Experience strategy: A moment of wow that creates long-lasting relationships

A moment of Wow, a strategy that creates long lasting relationships - that’s how we at Telstra think about Experience Strategy. But how easy is this realistically and how often does an Experience Strategy actually get executed on?

In my presentation I will talk about how we create Experience Strategies in Telstra, how we get around the ‘dust collecting’ Experience artifacts, how we learn from our mistakes and why we want to create brilliant connected experiences for everyone.

from Experience Strategy 2014, by Cecilia Hill

Transcript

1. EXPERIENCE @ TELSTRA CECILIA HILL THE DESIGN PRACTICE
2. Telstra Unrestricted MY PAST EXPERINCE TELSTRA’S EXPERINCE THE PAST THE PRESENT THE FUTURE
3. Telstra Unrestricted MY PAST EXPERIENCE
4. Telstra Unrestricted
5. Telstra Unrestricted
6. Telstra Unrestricted TELSTRA’S EXPERIENCE THE PAST
7. Telstra Unrestricted 7 YEARS AGO... 5.EMBEDDED Customer experience is deeply ingrained throughout the organisation. 3.COMMITTED Customer experience becomes a major transformational effort. 4.ENGAGED Focus on designing break-through experiences and solidifying the culture. Experience-Based Differentiation Maturity - The Customer Experience Journey, Forrester Report, 2009 1.INTERESTED Organisations begin to believe that customer experience is an important part of their business. 2.INVESTED The company recognises that customer experience is worthy of a significant investment. We were a strong User Experience and User Interface Team
8. Telstra Unrestricted WE DID FABULOUS THINGS...
9. Telstra Unrestricted IT WAS TOUGH... Bang Head Here
10. Telstra Unrestricted 2 YEARS AGO... WE SET A VISION “TO MAKE EVERY TELSTRA EXPERIENCE EXTRAORDINARY.” “AND TURN TELSTRA INTO AN EXPERIENCE LED INNOVATION COMPANY”
11. Telstra Unrestricted TELSTRA’S EXPERIENCE THE PAST THE PRESENT
12. Telstra Unrestricted DESIGN PRACTICE...CENTRE OF EXCELLENCE Design Principles Design Process – 4Ds Tools and techniques Education Community of Practise Creative Space Designers
13. 4Ds DETERMINE, DISCOVER, DESIGN & TEST, DELIVER
14. Telstra Unrestricted Zero in on the right problem Get business commitment Establish the right team DETERMINE WHY? WHY? WHY?WHY? WHY? WHY?
15. Telstra Unrestricted Deep understanding for people “A day as a customer” “A day on the frontline” Tell, compare and share stories DISCOVER
16. Telstra Unrestricted DISCOVER – 5Es ENTICE How is the customer attracted to, informed of the service? ENTER How does the customer enter into dealings with us? ENGAGE What does the customer engage with throughout the entire experience EXIT What does the customer leave with? What happens next? EXTEND How do we follow up with the customers?
17. Telstra Unrestricted DESIGN AND TEST Ideation Early prototyping Customer testing
18. Telstra Unrestricted DELIVER REPLACEMENT PRODUCTS NEW PRODUCTS “We will not launch a product that is not expected to have a superior NPS to the product it replaces.” “We will not launch a new product with a negative NPS score in pre-launch testing.”
19. Telstra Unrestricted TELSTRA’S DESIGN PRINCIPLES
20. Telstra Unrestricted TODAY... 5.EMBEDDED Customer experience is deeply ingrained throughout the organisation. 3.COMMITTED Customer experience becomes a major transformational effort. 4.ENGAGED Focus on designing break-through experiences and solidifying the culture. Experience-Based Differentiation Maturity - The Customer Experience Journey, Forrester Report, 2009 1.INTERESTED Organisations begin to believe that customer experience is an important part of their business. 2.INVESTED The company recognises that customer experience is worthy of a significant investment. Through the creation of the Design Practice, we are well on the way to turning Telstra into an Innovative Experience Organisation and Designing Extraordinary Experiences
21. Telstra Unrestricted TELSTRA’S JOURNEY THE PAST THE PRESENT THE FUTURE
22. Telstra Unrestricted THE FUTURE...WHERE TO FROM HERE? 5.EMBEDDED Customer experience is deeply ingrained throughout the organisation. 3.COMMITTED Customer experience becomes a major transformational effort. 4.ENGAGED Focus on designing break-through experiences and solidifying the culture. Experience-Based Differentiation Maturity - The Customer Experience Journey, Forrester Report, 2009 1.INTERESTED Organisations begin to believe that customer experience is an important part of their business. 2.INVESTED The company recognises that customer experience is worthy of a significant investment. Design Brilliant Connected Futures for Everyone
23. EXPERIENCE @ TELSTRA TO BE CONTINUED... CECILIA HILL THE DESIGN PRACTICE
24. THANK YOU!