hello !

Note: innovation vouchers and marketing grants available

Part 1 !

The value of knowing your Customer’s Experience

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Rarely do consumers get what they want or need; consumers

get what they are offered !

Understand their outspoken needs !

Live with the customer

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Imagine…

Imagine if services and business listened to their customers.

…and did something to change things for the good.

customer service stories

Are we too occupied in our own businesses that we fail to see what the picture looks like from outside?

“...one eye on your customer, one eye on your business” !

Sahar Heshemi

Customers are unreliable and changeable, have high expectations and are on facebook!

Your customer experience is rated

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“The customer is always right” ???

The customer point of view

stories about your customers

“what can I do for you to put it right?”

Customers are unreliable and changeable, have high expectations and are on facebook!

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“The customer is always right” ???

The customer point of view

stories about your customers

“what can I do for you to put it right?”

If customers have a better understanding of your service, it can result in increased customer appreciation for

the value of the service.

the value of service

The customer point of view

What does your customer have go through to get to your service and business?

What prevents them from making a purchase or placing an order?

What would make it easier and better for them?

people like choices (website registration)

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What do your customers think about YOUR product and service?

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"Supposing is good, but finding out is better.” Mark Twain

Workshop exercise

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Why ‘design’ service?

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We will try qualitative research rather than quantative !

Statistics need support (the human factor) !

Ethnographic research methods and tools !!

Ethnography. Its roots can be traced back to anthropological studies of small, rural/remote societies and looking at their social arrangements and belief systems. We adapt and develop this approach for urban studies and customer behaviours

Tools for the design of service

Maria and her children Clarks Shoes

A user journey experience using Touch Points

Touchpoints

“point of contact” examples...

advert / shop / directions / social media / texts / radio / referral / email / phone call / signage / website / email marketing / linkedin / tv / tradefair /

conference / seminars

Shoes Sales person

Box/bag receipt

Present-Service

Shop

service re-visit

ShopAdvert

Pre-Service

Back

Sta

geUs

er E

xper

ienc

eTo

uchp

oint

Phone Call

Advert/ flyer

Text

Post-Service

Workshop exercise

A user journey using a story board

A user journey using behavioural mapping

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End of Part 1