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Start with Why to get a better understanding of your customers.

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Want to know why customers do what they do and why they act the way they do? This presentation makes the case for understanding what the the problem is and more importantly knowing "Why it is a problem". This is the key to designing and delivering improved service outcomes for customers.

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Start with Why to get a better understanding of your customers.

  1. 1. Uncovering customer needs and motivations to guide future transformation 25.7.2014 Proto Partners STARTING WITH WHY
  2. 2. I II III IV V Understanding the Problem Understanding the Customer Understanding the Connections Understanding the Solution Understanding the Value SUMMARY Starting with why 25.07.2014 Proto Partners
  3. 3. CAN’T WE BE FRIENDS? (Like me!) _ I Understanding the problem Starting with why 25.07.2014 Proto Partners
  4. 4. (Customer)(Service provider) I - UNDERSTANDING THE PROBLEM Starting with why 25.07.2014 Proto Partners
  5. 5. THE IDEAL EXPERIENCE UNMET EXPECTATIONS (Customer) I - UNDERSTANDING THE PROBLEM Starting with why 25.07.2014 Proto Partners
  6. 6. WHY? HOW? Customer THE IDEAL EXPERIENCE UNMET EXPECTATIONS I - UNDERSTANDING THE PROBLEM Starting with why 25.07.2014 Proto Partners
  7. 7. There were two ways to be happy: improve your reality, or lower your expectations. Jodi Picoult I - UNDERSTANDING THE PROBLEM Starting with why 25.07.2014 Proto Partners
  8. 8. “I signed up for a $80 contract..I try to control my data but I inevitably breach my limit. It’s the third month in a row I get a bill over $25O... At the end of the contract I’m out” CONTEXTUAL INTERVIEW “I have have been contacting teh call centre for the 6 months and the problem is still unresolved.” NPS REVIEW I - UNDERSTANDING THE PROBLEM Starting with why 25.07.2014 Proto Partners
  9. 9. I - UNDERSTANDING THE PROBLEM THE IDEAL EXPERIENCE Virgin America Starting with why 25.07.2014 Proto Partners
  10. 10. I - UNDERSTANDING THE PROBLEM THE IDEAL EXPERIENCE Virgin America Starting with why 25.07.2014 Proto Partners
  11. 11. I - UNDERSTANDING THE PROBLEM THE IDEAL EXPERIENCE Virgin America Starting with why 25.07.2014 Proto Partners
  12. 12. THE IDEAL EXPERIENCE Virgin America I - UNDERSTANDING THE PROBLEM Starting with why 25.07.2014 Proto Partners
  13. 13. I - UNDERSTANDING THE PROBLEM Photo, Flickr, MarzoSyd THE IDEAL EXPERIENCE Uber Starting with why 25.07.2014 Proto Partners
  14. 14. I - UNDERSTANDING THE PROBLEM THE IDEAL EXPERIENCE Uber Starting with why 25.07.2014 Proto Partners
  15. 15. I - UNDERSTANDING THE PROBLEM THE IDEAL EXPERIENCE Uber Starting with why 25.07.2014 Proto Partners
  16. 16. I - UNDERSTANDING THE PROBLEM THE IDEAL EXPERIENCE Uber Starting with why 25.07.2014 Proto Partners
  17. 17. #1 CONTEXTUALISE THE PROBLEM #2 SET A DIRECTION #3 DETERMINE WHAT SUCCESS LOOKS LIKE I - UNDERSTANDING THE PROBLEM How to: Fill the gap
  18. 18. I - UNDERSTANDING THE PROBLEM #1 CONTEXTUALISE THE PROBLEM Starting with why 25.07.2014 Proto Partners
  19. 19. I - UNDERSTANDING THE PROBLEM #2 SET A DIRECTION Starting with why 25.07.2014 Proto Partners
  20. 20. I - UNDERSTANDING THE PROBLEM #3 DETERMINE WHAT SUCCESS LOOKS LIKE Starting with why 25.07.2014 Proto Partners
  21. 21. DO YOU ACT THIS WAY? (After all the perks I gave you!) _ II Understanding the customer Starting with why 25.07.2014 Proto Partners
  22. 22. ... Starting with why 25.07.2014 Proto Partners II - UNDERSTANDING THE CUSTOMER
  23. 23. Your most unhappy customers are your greatest source of learning. Bill Gates II - UNDERSTANDING THE CUSTOMER Starting with why 25.07.2014 Proto Partners
  24. 24. II - UNDERSTANDING THE CUSTOMER CASE STUDY VMA 41 point CHECKLIST 6 KEY POINTS Starting with why 25.07.2014 Proto Partners
  25. 25. #1 DRILL DOWN #2 PAY ATTENTION TO THE UNEXPECTED #3 FACTS AND BEHAVIOURS ARE WORTH 1000 WORDS #4 A FEW USER RESEARCH METHODS WE USE How to: Look for the right thing? II - UNDERSTANDING THE CUSTOMER
  26. 26. II - UNDERSTANDING THE CUSTOMER #1 DRILL DOWN Starting with why 25.07.2014 Proto Partners
  27. 27. II - UNDERSTANDING THE CUSTOMER #2 PAY ATTENTION TO THE UNEXPECTED Starting with why 25.07.2014 Proto Partners
