Modern Endings: Four Problems and Business Opportunities at the Consumer Experience End

Ends.
andEnd. Joe Macleod. @mrmacleod andEnd.co

2/3usageon-boarding

2/3 the last 3rd
ridiculed
threatened
exposed
criticised
blamed
usageon-boarding

Hidden ending.
Printer Ink Cartridge
On-Boarding Off-BoardingUsage

Lifewashard
El Ángelus. Jean-François Millet. CCandEnd. Joe Macleod. @mrmacleod andEnd.co

Death was familiar
Ars Moriendi. Meister E.S.andEnd. Joe Macleod. @mrmacleod andEnd.co

Heaven a reward
Belshazzar’s Feast. John MartinandEnd. Joe Macleod. @mrmacleod andEnd.co

Funerals meaningful
A Burial at Ornans by Gustave Courbet. CCandEnd. Joe Macleod. @mrmacleod andEnd.co

Plague arrived
Michelangelo [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Meaningless death
Scène de la peste de 1720 à la Tourette by Michel SerreandEnd. Joe Macleod. @mrmacleod andEnd.co

Mis-managed
Raphael's Portrait of Leo X with cardinals Giulio de' MediciandEnd. Joe Macleod. @mrmacleod andEnd.co

Protestant uprising
Julius Hübner [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Fasting
Christ in the Desert. Ivan Kramskoi. 1872andEnd. Joe Macleod. @mrmacleod andEnd.co

Jobs
Eisenwalzwerk. Adolph von Menzel [Public domain or Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Investment
Peder Severin Krøyer [Public domain], via Wikimedia CommonsandEnd. Joe Macleod. @mrmacleod andEnd.co

Splittingthe
consumer
experience

Circle of
consumption
Beginning
Linear narrative
Middle End
Visible
Understandable
Actionable
Pre-Industrial
Revolution
Industrial
Revolution

Selling Dreams
Modern Advertising 1850
Invisible Waste (Germs)
John Snow. 1854.
On-Boarding Off-Boarding
Department Stores
1796
Progressive Obsolescence
1929
Waste Disposal
1927
The Dixie Cup. 1907
Identity tethered
Credit Cards. Americard
by Bank of America. 1958
Personal endorsements
Instagram, 3.5b likes a day
1-click shopping. Amazon. 1999
Industrial Revolution
Last Rag and Bone man
1950
Silent Spring. Rachel Carson. 1962
Intergovernmental Panel
on Climate Change
1988
Apollo 8. Earth Rise photo. 1968
Convenience
Disposable
Self actualisation
Perception of waste
Distancing of waste
You deserve it
Value in waste removed
Savings not necessary
Invisible waste impacts generations
Modern Green movement emerges
Human activity heating planet
Emotional digital consumption
1850
1900
1910
1920
2010
2000
1980
1930
1950
1960
1970
1940
present
Digitisation of consumer id
1760
civil selfconsumer self
deathlife
use
rebirth

Ernest Becker
“most human action is
taken to ignore or avoid
the inevitability of death”
Denial of Death
Terror
Management
Theory

Terror Management Theory
Kasser and Sheldon
2000
Researchers attempted to
connect consumption to
Liberation. M.C. Escher 1955andEnd. Joe Macleod. @mrmacleod andEnd.co

Kasser and Sheldon
2000
“suggested that concerns about mortality, although
sub-conscious, strongly influence our behaviour and
aspirations about material goods and economic status”

Endineering.
Forbusinesses
inproducts
andservices.

Fourproblemcharacteristicsfound
attheendofconsumerism.
Relationship
breaks
Asset
definition
lost
Actorsand
actions
anonymised
Routesto
neutralising
blurred
1. 2. 3. 4.

Relationship
breaks
1.
The break in the partnership also breaks the
joint responsibility to assets.
These then fall to society.

2.
In this transition, deﬁnition of the material
waste is lost. It merges with other waste
products, from other failed and ended
consumer engagements. Creating a mass of
unknown elements.
Asset
definition
lost

Actorsand
actions
anonymised
3.
At the end of physical product life, consumer ownership is
relinquished yet long term impact remains.
At the end of data relationships the consumer believes data
will be anonymised. Yet, data is sold on to third parties who
continue to use it and reattach identity.

Routesto
neutralising
blurred
4.
The clarity of neutralising is blurred.
Examples such as recycling, data deletion or
credit ratings can have false conclusions.
Making long term impact undeﬁned and
lacking permanence and closure for the
consumer.

Intent.What are we intending to achieve with Ends?

Intent.
Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChange to
improvetheillsof
consumption.

Endsbringopportunity
toReflect
TakeResponsibility
makeActionableChange to
improvetheillsofconsumption.
Intent.
AnOpenConversation,
thatinspiresCollaborativeEffort
inActivelyControllingand
Concludingthelife
oftheproductorservice.
ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Endsinbusinessculture. Endsasaconsumerexperience.

AnOpenConversation,
inActivelyControllingand
Concludingthelife
Endsinbusinessculture.

