From Emotions to Notions: Dissecting the Shanghai International Marathon To Unlock Hidden Value. The Customer Experience Framework in Practice

1. Shanghai Runner Experience
From Emotions to Notions:
Dissecting the Shanghai International Marathon To Unlock Hidden Value
Luca Destefanis |

2. 1. The Customer Experience Framework
2. From Customer Experience To Runner Experience
3. Assessing The Runner Experience in the Shanghai International Marathon
Luca Destefanis |

3. 1. The Customer Experience Framework
Customer Experience Framework
Relationship
Value proposition Value Perception
Customer
Company Customer
Experience
Value Realization Value Expectation
Luca Destefanis |

4. 1. The Customer Experience Framework
Value Flows in The Customer Experience Framework
The Value Proposition defines a Value Perception is the customer
company’s strategy in terms of unique evaluation of all of the benefits and
mix of product, price, place, service, costs of being in relation with the
relationship and image Relationship company - compared to alternatives
Value proposition Value Perception
Customer
Company Customer
Experience
Value Realization Value Expectation
Value realization consists in the Value Expectation derives from
outcome of relationship between customer wants and needs, previous
company and customer experiences, company communication
and word-of-mouth
Luca Destefanis |

5. 1. The Customer Experience Framework
Customer Experience: Value Drivers Across Channels
Value flows Customer Experience Value flows
Aributes
Easy Complete Time Trusted Unbroken Unique
efficient
Web
Contact Center
Mail
Channels
Store
Smartphone
….
Channel
Value Drivers Usability Functionality Performance Security Integration Brand
Luca Destefanis |

6. 1. The Customer Experience Framework
7 Key Rules To Deliver a Great Customer Experience
#1: Make your customer life easier
#2: Empower your customers to reach their goals
#3: Save your customer time
#4: Make your customer trust you
#5: Think about customers, not channels
#6: Let your customer hear your unique voice
#7: Measure, gather feedbacks and continuously improve
Luca Destefanis |

7. 2. From Customer Experience To Runner Experience
Runner Experience: 5 Steps Interaction Process
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
Luca Destefanis |

8. 2. From Customer Experience To Runner Experience
Runner Experience: 25 Moments of Truth Across The Interaction Process
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
§ Detailed information § Clear and simple rules § Toilets available § Overall quality of § Medal
timely updated of registration § Hydration available course § Gis
§ History, previous § Smooth online § Changing Rooms easy § Overall quality of § Changing Rooms and
edition numbers and registration process in to access restoration showers easy to access
key facts addition to physical § Overall entertainment § Overall entertainment, § Entertainment
§ Easy access to web and one to get runners excited, especially important (especially important
all the key contacts: § Different payment family members happy, aer km 35 for family members
mail, phone options: and aract new § Medical assistance and friends waiting for
§ If registered to § Immediate interested parties readily available athletes)
previous edition, confirmation of § Safety (i.e. no cars)
monthly newsleer registration § Timely runner info
from organization § Easy and quick bib available through web
commiee collection and app
§ Tourist info: venues, § Rich and entertaining
places to stay… expo
Luca Destefanis |

9. 2. From Customer Experience To Runner Experience
Runner Experience: Relevant Channels
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
Web
Contact Center
Mail
Expo
Smartphone
Course*
*including Start and Finish areas
Luca Destefanis |

10. 3: Assessing The Runner Experience in the Shanghai International Marathon
Shanghai International Marathon | Step 1
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
Requirements In Shanghai:
§ Detailed information timely updated § Basic information is there, static website with no updates
§ History, previous edition numbers and key facts § Almost nothing on previous edition
§ Easy access to web and all the key contacts: mail, phone § Contacts are there, but do not work
§ Monthly newsleer from organization commiee § No
§ Tourist info: venues, places to stay… § No integration with hotel, no special offer, no reason to
visit Shanghai
Key:
Low High
Luca Destefanis |

11. 3: Assessing The Runner Experience in the Shanghai International Marathon
Shanghai International Marathon | Step 2
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
Requirements In Shanghai:
§ Clear and simple rules of registration § Easy and detailed information
§ Smooth online registration process in addition to physical one § Does not work. You register, pay, and when you try
confirming registration with race number, the system
does not recognize you
§ Different payment options § Only PayPal
§ Immediate confirmation of registration § You are blind to the day you try to collect the race number
§ Easy and quick race number collection collection § A mess. 30’ or longer. Errors not fixed
§ Rich and entertaining expo § Could not be nothing less
Key:
Low High
Luca Destefanis |

12. 3: Assessing The Runner Experience in the Shanghai International Marathon
Shanghai International Marathon | Step 3
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
Requirements In Shanghai:
§ Toilets available § This is the real worst part of Shanghai International
Marathon. The overall logistic is a mess, approaching the
§ Hydration available starting line (at 7am) is a nightmare, collection of personal
§ Changing Rooms easy to access belonging is scaring. That day, the rain made things
looking worse, but overall a long way to go for an event
§ Overall entertainment with more than 15 thousand runners
Key:
Low High
Luca Destefanis |

13. 3: Assessing The Runner Experience in the Shanghai International Marathon
Shanghai International Marathon | Step 4
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
Requirements In Shanghai:
§ Overall quality of course § From the Bund to the stadium, nice overview of Shanghai
§ Overall quality of restoration § Average, nothing specific to mention
§ Overall entertainment, especially important aer km 35 § Quite poor, almost not existing, some spontaneous group
of people with music supporting runners
§ Medical assistance readily available § Could not say while running, but hopefully there
§ Safety (i.e. no cars) § Quiet a good job from police in a city highly trafficated
§ Timely runner info available through web and app § None
Key:
Low High
Luca Destefanis |

14. 3: Assessing The Runner Experience in the Shanghai International Marathon
Shanghai International Marathon | Step 5
Runner Experience
1 2 3 4 5
Research Registration Before the Run Aer the
Race Race
Requirements In Shanghai:
§ Medal § Again, as for Step 3 – Before the Race: a long way to go.
The post marathon area should be fun for runners, their
§ Gis family and friends. Nothing like this at Shanghai
§ Changing Rooms and showers easy to access International Marathon
§ Entertainment
Key:
Low High
Luca Destefanis |

15. thanks
Luca Destefanis |