Total customer experience design

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Total customer experience design presentation at Product Camp Utah, May 2012. Hierarchy of needs, Kano model, best practices.

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Total customer experience design

  1. 1. Total CustomerExperience DesignProduct ManagementCamp Utah, May 2012@pcamputahAl Nevarez
  2. 2. Tom & Sally 2
  3. 3. Agenda 1. A new model for customer experience 2. Covering all segments & generations 3. Best practices 3
  4. 4. What is Your Role? 4
  5. 5. What is Your Role? Experience 5
  6. 6. CX Considerations Lewis CK Everything’s Amazing Nobody’s Happy Funny bit about how today’s generation doesn’t appreciate the wonderful things technology does for them. (piece about flight experience) http://www.youtube.com/watch?v=8r1CZTLk-Gk#t=1m58s 6
  7. 7. CX Models
  8. 8. Kano Model 8
  9. 9. Maslow’s Hierarchy of Needs 9
  10. 10. System Logics – Customer Needs Life Need Activity Need Functional Need 10
  11. 11. Important Because1. Mostly only observe & listen for the feature needs2. Features lead only to incremental improvements3. New technologies will replace features4. Addressing Activity Needs and Life needs will lead to more valuable, profitable, long term, and strategically powerful solutions 11
  12. 12. A New CXModel
  13. 13. A New Model – a Combination of 2 Life Need Activity Need Functional Need Basic Performance Delight Feature Feature Feature 13
  14. 14. A New Model – a Combination of 2 Irrational Need Life Need Activity Need Functional Need Basic Performance Delight Feature Feature Feature 14
  15. 15. Favorite Recent CX 15
  16. 16. My Nikon on This Model Life Need Activity Need Functional Need Basic Performance Delight Feature Feature Feature 16
  17. 17. Did Nikon ignore key needs/features? Life Need Activity Need Functional Need Basic Performance Delight Feature Feature Feature 17
  18. 18. A New Model – a Combination of 2 Life Need Activity Need Feature Need Basic Performance Delight Attribute Attribute Attribute 18
  19. 19. Example – recent flight Security check so Direct flight to Lounge access to Life everyone aboard save me time help me relax & Need is safe take nap safely On time Wifi on board so I Power outlet at Activity departure so I can work on my my seat can get to my presentation Need meeting on time Comfortable seat Flight schedule & Live TV at seat Functional Light for reading price, Free upgrade Need leg room Food on board Basic Performance Delight Feature Feature Feature 19
  20. 20. New model – Thinking about Gen Y & Z Gen Y Life Need Activity Need Functional Gen Z Gen Y Need Basic Performance Delight Feature Feature Feature 20
  21. 21. Covering allsegments andgenerations
  22. 22. New Model – Multi Levels Generation Z Generation Y Segment AGeneration X Segment B Segment C 22
  23. 23. Gen Y: Born 1982 to 2002 Independence, self reliance Mass media hype not impactful Traits Life Needs Optimism, Can be & do anything Selective about who they listen to Live first, work second Not as interested in TV. Job must bring joy, meaningful work Don’t care that Mike Jordan likes Nike Care for the earth Traditional marketing ineffective Speed & fast service & on my schedule Low cost, good quality, value seekers Need an “experience” Brand loyal Be stylish Sense of entitlement1975 Digital camera 1985 MS Windows 1990 WWW, hypert1977 Personal computer 1986 Smoking ban 1991 AOL for DOS 1987 Disp contact lens 1993 Pentium 1995 DVD1978 Space Invaders 1987 SMS 1994 Netscape 1996 Hotmail1979 Zagat 1980 IBM PC/DOS 1988 D. cell phone 1994 Yahoo 1996 Palm PDA 1980 CNN 1988 Starbucks 1994 EBay 1996 API – Sabre 1981 Space Shuttle 1989 HDTV 1994 Amazon 1996 Telecom Act 1981 Osborne portable comp. 1994 Blog 1997 Prius in Japan 1981 Tunneling microscope 1999 iMode in Japan 1982 PC clones 1999 Tivo 1984 CD-ROM 1999 WebEx 1999 NapsterYear 1975 1980 1985 1990 1995Age 37 32 27 22 17Today Y 23
  24. 24. Gen Y: Born 1982 to 2002 Independence, self reliance Mass media hype not impactful Traits Life Needs Optimism, Can be & do anything Selective about who they listen to Live first, work second Not as interested in TV. Job must bring joy, meaningful work Don’t care that Mike Jordan likes Nike Care for the earth Traditional marketing ineffective Speed & fast service & on my schedule Low cost, good quality, value seekers Need an “experience” Brand loyal Be stylish Sense of entitlement1975 Digital camera 1985 MS Windows 1990 WWW, hypert1977 Personal computer 1986 Smoking ban 1991 AOL for DOS 1987 Disp contact lens 1993 Pentium 1995 DVD1978 Space Invaders 1987 SMS 1994 Netscape 1996 Hotmail1979 Zagat 1980 IBM PC/DOS 1988 D. cell phone 1994 Yahoo 1996 Palm PDA 1980 CNN 1988 Starbucks 1994 EBay 1996 API – Sabre 1981 Space Shuttle 1989 HDTV 1994 Amazon 1996 Telecom Act 1981 Osborne portable comp. 1994 Blog 1997 Prius in Japan 1981 Tunneling microscope 1999 iMode in Japan 1982 PC clones 1999 Tivo 1984 CD-ROM 1999 WebEx 1999 NapsterYear 1975 1980 1985 1990 1995Age 37 32 27 22 17Today Y 24
