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
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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
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WillSomeone.com

The Power of C
The 4 C’s of
social media
• Connections
• Context
• Communications
• Collaboration
4
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WillSomeone.com

The Power of C
The 5 C’s of
Conscious Capitalism
• Cause
• Commons
• Co-creation
• Competence
• Coordination
5
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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
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WillSomeone.com

*
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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
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WillSomeone.com

Stories
Data
Labor
Attention
Revenue
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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?
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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
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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!