AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience

Making sense of today’s business landscape15 July 2015

Customer experience

About usWe are a global consultancy specialising in customer experience.

We operate in the place where brand, physical and digital converge. This unique place did not even exist five years ago, and it is the place businesses and agencies find most difficult to manage. Most critically for business, it is the place where your customers live.

Great brand and products resonate with customers. That’s why we approach our projects from the customer’s perspective. We believe this is how business can meet needs more effectively, create meaningful experiences that create real loyalty, and deliver bottom-line growth.

BRAND

PHYSICAL DIGITAL

2Customer experience

3

The pace of change Technology is evolving faster than anyone could ever have anticipated. And it’s getting faster.

The “Unicorn Club” are businesses started after 2003 now valued > US$1billion. There were 39 in 2013, 80 in 2014.

The Kaufman Index of Entrepreneurial Activity reports over 20 million startups in US.

NEXTDC Ltd won Deloitte’s Australian Technology Fast 50 index. It grew at 3262%.

Customer experience

4

Chapter title

The pace of your customers Individuals are adopting new technologies faster than the companies they do business with. This is your challenge.


5

Where do you sit?

TechInnovativeBusiness

LaggardBusiness

AgileConsumer

The new evolutionary scale

Customer experience

Why does it matter? Because customers want to engage with brands in new ways. Your success depends on enabling new ways to engage.


7

It’s Brand 3.0

Customer experience

Brand 1.0Corporate identity1965 - 1995

Why: The value of corporationsWhat: Trademark, guidelinesHow: Consistent look

Brand 3.0Purpose-led branding2015 -

Why: Social brandsWhat: Brands with relevanceHow: Create desire to align

Brand 2.0Branding1995 - 2015

Why: Greater campaign breadthWhat: Brand palette, tone of voiceHow: On-brand message

8

Look at the MBIFrom the Meaningful Brand Index (MBi)

‘Only 20% of brands worldwide make a significant, positive effect on people’s well-being, or a meaningful difference in people’s lives.

Expectations in the West are largely unmet, fueling growing lack of trust and indifference towards brands.

People aren’t looking for Utopian lives. Just better ones.

Our research reveals that people just want lives that are incrementally better, in meaningful terms. They don’t expect any single brand to deliver everything, but they look for specific well-being benefits from each brand.

The huge gap between people’s expectations and what brands actually deliver is fueling a dramatic growth of consumer cynicism and distrust towards brands - especially in advanced economies, and increasingly in developing countries.

The top brands outperform the market by 120%.

Being a Meaningful Brand is not only good for your market and the community at large, it’s also good for your bottom line. In addition to outperforming their competitors in traditional brand measures, the top 20% of brands also dramatically outperform financial leaders across a spectrum of industries. In fact, in our report those brands ranked as Meaningful enjoy financial results that exceed those of top hedge funds.

These are financial advantages that are durable, sustainable and disruptive.’

Meaningful Brands® is the first global analytical framework measures the benefits brands bring to our lives. It looks at 700 brands, over 134,000 consumers, 23 countries. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life. © Havas Media.

Customer experience

Food with integrity

Energize the world Save the environment

Real beauty Delivering happiness

Affordable eye care

Brands that have meaning

9

We don’t just mean brands with Corporate Social Responsibility strategies or a charitable cause.

We mean brands whose philosophy informs, and is evident, in everything they do.

In this age of the customer, that is what people want. That is clear in their bottom-line successes.

Customer experience

10

It’s a customer-led revolutionCustomers are the masters of their me-cosystems. Successful businesses fit with their worlds rather than expecting them to fit to yours.

me

Customer experience

11

Business innovationDisruptive innovation is the sign of our times.

Social media Startup Sharing economyDemocratised production

Customer experience

12

Beyond design thinking

Failcon is a lean learning methodology. It’s also a sign there was a miss in design thinking or feasability.

