trends as opportunities for customer 3.1

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TRENDS AS OPPORTUNITIES Customer 3.1 | May 2015

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Page 1: Trends as Opportunities for Customer 3.1

TRENDS AS OPPORTUNITIES

Customer 3.1 | May 2015

Page 2: Trends as Opportunities for Customer 3.1

Chris JacksonService Design Lead DNA www.dna.co.nz

@northwardsdsSlides on ConfereNZ & Slideshare

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BY 2020 CX WILL OVERTAKE PRICE AND PRODUCT AS THE KEY BRAND DIFFERENTIATOR.– Customers 2020 Report, Walker Information

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TRENDS“Fashion is a form of ugliness so intolerable that we have to alter it every six months.”– Oscar Wilde

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2 MINS TO FIND OUT ABOUT YOUR NEIGHBOUR’S JOURNEY TO THE CONFERENCE.

Page 6: Trends as Opportunities for Customer 3.1

95% OF DISSATISFIED CUSTOMERS TELL OTHERS OF A BAD EXPERIENCE.– Dimensional Research

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UXA persons perception and responses that result from the use or anticipated use of a product, service or system.– ISO 9421

UX

Page 8: Trends as Opportunities for Customer 3.1

UX vs CXA persons perception and responses that result from the use or anticipated use of a product, service or system.– ISO 9421

Customer experience (CX) is the sum of all experiences at various touchpoints a customer with a supplier of goods and/or services, over the duration of their relationship with that supplier.– Wikipedia

UX

CX

Page 9: Trends as Opportunities for Customer 3.1

UX vs CX vs SDA persons perception and responses that result from the use or anticipated use of a product, service or system.– ISO 9421

Customer experience (CX) is the sum of all experiences at various touchpoints a customer with a supplier of goods and/or services, over the duration of their relationship with that supplier.– Wikipedia

Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.– SDN

UX

CX

SD

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THE BOTTOM LINE: 2015 WILL BE THE YEAR OF THE EMPLOYEE IN CX.– Bruce Tempkin

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BOUNDARY BLURRING#1

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Kerry Bodine – Forrester

CX

SD

UX

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The Future?

SD CX

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T-SHAPED I-SHAPED

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FULL STACK

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CATALYSING CAPABILITY#2

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“...Customer experience knowledge will be required at higher levels in every position in the organization. This will come in the form of education, skills training, support, enhanced data, expanded partnerships and a new focus on innovative design skills and talent.” - Diane Magers, AT&T

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COACHING

Phot

ospo

rt fi

le

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MENTORING

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CULTUREATTITUDESKILLSSOCIALENVIRONMENTCONTEXTRELATIONSHIPS

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“By extension, companies will look to identify the customer experience skillset in recruiting new employees.”

- James Ainsworth, SDL

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PERFECT PARTNERSHIPS#3

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TRUSTUNDERSTANDINGTRANSPARENCYCONFIDENCECULTURESKILLSPERSPECTIVEENVIRONMENT

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DESIGN THINKING

BEYOND DESIGN

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BEST PRACTICE

BEYOND DESIGN

NEXT PRACTICE

DESIGN THINKING

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IMPERFECT PARTNERS

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REALLY RESEARCHING#4

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RED ASSOCIATES

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ETHNOGRAPHY

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“The jobs that customers are trying to get done cannot be deciphered from purchased databases in the comfort of marketers’ offices. It requires watching, participating, writing and thinking. It entails knowing where to look, what to look for, how to look for it and how to interpret what you find.”

- Clayton Christensen, Harvard Business School

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MEANINGFUL METRICS#5

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MEANINGIDENTITYEMOTION

PRICEFUNCTION

Quantitative

Qualitative

TOTAL VALUE

- Nathan Shedroff, CAA

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MEASURE THE RIGHT THINGS

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KPI’S

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DATA DRIVEN#6

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SENSEMAKE

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JOBS

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OUTCOMESNOT

OUTPUTS

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TALKING THINGS#7

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HYPE CYCLE FOR EMERGING TECHNOLOGIES, 2013

TECHNOLOGY TRIGGER

EXPE

CTAT

ION

S

TIME

PEAK OF INFLATED EXPECTATIONS

TROUGH OF DISILLUSIONMENT

SLOPE OF ENLIGHTENMENT

PLATEAU OF PRODUCTIVITY

Speech Recognition

Big Data

Mobile Health Monitoring

Smart Robots

Smart Workspace

INTERNET OF THINGS

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THE WORLDWIDE INTERNET OF THINGS (IOT) MARKET IS EXPECTED TO GROW 19% IN 2015.– IDC

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50 BILLION DEVICES WILL BE CONNECTED TO THE INTERNET BY 2020.– Cisco

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CONNECTED OBJECTS CONNECTED SERVICES

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SECURITY

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BUT WHAT IF THERE WERE A NEW WEB?

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SOCIAL CRM#8

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VIRGIN TRAINS

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REAL TIME

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CONTACT CENTRE

CUSTOMER HUB

DIGITAL MESSAGING

DATA MANAGEMENT

BUSINESS INTELLIGENCE

ACTIONABLE ANALYTICS

TAGGING

DIALOGUE

CSR

SOCIAL

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SEAMLESS SERVICES#9

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MULTI CROSS OMNI

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Multi-channel strategies were developed to support the same transaction and communication in each channel. Now organisations are getting to grips with cross- channel experiences, where customers interact seamlessly with the organisation in the channel of their choice. In Omni-channel customers engage organisations across multiple channels, platforms and media – sometimes all at the same time – where no one organisation is in control.

– LIVE | WORK

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ARLANDA EXPRESS

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BEAUTIFUL SEAMS

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CONCLUSION

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“Brands must use customer data (with permission), new technologies, and old-fashioned, people-powered customer service to make sure the 2015 customer experience is personal, painless and contextualized across all channels.”– Max Luthy, Trendwatch

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“Results are gained by exploiting opportunities, not by solving problems.”– Peter Drucker

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TRENDS ARE OPPORTUNITIES.

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THANK YOU. ENJOY THE REST OF THE CONFERENCE.ANY QUESTIONS?

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References http://trendwatching.com/trends/future-customer-service/

http://en.wikipedia.org/wiki/ISO_9241

http://www.service-design-network.org/intro/

http://www.theguardian.com/business/2014/jul/03/argos-ebay-click-and-collect-service-650-stores

http://worldfuturetrends.tumblr.com/post/112882245106/trendwatching-com-director-of-trends-insights

http://www.providesupport.com/blog/customers-2020-infographic/

http://en.wikipedia.org/wiki/Customer_experience

http://www.teleanalysis.com/news/internet-of-things-market-to-grow-19-in-2015-15049.html

http://www.businessinsider.com.au/75-billion-devices-will-be-connected-to-the-internet-by-2020-2013-10

http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux?cm_mmc=RSS-_-MS-_-64-_-blog_2654#!

http://www.mycustomer.com/news/one-four-now-using-social-media-customer-complaints

http://liveworkstudio.com/perspectives/service-in-retail/

http://www.genesys.com/platform-services/omnichannel-customer-engagement

https://experiencematters.wordpress.com/2015/01/06/8-cx-trends-for-2015-the-year-of-the-employee/

http://www.mcorpcx.com/where-customer-experience-is-going-in-2015-10-trends-to-watch-2/

http://cx.walkme.com/top-10-fascinating-customer-experience-trends-for-2015/

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