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How to delight customers? Like Minds conference, 28-29 October 2010, Exeter UK

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How to delight customers? Like Minds conference, 28-29 October 2010, Exeter UK

How to delight customers? Applying research and sharing some lessons from our work on Windows Phone 7.

Presented at a workshop at the Like Minds conference, 28-29 October 2010, Exeter, UK.

How to delight customers? Applying research and sharing some lessons from our work on Windows Phone 7.

Presented at a workshop at the Like Minds conference, 28-29 October 2010, Exeter, UK.

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How to delight customers? Like Minds conference, 28-29 October 2010, Exeter UK

  1. 1. how to delight customers? Lessons from our work on Windows Phone 7Oded Ran Head of Consumer Marketing, Windows Phone UK
  2. 2. how to delight customers? Lessons from our work on Windows Phone 7Oded Ran Head of Consumer Marketing, Windows Phone UK Oded Ran @odedran #wp7
  3. 3. Things we’ll speak about today  Understand for whom you design your products or services. Change course, if needed.  Review research about customer satisfaction and happiness: why it matters, and what drives it.  Share lessons from our work on Windows Phone 7.  Practice these models on the products or services you’re working on. Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  4. 4. Who am I  Product person that does marketing  Marketing person that does product  I love managing and launching consumer mobile products.  I worked in the UK, US and Israel.  I like films, foreign languages, traveling and cats. Not necessarily in that order  Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  5. 5. Brief history of time Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  6. 6. Brief history of time Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  7. 7. Brief history of time Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  8. 8. Brief history of time Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  9. 9. Brief history of time Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  10. 10. Who did we design our product for? Network operator Phone manufacturer Microsoft / Windows Developers All, other or no-one End userDesignEnterprises Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  11. 11. Network operator Phone manufacturer Microsoft / Windows Developers All, other or no-one End userDesignEnterprises What came first? Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  12. 12. Windows Mobile Developers All, other or no-one End userDesignEnterprises Network operator Phone manufacturer Microsoft / Windows Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  13. 13. Who do they design their product or service for? Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  14. 14. Who do they design their product or service for? Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  15. 15. Who do they design their product or service for? Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  16. 16. Who do you design your products or services for? Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  17. 17. CHANGING DIRECTION “If you do not change direction, you may end up where you are heading”. - Lao Tzu
  18. 18. Network operator Phone manufacturer Microsoft / Windows Developers EnterprisesEnd userDesign No one really End user Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter Who should we design for?
  19. 19. So who’s our end user? total market opportunity people who will buy smartphones measuring total market opportunity at time of launch persona representational user & muse of the brand portrays richness of experience and aspirational qualities addressable market people who could buy it measuring market potential target customer people whom we will build for and market to a lens of focus for value prop based on market data Life Maximizers
  20. 20. Targeting “Life Maximizers”
  21. 21. Targeting “Life Maximizers”
  22. 22. Who we design for: Anna & Miles Anna Part time PR professional and busy mum “My life is a balancing act between work, family, friends, and my own personal needs.” Miles Growing his own architectural business “I love running my life real-time so I can take advantage of whatever is inspiring me…whether it’s a new project, a pick up game or a stolen moment with Anna.”
  23. 23. Before we continue: Why should we care if Anna & Miles are happy?
  24. 24.  Research tells us that…
  25. 25. …customer satisfaction do drive higher ROI and excess shareholder value  $£€ Sources: Fornell et al., 2006; Fornell, Mithas, & Morgeson, 2009; Wang & Zhao, 2009; Tuli & Bharadwaj, 2009; Matzler et al., 2005; Gupta & Zeithaml, 2006; Aksoy et al., 2008.
  26. 26. Happy customers are also shown to  Talk to more people about their positive experience  Become repeat customers  Pay more or purchase more  Stay loyal to your brand  Drive marketing for you  Provide useful feedback  Safeguard your brand against unhappy customers
  27. 27. The $1bn question: What makes us happy?
  28. 28. What makes us happy? Autonomy feeling that your activities are self-chosen Sources: Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social Psychology Bulletin, 26 (4), p. 419-435. Hunt, T. (2008). Happiness as Your Biz Model. Retrieved from http://slidesha.re/d680AW. Competence feeling that you are effective in your activities Relatedness feeling understood and appreciated
  29. 29. Autonomy
  30. 30. Autonomy  Feeling in control of one’s surroundings  Understanding one’s own resilience  Feeling of agency  Empowerment
  31. 31. Autonomy Lessons from Windows Phone 7
  32. 32. How to create feelings of autonomy?  Give people tools to personalize their experiences  Build tools that democratize previously inaccessible industries  Offer clear and attractive choices  Be open and transparent  Don’t lock people in
  33. 33. How would you create feelings of autonomy in your product/service?
  34. 34. Competence
  35. 35. Competence  Confidence in one’s abilities and strengths  Feedback from others on one’s performance  Learning and growing skills  Self-actualization  Doing meaningful work  Getting into flow
  36. 36. Competence Lessons from Windows Phone 7
  37. 37. How to create feelings of competence?  build consecutive levels of achievement into the experience  don’t talk down to your customer  plant ‘easter eggs’  create simple entry point to more complex systems  allow ways for mentors to interact with newbies (create rewards)
  38. 38. How would you create feelings of competence in your product/service?
  39. 39. Relatedness
  40. 40. Relatedness  Feeling understood and appreciated  A sense of closeness with others  Talking about things that matter  Hanging out with others  Doing pleasant, fun things  Avoiding self-consciousness
  41. 41. Relatedness Lessons from Windows Phone 7
  42. 42. How to create feelings of relatedness?  Design simple ways for customers to share  Build in multiple ways for customers to interact  Create experiences that meet customers’ offline lives  Have many collaborative experiences
  43. 43. How would you create feelings of relatedness in your product/service?
  44. 44. Summary  Design for the end-user  Autonomy Personalization, transparency, openness, empowerment  Competence Self-learning, confidence, Easter eggs, discoverability  Relatedness Sharing, closeness, experiences connected to one’s life  Buy a Windows Phone  Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
  45. 45. Further reading  Hunt, T. (2007). Happiness as Your Business Model. Retrieved from http://slidesha.re/d680AW and http://slidesha.re/10UdVH. Two great presentations which form the basis for this presentation.  Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social Psychology Bulletin, 26 (4), p. 419-435. The foundation for many of the ideas in this presentation.
  46. 46. Photo credits  Flickr (under creative commons):  http://www.flickr.com/photos/seandreilinger/959 864706/sizes/o/in/photostream/  http://www.flickr.com/photos/beta_karel/170789 927/  http://www.flickr.com/photos/mariaclarah/87631 1928/
  47. 47. how to delight customers? Oded Ran @odedran #wp7
  48. 48. Thank you!

