Rob Millar: Who Gives a $#@/ About Customers?
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Who gives a [please insert word] about customers?
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Transcript of Rob Millar: Who Gives a $#@/ About Customers?
Who gives a [please insert word] about customers?
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• 31 million men / 5 million women in 46 countries• $200M potential IPO of sin stock
• Hacker group Impact Team stole and published client data online over the summer• Analysis by Gizmodo suggested <1% were actually real women
• Unconfirmed suicides, extortion claims and numerous litigation start-ups
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Hard Drive Productions 2010
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Core wants
Adultery Adult content
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Core needs
? ?Anonymity
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Why is this important?
Core needsCustomer
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The world has changed
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Insurance in the 1970’s
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Insurance in the 2010’s
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toCustomer ledProduct led
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Customer led
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Customer centred
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Putting the customer at the heart of the business
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But what is it?
NPS Scores
Smilin
g
New Product Development
Cultu
ral
Chan
geIncentive Structures
Champions & Evangelists
Leadership
Service DesignAgility
Brand Values Targ
et O
pera
ting
Mod
el
Prototyping
Journey Mapping
Voice
of t
he
Cust
omer
Employee engagement
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Are there really any benefits?
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How do you do it?
Insight
Culture
There are six key areas that companies need to focus on to deliver a true customer-led offer.
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The six elements
Insight
Culture
The ability to create a plan of action agreed by the business to deliver to set of of customer-focused goals.
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The six elements
Insight
Culture
The ability to gather, analyse & communicate client information that deepens employee understanding of / empathy with the customer and drives decision making.
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The six elements
Insight
Culture
The ability to create new products, services and experiences across channels based on customer insight.
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The six elements
Insight
Culture
The ability to deliver the experience, products and services you design into the market. It is also the ability to deliver change into your organisation.
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The six elements
Insight
Culture
The ability to develop a set of shared values, principles and beliefs that will guide the business towards an agreed vision. The ability to communicate this vision externally.
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The six elements
Insight
Culture
The ability to use metrics to understand how your operations support delivery of the strategic objectives of the organisation.
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Case studies – CitizenM
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Case studies – CitizenM
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Case studies – Virgin MediaOperational• Stop doing dumb things to your customers• Fixes will improve things for about 3/4 years
Relationship• How do you make the organisation work end to end for the
customer • These fixes are right across the organisation
Cultural• When you become truly customer-centric• ‘One day we stopped talking about selling mortgages and started
to talk about people moving house’
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Case studies – Virgin Media
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Case studies – Spotlight
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Why do you care?
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For the brands in the room
1. Digital driven transformation
2. Acting as the path finder for the organisation
3. CDO to CCO
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For the agencies in the room
1. Understand your role and how you link beyond digital
2. Create a common language
3. Build your eco-system
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Thank you
