precedent - cx: survival of the fittest seminar
DESCRIPTION
Precedents latest seminar - CX: Survival of the fittest - looks at how digital can be used to deliver a great customer experience, enabling organisations to gain that much sought after competitive advantage.TRANSCRIPT
![Page 1: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/1.jpg)
PRECEDENT @ THE IMPACT HUB22 OCTOBER // 2014
HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.
CX SURVIVAL OF THE FITTEST
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT, GLOBAL HEAD OF DIGITAL
![Page 2: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/2.jpg)
WHY DO WE EXIST?
@lindzeiy @precedentcomms #precsem
![Page 3: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/3.jpg)
WHY DO WE EXIST?
![Page 4: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/4.jpg)
WHY DO WE EXIST?
![Page 5: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/5.jpg)
HIERARCHY OF HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem
![Page 6: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/6.jpg)
HIERARCHY OF HUMAN NEEDS:
TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE
TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
![Page 7: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/7.jpg)
WHY DO YOU EXIST?
@lindzeiy @precedentcomms #precsem
![Page 8: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/8.jpg)
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
”@lindzeiy @precedentcomms #precsem
![Page 9: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/9.jpg)
@lindzeiy @precedentcomms #precsem
![Page 10: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/10.jpg)
@lindzeiy @precedentcomms #precsem
![Page 11: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/11.jpg)
@lindzeiy @precedentcomms #precsem
![Page 12: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/12.jpg)
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem
![Page 13: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/13.jpg)
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
![Page 14: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/14.jpg)
@lindzeiy @precedentcomms #precsem
![Page 15: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/15.jpg)
![Page 16: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/16.jpg)
OUR CUSTOMERS ARE DISLOYAL.
”
T H E P E R C E P T I O N
@lindzeiy @precedentcomms #precsem
![Page 17: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/17.jpg)
OUR CUSTOMERS ARE DISSATISFIED.
”
T H E T R U T H
@lindzeiy @precedentcomms #precsem
![Page 18: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/18.jpg)
✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
![Page 19: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/19.jpg)
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
![Page 20: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/20.jpg)
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
![Page 21: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/21.jpg)
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
![Page 22: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/22.jpg)
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
![Page 23: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/23.jpg)
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
✱ So they never come back.
T H E T R U T H
![Page 24: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/24.jpg)
OUR CUSTOMERS ARE DISSATISFIED.
OUR BUSINESS IS AT RISK.
T H E T R U T H
@lindzeiy @precedentcomms #precsem
![Page 25: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/25.jpg)
HOW DO YOU ADAPT TO YOUR CUSTOMERS’ NEEDS?
@lindzeiy @precedentcomms #precsem
![Page 26: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/26.jpg)
CULTUREANALYSISRATIONALEMOTIONAL
@lindzeiy @precedentcomms #precsem
![Page 27: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/27.jpg)
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
![Page 28: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/28.jpg)
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem
![Page 29: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/29.jpg)
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOUR CORE OFFER STACKS UP TO THE REST.
@lindzeiy @precedentcomms #precsem
![Page 30: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/30.jpg)
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
![Page 31: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/31.jpg)
HOW FIT ARE YOU TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem
![Page 32: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/32.jpg)
RATING YOUR CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
![Page 33: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/33.jpg)
RATING YOUR CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
![Page 34: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/34.jpg)
HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
![Page 35: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/35.jpg)
IF YOU’RE ENDANGERED, START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 36: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/36.jpg)
IF YOU’RE ENDANGERED, START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 37: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/37.jpg)
“ To provide our customers with the most convenient access to media entertainment.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 38: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/38.jpg)
![Page 39: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/39.jpg)
![Page 40: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/40.jpg)
![Page 41: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/41.jpg)
![Page 42: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/42.jpg)
“ To link individuals with art and history.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 43: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/43.jpg)
![Page 44: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/44.jpg)
![Page 45: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/45.jpg)
![Page 46: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/46.jpg)
![Page 47: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/47.jpg)
![Page 48: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/48.jpg)
“ To let people belong anywhere.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 49: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/49.jpg)
![Page 50: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/50.jpg)
![Page 51: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/51.jpg)
“ To be the voice of British doctors.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 52: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/52.jpg)
![Page 53: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/53.jpg)
IF YOU’RE ENDANGERED, START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
@lindzeiy @precedentcomms #precsem
![Page 54: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/54.jpg)
IF YOU’RE EXPOSED, START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 55: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/55.jpg)
IF YOU’RE EXPOSED, START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 56: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/56.jpg)
![Page 57: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/57.jpg)
![Page 58: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/58.jpg)
£15 BILLION
![Page 59: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/59.jpg)
![Page 60: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/60.jpg)
![Page 61: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/61.jpg)
![Page 62: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/62.jpg)
![Page 63: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/63.jpg)
![Page 64: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/64.jpg)
![Page 65: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/65.jpg)
![Page 66: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/66.jpg)
![Page 67: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/67.jpg)
![Page 68: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/68.jpg)
![Page 69: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/69.jpg)
![Page 70: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/70.jpg)
![Page 71: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/71.jpg)
![Page 72: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/72.jpg)
![Page 73: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/73.jpg)
![Page 74: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/74.jpg)
![Page 75: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/75.jpg)
7% SALES INCREASEWITH YOUNG ADULTS
![Page 76: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/76.jpg)
IF YOU’RE EXPOSED, START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem
![Page 77: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/77.jpg)
IF YOU’RE A CONTENDER, TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 78: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/78.jpg)
IF YOU’RE A CONTENDER, TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 79: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/79.jpg)
![Page 80: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/80.jpg)
![Page 81: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/81.jpg)
![Page 82: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/82.jpg)
![Page 83: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/83.jpg)
![Page 84: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/84.jpg)
![Page 85: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/85.jpg)
![Page 86: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/86.jpg)
![Page 87: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/87.jpg)
![Page 88: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/88.jpg)
![Page 89: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/89.jpg)
![Page 90: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/90.jpg)
![Page 91: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/91.jpg)
IF YOU’RE A CONTENDER, TACKLE THE:
RATIONAL
C A R E
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem
![Page 92: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/92.jpg)
IF YOU’RE A CHAMPION, HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 93: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/93.jpg)
IF YOU’RE A CHAMPION, HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
![Page 94: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/94.jpg)
“ To be the most magical place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 95: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/95.jpg)
@lindzeiy @precedentcomms #precsem
![Page 96: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/96.jpg)
@lindzeiy @precedentcomms #precsem
![Page 97: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/97.jpg)
@lindzeiy @precedentcomms #precsem
![Page 98: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/98.jpg)
@lindzeiy @precedentcomms #precsem
![Page 99: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/99.jpg)
![Page 100: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/100.jpg)
![Page 101: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/101.jpg)
![Page 102: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/102.jpg)
“ To win the fight againstheart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 103: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/103.jpg)
![Page 104: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/104.jpg)
![Page 105: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/105.jpg)
![Page 106: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/106.jpg)
![Page 107: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/107.jpg)
![Page 108: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/108.jpg)
![Page 109: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/109.jpg)
![Page 110: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/110.jpg)
![Page 111: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/111.jpg)
IF YOU’RE A CHAMPION,HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem
![Page 112: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/112.jpg)
BUT WHAT DOES IT ALL MEAN?
