10 Key Insights from Customer Experiences with Soul (RD Summit 2017)
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This talk was given at the RD Summit, the largest marketing summit in Latin America, on the 20th October 2017. In this presentation Simon Robinson and Maria Moraes Robinson sharing key insights and case studies from their new book Customer Experiences with Soul: A New Era in Design which will help those of you who are designers, entrepreneurs, creative leaders and those starting a new business or initiative to take a radically new approach to customer experience design; fully integrate your purpose, goals and strategy with your customer experience; implement human values across the whole organisation; and develop long-term and more meaningful relationships with your customers.
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10 Key Insights from Customer Experiences with Soul (RD Summit 2017)
- 1. Customer Experiences Simon Robinson and Maria Moraes Robinson with Soul 10 Key Insights from
- 3. THE MOST DISRUPTIVE WORD IN INNOVATION IS SOUL #1
- 4. Dinner in the Sky
- 5. #2 CUSTOMER EXPERIENCES ARE EVERY EXPERIENCE THAT ANYONE HAS WITH YOU, YOUR BRAND AND YOUR ORGANISATION
- 7. Human Factors Human Factors is a scientific discipline which studies how people interact with gadgets, products and systems.
- 8. Designing the Customer Experience ! Mike Atyeo and Simon Robinson ! Human-Computer Interaction: Interact ’95 ! 1995 Human-Computer Interaction: INTERACT ’95 Edited by ! Knut Nordby Per Helmersen David Gilmore Svein Arnesen IFIP https://cxwithsoul.com/2017/06/17/designing-the-customer-experience/
- 10. #3 COMPANIES WHICH FOCUS ON CUSTOMERS ARE 60% MORE PROFITABLE
- 11. The Transcendentals The Trinity Tools and Techniques ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design The Holonomic Circle
- 12. The Trinity ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design The Trinity
- 13. What I say What I mean How I act What I say What I mean How I act AuthenticCounterfeit ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design
- 15. Jessica Alba's The Honest Co.
- 16. #5 YOUR VALUES ARE HOW EVERYONE ACTS WHEN THEY THINK THAT NO ONE IS LOOKING
- 17. Tools and Techniques ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design Tools and Techniques
- 18. Meaning Human Values Methods Relationships Purpose ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design Meaning Human Values Methods Relationships Purpose
- 20. Peace Truth Love Righteousness Self-respect Integrity Perseverance Tolerance Ingenuity Truth Care Sharing Respect Honesty Humility Concentration Observation Reflection Lucidity Wisdom Good-sense Curiosity Creativity Devotion Dedication Empathy Generosity Unity Loyalty Co-operation Morality Discipline Use of Time Leadership Harmony Courage Citizenship HarmonyNon-Violence
- 21. WE DEFINE SUSTAINABILITY AS THE QUALITY OF OUR RELATIONSHIPS #6
- 22. Strongly Sustainable Business Model Group
- 23. VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS$ $ Business Model Canvas RESOURCES VALUE PROPOSITIONS ACTIVITIES COSTS REVENUE STREAMS CHANNELS CUSTOMER RELATIONSHIPS PARTNERSHIPS CUSTOMER SEGMENTS This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA
- 24. VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS$ $ Flourishing Business Canvas RESOURCES VALUE CO-CREATIONS ACTIVITIES COSTS REVENUE STREAMS CHANNELS RELATIONSHIPSPARTNERSHIPS STAKEHOLDERS BIOPHYSICAL STOCKS ECOSYSTEM SERVICES NEEDS ECOSYSTEM ACTORS VALUE CO-DESTRUCTIONS GOALS The Flourishing Canvas is reproduced under licence to Holonomics Education.! This version is not automatically licensed for commercial or non-commercial use.! © Antony Upward, 2014 · All Rights Reserved PROCESS VALUE PEOPLE OUTCOMES ECONOMY SOCIETY ENVIRONMENT GOVERNANCE
- 25. PATAGONIA
- 27. VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS$ $ Flourishing Business Canvas RESOURCES VALUE CO-CREATIONS ACTIVITIES COSTS REVENUE STREAMS CHANNELS RELATIONSHIPSPARTNERSHIPS STAKEHOLDERS BIOPHYSICAL STOCKS ECOSYSTEM SERVICES NEEDS ECOSYSTEM ACTORS VALUE CO-DESTRUCTIONS GOALS The Flourishing Canvas is reproduced under licence to Holonomics Education.! This version is not automatically licensed for commercial or non-commercial use.! © Antony Upward, 2014 · All Rights Reserved PROCESS VALUE PEOPLE OUTCOMES ECONOMY SOCIETY ENVIRONMENT GOAL ! Build the best products which cause no harm GOAL ! Save wild and beautiful placesGOAL ! Build a company which can last at least for 100 years GOVERNANCE
