This presentation was one that Trent Mankelow of Optimal Usability recently gave. It shows the 3 Keys to World-class Customer Experience.

1. How to Create Online Experiences That People LOVETrent MankelowOptimal Usability Photo from http://www.flickr.com/photos/jamesclay/2264414513/

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9. What makes world-class customer experience?

10. World-class companies focus on three things

11. Case Study 1

12. "In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth" - Tony Hsieh, Zappos CEO Quote from http://www.fastcompany.com/fast50_09/profile/list/zappos Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg

13. “That was the best customer service I have ever had”

14. From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/

15. Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/

16. New employees are offered $2,000 to quit

18. “It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense” - Tony Hsieh, Zappos CEO 18

21. X 1,000,000,000

22. Zappos is a service company that happens to sell shoes Photo from http://www.flickr.com/photos/lachlanhardy/83702051/

23. World-class companies focus on Service

24. World-class companies explicitly design the entire service experience: across interactions and across channels

28. Your TV is ready to pick up!

29. Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg

30. A new TV!!

31. Websites Communications Physical environments Customer-facing staff Payment systems Packaging

32. Pop quiz What percentage of people cross at least two channels when making a purchase? 15% 30% 50% 70%

33. Source: Profiling The Multichannel Consumer How Retailers Can Enable Multichannel Consumer Behavior Forrester Report July 29, 2009, By Patti Freeman Evans 70%

34. "Each customer-facing channel is an instrument in a symphony" - Subject to Change So, who is the conductor?

35. CXO World-class companies have a

36. CXO

37. Case Study 2

38. “As a discussion about design grows longer, the probability of using Apple as an exemplar approaches one”(With apologies to Adaptive Path and Mike Godwin)

39. Apple have a fanatical focus on elegant, emotional design

40. They throw away 90% of the work they do

41. Design is infused throughout the customer journey 41

42. The results

43. World-class companies focus on Design

44. “Design-embracing” companies outperformed their competitors on the FTSE index by an average of 10 percent

45. Design ≠ Aesthetics

46. “Design’s power runs far deeper than aesthetics.... If you are mapping out a sales strategy, or streamlining a manufacturing operation, or crafting a new system for innovating you are engaged in the practice of design” - Bill Breen, Masters of Design, 2004

47. , simplify, simplify World-class companies simplify

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49. vs.

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54. “In the everyday world, we want to get on with the important things in life, not spend our time in deep thought attempting to open a can of food or dial a telephone number.” - Don Norman

55. “My buddy Russ and I were talking one day. ‘What the fuck should I make for dinner?’ I queried. That's the genesis for this website.”

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60. World-class companies have personality

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65. Case Study 3 65

66. "Quicken is not quick, there's got to be a better way to do this.” – Aaron Patzer, CEO and founder

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68. Mint even warns you when your bank charges fees! 68

69. Mint focuses on helping individual users make sense of their own data

70. “The reason you work so hard in life is to enjoy the financial benefits of doing that work...achieving those goals is where Mint wants to help people. The way we do this is by highlighting and focusing on the insights on current behaviour, and then promoting actions that people can take to make change a reality."- Aaron Forth, Mint.com Product Manager

71. The next level of insight is in comparing ourselves with others like us

72. 2,000,000 users 2 years $2,000,000 marketing

73. World-class companies focus on Data

74. Dopamine makes us seek Sex Information?? Food

75. “I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” - Hal Varian, chief economist at Google

77. World-class companies provide tools to help customers understand their own data

83. World-class companies focus on three things

84. A final point - Devices Mobile Location-aware Touch-enabled Context-aware

85. Mobile

86. Location-aware

87. Touch-enabled

88. Context-aware

89. In conclusion

90. What? So what? Now what?

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92. Read

93. Play

94. Show

95. Thanks Trent Mankelowtrent@optimalusability.com Sign up to our newsletter at optimalusability.com!