Presented at 2017's Big Digital Conference in Adelaide. The presentation demonstrated tactics how to identify your audience, then apply these insights to identify customer goals and to define key customer journeys.

1. How to define and design customer experiences.
Dan Levy / More Space For Light / @morespace4light
A MAN WALKS INTO A BAR

2. ➤ DISCOVERY.
➤ SHOPPING.
➤ DIGITAL.
➤ PRODUCT.
➤ CUSTOMER.
➤ COMMUNITY.
DELIVERING AN EXPERIENCE

3. YOUR CUSTOMERS HAVE CLOUT!
Source: American Express
=
1 HAPPY CUSTOMER 9 REFERRALS

4. YOUR CUSTOMERS HAVE CLOUT!
Source: American Express
=
1 UNHAPPY CUSTOMER 16 DETRACTORS

5. DEFINE YOUR CUSTOMERS

6. ➤ ZERO IN ON YOUR CUSTOMER
SEGMENTS.
➤ INCLUDE YOUR CUSTOMER
GOALS.
➤ DOCUMENT YOUR TOUCH
POINTS.

7. JOURNEY MAPPING
PURPOSE:
➤ TO RESEARCH TO
UNDERSTAND YOUR
CUSTOMER EXPERIENCE.
➤ IS A METHOD TO
DOCUMENT YOUR
CUSTOMER EXPERIENCE.

