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Customer Experience driven services and products

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There are many KPIs to determine the success of a product, and customer experience plays a pivotal part in that. Understanding the customer journey allows companies todevelop new services. Customer experience can be the main driving force in shaping the product and innovating services.

In this session, we take a look at what customer experience means and why focus on it. Understanding the shift in customer behaviour in order to adopt to it. What are the ways and steps to use customer insight in driving better products / services?

Published in: Design

Customer Experience driven services and products

  1. 1. @cathycracks customer experience driven services/products Topconf Tallinn. 2014 Cathy Wang @cathycracks
  2. 2. @cathycracks Cathy Wang @cathycracks Director, User Experience at EPAM Empathy Lab Visiting Lecturer at the school of creative arts in University of Hertfordshire. Nomadic Vancouverite found mostly in Europe. Based in London. I spend a lot of time thinking about the future, systems, and the interconnectivity of world around us.
  3. 3. @cathycracks Systems thinking is a discipline for seeing wholes. It is a framework for seeing interrelationships rather than things, for seeing patterns of change rather than static 'snapshots.' Peter Senge The Fifth Discipline Fieldbook (1994)
  4. 4. @cathycracks The Traveling Salesman the problem
  5. 5. @cathycracks ant colony optimisation algorithm the solution
  6. 6. @cathycracks applying systems thinking Always design a thing by considering it in its next larger context — a chair in a room, a room in a house, a house in an environment, an environment in a city plan. Eliel Saarinen
  7. 7. @cathycracks the lack of system context
  8. 8. @cathycracks
  9. 9. What is customer experience? Why focus on customer experience? How to craft customer experience? @cathycracks
  10. 10. @cathycracks Customer Experience Index how enjoyable were they to do business with? how easy were they to do business with? how effective were they at meeting your needs? enjoyable easy meets needs by: Forrester Research
  11. 11. @cathycracks Not just about product differentiation As customer choices increased, product advantages alone are no longer enough.
  12. 12. @cathycracks shifting into customer experience thinking bringing values to offerings “we need to do this” “why do we need to do this?”
  13. 13. @cathycracks Values brings engagement. Simplicity inspires trust and loyalty.
  14. 14. @cathycracks “You’re not getting a refund, so fuck off.” - Michael O’Leary. Ryanair CEO • low profit & share plummeting 13% (nov 2013) • worst brand in the world (Siegel+gale brand simplicity index) =
  15. 15. @cathycracks customer needs • relaxed its hard-line cabin baggage allowance, • reduced penalties • allocated seating brand voice digital overhaul • online booking process from 17 clicks to 5 • dedicated mobile app “Always Getting Better” plan starting with “fixing the things our customers don’t like” and it’s working 32% increase in profit 9 % increase in revenue • commitment to customer experience • data driven
  16. 16. @cathycracks the way we experience the world is changing
  17. 17. @cathycracks how services/products reach customers has changed
  18. 18. @cathycracks how services/products reach customers has changed
  19. 19. @cathycracks Multi-faceted experience multiple touchpoints multiple locations multiple activities before during after
  20. 20. @cathycracks Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Multi-touchpoint user journey
  21. 21. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store “That’s an interesting product”
  22. 22. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store look up information
  23. 23. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store “how is this different?”
  24. 24. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Ask for demo
  25. 25. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store purchase!
  26. 26. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Set up the new service
  27. 27. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Seek assistance
  28. 28. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store finish setup
  29. 29. @cathycracks Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Watch video Multi-touchpoint user journey
  30. 30. @cathycracks Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Read FAQ Multi-touchpoint user journey
  31. 31. @cathycracks Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Live chat Multi-touchpoint user journey
  32. 32. @cathycracks Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store Multi-touchpoint user journey
  33. 33. @cathycracks Multi-touchpoint user journey Awareness Consideration Setup Consumption Support Handheld TV Web Human store-clerk Customer Service Store before during after
  34. 34. @cathycracks Emerging interaction in customer experience NATURAL ADAPTIVE ANTICIPATORY
  35. 35. Natural stepping away from the keyboards and screens @cathycracks
  36. 36. Natural stepping away from the keyboards and screens @cathycracks
  37. 37. Natural stepping away from the keyboards and screens @cathycracks
  38. 38. Natural stepping away from the keyboards and screens @cathycracks
  39. 39. Adaptive Devices become what you need it to be. @cathycracks
  40. 40. Adaptive Devices become what you need it to be. @cathycracks
  41. 41. @cathycracks more than just one screen connecting the different screens Precious Studio. Multiscreen patterns http://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/
  42. 42. Anticipatory Proactive and Contextual @cathycracks
  43. 43. Anticipatory Proactive and Contextual @cathycracks
  44. 44. @cathycracks all the information information that matters
  45. 45. @cathycracks
  46. 46. @cathycracks a new era of how we experience the world a realm of unfamiliar interactions
  47. 47. @cathycracks Simplicity inspires trust and loyalty.
  48. 48. @cathycracks no longer about choices
  49. 49. @cathycracks Trust as the base for emotion. companionship, friendship, love, agreement, relaxation, comfort.
  50. 50. invisible threads are the strongest ties connecting experiences with emotion @cathycracks
  51. 51. invisible threads are the strongest ties connecting experiences with emotion @cathycracks
  52. 52. invisible threads are the strongest ties connecting experiences with emotion @cathycracks
  53. 53. @cathycracks 1 Step forward into the future ! the emotional experience enjoyable easy meets needs
  54. 54. Cathy Wang Further Readings Traveling Salesman Problem http://en.wikipedia.org/wiki/Travelling_salesman_problem Emergence: The Connected Lives of Ants, Brains, Cities, and Software http://www.amazon.com/Emergence-Connected-Brains-Cities-Software-ebook/dp/B008TRUBLY/ Ryanair Google Inbox http://www.thedrum.com/news/2014/11/13/higher-plane-how-ryanair-refined-its-tone-voice-and-improved- customer-experience http://www.theguardian.com/business/shortcuts/2013/nov/08/michael-o-leary-33-daftest-quotes Siegel+Gale simplicity index Credits @cathycracks Apple Airplay https://www.apple.com/airplay/ Multiscreen Patterns http://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/ http://thenounproject.com/driskell https://twitter.com/sandeepa http://www.google.com/inbox/ http://simplicity.siegelgale.com/2013/region/global/ Kinder Surprise http://en.wikipedia.org/wiki/Kinder_Surprise @cathycracks The Artificial Pancreas http://www.imm.dtu.dk/~jbjo/diabetescontrol.html

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