In today’s competitive global market, a good customer experience isn't enough. Companies are striving to attract and retain customers who expect and demand a personalised experience that has a "wow factor." Isabella Villani, an industry strategist and author of “Good to Great CX,” will discuss best practices to deliver engaging CX. In this webinar, you will learn: How to use advances in technology to extend your traditional brand and customer experience to digital. How to transform your organisation and differentiate yourself in the market. How to create innovative, creative and seamless customer experiences on every channel. About the presenter Isabella Villani is an industry expert in customer experience, employee engagement, transformation and omnichannel strategy. Villani, who founded Exceed Global six years ago, has extensive experience in business optimisation, change management, program management, and training. She has consulted for companies in banking and finance, telecommunications, health, infrastructure and resources, as well as to government and not-for-profit organisations. Exceed Global provides innovative best-practice advisory, research, and talent solutions to help businesses solve problems, increase profitability, gain market advantage, and achieve operational excellence.

1. Extending Your Brand and
CX into the Digital
Marketplace
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2. ©2018 Acquia Inc. — Confidential and Proprietary
Welcome to today’s webinar
MODERATOR
Nicole Stirling, Marketing Director, Acquia
RECORDING
– The webinar recording will be emailed to you within the next couple of days
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Q&A at the end of the presentation

3. 1,200+
Enterprise
Customers
The Leading Provider of
cloud-based, data-driven journey
technology to build, manage and activate
digital experiences at scale
HQ in Boston with
14 Global Offices in 7 Countries
780+
Employees
2,000+
Partners
Inc.5000
Fastest
Growing
Who Is Acquia

4. ©2016 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary
– Data-driven Experiences and Journeys
– Open Experience Innovation
– Optimized Customer Data
– Cloud-first Foundation
– Multisite Management
Acquia Platform
One foundation for all your digital experiences
and customer journeys
©2017 Acquia Inc. — Confidential and Proprietary

5. ©2017 Acquia Inc. — Confidential and Proprietary
Customer success across industries
Media & Entertainment Public Sector Higher Education CPG / Retail

6. ©2018 Acquia Inc. — Confidential and Proprietary
Today’s presenter
Isabella Villani
Company Director and Chief
Customer Officer, Exceed Global
Author of Good to Great CX:
Customer Experience Strategy to
Execution and Transform
Customer Experience

7. Extending Your Brand and CX into the
Digital Marketplace
11 September 2018
Presented by
Isabella Villani
Author of Transform Customer Experience
and Good to Great CX
Chief Customer Officer, Exceed Global

8. Who is Exceed Global?

9. Exceed Global Clients
Banking, Finance
and Insurance
Federal and State
Government
Utilities and Telco
Local Government
and NGO
Other
clients

10. CX Enterprise Wide Ecosystem
Just like a rainforest
ecosystem, you must think
holistically about all of the
symbiotic dependencies each
business element has on your
CX.
To deliver Great CX, you must
align the interdependent
elements of customers,
employees, partners, and
operating environments.
CorporateCXVision
CXStrategy
© Exceed Global 2018 10

11. Customer Expectations
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Personalisation Consistency
Mobility Timeliness
Sociability
Self-care
Ease
Empowerment
Empathy
Complaints

12. An innovative, consistent and
seamless customer experience
across customer contact channels
and touchpoints.
Omni Channel CX

13. On target, consistent and easy
.
© Exceed Global 2018 13
You can’t control
the messaging so
you must be
responsive.
Digital doesn’t
mean impersonal
Same
answer/information
on every channel
Minimum viable
‘experience’ not
‘product’
Customer
expectations:
current, faster,
always on
Digital isn’t always your space
Knowledge and Content
Management matter

14. Human-Centred Design
To create omni channel
customer experience, you can
use principles and tools such as
personas and customer journey
mapping to drive human-
centred design.
© Exceed Global 2018 14

