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

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

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

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

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…

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