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The Customer View
Master Class for VU University, Amsterdam
Lea Ward, Creative Director 
January 22, 2014
Today
01 Learn to take a “customer view”
•  Create customer groups 
•  Use journey mapping

02 See how this translates int...
© Cnote 2014

Who’s Cnote?
We design products and services that add
meaning to the daily lives of customers.
Lea Ward
Creative director


Sophie Geel...
© Cnote 2014

Self-service transfer experience at Schiphol
to online

© Cnote 2014

The customer experience for Expresso
Tablet assisted sales at the Bijenkorf
Our vision
Investing in customer experience builds a
relationship of trust between company &
customer that pays out. 
Stoc...
Awards, publications and conferences
bla

bla

bla
© Cnote 2014

What is the “customer view”?
A company view
Lisa

Let’s take a company that
makes and sells women’s
clothing. 

Production




Their customers are
impo...
A company view

Start

?

Let’s take Lisa. She just got
engaged to an Englishman. She
is invited to London to meet her
pot...
© Cnote 2014

How can a company “get”
the customer view?
3. Visualize tomorrow’s
journey

2. Sketch today’s journey

4. Design the
experience

© Cnote 2014

1. Make customer group...
3. Visualize tomorrow’s
journey

2. Sketch today’s journey

4. Design the
experience

© Cnote 2014

1. Make customer group...
What are Customer Groups?
•  Customers with shared attitudes & needs vs. a service or product
•  Dynamic & flexible – custo...
For example
Target group

vs

Customer group


“If only I could
afford it, but for
now it’s a treat 
to visit”








Wom...
How to create Customer Groups
1.  Understand customer needs & attitudes 
2.  Find the key dimensions > axes
3.  Create & b...
1: Understand needs and attitudes
•  What’s the service you want groups for?
o 

The brand overall? 

o 

Or just shopping...
2: Select the key dimensions > axes
•  Do data & interviews suggest key criteria?
o 

Loyalty?

o 

Frequency?

o 

Approa...
For example, at a women’s fashion retailer, key
criteria are loyalty & reason to shop
Level of loyalty

Don’t really know ...
And we plot the Customer Groups on these criteria
“I buy here all the time”

	
  

Dress me!
(30%)

The
splurger
(10%)

Pa...
3: Create & bring Customer Groups to life
•  Fill them in, give them a size, and a name
•  Flesh them out 
o 

Characteris...
Bring groups to life:
Define key characteristics, attitude & needs
Customer groups - Women’s fashion retailer
“I buy here a...
Another example
Customer Groups for a Hospital Pharmacy
How serious is the disease

•  Must buy medicine from hospital 
• ...
3. Visualize tomorrow’s
journey

2. Sketch today’s journey

4. Design the
experience

© Cnote 2014

1. Make customer group...
© Cnote 2014

What is a customer journey?
© Cnote 2014

Is it going to
stop??

Wait

Getting from A to B by taxi
Source: taxibuscentrale.nl, fietsenplanplus.nl, thed...
Ugh….
2 people in
front of me

Wait

Call

© Cnote 2014

Is it going to
stop??

Getting from A to B by taxi
Source: taxibu...
Is it going to
stop??

Ugh….
2 people in
front of me

Wait

Call

Ride

© Cnote 2014

Yuck. The smell
of cigarettes!

Gett...
Is it going to
stop??

Ugh….
2 people in
front of me

Wait

Call

Ride

Is that right?
Have to find
Pay
 money…
my

© Cnote...
Look up
Source: Uber

© Cnote 2014

UBER: Not a taxi but a private driver

32
Look up
Source: Uber

Order

© Cnote 2014

UBER: Not a taxi but a private driver

33
Look up
Source: Uber

Order

Ride

© Cnote 2014

UBER: Not a taxi but a private driver

34
Look up
Source: Uber

Order

Ride

Pay

© Cnote 2014

UBER: Not a taxi but a private driver

35
With products that fit seamlessly … 

Bron: Uber

36
Spot on direct & social marketing …

Bron: Uber

37
Dialogue to involve the customer …

Bron: Uber

38
… and a pro-active approach to issues

Bron: Uber

39
© Cnote 2014

What do you want to know in a journey?
The journey(s)

Start

?

