Frukostseminarium den 12 december 2014 med Lee Sankey

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  • Customer Experience, your missing strategic ingredient?Stockholm -12/12/14

    Lee Sankey Innovation, Experience and Design Director

    @leesankey

  • Customer Experience more relevant than ever

    Why?

    Customer Experience, your missing strategic ingredient?

  • 1 Disruption and Change

    Customer Experience, your missing strategic ingredient?

  • Disruption and change

  • Disruption and Change

  • 1 Disruption and Change

    Business model, service model and technological innovation essentially culminate in new experiences as well as new utility

    Customer Experience, your missing strategic ingredient?

  • But theres a problem

    Customer Experience, your missing strategic ingredient?

    Organisations are not traditionally not designed to be agile, to change or to innovate.

    There are typically cultural and technological barriers.

  • 2 ?

    Customer Experience, your missing strategic ingredient?

  • Customer Experience, your missing strategic ingredient?

    Through the object that I was sat in front of, I had a very clear sense of the people who made it. I had a clear sense of their values, preoccupations, the things they cared about, the reasons they made it.

    via the object, I had a really clear sense of this company. This was the beginning of a realisation that what we make completely testifies to who we are.

    Jonathan Ive, Design Museum, London 2014

  • Lee Sankey | Customer Experience, your missing strategic ingredient?

    What definition does that remind you of?

    Brand

  • 2 Experience is your brand

    Lee Sankey | Customer Experience, your missing strategic ingredient?

  • 2 Your brand is your experience

    Which - best customer service of any brand in the UK.

    Lee Sankey | Customer Experience, your missing strategic ingredient?

  • 2 Your brand is your experience

  • But theres a problem

    Lee Sankey | Customer Experience, your missing strategic ingredient?

    Being a brand guardian is patrolling the kingdom of fonts, marques and photography, not experience.

    The prevailing corporate marketing view of brand is outdated

    Brand Police

  • But theres a problem

    Lee Sankey | Customer Experience, your missing strategic ingredient?

    Experience design is not typically part of the boardroom conversation.

    You have COO, CFO, CMO but wheres the C - Experience/Design/Innovation?

  • Lee Sankey | Customer Experience, your missing strategic ingredient?

    Rise of Chief Digital Officer = More Channel Thinking = Sirens!

  • 3 Distributed interactions and value

    Lee Sankey | Customer Experience, your missing strategic ingredient?

  • 3 Distributed interactions and value

    No longer just a branch and a cheque book

  • Connected music, distributed access

    3 Distributed interactions and value

  • Nike, more than just shoes

    3 Distributed interactions and value

  • But theres a problem

    Lee Sankey | Customer Experience, your missing strategic ingredient?

    3 Distributed Interactions and Value

    Organisations are not traditionally not designed for delivering holistic, coherent experiences.

    They are silod, they think in channels.

  • A new era for design

    Design is a vehicle for driving innovation, creating better experiences and delivering better outcomes

    We see

    Lee Sankey | Customer Experience, your missing strategic ingredient?

  • Lee Sankey | Customer Experience, your missing strategic ingredient?

    Bottomline impact.

    Design Council Research/DMI Research

    Forrester Research on Customer Experience

  • Design becoming a part of the boardroom

  • Design based approaches changing institutions

  • 6 Themes for making Customer Experience part of your strategy

  • TOM, meet TEM

    1

  • Lee Sankey | Customer Experience, your missing strategic ingredient?

  • Culture

    2

    Is there a disconnect between the stated intention and actual culture?

    Are people comfortable with the status quo?

    Are you customer centric? E.g testing with customers?

    Are incentive approaches counter productive?

    What is your culture type, patriarchal, tribal, hierarchy

  • Ways of Working

    3

    Do your working practises encourage innovation, delightful customer experiences?

    Are you collaborating, internally? product/brand/design/operations/tech?

    Are you too inward facing? Strategic partnerships

    Build, test and learn

    From PLAN and IMPLEMENT to DO and ADJUST

    Small Bets -Move forward without knowing all the facts

  • Data + Empathy + Beliefs

    4

    Awareness of the right strategic inputs and conviction.

    Data does not deliver empathic leaps. Fitch & Asian Paints

    Knowing faster horses

  • Our Worst Ideas

    5

  • Design is like Finance

    6

  • Or

    Design as Service/function Design orientated

    Design is part of the strategic conversation

    Make me one of these

  • Design Literacy

    Design Mastery

    Can you become a design driven company without distributing design engagement?

  • Simply put, are you making customer experience and therefore design part of your strategy?

    Lee Sankey | Customer Experience, your missing strategic ingredient?

  • @leesankey

    Thanks