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12 Key Insights from Customer Experiences with Soul

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The last three decades have seen a steady evolution in customer experience design methods and practices. These have been complemented by the introduction of systemic and visual business tools such as Balanced Scorecard and the Business Model Canvas which have radically changed the way entrepreneurs and corporations develop new businesses, innovate new products and services, and improve and evolve their existing business models and strategies.

However, despite a growing awareness of the impact on profitability of being a customer-focused organisation, and despite the wealth of new approaches to innovation, the majority of new products and services are still failing to meet customer expectations. The time therefore has now arrived for business leaders to radically reappraise what they are doing, how they are doing it, who they are doing it with, and most importantly, why.

The insights from this book apply not only to the design of the customer experience itself, but also to product and service development, organisational design, branding, communications, leadership, training and strategy. It will help you 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.

Customer Experiences with Soul: A New Era in Design will shift your understanding of design, innovation, strategy, leadership and branding. It provides the guidance needed for developing, structuring and implementing customer experiences with soul, helping you to build and grow authentic businesses and organisations which honour what it is to be human in our world.

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12 Key Insights from Customer Experiences with Soul

  1. 1. Customer Experiences with Soul Maria Moraes Robinson and Simon Robinson Holonomics Education Business Where People and Planet Matter 12 Key Insights from
  2. 2. © Holonomics Education 2017
  3. 3. © Holonomics Education 2017 The Dynamics of Seeing The Dynamics of Nature The Dynamics of Business Human Values The Holonomics Platform
  4. 4. © Holonomics Education 2017 Customer Experiences with Soul has been written to show how our holonomics approach can be applied to the area of customer experience design. It introduces our tool, The Holonomic Circle, which articulates the meaning of soul in a design, business and branding context. It provides a holistic framework for designers, entrepreneurs, leaders and those starting a new business to explore the principles underlying the dynamics of soulful experiences. It does so by linking the tools, techniques and frameworks for developing customer experiences with soul with an exploration of the questions of authenticity, purpose and human values.
  5. 5. © Holonomics Education 2017 In 1998 Joseph Pine and James Gilmore published their classic article Welcome to the Experience Economy in Harvard Business Review. New research from Barclaycard in the UK shows that people are continuing to spend less money on buying things, and more on doing things, and that businesses are now rushing to adapt. The major difference between the experience economy of twenty years ago and today is the emergence of social media and the way in which people are sharing their experiences online. ! The last three decades have seen a steady evolution in customer experience design methods and practices. These have been complemented by the introduction of systemic and visual business tools such as Balanced Scorecard and the Business Model Canvas which have radically changed the way entrepreneurs and corporations develop new businesses, innovate new products and services, and improve and evolve their existing business models and strategies. However, despite a growing awareness of the impact on profitability of being a customer-focused organisation, and despite the wealth of new approaches to innovation, the majority of new products and services are still failing to meet customer expectations. The time therefore has now arrived for business leaders to radically reappraise what they are doing, how they are doing it, with who they are doing it, and most importantly, why.
  6. 6. © Holonomics Education 2017 “The most significant book in User Experience Design this decade.” Jason Grant, CEO of Integral, founder of Flexwebs and UX Coach, Global Network of User Experience Designers
  7. 7. © Holonomics Education 2017 Being Doing ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design
  8. 8. © Holonomics Education 2017 THE MOST DISRUPTIVE WORD IN INNOVATION IS SOUL #1
  9. 9. © Holonomics Education 2017 Being Doing Evolução Innovation Meaningful Evolution Consciousness ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design