“Design thinking is awesome, but it’s not enough,” Mark Payne says. “It’s 100% effective at 50% of what is needed to actually get an innovation to market.”

Customer experience

13

The holy grailSuccess needs disruption, design thinking and feasibilty.

Customer experience

14

Customer experienceWe believe customer experience is a new way to look at solutions that work. We believe it’s where the battle for business supremacy will be fought and won.

Good fo

r the business

Online

In-storeSocialConnected customer

experience

Mobile

Good for the customer

Customer experience

15

Our solution

nt Customer Generated

Content

BusinessGenerated

Content

InformExperience

Communications

Segments

Brand

Physical

people

Needs

Motivator

Flows

Comprehensive

Usable

Branded Useful

Transactions

Reactions

Actions

Inform Experience

Customer Goals

Stakholders

Drivers

learnings

Projections

InnovationsTren

ds

oper

atio

ns

Com

petit

ors

Com

mer

cial

ity

Digital

Behaviours

Customer Insights

CXExperience

Strategy

BusinessPotential

Physical & Digital

Brand

Story Boarding Co-creation W

orkshops Customer Journey Mapping Customer Research C

ustomer Interviews

Iden

tity/B

rand

ing

Sta

keho

lder

Inte

rvie

ws

D

isco

very

Wor

ksho

p

Reta

il S

afaris

Partic

ipatory Design Ideation Creative Direction Designed outcome

Experience Outcom

e

Prototype Testing

Stakeholder Mapping Persona Mapping Customer Flow

Marketing

Bus

iness

Res

earc

h

Req

uire

men

ts G

athe

ring

S

ervi

ce R

olep

lay

Contextual Interviews

Design Discovery Feasibility Matrix

Develop Prototype Refine Test

Expe

rienc

e In

form

s De

sign

Document Build Roll-outnt

Reactions

Actions Transactions

C

omm

unica

tions

Branded Usable

U

sefu

l

Comprehensive

Brand, Physical & Digital

Business Potential

Customer Insights

CX Exper

ienc

e St

rateg

y

BrandPhysicalDigitalPeople

Drivers / Stakeholders

LearningsInnovations

Projections

Segments

NeedsMotivator

Behaviours

Flows

Com

petit

ors

Ope

ratio

nsC

omm

erci

ality

Tren

ds

Bus

ines

s Gen

erated Content

Customer Generated Content

Custom

er Goals Inform Experience Inform

Exper

ience

Customer experience

16

So what should you be doing?Put your customers at the heart of your business in a completely new defintion of customer-centricity and insight-led design thinking. Make them prosumers.

Who they are What they want Live and breathe their world

Map their journey Invite them to co-create

Test

Customer experience

17

Customer experience

Complexity

Strategic thinking Strategic delivery

Simplicity Action

Customer experience

19

And it works

Customer experience

02TAR Customer Journey

Section one

P1 - Discovery P2 - Getting there

+5+4+3+2+10-1-2-3-4-5

FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT

I love ‘‘HELLO KITTY’’

General

Context:I need something fun to do with my family during the holiday period.

Goals & Attitude:I loved Hello Kitty growing up, this is something I think my whole family will enjoy.

Notes: Quotes have been sourced from Trip Advisor and social media posts

Decision makeover: MotherPersona Group A

Emotional experience

Channel

2 x ADULTS2 x CHILDREN (3-16)

Googlesearch

Look at transport options on It’s Playtime website

Ask hotel information desk for fun activities to do

Taxi

Speak with staff at information desk in hotel

Visit trip advisor

Look on Google maps for best route

Visit the Little Red Cube website

Bus

Ferry

Visit it’s playtime! Malaysia website

Look at ferry website

Visit Puteri Harbor website

Find directions on Little Red Cube website

Is sent a mail out

Arrive at ferry

Search Social media

Sees printed info pack in information kiosk

Identify directional signageVisit

Tourism sites Singapore

Visit the Little Red Cube site

Is recommended by a friend of family member

Enter car park / driveway

Identify building / logo / signage

Find entrance

DIGITAL

PHYSICAL

I am not quite sure what to search for There is not

enough convincing information

I am not familiar with this area, it’s not clear what the easiest way for

a family to get here.

