Customer experience design

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This document discusses customer experience design and trends in marketing and technology. It notes that customers now do more research online before shopping in stores. Brands need to create remarkable products and experiences that are worth paying attention to. The focus for designers and marketers is shifting from transactions to building customer identity, conversations, communities and lifetime value. Data collection and analytics are important to understand customer journeys. The conclusion encourages the reader to contact the author for more information on experience design.

Business Technology

YOU ARE THE
ROCK STARS
OF THE FUTURE
© Rupa Shankar

COCO CHANEL
DAVID CARSON
DAVID OGILVY
HOWARD ROARK
JANE MCGONIGAL
PAUL RAND
JONY IVE
DIETER RAMS
STEVE JOBS
© Rupa Shankar

LAW OF DIFFUSION OF INNOVATION

INNOVATORS EARLY EARLY LATE LAGGARDS
2.5% ADOPTERS MAJORITY MAJORITY 16%
13.5% 34% 34%
©Everett Rogers

THE FIRST MOMENT OF TRUTH
Coined by Procter & Gamble—
Shoppers make up their mind
about a product in the first few
seconds after they encounter
that product for the first time on
a store’s shelf.

WHAT WORKED FOR
THE TRADITIONAL CONSUMER?
Play video
© Rupa Shankar

85% Shoppers conducted
research before
entering store*

MORE DECISIONS ARE MADE
BEFORE ENTERING THE STORE

* Source: www.zeromomentoftruth.com/ © Rupa Shankar

ZERO MOMENT OF TRUTH Customers approach a sale
empowered by technology and
transparency, with more
extensive information from
more sources than ever before*.
GOOD EXPERIENCE  5 PEOPLE
BAD EXPERIENCE  5000 PEOPLE
* Source: www.zeromomentoftruth.com/

RISE OF THE
“ALWAYS ON”
SOCIAL+MOBILE ENABLED
CONSUMER

© Rupa Shankar

The essence of the Purple Cow—the reason it would shine among a crowd of
perfectly competent, even undeniably excellent cows -- is that it would be
remarkable. Something remarkable is worth talking about, worth paying attention to.
-Seth Godin, Purple Cow

WORTH PAYING ATTENTION TO
REMARKABLE

WOW
ORIGINAL

DARING
© Seth Godin, Purple Cow

THE MODERN CUSTOMER IS BUYING
 IDENTITY
 CONVERSATION
 COMMUNITY
“The product is a platform that enables you to
accomplish what you believe!”
© Rupa Shankar

“Goal: Create a experiential platform that keeps
everyone, not just runners, motivated and active”
Stefan Olander, VP Digital Sport, NIKE
7th in the 100 MOST CREATIVE PEOPLE IN BUSINESS, 2012

Play Video >

Store

PHYSICAL
Mobile + Web
VIRTUAL

Social

© Rupa Shankar

Great design is making an experience
something memorable and meaningful.
Dieter Rams,
Braun’s designer and Apple’s inspiration

© Rupa Shankar

Transactional Value of Customer
Sales, Page Views, Clicks, Downloads, Impressions

NEW

ROI
Lifetime Value of Customer
WOM, Engagement, Interaction, Loyalty, Advocacy

© Rupa Shankar

Forrester Research,
Customer Experience

Consulting

Me

Design Strategist

Design
Happiest Minds, ITC, Personal Care
Technology Marketing
Social Computing Digital Marketing

 BFA in Applied Art from J. J. Institute of Applied Art, Mumbai
 MFA in Graphic Design and an MBA in Marketing from Boston University
© Rupa Shankar

