Slides to a keynote by Ross Dawson to the top executive team of a major financial institution on the future of customer experience

1. The Future of
Customer
Experience
▪ Futurist
▪ Strategy advisor
▪ Author
@rossdawson

2. Humans and machines

3. Source: OECD
Increasing divergence in performance

4. Finite players play within boundaries
Infinite players play with boundaries
- James Carse

5. Connection
Structure
Leadership
Expectations
Strategy
Intelligence
Relationships
Trust

6. Connection

7. Everyone connected

8. Smartphone as interface
Source: EY Fintech Adoption Index 2017
Global Fintech Adoption

9. Everyone and everything connected

10. Data explosion

11. Emotional connection

12. The next interface beyond smartphones

13. Using our thoughts to control the world

14. Expectations

15. Source: Australian Bureau of Statistics
A growing nation
0
5
10
15
20
25
30
35
40
45
2017 2022 2027 2032 2037 2042 2047 2052 2057 2062
Millions
Australian Population by Age (Forecast B)
0-18 19-35 36-50 51-65 66+

16. Source: Australian Bureau of Statistics
The changing face of Australia
0
50000
100000
150000
200000
250000
300000
350000
400000
2005 2006 2007 2008 2009 2010 2011 2012(c) 2013 2014 2015 2016 2017(d)
Immigration to Australia by country of birth
UK + Ireland Other Europe Middle East China India Other Asia Other

17. Power to the individual

18. Excellence

19. Immediacy

20. Efficiency

21. Personalisation

22. Experience

23. Transparency

24. Structure

25. Brain Internet
Applications
Organisations Industries
Proteins Actors
Society
PoliticsContagion
Networks everywhere

26. “Ranked by market value, 60 of the
world’s 100 largest corporations
earn at least half of their revenue
from platform markets”
- Prof. Thomas Eisenmann, Harvard Business School

27. enable
value-creating interactions
between
external
producers and consumers,
based on an
open infrastructure
and
governance structures
Adapted from: Platform Revolution, Parker, van Alstyne and Choudhary
Platforms

28. Share Apply
Deliver Use
Sell Buy
Pay Receive
Write Read
Lend Borrow
Create Use
Create Consume
Create Use
Make Use
Product
Service
Content
Money
Apps
Capital
Reviews
Information
Designs
Intellectual property
Connecting consumers and producers

29. Trusted enablers of ecosystems

30. Intelligence

31. The explosion of artificial intelligence

32. Source: Electronic Frontier Foundation
Beating humans

33. A voracious appetite for data
Source: EasySolutions

34. Machines teach themselves

35. Emotionally engaging service

36. Accurate but opaque
Source: US Defence Advanced Research Projects Agency

38. Shifting to the human/ AI enterprise
Source: StitchFix

39. Relationships

40. Knowledge and information

41. • Black-box: client receives an outcome, but is left none the
wiser: readily commoditised and little scope for client
interaction
• Knowledge-based: client is more knowledgeable, able to make
better decisions, develop mutual knowledge: far greater value,
and drives interaction and a strong relationship
Types of relationships

42. Commoditised Knowledge-based
Relationship styles

43. Building the virtuous circle

44. Learning and connection

45. Customer-driven innovation

46. Trust

47. Source: Edelman Global Trust Barometer
Trust and regulation

48. Data for customer value

49. Source: World Economic Forum
Impact of distributed ledgers on financial services

50. People control their own data

51. Vendor Relationship Management (VRM)
Source: Forrester Research

52. Strategy

53. Unbundling financial services

54. Source: Oliver Wyman
Modular industry structure

55. The rise of autonomous agents

56. Scaling and migrating relationships
Efficiency
Relationship strength
Instore videoconference
Counter service
Customer visits
Kiosks
Presence
Chat
Online collaboration
Voice
Video conferencing
Human
connection
Interactive voice response
Chatbots
Video avatars
Voice agents
Automation

58. Building community

59. Image: Microfinance in India
Building community

63. From data to action
Source: AirBnB

65. Incentives and collaboration
Source: Alex Cue, New York Times, Fortune

67. Leadership

68. The only way
you can control your destiny
is to be more flexible
than your environment
- The Law of Requisite Variety

69. Leading your customers

70. Vision What world do we want to create? What might be
possible?
Foundations What institutions, business models, platforms and
systems will enable this vision? What is missing now?
Roadblocks What is blocking the potential? How can we take
away or bypass these blocks?
Paths What possible paths forward could allow us to reach our
vision? What is most feasible? What are milestones?
Collaboration What collaboration is needed between who? How
can we foster and enable that collaboration?
Action What action today can be taken by the industry? What
action can you take to enable the industry’s potential?
A framework for industry leadership

71. Connection
Structure
Leadership
Expectations
Strategy
Intelligence
Relationships
Trust