2. What
What is a Closure Experience
Why the customer life cycle is biased
What created this situation
How it has impacted us
Good and bad Closure Experiences
Techniques and models
3. The satisfactory conclusion to a product or
service relationship. Each party feeling
satisfied with the completed transaction, it
being a fair, just conclusion without
negative consequence.
Closure
”
”
5. 1. 2. 3.
Any consumer experience can
be broken down into 3 stages
On-Boarding Off-BoardingUsage
The stable, committed
relationship between the user
and the service they use, or
the product they own.
It is the effort it takes to get the
customer to commit to the
product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the
effects of the engagement. To
complete the agreed engagement. It is
the conclusion of the relationship.
6. engagement
time
Starting
Experiences
Closure
Experiences
Fuelled by commerce Fuelled by society
Language of self actualisation Language of safety and security
On-Boarding Off-BoardingUsage
The stable, committed
relationship between the user
and the service they use, or
the product they own.
It is the effort it takes to get the
customer to commit to the
product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the
effects of the engagement. To
complete the agreed engagement. It is
the conclusion of the relationship.
Joe Macleod. Closure Experiences.
7. Packaging
Advertising
Marketing
engagement
time
Examples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting
Experiences
Closure
Experiences
Fuelled by commerce Fuelled by society
Language of self actualisation Language of safety and security
On-Boarding Off-BoardingUsage
The stable, committed
relationship between the user
and the service they use, or
the product they own.
It is the effort it takes to get the
customer to commit to the
product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the
effects of the engagement. To
complete the agreed engagement. It is
the conclusion of the relationship.
Joe Macleod. Closure Experiences.
8. engagement
time
The
interest
gap
Packaging
Advertising
MarketingExamples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting
Experiences
Closure
Experiences
Fuelled by commerce Fuelled by society
Language of self actualisation Language of safety and security
On-Boarding Off-BoardingUsage
The stable, committed
relationship between the user
and the service they use, or
the product they own.
It is the effort it takes to get the
customer to commit to the
product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the
effects of the engagement. To
complete the agreed engagement. It is
the conclusion of the relationship.
Joe Macleod. Closure Experiences.
9. engagement
time
The
interest
gap
Packaging
Advertising
MarketingExamples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting
Experiences
Closure
Experiences
Fuelled by commerce Fuelled by society
Language of self actualisation Language of safety and security
On-Boarding Off-BoardingUsage
The stable, committed
relationship between the user
and the service they use, or
the product they own.
It is the effort it takes to get the
customer to commit to the
product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the
effects of the engagement. To
complete the agreed engagement. It is
the conclusion of the relationship.
Joe Macleod. Closure Experiences.
10. The customer life cycle
is biased
There is a gap of interest
Consumers and industry in
codependent denial
Joe Macleod. Closure Experiences.
23. Increased wages
Joe Macleod. Closure Experiences. CWD Negative Collection, Orange & District Historical Society
work less? buy more?
24. Medicine learnt to
control death,
Portrait of Dr. Samuel D. Gross.Thomas EakinsJoe Macleod. Closure Experiences.
25. and hid it away.
Gross Clinic on display at the Army Post HospitalJoe Macleod. Closure Experiences.
26. Consume
Heaven on Earth
without end
Joe Macleod. Closure Experiences. American Abundance for allVintage ad Wheaties sweepstakes 1958
27. Death gave birth to
Heaven
Work was un-Godly
Death was an expected
part of life
Heaven is abundant
on Earth
Work and
investment Godly.
Death is hidden
from life
So…
Joe Macleod. Closure Experiences.
28. Closure changed…
Joe Macleod. Closure Experiences.
Closure had value
and a vocabulary
Closure is hidden,
overlooked and
unwanted
30. Ernest Becker
Denial of Death
Terror
Management
Theory
“most human action is taken to ignore
or avoid the inevitability of death”
Joe Macleod. Closure Experiences.
32. Terror Management Theory
Kasser and Sheldon
2000
Researchers attempted to
connect consumption to
Terror Management Theory
Liberation. M.C. Escher 1955Joe Macleod. Closure Experiences.
33. Terror Management Theory
Kasser and Sheldon
2000
“suggested that concerns
about mortality, although sub-
conscious, strongly influence
our behaviour and aspirations
about material goods and
economic status”
Joe Macleod. Closure Experiences.
34. Terror Management Theory
Kasser and Sheldon
2000
“suggested that concerns
about mortality, although sub-
conscious, strongly influence
our behaviour and aspirations
about material goods and
economic status”
this impacts our relationship
with consumption
Joe Macleod. Closure Experiences.
