Customer Experience - How to survive in the 21st century
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British Chamber of Commerce breakfast event, May 2014, Singapore
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Customer Experience - How to survive in the 21st century
- 1. Customer Experience How to survive in the 21st Century
- 5. Manning Wins Top Award for Women in Technology Leadership Entrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
- 7. Experiences are about people
- 8. Experiences are about emotions
- 10. Social media = biggest soap box ever
- 11. Story time
- 13. Zappos A service company that happens to sell shoes • Free shipping both ways • 365-day return policy • Fast fulfilment, expedited delivery • 24/7 1-800 number on every page • Fast, friendly & expert customer service
- 24. Zappos’ success $0m $200m $400m $600m $800m $1,000m $1,200m Year0 Year1 Year2 Year3 Year4 Year5 Year6 Year7 Year8 Year9 Year 10: Acquisition by for $1.2bn
- 26. What makes a good customer experience?
- 28. Kano model axes
- 30. Kano model Basic expectations
- 32. Kano model Performance payoff
- 35. Surprise!
- 36. Nokia = great design style
- 37. Innocent juice = humour
- 38. Hay-Adams panda = quirk
- 39. But…
- 43. Keep swimming Basic expectations = hygiene factors. Perform poorly on these and you suffer. Performance payoffs = standard factors. The more you do, the more guests appreciate it. Excitement generators = wow factors. This is what will make you memorable. Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
- 45. Booking
- 46. Improving the customer experience A methodical approach
- 47. Has personal significance Memorable, worth sharing Adapted from Stephen P. Anderson / poetpainter.com Easy to use, works like I think Can be used without difficulty Available and accurate Does what I need Hard to cross!
- 48. How to make a great user experience 1 Find out what to improve 2 Learn about your customers 3 Find out about touchpoints 4 Design the improved experience 5 Prototype, test, repeat
- 49. 1 Find out what to improve
- 55. We listen to social media conversations
- 59. How do we improve it?
- 60. Image credits: ideath (Flickr)
- 61. Image credits: Joe Shlabotnik (Flickr)
- 62. Image credits: andy101 (Worth1000)
- 64. Image credits: Jeff Gothelf
- 66. Image credits: milos milosevic (Flickr)
- 67. Image credits: Brandon Koger(Flickr)
- 68. 2 Learn about your customers
- 69. Image credits: Methos04 (Flickr)
- 70. Image credits: GlowPlug (Flickr)
- 75. 3 Find out about touchpoints
- 77. Image credits: GfK Group
- 78. Image credits: EduolimA, weegeebored, hundrednorth, pixalens (Flickr)
- 79. Image credits: OakleyOriginals (Flickr)
- 84. Customer touchpoints Static • Products • Promotion • Collateral • Contracts Human • Sales • Service • Support • Word-of-mouth Interactive • Email • Website • Blogs • Social networks
- 88. Image credits: jurvetson (Flickr)
- 89. Image credits: Kalsau (Flickr)
- 90. Image credits: Kalsau (Flickr)
- 91. Image credits: Paul englishpen (Flickr)
- 92. Image credits: Paul Mayne (Flickr)
- 101. Story time
- 102. Contact form with 11 fields
- 103. Contact form with 4 fields
- 104. +150% conversion rate 0 50 100 150 200 250 300 Original form Reduced form
- 105. Story time
- 106. The $300m button
- 107. Story time
- 108. Expedia
- 109. The $12m form field Name* Company Address* City* Country* Card number* Name on card* John Doe Citibank Singapore 8 Marina View Tower 1 Singapore
- 110. The $12m form field - article
- 112. Gamification
- 113. Gamification? Adding game mechanics like Scores & Levels Achievements / badges / reward systems Leader boards to non-game activities to influence people to complete tasks they would otherwise not.
- 114. Gamification
- 115. Gamification
- 121. Image credits: HyperXP.com (Flickr)
- 122. Image credits: SAP
- 123. Image credits: Adobe
- 130. Image credits: eekim (Flickr)
- 131. Image credits: matteopenzo (Flickr)
- 132. A/B testing: Refine your content, messaging and design
- 133. Understand people Design to their needs Test and refine
- 134. How to make a great user experience 1 Find out what to improve 2 Learn about your customers 3 Find out about touchpoints 4 Design the improved experience 5 Prototype, test, repeat
- 135. Tom Voirol Global Head of User Engagement Margaret Manning Group CEO
Notas do Editor
- Zaz Lamarr
- Dr Noriaki Kano
- We can look at experiences with products and services like this…
- Listen to them
- Some will rant
- Some will rave
- We can use market research
- We can follow what people are saying online
- We can listen to them on social media
- We can see what they do on our website through goal conversion tracking
- We can be our own customer
- We can go mystery shopping. Reading Room directors applied for jobs using fake identities and cvs to test our recruitment procedures.
- User research does not mean asking people what they want
- As Henry Ford, creator of the Model T, which popularised cars and made them available to almost everyone, famously said:
- “If I had asked people what they wanted, they would have asked for a faster horse”
- What he meant to say is that people’s imaginations are bound by what they already know, Their current situation and environment shape their expectation.
- Alternatively, they might not ask for a faster horse, but let their imaginations go crazy and ask for the equivalent of a unicorn.
- Or they may simply not know what they want. It becomes apparent that asking people for a solution is not a good idea.
- So what is the way to innovation through user research then? Rather than asking users for solutions.
- We consider the audience for your product, service, website or app
- But the audiences go beyond the obvious, beyond current and potential customers. We look at all audiences. Regulators, onlookers, media, the competition, and so on
- So how do we segment your audiences?
- A tempting approach is to use demographics. You know, 25-34 year old females in urban areas.
- In fact, we don’t care much about demographics. For research leading to innovation, we need to go beyond demographic segments and look at what’s known as psychographics.
- For some of it, we can rely on existing research, like Forrester’s social psychographics.
- To innovate for people you need to understand people
- We care mostly about how people behave.
- Behavioural data is always preferable to attitudinal data.
- Personas
- Develop scenarios and storyboards for how people live, work, and interact.
- Use techniques like brainstorming…
- …mind mapping…
- …affinity diagramming…
- …play-acting…
- …or just good old-fashioned thinking hard about it
- Sometimes innovation means taking a step back
- Sometimes innovation means challenging orthodoxy
- As will your second
- And the one after that