FORWARD-THINKING
CLIENTS

* Source: Seth Godin, Purple Cow © Rupa Shankar

ETHNOGRAPHY

PERSONAS

ANALYTICS

Mapping The Customer Journey
© Rupa Shankar

Gracias!
cxpdesign.com
rupa.shankar@happiestminds.com

Facebook.com/rupashankar

twitter.com/rupashankar
© Rupa Shankar

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An Emerging Agency OS @martinbailie what's broke? -Our focus: outcomes have become divorced from outputs clients seek a profitable growth outcome, agencies seek rewards from a famous output Clients like increased profit, agencies like making things Consequently, clients don't always value the same things as agencies do Replacing a client with a new one easily costs £100k or more. Our failure to align is eating into our profit and morale. -Our business model: Agencies have two masters but only get paid by one. Agencies are addicted to short term client cash whereas consumers offer an additional revenue stream. Spend will slowly flow away from agencies to cheaper crowd and outsourced services. All areas will be affected, from strategy modeling, to production, to optimisation to ideas. As marketing, products, services and media merge, agencies, with new partners, will be able to service consumers as well as clients. what's the need? Client needs are simple: Clients need Ideas, Innovation and (real time) Intelligence to power sales. Agency needs are to attract best talent and to increase revenue to pay for that talent and any (currently lacking) R&D -Talent: Agencies are full of inventive and productive people but servicing clients full-time undermines motivation. If they are to be kept in agencies, agencies will need to find better ways to fulfil them. -Revenue: Agencies have loads of ideas but make too few. We can divorce ourselves of client only revenue by exploiting our existing ideas and engaging new partners to fund and develop our ideas to successful launch and customer revenue. what are the trends? Two agency types are emerging - those that value outcomes, and those that value outputs: 1) Outcomes agencies will worship effectiveness and will be built around the client's business. They will become convergence consultants to deliver Ideas, Innovation and Intelligence (from any source) to grow client profit over time. 2) Output agencies will continue to generate big ideas, they will create fame for clients but will also develop new revenue streams for those ideas from direct to consumer products and services, thereby beating their addiction to short term client cash All agencies need an AgencyOS – a data driven platform and structural/organising principle to deliver real time insight, development and optimisation. The most successful agencies will deliver both ideas and effectiveness. But those will be rare as the increase of channels and approaches continues. Implications 1. the agencies closest to the data will lead their agency partners. The most successful agencies will combine ideas and data talent in equal measure. 2. in client organisations, the older generations will cede control to younger managers investing ahead of the curve for the real time and digital future that’s unfolding. This will come too slowly for some. Those that don't answer customer’s immediate needs will quickly lose customers.

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Throughout the modern world the customer service and contact centre environment is undergoing dramatic change. Against the backdrop of the strategic realisation that the Customer Experience has come to the fore and reached the top of the boardroom agenda, several major global and regional trends have emerged. In a two hour seminar session, internationally recognised industry analyst and contact centre consultant Rod Jones will outline the current South African contact centre industry and will paint a picture of the impact that global trends and how these have and will impact on the local industry.

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Traditional loyalty and rewards programs are primarily transaction-oriented, taking into account only a customers’ spending history with less focus on the overall customer relationship, a customer’s social influence or clout. Going forward, banks will need to achieve a far higher level of customer-centricity, trustworthiness and overall service excellence by embracing this next-Generation Social Banking Ecosystem and redefining the loyalty paradigm: moving away from transactions (short-term) to overall customer relationship (long-term focus) to thrive in the post-crisis environment.

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https://www.productmanagementtoday.com/frs/26795801/the-path-to-product-excellence--avoiding-common-pitfalls-and-enhancing-communication In the fast-paced world of digital innovation, success is often accompanied by a multitude of challenges - like the pitfalls lurking at every turn, threatening to derail the most promising projects. But fret not, this webinar is your key to effective product development! Join us for an enlightening session to empower you to lead your team to greater heights. Through compelling storytelling and actionable insights, learn to overcome challenges like misaligned objectives, communication breakdowns, and resistance to change. Takeaways: • Uncover and navigate through common pitfalls that are plaguing product teams today. • Explore proven solutions, laying the groundwork for triumphant product launches. • Gain inspiration from real-world success examples from top digital companies, offering invaluable insights into their winning strategies. • Discover how the symbiotic relationship between product managers, UX/UI designers, and developers can transform pitfalls into opportunities, propelling your product outcomes to unprecedented heights.

