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Experience Design and
Your Customer's Journey
How the market is changing and
what you can do to win the future.
Chris Heuer
@ChrisHeuer
#EEC2015 Presentation, 19 November 2015
2	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
My journey here…
23 anos
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
… it didn’t last
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
… I got an ulcer
at 24!
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
7
empathy
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
8
I’ve almost always
been wrong…
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
I’ve almost always
been wrong…
or rather,
I've been at the
wrong time.
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
10
I'm a futurist.
I spot patterns
before the
language exists
to explain it.
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
The Power of C
The 3 C’s of the
DotCom era
•  Content
•  Community
•  Commerce
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
The Power of C
The 4 C’s of
social media
•  Connections
•  Context
•  Communications
•  Collaboration
4
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
The Power of C
The 5 C’s of
Conscious Capitalism
•  Cause
•  Commons
•  Co-creation
•  Competence
•  Coordination
5
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
BREAK FREE
From what we’ve
always done to do what
we’re meant to do
the biggest opportunity of the century
(Experience	
  Design)	
  
Purpose	
  
Business	
  is	
  
exponen2ally	
  
greater	
  with	
  
purpose	
  
Design meaningful experiences for the customer journey
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Behavior	
   =	
  
Knowledge	
   Persona	
  ƒ	
  
Values, not Value, win hearts, minds and wallets
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Transparency = Accountability
Decentralization, democratization and activation
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Be Helpful
The Rysing Tyde
that lifts all people
RysingTyde.org	
  
TREND7	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
*	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
*	
  
from marketing
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
*	
  
to market engagement
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
What guides our strategy?
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
The Experience Curve
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Stories
Data
Labor
Attention
Revenue
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
REAL Relationships (Reciprocal, Empathetic, Authentic and Loyal)
The Engagement Curve
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
The era of
Experience
& Purpose
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Need New Mindsets,
Methods & Measures
• Radical Customer
Centricity
• Experience Design
• REAL Relationships
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Engagement framework and tools
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
”	
  
Engagement is interaction with intention
that goes beyond concern for the transaction“	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
•  Trust	
  
•  Insights	
  
•  AFenGon	
  
•  Data	
  
•  Stories	
  
•  Labor	
  
•  More	
  $	
  in,	
  less	
  $	
  out	
  
•  Loyalty	
  
What is the ROI of Empathy & Engagement?
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
In Store
Online
Partner
Omnichannel Engagement Matrix
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Start with your core purpose & an understanding of your key audiences/personas
What are they getting
on their own?
What are they getting
with our assistance?
What are they getting
from others?
Topics
	
  	
  This	
  is	
  your	
  keywords,	
  tags,	
  SEO	
  strategy	
  and	
  	
  
	
  	
  editorial	
  focus.	
  
Communities
	
  	
  Not	
  only	
  the	
  communiGes	
  of	
  interest	
  around	
  	
  
	
  	
  topics,	
  but	
  also	
  the	
  self-­‐idenGfying	
  ones.	
  
Geography
	
  	
  If	
  you	
  are	
  truly	
  engaging	
  customers,	
  you	
  enable	
  	
  
	
  	
  both	
  online	
  and	
  offline	
  connecGons.	
  
Actions
	
  	
  What	
  are	
  the	
  things	
  that	
  they	
  want	
  to	
  do	
  but	
  what	
  	
  
	
  	
  you	
  want	
  them	
  to	
  do	
  (buy,	
  subscribe,	
  join…)	
  
The Engagement Wheel
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Oracle’s Customer Journey Map
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
IBM Journey Designer Tool
Embrace
• Design thinking
• Iteration
• Never ending
improvement
• Stakeholder
feedback loops
• Cooperative
conflict
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Key Benefits
•  Decrease cost of sales
•  Increase loyalty
•  Accelerate innovation
•  Attract the top talent
•  Decrease employee turnover
•  Become partner of choice
and the biggest of all…
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Switching	
  costs	
  of	
  REAL	
  RelaGonships	
  are	
  high…	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  @ChrisHeuer	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	
   	
   	
   	
   	
   	
  	
   	
   	
   	
   	
   	
  WillSomeone.com	
  
Experience Design &
Your Customer’s Journey
@ChrisHeuer
WillSomeone.com
Win the Future!

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Experience Design and your Customer's Journey

