DF2015: A case for Customer Experience Design
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The creation of customer experiences is nothing new, and neither is the occasional design of such experiences. But what is new is customer experience design as a management discipline, with its own principles, tools and techniques. This presentation takes you through the steps to draft a framework for purposeful and profitable customer experience design.
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DF2015: A case for Customer Experience Design
- 1. Customer Experience Design is not an option: towards purposeful CXD October 15th, 2015 Mathieu Dhondt
- 2. Whether you want it or not, people get experiences
- 4. Pricing strategies Market based pricing Cost based pricing Cost Target margin “Best alternative”
- 5. Pricing strategies Value based pricing Market based pricing Cost based pricing Cost Target margin “Best alternative” Value perceived by the customer
- 6. What is it about experiences that can help us in creating a CXD discipline? Understanding experiences
- 7. Remember the restaurant you had dinner at a month ago?
- 8. Services and most goods are consumed and forgotten when the experiences they have engendered will still be there. Experiences are sticky
- 11. Even for businesses serving once-in-a-lifetime customers (like the tourist trap), the experience they offer have major impact on revenue Experiences are shared
- 12. Experiences are in our minds
- 13. We can only design for an experience (derived from impressions) Experiences are in our minds
- 14. Impressions are at the heart of the experience
- 20. Clue Clue Clue ClueClue Clue ClueClue
- 21. Experiences Clue Clue Clue ClueClue Clue ClueClue
- 22. Experiences Clue Clue Clue ClueClue Clue ClueClue Stories Legends
- 24. As a customer, we infer the motifs from the clues As a CXDesigner, we embody motifs into clues
- 25. “Traditional French simplicity” “Time slows” “Conversation” “Honest ingredients” “My new café” Motifs infered by customers
- 26. “Traditional French simplicity” “Time slows” “Conversation” “Honest ingredients” “My new café” Motifs infered by customers
- 27. “We do our part, you do yours”
- 28. “We do our part, you do yours”
- 29. Experiences Stories Legends Customer Experience Design Clue MotifMotif Clue Clue ClueClue Clue ClueClue MotifMotif
- 30. Experiences How does this control our behaviour? What are we about? Brand personality Brand Stories Legends Customer Experience Design Clue MotifMotif Clue Clue ClueClue Clue ClueClue MotifMotif
- 31. Experiences How does this control our behaviour? What are we about? Brand personality Brand Stories Legends Customer journey maps Customer Experience Design ClueTouchpoint inventory MotifMotif Clue Clue ClueClue Clue ClueClue MotifMotif
- 34. Start with purposeful CXD by weeding out the frustrations
- 35. Experiences How does this control our behaviour? What are we about? Brand personality Brand Stories Legends Customer journey maps Customer Experience Design ClueTouchpoint inventory MotifMotif Clue Clue ClueClue Clue ClueClue MotifMotif
- 36. Challenge white paper (bit.ly/cxd-theref) Join LinkedIn group (bit.ly/cxd-group) Talk to us! Next steps
Editor's Notes
- Why would you even think of designing experiences?
- What is customer experience design? Purposefully shaping what customers feel and remember about you. But why should you care, as a business?
- Forrester says: n° 1 priority is customer experience. In world of commodities, it’s the main competitive differentiator.
- It sounds obvious, but if you think about it, it’s not easy to define how to influence the experience.
- Show of hands: who remembers what he or she thought of the restaurant? And now: who remembers exactly what he or she ate?
- Talk about the tourist trap
- Experiences are formed from sensory interactions: hear, feel, see.
- Experiences are formed from sensory interactions: hear, feel, see.
- Le Pain Quotidien
- Le Pain Quotidien
- Clue to motif of third place
- Net als Starbucks’s zijn third place vertaalt heeft naar de app Gaan wij voor IKEA het potlood vertalen naar digitaal.
- Zero frustration program Garden metaphor
- It’s an organizational thing Beyond marketing Cross-departmental Organised around customer journeys