The document provides an overview of how to take a "customer view" when designing products and services. It discusses creating customer groups based on shared needs and attitudes. Journey mapping is introduced as a way to visualize a customer's experience from start to finish. The presentation walks through sketching a current customer journey, envisioning an ideal future journey, and designing touchpoints to improve the experience based on customer needs and emotions at different stages. Taking a customer view is presented as key to building trust and loyalty between a company and its customers.

1. The Customer View
Master Class for VU University, Amsterdam
Lea Ward, Creative Director
January 22, 2014

2. Today
01 Learn to take a “customer view”
• Create customer groups
• Use journey mapping
02 See how this translates into
businesses that work better
© Cnote 2014

3. © Cnote 2014
Who’s Cnote?

4. We design products and services that add
meaning to the daily lives of customers.
Lea Ward
Creative director
Sophie Geelen
Cnote: founded in 2006, 10 women, 1 man plus network of freelancers, offices in Amsterdam & Boston
© Cnote 2014
CX Consultant

5. © Cnote 2014
Self-service transfer experience at Schiphol

6. to online
© Cnote 2014
The customer experience for Expresso

7. Tablet assisted sales at the Bijenkorf

8. Our vision
Investing in customer experience builds a
relationship of trust between company &
customer that pays out.
Stock performance
+ 22%
0%
for CX leaders
Source: Forrester Research, Outside In, 2013.
on average
- 49%
for CX laggards

9. Awards, publications and conferences
bla
bla
bla

10. © Cnote 2014
What is the “customer view”?

11. A company view
Lisa
Let’s take a company that
makes and sells women’s
clothing.
Production
Their customers are
important, and they circle
around the company.
Finance
Design
Marketing
Tech
Sales
© Cnote 2014
They are organized via
departments that focus
on the designing,
manufacturing and
retailing of things like
dresses.

12. A company view
Start
?
Let’s take Lisa. She just got
engaged to an Englishman. She
is invited to London to meet her
potential mother-in-law.
The right dress could make all
the difference. She buys one,
packs it in a suitcase so it
doesn’t wrinkle, and takes a taxi
to the airport.
Klant
On arrival she goes straight to
dinner (changing at the airport)
and – ideally– hits it off with her
future mother-in-law.
Lisa’s life
The companies who understand
her needs will be ones she does
business with for life.
© Cnote 2014

13. © Cnote 2014
How can a company “get”
the customer view?

14. 3. Visualize tomorrow’s
journey
2. Sketch today’s journey
4. Design the
experience
© Cnote 2014
1. Make customer groups

15. 3. Visualize tomorrow’s
journey
2. Sketch today’s journey
4. Design the
experience
© Cnote 2014
1. Make customer groups

16. What are Customer Groups?
• Customers with shared attitudes & needs vs. a service or product
• Dynamic & flexible – customers move in and out of groups
What are they used for?
• To determine customer strategy
• To give the customer a face for the organisation
© Cnote 2014
• To improve product & service design based on customer needs
16

17. For example
Target group
vs
Customer group
“If only I could
afford it, but for
now it’s a treat
to visit”
Women 49+, above normal
income, working in healthcare
Shoppers who buy during sale, and on special
occasions buy full price. Love the pampering
& exclusive feel of the experience.
© Cnote 2014
17

18. How to create Customer Groups
1. Understand customer needs & attitudes
2. Find the key dimensions > axes
3. Create & bring to life
© Cnote 2014
4. Check with front line staff, data
18

19. 1: Understand needs and attitudes
• What’s the service you want groups for?
o
The brand overall?
o
Or just shopping in-store?
o
Or a new personal shopper service?
• Observe, ask, listen
Interviews with customers
o
Front line staff
o
Observations
o
Data analysis
For example
• 11 interviews with
‘experts’ (shop- and
regional managers)
• 147 observations and
customer interviews
© Cnote 2014
o
19

20. 2: Select the key dimensions > axes
• Do data & interviews suggest key criteria?
o
Loyalty?
o
Frequency?
o
Approach to service (why and how they come)?
o
Do on your own vs. prefer to have others do it for you?
• What do front-line staff / experts use in dealing with customers?
• Try it out – plot people you interviewed to see if clusters form
© Cnote 2014
20

21. For example, at a women’s fashion retailer, key
criteria are loyalty & reason to shop
Level of loyalty
Don’t really know this brand
© Cnote 2014
“I want this”
“I’m looking around”
Focus in shopping
“I buy here all the time”
21

22. And we plot the Customer Groups on these criteria
“I buy here all the time”
Dress me!
(30%)
The
splurger
(10%)
Passer-by
(20%)
Don’t really know this brand
Wowdiscoverer
(5%)
© Cnote 2014
“I want this”
Level of loyalty
“I’m looking around”
Focus in shopping
Pantsseeker
5%
Fashion
connoisseur
25%

23. 3: Create & bring Customer Groups to life
• Fill them in, give them a size, and a name
• Flesh them out
o
Characteristics? How would you recognize them?
Biggest needs towards the service
o
Opportunities?
o
© Cnote 2014
• Cross check with front-line staff and data
23