  28. 28. II - UNDERSTANDING THE CUSTOMER #3 FACTS AND BEHAVIOURS VS. WORDS Starting with why 25.07.2014 Proto Partners
  29. 29. II - UNDERSTANDING THE CUSTOMER Immersion NPS Responses Analysis Contextual Interviews #4 A FEW RESEARCH METHODS WE USE Starting with why 25.07.2014 Proto Partners Calljacking Shadowing Customer Diaries
  30. 30. WHY CAN’T I MAKE SENSE OF THAT? (It looks like a bunch of random data.) _ III Understanding the connections Starting with why 25.07.2014 Proto Partners
  31. 31. ... III - UNDERSTANDING THE CONNECTIONS Starting with why 25.07.2014 Proto Partners
  32. 32. Eventually everything connects - people, ideas, objects. The quality of the connections is the key to quality per se. Charles Eames III - UNDERSTANDING THE CONNECTIONS Starting with why 25.07.2014 Proto Partners
  33. 33. #1 PLASTER THE WALLS #2 TRUST YOUR GUTS #3 QUALITY VS. QUANTITY How to: Deal with Simplexity III - UNDERSTANDING THE CONNECTIONS
  34. 34. #1 PLASTER THE WALLS III - UNDERSTANDING THE CONNECTIONS Starting with why 25.07.2014 Proto Partners
  35. 35. #2 TRUST YOUR GUTS III - UNDERSTANDING THE CONNECTIONS Starting with why 25.07.2014 Proto Partners
  36. 36. #3 QUALITY VS. QUANTITY III - UNDERSTANDING THE CONNECTIONS Starting with why 25.07.2014 Proto Partners
  37. 37. #3 QUALITY VS. QUANTITY III - UNDERSTANDING THE CONNECTIONS Starting with why 25.07.2014 Proto Partners
  38. 38. WHY DOESN’T THAT WORK? (It´s such a great idea!) _ IV Understanding the solution Starting with why 25.07.2014 Proto Partners
  39. 39. ... IV - UNDERSTANDING THE SOLUTION Starting with why 25.07.2014 Proto Partners
  40. 40. To draw an idea accurately, decisions have to be made that can be avoided by even the most precise language…Whether the task at hand is a hair dryer, a weekend retreat in the country, or an annual report, drawing forces decisions. Tim Brown Starting with why 25.07.2014 Proto Partners IV - UNDERSTANDING THE SOLUTION
  41. 41. Mapping the journey Starting with why 25.07.2014 Proto Partners IV - UNDERSTANDING THE SOLUTION Emotional Journey & Painpoints Key Action by channel & supporting verbatims Phases & Touchpoints 1 2 3 Key Insights & Opportunities 2
  42. 42. Mapping the journey Starting with why 25.07.2014 Proto Partners IV - UNDERSTANDING THE SOLUTION
  43. 43. Mapping the journey Starting with why 25.07.2014 Proto Partners IV - UNDERSTANDING THE SOLUTION
  44. 44. Visualising Ideas Starting with why 25.07.2014 Proto Partners IV - UNDERSTANDING THE SOLUTION
  45. 45. Visualising Ideas Starting with why 25.07.2014 Proto Partners IV - UNDERSTANDING THE SOLUTION
  46. 46. Making Ideas Tangible Starting with why 25.07.2014 Proto Partners IV - UNDERSTANDING THE SOLUTION
  47. 47. WHY DO I NEED TO CHANGE? (It’s so comfortable in here.) _ V Understanding the value Starting with why 25.07.2014 Proto Partners
  48. 48. ... Starting with why 25.07.2014 Proto Partners V - UNDERSTANDING THE FUTURE
  49. 49. If we keep doing what we’re doing, we’re going to keep getting what we’re getting. Stephen Covey Starting with why 25.07.2014 Proto Partners V - UNDERSTANDING THE FUTURE
  50. 50. Envisioning the future Starting with why 25.07.2014 Proto Partners V - UNDERSTANDING THE FUTURE
  51. 51. Where to start first Starting with why 25.07.2014 Proto Partners V - UNDERSTANDING THE FUTURE
  52. 52. Where to start first Starting with why 25.07.2014 Proto Partners V - UNDERSTANDING THE FUTURE PRIORITISATION MAP - NEW CUSTOMER IMPACT COST REDUCTION 12 3 #3 #3 #12 #8 #20 #6 #17 #14 #9 #5 #11 #4 #16 #10 #7 #1 #2 #18 #15 #19 COST REDUCTION CRITERIA DRIVES CALL REDUCTION DRIVE STAFF HEAD COUNT DOWN REDUCE CREDITS WASTE REDUCTION REDUCE NON-VALUE ADDING INTERACTIONS CUSTOMER IMPACT CRITERIA SIGNIFICANT NPS DRIVER STRONG VIRGIN DIFFERTIA- TION REDUCE CUSTOMER EFFORT REDUCE NEGATIVE MOMENTS OF TRUTH
  53. 53. Starting with why 25.07.2014 Proto Partners V - UNDERSTANDING THE FUTURE THE IDEAL EXPERIENCE UNMET EXPECTATIONS
  54. 54. Starting with why 25.07.2014 Proto Partners No one cares how much you know, until they know how much you care Theodore Roosevelt V - UNDERSTANDING THE FUTURE
  55. 55. Contacts: Damian.Kernahan@protopartners.com.au, Francesca.Jakin@protopartners.com.au THANK YOU

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