Successfully reported this slideshow.
Joost HolthuisInvest in customer insightsTEDx Hamburg24.05.2011edenspiekermann_
80% of the companies believethey provide superior services,only 8% of the customers agree*Seven Things You Need to Know Ab...
All these personaldetails to get € 2 back?
All these personaldetails to get € 2 back?
Result after3 months…               ...
“…this is just theft”         (Mario, customer of HTM)                                    “What bothers me most is        ...
Power to the people      “overpaid chargesmay not end up in the pockets   of the shareholders …”      (Farshad Bashir, Mem...
A brand is a collectiveperception in theminds of consumersFaris Yakob
Biggest decliners:public transport
Meet the reality of your customer
Service design thinking…                         Business                         viability     People   desirability     ...
…but this is often the reality                        Business    People              viability  desirability             ...
Customer insightsContextRelevance
No touch point standson its own
For the customer it’s partof a chain of events
Design the customerexperience as one
IKEA has been no 1for years
Being truly relevant for customers andstakeholders
Meet the customer expectations     maintain           opportunities                                              desired	e...
Beat the customer expectations     maintain           opportunities                                              desired	e...
Step in yourcustomers life
Successful servicesare part of your life
CaseHow to design customer experiences inan ever-changing environment
CU2030
Temporary situationfor many years
Changing environment
Changing environment
Changing environment
The passengers needsremain the same
Observing groupbehavior patterns
Observing and interviewingindividual passengers
Valuable insights•  New customer segmentation to   inform passengers on the platform•  New key moments to classify the   p...
Insights made accessibleto stakeholders
Insights made accessibleto stakeholders
Evaluate the insightswith stakeholders
A lot of opportunities toimprove services
These gathered customer insights are acompass to design successful services
Invest in customer insightsso we can design better services
TEDx Talk 'Invest in customer insights'
TEDx Talk 'Invest in customer insights'
TEDx Talk 'Invest in customer insights'
TEDx Talk 'Invest in customer insights'
TEDx Talk 'Invest in customer insights'
Upcoming SlideShare
Loading in …5
×

TEDx Talk 'Invest in customer insights'

3,075 views

Published on

TEDx Talk 'Invest in customer insights'
Joost Holthuis, Design Director at Edenspiekermann
TEDx Hamburg 2011

Published in: Design

TEDx Talk 'Invest in customer insights'

  1. 1. Joost HolthuisInvest in customer insightsTEDx Hamburg24.05.2011edenspiekermann_
  2. 2. 80% of the companies believethey provide superior services,only 8% of the customers agree*Seven Things You Need to Know About Marketing in the 21st Century, World Business,James Allen and Rob Markey, Bain & Company, 2006
  3. 3. All these personaldetails to get € 2 back?
  4. 4. All these personaldetails to get € 2 back?
  5. 5. Result after3 months… ...
  6. 6. “…this is just theft” (Mario, customer of HTM) “What bothers me most is that they dont respond…” (Miezelien, customer of Connexxion) “I forgot to checkout and tried to catch the bus with my bike ...” (Carola tries to check out…)
  7. 7. Power to the people “overpaid chargesmay not end up in the pockets of the shareholders …” (Farshad Bashir, Member of Parliament)
  8. 8. A brand is a collectiveperception in theminds of consumersFaris Yakob
  9. 9. Biggest decliners:public transport
  10. 10. Meet the reality of your customer
  11. 11. Service design thinking… Business viability People desirability Successful services Technical + organizational feasibility
  12. 12. …but this is often the reality Business People viability desirability Technical + organizational feasibility
  13. 13. Customer insightsContextRelevance
  14. 14. No touch point standson its own
  15. 15. For the customer it’s partof a chain of events
  16. 16. Design the customerexperience as one
  17. 17. IKEA has been no 1for years
  18. 18. Being truly relevant for customers andstakeholders
  19. 19. Meet the customer expectations maintain opportunities desired existing relations new relations damage relations relation killers undesired expected unexpected Source: Floris Hurts
  20. 20. Beat the customer expectations maintain opportunities desired existing relations new relations damage relations relation killers undesired expected unexpected Source: Floris Hurts
  21. 21. Step in yourcustomers life
  22. 22. Successful servicesare part of your life
  23. 23. CaseHow to design customer experiences inan ever-changing environment
  24. 24. CU2030
  25. 25. Temporary situationfor many years
  26. 26. Changing environment
  27. 27. Changing environment
  28. 28. Changing environment
  29. 29. The passengers needsremain the same
  30. 30. Observing groupbehavior patterns
  31. 31. Observing and interviewingindividual passengers
  32. 32. Valuable insights•  New customer segmentation to inform passengers on the platform•  New key moments to classify the platform situation•  10 relevant behavior patterns defined
  33. 33. Insights made accessibleto stakeholders
  34. 34. Insights made accessibleto stakeholders
  35. 35. Evaluate the insightswith stakeholders
  36. 36. A lot of opportunities toimprove services
  37. 37. These gathered customer insights are acompass to design successful services
  38. 38. Invest in customer insightsso we can design better services

×