8. STAGES RESEARCH BOOK APPOINTMENT SPEAK TO SUPPORT ESCALATE ISSUE VISIT RESELLER VISIT APPLE STORE FOLLOW UP
ORGANISATION PROCESS
If a customer has AppleCare
we have a comprehensive
system of support. If a
customer doesn’t have
AppleCare we also have
provide full support and
service. We hope to resolve
most issues without need
for further escalation with
our robust support portal.
Upon receiving a call/
email this is lodged into
our system and tracked
throughout the process.
This case can be accessed
at any time via the support
portal.
Contact a customer.
Troubleshoot the issue.
Use standard systems and
processes to understand the
issue. Resolve if possible,
otherwise escalate to an
instore visit.
Attempt to book a customer
in at the Apple Store,
alternatively refer to an
authorised Apple reseller if
none available.
Ensure all resellers meet a
strict set of standards and
are assessed regularly to
ensure they comply with
our exceptional standard of
service.
If no appointments are
available at the Apple Store,
suggest an alternative
reseller. Also advise the
customer to get to the store
prior to opening as there
are opportunites to see a
Genius.
Follow-up with customer
to ensure their issue was
resolved and they were
happy with the level of
service.
CUSTOMER GOALS
Find a quick fix.
Hope by ignoring the
problem it stops!
Speak to a technical team
member to fix the problem.
Resolve the issue quickly.
Get support and resolve the
issue quickly.
Book an appointment as
soon as possible.
Repair the device with
no dramas and minimal
expense.
Have a positive outcome.
Repair the device.
Have the issue resolved.
CUSTOMER DOES
Visits forums and third
party forums. As well as
seek advice independently.
Schedules a call and
describes the issue to the
best of their knowledge.
Customer obidiently follows
instructions.
Customer opts for a reseller
as the Apple Store has no
appointments.
Customer researches local
resellers via Search for
reviews.
Goes to the store, leaves
computer with the hope
everything can be resolved.
Waits patiently to be one
of the first people seen at
the Apple Store. On store
opening gets seen within
the hour. The support
team go above and beyond
in providing a positive
experience.
Responds to the survey. Is
happy they will continue to
be a promoter of the brand.
As well as a loyal customer.
TOUCHPOINTS USED
• Support portal
• Community forum
• Educational in-store
workshops
• Call
• Online chat
• Bring into store
• Call
• Email
• Call
• Email
• SERPs
• In-store visit
• Call
• In-store visit
• Call
• Email
• Email
• Web survey
CUSTOMER EXPERIENCE
Confused
Information although clear
and comprehensive still
doesn’t resolve the issue and
leaves more questions than
answers.
Calm
Confident that the issue is
now going to be resolved.
Worried
Support staff are friendly,
helpful and patient. Due
to the assigned agent
being overseas it takes an
extened length of time to
troubleshoot the issue.
Stressed
Unable to get an
appointment at the Apple
Store, referred to a reseller.
Angry
The reseller doesn’t fix the
issue. Has a poor standard
of customer service and
refers the customer away
to an alternative reseller
when device is still faulty
to ensure their Apple Gold
status isn’t compromised.
Happy
The in-store experience is
an extension of the webstie.
It is consistent and the
representative is friendly,
helpful and patient.
Satisfied
The device has been fixed
and overall it has been a
positive experience.
ISSUES
• A customer service
operator can sometimes
be assigned from a
different country in a
different timezone. A
conversation to resolve
an issue can take place
over a couple of days.
• A customer being
assigned a number of
operators and having to
re-tell their case issue.
• Unless the customer can
book an appointment at
the Apple Store they are
being referred outside
of the ecosystem. The
relationship with the
brand is being dictated
by a third party.
• Not having enough
availability at Apple
Stores.
• Can’t control the
experience of the
customer. Put in systems
and processes but
resellers are separate
businesses not true
extensions of the brand.
OPPORTUNTIES
• Where appropriate be
proactive. Apple have
recorded customers
serial numbers, they
can track faulty batches
based on serial numbers.
• Give the customer a
20-min warning to let
them know that they
will receive a call.
• Provide customer with a
cheat sheet (via email)
with low-level actions to
prepare device.
• Assign an agent based
on location.
• Create smaller service
outlets with fully
accredited Genius’. Keep
the customer in the
Apple ecosystem.
• Assess the NPS system
in place and regularly
follow up on both
negative and positive
responses.
• Depending on the device
and severity of the issue
segment the customer
and target with
information of products
and services that will be
applicable to them in the
future.
STAGES RESEARCH BOOK APPOINTMENT SPEAK TO SUPPORT ESCALATE ISSUE VISIT RESELLER VISIT APPLE STORE FOLLOW UP
ORGANISATION PROCESS
If a customer has AppleCare
we have a comprehensive
system of support. If a
customer doesn’t have
AppleCare we also have
provide full support and
service. We hope to resolve
most issues without need
for further escalation with
our robust support portal.
Upon receiving a call/
email this is lodged into
our system and tracked
throughout the process.
This case can be accessed
at any time via the support
portal.
Contact a customer.
Troubleshoot the issue.
Use standard systems and
processes to understand the
issue. Resolve if possible,
otherwise escalate to an
instore visit.
Attempt to book a customer
in at the Apple Store,
alternatively refer to an
authorised Apple reseller if
none available.
Ensure all resellers meet a
strict set of standards and
are assessed regularly to
ensure they comply with
our exceptional standard of
service.
If no appointments are
available at the Apple Store,
suggest an alternative
reseller. Also advise the
customer to get to the store
prior to opening as there
are opportunites to see a
Genius.
Follow-up with customer
to ensure their issue was
resolved and they were
happy with the level of
service.
CUSTOMER GOALS
Find a quick fix.
Hope by ignoring the
problem it stops!
Speak to a technical team
member to fix the problem.
Resolve the issue quickly.
Get support and resolve the
issue quickly.
Book an appointment as
soon as possible.
Repair the device with
no dramas and minimal
expense.
Have a positive outcome.
Repair the device.
Have the issue resolved.
CUSTOMER DOES
Visits forums and third
party forums. As well as
seek advice independently.
Schedules a call and
describes the issue to the
best of their knowledge.
Customer obidiently follows
instructions.
Customer opts for a reseller
as the Apple Store has no
appointments.
Customer researches local
resellers via Search for
reviews.
Goes to the store, leaves
computer with the hope
everything can be resolved.
Waits patiently to be one
of the first people seen at
the Apple Store. On store
opening gets seen within
the hour. The support
team go above and beyond
in providing a positive
experience.
Responds to the survey. Is
happy they will continue to
be a promoter of the brand.
As well as a loyal customer.
TOUCHPOINTS USED
• Support portal
• Community forum
• Educational in-store
workshops
• Call
• Online chat
• Bring into store
• Call
• Email
• Call
• Email
• SERPs
• In-store visit
• Call
• In-store visit
• Call
• Email
• Email
• Web survey
CUSTOMER EXPERIENCE
Confused
Information although clear
and comprehensive still
doesn’t resolve the issue and
leaves more questions than
answers.
Calm
Confident that the issue is
now going to be resolved.
Worried
Support staff are friendly,
helpful and patient. Due
to the assigned agent
being overseas it takes an
extened length of time to
troubleshoot the issue.
Stressed
Unable to get an
appointment at the Apple
Store, referred to a reseller.
Angry
The reseller doesn’t fix the
issue. Has a poor standard
of customer service and
refers the customer away
to an alternative reseller
when device is still faulty
to ensure their Apple Gold
status isn’t compromised.
Happy
The in-store experience is
an extension of the webstie.
It is consistent and the
representative is friendly,
helpful and patient.
Satisfied
The device has been fixed
and overall it has been a
positive experience.
ISSUES
• A customer service
operator can sometimes
be assigned from a
different country in a
different timezone. A
conversation to resolve
an issue can take place
over a couple of days.
• A customer being
assigned a number of
operators and having to
re-tell their case issue.
• Unless the customer can
book an appointment at
the Apple Store they are
being referred outside
of the ecosystem. The
relationship with the
brand is being dictated
by a third party.
• Not having enough
availability at Apple
Stores.
• Can’t control the
experience of the
customer. Put in systems
and processes but
resellers are separate
businesses not true
extensions of the brand.
OPPORTUNTIES
• Where appropriate be
proactive. Apple have
recorded customers
serial numbers, they
can track faulty batches
based on serial numbers.
• Give the customer a
20-min warning to let
them know that they
will receive a call.
• Provide customer with a
cheat sheet (via email)
with low-level actions to
prepare device.
• Assign an agent based
on location.
• Create smaller service
outlets with fully
accredited Genius’. Keep
the customer in the
Apple ecosystem.
• Assess the NPS system
in place and regularly
follow up on both
negative and positive
responses.
• Depending on the device
and severity of the issue
segment the customer
and target with
information of products
and services that will be
applicable to them in the
future.

