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Future brands X Customer experience

Keynote speech at Customer Forum 2015 on the role of brands, people and technology in driving customer experience.

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Future brands X Customer experience

  1. 1. Customer experience as the cornerstone of success 26 November 2015 Richard Curtis rcurtis@futurebrand.com @radarblur
  2. 2. Raise your hand if you have had a good customer experience lately? Keep your hand raised if it was with a computer? Customer Experience | 26 November 2015 | © FutureBrand 2
  3. 3. Raise your hand if you have had a good customer experience lately? Keep your hand raised if it was with a computer? Customer Experience | 26 November 2015 | © FutureBrand 3
  4. 4. Changing social context Customer Experience | 26 November 2015 | © FutureBrand 4 To I don’t want to talk to a person From I don’t want to talk to a machine
  5. 5. Changing social context Customer Experience | 26 November 2015 | © FutureBrand 5 …unless the person looks like a machine
  6. 6. Changing experiential context Customer Experience | 26 November 2015 | © FutureBrand 6 Vs.
  7. 7. Changing experiential context Customer Experience | 26 November 2015 | © FutureBrand 7 &
  8. 8. What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 8
  9. 9. What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 9 1. Net interest margin 2. Payment systems 3. Fees
  10. 10. What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 10 1. Net interest margin 2. Payment systems 3. Fees Data-fueled identification of creditworthy customers Lending Club P2P New customer- centric entrants Apple Pay Technology- driven automation of services TransferWise Robinhood
  11. 11. What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 11 1. Net interest margin 2. Payment systems 3. Fees Data-fueled identification of creditworthy customers Lending Club P2P New customer- centric entrants Apple Pay Technology- driven automation of services TransferWise Robinhood
  12. 12. What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 12 1. Net interest margin 2. Payment systems 3. Fees Data-fueled identification of creditworthy customers Lending Club P2P New customer- centric entrants Apple Pay Technology- driven automation of services TransferWise, Robinhood Reduced costs Improved service
  13. 13. What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 13 Death by a thousand cuts… a thousand start-ups, solely focused on each one of your customers’ pain points, unbundling the banking world, gatecrashing your business model and eating into your margins. Reduced costs Improved service
  14. 14. What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 14 Death by a thousand cuts… a thousand start-ups, solely focused on each one of your customers’ pain points, unbundling the banking world, gatecrashing your business model and eating into your margins. U.R.L.
  15. 15. Established brands What’s the real impact of technology? Customer Experience | 26 November 2015 | © FutureBrand 15 Death by a thousand cuts… a thousand start-ups, solely focused on each one of your customers’ pain points, unbundling the banking world, gatecrashing your business model and eating into your margins. U.R.L. Large customer bases
  16. 16. The Big Machine Customer Experience | 26 November 2015 | © FutureBrand 16
  17. 17. What makes future brands Customer Experience | 26 November 2015 | © FutureBrand 17 Makes people’s lives betterCreates engaging experiences at every touch point Builds a strong emotional connection Purpose Experience Has a compelling vision for the future Delivers sustainable business value Redefines the category
  18. 18. 1. The purchase funnel Customer Experience | 26 November 2015 | © FutureBrand 18
  19. 19. 1. The purchase funnel Customer Experience | 26 November 2015 | © FutureBrand 19
  20. 20. 1. The purchase funnel Customer Experience | 26 November 2015 | © FutureBrand 20 Source: McKinsey Quarterly, The consumer decision journey
  21. 21. Uniformity…the good old days Customer Experience | 26 November 2015 | © FutureBrand 21
  22. 22. Customer Experience | 26 November 2015 | © FutureBrand 22
  23. 23. Customer Experience | 26 November 2015 | © FutureBrand 23 Vs.Repetition Chaos
  24. 24. Customer Experience | 26 November 2015 | © FutureBrand 24 Familiarity
  25. 25. Customer Experience | 26 November 2015 | © FutureBrand 25
  26. 26. 2. The logo Customer Experience | 26 November 2015 | © FutureBrand 26
  27. 27. Customer Experience | 26 November 2015 | © FutureBrand 27
  28. 28. Brand as interface | Interface as brand Customer Experience | 26 November 2015 | © FutureBrand 28
  29. 29. Customer Experience | 26 November 2015 | © FutureBrand 29 notTools Rules
  30. 30. Branding tools Customer Experience | 26 November 2015 | © FutureBrand 30 Don't give people more logos. Give them tools to use the brand in more meaningful ways.
  31. 31. 3. The experience Customer Experience | 26 November 2015 | © FutureBrand 31
  32. 32. First things first A brand is what a brand does. Customer Experience | 26 November 2015 | © FutureBrand 32
  33. 33. Brand idea Brand value Brand belief Brand pillar Brand premise Brand promise Brand positioning Brand proposition Customer Experience | 26 November 2015 | © FutureBrand 33
  34. 34. Branding needs to do more. Customer Experience | 26 November 2015 | © FutureBrand 34
  35. 35. Customer Experience | 26 November 2015 | © FutureBrand 35 Quality Identity Utility
  36. 36. How useful is your brand? Customer Experience | 26 November 2015 | © FutureBrand 36
  37. 37. How useful is your brand? Customer Experience | 26 November 2015 | © FutureBrand 37
  38. 38. How to future-proof your brand of customer experience Customer Experience | 26 November 2015 | © FutureBrand 38 1. Identify the network of interactions that lead to purchase and loyalty. BTW it’s not linear. 2. Build the brand as the customer interface. …not simply on the customer interface. 3. Make your brand a useful tool in your customers’ experience. What is the role of your brand?
  39. 39. “A customer is someone who has not yet found a better alternative.” – Nirmalya Kumar, Marketing As Strategy Customer Experience | 26 November 2015 | © FutureBrand 39
  40. 40. See you in the future. Richard Curtis FutureBrand rcurtis@futurebrand.com @radarblur Customer Experience | 26 November 2015 | © FutureBrand

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Keynote speech at Customer Forum 2015 on the role of brands, people and technology in driving customer experience.

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