The Value of User Experience (from Web 2.0 Expo Berlin 2008)

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  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    UserExperience

    My name is Niko Nyman, and Ive run a tiny company for 11 years. We do Rich Internet Application development. Meanwhile, Ive co-written a book on social media and marketing, in Finnish. You can read more about me on my blog: http://www.nnyman.com/personal/about/

    mailto:niko@nnyman.commailto:niko@nnyman.com

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    UserExperience

    Why do I talk about user experience? Because I truly believe good experiences can make the world a better place. In the Web 2.0 Expo Tim OReilly urged people to work on stu! that matters. I believe bad, meaningless experiences just wont cut it.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    SimplyExperience

    I want to talk about the experiences of everyone: consumers, customers, employees, competitors people. How people who interact with your product, service or your company experience those interactions.

    mailto:niko@nnyman.commailto:niko@nnyman.com

  • 1. What Experience2. Experience design3. Thinking about Experience4. Evaluating Experiences5. Value of Experience

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    So, what is experience?

    mailto:niko@nnyman.commailto:niko@nnyman.com

  • PERIOD.Subjective.

    Experience is

    First of all, experience is completely subjective.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    small things

    Experience is small things.Its a heart in my co!ee.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    a great movie

    Experience is

    Its seeing a great movie.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    a pleasant surprise

    A pleasant surprise is an experience.Its receiving an unexpected letter.Stu! that triggers your emotions.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    a phone keypad you can feel

    Experience is

    Experience is tactile feedback, a phone keypad you can feel.(Unlike my iPhone.)

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    using your phone for creating art

    Experience is

    Experience is finding unexpected uses for common objects. Its stu! that triggers your mind. (This is a long exposure shot of drawing images in the air with the flashlight of the previously shown cheap Nokia phone.)

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    BIG things

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    memories

    Experience is memories. This summer Club Unity, a club my friends have run for 12 years, had an event on a small island in front of Helsinki. They took a photo of 400 party-goers on the beach, then emailed the photo to each and every one. They made sure the night will not be forgotten.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    learning

    Experience is learning new skills.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    knowledge

    Experience is knowledge. The capability to combine what youve learned in meaningful ways.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    life experience

    And experience is all this, accumulated over time.Its life experience.

  • disdismoments

    connected

    The small moments you remember become more interesting and more memorable when you see the connections between those experience moments.

  • disdis

    momentsconnected

    The small moments you remember become more interesting and more memorable when you see the connections between those experience moments.

  • Experience

    A stream of disconnected, separate experiences, become a whole, continuously evolving Experience.

  • longevity

    This idea of connected experiences underlines how important it is for product experiences to have longevity. The Wii is built on the experience of shared play. The experience is designed to last and grow better by time.

  • wow!

    The rollout experience of Sony PS3 was designed to provide a great first impression by wowing users with great specs and lists of features. I hear the games are not that great. How long does the PS3 experience last?

  • BIG PICTURE

    A wholistic experience is about making sure the big picture

  • small details

    is reinforced by the small details.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Can Experiencesbe designed?

    Apple store in San Francisco by tanakawho on Flickr

    If to design is to plan something with a specific intention, then yes, experiences can be designed. You cannot create a blueprint for how an experience will unfold, but you can take measures to maintain the intent of providing a certain kind of experience through all you do.

  • UserExperience designis a mindset

    Experience design is more a mindset than a field of practice.Experience design is not something you apply to a product, its how you create a product.

  • Everyone should work on creating the intended experiences. Together! Everyone not only can, but will influence the experience of a company and their products. Everyone, from the packaging warehouse to HR, not only the designers. Experiences are (or should be) part of the company DNA.

  • management

    Because everyone is involved, a companys ability to create good experiences is a management issue. You need managers who can make the hard decisions required to enforce the intended experience materializes in the products.

  • human resources

    And it is a human resources issue. Personnel issue. Human issue. You need great communications and true leadership.

  • culture

    It is a culture issue. Employees need an environment that supports and guides them in creating the experiences the company wants to provide. You need a clear vision shared by all employees. You need to empower the employees to act towards the vision.