  10. 10. © Holonomics Education 2017 CUSTOMER EXPERIENCES ARE EVERY EXPERIENCE THAT ANYONE HAS WITH YOU, YOUR BRAND AND YOUR ORGANISATION #2
  11. 11. © Holonomics Education 2017
  12. 12. © Holonomics Education 2017 THE DELINEATION BETWEEN B2B AND B2C IS BLURRING. THE NEW FOCUS IS P2P. #3
  13. 13. © Holonomics Education 2017 Human Factors Human Factors is a scientific discipline which studies how people interact with gadgets, products and systems.
  14. 14. © Holonomics Education 2017 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
  15. 15. © Holonomics Education 2017
  16. 16. © Holonomics Education 2017 COMPANIES WHICH FOCUS ON CUSTOMERS ARE 60% MORE PROFITABLE #4
  17. 17. © Holonomics Education 2017 The Trinity of Authenticity Tools and Techniques The Transcendentals ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design The Holonomic Circle
  18. 18. © Holonomics Education 2017 It is important to note that the circular lines of the holonomic circle are not closed, but remain open, drawing our attention to the way in which the elements of the circle are not to be thought of as separately existing objects or ideas, but rather as fully interrelated. The openness expresses movement, and this is how you can work with the holonomic circle, taking each element as inspiration for dialogues to explore and collectively understand customers, their experiences and the meaning of brands. ! The design of the circles were chosen for their likeness to an ensō, a hand-drawn symbol from Zen Buddhism expressing a moment when the mind is free to let the body create. According to Audrey Yoshiko Seo, author of Ensō: Zen Circles of Enlightenment, “Zen circles, ensō, are symbols of teaching, reality, enlightenment, and a myriad of things in between. Seemingly perfect in their continuity, balance, and sense of completeness, and yet often irregular in execution, ensō are at once the most fundamentally simple and the most complex shape. They seem to leave little room for variation, and yet in the hands of Zen masters, the varieties of personal expression are endless”
  19. 19. © Holonomics Education 2017 The Trinity of Authenticity ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design The Trinity
  20. 20. © Holonomics Education 2017 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
  21. 21. © Holonomics Education 2017 AUTHENTICITY IS EVERYTHING #5
  22. 22. © Holonomics Education 2017 Jessica Alba's The Honest Co.
  23. 23. © Holonomics Education 2017 YOUR VALUES ARE HOW EVERYONE ACTS WHEN THEY THINK THAT NO ONE IS LOOKING #6
  24. 24. © Holonomics Education 2017 Meaning Human Values Methods Relationships Purpose ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design© Holonomics Education 2017 Tools and Techniques
  25. 25. © Holonomics Education 2017 Peace Truth Love Righteousness Non-Violence
  26. 26. © Holonomics Education 2017 Non-violence Peace Truth Love Righteousness Self-respect Integrity Perseverence Tolerance Resourcefulness Trust Caring Sharing Respect Honesty Humility Concentration Observing Reflection Awareness Wisdom Reasoning Curiosity Creativity Devotion Dedication Empathy Generosity Unity Loyalty Cooperation Morality Discipline Usage of time Leadership Harmony CourageCitizenship Harmony
  27. 27. © Holonomics Education 2017 WE DEFINE SUSTAINABILITY AS THE QUALITY OF OUR RELATIONSHIPS #7
  28. 28. © Holonomics Education 2017 Strongly Sustainable Business Model Group
  29. 29. © Holonomics Education 2017 Business Model Canvas VALUE PROPOSITIONS CUSTOMER SEGMENTS CUSTOMER RELATIONSHIPS REVENUE STREAMS $ $ This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
  30. 30. © Holonomics Education 2017 Flourishing Business Canvas 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
  31. 31. © Holonomics Education 2017 PATAGONIA Patagonia
  32. 32. © Holonomics Education 2017
  33. 33. © Holonomics Education 2017 Flourishing Business Canvas 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 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 savingsLoyal customers Climbers, surfers, skiers etc Children Humanity Rock-faces Rivers Oceans Subsistence Protection Leisure Mastery Recognition Respect Patagonia
  34. 34. © Holonomics Education 2017 CUSTOMER EXPERIENCES WITH SOUL REQUIRE SYSTEMIC VISION #8
  35. 35. © Holonomics Education 2017 CUSTOMER EXPERIENCES WITH SOUL TAKE INTO ACCOUNT THE EXPERIENCE OF PEOPLE WHO ARE NOT YOUR CUSTOMER #9
  36. 36. © Holonomics Education 2017 Case Study
  37. 37. © Holonomics Education 2017
  38. 38. © Holonomics Education 2017
  39. 39. © Holonomics Education 2017
  40. 40. © Holonomics Education 2017 Morumbi
  41. 41. © Holonomics Education 2017 Jardins
  42. 42. © Holonomics Education 2017 Moema
  43. 43. © Holonomics Education 2017© Holonomics Education 2017 Bioma Laces
