SlideShare a Scribd company logo
From storytelling
to storydoing
Customer Experience is the new frontier for brands to differentiate
@st_moritz #nexterday #cx
At Veryday, we passionately believe that customer-centric
solutions based on genuine customer insights can
empower, enrich and energize both people and brands.
FROM  STORYTELLING  TO  STORYDOING
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
3
“You can’t build a reputation on
what you are going to do.” – Henry Ford
4
NEXTERDAY 16 – FROM STORYTELLING TO STORYDOING
Let me tell you a story…
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
5
6
Happy
Business
Happy
Employees
Happy
Customers
FROM  STORYTELLING  TO  STORYDOING
7
of companies believe their
products and services are
differentiated80%
Source: Harvard Business Review 2012
10% of
customers
agree
8
From inside-out focus to customer focus
Symbolic heat-map
of wasted time in
average corporate
Headquarter offices
NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING
Shift in perspective
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
9
From pills
to outcomes
Pharma companies investing in service design to create more value
Example
10
If you want to be future proof,
you have to prove your value.
11
FROM  STORYTELLING  TO  STORYDOING
Happy
Business
Happy
Employees
Happy
Customers
Customer Experience drives loyalty and performance
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
12
Sources: Forrester, Temkin Group, Watermark Consulting
Forrester
Customer
Experience
Index
• Functional
• Accessible
• Emotional
Customer
Loyalty
Metrics
• Recommended
• Repurchase
• Reluctance
to switch
Stock
Market
Performance
• Leaders:
+23%
• Laggards:
-46%
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
13
Understanding customers
DREAM & ASPIRATIONS
MEANINGFUL
PLEASURABLE
ACCESSIBLE
USEFUL
EASE OF USE
RELIABLE
FUNCTIONAL
The customer experience loop
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
14
Loyalty
Customer
Experience
Decision
TRIGGER
DROP- OUT
CONSIDERATION
SATISFACTION
EXPERIENCE
EVALUATION
The big difference
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
15
Source: Co:collective
Storytelling
Pepsi
McDonalds
United Airlines
Clorox
Reebok
Lenovo
Chevrolet
Storydoing
Red Bull
Chipotle
JetBlue
Method
Toms Shoes
Apple
Tesla
The storydoing approach creates value and reduces cost
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
16
17
Innovation is not what you say.
It is what you do.
Happy
Customers
18
FROM  STORYTELLING  TO  STORYDOING
Happy
Business
Happy
Employees
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
19
Beyond
departments
Employee engagement
is key to connect the
dots and deliver on
customer experience.
of employees
are not engaged
at work
Source: Gallup US Survey
63%
20
Employees come to work to join a mission!
Employees are 300% more involved and
motivated in a storydoing company
#1 best place to work in 2016: Airbnb
FROM  STORYTELLING  TO  STORYDOING
+300%
Employee Experience at Airbnb:
• Meeting rooms modelled to resemble listings
• Chief Employee Experience Officer
• Seeing staff like founders and hosts like employees
Source: Co:Collective
NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING
21
Happy
Business
Happy
Employees
Happy
Customers
FROM  STORYTELLING  TO  STORYDOING
CO-CREATION
Customer Obsession: Delivering on future customer expectations today
22
Telia Company
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
23
Empathy
by doing
Experio Lab –
Cross-functional patient
journey exploration
CO-CREATION
1.
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
24
Solutions
by doing
Skånetrafiken – Reinventing
the urban travel experience
in co-creation together with
citizens
CO-CREATION
1. 2.
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
25
Sharing
by doing
CO-CREATION
One shot video of
experience prototypes
1. 2. 3.
NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING
26
Scaling by
doing
CO-CREATION
Prioritization based on what
customers care most about
and highest business value
1. 2. 3. 4.
The 10-10-10 Rule:
Evolve with users
over time.
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
27
A solution should
be as valuable to
its user for the
first 10 minutes,
10 days,
10 months
of its life.
Reflection
NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING
28
What do your
customers value?
How can you
drive real action?
Who do you want
to join your mission?
STORY DOING CO-CREATION=+
Find your quest and tell act on it.
29
ACTIONS SPEAK LOUDER THAN WORDS
If you only do what you can,
then you will only be
what you are.”
KUNG FU PANDA
Customer Experience is the new frontier for brands to differentiate
From storytelling to storydoing
“
30
31
S T O C K H O L M / N E W Y O R K / L O N D O N / S H A N G H A I / D U B A I / V E R Y D A Y . C O M
Kiitos!