35. Role Exit
Helen Rose Fuchs Ebaugh
1988
“doubts are often ignited from organisational changes, personal
burnout, a change in relationships, or the effect of some event.
These doubts are then reflected to peers or friends as cuing
behaviour.”
Joe Macleod. Closure Experiences.
36. Role Exit
First doubts
cuing
behaviour
• Organisational changes
• Burnout
• Changes in relationships
• Events
assess following
situations
seeking out individuals
who will reinforce doubts
re-evaluation of the situation
and temporary halting of the
doubting process
negative interpretation
of subsequent events
agreement
of others
reinforcement of
doubts
Seek
alternatives
Joe Macleod. Closure Experiences.
37. Closure is started with
a doubt
Role Exit
Joe Macleod. Closure Experiences.
39. Government
The only service your born into.
Petr Kratochvil. CCJoe Macleod. Closure Experiences.
To leave; vote, move or die
40. By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences.
Nuclear deterrent
UK spends £205 Billion on Trident
“A nuclear weapon must be always at the
ready, yet never used” Bernard Brodie
Never ending story
Multi-billion £ oxymoron
41. By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences.
Divorce
Never ending story
£205 Billion
Divorce rates doubled between 1970
(58,239) and 1980 (148,301)
Marriage/Divorce
Marriage ended by husband
by saying “Talaq" 3 times
5 reasons considered
grounds for divorce in UK
1. Adultery,
2. Un-reasonable behaviour,
3. Desertion,
4. Lived apart for 2 years and agreed to
get divorced
5. Lived apart for 5 years without
agreement
UK Government
Divorce with
Blame
Immediate
Divorce
JanVan Eyck.Arnolfini Wedding Portrait
Russian revolution in 1918.
• Helped people leave abusive
relationships.
• Lowered the incidents of wives
committing suicide by 8-16%
• 30% decrease in domestic
violence
Betsey Stevenson and Justin Wolfers
No Fault
Divorce
• 1 in 11 Muslim women are
survivors of triple Talaq
• Vast majority receiving no
compensation.
Bharatiya Muslim Mahila Andolan (BMMA)
42. Thad Zajdowicz. CCJoe Macleod. Closure Experiences.
Credit cards
US household debt as of Q1
2016, is $132,086
www.nerdwallet.com
Credit cards US average $15,310
Consumer rewarded for more debt.
Never rewarded for paying back.
Gaming debt.
Not celebrating
good debt payers.
43. Switch Guarantee
Energy industryFinancial industry
“people change their bank accounts, on average, every 26 years”
“75% of personal current account holders have never switched, with nearly 1 in 5
saying this was because of the hassle and potential risks.”
Current Account Switch Service will let
consumers safely and reliably switch their
accounts between banks in 7 days. Sept 2013
Independent Commission on Banking Report
(a) 36% did not think it was possible to change one or more of the following:
tariff, payment, method and supplier.
(b) 34% said they had never considered switching supplier.
(c) 56% said they had never switched supplier, did not know it was possible or
did not know if they had done so.
Competition and Markets Authority
Energy Switch Guarantee is a commitment
that promises a speedy and safe switch from
one energy provider to another. June 2016
Big industry find it hard to create endings.
So watchdogs have to do it for them.
44. Joe Macleod. Closure Experiences.
Gyms
Attrition rate of gyms 30-50%.
Even the best gyms are losing 30% each year
www.ptdirect.com
2 in 5 people had trouble canceling contracts.
1 in 4 people had a notice period over 1 month.
1 in 5 found they couldn't leave due to being
tied in for minimum term.
which.co.uk
Gyms deny endings
with contract lock-ins.
Opportunity to create a best in class Closure
Experience - celebrate the ending.
45. Office of War Information Photograph Collection . CCJoe Macleod. Closure Experiences.
UK Financial
Ombudsman
Negotiate settlements between
customers and companies in UK
2009 considered 127,000 cases.
In 2014 this leapt to 512,000
£13.4bn cumulative payouts mis-
selling PPI UK
46. Cultural bias towards On-Boarding
Users trapped in contracts
Business fail to create closure
Off-Boarding lengthy, legal and hidden
Joe Macleod. Closure Experiences.
Services
49. Consciously Connected to the
rest of the experience through
Emotional Triggers that are
Actionable by the user in a
Timely manner.
A good Closure Experience will be…
Joe Macleod. Closure Experiences.
50. Consciously Connected
Closure is Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
51. Canon fail to link the
starting experience, and
the closure experience -
despite having all the bits.
