Customer experience marketing_give them something to talk about_final for sharing

G1
Customer Experience Marketing
Give Them Something To Talk About
用户体验营销的定义、价值和工具：在他们中间激起话题
William Zhang
E-mail: wqz6288@126.com
Mobile: (+86) 138 1796 6288
World B2B Marketing Chief Congress
2016, Shanghai

Agenda
What is UX? A Definition of User Experience
Why UX? The Value of User Experience
Example of UX Best Practices of User Experience
How does UX Work? Tools of User Experience
What does UX
Require?
User Experience Approaching
3

A Definition of User Experience
"User experience" refers to a person's emotions and
attitudes about using a particular product, system or service. -
Wikipedia
User experience is "a person's perceptions and
responses that result from the use or anticipated use of a
product, system or service". - The international standard on ergonomics of human
system interaction, ISO 9241-210,[1] defines
4

The first requirement for an exemplary
user experience is to meet the exact
needs of the customer, without fuss or
bother.
Next comes simplicity and elegance
that produce products that are a joy to
own, a joy to use.
- by Jakob Nielsen and Don Norman
UX
"User experience" encompasses all aspects of
the end-user’s interaction with the
company, its services, and its products.
5

3 Levels of UX?
UXfrom How To Profit From The 'Outside-In' Perspective On Customer Experience
PRESENTER: Kerry Bodine, VP & Principal Analyst, Forrester Research
www.dmi.org
6

UX
我想说的是，判断产品和服务设计的质量好坏，并不是测试用户
花了更少时间和努力来完成你给定的任务，而是看你有没有给用
户一个强烈的动机来体验（消费）你的产品和服务，有没有让用
户在使用产品服务过程中叫好连连，有没有让用户铭记这个牌
子，能不能让用户回去推荐这个产品和服务给亲朋好友。如果这
些都做不到，怎么才叫好设计呢？
- 王星，西门子中国研究院创新经理，米兰理工产品服务系统设计硕士
8

Correlates with Loyalty
UXfrom How To Profit From The 'Outside-In' Perspective On Customer Experience
www.dmi.org
10

Design-Driven Companies Outperform S&P by 219% Over Ten Years
- The ‘DMI Design Value Index'
By Jeneanne Rae - Founder and CEO, Motiv Strategies
Updated: Monday, May, 2015
Benefits of User Experience
12

Design Value Index - Selection Criteria
13
10+Y 1. Public traded in the US for 10+ yearsHistory
3. Growth in design-related investments and
influence have increased over time
Invest & Outcome
5. Design leadership is presented at senior and
divisional levels
Senior Leadership
6. There is a senior-level commitment to design’s
use as an innovation resources and integrative
forces for positive change
Senior-level
Commitment
2. Scale of design organization and deployment is
an integrated function and organization catalyst
for change
Design Centered
Technical
Driver
Organization
Driver
Strategic
Driver
4. Design is embedded with the organizational
structure
Operating Model

8 Ways UX Is Helping Companies Win Big
1 THE WOW FACTOR
Premium Electrical Vehicles
Automatic steering, speed, lane
changing and parking
14
高端大气
智能科技
节能环保
极致安全

2 BRAND EXPRESSION
Nike Digital Port
Multichannel digital presence, not only connect to
customer with the Brand, but also enable the
connect to each other, amplify its signature Just do
it attitude.
40% Drop TV and print advertisement
spending in 3 years
$25B Increased Revenue – 30% above NBA
200M Brand audience in the Super Bowl
Spirit Aspirational, active, can-do attitude
15

3 SOLVING UNMET NEEDS
Design for Delight
Allow users to complete their taxes in
10 minutes or less.
350,000 more downloads in three
weeks of its launch, remain widely
popular on the iOS App Store, the Google
Play Store and the Android Store
16

8 Ways Design Is Helping Companies Win Big
4 DEVELOP BETTER
CUSTOMER EXPERIENCE
Make The Magic & Design To Delight
Business ecosystem
Pioneer the experience design
Every aspect of a customer’s visit is designed
to delight
Well trained cast members
Intangible elements
The Happiest Place On Earth
Fastest revenue growth
of any of the company’s
five business units in the
past year – The Park and
Resorts Division
17