Klant

Shopping
journey

Flying
journey
Taxi journey

© Cnote 2014

Lisa’s life
Flight cancelled! 

Touchpoints

A
Airline

B
What
(doesn’t)
work?

© Cnote 2014

Lisa

What happens?

Emotions?
Needs?
Is...
© Cnote 2014

Observe & interview

Zelf ervaren
© Cnote 2014

Experience it yourself
Through
interviewing,
observing and
experiencing



Fill in today’s journey
Cancelled?
Oh no!

Lisa
Touchpoints

Another 4...
© Cnote 2014

Here’s the template we use
3. Visualize tomorrow’s
journey

2. Sketch today’s journey

4. Design the
experience

© Cnote 2014

1. Make customer group...
© Cnote 2014

What could it be?
© Cnote 2014

Look at
parallels
© Cnote 2014

Organize creative sessions
Fill in ideal journey

Lisa
Touchpoints

SMS

App

Social media




B



Airline

What is going on?



© Cnote 2014

A



...
3. Visualize tomorrow’s
journey

2. Sketch today’s journey

4. Design the
experience

© Cnote 2014

1. Make customer group...
Key issue for Lisa is luggage
and the rules on checking vs.
carry-on. This RyanAir email
puts emphasis on luggage up
front...
© Cnote 2014

Make sure things connect at right moment

54
foto: nu.nl 

© Cnote 2014

Make sure it works
3. Visualize tomorrow’s
journey

2. Sketch today’s journey

4. Design the
experience

© Cnote 2014

1. Make customer group...
?

Klant

Lisa’s life
© Cnote 2014

At the end of
the journey,
mom-in-law
approves,
and...

Start
© Cnote 2014

Lisa: “Yes I do!”
And for your own work?
01 Customer groups

What groups are relevant for
your business or service? 

02 Journey 

What do c...
For more tips & tools

Examples via Schmula blog

Pinterest Board

How To: Stanford D School
 Template via Design Thinkers...
Customer Experience Design

Lea Ward, Creative Director
@LeaRW
Lea@Cnote.nl

Sophie@Cnote.nl
+31 (0)6 11 774 803
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The Customer View

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A Master Class lecture at VU University in Amsterdam to help marketing and business students understand how to think about a business from the customer point of view. Includes tips and tools on how to make Customer Groups and Journeys.

Published in: Design, Business, Education
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The Customer View