  • ! Vision! Maintain intent

    Experience Design is: creating a strong vision of intended experience creating the necessary practices to maintain the intent

  • Practical notes on experience design

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Mortality & User Experience - Slide (12) by ario j on Flickr

    Every time someone handles a product, uses a service, talks to someone at a company, they have an encounter with the company. Every encounter is an experience moment and builds the overall experience about the company and their products.

  • No active interaction is needed: If I see a McDonalds sign, I will have an encounter with the McDonalds brand, and it will a!ect the image of McDonalds I have in my head.

  • Most encounters with companies are forgettable, but some are remembered. The question is, how will you be remembered?If you had taken this photo, you might remember it was Emirates airlines that provided you with the memories of this breathtaking view.

  • It is most important to identify the encounters that form the experience youre creating for people. You can call these encounters touchpoints, experience moments, service moments, interactions... depending on where you come from and what field you work in.

  • The next step is to link the encounters together, to understand the overall experience youre providing. Service designers talk about the customer journey, and what are the service moments the customer goes through for a given service.

  • Hyundai in Finland has thought carefully about what is lacking in the Hyundai experience. They figured people have a hard time justifying their choice, after they have made the purchase. So, they actively provide the customers with rationale for choosing the brand.

  • Think of the full lifecycle of the product and all manifestations of the product and the brand.

  • Be aware of your experiences: 1What happened? 2How did I react? What was my subjective response? 3Was the experience likely to be intentional/designed? 4How does this experience a!ect what I think of the provider of the experience (a company, for instance)?

  • Be someone else. It takes great empathy to create a good experience. To create relevant experiences, you have to Forget everything you know and design for others. Align with the expected patience, level of interest, and depth of knowledge of your users. Talk in the users language.

  • Avoid sugar coating. If you think youre helping yourself by putting lipstick on your product, youre setting up yourself for failure. Youre raising expectations, and you know you will fail them. There are no shortcuts with experiences. Fix the problems, dont hide them.

  • Think about design cues. Car manufacturers use design cues to maintain consistency in their range of car models. Think how design cues could be applied to experiences provided by a company. The idea, the intention remains, while the execution changes.

  • Virgin Atlantic doesnt want to make their customer service sta! into service robots. They want to make them into service experts. Providing the customer experience is not about following a service manual to the letter, but making sure the customer has a good experience every time.

  • Ive already said this but: involve everyone. By getting everyone involved you will help make sure the user expectations and the resulting experience are aligned. In practice, this could be about making sure marketing and design and engineering are talking to each other.

  • experience design

    Realize that anything, even the smallest detail can be experience designed. My parents love movies. They have a dvd player/projector, which instead of a pause button has a co!ee pause button. The button pauses the movie and fades the screen white, illuminating the room.

  • Experience design can be a strategic question, too. The Apple experience is arguably very integrated, but teleoperators now control areas of the iPhone experience, providing sales and service; they control many of the encounters users will have with the iPhone. How does Apple manage this?

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    EvaluatingExperiences

    Apple store in San Francisco by tanakawho on Flickr

    How do you know you have created a good experience? How can you quantify the user experience?

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Its a bit like asking how much in love are you?You know you are, but just how much?

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    -3 -2 -1 1 2 3yes!no.

    You could create a poll asking quantifiable questions: is there enough holding hands? Does he bring home flowers often enough? Is there enough quality time spent together? Is there enough time spent between the sheets? You can do this, but does it tell you how much in love you are?

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    GOOD EXPERIENCE

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    / convenienceContext

    Taste/ appeal

    Despite this, heres my model. It has two axes: context, or convenience on the horizontal axis, and taste, or appeal on the vertical axis (things that draw you onto something). Imagine a dot in the center, then start moving it around according to how you feel about an experience.

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    Context / convenience

    A few examples of what you could concentrate on to make an experience better on the horizontal axis. Right is better, left is worse.

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    GOOD EXPERIENCE

    Implement only the absolutely necessary. Complete on features vs. Only the right features.

  • GOOD EXPERIENCE

    Save users time. Waste of time vs. Time well spent.The route planning service Reittiopas transforms sometimes complex public transportation routes into a convenient and quick way to travel.

