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Designing and Consistently Delivering a Differentiated Customer Experience 
Presented by Andrew McMillan 
andrew.mcmillan@...
World Usability Day 
User Experience is all about engagement. Technology, products and services are usable when they engag...
Service or Experience
The Branded Customer Experience 
•Inconsistent 
•Unintentional 
Random Experience 
•Consistent 
•Intentional 
•Not differe...
New (Old) Values 
•An increasingly impersonal world 
•Customers want to be recognised as individuals 
•Processing, no matt...
Customer Experience 
•Product or service 
•Channel (how easy are you to access?) 
•Process (how easy are you to do busines...
What is Customer Engagement? 
The experience delivered by the staff is so consistently good that the staff become the orga...
Six Steps 
•Define 
•What the organisation wants to be in terms of personality and behaviour for both customers and staff ...
Success means never letting the competition define you. Instead you have to define yourself based on a point of view you c...
Virgin’s service comes from deep within. It embraces and captures the best people, it empowers them with trust to respond ...
Welcome, Wanted, Remembered, Cared For
A Great Place To Work The Partnership’s ultimate purpose is the happiness of all its members, through their worthwhile and...
Performance Through Recession
Do What You Think Is Right
Are Your People a Good Experience?
Great people when I want them, great technology when I don’t
Customer comment – tangible 
•“It’s always the first place I go” 
•“I shop here for everything” 
•“Staff are continually h...
Customer comment – intangible 
•“A certain atmosphere when you walk in” 
•“JL is not just a shop - it’s like home!” 
•“I’v...
“.....it’s my spiritual home, 
when I die I’ve asked my husband to sprinkle my ashes here" 
Customer comment
Random Acts Of Kindness 
•To tell Legendary service stories 
•Each branch to take the opportunity to do something out of t...
Designing and Consistently Delivering a Differentiated Customer Experience 
Presented by Andrew McMillan 
andrew.mcmillan@...
Differentiated Customer Experience - McMillan
Differentiated Customer Experience - McMillan
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Differentiated Customer Experience - McMillan

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Presentation at World Usability Day 2014 - UXPA UK

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Differentiated Customer Experience - McMillan

  1. 1. Designing and Consistently Delivering a Differentiated Customer Experience Presented by Andrew McMillan andrew.mcmillan@engagingservice.com 07572 188161
  2. 2. World Usability Day User Experience is all about engagement. Technology, products and services are usable when they engage people. At work we strive to engage with those around us—whether they’re users, colleagues, or stakeholders. It means getting people on board with an idea, earning trust, and working toward mutual goals. We all know how challenging that can be. This is the year to think out of the box. How can you engage people to use technology products and services? What kind of design thinking needs to be incorporated, to keep people engaged? How can you engage those outside our field, to understand the importance of a good user experience? Can we engage people to help change those things that are not working well?
  3. 3. Service or Experience
  4. 4. The Branded Customer Experience •Inconsistent •Unintentional Random Experience •Consistent •Intentional •Not differentiated •Not valuable Predictable Experience •Consistent •Intentional •Differentiated •Valuable Branded Experience Greater Profit The Goal
  5. 5. New (Old) Values •An increasingly impersonal world •Customers want to be recognised as individuals •Processing, no matter how sophisticated, will not build sustainable customer loyalty
  6. 6. Customer Experience •Product or service •Channel (how easy are you to access?) •Process (how easy are you to do business with?) •Engagement (how did it feel?)
  7. 7. What is Customer Engagement? The experience delivered by the staff is so consistently good that the staff become the organisation or brand in the eyes of its customers
  8. 8. Six Steps •Define •What the organisation wants to be in terms of personality and behaviour for both customers and staff – this definition created by the staff that have to deliver it •Measure •Measure the outcomes of the desired behaviours to track progress and deliver improvement •Communicate •Internal communications delivered by the organisation’s managers to engage support for the change •Lead •Leadership focus to ensure progress and sustainability •Reward, recognition and appraisal •Recognition and appraisal to recognise behaviour not just performance •Recruitment and Induction •Based on the definition •Assessment half days •Competency interviews
  9. 9. Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.
  10. 10. Virgin’s service comes from deep within. It embraces and captures the best people, it empowers them with trust to respond at defining moments, it seduces you, it makes you laugh and challenges conventionality. We make sure we keep it up day in and day out.
  11. 11. Welcome, Wanted, Remembered, Cared For
  12. 12. A Great Place To Work The Partnership’s ultimate purpose is the happiness of all its members, through their worthwhile and satisfying employment in a successful business. A Great Place To Shop The Partnership aims to deal honestly with its customers and secure their loyalty and trust by providing outstanding choice, value and service. John Lewis
  13. 13. Performance Through Recession
  14. 14. Do What You Think Is Right
  15. 15. Are Your People a Good Experience?
  16. 16. Great people when I want them, great technology when I don’t
  17. 17. Customer comment – tangible •“It’s always the first place I go” •“I shop here for everything” •“Staff are continually helpful & have time for you” •“It’s the only store where staff are knowledgeable” •“Can get the same goods elsewhere but not the same level of service”
  18. 18. Customer comment – intangible •“A certain atmosphere when you walk in” •“JL is not just a shop - it’s like home!” •“I’ve known you all my life” •“Safe and comfortable” •“I trust the store” •“I feel at home”
  19. 19. “.....it’s my spiritual home, when I die I’ve asked my husband to sprinkle my ashes here" Customer comment
  20. 20. Random Acts Of Kindness •To tell Legendary service stories •Each branch to take the opportunity to do something out of the ordinary once a month •Random acts of kindness will then occur almost daily
  21. 21. Designing and Consistently Delivering a Differentiated Customer Experience Presented by Andrew McMillan andrew.mcmillan@engagingservice.com 07572 188161

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