Summary of a short talk I gave at Customer Experience Explored event in London on 15 March 2017, hosted by Biglight
http://biglight.co.uk/news/585/biglight-hosts-custom…
You can hear my dulcet tones for the last 5 mins of the talk on YouTube: https://www.youtube.com/watch?v=yBk0Y1uNXlA
2. provocative
prəˈvɒkətɪv/
adjective
1 causing anger or another strong
reaction, especially deliberately.
"a provocative speech"
This presentation is
designed to provoke you
into thinking differently
about your digital
strategy.
You may not agree with
all of it. That’s fine.
3. Peter Drucker
YOU CAN’T MANAGE
WHAT YOU DON’T MEASURE.
Some digital people
use this phrase to help
persuade bosses that
measurement is some
kind of holy grail.
That metrics will
show you a path to
customer centricity.
5. Monetate E-Commerce Quarterly, Nov 2016
If that were true,
Google’s Checkout
video wouldn’t be so
funny, plus our
conversion rates
would be so much
more appealing.
6. Monetate ECommerce Quarterly, Nov 2016
4 – 5%
4-5% conversion is
something I could only
dream of while I
worked in travel…
7. David Jarvis aka DJ, 2017
IF YOUR WEBSITE WAS
A STORE COLLEAGUE,
YOU’D FIRE THEM.
If retail stores only
achieved the same
level as digital, you’d
be having serious
words with the staff.
8. Modern Toss, 2017
And here’s what I
think is at the root of
it. We’re measuring
the wrong things.
9. NOT EVERYTHING THAT
COUNTS CAN BE COUNTED.
William Bruce Cameron, 1963 (Note: NOT Einstein!)
Our Conversion Rate
Optimisation doesn’t
measure customer
outcomes, it measures
business outcomes.
10. - Luke Wroblewski, 2017 (@lukew)
You can see this
everywhere. Twitter
for example…
(HT to @lukew)
11. MEASURE
CUSTOMER OUTCOMES
UNDERSTAND YOUR
ORGANISATION AS
A SYSTEM
TAKE DIRECT
ACTION ON THE
SYSTEM
IDENTIFY LEVERS
FOR CHANGE
Check Plan Do
ELIMINATE
WASTE
LET ‘WORKERS’
DESIGN THE WORK
The problem won’t be
solved with a few A/B
tests. We really need
to do our jobs
differently.
12. W Edwards Deming
95% OF PERFORMANCE IS
DRIVEN BY THE SYSTEM,
NOT YOUR TEAM.
Acting on the system
rather than individual
touchpoints is the way
forward. Inspired by
Dr W Edwards Deming.
13. But digital people –
and perhaps people in
general – like to stick
to what we know. The
wider end-to-end
customer experience
is often neglected.
14. John Seddon, Vanguard Consulting
THE COST OF ANY
TRANSACTION IS IN THE FLOW,
NOT IN THE
TRANSACTION ITSELFWhen you treat
customer interaction
as a cost that needs to
be slashed, you tend to
add cost, not reduce it.
15. This is why many of
our larger companies
have become call
centre factories. How
frustrating is that??
16. The Shift Index 2016, Deloitte
“Return on Assets” for large US companies
Meanwhile companies
don’t learn their
lessons. Their return
on assets has been
plummeting for years.
17. Which plays very very
nicely indeed into the
hands of the one
business that’s not
playing the game by
the same rules.
20. And yet the business is
insulated from
shareholder pressure.
Whatever Amazon
does, the share price
goes up.
21. Meanwhile Amazon
has a huge stock of
cash ready to disrupt
any sector or any
industry at will.
They’re the only
retailer able to play a
last man standing
game.
22. Je! Bezos, 2013
THERE ARE 2 KINDS OF COMPANIES.
THOSE THAT WORK TO TRY TO CHARGE MORE
AND THOSE THAT WORK TO CHARGE LESS.
WE WILL BE THE SECOND.
In many ways, that’s
the strategy. Amazon
can undercut any
company it chooses
until we’re all out of
business. Great!
23. Peter Drucker
THE PURPOSE OF A BUSINESS
IS TO CREATE, AND RETAIN,
A CUSTOMER Back to Mr Drucker. If
he’s right with this
quote, we all need to
work harder to focus
on our customers if
we’re going to repel
Amazon.
24. David Jarvis (aka DJ), 2017
4 Rs OF DIGITAL DIRECTORS:
RE-PITCH
RE-STRUCTURE
RE-PLATFORM
RESIGN And yet, here’s the
kicker. There’s some of
us who appear to be
riding the bandwagon.
25. But that doesn’t need
to be you, dear
Slideshare or LinkedIn
reader. You can zig
while the others zag.