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     Customer Experience Design
     Customer Experience               Design



                                       Idris Mootee
                                       www.mootee.typepad.com


First Presentation 2003 Updated 2007          2003 2007 Idris Mootee www.mootee.typepad.com
2




What is customer experience?




                                             Social connections
                     User Experience


                                                              Interactions
       Usability

                            Customer Experience

                                                             Customer Experience
     Customer Service



                                            Customer Relationships
                   Design


                              Advertising




                                                                  2003 2007 Idris Mootee www.mootee.typepad.com
3




New Paradigm in Marketing Management



       Product-Driven                  Customer Experience-Driven




            Customer
                                                Customer
             Value
                                                 Value



        Customer Relationships
             Management

                                             Interactions Design




                                                  2003 2007 Idris Mootee www.mootee.typepad.com
4




How is it different from services?



“experiences are as distinct
from services as services
are from goods.”




Joseph Pine & James Gilmore The Experience Economy




                                                     2003 2007 Idris Mootee www.mootee.typepad.com
5




Product Design as Customer Experience



                                                             IT adopted it …    The next stages
In the 90's                                                  in a limited way   are service design...
Design started
to become a
mega trend




                       In the 80's, IT was
                       engineering centred …
                       and it showed

                                        Business Actors

                                                                                                      .. and
                                                                                                      experience
                                                                                                      design.
                                                               MIT
                                  Jonathan
Design agencies                                   John
                                                               Medialab
                                  Ive @ Apple     Naisbitt

Source: Adapted from Gartner Research




                                                                                   2003 2007 Idris Mootee www.mootee.typepad.com
6




The Crossover of Business, Design and Technology



Crossing over of of business, technology & design will create a new strategic business
discipline within 5 years …. the Next Competitive Advantage!



                             • Internal specialist unit of IT hybrid
                               innovators
                                                                                         •Design && Architecture
                                                                                          •Design Architecture
                             • Work directly with vendor labs
                                                                                         should be part of your your
                             • 50 % of projects 'impossible'                             skills mix part of your your
                                                                                          should be
                                                                                          skills mix
                             • Budget 'not so much an issue'
                                                                                         • • Apply to service
                                                                                           Apply to service
                             • Projects aim to create magic                              not just product development
                                                                                          not just product development
                             • Purpose - to support the brand
                                                                                         • • Learn by experiment
                                                                                           Learn by experiment
                               experience                                                be prepared to accept failures
                                                                                          be prepared to accept failures
                                                                                         • • Seek the 'wow' factor
                                                                                           Seek the 'wow' factor
                                                                                          and learn to value it
                                                Technology enablers                        and learn to value it
                                                                           Wireless      • • Be multi-disciplinary value
                                                                                            Be multi-disciplinary value
    Processor                Processor       Graphics       Displays       devices       idea exchange, suppress
                                                                                           idea exchange, suppress
                                                                                         narrow minded derogatory
                                                                                         cultures minded derogatory
                                                                                           narrow
                 $                                                                         cultures
                                                     p                 q
                                        p                                        n
Source: Adapted from Gartner Research




                                                                                      2003 2007 Idris Mootee www.mootee.typepad.com
7




Customer Experience as Business Strategy




If you choose a high-value, high-cost strategy as
your basis of competition, the next question is…
How do you generate profitable and sustainable
innovation? Not only managing costs but also
managing imagination.




                                           2003 2007 Idris Mootee www.mootee.typepad.com
8




        Customer Experience is a Strategy to Shift Demand Curves




                                         Shifting the demand curve by
                                         customer experience design
             p

Price                                                               Demand for branded products
                                                                    with compelling customer
                                                                    experiences


                                                                        Demand for branded product
                                     s
                                                                  Demand for unbranded product


                                  Quantity (share)


                                                                         2003 2007 Idris Mootee www.mootee.typepad.com
9




What is Customer Experience?



