tedx talk 'invest in customer insights
DESCRIPTION
TEDx Talk 'Invest in customer insights' Joost Holthuis, Design Director at Edenspiekermann TEDx Hamburg 2011TRANSCRIPT
Joost Holthuis Invest in customer insights
TEDx Hamburg 24.05.2011
edenspiekermann_
80% of the companies believe they provide superior services, only 8% of the customers agree
*Seven Things You Need to Know About Marketing in the 21st Century, World Business, James Allen and Rob Markey, Bain & Company, 2006
All these personal details to get € 2 back?
All these personal details to get € 2 back?
Result after 3 months…
. . .
“I forgot to check out and tried to catch the
bus with my bike ...” (Carola tries to check out…)
“What bothers me most is that they don't respond…”
(Miezelien, customer of Connexxion)
“…this is just theft” (Mario, customer of HTM)
Power to the people “overpaid charges
may not end up in the pockets of the shareholders …”
(Farshad Bashir, Member
of Parliament)
'A brand is a collective perception in the minds of consumers' Faris Yakob
Biggest decliners: public transport
Meet the reality of your customer
Service design thinking…
People desirability
Business viability
Technical + organizational
feasibility
Successful services
…but this is often the reality
Technical + organizational
feasibility
Business viability People
desirability
Customer insights Context Relevance
No touch point stands on its own
For the customer it’s part of a chain of events
Design the customer experience as one
IKEA has been no 1 for years
Being truly relevant for customers and stakeholders
Meet the customer expectations
opportunities new relations
maintain existing relations
relation killers damage relations
desired
undesired
expected unexpected Source: Floris Hurts
Beat the customer expectations
opportunities new relations
maintain existing relations
relation killers damage relations
desired
undesired
expected unexpected Source: Floris Hurts
Step in your customers life
Successful services are part of your life
Case How to design customer experiences in an ever-changing environment
CU2030
Temporary situation for many years
Changing environment
Changing environment
Changing environment
The passengers needs remain the same
Observing group behavior patterns
Observing and interviewing individual passengers
Valuable insights • New customer segmentation to
inform passengers on the platform • New key moments to classify the
platform situation • 10 relevant behavior patterns defined
Insights made accessible to stakeholders
Insights made accessible to stakeholders
Evaluate the insights with stakeholders
A lot of opportunities to improve services
These gathered customer insights are a compass to design successful services
Invest in customer insights so we can design better services