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From storytelling to storydoing
Customer Experience is the new frontier for brands to differentiate
@st_moritz #nexterday #cx
At Veryday, we passionately believe that customer-centric solutions based on genuine customer insights can
empower, enrich and energize both people and brands.
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“You can’t build a reputation on what you are going to do.” – Henry Ford
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of companies believe theirproducts and services aredifferentiated80%
Source: Harvard Business Review 2012
10% of customers agree
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From inside-out focus to customer focus
Symbolic heat-map of wasted time in average corporate Headquarter offices
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Shift in perspective
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From pills to outcomes
Pharma companies investing in service design to create more valueExample
Customer Experience drives loyalty and performance
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12Sources: Forrester, Temkin Group, Watermark Consulting
ForresterCustomer ExperienceIndex
• Functional•Accessible• Emotional
Customer LoyaltyMetrics
• Recommended• Repurchase• Reluctance
to switch
Stock Market Performance
• Leaders: +23%
• Laggards: -46%
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Understanding customers
DREAM & ASPIRATIONSMEANINGFULPLEASURABLE
ACCESSIBLEUSEFULEASE OF USE
RELIABLEFUNCTIONAL
The customer experience loopNEXTER
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Loyalty Customer Experience Decision
TRIGGER
DROP- OUT
CONSIDERATION
SATISFACTION
EXPERIENCE
EVALUATION
The big difference
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StorytellingPepsiMcDonaldsUnited AirlinesCloroxReebokLenovoChevrolet
StorydoingRed BullChipotleJetBlueMethodToms ShoesAppleTesla
The storydoing approach creates value and reduces cost
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Beyond departments
Employee engagement is key to connect the dots and deliver on customer experience.
of employees are not engaged
at work
Source: Gallup US Survey
63%
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Employees come to work to join a mission!
Employees are 300% more involved and motivated in a storydoing company
#1 best place to work in 2016: AirbnbFROM STO
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+300%Employee Experience at Airbnb:• Meeting rooms modelled to resemble listings• Chief Employee Experience Officer• Seeing staff like founders and hosts like employees
Source: Co:Collective
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Empathy by doingExperio Lab –Cross-functional patient journey exploration
CO-CREATION
1.
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Solutions by doingSkånetrafiken – Reinventing the urban travel experience in co-creation together with citizens
CO-CREATION
1. 2.
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Sharing by doing
CO-CREATION
One shot video of experience prototypes
1. 2. 3.
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Scaling by doing
CO-CREATION
Prioritization based on what customers care most about and highest business value
1. 2. 3. 4.
The 10-10-10 Rule:Evolve with users over time.
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A solution should be as valuable to
its user for the first 10 minutes,
10 days, 10 months of its life.
Reflection
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What do your customers value?
How can you drive real action?
Who do you want to join your mission?
STORY DOING CO-CREATION=+
If you only do what you can, then you will only be what you are.”KUNG FU PANDA
Customer Experience is the new frontier for brands to differentiate
From storytelling to storydoing
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