                                     Mass Advertising
                    Marketing
                                     Direct Marketing / BTL
                    Communications


                                     Direct Face-to-Face (Pre and Post
                    Human
                                     Sales)
                    Interactions
                                     Through Other Communication
                    Design
                                     Channels (Pre and Post Sales)
Brand
                                     Product Experience
                    Product
                                     Product Identity
                    Design
                                     Product Image


                                     Web-based Interactions (remote)
                    Technology-
                    enabled          POS Interactions (in-store)
                    Interactions
                                     Mobile-based Interactions
                    Design
                                     Communities enabled by networks

                                                           2003 2007 Idris Mootee www.mootee.typepad.com
10




What is Customer Experience?




                               Core Product
                                or Service




                                           Customer
                       Brand
                                          Interactions
                      Marketing




                                                         2003 2007 Idris Mootee www.mootee.typepad.com
11




What is Customer Experience?




Customer experience design is taking the
customer views of the interactions to understand
the emotional bond between the brand and
customers. It requires a common understanding
of the customer journey, then align the company
actions to build emotional bonds.




                                         2003 2007 Idris Mootee www.mootee.typepad.com
12




What is Customer Experience?




It is the collective set of experiences…. on the web,
in store or even tiny little things that companies. It is
about understanding their unmet needs, wants,
capabilities and desires in a deeply contextual level.
And that leads to thoughtful and purposeful use of
technologies, communities and imageries.

                                             2003 2007 Idris Mootee www.mootee.typepad.com
13




Why Customer Experience?




……the answer is pretty simple. Customers
remember and value great experiences that
demonstrate deep understanding and respect
for their needs.

When companies learn how to deliver and
evolve differentiated experiences, they tend to
build strong, enduring customer relationships
and profitable businesses.

                                     2003 2007 Idris Mootee www.mootee.typepad.com
14




Questions To Ask




What do we embed “customer empathy” into
everything we do?

How do we create compelling cross-channel
experiences with customers and extended business
partners?

How do we create value from “customer
communities” and bring them into the value creation
process?

                                        2003 2007 Idris Mootee www.mootee.typepad.com
15




What is Customer Experience?




Prada



                               2003 2007 Idris Mootee www.mootee.typepad.com
16




What is Customer Experience?




LG


                               2003 2007 Idris Mootee www.mootee.typepad.com
17




What is Customer Experience?




Addidas


                               2003 2007 Idris Mootee www.mootee.typepad.com
18




What is Customer Experience?




Southwest


                               2003 2007 Idris Mootee www.mootee.typepad.com
19




What is Customer Experience?




Circuit City


                               2003 2007 Idris Mootee www.mootee.typepad.com
20




What is Customer Experience?




Apple



                               2003 2007 Idris Mootee www.mootee.typepad.com
21




What is Customer Experience?




Facebook


                               2003 2007 Idris Mootee www.mootee.typepad.com
22




What is Customer Experience?




Win a Cow Shop - Tokyo



                               2003 2007 Idris Mootee www.mootee.typepad.com
23




What is Customer Experience?




Nintendo



                               2003 2007 Idris Mootee www.mootee.typepad.com
24




    What is Customer Experience?




    Yahoo
·

                                   2003 2007 Idris Mootee www.mootee.typepad.com
25




What is Customer Experience?




Harley Davison

                               2003 2007 Idris Mootee www.mootee.typepad.com
26




What is Customer Experience?




Starbucks



                               2003 2007 Idris Mootee www.mootee.typepad.com
27




Why Customer Experience?




Design Transforms even the [Biggest]
Corporations! TARGET … “the
champion of America’s new design
democracy”(Time)




                            2003 2007 Idris Mootee www.mootee.typepad.com
28




Why Customer Experience?

Marketing becomes the ultimate social
practice of postmodern consumer culture, it
now plays an important role in giving meaning
to life through consumption.




                                  2003 2007 Idris Mootee www.mootee.typepad.com
29




Why Customer Experience?




“Design is treated like a religion at BMW.”
                                 Fortune Magazine




                                 2003 2007 Idris Mootee www.mootee.typepad.com
30




Why Customer Experience?




“We don’t have a good language to talk about this
kind of thing. In most people’s vocabularies, design
means veneer. … But to me, nothing could be
further from the meaning of design. Design is the
fundamental soul of a man-made creation.”


                 Steve Jobs, Apple Computers




                                               2003 2007 Idris Mootee www.mootee.typepad.com
31




Why Customer Experience?

