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Presentation given at Connected Enterprise 2012 conference in Melbourne
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Understanding the customer experience November 22, 2012
© Transitive Society 2012 - Confidential
“Customer Experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with
that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.”
Wikipedia
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A journey composed of many discrete factual interactions and emotional experiences with a company, its goods and services
Information Transaction Use
Factual Interactions
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During initial information phase
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Around the transaction
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While consuming products or services
Emotional Experiences
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Companies provide touchpoints, products and services features
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Customers bring in their own context at any given time
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Unfortunately, facts cannot be dissociated from emotions
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When encountering that…
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She actually saw that
© Transitive Society 2012 - Confidential
You cannot provide customers with a great experience, you can provide them with all the resources needed for them to build a great experience at each step of their journey.
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© 31Volts
© Transitive Society 2012 - Confidential
Customer Experience is the outcome from a company’s best efforts
to make a proposition which will match customers’ attempts to get their job done.
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It all begins with trusted relationships
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First person WOM trumps corporate information
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It’s about THEM, not about YOU
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They are crying for help, not for service
Improve, test, rinse and repeat
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“If I had asked people what they wanted, they would have said faster horses.”
Henry Ford
Learn about your customers’ job-to-be-done
A faster way to get from A to B
Customers often do not mean what they say
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Involve all stakeholders
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Organize for connectedness
Trading with human social beings is a social process
F L U I D
acilitate internal and external interaction
oosen processes for exceptions handling
se small and fast real-world experimentations
nspire a culture of learning
esign for empathy
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Thierry de Baillon +33 (0)6 11 62 49 80
[email protected] t_de_baillon fr.linkedin.com/in/debaillon @tdebaillon
www.transitive-society.com www.debaillon.com www.thefutureofcollaboration.com
Thank You!