24. Bring groups to life:
Define key characteristics, attitude & needs
Customer groups - Women’s fashion retailer
“I buy here all the time”
Dress me!
(30%)
• Conscious about fashion
and knows what she wants
• The FAN: Loves the feminine and easy
to combine clothing
• Likes the uniqueness of the
brand’s clothing
• Not familiar with fashion trends, or a
bit uneasy with them
• Would also shop at small
boutiques
• Assistants advise and give her
affirmation
Don’t really know it
© Cnote 2014
“I want this”
Fashion
connoisseur
25%
“I’m looking around”
Focus in shopping
Level of loyalty

25. Another example
Customer Groups for a Hospital Pharmacy
How serious is the disease
• Must buy medicine from hospital
• Long experience with hospital
• Have already had their medication
explained by the nurse
Shock!
(2,5%)
First time
• Now want to go home a.s.a.p.
Captive
customers
(20%)
• Just heard that they’re sick
• Are looking for support
• Want an extensive explanation
of their medication
Mild
© Cnote 2014
Very
often
How often at pharmacy
Very serious

26. 3. Visualize tomorrow’s
journey
2. Sketch today’s journey
4. Design the
experience
© Cnote 2014
1. Make customer groups

27. © Cnote 2014
What is a customer journey?

28. © Cnote 2014
Is it going to
stop??
Wait
Getting from A to B by taxi
Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com
28

29. Ugh….
2 people in
front of me
Wait
Call
© Cnote 2014
Is it going to
stop??
Getting from A to B by taxi
Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com
29

30. Is it going to
stop??
Ugh….
2 people in
front of me
Wait
Call
Ride
© Cnote 2014
Yuck. The smell
of cigarettes!
Getting from A to B by taxi
Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com
30

31. Is it going to
stop??
Ugh….
2 people in
front of me
Wait
Call
Ride
Is that right?
Have to find
Pay
money…
my
© Cnote 2014
Yuck. The smell
of cigarettes!
Getting from A to B by taxi
Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com
31

32. Look up
Source: Uber
© Cnote 2014
UBER: Not a taxi but a private driver
32

33. Look up
Source: Uber
Order
© Cnote 2014
UBER: Not a taxi but a private driver
33

34. Look up
Source: Uber
Order
Ride
© Cnote 2014
UBER: Not a taxi but a private driver
34

35. Look up
Source: Uber
Order
Ride
Pay
© Cnote 2014
UBER: Not a taxi but a private driver
35

36. With products that fit seamlessly …
Bron: Uber
36

37. Spot on direct & social marketing …
Bron: Uber
37

38. Dialogue to involve the customer …
Bron: Uber
38

39. … and a pro-active approach to issues
Bron: Uber
39

40. © Cnote 2014
What do you want to know in a journey?

41. The journey(s)
Start
?
Klant
Shopping
journey
Flying
journey
Taxi journey
© Cnote 2014
Lisa’s life

42. Flight cancelled!
Touchpoints
A
Airline
B
What
(doesn’t)
work?
© Cnote 2014
Lisa
What happens?
Emotions?
Needs?
Issues?

43. © Cnote 2014
Observe & interview
Zelf ervaren

44. © Cnote 2014
Experience it yourself

45. Through
interviewing,
observing and
experiencing
Fill in today’s journey
Cancelled?
Oh no!
Lisa
Touchpoints
Another 4 hrs !?
No Alternative
Long lines
Kiosk
SMS
Transfer
Web
App
Social media
B
Fast response
Rebooking
Airline
© Cnote 2014
A
Dead-end road
I assume they
can help me

46. © Cnote 2014
Here’s the template we use

47. 3. Visualize tomorrow’s
journey
2. Sketch today’s journey
4. Design the
experience
© Cnote 2014
1. Make customer groups

48. © Cnote 2014
What could it be?

49. © Cnote 2014
Look at
parallels

50. © Cnote 2014
Organize creative sessions

51. Fill in ideal journey
Lisa
Touchpoints
SMS
App
Social media
B
Airline
What is going on?
© Cnote 2014
A
Emotions
What is going
on?
Web
Touchpoints
Kiosk
Transfer
Per customer
group

52. 3. Visualize tomorrow’s
journey
2. Sketch today’s journey
4. Design the
experience
© Cnote 2014
1. Make customer groups

53. Key issue for Lisa is luggage
and the rules on checking vs.
carry-on. This RyanAir email
puts emphasis on luggage up
front and center.
© Cnote 2014
Design the touchpoints based on
customer needs
53

54. © Cnote 2014
Make sure things connect at right moment
54

55. foto: nu.nl
© Cnote 2014
Make sure it works

56. 3. Visualize tomorrow’s
journey
2. Sketch today’s journey
4. Design the
experience
© Cnote 2014
1. Make customer groups

57. ?
Klant
Lisa’s life
© Cnote 2014
At the end of
the journey,
mom-in-law
approves,
and...
Start

58. © Cnote 2014
Lisa: “Yes I do!”

59. And for your own work?
01 Customer groups
What groups are relevant for
your business or service?
02 Journey
What do customers do today?
Needs? Issues?
Emotions? Hiccups?
03 Journey
tomorrow
04 Design
How does your service improve
their journey? How to use this
to attract customers?
How to improve the proposition
based on “customer view”?
© Cnote 2014
today

60. For more tips & tools
Examples via Schmula blog
Pinterest Board
How To: Stanford D School
Template via Design Thinkers
Contact us
© Cnote 2014
How To : Adaptive Path
60

61. Customer Experience Design
Lea Ward, Creative Director
@LeaRW
Lea@Cnote.nl
Sophie@Cnote.nl
+31 (0)6 11 774 803