Meaning does not necessary emanate from the
functional aspects of things. Consumer
experiences of what are seemingly objectives
properties are simply “Cultural Constructions”.




                                                         60
Idris Mootee, 60 Minute Brand Strategist




                                           2003 2007 Idris Mootee www.mootee.typepad.com
32




What is Customer Experience ?




It’s about interactions!




                                2003 2007 Idris Mootee www.mootee.typepad.com
33




What is Customer Experience ?



The design of real world and virtual spaces for
conversations and interactions?

Interactions to help customer to make informed
decisions?

Interactions with customer that build trust and
relationships?

Interactions that allow the customer to engage in a
dialogue?



                                            2003 2007 Idris Mootee www.mootee.typepad.com
34




Customer Experience Design




core design principles




                             2003 2007 Idris Mootee www.mootee.typepad.com
35




Customer Experience Principles




co-creation of value
Customer experience innovation is a bottom up
process, or ‘tags’ or ‘tag clouds’ (basically the
process of allowing users to create their own
taxonomies that feed a central ‘community
taxonomy). It means the product is not
consumed but created at the time of use
between the user and the system. Use the
experience of customers to create value.




                                                    2003 2007 Idris Mootee www.mootee.typepad.com
36




Customer Experience Principles




consistency
          The core idea is to make things more user
          friendly by means of aesthetic consistency of
          style and appearance There is also functional
          consistency in terms of meaning and action.
          Standards are required to drive both.




                                                          2003 2007 Idris Mootee www.mootee.typepad.com
37




Customer Experience Principles




observation
This includes ethnography, framing the
experience design problem in the context or
actual use, instead of asking what people
want, observing what they need. (Contextual
inquiry, observation, ethnography,
participatory design etc.)




                                              2003 2007 Idris Mootee www.mootee.typepad.com
38




Customer Experience Principles




expectation effect
This refers to ways in which
expectations affect perception and
behavior. When people are aware of a
probable outcome, their perceptions
and behavior are affected in many
ways. Expectation management is a
key part of customer experience
design and delivery.




                                       2003 2007 Idris Mootee www.mootee.typepad.com
39




Customer Experience Principles




exposure effect
            When stimuli are repeatedly
            presented and, as a result, are
            increasingly well liked and accepted.
            The strongest effect are seen with
            photos, meaningful words, simple
            shapes and smaller effects with icons
            and people.




                                                    2003 2007 Idris Mootee www.mootee.typepad.com
40




Customer Experience Principles




Hick’s law
It states that the time required to make a decision is a function of
the number of available options. The fewer the customers are
trained to perform time-critical procedures, train on the lowest
possible responses for a given scenario. This will minimize error
rates and drives users satisfaction.




                                                                    2003 2007 Idris Mootee www.mootee.typepad.com
41




Customer Experience Principles




hierarchy of needs
This principle specifies that a customer
experience feature must serve the low-level
needs, before the high-level needs can begin
to addressed.




                                               2003 2007 Idris Mootee www.mootee.typepad.com
42




Customer Experience Principles




immersion
             This is a state of metal focus so intense
             that awareness of the “real” world is lost,
             generally resulting in a moment of joy
             and satisfaction. Immersion can occur
             while working on a task, playing a game,
             reading a book. Example: a modified
             sense of time ( long hrs pass by in what
             seems like minutes )




                                                           2003 2007 Idris Mootee www.mootee.typepad.com
43




Customer Experience Principles




customer life cycle
             All customer experiences progress
             through stages of existence and
             understanding the implications of each
             allow us to understand customer
             unmet needs.




                                                      2003 2007 Idris Mootee www.mootee.typepad.com
44




Customer Experience Principles




products as nodes
   This is about making sure the
   experience design takes into account
   the wider context of use (other
   offerings, other customers), or the
   wider context of the offerings.
   Customers experience is an
   organizations output in one integrated
   space.




                                            2003 2007 Idris Mootee www.mootee.typepad.com
45




Customer Experience Principles




mapping
             This is about relationship about
             controls and their movements or
             effects. It is about increasing the ease
             of use. Good mapping is primarily a           HOME
             function of similarity of design, behavior
             and meaning




                                                          2003 2007 Idris Mootee www.mootee.typepad.com
46




Customer Experience Principles




Ockham’s razor
             Given a choice between
             functionality equivalent designs,
             the simplest is always preferred.
             The idea is unnecessary
             elements decrease efficiency and
             increase probability of
             unanticipated consequences.




