During the recent XD Atlanta meeting: "Customer Experience in the Rise of the Digital Age" — I kicked off a leadership panel with this presentation focused on shifts in customer behavior as more products and services turn to digital.
2. Sarah Rogowsky
Strategic Client Partner - Retail
projekt202
Jeremy Johnson
VP of Customer Experience
projekt202
Chris Ybarra
Sr Corporate Counsel - Technology Transactions
The Home Depot
Sarah Rogowsky
Strategic Client Partner - Retail
projekt202
Jeremy Johnson
VP of Customer Experience
projekt202
Chris Ybarra
Sr Corporate Counsel - Technology Transactions
The Home Depot
projekt202
7. How many people have the word “digital” in
their titles or departments?
8. "Well, that’s a problem with the word
‘digital’. This is why I always thought the
title of chief digital officer was absurd.
It’s like saying ‘chief air officer’.
Everything is digital.”
— Nick Law, Apple
https://www.contagious.com/news-and-views/creative-agencies-must-change-to-survive-digital-world-says-apples-nick-law
17. “48% of Car Buyers
Choose In-Vehicle
Tech Over Brand,
Body Style”
“Whether or not a new
vehicle offers advanced
technology is increasing in
importance as a decision-
making factor among new-
vehicle buyers.”
18. Millennial drivers are willing to
pay more for the technology
they want, with 55% of them
expecting to spend an additional
$2,600 to get desired tech
features.
70% of respondents noted
they would consider paying
more for driver-assist
technology
$2,600 70%
of car shoppers have done
their research and know
exactly what in-vehicle
technology they are
interested in before they visit
a dealership
56%
EXPERIENCE MATTERS… THEY’RE WILLING TO PAY MORE!
19. ““It's 2017, and we rely on our smartphones (music, navigation, etc...) as well
as a usable interface. Toyota is completely disconnected with the consumer,
surprised they haven't added cassette decks back into their vehicles.
I have one Toyota and a Ford. My ford lease is up in Sept, and while I would like
to have both vehicles be Toyotas, I absolutely cannot pull the trigger due to
their entertainment systems. My next vehicle will be a Honda, they at least
listen to their customers' needs/wants.”
https://itunes.apple.com/us/app/toyota-entune/id453140446?mt=8
36. http://startupgraveyard.io/company/rdio/
Issues with:
• Marketing & Distribution.
• Didn’t prioritize differentiated features correctly.
• Was slow to move with customer trends.
• Too much focus on “design”.
• Didn’t shift with customer’s expectations around free,
ad supported services.
39. Who here believes design is a substantial driver
of revenue and growth?
40. “In the age of the customer, the
primary differentiator for companies
is CX, which undoubtedly drives
tangible business results”
https://www.forrester.com/report/Top+Research+For+CIOs+Customer+Experience/-/E-RES146097#figure1
41. Additional revenue via
better experience
which drive more
customers & sales.
Savings via improved
processes, systems,
via digital
transformation.
Get to market with the
right product or
service faster, and hit
the mark the 1st time.
Identify new concepts
and revenue streams
that leverage your
brand in new services
or products.
The right experiences drive business.
MORE
REVENUE
REDUCED
COSTS
TIME TO
MARKET
NEW
CONCEPTS
42. 50%
A top e-comm site saw a 50% increase
in mobile traffic, after moving to a
responsive re-design by projekt202.
Need to improve your
mobile channel?
75%
A major financial group saw channel
utilization increase to 75% for selling home
mortgage products online — a total
rethinking of how they go-to-market to
customers lead by projekt202.
Need a new understanding
of your customers?
180%
A large retail group was trying to figure out
how to get more points redemptions in their
online channel. projekt202 helped improve
redemptions by over 180% through
improved customer understanding.
Looking for ways to improve
your loyalty program?