Thank you!
@st_moritz

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Storytelling ›› Storydoing – Stefan Moritz NexterdayNorth16

  • 1. From storytelling to storydoing Customer Experience is the new frontier for brands to differentiate @st_moritz #nexterday #cx
  • 2. At Veryday, we passionately believe that customer-centric solutions based on genuine customer insights can empower, enrich and energize both people and brands. FROM  STORYTELLING  TO  STORYDOING
  • 3. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 3 “You can’t build a reputation on what you are going to do.” – Henry Ford
  • 4. 4 NEXTERDAY 16 – FROM STORYTELLING TO STORYDOING
  • 5. Let me tell you a story… NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 5
  • 7. 7 of companies believe their products and services are differentiated80% Source: Harvard Business Review 2012 10% of customers agree
  • 8. 8 From inside-out focus to customer focus Symbolic heat-map of wasted time in average corporate Headquarter offices NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING Shift in perspective
  • 9. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 9 From pills to outcomes Pharma companies investing in service design to create more value Example
  • 10. 10 If you want to be future proof, you have to prove your value.
  • 11. 11 FROM  STORYTELLING  TO  STORYDOING Happy Business Happy Employees Happy Customers
  • 12. Customer Experience drives loyalty and performance NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 12 Sources: Forrester, Temkin Group, Watermark Consulting Forrester Customer Experience Index • Functional • Accessible • Emotional Customer Loyalty Metrics • Recommended • Repurchase • Reluctance to switch Stock Market Performance • Leaders: +23% • Laggards: -46%
  • 13. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 13 Understanding customers DREAM & ASPIRATIONS MEANINGFUL PLEASURABLE ACCESSIBLE USEFUL EASE OF USE RELIABLE FUNCTIONAL
  • 14. The customer experience loop NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 14 Loyalty Customer Experience Decision TRIGGER DROP- OUT CONSIDERATION SATISFACTION EXPERIENCE EVALUATION
  • 15. The big difference NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 15 Source: Co:collective Storytelling Pepsi McDonalds United Airlines Clorox Reebok Lenovo Chevrolet Storydoing Red Bull Chipotle JetBlue Method Toms Shoes Apple Tesla
  • 16. The storydoing approach creates value and reduces cost NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 16
  • 17. 17 Innovation is not what you say. It is what you do.
  • 18. Happy Customers 18 FROM  STORYTELLING  TO  STORYDOING Happy Business Happy Employees
  • 19. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 19 Beyond departments Employee engagement is key to connect the dots and deliver on customer experience. of employees are not engaged at work Source: Gallup US Survey 63%
  • 20. 20 Employees come to work to join a mission! Employees are 300% more involved and motivated in a storydoing company #1 best place to work in 2016: Airbnb FROM  STORYTELLING  TO  STORYDOING +300% Employee Experience at Airbnb: • Meeting rooms modelled to resemble listings • Chief Employee Experience Officer • Seeing staff like founders and hosts like employees Source: Co:Collective NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING
  • 22. Customer Obsession: Delivering on future customer expectations today 22 Telia Company
  • 23. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 23 Empathy by doing Experio Lab – Cross-functional patient journey exploration CO-CREATION 1.
  • 24. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 24 Solutions by doing Skånetrafiken – Reinventing the urban travel experience in co-creation together with citizens CO-CREATION 1. 2.
  • 25. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 25 Sharing by doing CO-CREATION One shot video of experience prototypes 1. 2. 3.
  • 26. NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING 26 Scaling by doing CO-CREATION Prioritization based on what customers care most about and highest business value 1. 2. 3. 4.
  • 27. The 10-10-10 Rule: Evolve with users over time. NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 27 A solution should be as valuable to its user for the first 10 minutes, 10 days, 10 months of its life.
  • 28. Reflection NEXTERDAY  16  –FROM  STORYTELLING  TO  STORYDOING 28 What do your customers value? How can you drive real action? Who do you want to join your mission? STORY DOING CO-CREATION=+
  • 29. Find your quest and tell act on it. 29 ACTIONS SPEAK LOUDER THAN WORDS
  • 30. If you only do what you can, then you will only be what you are.” KUNG FU PANDA Customer Experience is the new frontier for brands to differentiate From storytelling to storydoing “ 30
  • 31. 31 S T O C K H O L M / N E W Y O R K / L O N D O N / S H A N G H A I / D U B A I / V E R Y D A Y . C O M Kiitos! Thank you! @st_moritz