39
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

CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

  • Upload
    others

  • View
    11

  • Download
    0

Embed Size (px)

Citation preview

Page 1: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

Charlene LiNew York Times bestselling author

Senior Fellow at Altimeter, a Prophet company

CREATING A NEXT

GENERATION CUSTOMER

EXPERIENCE STRATEGY

Photo by Tobias Keller on Unsplash

Page 2: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

DIGITAL CHANGES EVERYTHING

Page 3: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

BUT IT’S NOT ABOUT THE TECHNOLOGY

Page 4: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

4

IT’S ABOUT RELATIONSHIPS

Page 5: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

LeadershipStrategy Culture

Page 6: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

STRATEGY Focus on Future Customers

Page 7: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

ARE YOU WORKING ON CUSTOMER EXPERIENCE?

Page 8: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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

Page 9: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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

Page 10: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

Page 11: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

STARBUCKS TOOK TWO YEARS

TO SCALE MOBILE ORDERING

Page 12: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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 partnershipand we’ve learned a great deal from them.”

Page 13: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

SKATE TO WHERE

THE PUCK WILL BE

Page 14: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

ADOBE COMMITTED TO

DISRUPTING ITSELF

MALA SHARMA

VP & GM OF

ADOBE CREATIVE CLOUD

Page 15: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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

Inde

x

REVENUES

STOCK PRICE

NET INCOME

Page 16: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

FIVE WAYS TO FOCUS ON

FUTURE CUSTOMERS

Place customers in your dashboards

Spark curiosity about customers with

empathy maps

Page 17: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

EXAMPLE EMPATHY MAP

Page 18: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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

Page 19: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

19

IT’S ABOUT RELATIONSHIPS

Page 20: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

LEADERSHIP Creating a Movement

Page 21: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

TURNING THE

BATTLESHIP

Page 22: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

MOVEMENTS DRIVE

EXPONENTIAL CHANGE

Page 23: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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

Page 24: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

IN 2012, #4 PLAYER AND STUCK

Page 25: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

Page 26: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

CEO JOHN LEGERE HAD

TO TRANSFORM TOO

Page 27: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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.

Page 28: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

WHAT IS YOUR DISRUPTION QUOTIENT?

STATUS QUO

9 1087654321

DISRUPTIVEDISRUPTIVE

Page 29: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

CULTURE Thriving with Flux

Page 30: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

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

Page 31: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

BELIEFS

BEHAVIORS

REINFORCE FOCUS ON

FUTURE CUSTOMERS

CULTURE

Page 32: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

WHAT BELIEFS

HOLDS US BACK?

Page 33: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

WHAT NEW BELIEFS

MUST WE ADOPT?

Page 34: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

ING BANK’S

ORANGE CODE

Page 35: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

DEFINE GOOD

PROCESSES

Page 36: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

OXO’S GLOVE WALL

Page 37: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

STORIES INSPIRE

Page 38: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

Your Comfort

Zone

Where the magic happens

Page 39: CREATING A NEXT GENERATION CUSTOMER EXPERIENCE …schoolnutrition.org/uploadedFiles/2_Meetings_and...NEXT GENERATION CUSTOMER EXPERIENCE Personas & segments Linear Optimization focus

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

STAY IN TOUCH!

Charlene Li

@charleneli

[email protected]