Customer Experience: How To Survive In The 21st Century?

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User experience (UX) can differentiate a company from its competitors. Learn how to design a wonderful UX to help create an amazing customer experience.

Key points of this presentation:
- Gain a solid understanding of User Experience and it’s reach
- Assess your organization’s commitment to UX
- How to justify the value of UX and make it happen in your organisation
- Integrating usability with the project lifecycle
- Stages of organizational UX maturity

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  • ZazLamarr
  • DrNoriaki Kano
  • We can look at experiences with products and services like this…
  • Listen to them
  • Some will rant
  • Some will rave
  • We can use market research
  • We can follow what people are saying online
  • We can listen to them on social media
  • We can see what they do on our website through goal conversion tracking
  • We can be our own customer
  • We can go mystery shopping. Reading Room directors applied for jobs using fake identities and cvs to test our recruitment procedures.
  • User research does not mean asking people what they want
  • As Henry Ford, creator of the Model T, which popularised cars and made them available to almost everyone, famously said:
  • “If I had asked people what they wanted, they would have asked for a faster horse”
  • What he meant to say is that people’s imaginations are bound by what they already know, Their current situation and environment shape their expectation.
  • Alternatively, they might not ask for a faster horse, but let their imaginations go crazy and ask for the equivalent of a unicorn.
  • Or they may simply not know what they want. It becomes apparent that asking people for a solution is not a good idea.
  • So what is the way to innovation through user research then?Rather than asking users for solutions.
  • We consider the audience for your product, service, website or app
  • But the audiences go beyond the obvious, beyond current and potential customers. We look at all audiences. Regulators, onlookers, media, the competition, and so on
  • So how do we segment your audiences?
  • A tempting approach is to use demographics. You know, 25-34 year old females in urban areas.
  • In fact, we don’t care much about demographics. For research leading to innovation, we need to go beyond demographic segments and look at what’s known as psychographics.
  • For some of it, we can rely on existing research, like Forrester’s social psychographics.
  • To innovate for people you need to understand people
  • We care mostly about how people behave.
  • Behavioural data is always preferable to attitudinal data.
  • Personas
  • Develop scenarios and storyboards for how people live, work, and interact.
  • Use techniques like brainstorming…
  • …mind mapping…
  • …affinity diagramming…
  • …play-acting…
  • …or just good old-fashioned thinking hard about it
  • Sometimes innovation means taking a step back
  • Sometimes innovation means challenging orthodoxy
  • As will your second
  • And the one after that
  • Customer Experience: How To Survive In The 21st Century?