                                                 2003 2007 Idris Mootee www.mootee.typepad.com
47




Customer Experience Principles




storytelling
    This is about creating imageries,
    emotions and understanding
    through sharing of stories with an
    audience. Story telling is powerful
    when enhanced through
    extended communities through
    the power of the networks.




                                          2003 2007 Idris Mootee www.mootee.typepad.com
48




Customer Experience Principles




progressive disclosure
       An effective approach for managing
       information complexity in which only
       the necessary or requested is
       displayed at any given time. Making
       it easy for customer is often a big
       part of customer experience.




                                              2003 2007 Idris Mootee www.mootee.typepad.com
49




Customer Experience Principles




Von Restorff effect
        This is about increased likelihood
        of remembering unique or
        distinctive events . Different in
        experience occur when something
        is noticeably different from past
        experience.




                                             2003 2007 Idris Mootee www.mootee.typepad.com
50




The Customer Experience Design Journey


The customer experience innovation journey is
a nonlinear cycle of divergent and convergent
activities that may repeat over time and at
different organizational levels and both ideas
and resources are required to renew the cycle.



This is the future of marketing.



                                         2003 2007 Idris Mootee www.mootee.typepad.com
51




Danke
Gracias
Merci
Thank you
Grazie      www.mootee.typepad.com




                      2003 2007 Idris Mootee www.mootee.typepad.com

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Customer Experience Design Talk Idris Mootee