  • Let users be undecisive.Permanent vs Undoable.Dishwasher that can be paused or interrupted.

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    Fully detailed

    Easy overview

    Help users get started quickly.Overwhelming with detail vs. o!ering an overview that is easy to grasp, and most importantly, easy to start with.

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    Incom-patible

    Com-patible

    Play nice with other gizmos the user might be using.

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    GOOD EXPERIENCE

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    Closed system

    Open system

    Let users find creative uses. Be hackable, mashable, connectable. Build an API.

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    Complex to

    operateSimple to operate

    Make it e!ortless to use.

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    In your face Subtle

    Be subtle. Dont shout at the user. Make your service as invisible to the users as you can.

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    Has me thinking

    Doesnt make me

    think

    Dont make me think.

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    Effort inBenefit out

    Effort in

    Benefit out

    Balance the e!ort and benefit for the users.

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    Not the right time

    The right time

    Talk to the users only at the right time.Dont engage users at an inappropriate time.

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    The wrong place

    The right place

    Talk to the users only at the right place.Engage users where they want to be engaged with your products.

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    Taste / appeal

    A few tips to increase the appeal of experiences.

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    Beautiful

    Ugly

    Make it prettier. Everybody likes beauty, whatever it means to them.

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    Interesting

    Boring

    Feed the users curiosity.

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    Pleasant

    Unpleasant

    Act nice.Unpleasant vs Pleasant.Rude vs. Friendly.Valid characteristics especially for service products.

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    Compassionate

    Could not care less

    Care about your users.An attitude of could not care less vs. a compassionate attitude. Again valid for service. With a little creativity, extendable to user interfaces too.

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    ATTRACTIVENESS

    Not designed vs. designed. Hire a big name designer.People buy plain co!ee mugs because they have been designed by someone whose name they know. Who cares? Most people do! Were drawn to design.

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    ATTRACTIVENESS

    Get the right people to use it.If Burberry doesnt know what to do when the wrong people start using it, neither do I.

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    ATTRACTIVENESS

    Bad reputation vs. Good reputation. Do everything you can to maintain your reputation. These are two Finnish banks. The one on the left recently merged with Danske Bank and screwed up everyones accounts for weeks. They tried to play it down at first and lost thousands of customers.

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    ATTRACTIVENESS

    Make it exclusive.Too cheap vs. A!ordable.

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    Trusted

    Not trusted

    Prove your trustworthiness.Do you trust this product? Do you trust this company to deliver?

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    Trusting

    Distrustful

    Trust your users.Does the company trust you? Are you being treated as a thief or as a valued customer?

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    Tested and true

    Never heard

    Let people know others use and enjoy your services too.A product youve never heard of cannot have a bad reputation for you, but neither a good one. We tend to trust tested and true products.

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    Looks simple

    Looks complex

    Make it look simple.This is about perceived complexity and simplicity. And looks can be deceiving.

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    Seems to have all I need

    Looks inadequate

    Make it look like it does everything.Again, the reality might be di!erent. And another problem is, people often overestimate what they need, and get drawn to things that are more than they will every really need.

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    Available

    Unavailable

    Make sure your product is available.It ba"es me how some music and small manufacturers prodcuts are often impossible to get. We have this thing called the internet where anything is one google search away, you know.

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    Cheap or free

    Too expensive

    Make it a!ordable.Free samples. Buy two get third for free. Two for one. Coupons.Free is attractive.

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    The easy choice

    One of too many

    Be the first choice.Come first in Google search. Get the best spot on the store shelf.

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    Different

    Same

    Be di!erent.

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    Safe

    Dangerous

    Be safe. Be extreme.

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    Be safe. Be extreme.

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    Has personal meaning

    Meaningless

    Talk to peoples hearts, not their minds.

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    Context / convenience

    Taste / appeal

    After plotting various characteristics on the graph, moving the imaginary dot around, you will have ended somewhere on the graph. The graph is calibrated by the users expectations, attitudes, previous knowledge, cultural background, etc. Its completely subjective!

