A

S

CE

BRA

N

S

BR

ND

PERI E

CE

EX
ND

EX PERIEN

IS THE FUTURE
OMNI-CHANNEL?
THE EXPERIENCE FACTOR

Brand experiences
THE EXPERIENCE FACTOR

THE STRONGEST
CONNECTIONS
WITH A BRAND ARE
BUILT
THROUGH
EMOTIONAL
BONDS

Brand experiences
THE EXPERIENCE FACTOR

THE STRONGEST
CONNECTIONS
WITH A BRAND ARE
BUILT
THROUGH
EMOTIONAL
BONDS

Brand experiences

EMOTIO...
THE GOOD NEWS...

Brand experiences
THE GOOD NEWS...

81%

Brand experiences

OF CUSTOMERS ARE READY
TO PAY MORE FOR A BETTER
CUSTOMER EXPERIENCE
THE GOOD NEWS...

81%
70%
Brand experiences

OF CUSTOMERS ARE READY
TO PAY MORE FOR A BETTER
CUSTOMER EXPERIENCE

OF BUYIN...
CHANNEL STRATEGY EVOLUTION

SINGLE

Brand experiences

MULTI

CROSS

OMNI
FACT
CUSTOMERS SWITCH BETWEEN
CHANNELS TO GET SERVED
THROUGHOUT THE DAY

Brand experiences
FACT

90%

USE MULTIPLE SCREENS
SEQUENTIALLY TO ACCOMPLISH
A TASK OVER TIME

98%
MOVE BETWEEN

DEVICES THAT SAME DAY

Bran...
MIND YOUR OMNICHANNEL CUSTOMERS
OMNI CHANNEL CUSTOMERS SPEND MORE

ACCORDING TO A DELOITTE STUDY,

OMNI-CHANNEL CUSTOMERS
...
MIND YOUR OMNICHANNEL CUSTOMERS
OMNI CHANNEL CUSTOMERS SPEND MORE

SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND

208% MORE PER
...
MIND YOUR OMNICHANNEL CUSTOMERS
OMNI CHANNEL CUSTOMERS SPEND MORE

SIMILARLY, THE DELOITTE STUDY FOUND THAT CUSTOMERS WHO
...
FACT
AND THEY EXPERIENCE
A BRAND NOT CHANNELS
OF A BRAND

Brand experiences
YOUR
EXPERIENCE
IS ONLY AS
STRONG
AS YOUR
WEAKEST
PART

Brand experiences
SPREADING THE WORD

ADVOCATES
HAPPY
CUSTOMERS ARE
LIKELY TO TELL
4-6 PEOPLE
ABOUT A GOOD
EXPERIENCE

Brand experiences
SPREADING THE WORD

ADVOCATES

BADVOCATES

HAPPY
CUSTOMERS ARE
LIKELY TO TELL
4-6 PEOPLE
ABOUT A GOOD
EXPERIENCE

UNHAPPY
...
TRENDS IN 360º

Brand experiences
FOR A GREAT OMNICHANNEL EXPERIENCE...
01
CREATE COMPLEMENTARY EXPERIENCES
02
PROMOTE CONSISTENCY ACROSS CHANNELS
03
MATCH ...
01

CREATE
COMPLIMENTARY
EXPERIENCES

Brand experiences
BLEND DIGITAL WITH PHYSICAL
RESPOND TO MOBILITY
SYNCHRONIZE AND INFORM
ORCHASTRATE ELEMENTS

Brand experiences
01
CREATE COMPLIMENTARY EXPERIENCES

FUELFOR INLINE APP

BLENDING
DIGITAL WITH
PHYSICAL

Brand experiences
01 Create Complementary Experiences
CREATE COMPLIMENTARY EXPERIENCES

FUELFOR INLINE APP

BLENDING
DIGITAL WITH
PHYSICAL

...
Create Complement
01
CREATE COMPLIMENTARY EXPERIENCES

ate Complementary Experiences

STYLR APP

RESPOND TO
MOBILITY

Bran...
OPPORTUNITY
OPPORTUNITY

# 92

# 92

12:30 - 12:40

or
# 92
12:30
12:40

Pick the branch
digitally

Brand experiences

# 9...
01 Create Complementary Experiences
CREATE COMPLIMENTARY EXPERIENCES

KINDLE

SYNCH & INFORM
(RECENT ACTIVITY)

Brand expe...
OPPORTUNITY

YOU HAVE RECENTLY ENQUIRED ABOUT PRODUCT X.
WOULD YOU LIKE TO HEAR MORE (ABOUT Y TOO)?