  1. 1. The Customer View Master Class for VU University, Amsterdam Lea Ward, Creative Director January 22, 2014
  2. 2. Today 01 Learn to take a “customer view” •  Create customer groups •  Use journey mapping 02 See how this translates into businesses that work better © Cnote 2014
  3. 3. © Cnote 2014 Who’s Cnote?
  4. 4. We design products and services that add meaning to the daily lives of customers. Lea Ward Creative director Sophie Geelen Cnote: founded in 2006, 10 women, 1 man plus network of freelancers, offices in Amsterdam & Boston © Cnote 2014 CX Consultant
  5. 5. © Cnote 2014 Self-service transfer experience at Schiphol
  6. 6. to online © Cnote 2014 The customer experience for Expresso
  7. 7. Tablet assisted sales at the Bijenkorf
  8. 8. Our vision Investing in customer experience builds a relationship of trust between company & customer that pays out. Stock performance + 22% 0% for CX leaders Source: Forrester Research, Outside In, 2013. on average - 49% for CX laggards
  9. 9. Awards, publications and conferences bla bla bla
  10. 10. © Cnote 2014 What is the “customer view”?
  11. 11. A company view Lisa Let’s take a company that makes and sells women’s clothing. Production Their customers are important, and they circle around the company. Finance Design Marketing Tech Sales © Cnote 2014 They are organized via departments that focus on the designing, manufacturing and retailing of things like dresses.
  12. 12. A company view Start ? Let’s take Lisa. She just got engaged to an Englishman. She is invited to London to meet her potential mother-in-law. The right dress could make all the difference. She buys one, packs it in a suitcase so it doesn’t wrinkle, and takes a taxi to the airport. Klant On arrival she goes straight to dinner (changing at the airport) and – ideally– hits it off with her future mother-in-law. Lisa’s life The companies who understand her needs will be ones she does business with for life. © Cnote 2014
  13. 13. © Cnote 2014 How can a company “get” the customer view?
  14. 14. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
  15. 15. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
  16. 16. What are Customer Groups? •  Customers with shared attitudes & needs vs. a service or product •  Dynamic & flexible – customers move in and out of groups What are they used for? •  To determine customer strategy •  To give the customer a face for the organisation © Cnote 2014 •  To improve product & service design based on customer needs 16
  17. 17. For example Target group vs Customer group “If only I could afford it, but for now it’s a treat to visit” Women 49+, above normal income, working in healthcare Shoppers who buy during sale, and on special occasions buy full price. Love the pampering & exclusive feel of the experience. © Cnote 2014 17
  18. 18. How to create Customer Groups 1.  Understand customer needs & attitudes 2.  Find the key dimensions > axes 3.  Create & bring to life © Cnote 2014 4.  Check with front line staff, data 18
  19. 19. 1: Understand needs and attitudes •  What’s the service you want groups for? o  The brand overall? o  Or just shopping in-store? o  Or a new personal shopper service? •  Observe, ask, listen Interviews with customers o  Front line staff o  Observations o  Data analysis For example •  11 interviews with ‘experts’ (shop- and regional managers) •  147 observations and customer interviews © Cnote 2014 o  19
  20. 20. 2: Select the key dimensions > axes •  Do data & interviews suggest key criteria? o  Loyalty? o  Frequency? o  Approach to service (why and how they come)? o  Do on your own vs. prefer to have others do it for you? •  What do front-line staff / experts use in dealing with customers? •  Try it out – plot people you interviewed to see if clusters form © Cnote 2014 20
  21. 21. For example, at a women’s fashion retailer, key criteria are loyalty & reason to shop Level of loyalty Don’t really know this brand © Cnote 2014 “I want this” “I’m looking around” Focus in shopping “I buy here all the time” 21
  22. 22. And we plot the Customer Groups on these criteria “I buy here all the time”   Dress me! (30%) The splurger (10%) Passer-by (20%) Don’t really know this brand Wowdiscoverer (5%) © Cnote 2014 “I want this” Level of loyalty “I’m looking around” Focus in shopping Pantsseeker 5% Fashion connoisseur 25%
  23. 23. 3: Create & bring Customer Groups to life •  Fill them in, give them a size, and a name •  Flesh them out o  Characteristics? How would you recognize them? Biggest needs towards the service o  Opportunities? o  © Cnote 2014 •  Cross check with front-line staff and data 23