@lindzeiy @precedentcomms #precsem
![Page 113: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/113.jpg)
CULTUREANALYSISRATIONALEMOTIONAL
@lindzeiy @precedentcomms #precsem
![Page 114: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/114.jpg)
RATING YOUR CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
![Page 115: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/115.jpg)
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
![Page 116: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/116.jpg)
HIERARCHY OF HUMAN NEEDS:
TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE
TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
![Page 117: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/117.jpg)
WHY DO YOU EXIST?
@lindzeiy @precedentcomms #precsem
![Page 118: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/118.jpg)
CX FITNESSTEST TIME
@lindzeiy @precedentcomms #precsem
![Page 119: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/119.jpg)
HOW TO
@lindzeiy @precedentcomms #precsem
CARE PART 2.
WITH DIGITAL
![Page 120: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/120.jpg)
“ To make what matters better, together.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 121: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/121.jpg)
“…sales fell by 3.6pc in the 12 weeks to October 12 - the fastest rate in the grocery industry - reducing its market share from 30.1pc a year ago to 28.8pc, according to Kantar Worldpanel.
Meanwhile, research by specialist advisory firm Lazarus finds that it has the lowest overall customer satisfaction metrics in the grocery industry and its brand is “tarnished”.”
F R O M T H E T E L E G R A P H
@lindzeiy @precedentcomms #precsem
![Page 122: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/122.jpg)
“Every little helps.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
![Page 123: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/123.jpg)
![Page 124: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/124.jpg)
✱ You can’t buy easily.
So they don’t refer you.
✱ You can’t find your way around.
So they write bad reviews.
✱ You feel overwhelmed.
So they don’t share photos.
✱ You think the quality is poor.
So they don’t respond to new offers.
✱ You don’t feel valued or listened to.
So they never come back.
T H E T R U T H
![Page 125: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/125.jpg)
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
So you shop online at Ocado.
✱ You feel overwhelmed.
So you don’t engage.
✱ You think the quality is poor.
So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.
T H E T R U T H
![Page 126: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/126.jpg)
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
So you don’t engage.
✱ You think the quality is poor.
So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.
T H E T R U T H
![Page 127: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/127.jpg)
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
✱ So you don’t engage.
✱ You think the quality is poor.
So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.
T H E T R U T H
![Page 128: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/128.jpg)
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
✱ So you don’t engage.
✱ You think the quality is poor.
✱ So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
So you never go back.
T H E T R U T H
![Page 129: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/129.jpg)
✱ You can’t buy easily.
✱ So you buy locally.
✱ You can’t find your way around.
✱ So you shop online at Ocado.
✱ You feel overwhelmed.
✱ So you don’t engage.
✱ You think the quality is poor.
✱ So you don’t respond to new offers.
✱ You don’t feel valued or listened to.
✱ So you never go back.
T H E T R U T H
![Page 130: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/130.jpg)
HELPING USE DIGITAL TOWIN BACK COMPETITIVE ADVANTAGE.
CULTUREANALYSISRATIONALEMOTIONAL
@lindzeiy @precedentcomms #precsem
![Page 131: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/131.jpg)
HOW TESCO CANCARE WITH DIGITAL:
CULTURE // VALUE AUDIENCES
ANALYSIS // GATHER FEEDBACK & REACT
RATIONAL // IMPROVE THE CORE OFFER
EMOTIONAL // ELEVATE & DELIGHT USERS
@lindzeiy @precedentcomms #precsem
![Page 132: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/132.jpg)
![Page 133: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/133.jpg)
![Page 134: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/134.jpg)
![Page 135: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/135.jpg)
![Page 136: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/136.jpg)
HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
![Page 137: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/137.jpg)
WHY DO YOU EXIST?
@lindzeiy @precedentcomms #precsem
![Page 138: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/138.jpg)
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
”@lindzeiy @precedentcomms #precsem
![Page 139: Precedent - CX: Survival of the fittest seminar](https://reader036.vdocuments.mx/reader036/viewer/2022081518/547fc6d1b4af9fb6228b4591/html5/thumbnails/139.jpg)
THANK YOU.
@lindzeiy @precedentcomms #precsem