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Customer Experience Design is not an option:
towards purposeful CXD
October 15th, 2015 Mathieu Dhondt
Whether you want it or not,
people get experiences
Pricing strategies
Cost based pricing
Cost
Target margin
Pricing strategies
Market based pricing
Cost based pricing
Cost
Target margin
“Best alternative”
Pricing strategiesValue based pricing
Market based pricing
Cost based pricing
Cost
Target margin
“Best alternative”
Value perceived by the customer
What is it about experiences that can help us in creating a CXD discipline?
Understanding experiences
Remember the restaurant
you had dinner at a month ago?
Services and most goods are consumed and forgotten when the experiences they have engendered will still be there.
Experiences are sticky
Experiences are shared
Even for businesses serving once-in-a-lifetime customers (like the tourist trap), the experience they offer have major impact on revenue
Experiences are shared
Experiences are in our minds
We can only design for an experience (derived from impressions)
Experiences are in our minds
Impressions are at the heart
of the experience
Clue Clue Clue ClueClue Clue ClueClue
Experiences
Clue Clue Clue ClueClue Clue ClueClue
Experiences
Clue Clue Clue ClueClue Clue ClueClue
Stories
Legends
Together, clues form motifs
As a customer, we infer the motifs from the cluesAs a CXDesigner, we embody motifs into clues
“Traditional French simplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”
Motifs infered by customers
“Traditional French simplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”
Motifs infered by customers
“We do our part, you do yours”
“We do our part, you do yours”
Experiences
Stories
Legends
Customer Experience Design
Clue
MotifMotif
Clue Clue ClueClue Clue ClueClue
MotifMotif
Experiences
How does this control our behaviour?
What are we about?
Brand personality
Brand
Stories
Legends
Customer Experience Design
Clue
MotifMotif
Clue Clue ClueClue Clue ClueClue
MotifMotif
Experiences
How does this control our behaviour?
What are we about?
Brand personality
Brand
Stories
Legends
Customer journey maps
Customer Experience Design
ClueTouchpoint inventory
MotifMotif
Clue Clue ClueClue Clue ClueClue
MotifMotif
Start with purposeful CXD by
weeding out the frustrations
Experiences
How does this control our behaviour?
What are we about?
Brand personality
Brand
Stories
Legends
Customer journey maps
Customer Experience Design
ClueTouchpoint inventory
MotifMotif
Clue Clue ClueClue Clue ClueClue
MotifMotif
Challenge white paper (bit.ly/cxd-theref)
Join LinkedIn group (bit.ly/cxd-group)
Talk to us!
Next steps
www.reference.be @TheReference
Mathieu Dhondt mdhondt@reference.be
@Ref_Mathieu
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