3 words : product, customer, experience. a materialization of the future

3 words : product, customer, experience
a materialization of the future
a point of view by arnaudhuet
arnohuet@gmail.com
june 2009

Executives know that customer centricity is important, but they don’t always know how to deploy it and how to tie it directly to business results
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2 -
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CRM solutions
CRM solutions
CRM solutions
Customer Marketing Management
Product Marketing
Product Marketing
Product Marketing
Service Marketing
Service Marketing
Service Marketing
Channel Marketing
Channel Marketing
Channel Marketing
Customer-CentricDeployed
Product-centric
Customer-CentricUndeployed
Priority

the growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink functionalities of the product regarding the product experiences and theircontinuitywith the end-to-end experience.
Product experiences
Product functionalities
End-to-end customerexperiences
Customer-Centricapproachisdeployed in the product marketing
arnaud huet

“We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos
Conditions of Customer Satisfaction are fulfilledwhen Brand deliversintegratedproduct and end-to-end experiences
Exceed
Traditional
Early adopters
Meet
Expectations
Young adults
Typical Family
Economy
Time poor, cash rich
Not meet
Get information
Check availability
Make the choice / buy
Use
Share experience
Resolve
Complaint
Key moment :
Use of the product
arnaud huet

Products are not only composed of functionalities. They deliver customer experiences based on functionalities
email
Websurf
Chat
Map
Social blogging
SMS
Call
Help
Camera
Illustrative example inspired by a mobile device
arnaud huet

Evolutive product experiences generate positive emotions and engagement
goodcustomer experience correlates highly to loyalty
evolutivecustomer experience generates engagement

not locked
locked on brand
switch of brand
switch of product

external churn
internal churn
arnaud huet

Experience becomes the best slogan
Customer’s choice is based on what he values
experience
price
brand
product attributes
Trends
arnaud huet

Brands get their identity from customer representation and opinion
brand values
communication
perception and emotion
buzz
brand
representation and opinion
events
social platform
perception and emotion
customer experience
product
service
channels
brand materialization

Products that allow evolutive product experiences in order to improve the customer experience are customer-centric
New vertical relationships
As a game
Product launch
Over The Air
Semantic analysis
Experience Sharing
Updates
Usage statistics
New version
Focus group
Open-innovation
Application
Technical Refining
Functional Enrichment
Permanent R&D
Accessory
arnaud huet

… updates of product experiences postpone the moment of maturity and increase sales.
Customer-centric products already integrate the customer experience…
Process of Innovation
Product Life Cycle
1 -
Research & Devt
2 -
Design
3 -
Test
4 - Introduction
5 -
Growth
6 -
Maturity
7 -
Decline
Functionalities
Update and improve the product experience
Define the customer experience
arnaud huet

contact
details & comments
professional background
arnaud huet