Brand experiences
02

PROMOTE
CONSISTENCY
ACROSS CHANNELS

Brand experiences
MAKE CONTENT ACCESSIBLE
PROVIDE CONSISTENT STRUCTURES
HONOR DEVICE SPECIFIC NEEDS
HARMONIZE VISUAL QUALITIES

Brand experi...
FACT

31%

OF ALL MOBILE SURFERS ARE
‘MOBILE-PRIMARY’ USERS

Brand experiences

Source: Karen McGrane, “The Rise of the Mo...
02
PROMOTE CONSISTENCY ACROSS CHANNELS

TWITTER

PROVIDE
CONSISTENT
STRUCTURES
(INFORMATION
ARCHITECTURE)

Brand experienc...
02
PROMOTE CONSISTENCY ACROSS CHANNELS
Provide Consistency Between Channels

FITBIT

HONOR
DEVICE-SPECIFIC
NEEDS

Brand ex...
03

MATCH OFFER
WITH CONTEXT

Brand experiences
MATCH DEVICE WITH ACTIVITIES
PROVIDE CONTEXTUAL OFFERS

Brand experiences
03 Match Offer with Context
MATCH OFFER WITH CONTEXT

Browse Recipes
Add Recipes to Shopping List

Shop with List
Scan Bar...
03
MATCHMatch Offer with Context
OFFER WITH CONTEXT

SIMPLE BANK

PROVIDE
CONTEXTUAL
OFFERS

Brand experiences
OPPORTUNITY

MOBILE CHECKLISTS WHILE
Mobile checklists while
COLLECTING REQUIRED DOCUMENTS
collecting required documents

...
04

UTILIZE
ECOSYSTEMS

Brand experiences
INTEGRATE BEST SERVICES
TRANSACTIONS VIA SOCIAL
UTILIZING SOCIAL DATA
EFFORTLESS BANK OFFERS

Brand experiences
04
Ecosystems
UTILIZE ECOSYSTEMS

SIMPLE BANK MOBILE APP

INTEGRATE
BEST-IN-CLASS
SERVICES

Brand experiences
04
UTILIZE ECOSYSTEMS
Utilize Ecosystems

DWOLLA

TRANSACTIONS
VIA SOCIAL
CHANNELS

Brand experiences
05

HUMANIZE &
PERSONALIZE

Brand experiences
HUMANIZE THE DIGITAL
ONE FACE FOR ALL
REMOTE ACCESS TO ADVICE
ENGAGING INFORMATION FORMAT
PERSONALIZED ADVICE

Brand exper...
FACT

WHAT IF

BRANCHES ARE REPLACED
BY ALL VIRTUAL BRANCHES

25%

22%

WOULD NOT BE HAPPY
BUT WOULD KEEP
THE SAME DEPOSIT...
FACT
FACT

3
AVERAGE

Average number of visits per month
NUMBER OF VISITS PER MONTH
BY Aby a tech savvy customer
TECH SAVV...
05
HUMANIZE & PERSONALIZEPersonalize
Humanize &

SIMPLE BANK

HUMANIZE
THE DIGITAL

Brand experiences
05
HUMANIZE & PERSONALIZE Personalize
Humanize &

SHERPAA

REMOTE ACCESS
TO IN-DEPTH
ADVICE

Brand experiences
HOW TO DESIGN
360º

Brand experiences
RESEARCH ON

CUSTOMER

PROVIDER

USEFUL
USABLE
DESIRABLE

EFFECTIVE
EFFICIENT
DISTINCTIVE
LOOKING FROM BOTH SIDES

Brand e...
TO RESEARCH FOR...

