USECON RoX 2015: Slip into your customers' shoes - Mobile Ethnography

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Speaker: Klaus Schwarzenberger (CTO Experience Fellows) Customer Experience Research – eine innovative Software Die Kundenreise ist eine komplexe Sache, die sich über eine Vielzahl von Kanälen abspielt. Gerade bei der Neu- oder Weiterentwicklung von Produkten stoßen quantitative Ansätze oft an ihre Grenzen in Bezug auf die Aussagekraft. Mobile Ethnographie und andere qualitative Methoden bringen wertvolle Einblicke, um die Bedürfnisse des Kunden zu verstehen und das Unternehmen fit für die Experience Economy zu machen. Haben Sie dazu Fragen oder möchten Sie die Folien haben, dann kontaktieren Sie uns bitte unter office@usecon.com

Data & Analytics

2015 Slip into your customer's shoes
Klaus Schwarzenberger
RoX 2015 - Vienna 12 November 2015

89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

CX RESEARCH
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
When do you measure
customer satisfaction?
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
9
78.4% OF OUR CUSTOMERS
RATE OUR SERVICE: “VERY GOOD”.
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

QUALITATIVE
 
QUANTITATIVE
 
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

SURVEYS
photo credit
shutterstock / mama_mia
QUANTITATIVE
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

CONVERSION ANALYSIS
QUANTITATIVE
photo credit
shutterstock / GaudiLab
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

FOCUS GROUPS
photo credit
shutterstock / wavebreakmedia
QUALITATIVE
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

CONTEXTUAL INTERVIEWS
QUALITATIVE
photo credit
shutterstock / af8images
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

NON-PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Yiulia Grigoryeva
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Monkey Business Images
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

WORK-ALONG
QUALITATIVE
photo credit
shutterstock / Num Skyman
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

photo credit
shutterstock / Kzenon
SELF-DOCUMENTATION
QUALITATIVE
AUTO-ETHNOGRAPHY
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

… AND MANY MORE
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
 
QUANTITATIVE
 
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Non-participant observation
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

SELF-CONDUCTED
DESIGN RESARCH
SELF-CONDUCTED
Mobile Ethnography
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

Free smartphone app for participants
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

How to use the ExperienceFellow smartphone app
VIMEO.COM/34160910
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

Real-time Visualization as journey map
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

Advanced ﬁltering techniques
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

Location-based visualization with clustering
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

High-resolution PDF export for large format printsHigh-resolution PDF export for large format prints
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

Wayne parking kiosks - Philadelphia, PAWayne parking kiosks - Philadelphia, PA
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

IN THE END IT'S
JUST A USABILITY TEST.
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

THANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
OUR
BESTSELLER
FROM 2010
Klaus Schwarzenberger
klaus@experiencefellow.com
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain

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USECON RoX 2015: Slip into your customers' shoes - Mobile Ethnography

1. 2015 Slip into your customer's shoes Klaus Schwarzenberger RoX 2015 - Vienna 12 November 2015

2. 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* Slip into your customer's shoes RoX,Vienna @MrBlackmountain

3. 78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Slip into your customer's shoes RoX,Vienna @MrBlackmountain

4. CX RESEARCH Slip into your customer's shoes RoX,Vienna @MrBlackmountain

5. CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKE Slip into your customer's shoes RoX,Vienna @MrBlackmountain

6. CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKE When do you measure customer satisfaction? Slip into your customer's shoes RoX,Vienna @MrBlackmountain

7. CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKE 9 78.4% OF OUR CUSTOMERS RATE OUR SERVICE: “VERY GOOD”. Slip into your customer's shoes RoX,Vienna @MrBlackmountain

8. TALK TO YOUR F***ING CUSTOMER. REALLY. Slip into your customer's shoes RoX,Vienna @MrBlackmountain

9. QUALITATIVE   QUANTITATIVE   Slip into your customer's shoes RoX,Vienna @MrBlackmountain

10. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Slip into your customer's shoes RoX,Vienna @MrBlackmountain

11. SURVEYS photo credit shutterstock / mama_mia QUANTITATIVE Slip into your customer's shoes RoX,Vienna @MrBlackmountain

12. CONVERSION ANALYSIS QUANTITATIVE photo credit shutterstock / GaudiLab Slip into your customer's shoes RoX,Vienna @MrBlackmountain

13. FOCUS GROUPS photo credit shutterstock / wavebreakmedia QUALITATIVE Slip into your customer's shoes RoX,Vienna @MrBlackmountain

14. CONTEXTUAL INTERVIEWS QUALITATIVE photo credit shutterstock / af8images Slip into your customer's shoes RoX,Vienna @MrBlackmountain

15. NON-PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Yiulia Grigoryeva Slip into your customer's shoes RoX,Vienna @MrBlackmountain

16. PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Monkey Business Images Slip into your customer's shoes RoX,Vienna @MrBlackmountain

17. WORK-ALONG QUALITATIVE photo credit shutterstock / Num Skyman Slip into your customer's shoes RoX,Vienna @MrBlackmountain

18. photo credit shutterstock / Kzenon SELF-DOCUMENTATION QUALITATIVE AUTO-ETHNOGRAPHY Slip into your customer's shoes RoX,Vienna @MrBlackmountain

19. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Slip into your customer's shoes RoX,Vienna @MrBlackmountain

20. … AND MANY MORE Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking QUALITATIVE   QUANTITATIVE   Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Non-participant observation Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Slip into your customer's shoes RoX,Vienna @MrBlackmountain

21. SELF-CONDUCTED DESIGN RESARCH SELF-CONDUCTED Mobile Ethnography Slip into your customer's shoes RoX,Vienna @MrBlackmountain

22. Free smartphone app for participants Slip into your customer's shoes RoX,Vienna @MrBlackmountain

23. How to use the ExperienceFellow smartphone app VIMEO.COM/34160910 Slip into your customer's shoes RoX,Vienna @MrBlackmountain

24. Real-time Visualization as journey map Slip into your customer's shoes RoX,Vienna @MrBlackmountain

25. Advanced ﬁltering techniques Slip into your customer's shoes RoX,Vienna @MrBlackmountain

26. Advanced ﬁltering techniques Slip into your customer's shoes RoX,Vienna @MrBlackmountain

27. Location-based visualization with clustering Slip into your customer's shoes RoX,Vienna @MrBlackmountain

28. Location-based visualization with clustering Slip into your customer's shoes RoX,Vienna @MrBlackmountain

29. High-resolution PDF export for large format printsHigh-resolution PDF export for large format prints Slip into your customer's shoes RoX,Vienna @MrBlackmountain

30. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Slip into your customer's shoes RoX,Vienna @MrBlackmountain

31. Wayne parking kiosks - Philadelphia, PAWayne parking kiosks - Philadelphia, PA Slip into your customer's shoes RoX,Vienna @MrBlackmountain

32. IN THE END IT'S JUST A USABILITY TEST. Slip into your customer's shoes RoX,Vienna @MrBlackmountain

33. THANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider OUR BESTSELLER FROM 2010 Klaus Schwarzenberger klaus@experiencefellow.com Slip into your customer's shoes RoX,Vienna @MrBlackmountain

USECON RoX 2015: Slip into your customers' shoes - Mobile Ethnography

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USECON RoX 2015: Slip into your customers' shoes - Mobile Ethnography