  • 1. 1 Customer Experience Design Customer Experience Design Idris Mootee www.mootee.typepad.com First Presentation 2003 Updated 2007 2003 2007 Idris Mootee www.mootee.typepad.com
  • 2. 2 What is customer experience? Social connections User Experience Interactions Usability Customer Experience Customer Experience Customer Service Customer Relationships Design Advertising 2003 2007 Idris Mootee www.mootee.typepad.com
  • 3. 3 New Paradigm in Marketing Management Product-Driven Customer Experience-Driven Customer Customer Value Value Customer Relationships Management Interactions Design 2003 2007 Idris Mootee www.mootee.typepad.com
  • 4. 4 How is it different from services? “experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore The Experience Economy 2003 2007 Idris Mootee www.mootee.typepad.com
  • 5. 5 Product Design as Customer Experience IT adopted it … The next stages In the 90's in a limited way are service design... Design started to become a mega trend In the 80's, IT was engineering centred … and it showed Business Actors .. and experience design. MIT Jonathan Design agencies John Medialab Ive @ Apple Naisbitt Source: Adapted from Gartner Research 2003 2007 Idris Mootee www.mootee.typepad.com
  • 6. 6 The Crossover of Business, Design and Technology Crossing over of of business, technology & design will create a new strategic business discipline within 5 years …. the Next Competitive Advantage! • Internal specialist unit of IT hybrid innovators •Design && Architecture •Design Architecture • Work directly with vendor labs should be part of your your • 50 % of projects 'impossible' skills mix part of your your should be skills mix • Budget 'not so much an issue' • • Apply to service Apply to service • Projects aim to create magic not just product development not just product development • Purpose - to support the brand • • Learn by experiment Learn by experiment experience be prepared to accept failures be prepared to accept failures • • Seek the 'wow' factor Seek the 'wow' factor and learn to value it Technology enablers and learn to value it Wireless • • Be multi-disciplinary value Be multi-disciplinary value Processor Processor Graphics Displays devices idea exchange, suppress idea exchange, suppress narrow minded derogatory cultures minded derogatory narrow $ cultures p q p n Source: Adapted from Gartner Research 2003 2007 Idris Mootee www.mootee.typepad.com
  • 7. 7 Customer Experience as Business Strategy If you choose a high-value, high-cost strategy as your basis of competition, the next question is… How do you generate profitable and sustainable innovation? Not only managing costs but also managing imagination. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 8. 8 Customer Experience is a Strategy to Shift Demand Curves Shifting the demand curve by customer experience design p Price Demand for branded products with compelling customer experiences Demand for branded product s Demand for unbranded product Quantity (share) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 9. 9 What is Customer Experience? Mass Advertising Marketing Direct Marketing / BTL Communications Direct Face-to-Face (Pre and Post Human Sales) Interactions Through Other Communication Design Channels (Pre and Post Sales) Brand Product Experience Product Product Identity Design Product Image Web-based Interactions (remote) Technology- enabled POS Interactions (in-store) Interactions Mobile-based Interactions Design Communities enabled by networks 2003 2007 Idris Mootee www.mootee.typepad.com
  • 10. 10 What is Customer Experience? Core Product or Service Customer Brand Interactions Marketing 2003 2007 Idris Mootee www.mootee.typepad.com
  • 11. 11 What is Customer Experience? Customer experience design is taking the customer views of the interactions to understand the emotional bond between the brand and customers. It requires a common understanding of the customer journey, then align the company actions to build emotional bonds. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 12. 12 What is Customer Experience? It is the collective set of experiences…. on the web, in store or even tiny little things that companies. It is about understanding their unmet needs, wants, capabilities and desires in a deeply contextual level. And that leads to thoughtful and purposeful use of technologies, communities and imageries. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 13. 13 Why Customer Experience? ……the answer is pretty simple. Customers remember and value great experiences that demonstrate deep understanding and respect for their needs. When companies learn how to deliver and evolve differentiated experiences, they tend to build strong, enduring customer relationships and profitable businesses. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 14. 14 Questions To Ask What do we embed “customer empathy” into everything we do? How do we create compelling cross-channel experiences with customers and extended business partners? How do we create value from “customer communities” and bring them into the value creation process? 2003 2007 Idris Mootee www.mootee.typepad.com
  • 15. 15 What is Customer Experience? Prada 2003 2007 Idris Mootee www.mootee.typepad.com
  • 16. 16 What is Customer Experience? LG 2003 2007 Idris Mootee www.mootee.typepad.com
  • 17. 17 What is Customer Experience? Addidas 2003 2007 Idris Mootee www.mootee.typepad.com
  • 18. 18 What is Customer Experience? Southwest 2003 2007 Idris Mootee www.mootee.typepad.com
  • 19. 19 What is Customer Experience? Circuit City 2003 2007 Idris Mootee www.mootee.typepad.com
  • 20. 20 What is Customer Experience? Apple 2003 2007 Idris Mootee www.mootee.typepad.com
  • 21. 21 What is Customer Experience? Facebook 2003 2007 Idris Mootee www.mootee.typepad.com
  • 22. 22 What is Customer Experience? Win a Cow Shop - Tokyo 2003 2007 Idris Mootee www.mootee.typepad.com
  • 23. 23 What is Customer Experience? Nintendo 2003 2007 Idris Mootee www.mootee.typepad.com
  • 24. 24 What is Customer Experience? Yahoo · 2003 2007 Idris Mootee www.mootee.typepad.com
  • 25. 25 What is Customer Experience? Harley Davison 2003 2007 Idris Mootee www.mootee.typepad.com
  • 26. 26 What is Customer Experience? Starbucks 2003 2007 Idris Mootee www.mootee.typepad.com
  • 27. 27 Why Customer Experience? Design Transforms even the [Biggest] Corporations! TARGET … “the champion of America’s new design democracy”(Time) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 28. 28 Why Customer Experience? Marketing becomes the ultimate social practice of postmodern consumer culture, it now plays an important role in giving meaning to life through consumption. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 29. 29 Why Customer Experience? “Design is treated like a religion at BMW.” Fortune Magazine 2003 2007 Idris Mootee www.mootee.typepad.com
