the long wow
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This presentation lays out an experience-centric approach to fostering and creating loyalty by systematically impressing your customers again and again. The Long Wow challenges creators of customer experiences to plan across channels, time, and disciplines to identify a progression of seduceable moments.TRANSCRIPT
Things we will talk about• the story of a long wow• why it matters• making it possible
Things we won’t talk about• the long now• the long tail• or anything about Web 2.0 sparkle magic
about two devices...A short story
tracks distance, time, and pace
and tracks calorie burn
and keeps a7-day history
DAY
1DAY
2
DAY
3DAY
4DAY
5
DAY
6DAY
7DAY
8
tracks distance, time, and pace
and tracks calorie burn
and keeps a multi-day history
{ }{ }mile two...{ } wowVoice feedback
wowSynched tracking
{ }…it’s the eye of the tiger it the thrill of the fight…
wowPowersong!
wowCollaborativerunning
wowNetworkedrunning events
Pedometer
Running shoes
iPod nano
Nike+ website
Tracking tools
Music
Powersongs
Desktop widgets
Sport iMixes
Voiceover feedback
Synched tracking
Collaborative running
Networked running events
Nike+ sportsband
pack in features up
front
unfold new experiences
over time
Are you customer focused?
362 firms
95% say they are “customer focused”
from “Closing the Delivery Gap” by Bain & Company
How many of these firms’ customers agree that they deliver a superior experience?
8%
80% say they deliver a “superior experience”
Are you customer focused?
Are you customer focused?
No.
Net Promoter Score
How likely are you to recommend this
product/service to a friend?
how to measure customer loyalty
how to measure customer loyalty
How do you create customer
loyalty?
How do you create customer
loyalty?
Over 75% of consumers have at least one loyalty card— Jupiter Research
“Want loyalty? Get a dog.”— Randy Susan Wagner, CMO of Orbitz
"Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”
Meaning more means repeatedly creating notably great experiences
True loyalty — and the word-of-mouth that comes with it — evolves natural from the great experience you have with a company over time.
Meaning more means repeatedly creating notably great experiences
Notably great experiences are punctuated by a moment of “wow,” when the product or service delights, anticipates the needs of, or pleasantly surprises a person.
Peak-end rule
from Daniel Kahneman
average
average
Example
Recipe:From the kitchen of:
Ingredients:
Wowbrandon
• 1 lb. of Deep Customer insights
• 1 Heaping spoonful of
empathetic design
Instructions: Mix together, allow it to pave the
way to a new wow moment
Top with great experience design
to bring out the wow!
doing this once is certainly noteworthy
but by doing it over and over again, you get...
THE LONG WOWsystematically serving and impressing your customers again and again
HOW TO
1. Know your platform for deliveryHOW TO
Your channels and touchpoints = Your palette
Meetings
.com
eTools
Books and tracking
materials
mobile tools
Food
1. Know your platform for deliveryHOW TO
Weightwatcher’s palette of touchpoints
1. Know your platform for deliveryHOW TO
Weightwatcher’s palette of touchpoints
1. Know your platform for deliveryHOW TO
be exhaustive
Manage your platform for
delivery
The Long Wow
2. Tackle a wide area of unmet customer needs
Ideas
Opportunities
Empathy
HOW TO
Target a dimension of the experience that has long been overlooked and is teeming with potential for new insights
2. Tackle a wide area of unmet customer needsHOW TO
TripIt
Manage your platform for
delivery
Draw from a wide area of unmet needs
The Long Wow
3. Created and evolve your repeatable processHOW TO
Blend your organization’s process strengths with empathetic research and design methods
3. Created and evolve your repeatable processHOW TO
Zipcar
Manage your platform for
delivery
Draw from a wide area of unmet needs
Evolve your repeatable
process
The Long Wow
4. Plan and stage the wow experience
Before Now Next Later
HOW TO
organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time
Pedometer Running shoes
iPod nano Music
Voiceove
r feedback
Collaborativ
e running
4. Plan and stage the wow experience
NIKE+
HOW TO
Nike+ website
Tracking tools
Sport iM
ixes
Networke
d running eve
nts
Desktop widgets
Nike+ sportsband
Synched tr
acking
Powersongs
4. Plan and stage the wow experienceHOW TO
choreograph each wow moment, emphasizing your strengths
4. Plan and stage the wow experienceHOW TO
Man wants a radiator
4. Plan and stage the wow experienceHOW TO
Man wants a radiator
Searches on Google
4. Plan and stage the wow experienceHOW TO
Man wants a radiator
Searches on Google
Checks out one possibility
4. Plan and stage the wow experienceHOW TO
Man wants a radiator
Searches on Google
Checks out one possibility
Continues search
4. Plan and stage the wow experienceHOW TO
Harry: Hi. I’m hear to help you find what you need. What can I help you with?