  • Why design experiences?

    What makes experiences so valuable in business.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    The New Fred Meyer on Interstate on Lombard by lyzadanger on Flickr

    Its easier than ever to create new products.Theres more competition than ever.

  • In fact, you can go to a website like alibaba.com to get anything manufactured in Asia, quickly and cheaply.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    The New Fred Meyer on Interstate on Lombard by lyzadanger on Flickr

    A product with a Superior Experience stands out. Experience creates competitive advantage.Its not like the idea of experience as a di!erentiator is new. Jerry Gregoire, chief information o#cer at Dell said

  • The customer experience is the next competitive battleground.

    Jerry Gregoire

    1999

    "The customer experience is the next competitive battleground."He said this in 1999.

  • 95%agreeIn fact, according to one study 95% of business leaders agree.

  • Good experience

    Perfection!

    The problem I see is that most companies view their e!orts like this:Good enough experience means basic usability requirements are met, service exists, etc. Perfection is the extra mail were working on, finishing details etc.

  • Good experience

    Perfection!

    Good experience

    Perfection!

    This is how the users feel about the experience: Good enough means everything works smoothly. Perfection is that everything works automatically, transparently, with zero e!ort, and no waiting. Its all about details!

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Growing dissatisfaction with products

    Apple's worst product ever by albertus on Flickr

    For this reason I think there is a growing dissatisfaction with products.which makes good experiences all the more important di!erentiator.The average user experience of products hasnt probably gotten worse, we've just got more intolerant of bad experiences. Why?

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    EVERYTHINGNOW

    Foobar Poster - The Internet by Sebastian Prooth on Flickr

    We have become used to instant gratification. We are used to having everything now. Were intolerant to waiting.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.comSHARE (BAD) EXPERIENCES

    And You Thought Airline Food Was Bad... by jochenWolters on Flickr

    We can now share experiences easier especially bad ones.The sharing of bad experiences fulfills an important role in the evolution of mankind, helping people avoid making the same mistakes someone else has made.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    TIMEHAS BECOMEMORE VALUABLE

    e il tempo passa...o forse no by confusedvision on Flickr

    Were intolerant of bad experiences because theres simply too much to see, read, listen to too much to experience. Products compete for the time of people. Time has become more valuable. Often the best experiences simply minimize needed attention.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Growing SATISFACTIONwith experiences

    Apple's worst product ever by albertus on FlickrHotel Marqus De Riscal by brockleyboyo on Flickr

    On the other hand, theres a growing satisfaction with experiences. People are willing to invest in experiences. And not only for Gehry designed hotels, but even the smallest experiences which reduce e!ort.

  • Old people tell me that as people grow they find more things to worry about it can almost feel like the world is breaking apart. Good experiences make daily existence easier, and therefore are craved for. Trendwatching.com talks about daily lubricants.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    SHARING makes experiences more valuable

    Italy by Kazze on Flickr

    Were more satisfied with experiences because digital media has enabled us to share experiences, without actually having to experience them together. Sharing is important because sharing makes experiences more valuable.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    by ~RAYMOND on Flickr

    Like they say: youll always have Paris

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    but not those shoes you wore.

  • The funny thing about concentrating on experiences is that it doesnt cost much, but the returns can be huge.- Its just a mindset after all.

  • Cost ofcreating a good

    experience

    Cost of creating a bad

    experience

    The cost of creating good experiences vs. the cost of creating bad experences are almost equal. It takes virtually the same e!ort to create a good experience than a bad experience. While youre doing something, why not do it well?

  • Value of a good experience

    Value of a bad experience

    The value for the user is immensely di!erent. Your business model is how you translate the value provided to users into profit.

  • Im not delusional about the power of experiences: Despite Apples superior focus on experience, Nokia will still kick Apples ass in the mobile phone market when comparing profit. But in many industries the balance of power is di!erent.

  • The next competitive BATTLEGROUND?With customer experience receiving more attention than ever before, we explore the impact on the bottom line.

    S4B STRATEGY FOR BUSINESS ISSUE 29 Summer 2008

    01

    Very few senior executives regularly interact with their customers or monitor the quality of customer interactions to make sure the situation is genuinely improving.