  • 30. 30 Why Customer Experience? “We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs, Apple Computers 2003 2007 Idris Mootee www.mootee.typepad.com
  • 31. 31 Why Customer Experience? Meaning does not necessary emanate from the functional aspects of things. Consumer experiences of what are seemingly objectives properties are simply “Cultural Constructions”. 60 Idris Mootee, 60 Minute Brand Strategist 2003 2007 Idris Mootee www.mootee.typepad.com
  • 32. 32 What is Customer Experience ? It’s about interactions! 2003 2007 Idris Mootee www.mootee.typepad.com
  • 33. 33 What is Customer Experience ? The design of real world and virtual spaces for conversations and interactions? Interactions to help customer to make informed decisions? Interactions with customer that build trust and relationships? Interactions that allow the customer to engage in a dialogue? 2003 2007 Idris Mootee www.mootee.typepad.com
  • 34. 34 Customer Experience Design core design principles 2003 2007 Idris Mootee www.mootee.typepad.com
  • 35. 35 Customer Experience Principles co-creation of value Customer experience innovation is a bottom up process, or ‘tags’ or ‘tag clouds’ (basically the process of allowing users to create their own taxonomies that feed a central ‘community taxonomy). It means the product is not consumed but created at the time of use between the user and the system. Use the experience of customers to create value. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 36. 36 Customer Experience Principles consistency The core idea is to make things more user friendly by means of aesthetic consistency of style and appearance There is also functional consistency in terms of meaning and action. Standards are required to drive both. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 37. 37 Customer Experience Principles observation This includes ethnography, framing the experience design problem in the context or actual use, instead of asking what people want, observing what they need. (Contextual inquiry, observation, ethnography, participatory design etc.) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 38. 38 Customer Experience Principles expectation effect This refers to ways in which expectations affect perception and behavior. When people are aware of a probable outcome, their perceptions and behavior are affected in many ways. Expectation management is a key part of customer experience design and delivery. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 39. 39 Customer Experience Principles exposure effect When stimuli are repeatedly presented and, as a result, are increasingly well liked and accepted. The strongest effect are seen with photos, meaningful words, simple shapes and smaller effects with icons and people. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 40. 40 Customer Experience Principles Hick’s law It states that the time required to make a decision is a function of the number of available options. The fewer the customers are trained to perform time-critical procedures, train on the lowest possible responses for a given scenario. This will minimize error rates and drives users satisfaction. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 41. 41 Customer Experience Principles hierarchy of needs This principle specifies that a customer experience feature must serve the low-level needs, before the high-level needs can begin to addressed. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 42. 42 Customer Experience Principles immersion This is a state of metal focus so intense that awareness of the “real” world is lost, generally resulting in a moment of joy and satisfaction. Immersion can occur while working on a task, playing a game, reading a book. Example: a modified sense of time ( long hrs pass by in what seems like minutes ) 2003 2007 Idris Mootee www.mootee.typepad.com
  • 43. 43 Customer Experience Principles customer life cycle All customer experiences progress through stages of existence and understanding the implications of each allow us to understand customer unmet needs. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 44. 44 Customer Experience Principles products as nodes This is about making sure the experience design takes into account the wider context of use (other offerings, other customers), or the wider context of the offerings. Customers experience is an organizations output in one integrated space. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 45. 45 Customer Experience Principles mapping This is about relationship about controls and their movements or effects. It is about increasing the ease of use. Good mapping is primarily a HOME function of similarity of design, behavior and meaning 2003 2007 Idris Mootee www.mootee.typepad.com
  • 46. 46 Customer Experience Principles Ockham’s razor Given a choice between functionality equivalent designs, the simplest is always preferred. The idea is unnecessary elements decrease efficiency and increase probability of unanticipated consequences. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 47. 47 Customer Experience Principles storytelling This is about creating imageries, emotions and understanding through sharing of stories with an audience. Story telling is powerful when enhanced through extended communities through the power of the networks. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 48. 48 Customer Experience Principles progressive disclosure An effective approach for managing information complexity in which only the necessary or requested is displayed at any given time. Making it easy for customer is often a big part of customer experience. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 49. 49 Customer Experience Principles Von Restorff effect This is about increased likelihood of remembering unique or distinctive events . Different in experience occur when something is noticeably different from past experience. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 50. 50 The Customer Experience Design Journey The customer experience innovation journey is a nonlinear cycle of divergent and convergent activities that may repeat over time and at different organizational levels and both ideas and resources are required to renew the cycle. This is the future of marketing. 2003 2007 Idris Mootee www.mootee.typepad.com
  • 51. 51 Danke Gracias Merci Thank you Grazie www.mootee.typepad.com 2003 2007 Idris Mootee www.mootee.typepad.com