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. More background info available back on my blog.

Transcript

  • The Long WowBrandon Schauer | brandon@adaptivepath.com

  • Things we will talk about the story of a long wow why it matters making it possible

  • Things we wont 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

  • { }its 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

    Weightwatchers palette of touchpoints

  • 1. Know your platform for deliveryHOW TO

    Weightwatchers 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 organizations 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

    Voice

    over

    feedb

    ack

    Colla

    borat

    ive ru

    nning

    4. Plan and stage the wow experience

    NIKE+

    HOW TO

    Nike+ website

    Tracking tools

    Spor

    t iMixe

    s

    Netw

    orke

    d run

    ning e

    vent

    s

    Desktop widgets

    Nike+ sportsband

    Sync

    hed t

    rackin

    g

    Powe

    rsong

    s

  • 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. Im 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 customers.

    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. Ive 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...

    our newsletter our blog upcoming events (15% off with FOBS):

    Managing ExperienceUser Experience IntensiveUXWeek

  • 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/