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The human touch: how
innovation leads to exceptional
customer experience
Cris Beswick & Derek Bishop
ECEW 2013: Cris Beswick & Derek Bishop
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ECEW 2013: Cris Beswick & Derek Bishop
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Source: UK Customer Satisfaction Index – executive summary January 2013
ECEW 2013: Cris Beswick & Derek Bishop
Satisfaction’s what you need…
ASOS
John Lewis
1st Direct
Waitrose
Amazon
?
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ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…
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ECEW 2013: Cris Beswick & Derek Bishop
Make it personal…
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ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…
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ECEW 2013: Cris Beswick & Derek Bishop
What’s the next wave…
PRODUCT
Industrial
SERVICES
Information
EXPERIENCES
Innovation
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ECEW 2013: Cris Beswick & Derek Bishop
21st Century competitive advantage is no longer
about ‘What’ you do, it’s about ‘HOW’ you do it!
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ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…
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ECEW 2013: Cris Beswick & Derek Bishop
Make it human…
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ECEW 2013: Cris Beswick & Derek Bishop
EMPLOYEE
EXPERIENCE
CUSTOMER COMPANY
The balance of power…
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81% Of companies in the UK recognise that
‘understanding the viewpoint of the
customer’ will lead to improved performance.
ECEW 2013: Cris Beswick & Derek Bishop
Source: ROI on Customer Service Survey 2011
Where to focus…
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We understand that in order to turn our
customers into fans of O2, we also need
to turn our people into fans.
ECEW 2013: Cris Beswick & Derek Bishop
“ “
Ian Ruddy – Head of HR Shared Services for O2
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ECEW 2013: Cris Beswick & Derek Bishop
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ECEW 2013: Cris Beswick & Derek Bishop
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ECEW 2013: Cris Beswick & Derek Bishop
Option…
Option…
Option…
What’s best for the customer…
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ECEW 2013: Cris Beswick & Derek Bishop
We think the future looks something like this…
INSIGHT COLLABORATION AGILITY + +
NEXT GENERATION CUSTOMER EXPERIENCE =
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ECEW 2013: Cris Beswick & Derek Bishop
The leadership challenge…
MANAGE
THE
FUTURE
MANAGE
THE
PRESENT
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ECEW 2013: Cris Beswick & Derek Bishop
The dual operating system…
MANAGE
THE
PRESENT
(Maintain consistency and
continuously improve)
MANAGE
THE
FUTURE
(Encourage flexibility,
experimentation, change
and respond with agility to
radical shifts)
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ECEW 2013: Cris Beswick & Derek Bishop
Aligned behaviours…
CUSTOMER
EXPERIENCE INNOVATION
CULTURE
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ECEW 2013: Cris Beswick & Derek Bishop
Understanding…
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ECEW 2013: Cris Beswick & Derek Bishop
Opportunities…
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ECEW 2013: Cris Beswick & Derek Bishop
Personalisation…
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ECEW 2013: Cris Beswick & Derek Bishop
LOVE
DESIRE ENVY
Our
People
Our
Customers Our
Competitors
Differentiation
Innovation
Performance
Emotional drivers...
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Thank You
ECEW 2013: Cris Beswick & Derek Bishop
Cris Beswick
www.crisbeswick.com
Derek Bishop
www.cultureconsultancy.com