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Customer Experience Architecture
The document emphasizes the significance of customer experience (CX) as a differentiator for startups, detailing its components and narrative structure to enhance relationships with customers. It discusses the journey from awareness to advocacy, integrating storytelling techniques to engage and convert potential customers. Key elements include understanding brand purpose, crafting memorable experiences, and managing touchpoints throughout the customer lifecycle.
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Customer Experience Architecture
- 1. by Lauren Fritsch CELEBRATE2015 CUSTOMER EXPERIENCE ARCHITECTURE: Why it’s the Best Differentiator for Startups
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- 3. • Learn what exactlyis CUSTOMER EXPERIENCE and why does it matter? • Use FREYTAG’S PYRAMID to learn how the narrative arc follows and informs CX. • Examine CUSTOMER TOUCH POINTS to learn how you can craft a memorable experience. • Create NARRATIVE ARCS for your CX and content. Today’s OBJECTIVES
- 4. Your BRAND’S PURPOSE = thedifference you are making in the world. What’s your PURPOSE?
- 5. EXAMPLES. DELIVERING HAPPINESS. (Zappos) THINK DIFFERENT. (Apple) PEOPLEAGAINST DIRTY. (Method) FOOD WITH INTEGRITY. (Chipotle)
- 6. what is CUSTOMER EXPERIENCE(CX)? CX is the sum of all experiences a customer has with a supplier of goods/ services over the duration of their relationship with that supplier.
- 7. you can alsothink of it as “BRAND EXPERIENCE”, since some will not be actual paying customers (yet). THINK: website visitors newsletter subscribers youtube viewers even employees (if you have them)
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- 10. THE CX SPECTRUM PRE-PURCHASEPOST-PURCHASEPURCHASE PROMOTIONS DISPLAYS WEBINARS SOCIAL MEDIA VIDEO VIEWS WORD OF MOUTH WEBSITE EMAIL/NEWSLETTERS PR PACKAGING EVENTS SALES PERSON INVOICE / RECEIPT CHECK OUT PROCESS UP SALE WEB NAVIGATION TRADE SHOW SALES PAGE FORUMS DELIVERY(DIGITAL + IRL) LOYALTY PROGRAM THANK YOU CUST APPRECIATION SURVEYS EMAIL / AUTORESPONDER CUSTOMER SERVICE SOCIAL MEDIA B R A N D T O U C H P O I N T S
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- 12. MEET and GREET GETTING TO KNOW one another SATISFACTION PUTTING itinto practice MINOR turnaround before eventual resolution MAKING the COMITTMENT exposition dénouement climax / turning point falling action rising action reversal CX NARRATIVE ARC
- 13. FIRST INTERACTION WITHBRAND (Touchpoints Include Website, Event, Referral, Social Media, In-Person) • audience learns the facts of your brand: who, what, where, when, how • desired next step: greater brand engagement exposition
- 14. BUILDING KNOWLEDGE OFBRAND (Touchpoints: Newsletter, Blog, Free Events, Lower Priced Items, Social Media) • They dig deeper into your brand, enhancing the exchange relationship / need for reciprocity. • They sample your expertise, product, etc. so they can experience change/ results personally. • Desired next step: encourage continued engagement / buy again rising action
- 15. PURCHASING SIGNATURE SERVICE/ PRODUCT (Touchpoints: Sales Page, Salesperson, Delivery Medium + Follow Up) • They experience your change here • Desired next step: adoption of solution + engagement with the service/product climax / turning point
- 16. PRODUCT INTEGRATION INTOTHEIR LIFE falling action (Touchpoints: Impeccable Follow Thru, High Touch Communication) • Conflict unravels, they integrate change into their lives • Desired next step: engage with change
- 17. 3 FEET FROMTHE GOLD! reversal (Touchpoints: Anticipate Last Minute Complications) • The last resistance appears • Desired next step: perseverance
- 18. RESOLUTION dénouement the cycle repeats (Touchpoints:Sales Page, Salesperson, Delivery Medium + Follow Up)
- 19. CONTENT NARRATIVE ARC exposition rising action climax/ turning point falling action reversal dénouement
- 20. CONTENT NARRATIVE ARC EXPOSITION •Begin with the end in mind • Paint picture of success • Here’s what I am going to teach you • Help them self-identify as needing your solution
- 21. CONTENT NARRATIVE ARC RISINGACTION • Be guide • Use tools • Flesh out main challenge / change they seek • Offer experience thru stories and context • Offer tools to fix the problem • Offer resources for moral support • Make it simple, but not easy
- 22. CONTENT NARRATIVE ARC CLIMAX/ TURNING POINT
- 23. FALLING ACTION • Help themintegrate and make your tools part of their life CONTENT NARRATIVE ARC
- 24. CONTENT NARRATIVE ARC REVERSAL •Anticipate resistance and offer experience, tools, resources as antidote *With end result in mind*
- 25. CONTENT NARRATIVE ARC DÉNOUEMENT •achieve desired outcome • success stories • what is now different / results
- 26. QUESTIONS FOR CONTENTNARRATIVE ARC exposition rising action climax / turning point falling action reversal dénouement
- 27. QUESTIONS FOR CONTENTNARRATIVE ARC EXPOSITION • Who are you? • What is solution / change you provide? • Vision: what does success look like? • What is the way of success for your target market?
- 28. RISING ACTION QUESTIONS FOR CONTENTNARRATIVE ARC • Help your market self-identify • What tools are most helpful + powerful early? • What initial challanges will they face? • What’s #1 tool to overcomes challenges?
- 29. CLIMAX / TURNING POINT QUESTIONSFOR CONTENT NARRATIVE ARC • What helps them make a decision (yes or no)? • What info is still needed? • Address objections, fears • Offer social proof • What flipped switch for you, others?
- 30. QUESTIONS FOR CONTENTNARRATIVE ARC • What is helpful to making lasting change? • What details should be paid attention to (Now that big stuff is out of the way)? FALLING ACTION
- 31. REVERSAL QUESTIONS FOR CONTENTNARRATIVE ARC • Prepare for resistance • Address with inspiration • Invite support, compassion • Feel their pain
- 32. QUESTIONS FOR CONTENTNARRATIVE ARC • Celebrate! • Paint picture of success story • Invite sharing • Highlight stories DÉNOUEMENT
- 33. What’s the SPARK? •IDENTIFY the precipitating conditions (internal and external) that elicit action. • DECIDE what your desired next action is. • SELECT touch point and content based on precipitating condition and desired next action. • MAKE IT OBVIOUS!