Intro to the 7 essentials of customer experience


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Slides from my talk with @colfelt at design thinking drinks in November 2011 about 7 heuristics for good customer experience

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  • Ever tried to explain design thinking or Experience Design to someone at a cocktail party?We often struggle to explain to clients what makes up a customer experience.How we came to the 7 Essentials The 7 Essentials of Customer Centric Business What’s in it for you
  • One method we have used to COMMUNICATE customer experience, and a design VISION is an Experience Promise.This DEFINES what the experience “should be” according to research we’ve done with customers.TOUCHSTONE that can ground stakeholders in the user experience (fog of war).They are quite TANGIBLE for non-design oriented clients.But when we haven’t done one yet, it can be hard to explain what Customer Experience is all about.We’ve done a lot of them. After a while PATTERNS began to emerge.We extracted the basic elements that were true to various Experience Promises.
  • This resulted in the fundamentals of customer experience broken into a set of TENETS.This is an “OPEN SOURCE” project, which we want to GIVE to the design community to USE, to SHAPE and to run withThese can be used as HEURISTICS to measure experience, as well as to DESCRIBE what experience consists of.It’s a HIERARCHY which suggests that the bottom elements are more important than the top
  • In true ‘Design Thinking’ style, we have prototyped a few examples, but we need your help to refine the best solution!This is a WORK IN PROGRESSNow I’m going to talk about the essentials we boiled down form our experience in projectsWe’ll talk in detail about the FIRST TWO that we published articles on For the next five we’ll just tell you the gist and invite you to join the CONVERSATION
  • Queensland Floods: Suncorp Insurance recently disclosed that it's flood cover was indeed for all kinds of flood. Whereas many others shocked people when it became clear they had a variety of flood covers and many affected were not insured.Taxicabs in Australia are generally unpredictableMacDonalds is predictable“Predictability in UX can be defined as how much a user can successfully foresee the result of an interaction.”(Be consistent in how you deal with your customers. Help them feel safe and secure by giving them a consistent experience every time.)Associated withSafetyTrustReliabilityConsistencyImportant forProducts and services that deal with high stakes, e.g. Financial, Medical, AeronauticalExamplesLarge older banks are usually associated with itFacebooks handling of your personal data is unpredictableOften mixed with ideas of being conservative
  • Why it’s importantFor customersA sense of controlTrust and safetyReliabilityHow to measure it?Ask the right peopleStart at your call center. When predictability breaks down your call center staff is the emergency crew that handles it.Have support staff track the number of calls for the process in question and the overall reason for the call:Customer didn’t understand the product functions or features.Customer didn’t understand the process.Customer had unrealistic expectations of time and number of steps.Customer was surprised by the bill, cost, or fees.If a large volume of support calls fit the above issues, then there is likely a predictability problem to be addressed.How do you think about predictability when the outcome of your product and service is unpredictable?Limits Raising expectationsStifling innovation Reduced opportunity for delightful experiences
  • Buying a computer at the Apple Store is done in situ, on the floor, by one of the the many sales assistant. No queues or dealing with multiple people.Opposite experience with getting a phone at Telstra, which takes about 45mins to 1hrAmazon uses customer feedback to increase overall customer efficiencyHow much of their effort and time is involved in interacting with an organization.Every interaction with a customer should happen in the fewest steps possible.Associated withSpeedSeamlessnessSimplicityEffort savingImportant forProducts and services that require high speed and/or volume of interactionsExample
  • Transferring funds between bank accounts using a mobile phoneThe local 7-11 selling bus tickets near to the bus stopGoing to the post office to collect a parcel is NOTconvenientMake your product or service available to the customer at the time and place they need or want it.Associated with AccessibilityAlignment with other activitiesImportant forHighly competitive, commoditised propositions, e.g groceriesBusy people (who will pay a pay a premium for saved time)Examples
  • Virgin challenges the mobile, airlines, fitness and finance markets with fresh, open, youthful and impertinent toneiiNet challenges the traditional telcos with a quirky, fun image to differentiate from the established playersToyota has no personality and is notable as suchHave an essence - a tone that is conveyed in every interaction. It should convey who you are at your core.Customers like to identify – belonging to a group. Associated withBrandedToneCharacterImportant forWhen you are a challenger and you need attentionReaching for affirmation statusWhen needing to differentiate and make memorableWhen trying to communicate an experience quality, before someone interacts directlyMeasures
  • Your favorite coffee shop barista remembers your order, so you don't need to askColes supermarkets are impersonalDemonstrate at every opportunity that you know your customer as a person with preferences and previous interactions.Associated withCustomisedTailoredIntimateImportant forProducts and services wanting repeat business with the same customer, particularly cross-sell and up-sell greets you personally, knows what you like, makes recommendations, remembers your transaction historyPremium servicesExamples
  • Virgin has a "drunk text" guard functionXerox waste management helped their clients reduce their waste by helping clients consolidate with fewer printersZappos sends flowers when people are upsetMobile phone companies are the antithesis of advocacy, as they never upgrade you to a better value plan when they become available. They charge you for exceeding your cap, but don't warn you when it's approachingBe on the side of your customer, truly championing their best interest.Reciprocity... If you give me something, I feel I have to reciprocate. The short term altruism is usually driven by an objective to get long term loyalty.Associated withGuidingHelpfulEmpoweredEmpatheticApproachableImportant forWhen dealing in complexity and inexperienceWhen customers can expose themselves to harm by using your product or serviceMeasures:How much of your business relies on entrapment?
  • Your product or service should affirm your customers sense of self worth and identity.Associated withReflectionEgo bolsteringImportant forBuilding a loyalty and lifelong connection with your customerExamplesBMW makes its customers feel special during the sales and provisioning process... Tailor made, status updates, etc. The vehicle is engineered precisely and drives better than most - the feel of solidity and precision and quality.Holden drivers wouldn't be seen dead in a BMW, for them the "everyman car" affirms themAirlines allow customers to offset their carbon footprintVinnies makes people feel good about helping others while getting a bargainCigarettes used to be affirming and now are not. Society plays a part in qualifying affirming experiencesBuying petrol can be an unaffirming experience, if you believe in global warmingPoker machines are not a particularly affirming experience
  • UX is fluffy intangibleIt puts structure on fluffinessA shared framework of referenceMaking it from elusive to tangibleCX from optional to important
  • It goes beyond communicationWe can start making it measurable.Each criteria has their measuring sticksPuts a stake in the groundCan drive the direction and consensus forward
  • Think about how you provide a predictable experience with an intrinsically unpredictable service which is design thinking.What makes me think is client feedback on one of our projects...
  • Intro to the 7 essentials of customer experience

    1. 1. Essentials of Customer ExperienceCustomer Experience heuristics for business success
    2. 2. Experience Promises
    3. 3. The Essentials
    4. 4. Predictability
    5. 5. Predictability Patterns Mental models Consistency Process What I think I’ll get What you actually get Education Status Samples Controls
    6. 6. Efficiency
    7. 7. Efficiency CESFrom “Stop Trying to Delight Your Customers”, HBR, July-August 2010
    8. 8. Convenience
    9. 9. Personality
    10. 10. Personal
    11. 11. Advocacy
    12. 12. Affirming
    13. 13. What’s in it for you
    14. 14. A structureto communicate with
    15. 15. A system to measure “experience”
    16. 16. Improve the experience of design thinking
    17. 17. Join the conversation! DifferentSolutions/the-7-essentials-of-customer-experience
    18. 18. Better thinking. Better experiences. Better results. us: @DifferentUX, @colfelt, @madeinlafrance