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Die Kundenerlebniskette als Innovationstreiber | 
Dr. Thorsten Büring, Zühlke Engineering AG

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Die Kundenerlebniskette als Innovationstreiber | 
Dr. Thorsten Büring, Zühlke Engineering AG

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Die Kundenerlebniskette als Innovationstreiber | 
Dr. Thorsten Büring, Zühlke Engineering AG

  1. 1. Die Kundenerlebniskette alsInnovationstreiberDr. Thorsten BüringUsability Engineering Berater, Zühlke Engineering AG
  2. 2. Business Model Canvas vonOsterwalder ist beliebtes Tool zurEntwicklung neuer BusinessModelleProblem: Fokussierung auf ValuePropositions/Features anstatt aufdas Kundenerlebnis2Ausgangslagehttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013www.businessmodelgeneration.com
  3. 3. 3Business Model Canvashttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013Key Partners Key ActivitiesKey ResourcesValue Propositions Customer Relationship Customer SegmentsChannelsRevenue StreamsCost StructureTrendige T-Shirtsfür KinderOnline Kollektion mitüber 10.000 Motivenund FarbenOnline ProfileKey Account Mgmt.WWWNamhafte KettenGoogle AdwordsModebewussteElternPersönliche Beratungim Geschäft Modegeschäfte fürKinderJunge PärchenT-Shirt AbonnementOnline-VerkaufGlobaler VerkaufT-Shirt VerkaufLager verwaltenMarken Mgmt.VerkaufKollektionsauswahlWebsiteLage des LadensBegehrenswerter BestandTrendiges MarkenimageT-Shirt HerstellerE-Commerce PartnerExterneVertriebsmannschaftMiete LadenUnbedruckte T-ShirtsVertriebsmannschaftWebsiteBeispiel von www.businessmodelgeneration.com
  4. 4. 4Business Model Canvashttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013Key Partners Key ActivitiesKey ResourcesValue Propositions Customer Relationship Customer SegmentsChannelsRevenue StreamsCost StructureTrendige T-Shirtsfür KinderOnline Kollektion mitüber 10.000 Motivenund FarbenOnline ProfileKey Account Mgmt.WWWNamhafte KettenGoogle AdwordsModebewussteElternPersönliche Beratungim Geschäft Modegeschäfte fürKinderJunge PärchenT-Shirt AbonnementOnline-VerkaufGlobaler VerkaufT-Shirt VerkaufLager verwaltenMarken Mgmt.VerkaufKollektionsauswahlWebsiteLage des LadensBegehrenswerter BestandTrendiges MarkenimageT-Shirt HerstellerE-Commerce PartnerExterneVertriebsmannschaftMiete LadenUnbedruckte T-ShirtsVertriebsmannschaftWebsiteBeispiel von www.businessmodelgeneration.com
  5. 5. Frühzeitig die Kundensicht einbringenFrontstage auf Breakdowns testenNeue Ideen generierenAbleitung von Anforderungen für Prozesse undProdukte5Zielehttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013
  6. 6. 6Umsetzung - Übersichthttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013FeaturesKunden-erlebniskettenStoryboardsPersonasBusinessAnwendungsfälleOrganisatorischeAnforderungenNichtfunktionaleAnforderungen
  7. 7. Fiona Stylish31 Jahre, verheiratet, 1 Kind (Olivia, 8 Monate)ZieleIndividualität durch ausgefallene Kleidung signalisierenGeschmacksvorbild für ihre Freundinnen seinLegt hohen Wert auf Lifestyle-Statussymbole, iPhone,Internet- und Social-Media-affin, technisch unversiertShoppt gerne und viel OnlineMonatliches Budget für Baby-Kleidung CHF 150Befindet sich im Mutterschutz7Umsetzung - Personahttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013
  8. 8. Auch beste ValuePropositionskönnen negativeErlebnisse nichtkompensieren8Umsetzung - Kundenerlebniskettehttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013
  9. 9. Werkzeug: Liste mit Denk-anstößen zurErlebnisgestaltungWork in progress…http://blog.zuehlke.com/kundenerlebnisse-gestalten/9Umsetzung - Kundenerlebniskettehttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013Customer receives and unpacks theproduct• The product packaging showswhere and how to open it• The product packaging does notrequire any tool to open it• The product package foreseestypical customer behavior causingdamage to the product whileopening (e.g. using a scissor)Beispiel
  10. 10. Fiona hat ihre Tochter Olivia endlich erfolgreich in den SchlafgewiegtSie macht es sich im Wohnzimmer auf der Couch gemütlichund öffnet auf ihrem iBook die von einer Freundin empfohleneWebsite unique-kids-shirts.comAus den über 10.000 Motiven wählt sie zunächst die KategorieTiere aus und blättert durch die ProdukteEin Ferkel-Bild hat es ihr angetan. Sie wählt die T-Shirt-Grösse69 in rosa und platziert das skalierte Motiv kleinformatig auf dielinke BrustseiteIhre Tochter wacht auf und schreit. Fiona braucht eine ganzeWeile, um sie wieder zu beruhigenNach Abschluss der Bestellung, schickt Sie eine Email miteinem Bild des gekauften T-Shirts an ihre Freundin Anne10Umsetzung - Storyboardhttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013
  11. 11. Fiona hat ihre Tochter Olivia endlich erfolgreich in den SchlafgewiegtSie macht es sich im Wohnzimmer auf der Couch gemütlichund öffnet auf ihrem iBook die von einer Freundin empfohleneWebsite unique-kids-shirts.comAus den über 10.000 Motiven wählt sie zunächst die KategorieTiere aus und blättert durch die ProdukteEin Ferkel-Bild hat es ihr angetan. Sie wählt die T-Shirt-Grösse69 in rosa und platziert das skalierte Motiv kleinformatig auf dielinke BrustseiteIhre Tochter wacht auf und schreit. Fiona braucht eine ganzeWeile, um sie wieder zu beruhigenNach Abschluss der Bestellung, schickt Sie eine Email miteinem Bild des gekauften T-Shirts an ihre Freundin Anne11Umsetzung - Storyboardhttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013Idee: stärkere Hervorhebungder Individualität durch be-grenzte Auflage von Motiven?Idee: Tell-a-friend feature?Breakdown: SessionabgelaufenFrage: Technische Fähigkeiten?Frage: integriertes Feature?
  12. 12. Validierung der Storyboards mit Stakeholdernund insbesondere KundenAbleitung von Business Anwendungsfällen undAnforderungenBeispiel: Welche internen Ressourcen undProzesse sind nötig, um einen Live-Support-Chatauf www.unqiue-kids-shirts.com anzubieten?12Wie geht es weiter?http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013
  13. 13. Business Model Innovation hat oft keinenKundenfokusGestaltung entlang der Erlebniskette zwingtdazu, die Kundenperspektive einzunehmenStoryboards sind Frontstage-Prototypen undbefördern die Ideenfindung13Erkenntnissehttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013
  14. 14. Referent/inDr. Thorsten BüringZühlke Engineering AGthorsten.buering@zuehlke.comONE Schweizschmid + siegenthaler consulting gmbhWillistattstrasse 23CH-6206 Neuenkirchinfo@one-schweiz.ch14Kontakthttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013Messesponsor ModerationRealisierungspartner

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