Total customer experience design
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Total customer experience design presentation at Product Camp Utah, May 2012. Hierarchy of needs, Kano model, best practices.
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Total customer experience design
- 1. Total Customer Experience Design Product Management Camp Utah, May 2012 @pcamputah Al Nevarez
- 3. 3 Agenda 1. A new model for customer experience 2. Covering all segments & generations 3. Best practices
- 4. 4 What is Your Role?
- 5. 5 What is Your Role? Experience
- 6. 6 CX Considerations http://www.youtube.com/watch?v=8r1CZTLk-Gk#t=1m58s Lewis CK Everything’s Amazing Nobody’s Happy Funny bit about how today’s generation doesn’t appreciate the wonderful things technology does for them. (piece about flight experience)
- 7. CX Models
- 8. 8 Kano Model
- 9. 9 Maslow’s Hierarchy of Needs
- 10. 10 System Logics – Customer Needs Functional Need Activity Need Life Need
- 11. 11 Important Because 1. Mostly only observe & listen for the feature needs 2. Features lead only to incremental improvements 3. New technologies will replace features 4. Addressing Activity Needs and Life needs will lead to more valuable, profitable, long term, and strategically powerful solutions
- 12. A New CX Model
- 13. 13 A New Model – a Combination of 2 Basic Feature Performance Feature Delight Feature Functional Need Activity Need Life Need
- 14. 14 A New Model – a Combination of 2 Basic Feature Performance Feature Delight Feature Functional Need Activity Need Life Need Irrational Need
- 16. 16 My Nikon on This Model Basic Feature Performance Feature Delight Feature Functional Need Activity Need Life Need
- 17. 17 Did Nikon ignore key needs/features? Basic Feature Performance Feature Delight Feature Functional Need Activity Need Life Need
- 18. 18 A New Model – a Combination of 2 Basic Attribute Performance Attribute Delight Attribute Feature Need Activity Need Life Need
- 19. 19 Example – recent flight Security check so everyone aboard is safe Direct flight to save me time Lounge access to help me relax & take nap safely On time departure so I can get to my meeting on time Wifi on board so I can work on my presentation Power outlet at my seat Comfortable seat Light for reading Flight schedule & price, leg room Live TV at seat Free upgrade Food on board Basic Feature Performance Feature Delight Feature Functional Need Activity Need Life Need
- 20. 20 New model – Thinking about Gen Y & Z Gen Y Gen Z Gen Y Basic Feature Performance Feature Delight Feature Functional Need Activity Need Life Need
- 22. 22 New Model – Multi Levels Generation Z Generation Y Generation X Segment A Segment B Segment C
- 23. 23 Independence, self reliance Optimism, Can be & do anything Live first, work second Job must bring joy, meaningful work Care for the earth Speed & fast service & on my schedule Need an “experience” Be stylish Gen Y: Born 1982 to 2002 1975 1980 1985 1990 1995 37 32 27 22 17 1975 Digital camera 1977 Personal computer 1978 Space Invaders 1979 Zagat 1990 WWW, hypert 1991 AOL for DOS 1993 Pentium 1994 Netscape 1994 Yahoo 1994 EBay 1994 Amazon 1994 Blog 1995 DVD 1996 Hotmail 1996 Palm PDA 1996 API – Sabre 1996 Telecom Act 1997 Prius in Japan 1999 iMode in Japan 1999 Tivo 1999 WebEx 1999 Napster 1980 IBM PC/DOS 1980 CNN 1981 Space Shuttle 1981 Osborne portable comp. 1981 Tunneling microscope 1982 PC clones 1984 CD-ROM 1985 MS Windows 1986 Smoking ban 1987 Disp contact lens 1987 SMS 1988 D. cell phone 1988 Starbucks 1989 HDTV Year Age Today Y Life Needs Mass media hype not impactful Selective about who they listen to Not as interested in TV. Don’t care that Mike Jordan likes Nike Traditional marketing ineffective Low cost, good quality, value seekers Brand loyal Sense of entitlement Traits
