SlideShare a Scribd company logo
hello
!
Note: innovation vouchers and 

marketing grants available
Part 1
!
The value of knowing your 	

Customer’s Experience	

!
Rarely do consumers get 	

what they want or need; consumers 

get what they are offered	

!
Understand their outspoken needs	

!
Live with the customer
!
Imagine… 	

Imagine if services and business
listened to their customers.	

…and did something to change 

things for the good.	

customer service stories
Are we too occupied in our own businesses that we 	

fail to see what the picture looks like from outside?
“...one eye on your customer, 	

one eye on your business” 	

!
Sahar Heshemi
Customers are unreliable and changeable, have 

high expectations and are on facebook!	

Your customer experience is rated	

!
“The customer is always right” ???	

The customer point of view
stories about your customers
“what can I do for you to put it right?”
Customers are unreliable and changeable, have 

high expectations and are on facebook!	

!
“The customer is always right” ???	

The customer point of view
stories about your customers
“what can I do for you to put it right?”
If customers have a better understanding of your service, 	

it can result in increased customer appreciation for
the value of the service.
the value of service
The customer point of view
What does your customer have go through
to get to your service and business?	

What prevents them from making a
purchase or placing an order?	

What would make it easier and 

better for them?
people like choices (website registration)
!
What do your customers think about 	

YOUR product and service?
!
"Supposing is good, but finding out is better.”	

MarkTwain
Workshop exercise
!
!
Why ‘design’ service?
!
We will try qualitative research rather than quantative	

!
Statistics need support (the human factor)	

!
Ethnographic research methods and tools	

!
!
Ethnography. Its roots can be traced back to anthropological studies of small, rural/remote societies and looking at
their social arrangements and belief systems.We adapt and develop this approach for urban studies and customer
behaviours
Tools for the design of service
Maria and her children Clarks Shoes
A user journey experience using Touch Points
Touchpoints
“point of contact” examples...	

advert / shop / directions / social
media / texts / radio / referral / email /
phone call / signage / website / email
marketing / linkedin / tv / tradefair /
conference / seminars

Shoes Sales 
person
Box/bag
receipt
Present-Service
Shop
service
re-visit
ShopAdvert
Pre-Service
BackStageUserExperienceTouchpoint
Phone
Call
Advert/
flyer
Text
Post-Service
Workshop exercise
A user journey using a story board
A user journey using behavioural mapping
!
End of Part 1

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