Storytelling ›› Storydoing – Stefan Moritz NexterdayNorth16
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This document discusses how companies can shift from "storytelling" to "storydoing" by focusing on customer experience. It argues that customer-centric solutions based on genuine customer insights can empower both customers and brands. It provides examples of companies that prioritize storydoing over storytelling by actively co-creating solutions with customers through experiments and prototyping to continuously improve the customer experience. The document advocates that companies look beyond departments to engage all employees in understanding and delighting customers.
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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
- 21. 21 Happy Business Happy Employees Happy Customers FROM STORYTELLING TO STORYDOING CO-CREATION
- 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