The Win-Win Customer Experience by Peter Fisk

The Win-Win Customer Experience …. winning brands enable customers to achieve more

Peter Fisk peterfisk@peterfisk.com theGeniusWorks.com @geniusworks

Brands about customers

Brands enabling customer

to do more

Brands enabling customers to do

more together

The Win-Win Customer Experience … brands are about customers not business or products

The Win-Win Customer Experience … brands enable customers to achieve more

to do more

The Win-Win Customer Experience …. brands connect customers to achieve more together

to do more

more together

It’s all about me …

… enabling me to do more

… achieving more together

+genius +genius

More human,

empathetic and

emotional

More immersive,

physical and local

More real, genuine and meaningful

Authentic trust From big to small

Customer Agenda

+genius +genius

More wellbeing, happy and

healthy

More protected,

security and sanctuary

More time for friends,

family and living

More human,

empathetic and

emotional

More immersive,

physical and local

Balanced lifestyle

From wealth to

health

Customer Agenda

+genius +genius

healthy

More protected,

family and living

More caring for people and society

More sustainable, in use and recycling resources

More responsible,

fair and ethical

More human,

empathetic and

emotional

More immersive,

physical and local

Positive difference

From be good to

do good

Balanced lifestyle

From wealth to

health

Customer Agenda

+genius +genius

healthy

More protected,

family and living

More responsible,

fair and ethical

More simple,

selective, less is more

More intelligent, using data

and technology to help us

More mobile, fast

and anywhere

More human,

empathetic and

emotional

More immersive,

physical and local

Simply smart From

complex to easy

Positive difference

From be good to

do good

Balanced lifestyle

From wealth to

health

Customer Agenda

+genius +genius

healthy

More protected,

family and living

More responsible,

fair and ethical

More simple,

More mobile, fast

and anywhere

More connected, collaborate

and participate More

together, social and

sharing

More democratic, valuing all people and

opinions

More human,

empathetic and

emotional

More immersive,

physical and local

Better together

From take to

collaborate

Simply smart From

complex to easy

Positive difference

From be good to

do good

Balanced lifestyle

From wealth to

health

Customer Agenda

+genius +genius

healthy

More protected,

family and living

More responsible,

fair and ethical

More simple,

More mobile, fast

and anywhere

sharing

opinions

More ambitious, educating

and innovative

More craft, creating and making our

More action, with support facilitation and advise

More human,

empathetic and

emotional

More immersive,

physical and local

Better together

From take to

collaborate

Enabling action From

consume to create

Simply smart From

complex to easy

Positive difference

From be good to

do good

Balanced lifestyle

From wealth to

health

Customer Agenda

+genius +genius

healthy

More protected,

family and living

More responsible,

fair and ethical

More simple,

More mobile, fast

and anywhere

sharing

opinions

More ambitious, educating

and innovative

More craft, creating and making our

More action, with support facilitation and advise

More influential, connected

and vociferous

More personal,

empathy and recognition

More individual, expressive

and discerning

More human,

empathetic and

emotional

More immersive,

physical and local

Personal power From

average to individual

Better together

From take to

collaborate

Enabling action From

consume to create

Simply smart From

complex to easy

Positive difference

From be good to

do good

Balanced lifestyle

From wealth to

health

Customer Agenda

Marketing

Products Innovations Communications Candles and soap products

First colour print ads

First radio ads Direct selling to consumers

Radio soap operas

First TV ads

Laundry products Brand

Management Hair care Oral care

Home cleaners

Inhouse TV programming

Synthetic Detergents

Flouride toothpaste

Disposable nappies

Enzyme detergents

2 in 1 shampoos 2 in 1 shampoos Tooth Whitening

Coffee

Salted snacks

Cosmetics

Pet food

Marketing function

Supply chain management

Global category management

Corporate venturing

1 - 800 Numbers

Cable TV

Digital ads

Customer is boss Reflect.com pg.com

