Presented by Ray Poynter, Chief Research Officer, Potentiate and Co-Founder of NewMR. Over the last twenty years there has been a shift from product-centricity to customer-centricity and the next step in that journey is to human-centricity. For too long brands have thought of customers as only existing when they are consumer, viewers only existing when they are viewing, and users as existing only when they are using. In this presentation Ray sets out HX, a view of the world is that is based on people. People do not rotate around brands, brands rotate around people – and that requires a change in what brands do, and how they research it. Access the full recording via NewMR.org/Play-Again

1. Human Centricity from CX to HX
Ray Poynter
May 2021

2. Sponsors
Communication

3. Brands and Parity
Product Parity
Service Parity
Supply Parity
Advertising $ Parity

4. From Products to People
Customer Human
Product centricity Customer
Product Experience

5. The Experience Economy
Building on an article in HBR in 1998
Fourth evolution of markets
1. Agrarian Economy
2. Industrial Economy
3. Service Economy
4. Experience Economy

6. Experience Brands are Succeeding
Creating ‘Hotels with a Personality’
£11 million increase in 1 year, 7.4% NPS increase
Removing items not delivering positive experience
£10 million saved per year
https://www.cxlab.co.uk/bestwestern-case-study
https://www.cxlab.co.uk/virgin-atlantic-case-study/

7. Experience Brands are Succeeding
Forrester found CX leaders grew at 17% a year,
but CX laggards only grew at 3%
McKinsey Digital found that CX leaders grew company valuations by
more than four times the growth for CX laggards, over ten years

8. CX is Big Business
$2.4
$0.4
$1.4
$4.5
Ipsos Medallia
Contrasting X values
Turnover Market Capitalisation
Turnover values Ipsos 2018, Medallia 2019. Market Cap values Yahoo April 2021

9. People do not rotate around brands
Brands rotate around people

10. My World
Brands
Colleagues &
Neighbours
Family & Friends

11. My World

12. ‘Don’t find customers
for your products, find
products for your
customers’
- Seth Godin

13. Design Thinking
Design thinking is a human-centered
approach to innovation—anchored in
understanding customer’s needs...
By using design thinking, you make decisions
based on what customers really want instead
of relying only on historical data or making
risky bets based on instinct instead of
evidence.

14. Brand Ikigai Needs
Skill
Love
Money
Ikigai

18. Tips for implementing HX
Be interested in
people
Ensure your
measurements are
not all event
driven
What do people do
when they are NOT
buying/using your
products/services?
Give people space
to say what is
important to them
Ask people 'How
are you?'
People change, use
longitudinal
approaches to
explore this

19. Delivering HX
Product
Customer
Experience
Human
Experience

20. Q & A
Ray Poynter
Potentiate &
NewMR

21. Sponsors
Communication