Maximizing the customer experience - Innovators Alliance
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Presentation to Halton Innovator's Alliance winter 2011
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Maximizing the customer experience - Innovators Alliance
- 1. Maximizing the Customer Experience Presented to: Innovator’s Alliance – Halton Chapter February 3, 2011 By Susan Abbott
- 2. Where we are going Small group discussion Dimensions of customer experience Why B2B is different than consumer experience and why it is not Science to use in your business Onboarding and service recovery
- 3. Let’s dive in Page 4 in booklets 2 minutes 5 minutes Regroup and share 2 key insights with total group
- 4. Page 6 in your booklet
- 5. Page 7 in your booklet
- 6. B2B is different than B2C Highly customized hard to standardize Almost always involves personal contact Usually multiple individuals involved on both sides Both sides have risks Transaction is usually not the end goal Page 8 in your booklet
- 7. But we are still dealing with human beings Filled with emotions And wired for survival Page 9 in your booklet
- 8. Four big mistakes: Assuming that functional considerations matter most Assuming business decisions are primarily rational Mistaking positive interpersonal for added-value relationship Failure to understand the world of the customer
- 9. We are loss averse -- mostly Page12 in your booklet
- 10. Peak-End rule Page14 in your booklet
- 11. Why “delighting the customer” is so difficult Page15 in your booklet
- 12. Page 15 in your booklet
- 14. Let’s dive back in to some discussion Regroup and share 2 key insights with total group Page 16 – 17 in your booklet
- 15. Page 17 in your booklet
- 16. Page 19 in your booklet
Notas do Editor
- If you want to influence the user experience, you can’t do it directly. I’m trying out a new metaphor here with the hand…. Process – the steps involvedPlace – where something happens – today, that could be a virtual place, including the web, telephone, cell phone, or on your propertyPeople – what are the people I am interacting with like? What are they doing? What are their behaviors? Do they create an impression of people who know what they are doing, people who care?Product – this is what people answer when you ask them what they are doing, buying, paying for. (only marketing people say they are buying happy memories. Real people say they are buying a trip to Disneyland)Communication – this is everything everyone says in person, on a web site, in a brochure or poster. It’s not just the words, it’s the whole communication message.On the person side, we have the experience of the experience. Psychological benefits e.g. happiness, security, joy, feeling carefree, feeling like a good parent, feeling like a contributing community member as a volunteerWe have Rational benefits – e.g. if I walk or run on a schedule, I will be more fit. We have sensing benefits – the feel of water on your skin, the smell of trees, the taste of hot chocolate at the arena.
- Example – coffee maker in hotel room.
- Example – coffee maker in hotel room.
- Social justice is a big driver of how people feel about an experience.I personally feel that the airport security experience has become about humiliating people who can afford to travel. That’s not the official story. We each build our own narrative about what is happening to us. Having a poor service experience creates a unique set of circumstances. (explain the chart).To make things right, you need to more than make up for the wrong…
- Social justice is a big driver of how people feel about an experience.I personally feel that the airport security experience has become about humiliating people who can afford to travel. That’s not the official story. We each build our own narrative about what is happening to us. Having a poor service experience creates a unique set of circumstances. (explain the chart).To make things right, you need to more than make up for the wrong…