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The Power of Brand in Customer Experience - UCD Bristol #17
- 1. 1 The power of in CX design
- 2. 2 Hello im James @jamreece Service Designer @sparckhq
- 3. 3
- 5. 5 Sparck is the Digital Design Consultancy of BJSS
- 6. 6 We work with ambitious organisations to deliver growth and cost optimisation by (re)designing business strategies, services and products
- 7. 7 We work at a high velocity We are focussed on outcomes not outputs We help people shift their ways of working
- 8. 8 Researched, prototyped, designed and launched the new NHS App NHS APP
- 9. 9 CLARIFY THE IDEA TEST THE CONCEPT REFINE AND GO LIVE SCALE TO ENTERPRISE 2-6 weeks 6-15 weeks 8-20 weeks 20+ weeks Answer critical business questions through rapid prototyping & testing. Sprints let teams reach goals and deliverables and gain key learnings, fast Rapidly test & evolve through prototyping. Pinpoint the best opportunities, understand constraints, develop a business case and plan for production Fast, agile delivery of a high impact, quality assured & viable proposition to market, including systems integration, new workflows & training Catalyse transformational change; build the capabilities to make change continuous; measure & evolve the strategy RESEARCH & DESIGN ALPHA BETA INDUSTRIALIZ E
- 12. 12 The power of in CX design
- 13. 13 What we are covering today: • The age of experiences • What is a brand? • Minding the brand gap • Techniques to integrate brand in CX
- 14. 14 Part 1: The age of experiences
- 16. 17 “CX leaders have a 5.1x greater revenue growth on average than CX laggards.” - Forrester research https://www.forrester.com/report/CX+Quality+Can+Affect+Stock+Performance/-/E-RES142033
- 17. 18 What makes for a brilliant customer experience? https://giphy.com/gifs/top-cat-OirvEa3bdbjAA
- 18. 19 Meet & exceed customer expectations: • Customer needs • Mental model • Brand promise Brilliant Customer Experiences They meet organisational objectives: • Sales • Customer Lifetime Value • Cost to serve
- 19. 20 How UX sees itself How UX sees marketing https://eastinnovations.com/digital-transformation/digital-transformation-and-the-user/x https://www.reddit.com/r/nostalgia/comments/8u5jdb/the_candy_cigarettes_which_let_you_blow_a_puff_of/x
- 20. 21 Brands create interest and desire. https://makemac.grid.id/read/21973724/apple-kembali-jadi-perusahaan-paling-inovatif-buat-ke-9-kalinya
- 22. 23 “Our quest for efficiency must be tempered by an appreciation for the power and value of image, identity, brand, and other elements of emotional design.” Peter Morville http://semanticstudios.com/user_experience_design/
- 24. 25 Part 2. What is a brand?
- 25. 26 Brand ≠ Logo
- 29. 30 “A brand is an overall experience of a customer that distinguishes an organisation or product from its rivals in the eyes of the customer.” Wikipedia https://en.wikipedia.org/wiki/Brand
- 30. 31 Everything has a brand https://brandless.com/
- 31. 32 What makes a brand? How it represents itself Value proposition Customer experience How it talks about it’s self What it says it believes in Claimed differentiators Reality
- 32. 33 Brand is an organisation’s differentiator
- 33. 34 Brand provides the perfect opportunity to differentiate customer experiences
- 34. 35 Customer experiences are reaching functional parity
- 35. 36 Part 2. Mind the brand gap
- 36. 37 Brand promise Actual experience The brand gap Gap
- 38. 39 “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou Michael Ochs Archives/Getty Images
- 40. 41 We judge brands on the experience they give us, not on what they promise
- 41. 42
- 43. 44 Spot the brand gap
- 44. 45 See what the brand believes in, then check if it delivers it in it’s CX
- 45. 46 “Strive for perfection in everything you do. Take the best that exists and make it better. When it doesn’t exist, design it.” Sir Henry Royce
- 51. 52
- 52. 53 Adhering to CX principles can protect the brand
- 53. 54 “By your side, for your next step.” Lloyds Bank
- 54. 55© Lloyds Bank PLC
- 58. 59 “We're building a bank, together.” Monzo
- 59. 60 © Monzo
- 60. 61 © Monzo
- 61. 62 © Monzo
- 62. 63 © Monzo
- 64. 65 “Fly the friendly skies.” United Airlines
- 66. 67 Staff issue? Police issue? Service Design issue?
- 67. 68 Trying to fix this with service design • Better use of data • Propensity models • Move the conversation from loss aversion to reward • Ultimately prioritise customers to meet brand promise!
- 68. 69 “Keep climbing.” Delta Air Lines
- 69. 70 © Delta Air Lines
- 70. 71 © Delta Air Lines
- 71. 72 © Delta Air Lines
- 72. 73 © Delta Air Lines
- 73. 74 © Delta Air Lines
- 74. 75 Let brand differentiate the CX, without getting in the way
- 76. 77 Part 4. Experience principles and the brand lens
- 77. 78 Experience principles express the team’s shared vision for great CX
- 78. 79 Meet & exceed customer expectations: • Customer needs • Mental model • Brand promise Brilliant Customer Experiences They meet organisational objectives: • Sales • Customer Lifetime Value • Cost to serve
- 79. 80 What do effective experience principles describe? • Customer needs • Organisational behaviour change • Brand values
- 80. What makes a good experience principle? • Memorable • Helps you say no • Not a truism • Broadly applicable 81 https://matthewstrom.com/writing/principles.html
- 81. 82 Summary • Customer experiences are key, but are reaching functional parity • Brand is a differentiator of companies/products/services • We judge brands on the experience they give us, not on what they promise • Unique and desirable CX can be achieved using brand as a differentiator • Experience principles can help translate brand into CX
Notas do Editor
- User Experience Honeycomb by Peter Morville (2004)
- This is Mark, his only job is painting the coachline on cars using squirrel hair brushes
- Inspired by this great article: https://medium.com/@writingprincess/united-airlines-dude-use-your-data-to-solve-your-people-problem-9a813e0a551b
- Radio Frequency Identification (RFID) bag tags are already attached to bags everywhere Delta flies, and customers are reaping the benefits. Starting today, customers will now receive live push notifications from critical points along their bag’s journey. A quick note will let a customer know when their bag is successfully loaded onto an aircraft, which carousel it will arrive at for pickup and more.
- Delta Air Lines has added automatic check-in to the Fly Delta app to streamline the check-in experience for customers and take the guesswork out of accessing a boarding pass.
- When brand / marketing gets in the way
- What makes a good design principle? By Matthew Ström