Man wants a radiator
Searches on Google
Checks out one possibility
Continues search
Chats with mechanic
4. Plan and stage the wow experienceHOW TO
Man wants a radiator
Searches on Google
Checks out one possibility
Continues search
Chats with mechanic
Phone call with expert
Overnight delivery
Phone-supported transaction
Manage your platform for
delivery
Draw from a wide area of unmet needs
Evolve your repeatable
process
The Long Wow
wow
Plan and stage the wow
experience
wowwowwowwowwowwowwow
Manage your platform for
delivery
wow
Draw from a wide area of unmet needs
Evolve your repeatable
process
Plan and stage the wow
experience
The Long Wow
Unlike other forms of planning, this approach builds an evolving strategy from the only perspective that matters — the customer’s.
The Long Wow
The Long Wow
Reframing Fuzz
Idea Fabricator
SUBJECT TO CHANGECreating great products and services for an uncertain world
The Experience is the Product
Experience as Strategy
New Ways of Understanding People
Capturing Complexity, Building Empathy
Stop Designing “Products”
The Design Competency
The Agile Approach
An Uncertain World
The Long Wow
Reframing Fuzz
Idea Fabricator
SUBJECT TO CHANGECreating great products and services for an uncertain world
Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern product design. This is it... I will use it in my courses for MBA students. You should use it for, well, for everyone.”
— Don Norman, author Design of Everyday Things
adaptivepath.com for...
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Thank you.
Photo Credits
Slides 12,15, 18, 49. "Basinghill path" David (satguru).http://flickr.com/photos/satguru/2301780965/
Slide 16. "Vincent Massey Park - Path?" Alison C (Allie in Wonderland).http://flickr.com/photos/allie-in-wonderland/1810364260/
Slide 16. "The road/pavement markings." Matt Seppingshttp://flickr.com/photos/chumpolo/165026463/
Slide 27. "Loyal Pal" (dennis and aimee jonez)http://flickr.com/photos/jonezes/233928794/
Slide "32 degrees" Troy McCullough (Idle Type)http://flickr.com/photos/idletype/78574666/
Slide 37. "PAINTERS PALETTE" PATRICK Baines (Graniers)http://flickr.com/photos/graniers/141977940/
Slide 39. "IMG_9837" Matt P. (sittered).http://flickr.com/photos/electricwindows/284380400/
—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/
More Photo Credits
Slide 42. "Presenting" Bryan Gosline (Brymo).http://flickr.com/photos/brymo/341400992/
Slide 48. "blue line" Crispin Semmens (conskeptical).http://flickr.com/photos/conskeptical/292241229/
Slide 50. [Dancers, untitled]. Eric Ward (a4gpa).http://flickr.com/photos/a4gpa/155408379/
Slide 68. “Flickr Colour Contest”. Tim Samoff (timsamoff).http://flickr.com/photos/timsamoff/194072386/
Slide 68. “flickr_tubes_simps”. elyob.http://flickr.com/photos/elyob/193927498/
Slide 68. “tubes are clogged”. Roger Jones (roger jones).http://flickr.com/photos/rogerjones/195157344/
Slide 68. “flickrcolourcontest”. Daniel Sancho (teclasorg).http://flickr.com/photos/teclasorg/193919325/
—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/
And More Photo Credits
Slide 68. “flicrkcolourcontest”. Jeff McDonald (b0ratD).http://flickr.com/photos/b0ratdi/193936903/
Slide 68. “all i see”. Rodrigo Huerta (Tres).http://flickr.com/photos/estarsid/193724451/
Slide 68. “IMG_1417”. elyob.http://flickr.com/photos/elyob/193705737/
Slide 68. “flickrcolourcontest”. Matt (mrmatt).http://flickr.com/photos/mrmatt/194273278/
—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/