Open Conversation
AnOpenConversation,
inactivelycontrollingandconcludingthelife

LinkedIn
Reid Hoffman
“Acknowledging that your
employees might leave is how
you build the relationship that
convinces great people to stay."
Reid Hoffman

Inspires Collaborative
Effort
AnOpenConversation,

Fairphone
Ends. Joe Macleod. @mrmacleod closureexperiences.com

Actively Concluding
AnOpenConversation,

CCO by Ryan Stone
Kia
“The major reason people buy our product now is
the 7 year warranty. Price has slipped to third.”
COO of Kia Australia, Damien Meredith

Business
Strategy.
How will Ends impact a businesses strategy?

Targeting
Acquiring
Assuming a customer forever
Single
engagement

engagement
targeted
customer forever…
Single engagement
acquired
time

engagement
time
forever…
Ends happen
Single engagement
targeted
customer
acquired

engagement
time
shards of broken
experiences
Ends happen
Single engagement
targeted
customer
acquired

engagement
time
Ends happen
waste plastic
revenge porn
lost pensions
Single engagement
targeted
customer
acquired

Targeting
Acquiring
Considered endings
Multiple
engagements

engagement
time
Ends happen
Ends helps multiple engagement
targeted
customer
acquired

engagement
time
Ends happen
collaborative
conversational
control
targeted
customer
acquired

engagement
time
Ends happen
Ending
targeted
customer
acquired collaborative
conversational
control

Attrition rate 30-50%.
www.ptdirect.com
2 in 5 people had trouble canceling contracts.
1 in 4 people had a notice period over 1 month.
1 in 5 found they couldn't leave due to being
tied in for minimum term.
which.co.uk
Gyms

TV

Gyms

“We are proud of the no-hassle online
cancellation. Members can leave when
they want and come back when they want.”
Netﬂix users 118.9M 2018. (up from 94.36M).
Customer satisfaction of 78%.
Traditional Pay-TV at 62% (lowest in 11 years).
TV

Ends Enforcedengagement
time
Advertising
Marketing
Packaging
T&Cs
Starting Experiences Closure Experiences
On-Boarding Off-Boarding
Usage
GDPR Ending 1.
Right to have Data Portability
GDPR Ending 2.
Right to Remove Consent
GDPR Ending 3.
Right to be Forgotten
GDPR

Scope 3 Emissions
Ends Enforced
Direct GHG emissions
Indirect GHG emissions.
Other indirect GHG emissions.
Business travel by means not owned or
controlled by an organisation, waste
disposal and purchased goods & services.
Processing of sold products, use of sold
products and the end-of-life treatment
of sold products.
Scope2
Scope1
Scope3
ghginsight.com
Upstream Downstream

EndsIncrease
Engagement

Snapchat
35% of Snapchat
users use it because
their content
disappears.
“Delete is our default”
SnapChat.
SnapChat 203 million
users in 2019.

Consumer
experience
How should Ends be implemented to the consumer experience?

• Ending the old one.
Remove, replace, clear.
• Transaction model.
Transparent, consumer
has leverage, etc.
• Life expectancy
Tell the consumer about the
end at the beginning.
• Ends dates
Time out, Credit out, etc.
• Descending engagement
• Neutralise
• Emotional Reﬂection
• Consciously connected
Tone of voice, styles,
• Giving Thanks
• Actively end the life.
Don't let experiences linger.
• Collaborative effort.
Work with the consumer to end.
• Open conversation.
Positive engagement.
Avoid hard lock-in/up-sell.
On-Boarding
Areas of consideration
for Off-Boarding and Ends.
Usage Off-Boarding
Consumerexperience.
• Aftermath target

ConsciouslyConnectedtothe
restoftheexperiencethrough
EmotionalTriggersthatare
Actionablebytheuserina
Timelymanner.
Intentfortheconsumer.

Consciously
connected,
beginning to end?

Emotional persuasion Material guilt
Plastics in
the sea
Cool,
refreshing,
delicious,
instant.
Start End

Ikea. Removal &
recycling
“pick up the old goods
in the same trip for an
on-the-spot swop”

Making the end consciously connected,
beginning to end, helps move the issue from
someone else's problem
to accountable.

Marie Kondo.
New York Times
Thanking products brings reﬂection.

indifference
Making the end emotional helps move the
consumer from
to engaged.

Is it actionable?

Circle of
influence
Circle of
concern
Making the end actionable moves the
consumer from
actionable

Automatic Delay Repay
Automatic repayment empowers
users at the end of bad rail journeys.

lingering
Making the end timely moves the experience from
to having context
and closure.

Ends.
someone else's problem to accountable.
Making the end consciously connected, beginning to end, helps move the consumer from
Making the end emotional helps move the consumer from
indifference to engaged.
Making the end actionable moves the consumer from
circle of concern to circle of influence.
Making the end timely moves the experience from
lingering to having context and
closure.

Ends.
Amazon, Kindle, Smashwords, Audible

Modern Endings: Four Problems and Business Opportunities at the Consumer Experience End

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Modern Endings: Four Problems and Business Opportunities at the Consumer Experience End