Customer experience - how your brand lives or dies
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This document discusses improving customer experience. It begins by introducing the concept of customer experience and how experiences are shaped by emotions and shared stories. It then tells the story of a musician, Dave Carroll, who had bad experiences with United Airlines that he shared online. This gained widespread attention. The document then discusses the Kano model for understanding customer needs and delighting customers. It provides examples of basic, performance-based and excitement-generating customer experiences. The rest of the document outlines five steps to improve customer experience: 1) Know your customers 2) Find all customer touchpoints 3) Discover what can be improved 4) Design the new experience 5) Prototype, test and repeat.
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Customer experience - how your brand lives or dies
- 1. Customer Experience How your brand lives or dies Tom Voirol, Global Head of User Experience
- 3. Experiences are about people
- 4. Experiences are about emotions
- 6. Social media = biggest soap box ever
- 7. Story time
- 9. “don’t talk to me, talk to the lead agent outside”
- 11. ”…but hun, that's why we make you sign the waiver. Take it up with the ground crew in Omaha [destination]” Flickr: the pain of fleeting joy
- 12. $US 1,200
- 15. 15 Million YouTube views later…
- 17. Story time
- 29. What makes great customer experience?
- 30. Kano model axes
- 37. Surprise!
- 38. Nokia = great design style
- 39. Innocent juice = humour
- 41. Think about your products/services What are your basic attributes? What are your performance attributes? What could be your delight attributes? Note that clients aren’t asking for these yet – by definition, you need to come up with them!
- 42. But…
- 46. How to improve customer experience 1 Know your customers 2 Find their touchpoints 3 Discover what to improve 4 Design the experience 5 Prototype, test, repeat
- 47. 1 Know your customers
- 48. Image credits: Methos04 (Flickr)
- 54. 2 Find their touchpoints
- 56. Image credits: GfK Group
- 57. Image credits: EduolimA, weegeebored, hundrednorth, pixalens (Flickr)
- 59. We listen to social media conversations
- 60. Image credits: OakleyOriginals (Flickr)
- 62. CMSs provide behavioural tracking
- 64. Customer touchpoints Touchpoints Core products /services Other customer interactions Brand Marketing
- 65. Customer touchpoints Static • Products • Promotion • Collateral • Contracts Human • Sales • Service • Support • Word-of-mouth Interactive • Email • Website • Blogs • Social networks
- 67. 3 Discover what to improve
- 68. Image credits: ideath (Flickr)
- 69. Image credits: Joe Shlabotnik (Flickr)
- 70. Image credits: andy101 (Worth1000)
- 72. Image credits: Jeff Gothelf
- 74. Image credits: milos milosevic (Flickr)
- 75. Image credits: OakleyOriginals (Flickr)
- 81. rroom.me/buzznumbers rroom.me/radian6 rroom.me/visible rroom.me/socialbakers rroom.me/brandwatch
- 84. 4 Design the experience
- 85. Image credits: jurvetson (Flickr)
- 86. Image credits: Kalsau (Flickr)
- 87. Image credits: Kalsau (Flickr)
- 88. Image credits: Paul englishpen (Flickr)
- 89. Image credits: Paul Mayne (Flickr)
- 90. Simplify
- 98. 5 Prototype, test, repeat
- 102. Image credits: HyperXP.com (Flickr)
- 104. Image credits: SAP
- 105. Image credits: Adobe
- 111. Image credits: eekim (Flickr)
- 112. Image credits: matteopenzo (Flickr)
- 114. A/B testing
- 115. In summary…
- 116. Get in touch… Tom Voirol Global Head of User Experience tom@readingroom.com linkedin.com/in/voirol
Editor's Notes
- Dave Carroll Canadian musician Flew United Airlines Saw ground staff throwing around guitar cases His $3,500US guitar was broken
- You might think that people only take to the soapbox to rant, and never to rave…
- Zaz Lamarr
- We consider the audience for your product, service, website or app
- So how do we segment your audiences?
- A tempting approach is to use demographics. You know, 25-34 year old females in urban areas.
- For some of it, we can rely on existing research, like Forrester’s social psychographics.
- Personas
- To innovate for people you need to understand people
- Opinion
- We care mostly about how people behave.
- Behavioural data is always preferable to attitudinal data.
- 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.
- Sometimes innovation means taking a step back
- Be your own customer
- Go mystery shopping. Reading Room directors applied for jobs using fake identities and cvs to test our recruitment procedures.
- Use techniques like brainstorming…
- …mind mapping…
- …affinity diagramming…
- …play-acting…
- …or just good old-fashioned thinking hard about it
- Sometimes innovation means challenging orthodoxy
- As will your second
- And the one after that