customer experience driven services and products
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@cathycracks
customer experience driven services/products
Topconf Tallinn.2014
Cathy Wang@cathycracks
@cathycracks
@cathycracksCathy Wang
Nomadic Vancouverite found mostly in Europe. Based in London.
Director, User Experience at EPAM Empathy Lab Visiting Lecturer at the school of creative arts in University of Hertfordshire.
I spend a lot of time thinking about the future, systems, and the interconnectivity of world around us.
@cathycracks
Systems thinking is a discipline for seeing wholes. It is a
framework for seeing interrelationships rather than things, for seeing patterns of
change rather than static 'snapshots.'
Peter Senge The Fifth Discipline Fieldbook (1994)
@cathycracks
The Traveling Salesman the problem
@cathycracks
ant colony optimisation algorithmthe solution
@cathycracks
Always design a thing by considering it in its next larger context —
a chair in a room, a room in a house, a house in an environment, an environment in a city plan.
Eliel Saarinen
applying systems thinking
@cathycracks
the lack of system context
@cathycracks
@cathycracks
What is customer experience? Why focus on customer experience? How to craft customer experience?
@cathycracks
how enjoyable were they to do business with?
how easy were they to do business with?
how effective were they at meeting your needs?
Customer Experience Index
enjoyable
easy
meets needs
by: Forrester Research
@cathycracks
Not just about product differentiation As customer choices increased, product advantages alone are no longer enough.
@cathycracks
“we need to do this”
“why do we need to do this?”
shifting into customer experience thinkingbringing values to offerings
@cathycracks
Values brings engagement.
Simplicity inspires trust and loyalty.
@cathycracks
“You’re not getting a refund, so fuck off.”- Michael O’Leary. Ryanair CEO
• low profit & share plummeting 13% (nov 2013)
• worst brand in the world (Siegel+gale brand simplicity index)
=
@cathycracks
• relaxed its hard-line cabin baggage allowance, • reduced penalties • allocated seating
customer needs
• online booking process from 17 clicks to 5 • dedicated mobile app
digital overhaul
and it’s working32% increase in profit 9 % increase in revenue
“Always Getting Better” plan starting with “fixing the things our customers don’t like”
• commitment to customer experience • data driven
brand voice
@cathycracks
the way we experience the world is changing
@cathycracks
how services/products reach customers has changed
@cathycracks
how services/products reach customers has changed
@cathycracks
Multi-faceted experience
before during after
multiple activities
multiple touchpoints
multiple locations
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
“That’s an interesting product”
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
look up information
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
“how is this different?”
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Ask for demo
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
purchase!
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Set up the new service
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Seek assistance
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
finish setup
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Watch video
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Read FAQ
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Live chat
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Multi-touchpoint user journey
@cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
before during after
Multi-touchpoint user journey
@cathycracks
Emerging interaction in customer experience
NATURAL ADAPTIVE ANTICIPATORY
@cathycracks
stepping away from the keyboards and screensNatural
@cathycracks
stepping away from the keyboards and screensNatural
@cathycracks
stepping away from the keyboards and screensNatural
@cathycracks
stepping away from the keyboards and screensNatural
@cathycracks
Devices become what you need it to be.Adaptive
@cathycracks
Devices become what you need it to be.Adaptive
@cathycracksPrecious Studio. Multiscreen patterns
http://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/
connecting the different screensmore than just one screen
@cathycracks
Proactive and ContextualAnticipatory
@cathycracks
Proactive and ContextualAnticipatory
@cathycracks
all the information
information that matters
@cathycracks
@cathycracks
a realm of unfamiliar interactionsa new era of how we experience the world
@cathycracks
Simplicity inspires trust and loyalty.
@cathycracks
no longer about choices
@cathycracks
Trust as the base for emotion.companionship, friendship, love, agreement, relaxation, comfort.
@cathycracks
invisible threads are the strongest tiesconnecting experiences with emotion
@cathycracks
invisible threads are the strongest tiesconnecting experiences with emotion
@cathycracks
invisible threads are the strongest tiesconnecting experiences with emotion
@cathycracks
enjoyable
easy
meets needs
! the emotional experience
1 Step forward into the future
@cathycracks
http://en.wikipedia.org/wiki/Travelling_salesman_problem
Further ReadingsTraveling Salesman Problem
Emergence: The Connected Lives of Ants, Brains, Cities, and Software http://www.amazon.com/Emergence-Connected-Brains-Cities-Software-ebook/dp/B008TRUBLY/
https://www.apple.com/airplay/Apple Airplay
Multiscreen Patternshttp://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/
http://thenounproject.com/driskell
https://twitter.com/sandeepa
Credits
http://www.thedrum.com/news/2014/11/13/higher-plane-how-ryanair-refined-its-tone-voice-and-improved-customer-experience
http://www.theguardian.com/business/shortcuts/2013/nov/08/michael-o-leary-33-daftest-quotes
Ryanair Google Inboxhttp://www.google.com/inbox/
http://simplicity.siegelgale.com/2013/region/global/Siegel+Gale simplicity index
Kinder Surprisehttp://en.wikipedia.org/wiki/Kinder_Surprise
@cathycracksCathy Wang
The Artificial Pancreashttp://www.imm.dtu.dk/~jbjo/diabetescontrol.html
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