Great OK I get it Confused Difficult / Non existent


Section one

+5+4+3+2+10-1-2-3-4-5

FIND WHERE TO PAY FOR ACTIVITY PARKS - VISITS SHOPS - FAMILIARISE YOURSELF WITH BUILDING, AMENITIES AND ATTRACTION LOCATIONS

P3 - Entering common area of the little red cube


Opportunity

Channel

Pay at ticket counter

Ticket station – self directed

Photo station

Identify empty shops

Digital signage Little Red Cube entry point / common area

Escalators

Patrons greeted by staff

Receive attraction information material and maps

Identifies information signage

DC Comics

WC

Toys ‘R Us

Hello Kitty Town shop & Little Big Club Shop

Little Red cube retail

DIGITAL

PHYSICAL

$

I’m confused about where to go

This is not exciting and it’s too hot

I feel this has been poorly delivered

and too expensive

Unappealing

Ok but my kids can’t reach

anything



Section one

P4 - Activity Hello Kitty Town P5 - Attraction Little Big Club

+5+4+3+2+10-1-2-3-4-5

ENTER ATTRACTION ZONE ENTER ATTRACTION ZONE


Go up escalators to the entrance of the Little Big Club

Harold Helitours

Greeted by caricature staff at entry point

Jewelry craft station

Identify rides

Looks for bathroom and change room

Takes social media pictures at journey stages

Takes social media pictures at journey stages

Engage with interactive attraction zone

Engage with interactive attraction zone

Listens to music / theme songs along journey path

Island of Sodor

Identify printed super graphics and character placement

Hello Kitty playground Thomas

Town & train ride

Colins Crane drop

Party Rooms

Hello Kitty House

Hello Kitty show & stage

Heartful Forest

Party room

Wishful studios

Black Wonder

Popcorn stand

Flower beds

Listens to music walking around attraction

WALK THROUGH, ENGAGE AND PARTICIPATE IN HELLO KITTY TOWN ATTRACTIONS WALK THROUGH, ENGAGE AND PARTICIPATE IN LITTLE BIG RED CLUB ATTRACTIONS

Identify watch moving image on screens (this is non interactive)

Channel

DIGITAL

PHYSICAL


I’m not feeling guided

I love carictures and I love my

friends. Best selfi combination ever

I wish this ride was longer


Section one

P7 - Getting out of Little Red Cube P8 - Seek recommendations for places for dinner

+5+4+3+2+10-1-2-3-4-5

FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT

P6 - Food & Beverage

SHARE YOUR EXPERIENCE WITH FRIENDS


Channel

Go to Lat’s Place Other Food & Beverage Share on social media Share review on public forum

McBunn Café

Tweet Blog about experience

Post review on Yelp#Selfie via Instagram

Order food Order food Order food

Post on experience on Facebook

Post review on Trip Advisor

Sit down in café and eat



DIGITAL

PHYSICAL

FIGURE OUT HOW TO GET BACK TO YOUR HOTEL / TEMPORARY RESIDENCE

SEEK RECOMMENDATIONS FOR PLACES FOR DINNER GIVE FEEDBACK TO STAKEHOLDER GROUPS INVOLVED IN YOUR EXPERIENCE

Walk to ferry terminal

Contact hotel to pick you up

Tell your friends about your experience, show them photos and print material.