  24. 24. Bring groups to life: Define key characteristics, attitude & needs Customer groups - Women’s fashion retailer “I buy here all the time” Dress me! (30%)   •  Conscious about fashion and knows what she wants •  The FAN: Loves the feminine and easy to combine clothing •  Likes the uniqueness of the brand’s clothing •  Not familiar with fashion trends, or a bit uneasy with them •  Would also shop at small boutiques •  Assistants advise and give her affirmation Don’t really know it © Cnote 2014 “I want this” Fashion connoisseur 25% “I’m looking around” Focus in shopping Level of loyalty
  25. 25. Another example Customer Groups for a Hospital Pharmacy How serious is the disease •  Must buy medicine from hospital •  Long experience with hospital •  Have already had their medication explained by the nurse Shock! (2,5%) First time •  Now want to go home a.s.a.p. Captive customers (20%) •  Just heard that they’re sick •  Are looking for support •  Want an extensive explanation of their medication Mild © Cnote 2014 Very often How often at pharmacy Very serious
  26. 26. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
  27. 27. © Cnote 2014 What is a customer journey?
  28. 28. © Cnote 2014 Is it going to stop?? Wait Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 28
  29. 29. Ugh…. 2 people in front of me Wait Call © Cnote 2014 Is it going to stop?? Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 29
  30. 30. Is it going to stop?? Ugh…. 2 people in front of me Wait Call Ride © Cnote 2014 Yuck. The smell of cigarettes! Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 30
  31. 31. Is it going to stop?? Ugh…. 2 people in front of me Wait Call Ride Is that right? Have to find Pay money… my © Cnote 2014 Yuck. The smell of cigarettes! Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 31
  32. 32. Look up Source: Uber © Cnote 2014 UBER: Not a taxi but a private driver 32
  33. 33. Look up Source: Uber Order © Cnote 2014 UBER: Not a taxi but a private driver 33
  34. 34. Look up Source: Uber Order Ride © Cnote 2014 UBER: Not a taxi but a private driver 34
  35. 35. Look up Source: Uber Order Ride Pay © Cnote 2014 UBER: Not a taxi but a private driver 35
  36. 36. With products that fit seamlessly … Bron: Uber 36
  37. 37. Spot on direct & social marketing … Bron: Uber 37
  38. 38. Dialogue to involve the customer … Bron: Uber 38
  39. 39. … and a pro-active approach to issues Bron: Uber 39
  40. 40. © Cnote 2014 What do you want to know in a journey?
  41. 41. The journey(s) Start ? Klant Shopping journey Flying journey Taxi journey © Cnote 2014 Lisa’s life
  42. 42. Flight cancelled! Touchpoints A Airline B What (doesn’t) work? © Cnote 2014 Lisa What happens? Emotions? Needs? Issues?
  43. 43. © Cnote 2014 Observe & interview Zelf ervaren
  44. 44. © Cnote 2014 Experience it yourself
  45. 45. Through interviewing, observing and experiencing Fill in today’s journey Cancelled? Oh no! Lisa Touchpoints Another 4 hrs !? No Alternative Long lines Kiosk SMS Transfer Web App Social media B Fast response Rebooking Airline © Cnote 2014 A Dead-end road I assume they can help me
  46. 46. © Cnote 2014 Here’s the template we use
  47. 47. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
  48. 48. © Cnote 2014 What could it be?
  49. 49. © Cnote 2014 Look at parallels
  50. 50. © Cnote 2014 Organize creative sessions
  51. 51. Fill in ideal journey Lisa Touchpoints SMS App Social media B Airline What is going on? © Cnote 2014 A Emotions What is going on? Web Touchpoints Kiosk Transfer Per customer group
  52. 52. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
  53. 53. Key issue for Lisa is luggage and the rules on checking vs. carry-on. This RyanAir email puts emphasis on luggage up front and center. © Cnote 2014 Design the touchpoints based on customer needs 53
  54. 54. © Cnote 2014 Make sure things connect at right moment 54
  55. 55. foto: nu.nl © Cnote 2014 Make sure it works
  56. 56. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
  57. 57. ? Klant Lisa’s life © Cnote 2014 At the end of the journey, mom-in-law approves, and... Start
  58. 58. © Cnote 2014 Lisa: “Yes I do!”
  59. 59. And for your own work? 01 Customer groups What groups are relevant for your business or service? 02 Journey What do customers do today? Needs? Issues? Emotions? Hiccups? 03 Journey tomorrow 04 Design How does your service improve their journey? How to use this to attract customers? How to improve the proposition based on “customer view”? © Cnote 2014 today
  60. 60. For more tips & tools Examples via Schmula blog Pinterest Board How To: Stanford D School Template via Design Thinkers Contact us © Cnote 2014 How To : Adaptive Path 60
  61. 61. Customer Experience Design Lea Ward, Creative Director @LeaRW Lea@Cnote.nl Sophie@Cnote.nl +31 (0)6 11 774 803

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