Nearly 500ml of
redundant space in
Canon packaging.
A printer pioneer, having
operated a cartridge
recycling program since
1990.
Users don’t understand
what ‘benzisothiazol’
means and therefore can’t
action anything about it.
On-Boarding Off-Boarding
Fill in form, sign
T&Cs - 2300
words.
Usage
Canon Ink Cartridge
Joe Macleod. Closure Experiences.
52. Joe Macleod. Closure Experiences.
Sales interviews
The conversation is a ‘sales opportunity’
Sky requires the customer to have a 1 hour phone
call if they want to leave
Gavin Hackwood from UK. Attempted to leave
Sky. After 90 minute call his request was denied.
53. Pensions
Pensions need to connect
a Starting experience and
a Closure experience over
decades.
1 in 4 of these pension
pots goes missing through
lack of contact.
Age Concern
Average of 11 employers in
our lifetime.
Department for Work and
Pensions UK
20s 65s40 years of v i s i b i l i t y
lifespan
Joe Macleod. Closure Experiences.
54. Emotional Triggers
Closure is Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
55. Marie Kondo Tidying Technique
New York Times
Questioning: does a product
‘bring you joy?’ helps the owner
understand the meaning if
ownership and responsibility.
Encourages
emotional endings
with the clutter in
your home
‘Goodbye, and thank you for
teaching me what doesn’t suit
me’
Joe Macleod. Closure Experiences.
56. Actionable
Closure is Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
57. HTC One Mini Packaging
Some packaging
mis-places closure
Starting experiences wrapped
up as long term responsibility
Closure experience overlooked
as important or actionable
Joe Macleod. Closure Experiences.
58. Carbon off-setting
on flights. As part
of the customer
lifecycle worked.
Carbon off-setting for flights was part
of the customer purchase lifecycle.
Sadly it has moved into the
background, and airlines do it as part
of their Social Responsibility.
Carbon off-setting
for your flight
A perfect moment to ask
about a Closure Experience
Joe Macleod. Closure Experiences.
59. Timely
Closure is Consciously Connected to the rest of the
experience through Emotional Triggers that are
Actionable by the user in a Timely manner.
60. A commitment
to the perceived
lifetime of the
product
CCO by Ryan Stone
Traditional approaches
of warranty aim to
reassure against failures
in the product. KIA aims
to deliver assurance to
the lifetime of the
product.
Kia
KIA 7 year
warranty
disrupted the
market when it
first launched.
Joe Macleod. Closure Experiences.
61. Mortgages
Jameslwoodward
There should be a period of
reflection and celebration.30 years of
payback shouldn't
end in a moment
Sadly debt is only celebrated, when more debt is added.
Paying off debt is not celebrated,
avoiding a Closure experience for the user.
Joe Macleod. Closure Experiences.
62. DNR. Do Not Resuscitate
Jameslwoodward
Occasionally resuscitation takes place
despite the existence of a DNR. Prompting
many elderly people to get their first tattoo.
DNR is over
burdened as an
interface.
A DNR document is a humble A4 piece of
paper that informs medical staff about the
life and death intentions of the user.
Joe Macleod. Closure Experiences.
65. 65
Consequences
Joe Macleod. Closure Experiences.
Rebirth Reflection Rest
Released to take part in
another experience
Look back at a
wonderful experience
Provides an
opportunity to rest, a
moment of peace
Closure Experience will bring about
Resentment
I could have made more
of that opportunity
Regret
I feel cheated, and its
someones fault.
Desirable Avoidable
3.
66. 66
Closure Experiences
There are 5 main types of closure
experiences the user has with Services.
Joe Macleod. Closure Experiences.
Time out Credit out
Task/Event
completion Withdrawal Lingering
2 week holiday, 3 year
degree, 1 year
software subscription,
Pay As You Go,
Points on your
driving license
Parcel delivered, boiler
fixed, car serviced,
concert watched,
operation successful,
money transferred
Break the contract,
leave the film early, end
the relationship,
A pension that you no
longer pay into. An
unused gym
membership
2 3 4 51
2.
67. 67
Transaction types
Joe Macleod. Closure Experiences.
Payment after
delivery
Payment
before delivery
Scheduled
payment Synchronous
Continuous
observation
restaurants, plumbers,
hairdressers, taxis
flights, trains, music
concert
gym membership, car
insurance, utility
payments
digitised services, pay-
as-you-go,
commissioned services
Google Maps,
Facebook, phone
manufactures, carriers
The Transaction type establishes the relationship for the rest of the
service delivery and therefore characterises the Closure Experience.
2 3 4 51
1.