Joe Dwyer - Customer Experience

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  • 1. DwyerLab The Customer Experience Economy People don’t experience your products the way you think they do. @joedwy | 312-612-0491 | joe@dwyerlab.comTuesday, February 21, 12
  • 2. 2 DwyerLabTuesday, February 21, 12
  • 3. 3 Problem is, people don’t experience products the way you think. DwyerLabTuesday, February 21, 12
  • 4. 4 We don’t process info well DwyerLabTuesday, February 21, 12
  • 5. 5 99% of what we experience is filtered out. DwyerLabTuesday, February 21, 12
  • 6. 6 The stuff that makes it through is subject to gist processing. DwyerLabTuesday, February 21, 12
  • 7. 7 What’s stored uses “lossy” compression. DwyerLabTuesday, February 21, 12
  • 8. How many times is the basketball passed? 50% didn’t notice. Daniel Simons, UIC DwyerLabTuesday, February 21, 12
  • 9. 9 Our environment compels us DwyerLabTuesday, February 21, 12
  • 10. 10 Good samaritan test 67 students from Princeton Theological Seminary. 40% didn’t help. Darley & Batson 1973Tuesday, February 21, 12
  • 11. 11 Milgram Experiment Administer shocks. 25% went all the way. DwyerLabTuesday, February 21, 12
  • 12. 12 Emotions affect us DwyerLabTuesday, February 21, 12
  • 13. DwyerLabTuesday, February 21, 12
  • 14. Don Norman DwyerLabTuesday, February 21, 12
  • 15. 15 We are subject to cognitive biases DwyerLabTuesday, February 21, 12
  • 16. 16 Kitchen test 5 strangers in your searching and classifying everything in it. 53% agreed if preceded by a small request. Freedman & Fraser 1966 DwyerLabTuesday, February 21, 12
  • 17. 17 Chameleon effect Wag your foot 50% increase in foot wagging Chartrand & Bargh 1999 DwyerLabTuesday, February 21, 12
  • 18. 18 Expectation effect You’re so good at cleaning up! 60% increase in cleaning up activity. Chartrand & Bargh 1999 DwyerLabTuesday, February 21, 12
  • 19. 19 Cognitive dissonanceTuesday, February 21, 12
  • 20. 20 Our physiology plays a powerful role DwyerLabTuesday, February 21, 12
  • 21. 21 Decisions are hard Overload my brain... Visual saliency And I’ll probably go with what you say DwyerLabTuesday, February 21, 12
  • 22. 22 Striatum releases dopamine But it can overload us We seek novelty Paradox of Choice Too much choice is negative DwyerLabTuesday, February 21, 12
  • 23. 23 Out of 232 men from 22 countries... zero chose purple. 23% of women did. DwyerLabTuesday, February 21, 12
  • 24. 24 We don’t know what we think. DwyerLabTuesday, February 21, 12
  • 25. 25 Which cookie is better? Imagine yourself eating it. Stranger judges from your expression. McConnell 2011 DwyerLabTuesday, February 21, 12
  • 26. 26 Something is written down the center. Kinda big. DwyerLabTuesday, February 21, 12
  • 27. 27 Any color you want... as long as it’s black. DwyerLabTuesday, February 21, 12
  • 28. Tuesday, February 21, 12
  • 29. 29 Immen se increas e in personal streams! data DwyerLabTuesday, February 21, 12
  • 30. 30 Went from lucky to get one... to a material society... to the Paradox of Choice. DwyerLabTuesday, February 21, 12
  • 31. 31 Customer Experience is about creating contexts for effective User Experience. DwyerLabTuesday, February 21, 12
  • 32. DwyerLabTuesday, February 21, 12
  • 33. DwyerLabTuesday, February 21, 12
  • 34. DwyerLabTuesday, February 21, 12
  • 35. 35 Utility Symbolism Experience DwyerLabTuesday, February 21, 12
  • 36. Utility Symbolism Experience DwyerLabTuesday, February 21, 12
  • 37. 37 Human drives DwyerLabTuesday, February 21, 12
  • 38. 38 Biological eat, drink, sleep, keep warm, reduce pain DwyerLabTuesday, February 21, 12
  • 39. 39 Sexual attract sexual partners and satisfy sexual desires DwyerLabTuesday, February 21, 12
  • 40. 40 Security keep ourselves and loved ones safe DwyerLabTuesday, February 21, 12
  • 41. 41 Control be in control of our lives DwyerLabTuesday, February 21, 12
  • 42. 42 Social form relationships, experience intimacy and love, feel we belong DwyerLabTuesday, February 21, 12
  • 43. 43 Individuality drive to establish and express a unique identity DwyerLabTuesday, February 21, 12
  • 44. 44 Stimulation sensory, cognitive, and physical stimulation DwyerLabTuesday, February 21, 12
  • 45. 45 What can we do to create amazing customer experiences? DwyerLabTuesday, February 21, 12
  • 46. 46 Improve reality? Or improve how people experience it? DwyerLabTuesday, February 21, 12
  • 47. 47 Rewards Planned rewards work poorly Surprise rewards work Monetary rewards don’t work as wellTuesday, February 21, 12
  • 48. 48 3 minute massage 20-second break break enjoyment into small bits Nelson & Meyvis 2008Tuesday, February 21, 12
  • 49. 49 The power of waiting Queueing for products increases perceived value. Ayelet Fishbach 2010Tuesday, February 21, 12
  • 50. 50 Don’t make them think Online $59 Print $125 Print + Web $125Tuesday, February 21, 12
  • 51. 51 Ben Franklin effect DwyerLabTuesday, February 21, 12
  • 52. 52 Experience theme “You press the button, we’ll do the rest.” DwyerLabTuesday, February 21, 12
  • 53. 53 Building a cult of product DwyerLabTuesday, February 21, 12
  • 54. Simple, purposeful message. Distinct differentiation. Encourage customer expression. DwyerLabTuesday, February 21, 12
  • 55. @joedwy | 312-612-0491 | joe@dwyerlab.comTuesday, February 21, 12