30%
Working with a traditional brick-and-
mortar on their top 1,000 e-commerce
site, with over half a million daily visitors,
projekt202 redesigned the site, which
shifted their total online sales to 30%,
leading other retailers at the time.
Looking to shift with
your customers?
1st
projekt202 helped a 50+ year old
organization get their first true digital
product to market, moving them from
traditional retail, to the start of a true
digital powerhouse!
Need help delivering your
first omnichannel
experience?
90%
projekt202 helped a household brand name
reduce their product set-up time by 90%, as
well as reducing store returns. This was done
through better customer understanding
combined with improving the user experience.
Need help improving
your products, and the
out-of-box experience?
Customer understanding has a direct impact!
43. Time and time again it’s proven that
organizations investing in customer
understanding, design, and
becoming more experience-driven
see better returns.
Here’s just one of the many
examples where companies that
invest in design-centric methods
and processes out perform theS&P
500 by a margin of 228%.
44. The Revenue Impact Of Improving
Each Industry's Average CX Index
Score By One Point
Forrester has a “CX Index” — they’ve done
the math across industries, that increasing
their score by only one point will gain
millions in additional revenue per year.
This is done via:
• Increase Customer Retention
• Higher Cross-Sell & Upsell potential
• More New Customers
• Decreased Cost to Serve Customers
https://www.forrester.com/report/The+ROI+Of+CX+Transformation/-/E-RES136233
45. The business value of design is real.
“Companies outperformed industry-
benchmark growth by as much as
two to one.”
• Tracked companies
over a 5 years period
• Connected with 300
publicly listed
companies.
• Recorded over 100k
“design actions”
• And over 2m pieces of
financial data collected
46. Level 1:
Producers
41% of companies
More adoption of design
Morebenefitsfromdesign
Level 2:
Connectors
21% of companies
Level 3:
Architects
21% of companies
Level 4:
Scientists
12% of companies
Level 5:
Visionaries
5% of companies
*Based on 2,229 respondents
As you continue to grow your
design maturity…
A select group of companies are
receiving the most value from design for
business. Although nearly 80% of
companies include design on projects
often or almost always, just 5% are
empowering design for the greatest
benefits, and 41% have significant room
to grow.
The NewDesign FrontierThe widest-ranging report to date
examining design’s impact on business
https://www.invisionapp.com/design-better/design-maturity-model/
47. Revenue Cost savings Time to market Valuation
4X
5X 6X
26X
92%
22%
85%
16%
84%
14%
52%
2%
Level 5 companies
Level 1 companies
“Our design team has had
proven impact on: ”
*Based on 2,229
respondents
Maturity is reflected in results
So how does this investment in design
relate to the bottom line? It’s not just
qualitative business results, like
customer satisfaction and loyalty, that
design has an effect on. Companies in
our study reported that when design
takes center stage, it can have a direct
impact on tangible business results, like
revenue, valuation, and time to market.
The NewDesign FrontierThe widest-ranging report to date
examining design’s impact on business
https://www.invisionapp.com/design-better/design-maturity-model/
48. What level would you say
you’re at…?
Level 5: 5%
Visionaries
Design is business
strategy
Level 3: 21%
Architects
Design is a standardized
scalable process
Level 4: 12%
Scientists
Design is a hypothesis
and an experiment
Level 2: 21%
Connectors
Design is what happens
in a workshop
Level 1: 41%
Producers
Design is what
happens on screens
49. Include Experience in
Your Company’s DNA
• Focus on the value of allowing teams to break tradition and support cross-
functional collaboration.
• Ensure teams have training and change management skills to recognize
that experience is more than a department or a mindset; it’s at the heart of
product and service creation.
• All practice areas – whether product, finance, technology or others – benefit
from modern experience-thinking.
51. ““…Her advice to companies: Break
the digital transformation into
pieces, starting with improving
the employee experience. Then
build quickly from there.”
