Moving from professional services to serving
professionals’ needs
So why focus on digital?
“One third of UK business leaders are concerned about a significant new competitor
from the technology sector”
PwC Annual Global CEO Survey
Empowering customers to have it their way (In return for their data)
New models in lookalike sectors…
Q2 2015: eToro raising an additional $12million The total investment volume raised among the investors amounted to $39 million. Funding circle fund £623,610,260 worth of loans so far
Are forcing incumbents to evolve or be superseded
“Nutmeg targets 100k users by Q2 2015” The group raised £19m from investors including Schroders
“Investec to launch a rival to Nutmeg” Wealth manager is setting up a discretionary investment platform later this year. Wednesday 06 May 2015
“Barclays plans D2C offering for 2015” Monday 07 July 2014
“Hargreaves to launch D2C discretionary service to plug advice gap” Wednesday 03 September 2014
Revolution is coming to your cyberspace very soon!
Timing (years)
0
5
10
15
20
25
30
35
40
45
50
0 1 2 3 4 5
Imp
act
(% c
han
ge
in b
usi
nes
s)
Realestate
Professional services
Finance
ICT and media
retail trade
Arts and recreation Government services
Utilities
Recruitment and cleaning
Transport and post
Health
Education
Agriculture
Mining
Manufacturing
Construction
Wholesale tradeAccommodation and food services
Short fuse, Big Bang
Short fuse, Small Bang Long fuse, Small Bang
Long fuse, Big Bang
32% of the economy 33% of the economy
18% of the economy17% of the economy
So why focus on the digital customer?
We all expect digitally enabled personal service…
• Our expectations are higher – if we don’t have a good experience, we’ll move to a competitor.
$83bnIs lost each year in poor customer experiences
(IBM)
HMWIs spend this many hours online per week, on 4 devices
48hrs
Your clients are even more sophisticated and demanding
Ref: LinkedIn
By 2015, “digital natives” will hold the majority of buying power in the economy, and by 2025,
they will dominate the UK.
– PWC
Your target audiences want
Authenticity and simplicity
• More retail focus to content
• Features and benefits • Peer to peer advice • Educational tools • Experts as
personalities
Hyper-convenience
• Digital self-service • Multiple media types • Responsive and
adaptive • Specific touch points
for specific tasks
Accessible expertise and the inside track
• Audience specific portals
• Thought leadership hubs
• Advice centres • Access to experts
More relevance
• Needs-based navigation
• Personalisation • Content syndication
Understanding client needs is what sets you apart
The ideal relationship is the lawyer who is closest to being a member of the in-house legal team, someone who understand
our values, culture, style and our business.
You tend to find with the major [engineering] consultants that they’re all pretty close to each other. What matters is their
understanding of client needs.
– NISUS Consulting
So what’s stopping this experience being the norm?
But what you offer is complicated!
Take of the logo and they could all be the same
Take of the logo and they could all be the same
Some move towards client challenges
But the experience is generally hard work
Suggested next steps after reading the page
Highlight the service leader contact details and information
Contextual crosslink between services and industries
Related content at the bottom of the page to increase engagement and provide guidance in finding relevant information
1. Not responsive
2. Sites, apps and social destinations aren’t organised by the challenges your customers are facing
3. USPs are not clear
4. Useful sections and thought leadership hidden
5. Inflexible template structures
6. Confused navigation, repeated items
7. Outdated, passive and informational content that isn’t nuanced for different audiences
8. Poor tagging and linking of related content
Top issues
So where to begin?
Personalisation / segmentation
Page layouts that work across different layouts
Personal, differentiated
Variety of content types
Video Infographics
Think beyond your peers• Clear information hierarchy
• External as well as internal-focused organisation
• Categories that drive users to self select
• Dedicated experiences for each journey
• Good tagging of deep-lying content to key themes
• Strong visual identity for each service and challenge
• Flexible page layouts
• Focus on contextual content tone and messaging
Self identification – BT
Life stage navigation – HSBCBusiness websitePersonal website
Need based and mobile first – Adobe
Data visualisation - Nutmeg
Talking to different users… differentlyRoyal Mail: Corporate audienceRoyal Mail: Personal audience
• Primary CTA addresses core personal user need• Clear path to top personal user tasks • Quick links
• Primary CTA focuses on offline interaction• Tools are business-focused• Explanatory/persuasive text – sales pitch
Talking to different users… differently
• Educational tone• Sober imagery, headings in question format• Video for clear, reassuring explanation
British Heart Foundation : FundraisersBritish Heart Foundation: Users with health worries
• Conversational, jocular tone• Fun imagery• ‘Order a fundraising pack’ CTA (off page)
Closing thoughts
Need based strategies in the digital world are a 3 way street
Market and industry trends
Audience needs, expectations, pain points
Business needs
A successful strategy aligns these competing needs
So ask yourself
Do you have a digital strategy and objectives?
Have you defined the audience goals you are trying to meet to deliver
these objectives?
Does it align with your organisation’s
business objectives?
Do you reallyknow how your
suspects, prospects and clients use digital in
their relationship with you?
Does each new initiative look to meet at least one audience and
business need?
Have you optimised the solution for the
device it will be consumed on?
Is your content tailored for the target audience and device
it will be used on?
Will you know if you’ve been successful?
Thank you
ormlondon.com@ormlondon
Top Related