B r a y L e i n o C X

Transcription

1 We are Bray Leino CX

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3 Organisations committed to CX are shown to outperform their peers. Econsultancy 2018 Digital Trends

4 Customer Experience in 2018 We are entering a design and creativity renaissance, with top-performing companies recognising the importance of these capabilities to complement data and technology excellence. Econsultancy 2018 Digital Trends

5 Which one area is the single most exciting opportunity for your organisation (or your client s) in 2018 Optimising the customer experience 15 % 19 % Data-driven marketing that focuses on the individual 14 % 16 % Creating compelling content for digital experiences 14 % 14 % Using marketing automation to increase efficiency and yield 6 % 9 % Video to increase brand engagement 9 % 9 % Multichannel marketing 8 % 9 % Social marketing 6 % 10 % Utilising artificial intelligence / bots to drive campaigns and experiences 5 % 6 % Internet of Things / connected devices e.g. wearables, audience tracking 4 % 5 % Reaching and understanding mobile customers 3 % 4 % Engaging audiences through virtual or augmented reality None of the above 2 % 4 % 5 % 4 % Company respondents Agency respondents Econsultancy 2018 Digital Trends

6 Our CX ethos: Identify. Innovate. Prove value. Execute swiftly. 88 % of change initiatives fail* Big changes take big budgets, carry big risks and uncertain returns. Big changes demand the support of many stakeholders. The time taken for this leaves space for more agile competitors to delight your customers. Our approach? Find the gaps, find the opportunities. Then prioritise Minimum Viable Product (MVP) and Proof of Concept (POC) projects. Build quick, test quick, learn quick, focus investment quick. It s much easier for everyone to get behind certainty and drive success. * Source: The Change Catalyst

7 This is how we identify and deliver innovative, value-adding C X solutions >>>

8 It starts with knowing the bigger picture. So, we start with Whole Picture It s simple: great customer experience leads to happy customers leads to repeat, loyal customers. That s why it s vital that organisations put meeting customer likes and needs at the heart of everything they do. Thinking So, as well as discovering what these likes and needs are and exploring how they re changing and evolving we look across the whole of an organisation to map and measure how well they re currently being met. This enables us to pinpoint opportunities for innovation and change.

9 Making results from CX driven innovation possible using Whole Picture Thinking Six core components Strategy Design, Data, Social and Evolution Community Consulting UX and Technology Content Surgery Creativity and Digital Marketing

10 C X Strategy Consulting Instead of wishfully thinking What if?, do. We can help you go from As is to To be through a process of Minimum Viable Product (MVP) lead innovation. We partner with client teams to investigate and validate where CX improvements can drive measurable values. Where are the gaps in the customer experience? And that s the key here. Measurable value. Where can we improve? What do we need to focus our energy and your money on? As L2 say, Genius Brands make things easy and personalised. Couldn t agree more.

11 CX Strategy Consulting CX Now. Understanding existing experiences, assets & business performance. - BluePrint mapping of current marketing and operations - Business and brand strategy - Value chain analysis - Google Analytics; SEO, PPC content audits - Digital marketing driven audience persona mapping - Performance vs. key competitors. - Stakeholder interviews - CX Now war room creation to align business leadership. CX Innovation, Strategy and Delivery. From identified to bottom line results. - Identification of friction points in CX journeys - Identification of CX MVPs and POCs to fix friction points; prioritisation with stakeholders - Project and Programme Management of MVP and POC delivery - Results capture & presentations numbers and animation of revised experiences - Full roll-out of proven CX enhancements. - Staff engagement with results and change. CX Expectations. Understanding experiences customers demand; are likely to demand. - Voice of customer research - Next generation prospect expectations vs. existing clients - Beyond the sector CX innovations (liquid expectations) - Board and full organisation engagement with, and acceptance of the need for, change.

12 CX Design, UX and Creativity Never underestimate the power of great design. User-centred and thoughtfully-executed design. In 2017, it helped to double an organisation s online market engagement in just three months. In 2018, we ve applied it on key social media channels to buck a category decline. Because our creative minds also think customer first. (If you want to know more about these two pieces of work, we ll happily share.)

13 CX Design, UX and Creativity CX Brand. Your brand and its place in your customers (and prospects ) world - Understanding the CX brand story - Tone of Voice development by persona group - Visual design by persona group - Channel matched design and creative - Design and creative that storytells across channels and touchpoints. CX, Design, Creative and Expectations. Opening your brand to your audiences - UX design and creative to minimise friction, drive interaction and data capture - Design and creative for social platforms and driving share - Design and creative that meets digital engagement criteria of (any or several of) funny, useful, beautiful, interesting. CX Design tech needs. How UX design interacts with technology - Journey analytics and UX journey mapping - IA, sitemaps and systems requirements - Content planning - Wireframing, UX prototyping and UX lab testing - UX testing vs. competitors and best in class non-sector experiences - Project and Programme Management of MVP and POC delivery - Prioritisation of UX design investment based upon likely ROI and budget.

14 CX Data, Technology and Digital Marketing The smartphone in our hands. Or on the desk. Or the bedside table. Virtually always on, always connected. Its place in our lives means that data and technology are now at the centre of most customer journeys and experiences. Through intelligent capture and use of data, through systems thinking and architecture, we help our clients to create seamless customer experiences that integrate the appropriate technologies. In other words, we ll help you find your place in your ideal customer s world.

15 CX Data, Technology and Digital Marketing Data and systems auditing - How data is collected, for what purposes; completeness, currency and accuracy - Data permissions - How data is leveraged (or not). Where data handover points exist (or don t) - Data analytics and modelling - Existing systems architecture and design vs. future CX driven possibilities - Future systems architecture and design vs. existing platforms and available budget. Digital Marketing - GA, SEO, PPC auditing - Conversion rate optimisation (CRO) consulting - SEO consulting and implementation - PPC consulting and campaign execution - MI dashboard implementation and reporting. CMS deployment - Sitecore, Umbraco design, build, deployment - CMS integration with back end systems and data - Hosting, continued evolution - AI and recommendations engine deployment.

16 CX Social and Content In a world where values for money increasingly trump value for money, how does your brand demonstrate a relevant, relatable and authentic position rather than irrelevant marketing positioning? A position that plays positively in a world where how you make people feel and what people say about you matters more than what you want to say. How does your brand play out socially and commercially in a world of technology convergence? For example, could you be using Facebook Messenger to engage with your customers where they already are rather than expecting them to download and use your App?

17 CX Social and Content Social strategy - Audience persona insights; likes and needs analysis - Social campaign platform strategy and audience access metrics - Social content gap analysis and campaign strategy - Content strategy - Crisis comms strategy. Platform level social content production - Storytelling, copywriting and blogs - Photography - Video. Talking head interviews, announcements, corporate videos, recruitment - Branded podcasts - In-depth white papers. Social meets commerce - technology CX strategy - Tech integration analysis and opportunity identification - Using social platforms to reduce transaction friction - AI and bots for social messaging. Social campaign execution and measurement - Influencer engagement - Paid promotion - Crisis comms execution - Dashboard reporting.

18 CX Evolution Because standing still is never an option We stay closest to brands that continue to offer us new things. Useful things. Unexpected things. Features, offers, moments of recognition, moments of joy, moments of reduced friction, moments to talk about and share. These all reward our attention. In a world of distraction, we know just how much these things matter. That s why, at 10am once a month for one hour, we review each and every client account to find you a must-happen piece, a could-happen piece, and a moonshot-wouldn t-this-be-incredible-if-it-happened piece. Because to enable you to surprise and delight your customers, we need to excite you.

19 Join the CX Community Surgery Brilliant CX doesn t come from working alone We want to make it easier for business leaders to benefit from the experience of others. So, since customers transfer their experience expectations across sectors, we are kicking off a bi-monthly CX Innovation Club. This roundtable breakfast club will allow cross-sector client-side organisations the opportunity to discuss their challenges and share CX best practice within a closed environment. The only rule? No selling. This is about sharing, exploring and innovating not selling what already exists. Please do ping Lisa a note if you re interested in hearing more. lballam@brayleino.co.uk

20 Who we do it for

21 The ability to execute through Mission Group scale Bray Leino CX is wholly owned by 1,000 team members 14 agencies 24 offices in the UK, Asia and the USA All unswervingly dedicated to helping clients grow and succeed.

22 Mission digital community The Mission Marketing Group is an internationally respected Agency group, delivering outstanding results for clients wherever they operate. The 14 Mission agencies have a formalised Digital Community that comprises over 250 digital specialists. Spread across the world, our digital specialists range from developers and designers through to UX specialists and social media experts. They are integrated into our agency businesses and are connected through a passion for technology, a constant desire to simplify and an endless curiosity to innovate. We frequently build bespoke digital teams for our clients from across our digital community, meaning we offer the robustness and scale of an enterprise level provider in specific technologies, but with the creative mindset and nimbleness of a start-up.

23 Let s talk Alan Thorpe Managing Director Mob Tel athorpe@brayleino.co.uk brayleinocx.co.uk