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how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK
how to delight customers?
Lessons from our work on Windows Phone 7Oded Ran
Head of Consumer Marketing, Windows Phone UK
Oded Ran
@odedran #wp7
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
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
Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
Brief history of time
Oded Ran: How to delight customers? Lessons from #wp7 Like Minds, 28-29 October 2010, Exeter
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
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
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
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
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
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
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
CHANGING DIRECTION
“If you do not change direction, you may end up where
you are heading”.
- Lao Tzu
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?
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
Targeting “Life Maximizers”
Targeting “Life Maximizers”
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.”
Before we continue:
Why should we care if
Anna & Miles are happy?

Research tells us that…
…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.
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
The $1bn question:
What makes us happy?
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
Autonomy
Autonomy
 Feeling in control of one’s surroundings
 Understanding one’s own resilience
 Feeling of agency
 Empowerment
Autonomy
Lessons from Windows Phone 7
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
How would you create feelings
of autonomy in your
product/service?
Competence
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
Competence
Lessons from Windows Phone 7
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)
How would you create
feelings of competence in your
product/service?
Relatedness
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
Relatedness
Lessons from Windows Phone 7
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
How would you create
feelings of relatedness in your
product/service?
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
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.
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/
how to delight customers?
Oded Ran
@odedran #wp7
Thank you!

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How to delight customers? 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
  • 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?
  • 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
  • 30. Autonomy  Feeling in control of one’s surroundings  Understanding one’s own resilience  Feeling of agency  Empowerment
  • 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?
  • 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
  • 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?
  • 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
  • 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

Editor's Notes

  1. The painful process that is involved in changing priorities: Effect on network operators and phone manufacturers Effect on other Microsoft product and employees Effect on developers who have to re-write apps Effect on enterprises which deployed the software The decision is not a clear one: - Who comes first in BlackBerry? In Apple? In Android?
  2.  WP7 demo: Start screen (Personalize the start screen, pinning items) vs can't make it yours (sea of icons; show how people to personalize using key rings, etc.) Your pictures, your music, your friends, your Xbox avatar Me Tile (Share FB status easily) Themes (black/white) Choice of phones (w/keyboard, w/o, etc.) vs Me-too design of other phones Pocket to picture, even when phone is locked Find My Phone Keyboard emoticons  
  3. WP7 demo:   Clean UI - no chrome, minimum things to learn Elements of design: cropped text Touch, Motion and Sound design Simple out-of-box-experience Multiple levels of discoverability Music & Video Hub (explore music easily) Bing search demo (simple solution to complex problems, easter eggs in Open Hours, Nearby, and automatic switch to Aerial Mode) Email and calendar conflict, “I’ll be late” Clear error messages + brand guidelines on that Consistent UX across hardware Sync over WiFi (first time you use Zune) Marketing: VIP program / Backstage  
  4. WP7 demo: People Hub (Recent contacts, Profile Pictures, What's New) Personal & Work calendars Pictures Hub (pictures from wherever) vs Can't access pictures unless their on the phone Office collaboration: edit on the go and share Marketing: dialog with WP team (Twitter/FB/Blogs) Live tiles updates: Train Travel, Weather bug and MSN Celebrities vs 23 degrees and sunny