Marketing

Products Innovations Communications

Candles and soap products

First colour print ads

First radio ads Direct selling to consumers

Radio soap operas

First TV ads

Laundry products Brand

Management Hair care Oral care

Home cleaners

Inhouse TV programming

Synthetic Detergents

Flouride toothpaste

Disposable nappies

Enzyme detergents

2 in 1 shampoos 2 in 1 shampoos Tooth Whitening

Coffee

Salted snacks

Cosmetics

Pet food

Marketing function

Supply chain management

Global category management

Corporate venturing

1 - 800 Numbers

Cable TV

Digital ads

Customer is boss Reflect.com pg.com

Creating extraordinary

value for customers by meeting their wants and needs

rationally and emotionally

The “win win” equation

Value for customers

value for business by driving profitability

and growth in the short and long-term

Value for customers

Value from customers

Think differently

Can you see the man?

Business narrow view

Your narrow view

Customer broader

You Customer

See things differently Think different things

What’s your inspiring purpose?

“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference."

“To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).”

“We add sparkle to people's everyday lives."

“People are builders. They build to educate, to heal, to shelter and comfort families. They build to connect with each other, to share their art and knowledge for the benefit of humanity. Everything people build requires strength to weather the forces of nature and time. It requires a solid foundation. By helping people to solve their building challenges in communities around the world, we are a vital part of that foundation. Our products are everywhere, from the smallest villages to the largest cities – linking communities, providing shelter, and enabling society’s sustainable growth. As a global industry leader, Cemex will continue building a better world for the next 100 years”

Your inspiring purpose

What do you enable people to do?

How do you do it better?

How do they feel?

“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference."

“To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).”

“We add sparkle to people's everyday lives."

It’s all about me …

to do more

DRAMATIC

Reframing your context

x What you do

What you enable

What they achieve

+genius

Reframing Nike

x Sportswear

Do sport

To do my best

+genius

Umpqua Bank

x Banking

Managing finance

Living better

Reframing Umpqua

… enabling me to do more

x What you do

What you enable

What they achieve

x Innovate the

product

Innovate their experience

Innovate their solution

to do more

more together

+genius

Customer

Connecting customers

Collaborative movement

… achieving more together

to do more

more together

value for business by driving profitability

and growth in the short and long-term

Value for customers

Value from customers

Tell others

Pay more

Cost less

Buy more

Repurchase

Purchase

Customer profitability

Time 0

Value from Customers

+genius Value from Customers

Past Future

Today Past Future

Economic Profit $

“Economic value” is the sum of likely future streams of

economic profits

+1 +2 +3 +4 -1 -2

Value from Customers

www.CustomerGeniusLive.com www.Gamechangers.pro

Customer Genius Gamechangers

to do more

more together

>>>>> WORKSHOP >>>>>

Customer insight

Importance to customer

10 20 30 40 50 60

Features

Weight

Availability

Design

Exclusivity

Service Perception of competitors

Perception of performance

10 20 30 40 50 60

Features

Weight

Availability

Design

Exclusivity

Customer priorities

Value for Customer Personal Advice

Brand Range

Customisation

Sales Promotions Availability

Instore facilities

Restaurant Store card

Catalogue

Opening times

Value for Business

Personal Advice

Brand Range

Customisation

Sales Promotions Availability

Instore facilities

Restaurant Store card

Catalogue

Opening times

Finding the “win win”

Example: Coca-Cola

Enablers What I want to be able to do

Essentials What I absolutely need

Energisers What really excites me

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”

Customer profiler

to do more

Customer proposition +genius

Perceived value of

core benefits (what)

Perceived value of

distinctive benefits

Price (how much)

Perceived value of

competitor benefits

(what not)

Net value to

customer

Customer proposition

How much?

What not?

