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Joe Dwyer - Customer Experience
 

Joe Dwyer - Customer Experience

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    Joe Dwyer - Customer Experience Joe Dwyer - Customer Experience Presentation Transcript

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