  • 1. Experience Design and Your Customer's Journey How the market is changing and what you can do to win the future. Chris Heuer @ChrisHeuer #EEC2015 Presentation, 19 November 2015
  • 2. 2                    @ChrisHeuer                                              WillSomeone.com  
  • 3. My journey here… 23 anos                    @ChrisHeuer                                              WillSomeone.com  
  • 4.                    @ChrisHeuer                                              WillSomeone.com  
  • 5. … it didn’t last                    @ChrisHeuer                                              WillSomeone.com  
  • 6. … I got an ulcer at 24!                    @ChrisHeuer                                              WillSomeone.com  
  • 7. 7 empathy                    @ChrisHeuer                                              WillSomeone.com  
  • 8. 8 I’ve almost always been wrong…                    @ChrisHeuer                                              WillSomeone.com  
  • 9. I’ve almost always been wrong… or rather, I've been at the wrong time.                    @ChrisHeuer                                              WillSomeone.com  
  • 10. 10 I'm a futurist. I spot patterns before the language exists to explain it.                    @ChrisHeuer                                              WillSomeone.com  
  • 11. The Power of C The 3 C’s of the DotCom era •  Content •  Community •  Commerce                    @ChrisHeuer                                              WillSomeone.com  
  • 12. The Power of C The 4 C’s of social media •  Connections •  Context •  Communications •  Collaboration 4                    @ChrisHeuer                                              WillSomeone.com  
  • 13. The Power of C The 5 C’s of Conscious Capitalism •  Cause •  Commons •  Co-creation •  Competence •  Coordination 5                    @ChrisHeuer                                              WillSomeone.com  
  • 14. BREAK FREE From what we’ve always done to do what we’re meant to do
  • 15. the biggest opportunity of the century
  • 16. (Experience  Design)   Purpose   Business  is   exponen2ally   greater  with   purpose  
  • 17. Design meaningful experiences for the customer journey                    @ChrisHeuer                                              WillSomeone.com   Behavior   =   Knowledge   Persona  ƒ  
  • 18. Values, not Value, win hearts, minds and wallets                    @ChrisHeuer                                              WillSomeone.com  
  • 20. Decentralization, democratization and activation                    @ChrisHeuer                                              WillSomeone.com  
  • 21. Be Helpful The Rysing Tyde that lifts all people RysingTyde.org  
  • 22.
  • 23. TREND7                      @ChrisHeuer                                              WillSomeone.com  
  • 24. *                      @ChrisHeuer                                              WillSomeone.com  
  • 25.                    @ChrisHeuer                                              WillSomeone.com  
  • 26. *   from marketing                    @ChrisHeuer                                              WillSomeone.com  
  • 27. *   to market engagement                    @ChrisHeuer                                              WillSomeone.com  
  • 28. What guides our strategy?                    @ChrisHeuer                                              WillSomeone.com  
  • 29. The Experience Curve                    @ChrisHeuer                                              WillSomeone.com  
  • 30. Stories Data Labor Attention Revenue                    @ChrisHeuer                                              WillSomeone.com   REAL Relationships (Reciprocal, Empathetic, Authentic and Loyal) The Engagement Curve
  • 31.                    @ChrisHeuer                                              WillSomeone.com  
  • 32. The era of Experience & Purpose                    @ChrisHeuer                                              WillSomeone.com  
  • 33. Need New Mindsets, Methods & Measures • Radical Customer Centricity • Experience Design • REAL Relationships                    @ChrisHeuer                                              WillSomeone.com  
  • 34. Engagement framework and tools                    @ChrisHeuer                                              WillSomeone.com  
  • 35. ”   Engagement is interaction with intention that goes beyond concern for the transaction“                      @ChrisHeuer                                              WillSomeone.com  
  • 36. •  Trust   •  Insights   •  AFenGon   •  Data   •  Stories   •  Labor   •  More  $  in,  less  $  out   •  Loyalty   What is the ROI of Empathy & Engagement?                    @ChrisHeuer                                              WillSomeone.com  
  • 37.                    @ChrisHeuer                                              WillSomeone.com  
  • 38.                    @ChrisHeuer                                              WillSomeone.com  
  • 39. Topic Topic Topic Topic Topic Topic Topic Topic In Store Online Partner Omnichannel Engagement Matrix                    @ChrisHeuer                                              WillSomeone.com  
  • 40. Start with your core purpose & an understanding of your key audiences/personas What are they getting on their own? What are they getting with our assistance? What are they getting from others? Topics    This  is  your  keywords,  tags,  SEO  strategy  and        editorial  focus.   Communities    Not  only  the  communiGes  of  interest  around        topics,  but  also  the  self-­‐idenGfying  ones.   Geography    If  you  are  truly  engaging  customers,  you  enable        both  online  and  offline  connecGons.   Actions    What  are  the  things  that  they  want  to  do  but  what        you  want  them  to  do  (buy,  subscribe,  join…)   The Engagement Wheel                    @ChrisHeuer                                              WillSomeone.com  
  • 41.                    @ChrisHeuer                                              WillSomeone.com   Oracle’s Customer Journey Map
  • 42.                    @ChrisHeuer                                              WillSomeone.com   IBM Journey Designer Tool
  • 43. Embrace • Design thinking • Iteration • Never ending improvement • Stakeholder feedback loops • Cooperative conflict                    @ChrisHeuer                                              WillSomeone.com  
  • 44. Key Benefits •  Decrease cost of sales •  Increase loyalty •  Accelerate innovation •  Attract the top talent •  Decrease employee turnover •  Become partner of choice and the biggest of all…                    @ChrisHeuer                                              WillSomeone.com  
  • 45. Switching  costs  of  REAL  RelaGonships  are  high…  
  • 46.                    @ChrisHeuer                                              WillSomeone.com  
  • 47. Experience Design & Your Customer’s Journey @ChrisHeuer WillSomeone.com Win the Future!