experience design and your customer's journey
TRANSCRIPT
Experience Design and
Your Customer's Journey How the market is changing and
what you can do to win the future.
Chris Heuer
@ChrisHeuer
#EEC2015 Presentation, 19 November 2015
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My journey here…
23 anos
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… it didn’t last
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… I got an ulcer at 24!
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empathy
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I’ve almost always been wrong…
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I’ve almost always been wrong…
or rather, I've been at the wrong time.
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I'm a futurist. I spot patterns before the language exists to explain it.
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The Power of C
The 3 C’s of the DotCom era • Content • Community • Commerce
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The Power of C
The 4 C’s of social media • Connections • Context • Communications • Collaboration
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The Power of C
The 5 C’s of Conscious Capitalism • Cause • Commons • Co-creation • Competence • Coordination 5
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BREAK FREE From what we’ve
always done to do what we’re meant to do
the biggest opportunity of the century
(Experience Design) Purpose
Business is exponen2ally greater with purpose
Design meaningful experiences for the customer journey
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Behavior =
Knowledge Persona ƒ
Values, not Value, win hearts, minds and wallets
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Transparency = Accountability
Decentralization, democratization and activation
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Be Helpful
The Rysing Tyde that lifts all people
RysingTyde.org
TREND7
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*
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from marketing
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to market engagement
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What guides our strategy?
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The Experience Curve
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Stories
Data
Labor
Attention
Revenue
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REAL Relationships (Reciprocal, Empathetic, Authentic and Loyal)
The Engagement Curve
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The era of Experience & Purpose
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Need New Mindsets, Methods & Measures
• Radical Customer Centricity
• Experience Design
• REAL Relationships
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Engagement framework and tools
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” Engagement is interaction with intention
that goes beyond concern for the transaction “ @ChrisHeuer WillSomeone.com
• Trust • Insights • AFenGon • Data • Stories • Labor • More $ in, less $ out • Loyalty
What is the ROI of Empathy & Engagement?
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Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic In Store
Online
Partner
Omnichannel Engagement Matrix
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Start with your core purpose & an understanding of your key audiences/personas
What are they getting on their own?
What are they getting with our assistance?
What are they getting from others?
Topics This is your keywords, tags, SEO strategy and editorial focus.
Communities Not only the communiGes of interest around topics, but also the self-‐idenGfying ones.
Geography If you are truly engaging customers, you enable both online and offline connecGons.
Actions What are the things that they want to do but what you want them to do (buy, subscribe, join…)
The Engagement Wheel
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Oracle’s Customer Journey Map
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IBM Journey Designer Tool
Embrace
• Design thinking
• Iteration
• Never ending improvement
• Stakeholder feedback loops
• Cooperative conflict
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Key Benefits
• Decrease cost of sales
• Increase loyalty
• Accelerate innovation
• Attract the top talent
• Decrease employee turnover
• Become partner of choice
and the biggest of all…
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Switching costs of REAL RelaGonships are high…
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Experience Design & Your Customer’s Journey
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Win the Future!