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3 words : product, customer, experience<br />a materialization of the future<br />a point of view by arnaudhuet<br />arnoh...
Executives know that customer centricity is important, but they don’t always know how to deploy it and how to tie it direc...
the growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink functionalities of the pro...
“We see our customers as invited guests to a party, and we are the hosts. It&apos;s our job every day to make every import...
Products are not only composed of functionalities. They deliver customer experiences based on functionalities<br />email<b...
Evolutive product experiences generate positive emotions and engagement<br />goodcustomer experience correlates highly to ...
Experience becomes the best slogan<br />Customer’s choice is based on what he values<br />experience<br />price<br />brand...
Brands get their identity from customer representation and opinion<br />brand values<br />communication<br />perception an...
Products that allow evolutive product experiences in order to improve the customer experience are customer-centric<br />Ne...
… updates of product experiences postpone the moment of maturity and increase sales.<br />Customer-centric products alread...
contact<br />details & comments<br />professional background<br />arnaud huet<br />
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3 words : product, customer, experience. a materialization of the future

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the growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink functionalities of the product regarding the product experiences and their continuity with the end-to-end experience. this products are the products of tomorrow. they postpone the moment of maturity and, because customers can make them live with upgrades, they generate loyalty.

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3 words : product, customer, experience. a materialization of the future

  1. 1. 3 words : product, customer, experience<br />a materialization of the future<br />a point of view by arnaudhuet<br />arnohuet@gmail.com<br />june 2009<br />
  2. 2. Executives know that customer centricity is important, but they don’t always know how to deploy it and how to tie it directly to business results<br />1 -<br />2 -<br />3 -<br />CRM solutions<br />CRM solutions<br />CRM solutions<br />Customer Marketing Management<br />Customer Marketing Management<br />Product Marketing<br />Product Marketing<br />Product Marketing<br />Customer Marketing Management<br />Service Marketing<br />Service Marketing<br />Service Marketing<br />Channel Marketing<br />Channel Marketing<br />Channel Marketing<br />Customer-CentricDeployed<br />Product-centric<br />Customer-CentricUndeployed<br />Priority<br />
  3. 3. the growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink functionalities of the product regarding the product experiences and theircontinuitywith the end-to-end experience.<br />Product experiences<br />Product functionalities<br />End-to-end customerexperiences<br />Customer-Centricapproachisdeployed in the product marketing<br />arnaud huet<br />
  4. 4. “We see our customers as invited guests to a party, and we are the hosts. It&apos;s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos<br />Conditions of Customer Satisfaction are fulfilledwhen Brand deliversintegratedproduct and end-to-end experiences<br />Exceed<br />Traditional<br />Early adopters<br />Meet<br />Expectations<br />Young adults<br />Typical Family<br />Economy<br />Time poor, cash rich<br />Not meet<br />Get information<br />Check availability<br />Make the choice / buy<br />Use<br />Share experience<br />Resolve<br />Complaint<br />Key moment : <br />Use of the product<br />arnaud huet<br />
  5. 5. Products are not only composed of functionalities. They deliver customer experiences based on functionalities<br />email<br />Websurf<br />Chat<br />Map<br />Social blogging<br />SMS<br />Call<br />Help<br />Camera<br />Illustrative example inspired by a mobile device<br />arnaud huet<br />
  6. 6. Evolutive product experiences generate positive emotions and engagement<br />goodcustomer experience correlates highly to loyalty<br />evolutivecustomer experience generates engagement<br /><br />not locked<br />locked on brand<br />switch of brand<br />switch of product<br /><br />external churn<br />internal churn<br />arnaud huet<br />
  7. 7. Experience becomes the best slogan<br />Customer’s choice is based on what he values<br />experience<br />price<br />brand<br />product attributes<br />Trends<br />arnaud huet<br />
  8. 8. Brands get their identity from customer representation and opinion<br />brand values<br />communication<br />perception and emotion<br />buzz<br />brand<br />representation and opinion<br />events<br />social platform<br />perception and emotion<br />customer experience<br />product<br />service<br />channels<br />brand materialization<br />
  9. 9. Products that allow evolutive product experiences in order to improve the customer experience are customer-centric<br />New vertical relationships<br />As a game<br />Product launch<br />Over The Air<br />Semantic analysis<br />Experience Sharing<br />Updates <br />Usage statistics<br />New version<br />Focus group<br />Open-innovation<br />Application<br />Technical Refining<br />Functional Enrichment<br />Permanent R&D<br />Accessory<br />arnaud huet<br />
  10. 10. … updates of product experiences postpone the moment of maturity and increase sales.<br />Customer-centric products already integrate the customer experience…<br />Process of Innovation<br />Product Life Cycle<br />1 -<br />Research & Devt<br />2 -<br />Design<br />3 -<br />Test<br />4 - Introduction<br />5 - <br />Growth<br />6 - <br />Maturity<br />7 -<br />Decline<br />Functionalities<br />Update and improve the product experience<br />Define the customer experience<br />arnaud huet<br />
  11. 11. contact<br />details & comments<br />professional background<br />arnaud huet<br />

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