4 DEVELOP BETTER
CUSTOMER EXPERIENCE
244%
100%
83%
62%
43%
STOCK Price Growth
During 30/12/2011 ~12/31/2015
18

4 DEVELOP BETTER
CUSTOMER EXPERIENCE
19

5 RETHINK STRATGY
Design-thinking
Employ design tools as empathy, creativity and
rationality
Designcamp in Austin, Texas
6 HARDWARE
/SOFTWARE/SERVICE
INTEGRATION
Refreshing New Way
Allows 125+ different drinks
Custom Mixture of Flavors
Mobile APP Location Finder
Real time data connection to HQ
7 MARKET EXPANSION
THROUGH PERSONA
DEVELOPMENT AND
USER UNDERSTANDING
Using Intimate Customer Knowledge
Identify unmet desire of younger travelers
Evoke an energetic atmosphere
Encourage guests to socialize vs retiring
Super-modern style and pioneering initiatives
20

8 COST REDUCTION
Rethinking the ways and means of
product
Recently developed a process to develop
plastics that are thinner, cheaper and more
environmentally friendly than the industry
standard
$1B saving in a year.
Double financial impacts by
managing the bottom line
while simultaneously
growing the top line.
21

Discove
r
Discover
Evaluate
Buy
Access
Use
Get Support
Leave
Design for the Whole Experience
End-to End Experience Beyond the Offering Itself!
from How To Profit From The 'Outside-In' Perspective On Customer Experience
www.dmi.org
Like different companies
Unified Customer Model
User Experience at each Touch Point is key
23

From FC Business Intelligence
UX Tools – Journey Map 体验地图
Elements
Persona 虚拟人物角色
Verbatims （虚拟人物角色的）自述
Stage of the Experience 体验阶段 / Journey Model 体验模型
Steps in a Journey 步骤
Qualitative Insights 定性发现 / Moments of Truth 真实一刻
Quantitative Information 定量数据
Improvement Opportunities 改善机会
Purpose
Create alignment
Prioritize Investment
As Input to Design
Training and Onboarding Tool
24

Journey Map - Selecting a Health Insurance Plan with Coolsure Health Insurance
Personas
Verbatim of
the
Personas
Journey Model
&
Qualitative Insights
Qualitative Information
From FC Business Intelligence 25

Negative Experience
1
26

Negative Experience
2
27

Positive Experience
3
28

Positive Experience
4
29

Positive Experience
5
30

Moment of Truth
6
31

Negative Experience
7
32

Neutral Experience
8
33

Positive Experience
9
34

Positive Experience
10
35

Moment of Truth
11
36

Negative Experience12
37

Positive Experience
13
38

Negative Experience
14
39

Positive Experience
15
40

Positive Experience
16
41

Personas
Verbatim
of the
Personas
Journey Model – Experience Stages
Quantitative Information
Touchpoints
Journey Model – Steps
&
Qualitative Findings
42

http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
UX Tool – Journey Map
Example of A Journey Map
Background
A US distributor of Rail Europe Inc.,
offers North American travelers a
single place to book rail tickets and
passes throughout Europe, instead
of going to numerous websites.
They already had a good website and an award-winning contact center, but they wanted t get
a better handle on their customers’ journeys across all touchpoints, which would all them to
more fully understand where they should focus their budget, design and technology
resources.
Derived from this overall ‘diagnostic’ evaluation, of which the map was just one part, were a
number of recommendations for focused initiatives.
The experience map helped create a shared empathic understanding of customers’
interactions with the Rail Europe touchpoints over tme and space.
43

http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/ 44

Personas 虚拟人物角色
A fictional character representing a SEGMENT 代表一个客户群体细分的虚拟角色
Verbatim 人物自述
Of a persona, or user types with fairly different paths. Here we talking about
People who:
• Choose rail travel because it is convenient, easy, and flexible
• Rail booking is only one part of their larger travel process
• Build their travel plans over time
• Value service that is respectful, effective and personable
UX Tool – Journey Map 体验地图
45

