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The Future of Customer Experience

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

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The Future of Customer Experience

  1. 1. The Future of Customer Experience ▪ Futurist ▪ Strategy advisor ▪ Author @rossdawson
  2. 2. Humans and machines
  3. 3. Source: OECD Increasing divergence in performance
  4. 4. Finite players play within boundaries Infinite players play with boundaries - James Carse
  5. 5. Connection Structure Leadership Expectations Strategy Intelligence Relationships Trust
  6. 6. Connection
  7. 7. Everyone connected
  8. 8. Smartphone as interface Source: EY Fintech Adoption Index 2017 Global Fintech Adoption
  9. 9. Everyone and everything connected
  10. 10. Data explosion
  11. 11. Emotional connection
  12. 12. The next interface beyond smartphones
  13. 13. Using our thoughts to control the world
  14. 14. Expectations
  15. 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. 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. 17. Power to the individual
  18. 18. Excellence
  19. 19. Immediacy
  20. 20. Efficiency
  21. 21. Personalisation
  22. 22. Experience
  23. 23. Transparency
  24. 24. Structure
  25. 25. Brain Internet Applications Organisations Industries Proteins Actors Society PoliticsContagion Networks everywhere
  26. 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. 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. 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. 29. Trusted enablers of ecosystems
  30. 30. Intelligence
  31. 31. The explosion of artificial intelligence
  32. 32. Source: Electronic Frontier Foundation Beating humans
  33. 33. A voracious appetite for data Source: EasySolutions
  34. 34. Machines teach themselves
  35. 35. Emotionally engaging service
  36. 36. Accurate but opaque Source: US Defence Advanced Research Projects Agency
  37. 37. Shifting to the human/ AI enterprise Source: StitchFix
  38. 38. Relationships
  39. 39. Knowledge and information
  40. 40. • 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
  41. 41. Commoditised Knowledge-based Relationship styles
  42. 42. Building the virtuous circle
  43. 43. Learning and connection
  44. 44. Customer-driven innovation
  45. 45. Trust
  46. 46. Source: Edelman Global Trust Barometer Trust and regulation
  47. 47. Data for customer value
  48. 48. Source: World Economic Forum Impact of distributed ledgers on financial services
  49. 49. People control their own data
  50. 50. Vendor Relationship Management (VRM) Source: Forrester Research
  51. 51. Strategy
  52. 52. Unbundling financial services
  53. 53. Source: Oliver Wyman Modular industry structure
  54. 54. The rise of autonomous agents
  55. 55. 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
  56. 56. Building community
  57. 57. Image: Microfinance in India Building community
  58. 58. From data to action Source: AirBnB
  59. 59. Incentives and collaboration Source: Alex Cue, New York Times, Fortune
  60. 60. Leadership
  61. 61. The only way you can control your destiny is to be more flexible than your environment - The Law of Requisite Variety
  62. 62. Leading your customers
  63. 63. 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
  64. 64. Connection Structure Leadership Expectations Strategy Intelligence Relationships Trust
  • MedhatAli6

    Jun. 9, 2021

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

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