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

19.
Transparency = Accountability

20.
Decentralization, democratization and activation
@ChrisHeuer
WillSomeone.com

21.
Be Helpful
The Rysing Tyde
that lifts all people
RysingTyde.org

22.
TREND7
@ChrisHeuer
WillSomeone.com

23.
*
@ChrisHeuer
WillSomeone.com

24.
@ChrisHeuer
WillSomeone.com

25.
*
from marketing
@ChrisHeuer
WillSomeone.com

26.
*
to market engagement
@ChrisHeuer
WillSomeone.com

27.
What guides our strategy?
@ChrisHeuer
WillSomeone.com

28.
The Experience Curve
@ChrisHeuer
WillSomeone.com

29.
Stories
Data
Labor
Attention
Revenue
@ChrisHeuer
WillSomeone.com
REAL Relationships (Reciprocal, Empathetic, Authentic and Loyal)
The Engagement Curve

30.
@ChrisHeuer
WillSomeone.com

31.
The era of
Experience
& Purpose
@ChrisHeuer
WillSomeone.com

32.
Need New Mindsets,
Methods & Measures
• Radical Customer
Centricity
• Experience Design
• REAL Relationships
@ChrisHeuer
WillSomeone.com

33.
Engagement framework and tools
@ChrisHeuer
WillSomeone.com

34.
”
Engagement is interaction with intention
that goes beyond concern for the transaction“
@ChrisHeuer
WillSomeone.com

35.
• Trust
• Insights
• AFenGon
• Data
• Stories
• Labor
• More
$
in,
less
$
out
• Loyalty
What is the ROI of Empathy & Engagement?
@ChrisHeuer
WillSomeone.com

36.
@ChrisHeuer
WillSomeone.com

37.
@ChrisHeuer
WillSomeone.com

38.
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
In Store
Online
Partner
Omnichannel Engagement Matrix
@ChrisHeuer
WillSomeone.com

39.
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

40.
@ChrisHeuer
WillSomeone.com
Oracle’s Customer Journey Map

41.
@ChrisHeuer
WillSomeone.com
IBM Journey Designer Tool

42.
Embrace
• Design thinking
• Iteration
• Never ending
improvement
• Stakeholder
feedback loops
• Cooperative
conflict
@ChrisHeuer
WillSomeone.com

43.
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

44.
Switching
costs
of
REAL
RelaGonships
are
high…

45.
@ChrisHeuer
WillSomeone.com

46.
Experience Design &
Your Customer’s Journey
@ChrisHeuer
WillSomeone.com
Win the Future!