    The basic concept of customer experience is now widely understood. In sectors as diverse as local government, retail and financial services, there is an agreement that func-tionality and price are no longer enough. Instead, organisations are beginning to focus on improving all of the interactions that customers have with them.

    It is a trend that was discernible back in 2003, when Beyond Philosophy found that 71% of business leaders saw customer expe-rience as the next competitive battleground. By 2005, 95% had come round to this view. So have investments in improving customer experience lived up to their promises?

    The bottom lineThe latest studies suggest that customer

    experience has rightly become a priority. According to Forrester Research, there is a remarkably close correlation between good customer experience and customer loyalty.

    Forresters Customer Experience Index (CxPi) ranks 112 US firms for their ability to deliver a good customer experience. Signifi-cantly, customers of the firms in the top quartile were 6% more likely to make addi-tional purchases than the industry average. Customers of those in the bottom quartile were 8.9% less likely to make another pur-chase. (See Figure 1)

    First quartile Second quartile Third quartile Fourth quartile

    6.0%Likelihood to consider another purchase from provider compared to industry average 2.1%

    -3.0%

    -8.9%Reluctance to switch business away from provider compared to industry average

    6.8%

    1.1%

    -4.0%

    -11.2%Source: North American Technographics customer experience online survey. Q3 2007

    Customer experience index relative to industry average

    FIG. 1: BUSINESS DYNAMICS ARE BETTER FOR CUSTOMER EXPERIENCE LEADERS

    Research shows that there is a remarkably close correlation between good customer experiences and customer loyalty. The customers of companies who provide good experiences are more likely to buy again from the same provider, and more reluctant to switch over to competitors.

  • Good experiences win customers hearts. At most extreme cases, good experiences create customers who love you. The advertising agency Saatchi & Saatchi talk about lovemarks, companies and products that transcend brands.

  • Oct 21, 2008 N. Nyman Oy niko@nnyman.com

    Experience is

    Remarkable experiences leave a mark whether the experience is remarkably good, or remarkably bad. These memories are mind-share, essentially brand equity, the capital of brands.

  • I have a dream

    I dream of a day when products fullfill my needs without a glitch, when I am being served swiftly, compassionately and with understanding, by humans and computers alike. Not because Im a designer and I like good experiences but because good experiences make the world a better place.

  • I have a dream

    Good experiences help us do more good. Good experiences help us feel better about what were doing. Good experiences free us to spend more time on the important things and less on the mundane. Dont make another useless fully ajaxed web2.0 product. Make the future better.

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    http://www.nnyman.comhttp://www.nnyman.commailto:niko@nnyman.commailto:niko@nnyman.com

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditshttp://www.flickr.com/photos/wwworks/2222523978/

    http://www.flickr.com/photos/8388956@N06/1123806188/

    http://www.flickr.com/photos/mvs/2432686869/

    Mine!

    Stolen (its promotion for the movie, you know: check out Wall-E, I hear its great)

    http://www.flickr.com/photos/mikewade/2532758930/

    I have no idea where this came from.

    http://www.flickr.com/photos/wwworks/2222523978/http://www.flickr.com/photos/wwworks/2222523978/mailto:niko@nnyman.commailto:niko@nnyman.comhttp://www.nnyman.comhttp://www.nnyman.comhttp://www.flickr.com/photos/mikewade/2532758930/http://www.flickr.com/photos/mikewade/2532758930/http://www.flickr.com/photos/mikewade/2532758930/http://www.flickr.com/photos/mikewade/2532758930/http://www.flickr.com/photos/mvs/2432686869/http://www.flickr.com/photos/mvs/2432686869/http://www.flickr.com/photos/8388956@N06/1123806188/http://www.flickr.com/photos/8388956@N06/1123806188/http://www.flickr.com/photos/8388956@N06/1123806188/http://www.flickr.com/photos/8388956@N06/1123806188/http://www.flickr.com/photos/wwworks/2222523978/http://www.flickr.com/photos/wwworks/2222523978/

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditsProbably stole this one too.

