{
  "docId": "019dd923-5ca1-7489-b636-1f29d1af210a",
  "docSlug": "60507f7e69f46c0f",
  "documentTitle": "Bridging Customer Experience Gap",
  "authorId": "Cognizant",
  "authorName": "Cognizant",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "portrait",
  "aspectRatio": 0.707,
  "pageNumber": 27,
  "pageCount": 56,
  "prevPage": 26,
  "nextPage": 28,
  "slideType": "testimonial",
  "function": "illustrate_case",
  "density": "overcrowded",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "quote_block"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-1f29d1af210a/27",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a#slide-27",
  "components": [
    {
      "bbox": {
        "h": 0.05,
        "w": 0.3,
        "x": 0.095,
        "y": 0.5
      },
      "kind": "paragraph",
      "text": "Sanjit Badhan, Founder, BasesysOne, and former Head of CRM, TransferGo",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "03f13e2c-1ab9-4df8-ac5c-19d6d7f808e3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.3,
        "x": 0.095,
        "y": 0.81
      },
      "kind": "paragraph",
      "text": "Anne-Marie McConnon, Chief Marketing Officer - Investment Management, BNY Mellon",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3998ffb7-9e90-45fa-906d-310956ddc0ed",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.3,
        "x": 0.515,
        "y": 0.775
      },
      "kind": "paragraph",
      "text": "Michael Sherwood, Head of Customer Experience, Atom Bank",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9afb268b-94ae-4ee8-ae38-1b22f3200bcb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.3,
        "x": 0.515,
        "y": 0.44
      },
      "kind": "paragraph",
      "text": "Tom Daniell, Retail and Brand Marketing Director, Aviva",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cb85ecb8-e1be-4c3e-adeb-446f44a4af60",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.4,
        "x": 0.095,
        "y": 0.62
      },
      "kind": "quote",
      "text": "Being invested in what matters most to clients does bring some healthy challenges along the way... Knowing this has corporate focus creates a great place to work, learn and grow.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6665dd7e-5968-4a16-96c5-066e40b274b1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.4,
        "x": 0.515,
        "y": 0.52
      },
      "kind": "quote",
      "text": "Very simple things can be done to understand ROI [from CX investments]. One is understanding contact centre demand... If you're thinking about ways of articulating why a focus on customer experience is a good idea, this is a really good place to start.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "82a83531-9ab8-41fc-94ed-bd84490daa7a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.4,
        "x": 0.095,
        "y": 0.265
      },
      "kind": "quote",
      "text": "An organisation needs to be focused on its purpose when it comes to its relationship with customers... You need to embed that within the business but it's amazing how many organisations don't have that in place.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f57c420b-8cda-401b-bfc5-ed9d69c68ad1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.4,
        "x": 0.515,
        "y": 0.265
      },
      "kind": "quote",
      "text": "We gave the call centre team a budget and said they had licence to spend it however they wanted if it would hand the customer a good experience... It's not a million miles away but it takes time to change.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fcd5b78f-6290-4fe6-a4d6-79ed3978ed37",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "Very simple things can be done to understand ROI [from CX investments]. One is understanding contact centre demand. Most customers don't want to phone us, they want straight-through processing. - Michael Sherwood, Head of Customer Experience, Atom Bank",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd951-ba89-733e-9801-19136939c0d5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.3,
        "x": 0.095,
        "y": 0.165
      },
      "kind": "title",
      "text": "Voice of the brand",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a7565cce-6efe-45e2-9acb-426fd4df0073",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "530969a4-39b2-44e9-91bc-a81dafae0832",
      "evidence": "The slide mentions specific professionals and their roles, indicating a focus on a specific audience.",
      "confidence": 0.7
    },
    {
      "name": "Authority Bias",
      "slug": "authority-bias",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019de784-13fa-700c-810c-f9678fc2aecd",
      "evidence": "Industry leaders cited as authorities",
      "confidence": 70
    },
    {
      "name": "Credibility Transfer",
      "slug": "credibility-transfer",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019de784-13db-761b-a682-29b073f6c6d9",
      "evidence": "Four named exec quotes (Aviva, BNY Mellon, Atom Bank)",
      "confidence": 85
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 47,
      "from": 11,
      "beatId": "019de784-095f-73d8-bd0e-98b3a0ba82f7",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": null,
      "evidence": "Each gap proven with marketer/consumer data tables and charts",
      "position": 4,
      "confidence": 78,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 27,
      "from": 17,
      "beatId": "019de784-0a53-7623-b81b-8dee02bd9872",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": null,
      "evidence": "Capabilities and culture gaps explored",
      "position": 3,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 27,
      "from": 23,
      "name": "Iceberg",
      "slug": "10-iceberg",
      "bestFor": "Consulting, complex problem solving, organizational change",
      "matchId": "019de784-0b3a-737d-b685-758c343298d4",
      "evidence": "p.23 '17% strongly agree organisation united'; pp.24-26 dig into hidden cross-functional barriers",
      "position": 5,
      "objective": "Diagnose cultural misalignment as hidden root behind CX failure",
      "structure": "The Symptom (Visible) -> The System (Hidden) -> The Root Cause",
      "confidence": 70,
      "description": "Reveal that the visible problem is merely a symptom of a deeper root cause"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}