The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...

Aggregage

Organisational success today depends on effective communication and collaboration with individuals from cultures with varying beliefs and practices. Indeed, with the workforce increasingly comprised of people of varying cultural backgrounds, leaders must now prioritise the significance of cultural competence in the workplace. Ensuring cultural competence at every level of your organisation cannot be understated. While cultural disparities can manifest in different ways, as a leader, you must build deep and nuanced cultural competence skills and education to accurately spot, address and alleviate the various scenarios that can arise. Failing to recognise the importance of cultural competence or not acting to improve it can lead to cultural negligence. There are a few things to consider to ensure your organisation is on the right track. In this deck, you'll understand the importance of building cultural competence in the workplace. You'll also learn • The three (3) dimensions of Cultural Competence in the workplace • Key strategies to build a culturally competent workforce • Major benefits you stand to gain by having a culturally competent team.

Cracking the Cultural Competence Code.pptx

Workforce Group

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Organizational Transformation Lead with Culture

The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...

Cracking the Cultural Competence Code.pptx

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Customer experience design

4. COCO CHANEL DAVID CARSON DAVID OGILVY HOWARD ROARK JANE MCGONIGAL PAUL RAND JONY IVE DIETER RAMS STEVE JOBS © Rupa Shankar

10. LAW OF DIFFUSION OF INNOVATION INNOVATORS EARLY EARLY LATE LAGGARDS 2.5% ADOPTERS MAJORITY MAJORITY 16% 13.5% 34% 34% ©Everett Rogers

13. THE FIRST MOMENT OF TRUTH Coined by Procter & Gamble— Shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time on a store’s shelf. WHAT WORKED FOR THE TRADITIONAL CONSUMER? Play video © Rupa Shankar

14. 85% Shoppers conducted research before entering store* MORE DECISIONS ARE MADE BEFORE ENTERING THE STORE * Source: www.zeromomentoftruth.com/ © Rupa Shankar

15. ZERO MOMENT OF TRUTH Customers approach a sale empowered by technology and transparency, with more extensive information from more sources than ever before*. GOOD EXPERIENCE  5 PEOPLE BAD EXPERIENCE  5000 PEOPLE * Source: www.zeromomentoftruth.com/

17. The essence of the Purple Cow—the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows -- is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to. -Seth Godin, Purple Cow WORTH PAYING ATTENTION TO REMARKABLE WOW ORIGINAL DARING © Seth Godin, Purple Cow

18. THE MODERN CUSTOMER IS BUYING  IDENTITY  CONVERSATION  COMMUNITY “The product is a platform that enables you to accomplish what you believe!” © Rupa Shankar

19. “Goal: Create a experiential platform that keeps everyone, not just runners, motivated and active” Stefan Olander, VP Digital Sport, NIKE 7th in the 100 MOST CREATIVE PEOPLE IN BUSINESS, 2012 Play Video >

21. Great design is making an experience something memorable and meaningful. Dieter Rams, Braun’s designer and Apple’s inspiration © Rupa Shankar

22. Transactional Value of Customer Sales, Page Views, Clicks, Downloads, Impressions NEW ROI Lifetime Value of Customer WOM, Engagement, Interaction, Loyalty, Advocacy © Rupa Shankar

23. Forrester Research, Customer Experience Consulting Me Design Strategist Design Happiest Minds, ITC, Personal Care Technology Marketing Social Computing Digital Marketing  BFA in Applied Art from J. J. Institute of Applied Art, Mumbai  MFA in Graphic Design and an MBA in Marketing from Boston University © Rupa Shankar

27. Gracias! cxpdesign.com rupa.shankar@happiestminds.com Facebook.com/rupashankar twitter.com/rupashankar © Rupa Shankar

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