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Customer Experience: Why Should You Care?

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Customer Experience: Why Should You Care?

  1. 1. Customer Experience Why Should You Care?
  2. 2. As marketers we are the messengers of the brand promise for new and existing constituents. tangerine lab
  3. 3. Less and less our customers are comparing us to our competitors… tangerine lab
  4. 4. ….and more and more they are comparing us with the best of the best in how we are relevant to their lives! Conventions Of Experience Across All Brands Utility Omni Channel Portability Speed Entertainment Connect & Share Ease of Use Access Personalization tangerine lab
  5. 5. Sector benchmarks are important but not everything! /tmp/PreviewPasteboardItems/ TangerineLab_PitchDeck_Last (dragged).pdf tangerine lab
  6. 6. Your customers expect individualized and personalized treatment. They see themselves as a “segment of one”. 86% of consumers will pay more for a better customer experience. Source: RightNow Customer Experience Impact Report 2011 tangerine lab
  7. 7. Your customers are generating loads of data as they interact with you and your competitors. This data are signals about preferences and expectations. Are you listening? Are you responding? Only 1% of customers feel that vendors consistently meet their expectations. Source: CEI Survey: Is it the Chicken or the Egg, Forbes tangerine lab
  8. 8. Your customer’s experience has a direct impact on their loyalty AND their willingness to recommend you to others. Only 37% of brands received good or excellent customer experience index scores in 2012. 64% of brands got a rating of “OK,” “poor,” or “very poor” from their customers. Source: Forrester’s Customer Experience Index, 2012 About 13 per cent of dissatisfied customers tell more than 20 people. Source: White House Office of Consumer Affairs, Washington DC tangerine lab
  9. 9. Mobile and social media are now mainstream. Your customers want to buy from you on their mobile device, receive service on social web and be seamlessly supported by your offline channels when necessary or as desired. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer 84% of US adults who have conducted an online transaction through a mobile device in the last year report experiencing a problem. Tealeaf Mobile Transactions Research Report Customers who engage with companies over social media spend 20% to 40% more money with those companies than other customers. Bain and Company, Putting Social Media to Work 50% of smartphone users would prefer to use a mobile customer service application to try to resolve their customer service issue before calling into the contact center. SpeechCycle and Echo Research Study tangerine lab
  10. 10. While technology is everywhere… tangerine lab
  11. 11. …your customers are interacting with your brand in both digital and physical tangerine lab worlds.
  12. 12. Customer Experience design is not just about your website… tangerine lab
  13. 13. …or your app… tangerine lab
  14. 14. …or your physical location. tangerine lab
  15. 15. Customer experience design is about empathy with your customer as they experience transitions in their interactions with you. tangerine lab
  16. 16. SOLD? tangerine lab
  17. 17. None of these brands became the best of the best by starting with… We need an app. We need a database. We need to be entertaining. tangerine lab
  18. 18. Brands of Empathy 18 They all started with empathizing with their customers and their real-life challenges or needs. Brands of empathy are informed by data, enabled by technology and delivered through multi-channel engagement. tangerine lab
  19. 19. “Brands of empathy” strive to be relevant “We don’t do advertising any more. We just do cool stuff. It sounds a bit wanky, but that’s just the way it is. Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people’s lives.” –Simon Pestridge, VP Marketing, Nike tangerine lab
  20. 20. tangerine lab
  21. 21. Real-life, mundane challenges…. § For average city dweller and taxi drivers. § San Francisco and most cities cap number of cabs despite population growth. § Dispatchers don’t care about prompt service or service at all. They make their money from leasing cars to drivers. § Customers don’t get service, drivers don’t make money! tangerine lab
  22. 22. Opportunity…. Disrupt a very unpopular, high cost, low service, low accountability business sector. tangerine lab
  23. 23. Vision: “Everyone’s Private Driver” • Focus on customer experience: Prompt Convenient Transparent Accountable Quality service Feels luxurious Tiered service levels tangerine lab
  24. 24. Realize the Vision! Vision How? Prompt Wait no more than a few mins Convenient Cashless User friendly UI Low friction order processing: 1-2 clicks Transparent Location of the car Driver’s name & contact info Customer rating Cost of the ride Status alerts BEFORE you use the service! Accountable Customer & driver ratings Quality New cars only, clean, customer ratings Luxurious “Everyone’s Private Driver” Tiered Service Levels UberX, Uber XL, Black Car, SUV, Taxi Some equal or cheaper than taxi! tangerine lab
  25. 25. Where do you start? tangerine lab
  26. 26. “Empathy is not walking in another’s shoe. First you must remove your own.” –Scott Cooke, Founder of Intuit tangerine lab
  27. 27. How do we design through empathy? tangerine lab
  28. 28. Journey Maps Journey maps emotionally connect us to insights and data to invoke a visually compelling account of our customer’s experiences. tangerine lab
  29. 29. All our customers have experiences with us…good, bad and indifferent. All experiences come with emotions. All emotions impact decisions. Experiences, emotions and decisions are there from the moment they become aware of our existence. Often their perceptions and our reality are NOT the same. tangerine lab
  30. 30. ALSO Customer experience and business objectives are not mutually exclusive! tangerine lab
  31. 31. Customer Journeys & Human Centered Design (AKA Design Thinking) tangerine lab
  32. 32. What Is Human Centered Design and How Can It Help Us? Made famous by Standford d.School & IDEO (David Kelley) A process by which you gain deep empathy for a customer’s needs, hopes, aspirations. tangerine lab
  33. 33. Step 1: Identify your customer You are designing for that “persona” who can move the dial on your business objectives Growth, retention and loyalty, advocacy…. tangerine lab
  34. 34. Step 2: State your objective In human terms express what will your effort do for your customer? What are your business objectives? What is the problem that you are trying to solve? Where do your business objectives and your customer’s converge? tangerine lab
  35. 35. Step 3: Map your customer journey tangerine lab
  36. 36. Step 4: Identify the “on stage” elements tangerine lab
  37. 37. Step 5: Register your customer’s emotions tangerine lab
  38. 38. Step 6: Identify the “back-stage” elements • Methods and procedures • Our vendor partners • Our partner organizations and government agencies • Our systems and tools • Skills, competencies, training • Rules and governance • Government regulation tangerine lab
  39. 39. Step 7: Prioritize to optimize Desirability What do people want? Feasibility What is Technically & Organizationally possible? Viability What is Financially viable? This is where it all happens! tangerine lab
  40. 40. tangerine lab Website: www.tangerinelab.com Twitter: @tangerinelab