In the Experience Economy, capturing the real customer experience is more important than ever. But the proliferation of digital technology has both multiplied and changed the nature of customer touchpoints, making this task more complex. In addition, recent thinking from behavioural economics tells us it is not always straightforward to get to a true understanding of our customers' experiences. The reasons people do things may be a mystery to themselves, let alone market researchers. In the talk I look at the shift in the customer landscape and our understanding of ourselves, before looking at practical ways to capture the real customer experience with examples from the nativeye insight platform.

1. Capturing the real
customer experience
Ben Claxton
Founder, nativeye
www.nativeye.com

2. Capturing the real
customer experience

3. Simple right?

4. Not so fast

5. Shift in…
customer landscape
+
the way we think about
ourselves

6. “Currently there are more Android
Ecosystem pic babies born.”
devices activated than
Channel boom!

7. Welcome to the digital ecosystem.

8. “Customer experience” as
the next wave of business
strategy

9. 40 years in the making…
“In theory, the brand and its products and services
should be designed to work in tandem; a brand’s
voice and promise should inform the products that
are built and the surrounding services that are
delivered to customers.”
Alvin Toffler, Future Shock

10. Customer landscape
Many more devices + touchpoints
Digital technology is woven in
On customers’ terms
Customer experience as competitive advantage

11. Now it gets tricky

12. Can we really know others?
(says Soren Kierkegaard 200 years ago)

13. Can we really others’
Knowing know ourselves?
experience
(says Daniel Kahneman pretty recently)

14. We are all Maggie Simpson
we think we are driving but we’re not.

15. Our brains: System 1 and System 2
brain pic
The experiencing self and the
remembering self.

16. “The conscious rational brain isn’t the Oval Office.
It’s actually the press office issuing explanations for
actions we’ve already taken.”
Rory Sutherland

17. What makes an
experience memorable?

18. Beginnings, endings &
emotional extremes

19. Believing is seeing
We see through the
lens of personal,
social and cultural
contexts.

20. Our collective memory
“Kodak reinvented photography and, arguably,
memory in the early twentieth century.”
Alison Winter

21. The science bit
It’s messy!
Strangers to ourselves
Memorable experiences
Beginnings, endings and extremes
Collective experience

22. So where does that leave
us?

23. Are our tools up to the task?
Passive & observed data
Surveys
Focus groups
Depth interviews
Ethnography
Eye trackers
Neurometrics

24. Neuro – cuts straight to emotional brain
but how practical for capturing your
customers’ experience?

25. Passive data collection
“Reality mining”
Good for behavioural mapping –
combine with other techniques for
context and emotion.

26. Metagigazetta billions of data points
Big Data
Predictive analysis?
Again, how good at context and
behaviour?

27. Life streaming

28. Google’s version…
A new frontier for market research?

29. Anxiety over privacy
"This application erodes any idea of privacy. If you
install this, then it is very likely that Facebook is
going to be able to track your every move, and
every little action.”
Om Malik on Facebook home

30. A caution – it’s possible to measure too
much. Something can be lost in the
process.
These are the stories – the narratives
attached to your brand or business –
and they are powerful.

31. Tourism is about helping
people construct stories
and collect memories.

32. 5 things for
capturing the
real customer
experience

33. 1. Get closer to the point of
experience

34. “As you get closer to the point of decision, there are
factors at work which never really appear in
conventional market research. They are contextual
factors, social factors”
Rory Sutherland, Ogilvy

36. 2. Always-on

38. 3. Capture the emotion

41. Emotion helps us and our colleagues
empathise and want to solve the
problem.
“Authenticity for me follows from the ability to put
oneself in the place of another, to relate to the other
because of a shared store of human experiences…”
Sherry Turkle, Alone Together

42. 4. Capture the context

43. Context shapes our experience.
It’s the lens through which we see your
business.

44. Images help to quickly paint the context…

45. I can point to what’s good

46. And what’s not

47. Show daily stresses…

48. …and things meaningful to me

49. Small things that make a big difference

50. Things that catch my attention

51. 5. Collaborate

52. Feedback doesn’t have to be one-way.
Allow customers to help you iterate your
experience.

53. And because endings are important…

54. You are all lovely people
ben@nativeye.com
www.nativeye.com
@benclaxton
@nativeye