  44. 44. © Holonomics Education 2017 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 Transcendentals
  45. 45. © Holonomics Education 2017 CUSTOMER EXPERIENCES WITH SOUL ARE ENGAGING BECAUSE THEY SPEAK TO OUR HIGHER NEEDS #10
  46. 46. © Holonomics Education 2017 Case Study
  47. 47. © Holonomics Education 2017
  48. 48. © Holonomics Education 2017
  49. 49. © Holonomics Education 2017
  50. 50. © Holonomics Education 2017
  51. 51. © Holonomics Education 2017
  52. 52. © Holonomics Education 2017
  53. 53. © Holonomics Education 2017
  54. 54. © Holonomics Education 2017 CUSTOMER EXPERIENCES WITH SOUL ARE THE RESPONSIBILITY OF EVERYONE #11
  55. 55. © Holonomics Education 2017 ©Simon Robinson and Maria Moraes Robinson (2017) Customer Experiences with Soul: A New Era in Design© Holonomics Education 2017 The Holonomic Circle The One and the many Beauty Goodness Justice Truth Identity and Difference Being Meaning Human Values Methods Relationships Purpose What I say What I mean How I act
  56. 56. © Holonomics Education 2017 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. #12
  57. 57. © Holonomics Education 2017 www.transitionconsciousness.org
  58. 58. © Holonomics Education 2017 www.cxwithsoul.com
  59. 59. © Holonomics Education 2017 Holonomics Education is a strategy and innovation consultancy based in São Paulo. Our mission is to help our clients to implement great customer experiences, powerful and effective strategies, and develop purposeful, meaningful and sustainable brands. ! The way we do this is to help inspire people within these organisations to think and see differently. Hence we help people to develop an expanded level of consciousness and to understand the importance of universal human values. Our programmes are designed empower leaders with these deep insights across every activity within the organisation, such as strategy, HR, innovation, sustainability, planning and operations. We do this using our unique courses, workshops, masterclasses and Holonomics change management process. ! We are able to develop long-term programmes to enable profound transformational change. These involve the implementation of new strategies, innovation processes and ways of working across teams, departments, divisions, businesses and ecosystems. Holonomics Education Who we are www.holonomics.co.uk
  60. 60. © Holonomics Education 2017 Our educational and consultancy services all centre around the concept of transformation. Our methodologies all contain elements of dialogue, storytelling, gamification and experiential learning, which combine to produce targeted, incremental and long-term results. ! Our business focuses on the following strategic areas: ! • Developing new business opportunities • Creating sustainable brands and strategies • Development and communication of business strategy • Training and empowering whole organisations at all levels • Delivering outstanding customer experiences • Building authentic and resilient leaders and teams • Solving complex and wicked problems • Building innovation capabilities through dialogue ! At the heart of all we do is our Holonomics approach. This is a new way of thinking which enables business leaders and executives to respond, adapt and communicate in new and innovative ways. Holonomics Education Our Services www.holonomics.co.uk
  61. 61. © Holonomics Education 2017 The Fouders Simon Robinson is the co-founder of Holonomics Education and the co-author of Customer Experiences with Soul: A New Era in Design and Holonomics: Business Where People and Planet Matter. He began his career at BT Laboratories (British Telecom) in ergonomics and human factors, responsible for the user interfaces and the customer experience of fixed and mobile consumer products. In 1995 he and his colleagues created the concepts ‘designing the customer experience’ which brought together user-centred design and marketing into a single process. He is a Harvard Business Review author, a member of the Strongly Sustainable Business Model G r o u p a t O C A D U n i v e r s i t y, To r o n t o , a n d e d i t o r o f t h e b l o g www.transitionconsciousness.org. ! ! Maria Moraes Robinson is the co-founder of Holonomics Education and is an internationally recognized educator and keynote speaker in strategy, change management, sustainability, human values and the Balanced Scorecard methodology. She is a published author in Harvard Business Review Brasil, and the co-author of the books Customer Experiences with Soul: A New Era in Design, Holonomics: Business Where People and Planet Matter, Strategy Management: Experiences and Lessons of Brazilian Companies and The Strategic Activist. www.holonomics.co.uk
  62. 62. cxwithsoul.com holonomics.co.uk Many thanks! Holonomics Education Business Where People and Planet Matter

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