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Transcript
1
I find that there's a lot of power
2
in the voice of the customer.
3
Customer informs everything.
4
It's our number one reason for being.
5
The responsibility that goes with that
6
can't be understated.
7
(tense music)
8
The digital age represents the death of business as usual.
9
If you're not disrupting yourself,
10
you are gonna be disrupted.
11
The question is how?
12
How do businesses actually transform?
13
This series is about decoding the digital DNA
14
of some of the world's leading businesses
15
that are doing just that.
16
Publicis Sapient has been digitally transforming
17
our clients' businesses for more than 30 years.
18
We've partnered with clients across all industries
19
and help them stay relevant in the digital age
20
through the launch of the first online banks,
21
travel portals, stock creating platforms,
22
and retail commerce platforms.
23
In this episode, we'll talk to three of our clients.
24
Each are from completely different industries
25
that face vastly different outlooks,
26
but all three have recognized
27
that we've entered the age of the customer.
28
In order to be competitive in a digital world,
29
businesses must obsess
30
over how customers interact with them.
31
Travel and hospitality is one industry
32
where the customer has always been at the center,
33
but digital has required even the most storied brands
34
to shift how they understand the notion of experience.
35
It's no longer just about understanding your customers,
36
it's about anticipating and meeting their needs.
37
(upbeat music)
38
Marriott International began
39
as a nine-stool root beer stand
40
right here in Washington, D.C. in 1927.
41
Then Marriott got into the hotel business in 1957.
42
We were born with this mission
43
and spirit to serve customers
44
as they traveled around the world,
45
and so we have to be in front of all the trends.
46
One of the things that we had noticed within our company
47
was that we were seeing an increasing number of our guests,
48
leave our portfolio to rent vacation rental homes.
49
And so we started to think about what are ways
50
that we could solve this need that our guests have?
51
We talked to our Marriott Bonvoy members.
52
We knew that they were renting homes from the big players
53
that were out there,
54
and we said, we want those customers,
55
our customers, to stay in our ecosystem.
56
So we've worked with tremendous partners
57
like Publicis Sapient.
58
We launched a new customer experience
59
offering Homes and Villas by Marriott International.
60
And so we built a different business model
61
for the industry.
62
It wasn't a purely open platform
63
where anybody could list their homes.
64
Instead, we worked with professional property managers
65
and we said, we're gonna curate the best homes.
66
We tested it, we learned, we iterated.
67
We started that business with 2,000 homes, was in 2019,
68
and doubled down and invested throughout the pandemic
69
and are close to 50,000 homes right now.
70
You know, I often think about the Homes and Villas
71
as the disruption to the disruptor.
72
Another fundamental shift is the recognition of the world
73
above the glass and the world below the glass.
74
So the digital world
75
and the physical world are inexorably linked.
76
When we say end-to-end experience design,
77
we're talking about every step in that customer journey
78
on an end-to-end basis,
79
which requires companies to rethink how they're organized
80
in order to fulfill that customer journey for the customer.
81
UPS started in the year 1907 in Seattle, Washington.
82
And it really started as a messenger company.
83
And now you look at us,
84
we are a 220 countries and territories.
85
And we were asked a pivotal question by our leadership.
86
We were given the goal,
87
we want to have the best digital experience.
88
A whole revamp of our ups.com website.
89
Let me just give you a sense on the importance of that.
90
We have a billion unique users every year.
91
A billion.
92
So it gets a lot of traffic.
93
So we ran off and started saying,
94
"Okay, let's go and build.
95
What do we need to do?"
96
And we came back with a presentation
97
and then somebody said, "Well, hold on a minute.
98
What is the best digital experience?
99
What defines it?"
100
That's a good question.
101
We actually can summarize it in two words.
102
Simple and useful.
103
We think about the consumer's role
104
in a digital transformation.
105
They have emerged as a critical part of the equation.
106
Our shared vision with our partners
107
is all around really our digital transformation.
108
I think that's a joint vision
109
and a reason why we partner so well with Publicis Sapient.
110
Publicis Sapient really brings a combination of agile,
111
tactical, capable resources to UPS
112
to allow us to innovate and get things done.
113
If change is moving faster outside the company
114
than it is inside the company,
115
then you're probably on your way to being obsolete.
116
Digital used to be viewed as a channel
117
that was tangential to a company's core business.
118
In recent years, it's moved from tangential to existential,
119
to how companies not only operate,
120
but how they create value for their customers.
121
(gentle music)
122
The thing that set off the digital transformation
123
really is the advent of the smartphone.
124
When Steve Jobs stood on that stage in the Moscone Center
125
and announced this brand new device,
126
that was really the moment
127
where Verizon's traditional business took off.
128
We started to think about how we could use that device
129
to interact with our customers.
130
We're designing systems that allow companies
131
to have conversations with customers at scale.
132
Design is not a visual skinning exercise
133
to just apply fonts and colors,
134
but it is the backbone of experiences
135
that proliferate in the world
136
and how Verizon speaks to customers.
137
One of the challenges that Verizon faces
138
is prioritization.
139
We are so keen and eager to do everything for everyone.
140
We have this understanding of the prowess
141
that we want to achieve.
142
How do we strengthen those muscles?
143
Some of our biggest products that we're shipping
144
have been collaborations with Publicis Sapient.
145
We have a philosophy that you should not really be able
146
to tell the employee from the Sapient employee,
147
and I think for the most part that that is very true.
148
The Verizon vision for the future of experience at Verizon
149
is to be as famous for the experience
150
as we are for the network.
151
The reality is, every experience your customer has
152
whether it's in your industry or a completely different one
153
shapes what they expect from your brand.
154
Elevating your customer experience means anticipating
155
rather than reacting to those changes.
156
That's how you can move from now to next.
157
Customer experience is becoming more and more critical
158
for us as a way to differentiate ourselves,
159
as well as, as a way to make sure that we're showing up
160
in the market for customers.
161
Technology's changing so fast.
162
Customer needs are changing
163
and even competitors are changing.
164
And so the race is on.
165
Every minute every day that goes by where we're not there,
166
it's a missed opportunity.
167
Irrelevance is brutal.
168
There are metrics in the digital world
169
that tell you immediately if you're irrelevant.
170
If you can't continue to keep your eye on the customer ball,
171
you run the risk of becoming irrelevant.
172
We're gonna have to be anticipating
173
and thinking about what customers need,
174
and that's a lifelong journey.
175
(gentle orchestral music)
NOW TO NEXT WATCH AGAIN | 8:12
How Three of the World’s Biggest Brands Set New Standards for the Customer
Experience
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