The target customer (Who is the target segment)

The customer context (What they want to achieve)

The distinctive benefits (How you help them do it better)

The relative price position (% more or less than

alternatives)

The customer trade offs (What they could get else where)

Value to customer =

Customer propositions +genius

to do more

more together

Queue at check in

Safety briefing

Board aircraft

Walk to gate

Find lounge

Eat food

Sleep onboard

Queue at passport

Queue for taxi

Arrive at hotel

Explore websites

Have drinks

Watch TV

Book flight

Drive to airport

Find a car park

Queue at security

Relax in lounge

Leave aircraft

Wait for bags

= Each step of the experience from the customer’s perspective

Experience Map 1

The example maps the typical experience of a business air traveller, in this case with 20 steps, although in reality there are often many more.

Queue at check in

Safety briefing

Board aircraft

Walk to gate

Find lounge

Eat food

Sleep onboard

Queue at passport

Queue for taxi

Arrive at hotel

Explore websites

Have drinks

Watch TV

Book flight

Drive to airport

Find a car park

Queue at security

Relax in lounge

Leave aircraft

Wait for bags

= Steps of the experience that do not add value to customers

In the example of 20 steps, 7 have been initially “deleted” because they add little value to the customer, although some tasks may still be essential, but done differently.

Experience Map 2

Check-in online

Personal briefing

Board aircraft

Lounge by gate

Eat food

Sleep onboard

Onboard passport

Preorder taxi

Arrive at hotel

Explore websites

Have drinks

Watch TV

Book flight

Drive to airport

Valet parking

Fast security

Leave aircraft

Bags waiting

Relax in lounge

Streamline = Finding ways to “streamline” or improve the efficiency of steps that previously didn’t add value to customers

In the example, the experience now has 8 streamlined steps, plus 1 deleted outright.

Experience Map 3

Limo service

to airport

Relax onboard

Onboard passport

Arrive at hotel

Explore websites

Leave aircraft

Relax in lounge

= Finding ways to “elaborate” steps to add more value to the customer

Direct to airside lounge

Flexible bar cafe onboard

Book, check in and plan

Limo to hotel w bags

preload

Personal boarding and brief

Innovate

In the example, 20 steps have now been reduced to only 12. 5 steps have been elaborated, whilst 1 has been streamlined and 8 deleted. Every step is now positive, including the ending.

Experience Map 4

Time to rethink my experience …

Peter Fisk is a bestselling author, inspirational keynote speaker and expert advisor, helping leaders to develop innovative strategies for business and brands. He is founder of GeniusWorks, a boutique advisory firm, helping business leaders to develop more innovative strategies that accelerate growth in fast-changing global markets. He is also Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools. He features on the Thinkers 50 “Guru Radar” who say “his work constantly challenges the status quo.” Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. He has worked in every sector and region of the world. As CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He now works with the leaders of businesses - as diverse as Aeroflot and America Express, Coca Cola and Mars, Philosophy and Red Bull, Sabre and Santander, Tata and Virgin, Visa and Vodafone - to think smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s best-selling book "Marketing Genius" explores the left and right-brain challenges of success, and is translated into 35 languages. It was followed by five others – “Business Genius” on leadership and strategy, “Customer Genius” on customers and experiences, “People Planet Profit” on sustainable innovation - and most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21st Century. His new book "Gamechangers ... Are you ready to change the world?" is based on extensive research into the 120 companies who are shaking up markets, and making sense of how they innovate and win. It explores the challenges of new markets, changing customers, brand building, digital media, new business models, inspiring leadership and positive impact. Wired Magazine said it is “thorough and smart, inspiring and practical”. Peter was described by Business Strategy Journal as "one of the best new business thinkers". He is thoughtful and practical, combining high-energy keynotes with high-impact workshops. Each one is uniquely designed for the specific audience, their issues and aspirations. Helping people to find their own space, to be leaders of change - to be bold, brave and brilliant.

www.CustomerGeniusLive.com www.Gamechangers.pro

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