Emerging Media's Impact on the Customer Experience

“What a splendid head, yet no brain.”
~Aesop

Consumers used to be people who consumed stuff.
But consumers are people. People who crave good experiences.

People are now empowered. Technology enables. Humanity rules.

“2.0” is really about people.

(Most) people don’t like unpleasant experiences.

Successful digital experiences don’t happen by accident. They are designed.

The “D” word. Debunking the design myth.
Design isn’t just about
making something pretty.
Design is about creative
problem solving.
Everything is designed.
Marketers need design.
Marketers need good design.
Good design doesn’t always
need marketing.

Everyday experiences are designed. Design is all around us.

Building blocks of a successful digital experience.

Examples

Dell homepage moves from company centric…

…To customer centric

…And learns from “Dell Hell”

…And learns from “Dell Hell”

…And learns from “Dell Hell” Hi David. Enjoyed reading the dialogue here
about keeping up with the real world versus the
omnipresent school demands. Thought your talk at
Loyola sounded like a good one. As you point out
Jeff Jarvis and Dell are certainly integral case
studies to be learned from....in the same way that
we at Dell learned. Not sure there is any specific
roadmap.
Certainly we learn everyday from our
conversations at Direct2dell; around the
blogosphere; at StudioDell; in SecondLife;Michael
Dell's meeting with bloggers at the Consumer
Electronics show and at Dell's IdeaStorm...and all of
that is leading to exciting new chapters for us as we
engage direct with customers using various digital
media. Should you ever want more detailed
information about our journey beyond Dell hell,
please let us know.
Posted by: RichardatDELL

And learns from “Dell Hell”

Experience-O-Meter summary

USA Today re-design gets social

But still gets most basics right…

But still gets most basics right…

…Though not all features may be useful

Experience-O-Meter summary

Why YouTube is YouTube (hint, it’s not just the videos)

Why YouTube is YouTube (hint, it’s not just the videos)
2
Community features
1 3
Open source sharing/embedding
Videos that play without
choosing media plavers
4
Playlists, related items and more

Why YouTube is YouTube (hint, it’s not just the videos)

Hey Bud, YouTube doesn’t ask me to register…

Not all blogs are created equal

Not all blogs are created equal

Not all blogs are created equal

Pause for reflection…
A. Does any of this sound like marketing?
B. Isn’t Marketing about selling stuff?
C. Aren’t we supposed to create messages?
A. Yes. This is all part of marketing.
B. No. Marketing is about relationships.
C. No. We’re supposed to reinforce affinity.

Pause for reflection…
Message
Experience
Conversation
Relationships
Affinity
*Marketers need to become conversation architects

Conversation Architecture in action: Twitter

Multiple touch points create a “conversation ecosystem”
2
Web
widgets
3
Mobile
4 Web version
1 Desktop widgets/applications
7
6 Start page / feeds
Virtual words
5 Mash Ups

Gratuitous analogy: Is Twitter the crocs of the web?
Love them or hate them Love it or hate it
Recommend them to friends Recommend it to friends
Makes a statement Makes a statement
Encourages community Encourages community
Supported by enthusiasts Supported by enthusiasts
Might like after trying Might like after trying
Neither is a mediocre brand

Experience-O-Meter summary
OR
Twitter could to become a break-through form of digital communications or implode horribly

So?

Marketing needs T-shaped teams

…And thinking
Embrace your inner-designer.
…And your inner-geek.
Become a “conversation architect”.
Don’t just market messages.
Create good experiences.
Social experiences.
Design conversations.
…And relationships

We live a life in beta
~Bruce Nussbaum, BusinessWeek