NAB TEDx Conference
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Transcript of NAB TEDx Conference
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Before We Begin ...
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First it was about connecting computers
Then it was about connecting information
Now its about connecting people
Next it will be about connecting ideas &
communities
It may or may not involve corporations
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My Start In Customer Experience
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Become an “In-Betweener”
“all things I get in the in-between that’s in the middle between real work and real leisure” James Gardner, Bankervision
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So, Customer Experience …
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What was the last great experience you had ?
What made it a great experience?
What was the feeling it gave you?
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Was it something you ate?
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Or something you bought?
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Or catching a flight?
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Or getting a mortgage?
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What was the last great experience you had that kept on
giving ?
Or that you told someone else about?
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Or that you felt got it right?Or did it differently to others?
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Which well known brand was it?
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Was it even a ‘brand’?
Was it a local business with a small niche clientele?
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So What IsCustomer Experience?
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The CUSTOMER is a person. A human being.
Rule number 1 – Treat the customer like a human being.
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The EXPERIENCE is everything that happens to that person as they
interact with your company.
Rule number 2 – Look at the experience from the
customers perspective
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How did it used to be?
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CORPORATION
CONSUMER
CONSUMER
CONSUMER
CONSUMER
Before…
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What’s Changed in CX?
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KNOWLEDGE
ACCESS
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CLOSED OPEN
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Now…
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CONSUMER
CORPORATION
CORPORATION
CORPORATION
CORPORATION
Now…
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GUI NUI
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What's it like now?
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The Days of
are not receding,
Command & Control
They are finished forever
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This is now …
Not …
A Right!
A Privilege!
Instant!
Delayed!
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What's ahead?
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CX
RG CR
So how will the game change?
20001980
VALUE &
MARKET COMPETITION
2020
COMPANIES SAY CUSTOMER IS KING
CUSTOMERS TELL COMPANIES CUSTOMER IS
KING
Dragged down by shareholder priorities
GFC a reality check
Dragged up by customer driven movement
Mechanism of collective power
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So Who Gets It?
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So who gets it? ...
They’ve always got it They grew from the new opportunity
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... And who doesn’t?
They’re slowly getting it
The writings on the wall for many
Every bank, travel agent,
insurance company, real estate agent
and computer store on the
planet
Unless ...
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YOUR LOCAL FRIENDLY RETAILER
NAILED NEW & OLD ECONOMY
STUCK IN THE 80s
DINOSAURS LOOKING TO
SURVIVE
CustomerCentric
Adapting to change
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YOUR LOCAL FRIENDLY RETAILER
NAILED NEW & OLD ECONOMY
STUCK IN THE 80s
DINOSAURS LOOKING TO
SURVIVE
CustomerCentric
Adapting to change
DISINTERMEDIATIONSTAYIN ALIVE
CORE VALUESPRIMED
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YOUR LOCAL FRIENDLY RETAILER
NAILED NEW & OLD ECONOMY
STUCK IN THE 80s
DINOSAURS LOOKING TO
SURVIVE
CustomerCentric
Adapting to change
DISINTERMEDIATIONSTAYIN ALIVE
CORE VALUESPRIMED
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Source: Credit Suisse
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Source: Credit Suisse
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So The Challenge Is ...
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From matching customers to products, we need to match products
to customers
Seth Godin
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Individual
Segment
Region
Mass Market
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IndividualSegment
Region
Mass Market
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Thanks
www.TheBankChannel.com@TheBankChannel