    1. 1. Customer Experience How to survive in the 21st Century
    2. 2. Meet the family
    3. 3. Manning Wins Top Award for Women in Technology Leadership Entrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
    4. 4. Experiences are about people
    5. 5. Experiences are about emotions
    6. 6. Experiences are shared
    7. 7. Social media = biggest soap box ever
    8. 8. Story time
    9. 9. Zappos A service company that happens to sell shoes • Free shipping both ways • 365-day return policy • Fast fulfilment, expedited delivery • 24/7 1-800 number on every page • Fast, friendly & expert customer service
    10. 10. Zappos’ success $0m $200m $400m $600m $800m $1,000m $1,200m Year0 Year1 Year2 Year3 Year4 Year5 Year6 Year7 Year8 Year9 Year 10: Acquisition by for $1.2bn
    11. 11. What makes a good customer experience?
    12. 12. Prof Noriaki Kano
    13. 13. Kano model axes
    14. 14. Kano model overview
    15. 15. Kano model Basic expectations
    16. 16. Basic expectations
    17. 17. Kano model Performance payoff
    18. 18. Performance payoff … …
    19. 19. Kano model Excitement generators
    20. 20. Surprise!
    21. 21. Nokia = great design style
    22. 22. Innocent juice = humour
    23. 23. Hay-Adams panda = quirk
    24. 24. But…
    25. 25. Kano model overview
    26. 26. Example Free Wifi
    27. 27. Fish swimming upstream
    28. 28. Keep swimming Basic expectations = hygiene factors. Perform poorly on these and you suffer. Performance payoffs = standard factors. The more you do, the more guests appreciate it. Excitement generators = wow factors. This is what will make you memorable. Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
    29. 29. Emotional journey
    30. 30. Booking
    31. 31. Improving the customer experience A methodical approach
    32. 32. Has personal significance Memorable, worth sharing Adapted from Stephen P. Anderson / poetpainter.com Easy to use, works like I think Can be used without difficulty Available and accurate Does what I need Hard to cross!
    33. 33. How to make a great user experience 1 Find out what to improve 2 Learn about your customers 3 Find out about touchpoints 4 Design the improved experience 5 Prototype, test, repeat
    34. 34. 1 Find out what to improve
    35. 35. We listen to social media conversations
    36. 36. We track analytics
    37. 37. How do we improve it?
    38. 38. Image credits: ideath (Flickr)
    39. 39. Image credits: Joe Shlabotnik (Flickr)
    40. 40. Image credits: andy101 (Worth1000)
    41. 41. Image credits: Jeff Gothelf
    42. 42. Image credits: cavstheblog.com
    43. 43. Image credits: milos milosevic (Flickr)
    44. 44. Image credits: Brandon Koger(Flickr)
    45. 45. 2 Learn about your customers
    46. 46. Image credits: Methos04 (Flickr)
    47. 47. Image credits: GlowPlug (Flickr)
    48. 48. 3 Find out about touchpoints
    49. 49. Image credits: GfK Group
    50. 50. Image credits: EduolimA, weegeebored, hundrednorth, pixalens (Flickr)
    51. 51. Image credits: OakleyOriginals (Flickr)
    52. 52. Customer touchpoints Touchpoints Core products /services Customer interactions Brand Marketing
    53. 53. Customer touchpoints Static • Products • Promotion • Collateral • Contracts Human • Sales • Service • Support • Word-of-mouth Interactive • Email • Website • Blogs • Social networks
    54. 54. 4 Design the improved experience
    55. 55. Image credits: jurvetson (Flickr)
    56. 56. Image credits: Kalsau (Flickr)
    57. 57. Image credits: Kalsau (Flickr)
    58. 58. Image credits: Paul englishpen (Flickr)
    59. 59. Image credits: Paul Mayne (Flickr)
    60. 60. Story time
    61. 61. Contact form with 11 fields
    62. 62. Contact form with 4 fields
    63. 63. +150% conversion rate 0 50 100 150 200 250 300 Original form Reduced form
    64. 64. Story time
    65. 65. The $300m button
    66. 66. Story time
    67. 67. Expedia
    68. 68. The $12m form field Name* Company Address* City* Country* Card number* Name on card* John Doe Citibank Singapore 8 Marina View Tower 1 Singapore
    69. 69. The $12m form field - article
    70. 70. Gamification
    71. 71. Gamification? Adding game mechanics like  Scores & Levels  Achievements / badges / reward systems  Leader boards to non-game activities to influence people to complete tasks they would otherwise not.
    72. 72. Gamification
    73. 73. Gamification
    74. 74. 5 Prototype, test, repeat
    75. 75. Image credits: HyperXP.com (Flickr)
    76. 76. Image credits: SAP
    77. 77. Image credits: Adobe
    78. 78. Image credits: Interfacematters.com
    79. 79. Image credits: jungleminds.com
    80. 80. Image credits: eekim (Flickr)
    81. 81. Image credits: matteopenzo (Flickr)
    82. 82. A/B testing: Refine your content, messaging and design
    83. 83. Understand people Design to their needs Test and refine
    84. 84. How to make a great user experience 1 Find out what to improve 2 Learn about your customers 3 Find out about touchpoints 4 Design the improved experience 5 Prototype, test, repeat
    85. 85. Tom Voirol Global Head of User Engagement Margaret Manning Group CEO

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