Pete Dixon O2 Customer Experience. Customer centred design at O2 How did we do it and how far have we got?

Transcription

1 Pete Dixon O2 Customer Experience Customer centred design at O2 How did we do it and how far have we got?

2 A bit about O2 O2 is a mobile telecoms provider We have over 450 retail stores across the UK We win awards for service Awarded best customer service seven years running by Ofcom We sponsor customer experiences Creating memorable customer experiences The O2 O2 Academy venues England Rugby

3 We must be perfect right? Maybe not

4 But before we go any further - a health warning The views I ll give during this presentation are those of Pete Dixon and may not necessarily represent the views of O2 Falling If this is likely to offend please leave now

5 For any company to make a big CX change of focus it takes one of two things to happen There is a true visionary, high enough up in the organisation who decides to force through or sell the change to the rest of the business Your company launches some truly abysmal products that cost millions, make no money and p!$$ off a whole bunch of loyal customers At O2 we chose the second route joggler Money

6 But you also need an inspired win so you have something to base the new process on International Favourites a replacement calling card proposition All online, with the potential to be confusing But used many of the elements that ended up in the CCD process How did I do it? Well that s another story

7 Next step Find a company wide process and hijack it We use to have The Project Delivery process Now we have The Customer Centred Design process One process for all product development Incorporating the IT delivery process

8 So here it is Five steps All pretty obvious 2 steps were seen as new ones Tell yourself it s iterative, chuck in a few gates and a bit of governance Falling

9 Then sell it into the business CX training workshops CX spaces and rooms CX Days Gamification of learning. Real not ideal journey mapping. Storyboards and lots of chocolate. Rooms containing creative and CX tools which the team make use of for workshops. Engaging the whole company on what customer experience is and what delights customers.

10 Did it work? Kind of. More than I d seen or heard of in other companies Propositions were more focussed on delivering a good customer experience But were we really customer focussed or just using the words? You don t make a company more customer focussed by changing a bunch of job titles But don t get me wrong this was a big improvement Falling Then our boss changed and we tried it all over again

11 But what would happen if Pete ruled the world? How about an end to third world debt and global warming? But back to the story. O2 is still a very commercially focussed organisation the bean counters still reach the top They talk about us being customer focussed but are afraid to make the decisions required to turn us into a John Lewis In the short term it would loose us money

12 What s still missing? We need representation on the board We need someone to take responsibility for launching crap products We need to incentivise the business to not just focus on cost and time but be bonused on delivering a great experience Will it happen?

13 And how did we describe it externally? Formation of a cross functional virtual team of CX experts spread throughout the business using common tools and processes 500 people trained on CX from CEO downwards The only product development process in O2 is now the Customer Centred Design process We have a gated process We make sure the right people have the right information at the right time on which to make decision

14 Then we got even cheesier this is what we said CX teaser campaign We re going on an adventure using blogs, Yammer and physical stickers. CX awareness events 2000 starter packs given away. CX training program Tailored to specific groups and iterated based on feedback. CX giant room wallpapers And material in all meeting rooms.

15 But we do have a great team With the talent, creativity, drive and the passion to deliver the best possible customer experience And that kind of makes up for most of the frustrations Thanks

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