{ "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": 9, "pageCount": 56, "prevPage": 8, "nextPage": 10, "slideType": "ceo_quote", "function": "establish_context", "density": "overcrowded", "nDataPoints": 1, "notes": "Includes a personal quote/perspective from Jon Davie, Chief Client Officer at Zone.", "elementsJson": [ "paragraph", "headshot" ], "metadataConfidence": 0.95, "imagePath": null, "slideHref": "/slides/019dd923-5ca1-7489-b636-1f29d1af210a/9", "deckHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a", "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a.json", "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a#slide-9", "components": [ { "bbox": null, "kind": "callout", "text": "It's the need to blend the rational (data, technology and platforms) with the emotional (narrative, empathy, customer centricity) that makes delivering outstanding CX so challenging.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-ba89-733e-97ff-10232143a674", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.1, "x": 0.55, "y": 0.7 }, "kind": "image", "text": "Jon Davie", "attrs": null, "subkind": "headshot", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2d09af08-4849-4321-9513-39f85a7f771f", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.2, "w": 0.35, "x": 0.1, "y": 0.3 }, "kind": "paragraph", "text": "When we first sat down with Econsultancy to discuss this project, it became clear that there were two distinct angles we wanted to explore. As digital professionals, we all know that customer experience (CX) is an issue that resonates for businesses in every sector. The research confirms this view - nearly three-quarters (73%) of respondents in the 1,000-strong brand sample identify CX as crucial to their business.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "726d826d-261e-4e90-9fec-aebcc9698f2c", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.4, "w": 0.35, "x": 0.55, "y": 0.3 }, "kind": "paragraph", "text": "It's the need to blend the rational (data, technology and platforms) with the emotional (narrative, empathy, customer centricity) that makes delivering outstanding CX so challenging. Zone has always been an agency with customers at heart - from our origins as a content specialist in 2000 through our growth to one of the leading independent digital agencies in the UK. As we grew, we learned how to combine creative storytelling with technology and data. But to deliver world-class CX at scale, we needed to find a partner to help us achieve genuine transformation. That's why, after 16 years of proud independence, we chose to join forces with Cognizant last year. And it's by combining Zone's user-centric culture and capabilities with Cognizant's unrivalled technical expertise that we believe we're well placed to help brands bridge the customer experience gap.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "79206d60-11b8-4536-aeb5-9ee3d8a99144", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.35, "x": 0.1, "y": 0.7 }, "kind": "paragraph", "text": "The research identifies the building blocks of customer experience - technology, data, strategy, culture, process and organisational design. But it's the way that these different skills and capabilities combine to create human experiences that makes CX such a powerful differentiator. Mark Evans, Marketing Director at Direct Line Group, tells a story of a customer who made a claim for a stolen television (see page 25). An eagle-eyed employee spotted the customer griping on social media that the theft meant they would miss that night's boxing event - and promptly turned up at the customer's house to loan him their own set for the big fight. It was smart social media monitoring and customer service operations that made that possible - but for the customer in question, it was a highly personal and human experience.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b85e16ae-8d2c-403b-8844-a3e9cffd0d04", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.2, "w": 0.35, "x": 0.1, "y": 0.5 }, "kind": "paragraph", "text": "But as individuals, we all came to the discussion with our own examples - of brands who earned our loyalty with outstanding CX, and of companies that had lost our custom by failing to deliver. What was striking was the emotion that people brought to the table. Every experience, either positive or negative, was recounted with passion and greeted by nods of agreement or fervent dissent. CX clearly resonates with individuals on a deep and highly emotional level.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c067e613-c8ab-4c3a-ace0-2d7e644cbfa0", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.05, "w": 0.2, "x": 0.65, "y": 0.75 }, "kind": "title", "text": "Jon Davie, Chief Client Officer, Zone", "attrs": null, "subkind": "subtitle", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "9c6de1c8-bb02-47e0-a844-0ddeb2def1d1", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "45c1d077-7905-4f9d-b477-0b7d15c26132", "evidence": "the research identifies the building blocks of customer experience - technology, data, strategy, culture, process and organisational design", "confidence": 0.7 }, { "name": "Credibility Transfer", "slug": "credibility-transfer", "agent": "Storyteller", "layer": "slide", "matchId": "019de784-0eb7-7619-9b02-4f5568a1a678", "evidence": "Foreword from Jon Davie, Chief Client Officer at Zone", "confidence": 80 }, { "name": "Storytelling Effect", "slug": "storytelling-effect", "agent": "Storyteller", "layer": "slide", "matchId": "afea70ff-d92e-4aed-a551-a9387e68cef6", "evidence": "It's the need to blend the rational (data, technology and platforms) with the emotional (narrative, empathy, customer centricity) that makes delivering outstanding CX so challenging", "confidence": 0.6 } ], "frameworks": [], "arcBeats": [ { "to": 10, "from": 6, "beatId": "019de784-093f-7716-9673-593de79e63bd", "arcName": "The Consultant's Gambit", "arcSlug": "consultants-gambit", "beatName": "Solution & Approach", "beatSlug": null, "evidence": "Recommendations divider p.6-7, then forewords + methodology p.8-10", "position": 3, "confidence": 78, "parentBeatName": null, "parentBeatSlug": null } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }