the growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink functionalities of the product regarding the product experiences and their continuity with the end-to-end experience. this products are the products of tomorrow. they postpone the moment of maturity and, because customers can make them live with upgrades, they generate loyalty.

1. 3 words : product, customer, experience a materialization of the future a point of view by arnaudhuet arnohuet@gmail.com june 2009

2. Executives know that customer centricity is important, but they don’t always know how to deploy it and how to tie it directly to business results 1 - 2 - 3 - CRM solutions CRM solutions CRM solutions Customer Marketing Management Customer Marketing Management Product Marketing Product Marketing Product Marketing Customer Marketing Management Service Marketing Service Marketing Service Marketing Channel Marketing Channel Marketing Channel Marketing Customer-CentricDeployed Product-centric Customer-CentricUndeployed Priority

3. the growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink functionalities of the product regarding the product experiences and theircontinuitywith the end-to-end experience. Product experiences Product functionalities End-to-end customerexperiences Customer-Centricapproachisdeployed in the product marketing arnaud huet

4. “We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos Conditions of Customer Satisfaction are fulfilledwhen Brand deliversintegratedproduct and end-to-end experiences Exceed Traditional Early adopters Meet Expectations Young adults Typical Family Economy Time poor, cash rich Not meet Get information Check availability Make the choice / buy Use Share experience Resolve Complaint Key moment : Use of the product arnaud huet

5. Products are not only composed of functionalities. They deliver customer experiences based on functionalities email Websurf Chat Map Social blogging SMS Call Help Camera Illustrative example inspired by a mobile device arnaud huet

6. Evolutive product experiences generate positive emotions and engagement goodcustomer experience correlates highly to loyalty evolutivecustomer experience generates engagement  not locked locked on brand switch of brand switch of product  external churn internal churn arnaud huet

7. Experience becomes the best slogan Customer’s choice is based on what he values experience price brand product attributes Trends arnaud huet

8. Brands get their identity from customer representation and opinion brand values communication perception and emotion buzz brand representation and opinion events social platform perception and emotion customer experience product service channels brand materialization

9. Products that allow evolutive product experiences in order to improve the customer experience are customer-centric New vertical relationships As a game Product launch Over The Air Semantic analysis Experience Sharing Updates Usage statistics New version Focus group Open-innovation Application Technical Refining Functional Enrichment Permanent R&D Accessory arnaud huet

10. … updates of product experiences postpone the moment of maturity and increase sales. Customer-centric products already integrate the customer experience… Process of Innovation Product Life Cycle 1 - Research & Devt 2 - Design 3 - Test 4 - Introduction 5 - Growth 6 - Maturity 7 - Decline Functionalities Update and improve the product experience Define the customer experience arnaud huet

11. contact details & comments professional background arnaud huet