    http://www.flickr.com/photos/andystoll/2394547280/

    www.clubunity.org

    http://www.flickr.com/photos/emeryjl/388610729/

    http://www.flickr.com/photos/activeside/157793329/

    http://www.flickr.com/photos/soylentgreen23/491093601/

    http://www.flickr.com/photos/lokate366/2451116282/

    http://www.flickr.com/photos/andystoll/2394547280/mailto:niko@nnyman.commailto:niko@nnyman.comhttp://www.nnyman.comhttp://www.nnyman.comhttp://www.flickr.com/photos/lokate366/2451116282/http://www.flickr.com/photos/lokate366/2451116282/http://www.flickr.com/photos/soylentgreen23/491093601/http://www.flickr.com/photos/soylentgreen23/491093601/http://www.flickr.com/photos/activeside/157793329/http://www.flickr.com/photos/activeside/157793329/http://www.flickr.com/photos/emeryjl/388610729/http://www.flickr.com/photos/emeryjl/388610729/http://www.clubunity.orghttp://www.clubunity.orghttp://www.flickr.com/photos/andystoll/2394547280/http://www.flickr.com/photos/andystoll/2394547280/http://www.flickr.com/photos/andystoll/2394547280/

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditshttp://www.flickr.com/photos/sometoast/557148562/

    http://www.flickr.com/photos/doobybrain/339372920/

    http://www.flickr.com/photos/reinis/305683208/

    http://www.flickr.com/photos/28481088@N00/2457465195/

    http://www.flickr.com/photos/whatsarahsaid/2451365979/

    http://www.flickr.com/photos/pochateca/305999085/

    http://www.flickr.com/photos/stuckincustoms/2297555157/

    http://www.flickr.com/photos/sometoast/557148562/mailto:niko@nnyman.commailto:niko@nnyman.comhttp://www.nnyman.comhttp://www.nnyman.comhttp://www.flickr.com/photos/stuckincustoms/2297555157/http://www.flickr.com/photos/stuckincustoms/2297555157/http://www.flickr.com/photos/pochateca/305999085/http://www.flickr.com/photos/pochateca/305999085/http://www.flickr.com/photos/whatsarahsaid/2451365979/http://www.flickr.com/photos/whatsarahsaid/2451365979/http://www.flickr.com/photos/28481088@N00/2457465195/http://www.flickr.com/photos/28481088@N00/2457465195/http://www.flickr.com/photos/reinis/305683208/http://www.flickr.com/photos/reinis/305683208/http://www.flickr.com/photos/doobybrain/339372920/http://www.flickr.com/photos/doobybrain/339372920/http://www.flickr.com/photos/doobybrain/339372920/http://www.flickr.com/photos/doobybrain/339372920/http://www.flickr.com/photos/sometoast/557148562/

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditshttp://www.flickr.com/photos/whatsarahsaid/722567289/

    http://www.flickr.com/photos/ario/317208966/

    http://www.flickr.com/photos/ario/317208966/

    http://www.flickr.com/photos/hamedmasoumi/2118909538/

    http://www.flickr.com/photos/obd-design/2374030181/

    http://www.flickr.com/photos/21541790@N00/2784028242/in/pool-a380_on_board

    Nicked from netcarshow.com

    http://www.flickr.com/photos/whatsarahsaid/722567289/http://www.flickr.com/photos/21541790@N00/2784028242/in/pool-a380_on_boardhttp://www.flickr.com/photos/21541790@N00/2784028242/in/pool-a380_on_boardhttp://www.flickr.com/photos/obd-design/2374030181/http://www.flickr.com/photos/obd-design/2374030181/http://www.flickr.com/photos/hamedmasoumi/2118909538/http://www.flickr.com/photos/hamedmasoumi/2118909538/http://www.flickr.com/photos/ario/317208966/http://www.flickr.com/photos/ario/317208966/http://www.flickr.com/photos/ario/317208966/http://www.flickr.com/photos/ario/317208966/http://www.flickr.com/photos/whatsarahsaid/722567289/http://www.flickr.com/photos/whatsarahsaid/722567289/http://www.flickr.com/photos/whatsarahsaid/722567289/

