DwyerLab                                The Customer Experience Economy                           People don’t experience ...
2                           DwyerLabTuesday, February 21, 12
3                      Problem is, people don’t experience products the way you think.                                    ...
4                           We don’t process info well                                                        DwyerLabTues...
5                           99% of what we experience is filtered out.                                                     ...
6                           The stuff that makes it through is subject to gist processing.                                ...
7                           What’s stored uses “lossy” compression.                                                       ...
How many times is the                                             basketball passed?                                      ...
9                           Our environment compels us                                                        DwyerLabTues...
10          Good samaritan test          67 students from        Princeton Theological             Seminary.              ...
11          Milgram Experiment              Administer shocks.               25% went all the way.   DwyerLabTuesday, Febr...
12                           Emotions affect us                                                DwyerLabTuesday, February 2...
DwyerLabTuesday, February 21, 12
Don Norman                              DwyerLabTuesday, February 21, 12
15                           We are subject to cognitive biases                                                           ...
16          Kitchen test                     5 strangers in your searching                    and classifying everything i...
17          Chameleon effect                                   Wag your foot                       50% increase in foot   ...
18          Expectation effect                           You’re so good at                             cleaning up!       ...
19          Cognitive dissonanceTuesday, February 21, 12
20                           Our physiology plays a powerful role                                                         ...
21                       Decisions are hard                                      Overload my brain...                     ...
22              Striatum releases dopamine                           But it can overload us                               ...
23        Out of 232 men from 22 countries... zero chose purple. 23% of women did.                                        ...
24                           We don’t know what we think.                                                          DwyerLa...
25          Which cookie is better?            Imagine yourself               eating it.   Stranger judges from     your e...
26                           Something is written down the center. Kinda big.                                             ...
27                           Any color you want... as long as it’s black.                                                 ...
Tuesday, February 21, 12
29                    Immen                         se increas                                    e in personal           ...
30                           Went from lucky to get one...                              to a material society...          ...
31                           Customer Experience is about creating                            contexts for effective       ...
DwyerLabTuesday, February 21, 12
DwyerLabTuesday, February 21, 12
DwyerLabTuesday, February 21, 12
35                             Utility                           Symbolism                           Experience           ...
Utility             Symbolism                              Experience                                           DwyerLabTu...
37                           Human drives                                          DwyerLabTuesday, February 21, 12
38                                        Biological                           eat, drink, sleep, keep warm, reduce pain  ...
39                                               Sexual                           attract sexual partners and satisfy sexu...
40                                     Security                           keep ourselves and loved ones safe              ...
41                                  Control                           be in control of our lives                          ...
42                                                 Social                      form relationships, experience intimacy and...
43                                         Individuality                           drive to establish and express a unique...
44                                        Stimulation                           sensory, cognitive, and physical stimulati...
45                  What can we do to create amazing customer                                experiences?                 ...
46         Improve reality? Or         improve how people           experience it?                               DwyerLabT...
47          Rewards                              Planned rewards work poorly                                 Surprise rewa...
48          3 minute massage                 20-second                   break    break enjoyment     into small bits     ...
49          The power of waiting         Queueing for           products           increases        perceived value.      ...
50          Don’t make them think                              Online $59                               Print $125        ...
51          Ben Franklin effect                                DwyerLabTuesday, February 21, 12
52          Experience theme                           “You press the button, we’ll do the rest.”                         ...
53          Building a cult of product                                       DwyerLabTuesday, February 21, 12
Simple, purposeful message.                              Distinct differentiation.                           Encourage cus...
@joedwy | 312-612-0491 | joe@dwyerlab.comTuesday, February 21, 12
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Joe Dwyer - Customer Experience

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Joe Dwyer - Customer Experience

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