15. Customer Personas – Who is your customer?
Based on customer
segmentation and data,
organisations can develop a
series of personas to “bring
their customer segments to life”.
Personas represent customer groups and
specifics to the particular product or service
that the organisation is offering.
Understanding who your
customers are is key to
understanding the customer
experience
It is important to develop journey maps for
all your personas.
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16. What is Customer Journey Mapping?
© Exceed Global 2018
It a tool that helps an organisation
understand how its stakeholders
(customers, employees, or
suppliers) interact with it.
It allows you to see all the entire
interaction as a whole, instead
of the various parts that are
often siloed from each other.
It can be used to review
existing interactions or to
define new ones e.g. how
customers will use a new
service.
It allows you to describe the steps,
experiences and emotions
associated with an interaction and
identify patterns, “pain points”
and opportunities to improve the
customer experience.
It always describes the
interaction from the
customer’s point of view.
16

17. Key components of a Customer Journey Map
Persona
Sentiments /
Emotions
Name / Title
Touchpoints and
Transitions
Description /
Scope
Metrics
Steps Timeline
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18. Application of CJM to Transform CX
A research tool
to identify
potential
breakdowns in
customer service
It assists in
understanding
the current state
& envisage the
future state
A holistic view
across customer
touchpoints to
identify CX
inconsistencies
A way to
prioritise
performance
improvement
opportunities
It maps the
stages & steps of
experience over
time
© Exceed Global 2018 18

19. Benefits of Human-Centred Design
ENCOURAGE
Encourages the organisation to put themselves in their
customer’s shoes and develop an emotional connection.
ASSIST
Assists the organisation better understand their
customers as they transition between touchpoints.
ESTABLISH
Establishes an understanding of your customer’s
perception of your brand in each channel or touchpoint.
PROMOTE
Promotes alignment and collaboration in the
organisation.
INSIGHTS
Provides insights on the customer sentiment at each
step of the journey.
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20. Voice of the Customer Program
Collect
Analyse
InformAction
Monitor
An effective Voice of the
Customer Program captures
qualitative and quantitative
data about customers’
expectations and experiences,
and develops organisational
awareness of your customers’
point of view.
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21. From Metrics to Success
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22. Measure all elements to become a customer-centric
organisation
Journey
Relationship
Transactional
Enquiry
© Exceed Global 2018 22

23. Tips and tricks for taking your brand into the
digital marketplace
© Exceed Global 2018 23
RESPONSIVE
The customer influences your brand in the
digital marketplace. Be aware and responsive
to what you’re customers are saying, thinking
and feeling.
CONSISTENT
Leverage knowledge
management and content
management systems to
provide a consistent customer
experience across all channels..
HUMAN
Digital does not mean
impersonal, people will always
want to interact with a human
when it gets complex or
emotional, so make it available
and seamless.
EXPECTATIONS
The digital experience will be
faster, always on, personalised,
current and most of all EASY.
DESIGN
Walk in your customers shoes, and
design for their experience not your
process.

24. Stay connected
Good to Great CX – Customer Experience Strategy to Execution was
published in 2016. Copies are currently available for $14.95 (50% off the
recommended retail price) for a limited time. Ten copies or more can be
purchased for $10 per copy (promo code: BUY10). Visit the Good to Great
CX website at www.goodtogreatcx.com.au to buy your copies.
Transform Customer Experience – How to achieve customer success and
create exceptional CX will be released online and in stores in February 2019.
Advance copies of Transform Customer Experience can be purchased by
contacting me directly.
Isabella Villani
Mobile: +61 407 889 987
Email: isabella.villani@exceedglobal.com
LinkedIn: www.linkedin.com/in/isabellavillani
Subscribe to my CX Newsletter: www.exceedglobal.com
© Exceed Global 2018 24

25. ©2018 Acquia Inc. — Confidential and Proprietary
Questions
– Submit your questions in the chat box and we’ll attempt to answer them during the
Q&A at the end of the presentation
To learn more about how Acquia can help you,
visit Acquia.com.

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Thank You