CREATING A NEXT GENERATION CUSTOMER EXPERIENCE ... NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments

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  • CHARLENE LI Get slides & more at charleneli.com/snic2020

    Charlene Li New York Times bestselling author

    Senior Fellow at Altimeter, a Prophet company

    CREATING A NEXT

    GENERATION CUSTOMER

    EXPERIENCE STRATEGY

    Photo by Tobias Keller on Unsplash

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    DIGITAL CHANGES EVERYTHING

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    BUT IT’S NOT ABOUT THE TECHNOLOGY

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    4

    IT’S ABOUT RELATIONSHIPS

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    LeadershipStrategy Culture

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    STRATEGY Focus on Future Customers

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    ARE YOU WORKING ON CUSTOMER EXPERIENCE?

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    If you’re not focused on the customer experience, you are working on the wrong thing.

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    TRADITIONAL

    CUSTOMER

    EXPERIENCE

    NEXT GENERATION

    CUSTOMER

    EXPERIENCE

    Personas & segments

    Linear

    Optimization focus

    Functional

    Episodically designed

    Static

    Survey & heuristic based

    Personalized & intimate

    Unpredictable

    Strategic focus

    Emotional

    Continuously designed

    Dynamic, real-time

    Data-based

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    STARBUCKS TOOK TWO YEARS

    TO SCALE MOBILE ORDERING

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    New Menu Development at

    Highline Public Schools (TX)

    “Don’t make assumptions about any particular culture. This is why it has been important for this to be student-led and student-tested. It’s been more of a partnership and we’ve learned a great deal from them.”

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    SKATE TO WHERE

    THE PUCK WILL BE

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    ADOBE COMMITTED TO

    DISRUPTING ITSELF

    MALA SHARMA

    VP & GM OF

    ADOBE CREATIVE CLOUD

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    ADOBE KNEW REVENUES AND INCOME WOULD FALL FOR 24 MONTHS DURING THE TRANSFORMATION

    -

    0.50

    1.00

    1.50

    2.00

    Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1' 13 Q2 '13 Q3 '13

    In d e

    x

    REVENUES

    STOCK PRICE

    NET INCOME

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    FIVE WAYS TO FOCUS ON

    FUTURE CUSTOMERS

    Place customers in your dashboards

    Spark curiosity about customers with

    empathy maps

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    EXAMPLE EMPATHY MAP

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    FIVE WAYS TO FOCUS ON

    FUTURE CUSTOMERS

    Place customers in your dashboards

    Spark curiosity about customers with

    empathy maps

    Create a Customer Advisory Board

    (CAB)

    Define your future customer with

    research, not hearsay

    Connect your customer-obsessed people

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    19

    IT’S ABOUT RELATIONSHIPS

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    LEADERSHIP Creating a Movement

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    TURNING THE

    BATTLESHIP

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    MOVEMENTS DRIVE

    EXPONENTIAL CHANGE

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    “It’s only a movement if it moves without you.” - Jeremy Heimans & Henry Timms, New Power

  • IN 2012, #4 PLAYER AND STUCK

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    CEO JOHN LEGERE HAD

    TO TRANSFORM TOO

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    USE MANIFESTOS TO SET

    GUIDING PRINCIPLES

    We’re not like other wireless companies.

    Why would we be? They’re in the phone

    company business. We’re in the changing

    the phone company business.

    We are unapologetically the un-carrier.

    Un-willing to play the rules they so fiercely

    protect. Un-satisfied with the status quo.

    Unafraid to innovate.

    We are T-Mobile. The Un-carrier.

    And we will be un-relenting.

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    WHAT IS YOUR DISRUPTION QUOTIENT?

    STATUS QUO

    9 1087654321

    DISRUPTIVEDISRUPTIVE

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    CULTURE Thriving with Flux

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    Stuck Culture Thinking

    Says, “This is the way we’ve

    always done it.”

    Knowledge is power, so hoard

    information to make everyone

    come to you

    People are confident that what

    works today will in the future

    Tests are used to be proven right

    Flux Culture Thinking

    Says, “There’s got to be a

    better way.”

    Sharing is power; spread

    information to empower people

    to act

    People are paranoid that what

    works today won’t in the future

    Tests are used to be proven

    wrong – and improve

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    BELIEFS

    BEHAVIORS

    REINFORCE FOCUS ON

    FUTURE CUSTOMERS

    CULTURE

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    WHAT BELIEFS

    HOLDS US BACK?

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    WHAT NEW BELIEFS

    MUST WE ADOPT?

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    ING BANK’S

    ORANGE CODE

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    DEFINE GOOD

    PROCESSES

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    OXO’S GLOVE WALL

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    STORIES INSPIRE

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    Your Comfort

    Zone

    Where the magic happens

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    STAY IN TOUCH!

    Charlene Li

    @charleneli

    charlene@charleneli.com