- 24. 24 Independence, self reliance Optimism, Can be & do anything Live first, work second Job must bring joy, meaningful work Care for the earth Speed & fast service & on my schedule Need an “experience” Be stylish Gen Y: Born 1982 to 2002 1975 1980 1985 1990 1995 37 32 27 22 17 1975 Digital camera 1977 Personal computer 1978 Space Invaders 1979 Zagat 1990 WWW, hypert 1991 AOL for DOS 1993 Pentium 1994 Netscape 1994 Yahoo 1994 EBay 1994 Amazon 1994 Blog 1995 DVD 1996 Hotmail 1996 Palm PDA 1996 API – Sabre 1996 Telecom Act 1997 Prius in Japan 1999 iMode in Japan 1999 Tivo 1999 WebEx 1999 Napster 1980 IBM PC/DOS 1980 CNN 1981 Space Shuttle 1981 Osborne portable comp. 1981 Tunneling microscope 1982 PC clones 1984 CD-ROM 1985 MS Windows 1986 Smoking ban 1987 Disp contact lens 1987 SMS 1988 D. cell phone 1988 Starbucks 1989 HDTV Year Age Today Y Life Needs Mass media hype not impactful Selective about who they listen to Not as interested in TV. Don’t care that Mike Jordan likes Nike Traditional marketing ineffective Low cost, good quality, value seekers Brand loyal Sense of entitlement Traits
- 25. 25 Comfortable with technology Low attention span Multi-taskers Curators Not brand loyal Social, collaborative Friends connected for life Self publishers Gen Z: Born 1995 to 2012 1995 2000 2005 2010 17 12 7 2 1995 DVD 1996 Hotmail 1996 Palm PDA 1996 API – Sabre 1996 Telecom Act 1997 Prius launched Japan 1998 Viagra 1999 iMode in Japan 1999 Tivo 1999 WebEx 1999 Napster 2005 YouTube 2006 Wii 2006 Twitter 2007 iPhone 2008 Airbnb 2009 Quora 2009 Pres. Obama 2010 Foreclosures 2011 Egyptian Rev. 2011 Space Shuttle ends 2011 Siri 2011 Pizza is a veg. 2012 SOPA battle 2000 PayPal 2001 Wikipedia 2001 9/11 2001 iPod 2003 Skype 2004 Flickr 2004 Google Maps 2004 Facebook 2004 Yelp Year Age Today Z Life Needs Traits Peer acceptance is important Flexibility Being always connected Instant gratification Using imagination, making an impact
- 26. 26 Comfortable with technology Low attention span Multi-taskers Curators Not brand loyal Social, collaborative Friends connected for life Self publishers Gen Z: Born 1995 to 2012 1995 2000 2005 2010 17 12 7 2 1995 DVD 1996 Hotmail 1996 Palm PDA 1996 API – Sabre 1996 Telecom Act 1997 Prius launched Japan 1998 Viagra 1999 iMode in Japan 1999 Tivo 1999 WebEx 1999 Napster 2005 YouTube 2006 Wii 2006 Twitter 2007 iPhone 2008 Airbnb 2009 Quora 2009 Pres. Obama 2010 Foreclosures 2011 Egyptian Rev. 2011 Space Shuttle ends 2011 Siri 2011 Pizza is a veg. 2012 SOPA battle 2000 PayPal 2001 Wikipedia 2001 9/11 2001 iPod 2003 Skype 2004 Flickr 2004 Google Maps 2004 Facebook 2004 Yelp Year Age Today Z Life Needs Traits Peer acceptance is important Flexibility Being always connected Instant gratification Using imagination, making an impact
- 27. 27 Brand Gen X Gen Y Gen Z Kodak/Polariod Yes No No AOL Yes No No McDonalds Yes Yes Yes Apple No Yes Yes Disney No Yes Yes Levi’s Yes Yes ? Jeep/VW Yes Yes ? Nintendo Yes Yes ? JetBlue Yes Yes ? Remaining Relevant for Each Generation
- 28. Best Practices to Understand the Total Customer Experience
- 29. 29
- 30. 30
- 31. 31
- 32. 32
- 34. 34 Listen to Social Media - User Count 2011
- 35. 35 Research with Twitter – Free Feedback
- 36. 36 Social Media Monitoring 1. Listen 2. Discover 3. Engage Free feedback Have the decision makers start using Twitter themselves But think about actionability There’s a gap with what social media can do alone
- 37. 37 Listen Near the Transaction 1. Post Purchase transaction (brick & mortar or ecommerce) 2. Post Flight 3. Post check out of the hotel 4. Call center call / post service 5. During regular use
- 39. 39 Combine Twitter & Surveys
- 40. 40 Reach Out, Make it Real
- 41. 41 Facebook – Inline Surveys Insert surveys, polls directly into social media
- 42. 42 Surveys + Segment + Operational + $ A modern web based survey is much more than the questions you directly ask your customers. Augment the invitation with data which will add value to the analysis. Survey data Segment data Operational data Financial data A Survey Record
- 43. 43 • Correlation of any independent field to preset dependant fields. Simple Metrics: e.g. Net Promoter Score How likely are you to recommend this product to a friend ?
