Customer Experience Trumps Everything. What happens when you put a 100 UX designers in a room and scout for ideas? Take our word, it’s an ‘experience’ of a lifetime.

1. CUSTOMER EXPERIENCE
From research to journey mapping
Harikrishnan
menon

5. I think renaming tiger bread giraffe bread is a
brilliant idea - it looks much more like the
blotches on a giraffe than the stripes on a tiger,
doesn't it?
It is called tiger bread because the first baker who
made it a looong time ago thought it looked
stripey like a tiger. Maybe they were a bit silly.
-Chris King (age 27 & 1/3)

8. 87%
of all consumers
will never go back
to an organization
after a negative experience

9. 96%
unhappy
customers don’t
complain
91%
of them simply
leave
26
other unhappy
customers who
have remained
silent
15
friends about the
bad experience
For a Customer
complaint there
are
Every unhappy
customer will talk
to

10. 50%
Gave 1 week for
the companies to
respond
89%
Started doing
business with the
competitors
26%
Posted a negative
comment on
social media
79%
of those
comments were
ignored

11. 58%
The company
was unavilable
57%
Said they knew
more than the
company reps
knew
51%
Didn’t get their
name right
86%
Will pay for a
better experience

12. 68%
of the customers
believe you
don’t care
about them
9%
14%
5%
3% 1%
68%
Source: Smashing Magazine

13. Customer Loyalty
Customer Retention Customer Acquisition
Acquiring a new customer can cost up to 5 times more than retaining a current customer

14. FEELINGS
THOUGHTS
EMOTIONS
Customer Experience
Print Media
Mobile
Store Social
Customer Care
Friends

15. Customer Journey
RESEARCH
NEED
COMPARE
& DECIDE
BUY
SERVICE
Aspiration
Influence
Peer Pressure
Dissatisfaction
Website
Friends
Advertisements
Social Media
Review Website
Apps
Stores
Expert Advice
Comparison Tools
Websites
Apps
Friends
Offers
Stores
Brand
Cost
Expert Advice
Credit/EMI
Service
Warranty
Trends
Features
Location
Durability
Resale Value
Pay
Store
Online
Mode of Payment
Invoice
Mode of Delivery
Maintenance
Customer Care
Help
Delivery
Quality
Feedback
T
O
U
C
H
P
O
I
N
T
S

16. Product/Service Journey
OPPORTUNITY MARKETING
RESEARCH
IDEATE
DESIGN
Market
Customer
SELL
SERVICE
Trends
Bench Marking
Features
Technology
Data Analysis
Values
Brainstorming
Road Map
Design Strategy
Marketing Strategy
Design Roadmap
Design Sketches
Prototype
Implementation
Training
Testing
Costing
Merchandising
Advertisement
Website
Store
Merchandising
Apps
Blogs
Tie Ups
Payment Gateway
Mode of Payment
Credit
Invoice
Mode of Delivery
Up Selling
Cross Selling
Demos
Consultants
Feedback
Maintenance
T&C
Customer Care
Offers
Social Media
Offers
Events
Games
Email
SMS
T
O
U
C
H
P
O
I
N
T
S

17. Touchpoints
Ads
Mobile
Store
Social
Customer
Care
T&C
Website
Features
Service
Offers
Price
Specification
Digital Marketing
Digital Marketing
Design
Sales
Marketing
Sales
Digital Marketing
Design
Sales

18. A Bangalore Mall – A Case Study
Positive experience for customer, but negative impact on the business
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Avg Score
Avg Score vs Touchpoints
Touchpoints

19. DISCOVER UNDERSTAND DESIGN ITERATE IMPLEMENT
CUSTOMER
EXPERIENCE
PROCESS
DESIGN
THINKING
AGILE
CX

20. BUSINESS DESIGN
DESIGN
THINKING
DESIGN
THINKING
PROCESS
Empathize
Define
Ideate
Prototype
Test
Design Thinking is about taking
a human centered and iterative
approach to problem solving

21. Impact of CX on Business
US$8.94 billion US$14.65 billion US$ 1.364 billion US$31 million
US$83 billion
Poor customer experiences result in a loss by US enterprises each year
because of defections and abandoned purchases
Source
https://goinstant.com/blog/the-effect-of-competition-on-customer-experiences
http://blogs.forrester.com/megan_burns/12-03-28-our_data_once_again_shows_that_better_customer_experience_yields_millions_in_revenue_benefit
Oracle

22. Thank you !
@harikrishnanc