Journey Model of the Persona 该虚拟人物角色的体验模型
The persona will be in below STAGES and do STEP-by-STEP:
• Research & Planning – research destinations, routes and products
• Shopping – enter trips, review fares, select Passes
• Booking – confirm itinerary, delivery options, payment options, review &
confirmation
• Post-Booking, Pre-Travel – wait for paper tickets to arrival
• Travel - activities, unexpected changes
• Post Travel – share experience, follow-up on refund for booking changes
Steps in each Stage 步骤
Stages of the Journey 阶段
46

Qualitative Insights 定性发现
How does the persona think (frustration, satisfaction, sadness and confusion)
and feel when doing in each step?
47

Quantitative Information 定量信息
Customer survey to get really telling data points:
• The enjoyability for this particular phase of the journey.
• The relevance of Rail Europe to that phase (eg. Rail Europe was very important in phase, but not as
important after the trip.
• The perceived helpfulness of Rail Europe in that phase
48

Takeaways - Improvement Opportunities 改进机会
Rail Europe find below improvement opportunities:
• Communicate a clear
value propositions
• Make your customers
into better, more savvy
travels.
Research & Planning
• Help people get the
help they need
• Engage is social media
with explicit purposes.
Shopping
• Support people in
creating their own
solutions
Booking
     
49

Elements
Persona 虚拟人物角色
Verbatims （虚拟人物角色的）自述
Stage of the Experience 体验阶段 / Journey Model 体验模型
Steps in a Journey 步骤
Qualitative Insights 定性发现 / Moments of Truth 真实一刻
Quantitative Information 定量数据
Improvement Opportunities 改善机会
Purpose
Create alignment
Prioritize Investment
As Input to Design
Training and Onboarding Tool
51

UX Tool – Journey Map
6 Steps to Journey Map Success
1. Select journeys and customer segments
2. Uncover hypotheses
3. Qualitative research (VOC/OVOC)
4. Create the journey maps
5. Journey mapping workshop
6. Action planning
52

Example of A Journey Map
53

The first requirement for an exemplary user
experience is to meet the exact needs of the
customer, without fuss or bother.
Next comes simplicity and elegance that produce
products that are a joy to own, a joy to use.
True user experience goes far beyond giving
customers what they say they want, or providing
checklist features. In order to achieve high-quality
user experience in a company’s offerings there must
be a seamless merging of the services of multiple
disciplines, including engineering, marketing,
graphical and industrial design, and interface design.
- by Jakob Nielsen and Don Norman
UX
"User experience" encompasses all aspects of
the end-user’s interaction with the
company, its services, and its products.
54

6 Despines Company Need to Learn to Master UX
55
from How To Profit From The 'Outside-In' Perspective On Customer Experience
www.dmi.org

30 Useful Software Tools for UX Design
- From ‘30 ESSENTIAL UX TOOLS’, by LUDMILA PASOL, Resources, Aug 21, 2013
MIND MAPS, FLOW
CHARTS AND
SITEMAPS
WIREFRAMES AND
PROTOTYPES
USER TESTING AND
FEEDBACK
A/B SPLIT TESTS
ANALYTICS
VALIDATION, LINK
CHECKS AND
SPEED TEST
56

Books about User Experience
by
The Circa Group Europe
Design Driven Innovation: Why it
Matters for SME Competitiveness
(2015)
• How does design-driven innovation
add value for SMEs?
• How can the design process be used
as a tool for innovation?
• How well is design-driven innovation
embraced?
• How can Ireland develop its SME's
design-driven innovation capability?
57

Books about User Experience
by
Elizabeth Goodman
Mike Kuniavsky
Andrea Moed
by
Ken-Laurin Kramer
by
Jeff Gothelf
Josh Seiden
58

有空多联系！
William Zhang
张清
E-mail: wqz6288@126.com
Mobile: (+86) 138 1796 6288
59

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