Wait for bus at bus stop

Wait for ferry at terminal, check digital signage to see what else is going on in the area

Receive email from activity park to review your experience

Ask Little Red Cube staff for advice on good places for dinnerBook to

stay the night at Traders Hotel - Themed rooms for HKT and TT

Receive follow up email on special offers and rewards for return visits

Book an Uber on smart device

Book a taxi to pick you up

Check bus timetable online

Identify watch moving image on screens (this is non interactive) at ferry

Exit car park and drive out of area

Fill out customer experience survey

Catch shuttle to ferry terminal

$$$

FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT

Information and signage is unclear trying to get out of

the area

I love to share everything

This is confusing and poor quality



Section one

+5+4+3+2+10-1-2-3-4-5

FIND WHERE TO PAY FOR ACTIVITY PARKS - VISITS SHOPS - FAMILIARISE YOURSELF WITH BUILDING, AMENITIES AND ATTRACTION LOCATIONS

P3 - Entering common area of the little red cube


Opportunity

Channel

Pay at ticket counter

Ticket station – self directed

Photo station

Identify empty shops

Digital signage Little Red Cube entry point / common area

Escalators

Patrons greeted by staff

Receive attraction information material and maps

Identifies information signage

DC Comics

WC

Toys ‘R Us

Hello Kitty Town shop & Little Big Club Shop

Little Red cube retail

DIGITAL

PHYSICAL

$

I’m confused about where to go

This is not exciting and it’s too hot

I feel this has been poorly delivered

and too expensive

Unappealing

Ok but my kids can’t reach

anything



Section one

P1 - Discovery P2 - Getting there

+5+4+3+2+10-1-2-3-4-5

FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT

I love ‘‘HELLO KITTY’’

General

Context:I need something fun to do with my family during the holiday period.

Goals & Attitude:I loved Hello Kitty growing up, this is something I think my whole family will enjoy.

Notes: Quotes have been sourced from Trip Advisor and social media posts

Decision makeover: MotherPersona Group A


Channel

2 x ADULTS2 x CHILDREN (3-16)

Googlesearch

Look at transport options on It’s Playtime website

Ask hotel information desk for fun activities to do

Taxi

Speak with staff at information desk in hotel

Visit trip advisor

Look on Google maps for best route

Visit the Little Red Cube website

Bus

Ferry

Visit it’s playtime! Malaysia website

Look at ferry website

Visit Puteri Harbor website

Find directions on Little Red Cube website

Is sent a mail out

Arrive at ferry

Search Social media

Sees printed info pack in information kiosk

Identify directional signageVisit

Tourism sites Singapore

Visit the Little Red Cube site

Is recommended by a friend of family member

Enter car park / driveway

Identify building / logo / signage

Find entrance

DIGITAL

PHYSICAL

I am not quite sure what to search for There is not

enough convincing information

I am not familiar with this area, it’s not clear what the easiest way for

a family to get here.


20

And it works

Customer experience

21

Customer experience benefits

Customer experience

22

Your checklist

Customer experience

• Customer awareness. Know your customers.• Self awareness. Know what you are great at.• Market awareness. Know what you could be doing.• Beta approach. Don’t try to be all things to all people.• Co-create. Bring your customers into the design process.• Testing. Learning never stops - hardwire evolution into your processes.

How can retailers be profitable, relevant and use design thinking efficiently?

The following document outlines who we are, what we believe makes us unique, a small sample of the projects we are currently working on as well as our previous experience. We have also mapped out our recommended process, estimated timing and fee structures.

We look forward to meeting you in a couple of weeks, if you do have any questions prior to our presentation, please do not hesitate to contact me on 0431 000 024 or [email protected]

Chapter title

Page titleThank you for the opportunity to introduce MashUp to you. We are a team of retail and customer experience experts who approach the seemless multi-channel convergence of physical and digital touchpoints with strategic design thinking. We would like to partner with Tabcorp to help engineer the Future Retail project to create a unique and category changing retail format that is modular and scalable for application to the tiered range of TAB environments nationally.

Robbie RobertsonDirectorMashUp

23Client. Presentation title. 00 Month 2015.

Thank youNicola Mansfield | Director | www.mashup.com.auM +61 401 739 031 | E [email protected]