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditshttp://www.flickr.com/photos/whatsarahsaid/1104587030/

    http://www.flickr.com/photos/whatsarahsaid/1104605572/

    http://www.flickr.com/photos/whatsarahsaid/2112678233/

    http://www.flickr.com/photos/jbcurio/1681490961/

    http://www.flickr.com/photos/netwalkerz/2921918865/

    http://www.flickr.com/photos/bcorreira/2143129022/

    http://www.flickr.com/photos/sillyjilly/254654062/

    http://www.flickr.com/photos/whatsarahsaid/1104587030/http://www.flickr.com/photos/sillyjilly/254654062/http://www.flickr.com/photos/sillyjilly/254654062/http://www.flickr.com/photos/bcorreira/2143129022/http://www.flickr.com/photos/bcorreira/2143129022/http://www.flickr.com/photos/netwalkerz/2921918865/http://www.flickr.com/photos/netwalkerz/2921918865/http://www.flickr.com/photos/jbcurio/1681490961/http://www.flickr.com/photos/jbcurio/1681490961/http://www.flickr.com/photos/whatsarahsaid/2112678233/http://www.flickr.com/photos/whatsarahsaid/2112678233/http://www.flickr.com/photos/whatsarahsaid/1104605572/http://www.flickr.com/photos/whatsarahsaid/1104605572/http://www.flickr.com/photos/whatsarahsaid/1104605572/http://www.flickr.com/photos/whatsarahsaid/1104605572/http://www.flickr.com/photos/whatsarahsaid/1104587030/http://www.flickr.com/photos/whatsarahsaid/1104587030/http://www.flickr.com/photos/whatsarahsaid/1104587030/

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditsMine!

    http://www.flickr.com/photos/shapeshift/356637239/

    http://www.flickr.com/photos/hazel-jane/2481627394/

    http://www.flickr.com/photos/knivesout/2279220049/

    http://www.flickr.com/photos/cgc/416101950/

    http://www.flickr.com/photos/lopez_roderick/1428681866/

    http://www.flickr.com/photos/auro/262810153/

    http://www.flickr.com/photos/shapeshift/356637239/http://www.flickr.com/photos/auro/262810153/http://www.flickr.com/photos/auro/262810153/http://www.flickr.com/photos/lopez_roderick/1428681866/http://www.flickr.com/photos/lopez_roderick/1428681866/http://www.flickr.com/photos/cgc/416101950/http://www.flickr.com/photos/cgc/416101950/http://www.flickr.com/photos/knivesout/2279220049/http://www.flickr.com/photos/knivesout/2279220049/http://www.flickr.com/photos/hazel-jane/2481627394/http://www.flickr.com/photos/hazel-jane/2481627394/http://www.flickr.com/photos/shapeshift/356637239/http://www.flickr.com/photos/shapeshift/356637239/http://www.flickr.com/photos/shapeshift/356637239/

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditswww.reittiopas.com

    Ok ok, I stole this one too from Google. Actually all of these:

    http://www.flickr.com/photos/mulad/183111670/

    http://www.flickr.com/photos/london/44070187/

    http://www.flickr.com/photos/sudarkoff/2928742614/

    http://www.flickr.com/photos/lyza/49545547/

    http://www.reittiopas.comhttp://www.flickr.com/photos/lyza/49545547/http://www.flickr.com/photos/lyza/49545547/http://www.flickr.com/photos/sudarkoff/2928742614/http://www.flickr.com/photos/sudarkoff/2928742614/http://www.flickr.com/photos/london/44070187/http://www.flickr.com/photos/london/44070187/http://www.flickr.com/photos/mulad/183111670/http://www.flickr.com/photos/mulad/183111670/http://www.reittiopas.com