  25. 25. Gen Z: Born 1995 to 2012 Comfortable with technology Traits Peer acceptance is important Life Needs Low attention span Flexibility Multi-taskers Being always connected Curators Instant gratification Not brand loyal Using imagination, making an impact Social, collaborative Friends connected for life Self publishers 1995 DVD 1996 Hotmail 2000 PayPal 1996 Palm PDA 2001 Wikipedia 1996 API – Sabre 2001 9/11 2010 Foreclosures 2005 YouTube 1996 Telecom Act 2001 iPod 2011 Egyptian Rev. 2006 Wii 1997 Prius launched Japan 2003 Skype 2011 Space Shuttle ends 2006 Twitter 1998 Viagra 2004 Flickr 2011 Siri 2007 iPhone 1999 iMode in Japan 2004 Google Maps 2011 Pizza is a veg. 2008 Airbnb 1999 Tivo 2004 Facebook 2012 SOPA battle 2009 Quora 1999 WebEx 2004 Yelp 2009 Pres. Obama 1999 NapsterYear 1995 2000 2005 2010Age 17 12 7 2Today Z 25
  26. 26. Gen Z: Born 1995 to 2012 Comfortable with technology Traits Peer acceptance is important Life Needs Low attention span Flexibility Multi-taskers Being always connected Curators Instant gratification Not brand loyal Using imagination, making an impact Social, collaborative Friends connected for life Self publishers 1995 DVD 1996 Hotmail 2000 PayPal 1996 Palm PDA 2001 Wikipedia 1996 API – Sabre 2001 9/11 2010 Foreclosures 2005 YouTube 1996 Telecom Act 2001 iPod 2011 Egyptian Rev. 2006 Wii 1997 Prius launched Japan 2003 Skype 2011 Space Shuttle ends 2006 Twitter 1998 Viagra 2004 Flickr 2011 Siri 2007 iPhone 1999 iMode in Japan 2004 Google Maps 2011 Pizza is a veg. 2008 Airbnb 1999 Tivo 2004 Facebook 2012 SOPA battle 2009 Quora 1999 WebEx 2004 Yelp 2009 Pres. Obama 1999 NapsterYear 1995 2000 2005 2010Age 17 12 7 2Today Z 26
  27. 27. Remaining Relevant for Each GenerationBrand Gen X Gen Y Gen ZKodak/Polariod Yes No NoAOL Yes No NoMcDonalds Yes Yes YesApple No Yes YesDisney No Yes YesLevi’s Yes Yes ?Jeep/VW Yes Yes ?Nintendo Yes Yes ?JetBlue Yes Yes ? 27
  28. 28. Best Practices toUnderstand theTotal CustomerExperience
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. What GreatCompaniesDo
  34. 34. Listen to Social Media - UserCount 2011 34
  35. 35. Research with Twitter – FreeFeedback 35
  36. 36. Social Media Monitoring1. Listen2. Discover3. EngageFree feedbackHave the decision makers start using TwitterthemselvesBut think about actionabilityThere’s a gap with what social media can do alone 36
  37. 37. Listen Near the Transaction1. Post Purchase transaction (brick & mortar or ecommerce)2. Post Flight3. Post check out of the hotel4. Call center call / post service5. During regular use 37
  38. 38. Listen with Surveys 38
  39. 39. Combine Twitter & Surveys 39
  40. 40. Reach Out, Make it Real 40
  41. 41. Facebook – Inline Surveys Insert surveys, polls directly into social media 41
  42. 42. Surveys + Segment + Operational + $ A modern web based survey is much more than the questions you directly ask your customers. Augment the invitation with data which will add value to the analysis.A SurveyRecord Survey data Operational data Segment data Financial data 42
  43. 43. Simple Metrics: e.g. Net Promoter Score • Correlation of any independent field to preset dependant fields.How likely are you to recommend this product to a friend ? 43
  44. 44. Scale to Listen at all the Moments of Truth 44
  45. 45. Text Analytics Natural language analytics power Multiple concepts per verbatim Beyond just sentiment analysis Why: Gen Y & Z provide more unsoliciated feedback through text content 45
  46. 46. Data + Analytics + Technology = $$$ 46
  47. 47. Distribute the Results 47
  48. 48. Design ThinkingEmpathize Define Brainstorm Prototype Test 48
  49. 49. Observe in Their Environment 49
  50. 50. Observe Customers in Action 50
  51. 51. Focus Groups 51
  52. 52. More best practices Observer customers in another industry Think of your products as a verb 52
  53. 53. Buy Your Customer a Gift 53
  54. 54. Total Customer Experience Life Need Activity Need Feature Need Basic Performance Delight Attribute Attribute Attribute 54
  55. 55. Total Customer Experience Life Need Activity Need Feature Need Basic Performance Delight Attribute Attribute Attribute 55
  56. 56. Total Customer Experience Life Need Activity Need Feature Need Basic Performance Delight Attribute Attribute Attribute 56
  57. 57. Total Customer Experience Life Need Activity Need Feature Need Basic Performance Delight Attribute Attribute Attribute 57
  58. 58. Learn More About Customer Experience Keynote: Tony Hsieh, Zappos CEO www.vocfusion.com @allegiancetweet 58
  59. 59. Thank You Al Nevarezal.nevarez@allegiance.com @imusicmash @allegiancetweet

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