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HOW DO YOU OBSESS THE EXPERIENCE?
LEARNINGS FROM BSSP/CONTAGIOUS- NOW/NEXT/WHY-
JUNE 2015
OUR PARTNER: CONTAGIOUS = COMMUNICATION FORESIGHT
2
THE EVENT- JUNE 9TH- 150- PEOPLE SF’S GOLDEN GATE CLUB
3
OUR SPEAKERS
4
Luxury travel agent
Company communication tool
Luxury bike apparel company
Google’s Lab for the
future of advertising
RULES OF EXPERIENCE: MATT WATKINSON- AUTHOR AND CONSULTANT
5
WORKSHOP: TENDERLOIN HIP
6
How do you create a terrible experience for drug dealers in the Tenderloin?
WHY DOES EXPERIENCE
MATTER?
WHY DOES EXPERIENCE MATTER?- IT’S SERVICE
8
WHY DOES EXPERIENCE MATTER?- THE BUSINESS REALITY
9
It costs 5X more to
acquire a new customer
than to keep a current
one
WHY DOES EXPERIENCE MATTER? CUSTOMERS DEMAND IT
10
WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO
-EXPERIENCE = Any interaction, any place, any time
11
WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO
12
“Talk less, do
more”
Tom Raith IDEO
WHAT DOES EXPERIENCE MATTER? IT’S HOW YOUR BRAND PROVES
YOURSELF
13
WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER
14
WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER
15
WHY DOES EXPERIENCE MATTER? NEW EXPECTATIONS
16
WHY DOES EXPERIENCE MATTER? WE LIKE THEM BETTER THAN PRODUCTS
17
Source: Cornell University- 2013
HOW DO YOU OBSESS
THE EXPERIENCE?
HOW DO YOU OBSESS EXPERIENCE?
1. Build a Strategic Foundation
2. Experience Ideas Need to Have Real Business Value
3. Think Like a Human-Is the Experience Thoughtful?
4. Locate Opportunities to “Wow” through experience
5. Go for the easy wins first
19
1. BUILD A STRATEGIC
FOUNDATION
1. BUILD A STRATEGIC FOUNDATION
21
“Understand the
“why” and the
“what” will follow”
Matt Watkinson
1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF
22
1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF
23
Rapha’s Enemy
Under Armour’s Boardroom
1. BUILD A STRATEGIC FOUNDATION- KNOW WHERE YOU’RE HEADED
24
https://vimeo.com/69062155
1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER
25
Everyone at Slack has to work in customer service
1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER
26
“Everyone who travels wants great stories”- Tom Marchant
1.BUILD A STRATEGIC FOUNDATION-KNOW YOUR CUSTOMER
27
Focus-The child is the customer, not the parent
1. BUILD A STRATEGIC FOUNDATION- KNOW THE JOURNEY
28
2. UNDERSTAND THE
BUSINESS VALUE OF IDEAS
2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
1. Be clear about what you are trying to do
2. Understand how the idea contributes to the business
3. Is it about acquiring or retaining customers?
3. Identify and be clear about determining if the idea is about attention or
experience -each type has a different value
30
2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
31
Warby Parker’s Stores aren’t a vanity project
They deliver the most sales/sq ft in retail after Apple
2.UNDERSTAND THE BUSINESS VALUE OF IDEAS
32
Sephora’s contouring app is like digital glue providing utility with user education, but also
connecting users directly into the brand’s products, services and commerce
3. THINK LIKE A HUMAN
3. THINK LIKE A HUMAN- THINK ABOUT THEM
34
Are you really thinking about the user and how you can make their lives easier
and better?
Are you putting yourself in their shoes?
Are you testing for potential frustrations?
Are you thinking through all the steps?
Think about how it’s going to make the user feel
3. THINK LIKE A HUMAN
“We aren’t doing anything magical,
we doing human things.”
Anna Pickard-Slack
35
3. THINK LIKE A HUMAN
36
Slack’s welcome robot
3. THINK LIKE A HUMAN- BE THE “FIXER”
37
3. THINK LIKE A HUMAN- HOW DO YOU HELP?
38
“We (human beings) are engineered to
save energy for survival.”