- 44. 44 Scale to Listen at all the Moments of Truth
- 45. 45 Text Analytics Natural language analytics power Multiple concepts per verbatim Beyond just sentiment analysis Why: Gen Y & Z provide more unsoliciated feedback through text content
- 46. 46 Data + Analytics + Technology = $$$
- 49. 49 Observe in Their Environment
- 50. 50 Observe Customers in Action
- 51. 51 Focus Groups
- 52. 52 More best practices Observer customers in another industry Think of your products as a verb
- 53. 53 Buy Your Customer a Gift
- 58. 58 Learn More About Customer Experience Keynote: Tony Hsieh, Zappos CEO www.vocfusion.com @allegiancetweet
Editor's Notes
- Lewis CK on flight experience
- First let’s review a couple of traditional modelsThe Kana model is a popular way to balance features and engineering effortIt suggests there are 3 types of features.Basic features are those that have come to be Must-HaveFor example, seatbelts in cars. Auto manufactures and standards have done all they can in this regard. Any more effort would not improve customer satisfaction about the carPerformance attributes are those which you can compete on. Customers will use these to compare you with others.For example, the cars roominess, the engine’s power, or the beauty of the car’s design.Delight features are those where innovation and additional engineering effort can indeed increase customer satisfaction.Sticking with the automobile example, adding more connected services in the car may do this. DVD players for the kids already embedded in the back of the front seats, one tap open all windows to let the heat out feature,
- We all know about Maslow’s Hierarchy of NeedsThis model is designed to address our motivations in life.
- I propose a similar model to address the needs of your customer.This is in-part based on a model called System Logics, which some old friends of mine from Ford Motor Company, developed at their design firm in the bay area called Jump Associates. They had 4 tiers. I propose a simpler 3 tier model here. I also renamed them a bit.The premise is that all needs are not created equal.Features needs are there simply because you’re doing something with a product. e.g. I need for my laptop power to remain healthy during this presentation. I need a comfortable seat on my flight to sxsw.. I need my coffee cup to keep me from getting stained and burned.Important: feature needs may disappear if the currently available solutions are redesigned or replace.Activity needs are about your immediate goals or activities. They are about the situation in which you live, work, and operate.E.g. need to deliver a new product design. I need to visit a customer in a city across the country. I need to get some customer supportLife needs are the most fundamental and universal of all. The need to build a relationship with that customer, the need to feel informed, The need to make a difference
- Read the bullets
- What if we were to lay the 2 models out as shownKana on the horizontalThe need levels on the vertical
- Irrational needs
- As for my favorite recent customer experience. It has to be my new camera. Beginner level Nikon D3100.With the little photography skill I have, this thing turns out pictures like I could never capture with my phone.Full of features, too many features maybeBut this camera addresses my needs on many levels. We’ll get into why that’s important later
- What if we were to lay the 2 models out as shownKana on the horizontalThe need levels on the vertical
- Instagram met needs nikon missed
- What if we were to lay the 2 models out as shownKana on the horizontalThe need levels on the vertical
- Let’s think about how your trip to SXSW falls into these areas.Our sales team has also found this way of thinking helpful. The model ensures you’re covering all areas.
- So now we have a framework to consider the generations.Gen Y may consider something a delight at feature need level or even life need levelBut Gen Z might consider it just a basic attribute and feature need“Of course it’s connected to the internet, why wouldn’t it be”
- Perhaps we need a new version of the needs and attributes grid per each generation, or each customer segment
- Theres a lot here, but trust me.. This is one Tufte would like because it has a high data to ink ratioWhat should we do about these generations and their characteristics?I’m going to cover 3 areasThe inventions of the past 30 years and how they feed or respond to the needs of gen y and zI’m going to propose a new model for ensuring you’ve got all the bases covered in regards to customer experienceAnd wrap up with some of the best practices we’ve seen and have been involved with in our work helping large enterprise maintain great customer experience
- Mapping some life needs to products which were invented
- We’d like to propose a new model for thinking about customer experience
- Mapping some life needs to products which were invented
- The future is shaping differently than other generations, and the product and experiences must too evolve. Top firms have struggled to remain relevant over time. It’s not about being fresh, cool, or even social. It’s about being relevant. And not just your product, the entire experience needs to be relevant.
- There are many social networksThese are their #s end of summer 2011Facebook is now at 1bilI just read this weekend that Twitter will be at 500mil in Feb.Stat: 100 mil tweets per dayCustomers are talking about products and services here.
- Leading companies review what customers say about them and their competitors on the new tools like TwitterTwitter, Facebook, and all social networking services have an inherent interest in growing their user base. Hence, they continuously innovate and build new tools and services to foster easy sign-up, discovery and broadcasting of users’ experiences
- Survey data remains one of the most powerful ways to drive action and accountability of your studyGood companies keep them short, design them well, and augment the heck out of the data with hidden informationSolicited and unsolicited feedback
- Survey data remains one of the most powerful ways to drive action and accountability of your studyGood companies keep them short, design them well, and augment the heck out of the data with hidden informationSolicited and unsolicited feedback
- We’ve built prototypes that embed surveys directly into facebook.Many of our clients are particular about their data sample so there hasn’t been a huge request for this,At least not yetWe think it’s a good mechanism for unsolicited feedback.
- Read slide
- Leading companies use design thinking to listen, plan, test, and and build products
- At the end of the day, it’s about understanding the full customer experience and knowing which one of these 9 points you should focus on
- Could be 2 of them
- Could be 3 of them.
- Or could be all of them.