Brand experiences
TO RESEARCH FOR...

UNDERSTANDING

Brand experiences
TO RESEARCH FOR...

UNDERSTANDING

Brand experiences

EVALUATING
LOOK & FEEL

BENEFITS
BOTH FUNCTIONAL
AND EMOTIONAL.
THE REASONS YOUR
TARGET CUSTOMERS
SHOULD CHOOSE
YOUR BRAND

COMPETITI...
VISUAL
EXPRESSION
BRAND
DEFINITION

BRAND
ADVOCACY

1

6

ENGAGEMENTS
& EVENTS

AWARENESS

APPLICATION &
DOCUMENTATION

BR...
360(DEGREES)
PERSPECTIVE ON THE
CUSTOMER

Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS

Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS

01
GENERATE SCENARIOS BASED ON FREQUENT TASKS

Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS

01
GENERATE SCENARIOS BASED ON FREQUENT TASKS
02
PICK REPRESENTATIVE ANTAGO...
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS

01
GENERATE SCENARIOS BASED ON FREQUENT TASKS
02
PICK REPRESENTATIVE ANTAGO...
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS

01
GENERATE SCENARIOS BASED ON FREQUENT TASKS
02
PICK REPRESENTATIVE ANTAGO...
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS

Branch

Bank Website

Online Banking

Call Center

Customer Care

Brand exp...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH

ATTRACT
LOCATION
FASCIA & WINDOWS
URL

ADVOCACY
RECOMMENDATION
BRAN...
CONTEXTUAL INQUIRIES: IMMERSE IN CONTEXT

Brand experiences
CHANNEL EXPERIENCE MAPPING
KIND OF AN EMOTIONAL TALK

Brand experiences
CHANNEL EXPERIENCE MAPPING
PREMO (DESMET, 2002)

Brand experiences
CHANNEL EXPERIENCE MAPPING

Brand experiences
BEHAVIORAL MAPPING

Brand experiences
CHANNEL EXPERIENCE MAPPING

CARD SORTING - TREE TESTING
USABILITY TESTING
EYE TRACKING

Brand experiences
PRE-POST EVALUATIONS IMPACT OF THE DESIGN INTERVENTION

BEFORE

Brand experiences

AFTER
SOME
EXAMPLES

Brand experiences
UNICREDIT BULBANK

Brand experiences
WE CREATE 360° BRAND EXPERIENCES
THAT DELIGHT CUSTOMERS,
BUILD BRAND ADVOCACY AND DRIVE
BUSINESS PERFORMANCE.
WE ARE I-AM....
SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir
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SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir

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SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir

  1. 1. A S CE BRA N S BR ND PERI E CE EX ND EX PERIEN IS THE FUTURE OMNI-CHANNEL?
  2. 2. THE EXPERIENCE FACTOR Brand experiences
  3. 3. THE EXPERIENCE FACTOR THE STRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS Brand experiences
  4. 4. THE EXPERIENCE FACTOR THE STRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS Brand experiences EMOTIONAL BONDS ONLY DEVELOP THROUGH POWERFUL EXPERIENCES
  5. 5. THE GOOD NEWS... Brand experiences
  6. 6. THE GOOD NEWS... 81% Brand experiences OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE
  7. 7. THE GOOD NEWS... 81% 70% Brand experiences OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE OF BUYING EXPERIENCES ARE BASED ON HOW THE CUSTOMER FEELS THEY ARE BEING TREATED
  8. 8. CHANNEL STRATEGY EVOLUTION SINGLE Brand experiences MULTI CROSS OMNI
  9. 9. FACT CUSTOMERS SWITCH BETWEEN CHANNELS TO GET SERVED THROUGHOUT THE DAY Brand experiences
  10. 10. FACT 90% USE MULTIPLE SCREENS SEQUENTIALLY TO ACCOMPLISH A TASK OVER TIME 98% MOVE BETWEEN DEVICES THAT SAME DAY Brand experiences Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
  11. 11. MIND YOUR OMNICHANNEL CUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE ACCORDING TO A DELOITTE STUDY, OMNI-CHANNEL CUSTOMERS SPEND 93% MORE PER TRANSACTION THAN CUSTOMERS THAT ONLY SHOP ONLINE Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
  12. 12. MIND YOUR OMNICHANNEL CUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND 208% MORE PER TRANSACTIONS THAN THOSE THAT ONLY PURCHASE IN STORE Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
  13. 13. MIND YOUR OMNICHANNEL CUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE SIMILARLY, THE DELOITTE STUDY FOUND THAT CUSTOMERS WHO ENGAGED WITH THE BRAND IN CERTAIN WAYS WERE MORE VALUABLE THAN THOSE THAT DID NOT ENGAGE IN A PARTICULAR BEHAVIOR. FOR EXAMPLE, CUSTOMERS WHO VISITED A RETAILER’S MOBILE WEBSITE SPENT 59% MORE THAN CUSTOMERS WHO DID NOT. CUSTOMERS WHO LIKED A RETAILER ON FACEBOOK SPENT 44% MORE THAN CUSTOMERS WHO DID NOT Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
  14. 14. FACT AND THEY EXPERIENCE A BRAND NOT CHANNELS OF A BRAND Brand experiences
  15. 15. YOUR EXPERIENCE IS ONLY AS STRONG AS YOUR WEAKEST PART Brand experiences
  16. 16. SPREADING THE WORD ADVOCATES HAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE Brand experiences
  17. 17. SPREADING THE WORD ADVOCATES BADVOCATES HAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE UNHAPPY CUSTOMERS ARE LIKELY TO TELL MORE THAN 20 PEOPLE ABOUT A BAD EXPERIENCE Brand experiences
  18. 18. TRENDS IN 360º Brand experiences
  19. 19. FOR A GREAT OMNICHANNEL EXPERIENCE... 01 CREATE COMPLEMENTARY EXPERIENCES 02 PROMOTE CONSISTENCY ACROSS CHANNELS 03 MATCH OFFER WITH CONTEXT 04 UTILIZE ECOSYSTEMS 05 HUMANIZE AND PERSONALIZE Brand experiences
  20. 20. 01 CREATE COMPLIMENTARY EXPERIENCES Brand experiences
  21. 21. BLEND DIGITAL WITH PHYSICAL RESPOND TO MOBILITY SYNCHRONIZE AND INFORM ORCHASTRATE ELEMENTS Brand experiences
  22. 22. 01 CREATE COMPLIMENTARY EXPERIENCES FUELFOR INLINE APP BLENDING DIGITAL WITH PHYSICAL Brand experiences
  23. 23. 01 Create Complementary Experiences CREATE COMPLIMENTARY EXPERIENCES FUELFOR INLINE APP BLENDING DIGITAL WITH PHYSICAL Brand experiences
  24. 24. Create Complement 01 CREATE COMPLIMENTARY EXPERIENCES ate Complementary Experiences STYLR APP RESPOND TO MOBILITY Brand experiences