— Meg Whitman
53. • Net Promoter score (NPS) doubled
• Revenue from products introduced in the past 2 years doubled
• Profitability up 26%
“…In particular, for companies that
invest the most in employee experience
yield valuable results”
“
https://cisr.mit.edu/blog/documents/2017/06/05/2017_0525_employeeexperience_dery.pdf/
Employee Experience Outcomes
WHEN YOU UNDERSTAND YOUR EMPLOYEES AND IMPROVE THEIR EXPERIENCES…
57. https://www.fastcompany.com/3065045/southwest-airlines-
digital-transformation-takes-off
Getting planes in the air as fast as
possible is important to an airline for a
number of reasons, including the
experience we’re having as customers —
but also fees, penalties, and on-time
performance.
This leading airline was able to create a
better understanding of their employees,
the current tools they were using, and the
overall journey — to help identify pain
points and opportunities to build out a new
solution that made their employees more
effective and empowered.
59. “…it helped lead to on-time performance on days with poor weather or other challenges
that was 10%-15% higher than similar days before the system was adopted.”
61. Customer Experience
Employee Experience
Operational Process
Agile Organization
Design MaturityCenter of Excellence
“EX”
“CX”
It's no longer a question of
whether EX is important — to
deliver great CX employers
need to remove barriers and
provide resources employees
need.
“Too often, employees waste
time using kludgy systems,
following inefficient processes
and outmoded rules to get work
done. Balancing job resources
with demands is the closest
thing there is to an employee
engagement silver bullet.”
— Forrester Employee Experience Index
Employee Technology
HR Processes
“FULL STACK CX”
64. Many organizations don’t have a
repeatable method of revealing customer
insights and their journeys to define the
right experiences.
The missing ingredient for CX?
65. You must Reveal the
Reality of your
customers via
mature methods
Customer Insights
must be actionable,
not philosophical
Your CX process must be disciplined!
The Customer
Experience Strategy
must plug into the
business &
technology strategy
Everything must be
tied together with a
delivery roadmap
www.projekt202.com
68. You must walk with your
users: customers or
employees when designing
and developing new solutions.
Determine your
Customer’s Journey
69. Synthesize the Data
You’re looking for patterns. This
is the data that will give context
to the work you are doing, both
insights and opportunities.
70. — confidential —
Reveal the Reality
Visualize the world your
customers live in so that your
internal teams have the ability
to drive growth and value.
77. Make All Customer
Touchpoints Matter
• One optimized channel is no longer enough; all your channels must work
seamlessly across a user’s journey.
• Often, even small pain points in one channel can hurt your overall brand
experience.
• These include key interactions across your business, such as call centers,
kiosks, in-person, mobile apps, supply chain, back-end systems, and chat bots.
79. Drive Strategy with Deep
Customer Insights
• Defining customer insights must be seen as a core competency in your
organization, and one that shapes everything, including your strategy and
products.
• Insights help you best determine what you should sell and where innovation
dollars should go.
• Customer insights focus your teams to move in the right direction: the direction
of your customers.
82. Learn Fast and
Experiment Often
• Focus your teams on outcomes. Anyone can complete tasks, but only an
Experience-Driven team can work toward a business metric that also achieves
a user’s goal.
• Think of everything as an experiment and get adept at running them. Devise
fast ways to take insights and launch tests, then iterate on those tests and
make improvements.
• Prototype out ideas before spinning up large, expensive teams. How fast you
can learn will put you ahead of your competition.
83. How many people get the
opportunity to sit next to
their customers in the field?
86. experience.projekt202.com
We wrote the book on helping businesses gain insight
from their customers and users — insights that lead to
effective, successful launches.
We’re here to help organizations navigate this new experience-driven
world, and over time we’ve perfected a process that clearly identifies
experience enhancements, and prioritizes those enhancements to
feed backlogs and roadmaps with the right solutions.
Our book, Designing Software for People: Application Development in
the Experience Age — gives a detailed overview of this process and
how it’s key elements are applied.
You can download a free copy here: