Understanding the customer experienceNovember 22, 2012
“Customer Experience is the sum of all experiences a customer has with a               supplier of goods or services, over...
Factual Interactions
During initial information phase© Transitive Society 2012 - Confidential   November 2012   Transitive Society   4
Around the transaction© Transitive Society 2012 - Confidential   November 2012   Transitive Society   5
While consuming products or services© Transitive Society 2012 - Confidential   November 2012   Transitive Society   6
Emotional Experiences
Companies provide touchpoints, products and services features© Transitive Society 2012 - Confidential   November 2012   Tra...
Customers bring in their own context at any given time© Transitive Society 2012 - Confidential   November 2012   Transitive...
Unfortunately, facts cannot be dissociated from emotions© Transitive Society 2012 - Confidential   November 2012   Transiti...
When encountering that…© Transitive Society 2012 - Confidential   November 2012   Transitive Society   11
She actually saw that© Transitive Society 2012 - Confidential   November 2012   Transitive Society   12
You cannot provide customers with a great              experience, you can provide them with all the              resource...
Customer Experience is the outcome                              from a company’s best efforts                          to ...
It all begins withtrusted relationships
First person WOM trumps corporate information© Transitive Society 2012 - Confidential   November 2012   Transitive Society ...
It’s about THEM, not about YOU© Transitive Society 2012 - Confidential   November 2012   Transitive Society   17
They are crying for help, not for service© Transitive Society 2012 - Confidential   November 2012   Transitive Society   18
Improve, test, rinse and repeat
Learn about your customers’ job-to-be-done                                          “If I had asked people what they wante...
Involve all stakeholders© Transitive Society 2012 - Confidential   November 2012   Transitive Society   21
Organize for connectedness                            Trading with human social beings is a social process                ...
Thank You!                                             Thierry de Baillon                                             +33 ...
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Understanding the customer experience

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Presentation given at Connected Enterprise 2012 conference in Melbourne

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Understanding the customer experience

  1. 1. Understanding the customer experienceNovember 22, 2012
  2. 2. “Customer Experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.” Wikipedia A journey composed of many discrete factual interactions and emotional experiences with a company, its goods and services Information Transaction Use© Transitive Society 2012 - Confidential November 2012 Transitive Society 2
  3. 3. Factual Interactions
  4. 4. During initial information phase© Transitive Society 2012 - Confidential November 2012 Transitive Society 4
  5. 5. Around the transaction© Transitive Society 2012 - Confidential November 2012 Transitive Society 5
  6. 6. While consuming products or services© Transitive Society 2012 - Confidential November 2012 Transitive Society 6
  7. 7. Emotional Experiences
  8. 8. Companies provide touchpoints, products and services features© Transitive Society 2012 - Confidential November 2012 Transitive Society 8
  9. 9. Customers bring in their own context at any given time© Transitive Society 2012 - Confidential November 2012 Transitive Society 9
  10. 10. Unfortunately, facts cannot be dissociated from emotions© Transitive Society 2012 - Confidential November 2012 Transitive Society 10
  11. 11. When encountering that…© Transitive Society 2012 - Confidential November 2012 Transitive Society 11
  12. 12. She actually saw that© Transitive Society 2012 - Confidential November 2012 Transitive Society 12
  13. 13. You cannot provide customers with a great experience, you can provide them with all the resources needed for them to build a great experience at each step of their journey. ©  31Volts  © Transitive Society 2012 - Confidential November 2012 Transitive Society 13
  14. 14. Customer Experience is the outcome from a company’s best efforts to make a proposition which will match customers’ attempts to get their job done.© Transitive Society 2012 - Confidential November 2012 Transitive Society 14
  15. 15. It all begins withtrusted relationships
  16. 16. First person WOM trumps corporate information© Transitive Society 2012 - Confidential November 2012 Transitive Society 16
  17. 17. It’s about THEM, not about YOU© Transitive Society 2012 - Confidential November 2012 Transitive Society 17
  18. 18. They are crying for help, not for service© Transitive Society 2012 - Confidential November 2012 Transitive Society 18
  19. 19. Improve, test, rinse and repeat
  20. 20. Learn about your customers’ job-to-be-done “If I had asked people what they wanted, they would have said faster horses.” Henry Ford A faster way to get from A to B Customers often do not mean what they say© Transitive Society 2012 - Confidential November 2012 Transitive Society 20
  21. 21. Involve all stakeholders© Transitive Society 2012 - Confidential November 2012 Transitive Society 21
  22. 22. Organize for connectedness Trading with human social beings is a social process F acilitate internal and external interaction L oosen processes for exceptions handling U se small and fast real-world experimentations I nspire a culture of learning D esign for empathy© Transitive Society 2012 - Confidential November 2012 Transitive Society 22
  23. 23. Thank You! Thierry de Baillon +33 (0)6 11 62 49 80 tdebaillon@transitive-society.com t_de_baillon fr.linkedin.com/in/debaillon @tdebaillon www.transitive-society.com www.debaillon.com www.thefutureofcollaboration.com© Transitive Society 2012 - Confidential November 2012 Transitive Society 23

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