  25. 25. OPPORTUNITY OPPORTUNITY # 92 # 92 12:30 - 12:40 or # 92 12:30 12:40 Pick the branch digitally Brand experiences # 92 12:30 12:40 Get Q number Follow Q number Get served
  26. 26. 01 Create Complementary Experiences CREATE COMPLIMENTARY EXPERIENCES KINDLE SYNCH & INFORM (RECENT ACTIVITY) Brand experiences
  27. 27. OPPORTUNITY YOU HAVE RECENTLY ENQUIRED ABOUT PRODUCT X. WOULD YOU LIKE TO HEAR MORE (ABOUT Y TOO)? Brand experiences
  28. 28. 02 PROMOTE CONSISTENCY ACROSS CHANNELS Brand experiences
  29. 29. MAKE CONTENT ACCESSIBLE PROVIDE CONSISTENT STRUCTURES HONOR DEVICE SPECIFIC NEEDS HARMONIZE VISUAL QUALITIES Brand experiences
  30. 30. FACT 31% OF ALL MOBILE SURFERS ARE ‘MOBILE-PRIMARY’ USERS Brand experiences Source: Karen McGrane, “The Rise of the Mobile-Only User”, Harvard Business Review Blog, May 28, 2013.
  31. 31. 02 PROMOTE CONSISTENCY ACROSS CHANNELS TWITTER PROVIDE CONSISTENT STRUCTURES (INFORMATION ARCHITECTURE) Brand experiences
  32. 32. 02 PROMOTE CONSISTENCY ACROSS CHANNELS Provide Consistency Between Channels FITBIT HONOR DEVICE-SPECIFIC NEEDS Brand experiences
  33. 33. 03 MATCH OFFER WITH CONTEXT Brand experiences
  34. 34. MATCH DEVICE WITH ACTIVITIES PROVIDE CONTEXTUAL OFFERS Brand experiences
  35. 35. 03 Match Offer with Context MATCH OFFER WITH CONTEXT Browse Recipes Add Recipes to Shopping List Shop with List Scan Barcodes for Recipes Cook Away Browse Recipes ALLRECIPES MATCH DEVICE WITH ACTIVITIES Brand experiences
  36. 36. 03 MATCHMatch Offer with Context OFFER WITH CONTEXT SIMPLE BANK PROVIDE CONTEXTUAL OFFERS Brand experiences
  37. 37. OPPORTUNITY MOBILE CHECKLISTS WHILE Mobile checklists while COLLECTING REQUIRED DOCUMENTS collecting required documents Brand experiences
  38. 38. 04 UTILIZE ECOSYSTEMS Brand experiences
  39. 39. INTEGRATE BEST SERVICES TRANSACTIONS VIA SOCIAL UTILIZING SOCIAL DATA EFFORTLESS BANK OFFERS Brand experiences
  40. 40. 04 Ecosystems UTILIZE ECOSYSTEMS SIMPLE BANK MOBILE APP INTEGRATE BEST-IN-CLASS SERVICES Brand experiences
  41. 41. 04 UTILIZE ECOSYSTEMS Utilize Ecosystems DWOLLA TRANSACTIONS VIA SOCIAL CHANNELS Brand experiences
  42. 42. 05 HUMANIZE & PERSONALIZE Brand experiences
  43. 43. HUMANIZE THE DIGITAL ONE FACE FOR ALL REMOTE ACCESS TO ADVICE ENGAGING INFORMATION FORMAT PERSONALIZED ADVICE Brand experiences
  44. 44. FACT WHAT IF BRANCHES ARE REPLACED BY ALL VIRTUAL BRANCHES 25% 22% WOULD NOT BE HAPPY BUT WOULD KEEP THE SAME DEPOSIT Brand experiences 7% WOULD NOT BE HAPPY AND WOULD REDUCE DEPOSITS WOULD SWITCH BANKS Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco
  45. 45. FACT FACT 3 AVERAGE Average number of visits per month NUMBER OF VISITS PER MONTH BY Aby a tech savvy customer TECH SAVVY CUSTOMER Brand experiences Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco Source : Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco.
  46. 46. 05 HUMANIZE & PERSONALIZEPersonalize Humanize & SIMPLE BANK HUMANIZE THE DIGITAL Brand experiences
  47. 47. 05 HUMANIZE & PERSONALIZE Personalize Humanize & SHERPAA REMOTE ACCESS TO IN-DEPTH ADVICE Brand experiences
  48. 48. HOW TO DESIGN 360º Brand experiences
  49. 49. RESEARCH ON CUSTOMER PROVIDER USEFUL USABLE DESIRABLE EFFECTIVE EFFICIENT DISTINCTIVE LOOKING FROM BOTH SIDES Brand experiences
  50. 50. TO RESEARCH FOR... Brand experiences
  51. 51. TO RESEARCH FOR... UNDERSTANDING Brand experiences
  52. 52. TO RESEARCH FOR... UNDERSTANDING Brand experiences EVALUATING