Matt Watkinson
3. THINK LIKE A HUMAN-HOW CAN YOU HELP?
39
Rapha locates its stores close to cycling routes out of cities
Cycle route out of NY
3. THINK LIKE A HUMAN- HOW CAN YOU HELP?
40
3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT
41
3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT
42
Maybe it’s better for a hotel to give a cookie when the guest leaves or has a problem,
rather than when they arrive = Save the cookie for “peak moments”
3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
43
XX plays to 50--people- the audience walks out to the stage and the band is there to greet
them
3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
44
The first connection many of Under Armour’s customers will have with the brand, is
digital.
How do they make it human?
3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
45
The brand knows the type of help you need
4. LOCATE OPPORTUNIES
TO “WOW”
4. LOCATE OPPORTUNITIES TO “WOW”
“People don’t know where they want
to go, but they have a good idea of
how they want to feel”
Tom Marchant- Black Tomato
47
4. LOCATE OPPORTUNITIES TO “WOW”
With a solid strategic foundation, you can find opportunities to create
wow.
Find moments when your customers are surprised because their
expectations have been exceeded.
But, “Wow” opportunities shouldn’t be the only things you do
48
4. LOCATE OPPORTUNITIES TO “WOW”
49
4. LOCATE OPPORTUNITIES TO “WOW”
50
EA knows that sports fans likes nothing better
than to trash talk with friends during key moments
in sports games, so they developed a creative
system to help them
4. LOCATE OPPORTUNITIES TO “WOW”
51
“Sleep No More” is a radically new theater
experience, but it’s all driven by people and
place, not technology- the audience is at the
center
4. LOCATE OPPORTUNITIES TO “WOW”
52
Mass Mutual created a space/experience and
a program to help adults become financially
literate
4. LOCATE OPPORTUNITIES TO “WOW”
53
Slack’s surprise as discoverable “wow”
4. LOCATE OPPORTUNITIES TO “WOW”
54
Rapha’s store as social cycling club
4. LOCATE OPPORTUNITIES TO “WOW”
The advancing technological landscape creates obvious opportunities for those who are
prepared to seek out and provide experiences that we’ve never had
55
4. LOCATE OPPORTUNITIES TO “WOW”
Branded champagne service, at the touch of a button, thanks to the internet of things
56
5. GO FOR THE EASY
WINS FIRST
5. GO FOR THE EASY WINS FIRST
58
5. GO FOR THE EASY WINS FIRST
“The only time we get together is when we meet with you”
Client comment to IDEO
59
5. GO FOR THE EASY WINS FIRST
60
Concepts like digital transformation and being disruptive are dangerous- too much,
too overwhelming = Potential paralysis
Uncover your customers expectations and meet them
Find the sweet spot on the journey
Find the pain points and the places you fail- fix them first
What can you manage?
What can you control?
What’s an easy point of collaboration?
FINALLY....
We have more choices, channels and opportunities than ever before and they are growing
every day, but it’s not about more, it’s about better
61
THE IDEAL EXPERIENCE TOOLKIT: COMPONENTS
1. STRATEGIC FOUNDATION TEMPLATES
(Brand Architecture, Brand Experience Guide, Customer Journey Maps)
2. BUSINESS VALUE IDEA EVALUATOR
3. THOUGHTFULNESS CHECKLIST
4. “WOW” OPPORTUNITY FINDER
(Journey analysis tool to identify areas of opportunity)
5. EASY WIN STARTER KIT
62
SUMMARY
Experience is the new proving ground for today’s brands
Be sure of your strategic foundation
Always think from the perspective of the individual user
Common sense, thoughtfulness and empathy are key
Understand expectations
Find opportunities to “Wow”
Go for the easiest wins first
63

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How to Obsess the Customer Experience

  • 1. HOW DO YOU OBSESS THE EXPERIENCE? LEARNINGS FROM BSSP/CONTAGIOUS- NOW/NEXT/WHY- JUNE 2015
  • 2. OUR PARTNER: CONTAGIOUS = COMMUNICATION FORESIGHT 2
  • 3. THE EVENT- JUNE 9TH- 150- PEOPLE SF’S GOLDEN GATE CLUB 3
  • 4. OUR SPEAKERS 4 Luxury travel agent Company communication tool Luxury bike apparel company Google’s Lab for the future of advertising
  • 5. RULES OF EXPERIENCE: MATT WATKINSON- AUTHOR AND CONSULTANT 5
  • 6. WORKSHOP: TENDERLOIN HIP 6 How do you create a terrible experience for drug dealers in the Tenderloin?
