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The time has come for experience design now! More importantly, experience designed with purpose increases value creation exponentially. In this presentation, delivered on 19NOV2015 at #EEC15 in Bilbao Spain, Chris Heuer shares his story to discovering empathy, why he sees the current era of conscious capitalism as the biggest opportunity of our lifetimes and tools you can use to support such a radically customer centric strategy.
Social Entrepreneur and Creative Strategist
at
WillSomeone.com & RysingTyde.org
The time has come for experience design now! More importantly, experience designed with purpose increases value creation exponentially. In this presentation, delivered on 19NOV2015 at #EEC15 in Bilbao Spain, Chris Heuer shares his story to discovering empathy, why he sees the current era of conscious capitalism as the biggest opportunity of our lifetimes and tools you can use to support such a radically customer centric strategy.
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
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
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…