- 28. VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS$ $ Flourishing Business Canvas RESOURCES VALUE CO-CREATIONS ACTIVITIES COSTS REVENUE STREAMS CHANNELS RELATIONSHIPSPARTNERSHIPS STAKEHOLDERS BIOPHYSICAL STOCKS ECOSYSTEM SERVICES NEEDS ECOSYSTEM ACTORS VALUE CO-DESTRUCTIONS GOALS The Flourishing Canvas is reproduced under licence to Holonomics Education.! This version is not automatically licensed for commercial or non-commercial use.! © Antony Upward, 2014 · All Rights Reserved PROCESS VALUE PEOPLE OUTCOMES ECONOMY SOCIETY ENVIRONMENT VALUE CO-CREATION ! The highest quality clothing for outdoor sports enthusiasts VALUE CO- DESTRUCTIONS ! Toxic water-repellant chemicals VALUE CO- DESTRUCTIONS ! Use of fossil fuels to extract nylon and polyester polymers GOVERNANCE
- 29. VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS$ $ Flourishing Business Canvas RESOURCES VALUE CO-CREATIONS ACTIVITIES COSTS REVENUE STREAMS CHANNELS RELATIONSHIPSPARTNERSHIPS STAKEHOLDERS BIOPHYSICAL STOCKS ECOSYSTEM SERVICES NEEDS ECOSYSTEM ACTORS VALUE CO-DESTRUCTIONS GOALS The Flourishing Canvas is reproduced under licence to Holonomics Education.! This version is not automatically licensed for commercial or non-commercial use.! © Antony Upward, 2014 · All Rights Reserved PROCESS VALUE PEOPLE OUTCOMES ECONOMY SOCIETY ENVIRONMENT RELATIONSHIPS ! Share data with other brands doing business in the same factories (Fair Factories Clearing House) ACTIVITIES ! Ensure factories provide quality plus are socially and environmentally compliant ECOSYSTEM ACTORS ! Children GOVERNANCE
- 30. VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS$ $ Flourishing Business Canvas RESOURCES VALUE CO-CREATIONS ACTIVITIES COSTS REVENUE STREAMS CHANNELS RELATIONSHIPSPARTNERSHIPS STAKEHOLDERS BIOPHYSICAL STOCKS ECOSYSTEM SERVICES NEEDS ECOSYSTEM ACTORS VALUE CO-DESTRUCTIONS GOALS The Flourishing Canvas is reproduced under licence to Holonomics Education.! This version is not automatically licensed for commercial or non-commercial use.! © Antony Upward, 2014 · All Rights Reserved PROCESS VALUE PEOPLE OUTCOMES ECONOMY SOCIETY ENVIRONMENT ECOSYSTEM SERVICES ! Organic soil ECOSYSTEM ACTORS ! Outdoor sports community GOVERNANCE ECOSYSTEM SERVICES ! Rock Faces Clean Oceans
- 31. VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS$ $ Flourishing Business Canvas RESOURCES VALUE CO-CREATIONS ACTIVITIES COSTS REVENUE STREAMS CHANNELS RELATIONSHIPSPARTNERSHIPS STAKEHOLDERS BIOPHYSICAL STOCKS ECOSYSTEM SERVICES NEEDS ECOSYSTEM ACTORS VALUE CO-DESTRUCTIONS GOALS The Flourishing Canvas is reproduced under licence to Holonomics Education.! This version is not automatically licensed for commercial or non-commercial use.! © Antony Upward, 2014 · All Rights Reserved PROCESS VALUE PEOPLE OUTCOMES ECONOMY SOCIETY ENVIRONMENT Wild and beautiful places Best products no harm Reverse ecological decline Company of 100 years Quality outdoor clothing Conscious consumption Outdoor sports community Mills and sewing factories Patagonia shops On-line site Other retailers Pollution Waste Toxic chemicals Use of fossil fuels Organic cotton Clean water Soil Reduce resource consumption Repair clothes iFixit Repairs Donate 1% of sales revenue BCorp. Fair Labour Blue Sign Share data with other brands Activists and small NGOs Audit factories Ensure factory compliance Insurance Child care Internships Farmers Factory workers Local labour communities Better working conditions Better working conditions Customer questions Recycled polyester and wool Energy savings Loyal customers Climbers, surfers, skiers etc Children Rock-faces Rivers Oceans Mastery Recognition Respect GOVERNANCE
- 32. CUSTOMER EXPERIENCES WITH SOUL REQUIRE SYSTEMIC VISION #7
- 33. CUSTOMER EXPERIENCES WITH SOUL TAKE INTO ACCOUNT THE EXPERIENCE OF PEOPLE WHO ARE NOT YOUR CUSTOMER #8
- 34. The Transcendentals The Trinity Tools and Techniques ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design The Transcendentals
- 35. The One and the many Beauty Goodness Justice Truth Identity and difference Being ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design The One and the Many Beauty Goodness Justice Truth Identity and Difference Being
- 37. CUSTOMER EXPERIENCES WITH SOUL ARE ENGAGING BECAUSE THEY SPEAK TO OUR HIGHER NEEDS #9
- 38. Moema
- 39. Bioma Laces
- 46. CUSTOMER EXPERIENCES WITH SOUL ARE THE RESPONSIBILITY OF EVERYONE #10
- 47. Great companies are the ones which create customer experiences with soul. When you can connect with the soul of your organisation and experience the way in which it is expressed through each and every part, then you will have created a living, authentic brand. #11