Editor's Notes

  • The painful process that is involved in changing priorities:
    Effect on network operators and phone manufacturers
    Effect on other Microsoft product and employees
    Effect on developers who have to re-write apps
    Effect on enterprises which deployed the software

    The decision is not a clear one:
    - Who comes first in BlackBerry? In Apple? In Android?
  •  WP7 demo:
    Start screen (Personalize the start screen, pinning items) vs can't make it yours (sea of icons; show how people to personalize using key rings, etc.)
    Your pictures, your music, your friends, your Xbox avatar
    Me Tile (Share FB status easily)
    Themes (black/white)
    Choice of phones (w/keyboard, w/o, etc.) vs Me-too design of other phones
    Pocket to picture, even when phone is locked
    Find My Phone

    Keyboard emoticons

     
  • WP7 demo:
     
    Clean UI - no chrome, minimum things to learn
    Elements of design: cropped text
    Touch, Motion and Sound design
    Simple out-of-box-experience
    Multiple levels of discoverability
    Music & Video Hub (explore music easily)
    Bing search demo (simple solution to complex problems, easter eggs in Open Hours, Nearby, and automatic switch to Aerial Mode)
    Email and calendar conflict, “I’ll be late”
    Clear error messages + brand guidelines on that
    Consistent UX across hardware
    Sync over WiFi (first time you use Zune)
    Marketing: VIP program / Backstage
     
  • WP7 demo:
    People Hub (Recent contacts, Profile Pictures, What's New)
    Personal & Work calendars
    Pictures Hub (pictures from wherever) vs Can't access pictures unless their on the phone
    Office collaboration: edit on the go and share
    Marketing: dialog with WP team (Twitter/FB/Blogs)
    Live tiles updates: Train Travel, Weather bug and MSN Celebrities vs 23 degrees and sunny
     

     

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