1. Jeofrey Bean ‐ Principal
Jeof Bean | Principal | Del Mar Research & Consulting, LLC | DelMarResearch.com |
JBean@DelMarResearch.com | 858‐334‐9266
The Customer Experience Advantage
What do NetFlix, Flip Video and Apple know that you may not?
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What is customer experience?
Prospects and customers experiences with your company’s
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People, Process & Technology
What is user experience (UX) experience?
What is user experience (UX) experience?
User experience encompasses all aspects of the end‐user's
interaction with the company, its services, and its products.”
–Nielsen Norman Group
Nielsen Norman Group

2. “We believe Apple's soup‐to‐nuts model of integrated
We believe Apple s soup to nuts model of integrated
hardware, software, and application distribution is the key to
the iPhone's success. It allows Apple complete control over
the user experience.
th i
The elegance of the iPhone's user experience has attracted a
multitude of users with more than 33 million units.
The growth in users has in turn brought software developers to
The growth in users has in turn brought software developers to
the platform, and most importantly, developers are making
money selling applications. 100,000 applications, a far larger
library than competing platforms “ January 28, 2010
lib th ti l tf “ J 28 2010

3. Market changing customer experience with a product‐service hybrid
They understood the wants and needs of customers through the whole
experience process in the context of the market environment.
They altered the game board, redefined value and forced competitors to
change or spiral down / go away. It’s easy to drop the price, it’s easy to
throw in more features, and it is not easy to create, execute or compete
with a well honed customer and user experience.
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A special agreement with the post office gives quick delivery.
Their web site is part of the pre and post purchase process, market
monitoring too!
it i t !
Web‐streaming service under development: complexity, limited titles,
timing of fresh content challenges

4. Who is Pure Digital Technologies? Why should you care?
Creating a new market segment, 17% share, and new revenues, in Sony’s old
market, w/21% share in decline
They mastered the voice of the prospect and intelligence about the market environment.
The main value drivers were record, connect and share, quickly and easily. Not a lot of
tools. Not extra software. Customers want to upload to YouTube and share with family and
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friends, quickly, easily.
Developing bankable value with customer and user experience
Last March, Cisco announced that it would pay approximately $590 million in stock and $15
Last March, Cisco announced that it would pay approximately $590 million in stock and $15
million in retention‐based equity incentives for continuing employees, in exchange for all
the shares of Pure Digital.

5. The customer and user experience advantage ‐
Successful SoCal companies that have used all or part
of the following process
of the following process

6. Market aligned customer experience – development steps
©Bean & Van Tyne 2008‐2010
©Bean & Van Tyne 2008‐2010
From qualitative and quantitative information to design specifications to market
Product
Specific forward Go to market Pricing
looking decisions Distribution
Communication
1 Specific 2 Specify 3 Customer 4 Voice of 5 Personas 6 Design- 7 Test w/ To market-
market market descriptions those customers Wireframes users to Measure
descriptions segments (detailed) customers and users Prototypes validate $ % t
Secondary customers, users,
reports / Intell, V oC, influencers
Subject matter
experts , Experience,
Customer input
Offe r in
Dr /
context of Admin CEO Manager Scientist Student
m ar ke t(s) Nurse

7. Jeof Bean | Principal | Del Mar Research & Consulting, LLC | DelMarResearch.com |
JBean@DelMarResearch.com | 858‐334‐9266
Del Mar Research & Consulting specializes in increasing client growth, while decreasing
the uncertainty and costs of product development and marketing. Jeof’s 20+ years of
experience spans from small innovative technology companies to large successful
organizations like ComplianceMAX, ProMedia Wireless, I Drive Safely, LLC, LPL Financial,
AT&T / Bell Labs and Quest Diagnostics. He has an M.S. in Business Management, a B.S.
in Psychology / Marketing and has served as Adjunct Professor of Business Management
and Marketing, Centenary College. Jeof is on the Board of Directors of the San Diego
and Marketing Centenary College Jeof is on the Board of Directors of the San Diego
Software Industry Council's (SDSIC) User Experience Group and User Experience expert
review panel; author of several marketing, business and product development articles;
and a frequent guest speaker.