  • 8. WHY DOES EXPERIENCE MATTER?- IT’S SERVICE 8
  • 9. WHY DOES EXPERIENCE MATTER?- THE BUSINESS REALITY 9 It costs 5X more to acquire a new customer than to keep a current one
  • 10. WHY DOES EXPERIENCE MATTER? CUSTOMERS DEMAND IT 10
  • 11. WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO -EXPERIENCE = Any interaction, any place, any time 11
  • 12. WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO 12 “Talk less, do more” Tom Raith IDEO
  • 13. WHAT DOES EXPERIENCE MATTER? IT’S HOW YOUR BRAND PROVES YOURSELF 13
  • 14. WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER 14
  • 15. WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER 15
  • 16. WHY DOES EXPERIENCE MATTER? NEW EXPECTATIONS 16
  • 17. WHY DOES EXPERIENCE MATTER? WE LIKE THEM BETTER THAN PRODUCTS 17 Source: Cornell University- 2013
  • 18. HOW DO YOU OBSESS THE EXPERIENCE?
  • 19. HOW DO YOU OBSESS EXPERIENCE? 1. Build a Strategic Foundation 2. Experience Ideas Need to Have Real Business Value 3. Think Like a Human-Is the Experience Thoughtful? 4. Locate Opportunities to “Wow” through experience 5. Go for the easy wins first 19
  • 20. 1. BUILD A STRATEGIC FOUNDATION
  • 21. 1. BUILD A STRATEGIC FOUNDATION 21 “Understand the “why” and the “what” will follow” Matt Watkinson
  • 22. 1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF 22
  • 23. 1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF 23 Rapha’s Enemy Under Armour’s Boardroom
  • 24. 1. BUILD A STRATEGIC FOUNDATION- KNOW WHERE YOU’RE HEADED 24 https://vimeo.com/69062155
  • 25. 1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER 25 Everyone at Slack has to work in customer service
  • 26. 1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER 26 “Everyone who travels wants great stories”- Tom Marchant
  • 27. 1.BUILD A STRATEGIC FOUNDATION-KNOW YOUR CUSTOMER 27 Focus-The child is the customer, not the parent
  • 28. 1. BUILD A STRATEGIC FOUNDATION- KNOW THE JOURNEY 28
  • 29. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
  • 30. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS 1. Be clear about what you are trying to do 2. Understand how the idea contributes to the business 3. Is it about acquiring or retaining customers? 3. Identify and be clear about determining if the idea is about attention or experience -each type has a different value 30
  • 31. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS 31 Warby Parker’s Stores aren’t a vanity project They deliver the most sales/sq ft in retail after Apple
  • 32. 2.UNDERSTAND THE BUSINESS VALUE OF IDEAS 32 Sephora’s contouring app is like digital glue providing utility with user education, but also connecting users directly into the brand’s products, services and commerce
  • 33. 3. THINK LIKE A HUMAN
  • 34. 3. THINK LIKE A HUMAN- THINK ABOUT THEM 34 Are you really thinking about the user and how you can make their lives easier and better? Are you putting yourself in their shoes? Are you testing for potential frustrations? Are you thinking through all the steps? Think about how it’s going to make the user feel
  • 35. 3. THINK LIKE A HUMAN “We aren’t doing anything magical, we doing human things.” Anna Pickard-Slack 35
  • 36. 3. THINK LIKE A HUMAN 36 Slack’s welcome robot
  • 37. 3. THINK LIKE A HUMAN- BE THE “FIXER” 37
  • 38. 3. THINK LIKE A HUMAN- HOW DO YOU HELP? 38 “We (human beings) are engineered to save energy for survival.” Matt Watkinson
  • 39. 3. THINK LIKE A HUMAN-HOW CAN YOU HELP? 39 Rapha locates its stores close to cycling routes out of cities Cycle route out of NY
  • 40. 3. THINK LIKE A HUMAN- HOW CAN YOU HELP? 40
  • 41. 3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT 41
  • 42. 3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT 42 Maybe it’s better for a hotel to give a cookie when the guest leaves or has a problem, rather than when they arrive = Save the cookie for “peak moments”
  • 43. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL? 43 XX plays to 50--people- the audience walks out to the stage and the band is there to greet them
  • 44. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL? 44 The first connection many of Under Armour’s customers will have with the brand, is digital. How do they make it human?
