DF2015: A case for Customer Experience Design

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Customer Experience Design is not an option: towards purposeful CXDOctober 15th, 2015Mathieu Dhondt

Why would you even think of designing experiences?1

Whether you want it or not, people get experiences

What is customer experience design? Purposefully shaping what customers feel and remember about you.

But why should you care, as a business?2

Pricing strategiesCost based pricingCostTarget margin

Pricing strategiesMarket based pricingCost based pricingCostTarget marginBest alternative

Pricing strategiesValue based pricingMarket based pricingCost based pricingCostTarget marginBest alternative

Value perceived by the customer

Forrester says: n 1 priority is customer experience. In world of commodities, its the main competitive differentiator.5

What is it about experiences that can help us in creating a CXD discipline?Understanding experiences

It sounds obvious, but if you think about it, its not easy to define how to influence the experience.6

Remember the restaurant you had dinner at a month ago?

Show of hands: who remembers what he or she thought of the restaurant? And now: who remembers exactly what he or she ate?7

Services and most goods are consumed and forgotten when the experiences they have engendered will still be there. Experiences are sticky

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Experiences are shared

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Talk about the tourist trap10

Even for businesses serving once-in-a-lifetime customers (like the tourist trap), the experience they offer have major impact on revenueExperiences are shared

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Experiences are in our minds

Experiences are formed from sensory interactions: hear, feel, see.12

We can only design for an experience (derived from impressions)Experiences are in our minds

Experiences are formed from sensory interactions: hear, feel, see.13

Impressions are at the heartof the experience

ClueClueClueClueClueClueClueClue

ExperiencesClueClueClueClueClueClueClueClue

ExperiencesClueClueClueClueClueClueClueClueStoriesLegends

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Together, clues form motifs

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As a customer, we infer the motifs from the cluesAs a CXDesigner, we embody motifs into clues

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Traditional French simplicityTime slowsConversationHonest ingredientsMy new caf

Motifs infered by customers

Le Pain Quotidien25

Traditional French simplicityTime slowsConversationHonest ingredientsMy new caf

Motifs infered by customers

Le Pain Quotidien26

We do our part, you do yours

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We do our part, you do yours

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ExperiencesStoriesLegendsCustomer Experience DesignClueMotifMotifClueClueClueClueClueClueClueMotifMotif

ExperiencesHow does this control our behaviour?What are we about?Brand personalityBrandStoriesLegendsCustomer Experience DesignClueMotifMotifClueClueClueClueClueClueClueMotifMotif

ExperiencesHow does this control our behaviour?What are we about?Brand personalityBrandStoriesLegendsCustomer journey mapsCustomer Experience DesignClueTouchpoint inventoryMotifMotifClueClueClueClueClueClueClueMotifMotif

Clue to motif of third place32

Net als Starbuckss zijn third place vertaalt heeft naar de appGaan wij voor IKEA het potlood vertalen naar digitaal.33

Start with purposeful CXD by weeding out the frustrations

Zero frustration programGarden metaphor

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ExperiencesHow does this control our behaviour?What are we about?Brand personalityBrandStoriesLegendsCustomer journey mapsCustomer Experience DesignClueTouchpoint inventoryMotifMotifClueClueClueClueClueClueClueMotifMotif

Its an organizational thingBeyond marketingCross-departmentalOrganised around customer journeys

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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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