12. WHAT CUSTOMERS WANT - VALUE
Customer
Experience
Revenue Cost
Generation Reduction
WHAT SHAREHOLDERS WANT - RETURN
13. So how did/will the game change?
CX
“ONE ON ONE
“GOOD OLD CONNECTION”
FASHIONED SERVICE”
CUSTOMERS NOW
COMPANIES SAY DICTATE THE RULES
CUSTOMER IS KING
VALUE
&
MARKET Dragged down by Dragged up by customer
COMPETITION shareholder priorities driven movement
Mechanism of GFC a reality
collective power check
RG CR “DON’T FORGET YOUR CUSTOMER NUMBER”
1980 2000 2020
14. How do organisations connect to customers?
Creating the sales opportunity Cracking Connected Networks
16. How do customers make purchase decisions?
The Sales Conversation What peers do
17. There is bo t h a m o t iv e
the game
m e th od to change
and a
The rise of the customer
community as well as the shunt in
the performance of those who
organised the system has created
customer power
18. er is ahead of business
It means the custom
The customer is leading business
to what is right, and fair.
The customer determines the direction of
many products and services
And your business is now inextricably linked
to media, new media
29. So who gets it? ...
They’ve always got it They grew from the new opportunity
30. ... And who doesn’t?
They’re probably getting They’re slowly getting it
disintermediated
Every traditional bank,
travel agent,
insurance company,
real estate agent
and computer store
on the planet
Unless ...
31. Time for a matrix … and drastic surgery
The New Customer
Customer The Customer
Experience Model
Centricity Service Legends
that pays
Understanding
Disintermediation Single minded on
on the horizon limitations ... And
shareholder value
taking opportunities
‘Old’ Economy ‘New’ Economy
32. What is a customer focused business?
• Top down support
• Bottom up implementation
• Clear, real time view of customer
• UCD at every interaction
• Everyone is capable of CX delivery
36. So the Challenge Is …
How do you manufacture Customer Experience
and Service to become part of your DNA?
(Don’t confuse it with public brand DNA)
37. The Irony Is:
the control - indirectly
We gav e customers
The tools that delivered self-service,
were the same tools customers used to get
ahead of corporations,
which are the same tools you need to use
to get your corporation up to speed
39. So How Would I Approach It?
1. Get Senior Support, and Ground Level Resources
2. Understand Customer Priorities & Value
3. Begin to decommission segmentation
4. Let customers set agenda – then see opportunity
5. Talk to them at the level they want
6. Get ready for simple, local, personal
7. Get ready for bottom up not top down
8. Be Human!
