Precedents latest seminar - CX: Survival of the fittest - looks at how digital can be used to deliver a great customer experience, enabling organisations to gain that much sought after competitive advantage.

1. CX SURVIVAL
OF THE FITTEST
HOW DIGITAL CAN WIN BACK
COMPETITIVE ADVANTAGE.
LINDSAY HERBERT,
GLOBAL HEAD OF DIGITAL
PRECEDENT @ THE IMPACT HUB
22 OCTOBER // 2014
@lindzeiy @precedentcomms #precsem

2. WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem

3. WHY DO
WE EXIST?

4. WHY DO
WE EXIST?

5. HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem

6. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

7. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

8. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

9. @lindzeiy @precedentcomms #precsem

10. @lindzeiy @precedentcomms #precsem

11. @lindzeiy @precedentcomms #precsem

12. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem

13. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

14. @lindzeiy @precedentcomms #precsem

16. T H E P E R C E P T I O N
OUR CUSTOMERS
ARE DISLOYAL.
”
@lindzeiy @precedentcomms #precsem

17. T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
”
@lindzeiy @precedentcomms #precsem

18. T H E T R U T H
✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

19. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

20. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

21. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

22. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

23. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
✱ So they never come back.

24. T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
OUR BUSINESS IS AT
RISK.
@lindzeiy @precedentcomms #precsem

25. HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’
NEEDS?
@lindzeiy @precedentcomms #precsem

26. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

27. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

28. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

29. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem

30. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

31. HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem

32. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

33. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

34. HOW TO
CARE
WITH DIGITAL
@lindzeiy @precedentcomms #precsem

35. C ARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE AYOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

36. C ARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

37. W H Y D O Y O U E X I S T ?
“ To provide our customers
with the most convenient
access to media entertainment.”
@lindzeiy @precedentcomms #precsem

42. W H Y D O Y O U E X I S T ?
“ To link individuals
with art and history.”
@lindzeiy @precedentcomms #precsem

48. W H Y D O Y O U E X I S T ?
“ To let people belong anywhere.”
@lindzeiy @precedentcomms #precsem

51. W H Y D O Y O U E X I S T ?
“ To be the voice of British doctors.”
@lindzeiy @precedentcomms #precsem

53. CARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
@lindzeiy @precedentcomms #precsem

54. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

55. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

58. £15 BILLION

75. 7% SALES INCREASE
WITH YOUNG ADULTS

76. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem

77. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
@lindzeiy @precedentcomms #precsem

78. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
@lindzeiy @precedentcomms #precsem

91. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem

92. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
HOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
@lindzeiy @precedentcomms #precsem

93. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

94. W H Y D O Y O U E X I S T ?
“ To be the most magical
place on earth.”
@lindzeiy @precedentcomms #precsem

95. @lindzeiy @precedentcomms #precsem

96. @lindzeiy @precedentcomms #precsem

97. @lindzeiy @precedentcomms #precsem

98. @lindzeiy @precedentcomms #precsem

102. W H Y D O Y O U E X I S T ?
“ To win the fight against
heart disease.”
@lindzeiy @precedentcomms #precsem

111. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem

112. BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem

113. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

114. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

115. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

116. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

117. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

118. CX FITNESS
TEST TIME
@lindzeiy @precedentcomms #precsem

119. HOW TO
CARE
WITH DIGITAL
@lindzeiy @precedentcomms #precsem
PART 2.

120. W H Y D O Y O U E X I S T ?
“ To make what matters
better, together.”
@lindzeiy @precedentcomms #precsem

121. F R O M T H E T E L E G R A P H
“…sales fell by 3.6pc in the 12 weeks to October
12 - the fastest rate in the grocery industry -
reducing its market share from 30.1pc a year ago
to 28.8pc, according to Kantar Worldpanel.
Meanwhile, research by specialist advisory firm
Lazarus finds that it has the lowest overall
customer satisfaction metrics in the grocery
industry and its brand is “tarnished”.”
@lindzeiy @precedentcomms #precsem

122. W H Y D O Y O U E X I S T ?
“Every little helps.”
@lindzeiy @precedentcomms #precsem

124. T H E T R U T H
✱ You can’t buy easily.
So they don’t refer you.
✱ You can’t find your way around.
So they write bad reviews.
✱ You feel overwhelmed.
So they don’t share photos.
✱ You think the quality is poor.
So they don’t respond to new offers.
✱ You don’t feel valued or listened to.
So they never come back.

125. T H E T R U T H
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
So you shop online at Ocado.
✱ You feel overwhelmed.
So you don’t engage.
✱ You think the quality is poor.
So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.

126. T H E T R U T H
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
So you don’t engage.
✱ You think the quality is poor.
So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.

127. T H E T R U T H
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
✱ So you don’t engage.
✱ You think the quality is poor.
So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.

128. T H E T R U T H
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
✱ So you don’t engage.
✱ You think the quality is poor.
✱ So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.

129. T H E T R U T H
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
✱ So you don’t engage.
✱ You think the quality is poor.
✱ So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
✱ So you never go back.

130. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HELPING USE DIGITAL TO
WIN BACK COMPETITIVE ADVANTAGE.
@lindzeiy @precedentcomms #precsem

131. HOW TESCO CAN
CAREWITH DIGITAL:
CULTURE // VALUE AUDIENCES
ANALYSIS // GATHER FEEDBACK & REACT
RATIONAL // IMPROVE THE CORE OFFER
EMOTIONAL // ELEVATE & DELIGHT USERS
@lindzeiy @precedentcomms #precsem

136. HOW TO
CARE
WITH DIGITAL
@lindzeiy @precedentcomms #precsem

137. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

138. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

139. THANK YOU.
@lindzeiy @precedentcomms #precsem