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditsalibaba.com

    www.altabikes.no

    http://www.flickr.com/photos/albertus/1532856741/

    http://www.flickr.com/photos/sebastianprooth/315686462/

    http://www.flickr.com/photos/polytropia/445334910/

    http://www.flickr.com/photos/confusedvision/104967819/

    http://www.flickr.com/photos/martyworld/157466781/

    http://www.altabikes.nohttp://www.flickr.com/photos/martyworld/157466781/http://www.flickr.com/photos/martyworld/157466781/http://www.flickr.com/photos/confusedvision/104967819/http://www.flickr.com/photos/confusedvision/104967819/http://www.flickr.com/photos/polytropia/445334910/http://www.flickr.com/photos/polytropia/445334910/http://www.flickr.com/photos/sebastianprooth/315686462/http://www.flickr.com/photos/sebastianprooth/315686462/http://www.flickr.com/photos/albertus/1532856741/http://www.flickr.com/photos/albertus/1532856741/http://www.altabikes.no

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditshttp://www.flickr.com/photos/ethanhein/1555065877/

    http://www.flickr.com/photos/kazze/2489678711/

    http://www.flickr.com/photos/digitalink/2368971420/

    http://www.flickr.com/photos/an_untrained_eye/2102196106/

    http://www.flickr.com/photos/arimoore/2922539993/

    From Apple press photo library

    From Nokia press photo library

    http://www.flickr.com/photos/ethanhein/1555065877/http://www.flickr.com/photos/arimoore/2922539993/http://www.flickr.com/photos/arimoore/2922539993/http://www.flickr.com/photos/an_untrained_eye/2102196106/http://www.flickr.com/photos/an_untrained_eye/2102196106/http://www.flickr.com/photos/digitalink/2368971420/http://www.flickr.com/photos/digitalink/2368971420/http://www.flickr.com/photos/kazze/2489678711/http://www.flickr.com/photos/kazze/2489678711/http://www.flickr.com/photos/ethanhein/1555065877/http://www.flickr.com/photos/ethanhein/1555065877/http://www.flickr.com/photos/ethanhein/1555065877/

  • Thank you.N. Nyman OyNiko Nymanniko@nnyman.com

    www.nnyman.com

    Roll the creditsThe next competitive BATTLEGROUND?With customer experience receiving more attention than ever before, we explore the impact on the bottom line.

    S4B STRATEGY FOR BUSINESS ISSUE 29 Summer 2008

    01

    Very few senior executives regularly interact with their customers or monitor the quality of customer interactions to make sure the situation is genuinely improving.

    The basic concept of customer experience is now widely understood. In sectors as diverse as local government, retail and financial services, there is an agreement that func-tionality and price are no longer enough. Instead, organisations are beginning to focus on improving all of the interactions that customers have with them.

    It is a trend that was discernible back in 2003, when Beyond Philosophy found that 71% of business leaders saw customer expe-rience as the next competitive battleground. By 2005, 95% had come round to this view. So have investments in improving customer experience lived up to their promises?

    The bottom lineThe latest studies suggest that customer

    experience has rightly become a priority. According to Forrester Research, there is a remarkably close correlation between good customer experience and customer loyalty.

    Forresters Customer Experience Index (CxPi) ranks 112 US firms for their ability to deliver a good customer experience. Signifi-cantly, customers of the firms in the top quartile were 6% more likely to make addi-tional purchases than the industry average. Customers of those in the bottom quartile were 8.9% less likely to make another pur-chase. (See Figure 1)

    First quartile Second quartile Third quartile Fourth quartile

    6.0%Likelihood to consider another purchase from provider compared to industry average 2.1%

    -3.0%

    -8.9%Reluctance to switch business away from provider compared to industry average

    6.8%

    1.1%

    -4.0%

    -11.2%Source: North American Technographics customer experience online survey. Q3 2007

    Customer experience index relative to industry average

    FIG. 1: BUSINESS DYNAMICS ARE BETTER FOR CUSTOMER EXPERIENCE LEADERS

    Fujitsu Strategy For Business, issue 29 Summer 2008

    www.gapingvoid.com

    Google for lovemarks :)

    I guess this image is not available on Flickr...

    http://www.flickr.com/photos/travischurch/238590930/

    http://www.gapingvoid.comhttp://www.flickr.com/photos/travischurch/238590930/http://www.flickr.com/photos/travischurch/238590930/http://www.gapingvoid.com