Designing The Customer Experience - Conference 2009 (E5)

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Session E5 - ARPA 2009 Conference

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Designing The Customer Experience - Conference 2009 (E5)

  1. 1. Designing the customer  experience Susan Abbott ARPA 2009
  2. 2. Where are we going?
  3. 3. Understanding  people is like  understanding the  rules of making a  great painting. 
  4. 4. Some things don’t change  very quickly
  5. 5. Some of the wiring that  affects how your users  experience you and  your property and your  programs.
  6. 6. Role of expectations
  7. 7. Level of High Peak impact or emotion End Low Peak Time
  8. 8. Two tools to use to  help you understand  customer experience 1.Experience mapping 2.Pumped up personas
  9. 9. Customer Journey Map, aka Customer 1 Dimensions of experience Experience Map
  10. 10. Write down three ways you  could use this kind of tool. Share with a neighbor.
  11. 11. 2 Pumped up Personas A way of looking at  individuals, instead of  averages A way of getting past  stereotyped thinking A way of engaging with 
  12. 12. Let’s look at real people  and real issues that  relate to your world
  13. 13. Households in poverty* share positive attitudes,  but less likely to take full advantage of parks 
  14. 14. Disability affects  Households with a  accessibility of public  disabled person parks? 16% yes 34% yes Disability affects  participation in local  Family never uses local  government recreation  park activities? 33% yes 72% yes Albertans with disability have more free time,  consider leisure important, but experience  barriers
  15. 15. Why people don’t participate
  16. 16. Your turn! • Groups of 5 – 7 (ish)  • Take one piece of brown paper • One volunteer lays down on the paper • Draw an outline • Add images to the outline. Start with an idea,  and just keep building – don’t try for  consensus first. • Give you person a name, age + location etc.
  17. 17. Debrief ‐ How could this be  useful?
  18. 18. How  small things can make a big impact
  19. 19. Thank you! Susan Abbott Abbott Resea rch + Consulting m susan@ abbottresearch.co m www .abbottresearch.co www.custo mercrossroads.com 1-888-244-0285

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