How to delight customers? Applying research and sharing some lessons from our work on Windows Phone 7. Presented at a workshop at the Like Minds conference, 28-29 October 2010, Exeter, UK.

1. how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK

2. how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK
Oded Ran
@odedran #wp7

3. Things we’ll speak about today
 Understand for whom you design your products or
services. Change course, if needed.
 Review research about customer satisfaction and
happiness: why it matters, and what drives it.
 Share lessons from our work on Windows Phone 7.
 Practice these models on the products or services
you’re working on.
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

4. Who am I
 Product person that does marketing
 Marketing person that does product
 I love managing and launching consumer
mobile products.
 I worked in the UK, US and Israel.
 I like films, foreign languages, traveling and
cats. Not necessarily in that order 
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

5. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

6. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

7. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

8. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

9. Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

10. Who did we design our product for?
Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
All, other or
no-one
End userDesignEnterprises
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

11. Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
All, other or
no-one
End userDesignEnterprises
What came first?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

12. Windows Mobile
Developers
All, other or
no-one
End userDesignEnterprises
Network
operator
Phone
manufacturer
Microsoft /
Windows
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

13. Who do they design their
product or service for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

14. Who do they design their
product or service for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

15. Who do they design their
product or service for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

16. Who do you design your
products or services for?
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

17. CHANGING DIRECTION
“If you do not change direction, you may end up where
you are heading”.
- Lao Tzu

18. Network
operator
Phone
manufacturer
Microsoft /
Windows
Developers
EnterprisesEnd userDesign
No one
really
End user
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
Who should we design for?

19. So who’s our end user?
total market opportunity
people who will buy smartphones
measuring total market opportunity at time
of launch
persona
representational user & muse of the brand
portrays richness of experience and aspirational
qualities
addressable market
people who could buy it
measuring market potential
target customer
people whom we will build for and market to
a lens of focus for value prop based on market
data
Life
Maximizers

20. Targeting “Life Maximizers”

21. Targeting “Life Maximizers”

22. Who we design for: Anna & Miles
Anna
Part time PR professional and busy mum
“My life is a balancing act between work,
family, friends, and my own personal needs.”
Miles
Growing his own architectural business
“I love running my life real-time so I can take
advantage of whatever is inspiring
me…whether
it’s a new project, a pick up game or a stolen
moment with Anna.”

23. Before we continue:
Why should we care if
Anna & Miles are happy?

24. 
Research tells us that…

25. …customer satisfaction do drive higher
ROI and excess shareholder value
 $£€
Sources: Fornell et al., 2006; Fornell, Mithas, & Morgeson, 2009; Wang & Zhao, 2009; Tuli & Bharadwaj, 2009;
Matzler et al., 2005; Gupta & Zeithaml, 2006; Aksoy et al., 2008.

26. Happy customers are also shown to
 Talk to more people about their positive experience
 Become repeat customers
 Pay more or purchase more
 Stay loyal to your brand
 Drive marketing for you
 Provide useful feedback
 Safeguard your brand against unhappy customers

27. The $1bn question:
What makes us happy?

28. What makes us happy?
Autonomy
feeling that your activities are self-chosen
Sources: Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social
Psychology Bulletin, 26 (4), p. 419-435.
Hunt, T. (2008). Happiness as Your Biz Model. Retrieved from http://slidesha.re/d680AW.
Competence
feeling that you are effective in your activities
Relatedness
feeling understood and appreciated

29. Autonomy

30. Autonomy
 Feeling in control of one’s surroundings
 Understanding one’s own resilience
 Feeling of agency
 Empowerment

31. Autonomy
Lessons from Windows Phone 7

32. How to create feelings of autonomy?
 Give people tools to personalize their experiences
 Build tools that democratize previously inaccessible
industries
 Offer clear and attractive choices
 Be open and transparent
 Don’t lock people in

33. How would you create feelings
of autonomy in your
product/service?

34. Competence

35. Competence
 Confidence in one’s abilities and strengths
 Feedback from others on one’s performance
 Learning and growing skills
 Self-actualization
 Doing meaningful work
 Getting into flow

36. Competence
Lessons from Windows Phone 7

37. How to create feelings of competence?
 build consecutive levels of achievement into the
experience
 don’t talk down to your customer
 plant ‘easter eggs’
 create simple entry point to more complex systems
 allow ways for mentors to interact with newbies
(create rewards)

38. How would you create
feelings of competence in your
product/service?

39. Relatedness

40. Relatedness
 Feeling understood and appreciated
 A sense of closeness with others
 Talking about things that matter
 Hanging out with others
 Doing pleasant, fun things
 Avoiding self-consciousness

41. Relatedness
Lessons from Windows Phone 7

42. How to create feelings of relatedness?
 Design simple ways for customers to share
 Build in multiple ways for customers to interact
 Create experiences that meet customers’ offline lives
 Have many collaborative experiences

43. How would you create
feelings of relatedness in your
product/service?

44. Summary
 Design for the end-user
 Autonomy
Personalization, transparency, openness, empowerment
 Competence
Self-learning, confidence, Easter eggs, discoverability
 Relatedness
Sharing, closeness, experiences connected to one’s life
 Buy a Windows Phone 
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter

45. Further reading
 Hunt, T. (2007). Happiness as Your Business Model.
Retrieved from http://slidesha.re/d680AW and
http://slidesha.re/10UdVH.
Two great presentations which form the basis for this presentation.
 Reis et al. (2000). “Daily Well-Being: The Role of
Autonomy, Competence, and Relatedness”.
Personality and Social Psychology Bulletin, 26 (4), p.
419-435.
The foundation for many of the ideas in this presentation.

46. Photo credits
 Flickr (under creative commons):
 http://www.flickr.com/photos/seandreilinger/959
864706/sizes/o/in/photostream/
 http://www.flickr.com/photos/beta_karel/170789
927/
 http://www.flickr.com/photos/mariaclarah/87631
1928/

47. how to delight customers?
Oded Ran
@odedran #wp7

48. Thank you!