  • 45. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL? 45 The brand knows the type of help you need
  • 47. 4. LOCATE OPPORTUNITIES TO “WOW” “People don’t know where they want to go, but they have a good idea of how they want to feel” Tom Marchant- Black Tomato 47
  • 48. 4. LOCATE OPPORTUNITIES TO “WOW” With a solid strategic foundation, you can find opportunities to create wow. Find moments when your customers are surprised because their expectations have been exceeded. But, “Wow” opportunities shouldn’t be the only things you do 48
  • 49. 4. LOCATE OPPORTUNITIES TO “WOW” 49
  • 50. 4. LOCATE OPPORTUNITIES TO “WOW” 50 EA knows that sports fans likes nothing better than to trash talk with friends during key moments in sports games, so they developed a creative system to help them
  • 51. 4. LOCATE OPPORTUNITIES TO “WOW” 51 “Sleep No More” is a radically new theater experience, but it’s all driven by people and place, not technology- the audience is at the center
  • 52. 4. LOCATE OPPORTUNITIES TO “WOW” 52 Mass Mutual created a space/experience and a program to help adults become financially literate
  • 53. 4. LOCATE OPPORTUNITIES TO “WOW” 53 Slack’s surprise as discoverable “wow”
  • 54. 4. LOCATE OPPORTUNITIES TO “WOW” 54 Rapha’s store as social cycling club
  • 55. 4. LOCATE OPPORTUNITIES TO “WOW” The advancing technological landscape creates obvious opportunities for those who are prepared to seek out and provide experiences that we’ve never had 55
  • 56. 4. LOCATE OPPORTUNITIES TO “WOW” Branded champagne service, at the touch of a button, thanks to the internet of things 56
  • 57. 5. GO FOR THE EASY WINS FIRST
  • 58. 5. GO FOR THE EASY WINS FIRST 58
  • 59. 5. GO FOR THE EASY WINS FIRST “The only time we get together is when we meet with you” Client comment to IDEO 59
  • 60. 5. GO FOR THE EASY WINS FIRST 60 Concepts like digital transformation and being disruptive are dangerous- too much, too overwhelming = Potential paralysis Uncover your customers expectations and meet them Find the sweet spot on the journey Find the pain points and the places you fail- fix them first What can you manage? What can you control? What’s an easy point of collaboration?
  • 61. FINALLY.... We have more choices, channels and opportunities than ever before and they are growing every day, but it’s not about more, it’s about better 61
  • 62. THE IDEAL EXPERIENCE TOOLKIT: COMPONENTS 1. STRATEGIC FOUNDATION TEMPLATES (Brand Architecture, Brand Experience Guide, Customer Journey Maps) 2. BUSINESS VALUE IDEA EVALUATOR 3. THOUGHTFULNESS CHECKLIST 4. “WOW” OPPORTUNITY FINDER (Journey analysis tool to identify areas of opportunity) 5. EASY WIN STARTER KIT 62
  • 63. SUMMARY Experience is the new proving ground for today’s brands Be sure of your strategic foundation Always think from the perspective of the individual user Common sense, thoughtfulness and empathy are key Understand expectations Find opportunities to “Wow” Go for the easiest wins first 63