9. OINTMENT SPEAK TO SUPPORT ESCALATE ISSUE VISIT RESELLER VISIT APPLE STORE FOLLOW U
g a call/
dged into
d tracked
e process.
be accessed
the support
Contact a customer.
Troubleshoot the issue.
Use standard systems and
processes to understand the
issue. Resolve if possible,
otherwise escalate to an
instore visit.
Attempt to book a customer
in at the Apple Store,
alternatively refer to an
authorised Apple reseller if
none available.
Ensure all resellers meet a
strict set of standards and
are assessed regularly to
ensure they comply with
our exceptional standard of
service.
If no appointments are
available at the Apple Store,
suggest an alternative
reseller. Also advise the
customer to get to the store
prior to opening as there
are opportunites to see a
Genius.
Follow-up with cu
to ensure their iss
resolved and they
happy with the lev
service.
hnical team
the problem.
ue quickly.
Get support and resolve the
issue quickly.
Book an appointment as
soon as possible.
Repair the device with
no dramas and minimal
expense.
Have a positive outcome.
Repair the device.
Have the issue res
l and
ssue to the
nowledge.
Customer obidiently follows
instructions.
Customer opts for a reseller
as the Apple Store has no
appointments.
Customer researches local
resellers via Search for
reviews.
Goes to the store, leaves
computer with the hope
everything can be resolved.
Waits patiently to be one
of the first people seen at
the Apple Store. On store
opening gets seen within
the hour. The support
team go above and beyond
in providing a positive
experience.
Responds to the su
happy they will co
be a promoter of t
As well as a loyal c
t
store
• Call
• Email
• Call
• Email
• SERPs
• In-store visit
• Call
• In-store visit
• Call
• Email
• Email
• Web survey
lm
the issue is
e resolved.
Worried
Support staff are friendly,
helpful and patient. Due
to the assigned agent
being overseas it takes an
extened length of time to
troubleshoot the issue.
Stressed
Unable to get an
appointment at the Apple
Store, referred to a reseller.
Angry
The reseller doesn’t fix the
issue. Has a poor standard
of customer service and
refers the customer away
to an alternative reseller
when device is still faulty
Happy
The in-store experience is
an extension of the webstie.
It is consistent and the
representative is friendly,
helpful and patient.
Satisfie
The device has bee
and overall it has b
positive experienc

10. Don’t discount unsanctioned paths - take a step back, how
are your customers performing the same task faster and
better - listen to your customers, improve their experiences.

11. TRACKING YOUR PERFORMANCE
➤ COST TO ACQUIRE (CAC).
➤ CUSTOMER PENETRATION.
➤ CUSTOMER CHURN.
➤ CUSTOMER LIFETIME VALUE.

12. KEY TAKEAWAYS
➤ DEFINE WHO YOUR CUSTOMERS ARE.
➤ MAP KEY CUSTOMER JOURNEYS.
➤ DESIGN A CONSISTENT EXPERIENCE.
➤ PRIORITISE LOW LYING HIGH VALUE ISSUES.
➤ TRACK THE PERFORMANCE OF YOUR EFFORTS.

13. Have you critically looked at your key
customer journeys within the last 6 months
and challenged yourself to do better?
After all your customers deserve it.
dan@morespaceforlight.com.au
morespaceforlight.com.au /@morespace4light
Can you answer this question… ?