  53. 53. LOOK & FEEL BENEFITS BOTH FUNCTIONAL AND EMOTIONAL. THE REASONS YOUR TARGET CUSTOMERS SHOULD CHOOSE YOUR BRAND COMPETITION ALTERNATIVE BRAND CHOICES AVAILABLE IN THE MARKETPLACE INSIGHT TARGET WHY YOUR BRAND MEETS THE NEEDS OF YOUR TARGET CUSTOMER BRAND DNA THE PEOPLE YOU WANT TO CHOOSE YOUR BRAND AS DEFINED BY DEMOGRAPHICS, SOCIO-ECONOMICS, ATTITUDE, ETC. DISTILLATION OF YOUR BRAND POSITIONING INTO ONE CLEAR DEFINING THOUGHT BRAND VALUES WHAT YOUR BRAND TRULY STANDS FOR AND BELIEVES IN. YOUR BRANDS POINT OF VIEW PERSONALITY HOW YOUR BRAND EXPRESSES ITSELF, BEHAVES AND TALKS TO YOUR TARGET CUSTOMERS TONE OF VOICE REASONS TO BELIEVE THE PROOF YOUR BRAND GIVES TO SUBSTANTIATE YOUR POSITIONING Brand experiences ESSENCE WHY YOUR BRAND MEETS THE NEEDS OF YOUR TARGET CUSTOMER HOW YOUR BRAND EXPRESSES ITSELF, BEHAVES AND TALKS TO YOUR TARGET CUSTOMERS
  54. 54. VISUAL EXPRESSION BRAND DEFINITION BRAND ADVOCACY 1 6 ENGAGEMENTS & EVENTS AWARENESS APPLICATION & DOCUMENTATION BRAND MARKETING 5 FORMAT STRATEGY MOMENTS OF TRUTH 2 DIGITAL & INTERIOR DESIGN 4 SALES PROCESS MOMENTS OF TRUTH PRODUCTS & SERVICES BRAND EXPERIENCES ENVIRONMENT PRODUCT STRATEGY PROPOSITION DEVELOPMENT 3 PEOPLE PEOPLE PROCESSES MERCHANDISING STRATEGY CUSTOMER FLOW Brand experiences LEADERSHIP MINDSET & BEHAVIOURS INNOVATION
  55. 55. 360(DEGREES) PERSPECTIVE ON THE CUSTOMER Brand experiences
  56. 56. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS Brand experiences
  57. 57. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS Brand experiences
  58. 58. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS Brand experiences
  59. 59. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS 03 RUN SCENARIOS Brand experiences
  60. 60. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS 03 RUN SCENARIOS 04 DOCUMENT THE JOURNEY Brand experiences
  61. 61. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS Branch Bank Website Online Banking Call Center Customer Care Brand experiences
  62. 62. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  63. 63. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  64. 64. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  65. 65. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  66. 66. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  67. 67. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  68. 68. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  69. 69. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  70. 70. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
  71. 71. CONTEXTUAL INQUIRIES: IMMERSE IN CONTEXT Brand experiences
  72. 72. CHANNEL EXPERIENCE MAPPING KIND OF AN EMOTIONAL TALK Brand experiences
  73. 73. CHANNEL EXPERIENCE MAPPING PREMO (DESMET, 2002) Brand experiences
  74. 74. CHANNEL EXPERIENCE MAPPING Brand experiences
  75. 75. BEHAVIORAL MAPPING Brand experiences
  76. 76. CHANNEL EXPERIENCE MAPPING CARD SORTING - TREE TESTING USABILITY TESTING EYE TRACKING Brand experiences
  77. 77. PRE-POST EVALUATIONS IMPACT OF THE DESIGN INTERVENTION BEFORE Brand experiences AFTER
  78. 78. SOME EXAMPLES Brand experiences
  79. 79. UNICREDIT BULBANK Brand experiences
  80. 80. WE CREATE 360° BRAND EXPERIENCES THAT DELIGHT CUSTOMERS, BUILD BRAND ADVOCACY AND DRIVE BUSINESS PERFORMANCE. WE ARE I-AM. ERDEM DEMIR, PHD JON BLAKENEY VISIT US ON erdem@i-amistanbul.com.tr jon@i-amonline.com www.i-amistanbul.com.tr @iamistanbul Brand experiences THANK YOU

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