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Given at the Banff Center for the Arts, 11/13/09.
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The New Customer Experience Landscapehttp://www.flickr.com/photos/kendrick/
“blog”
28,000companies
Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
Where Social Systems meets Customer Service
Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
Social Effects
Where Social Systems meets Customer Service
User Experience loves the customerhttp://www.flickr.com/photos/kendrick/
http://www.flickr.com/photos/claudio_ar/
Your Average Business, sadly, doesnʼ’t
FAQs
Trouble Ticket Systems
Outsourced Call Centers
Bad metrics & measurements...
...Leads to this
Friction-free communication is the new norm
Losing Control:8 Steps to Success in a post 2.0 World
THENETWORK
BUSINESSES THRIVE ON THE NETWORKWHEN THEY ADAPT TO THE NETWORK
NOT THE OTHER WAY AROUND
Networks are nothing new
It was about moving goods
HIERARCHIESBECAME
NECESSARY TOMANAGE SCALE
A new kind of network
Linking create new kinds of value chains
http://www.flickr.com/photos/takomabibelot/
Value exists externally
Practically speaking...
http://www.flickr.com/photos/claudio_ar/
From this
http://www.flickr.com/photos/libraryman/
To this
http://www.flickr.com/photos/kendrick/
What does all this mean for UX?
1. Organizations understand their customers are out there now.
2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.
3. Most organizations have no idea what to do about that.
Three things
http://www.flickr.com/photos/bachmont/
WAYSORGANIZATIONSARE CHANGING
FROMCONTROL
TOCACOPHONY
(1)
YOUʼ’REJUSTA
NODE(1)
http://www.flickr.com/photos/generated/
Home sweet home
Customers lead the conversation
Change happens faster thanorganizations can process
We can handle it
“They walk fast and they walk adroitly. They give and they take, at once aggressive and accommodating. With the subtlest of motions they signal their intention to one another.”
William Whyte, City (1969)
A willingness to iterate
http://www.flickr.com/photos/oskay/
FROMPROCESS
TOFLOW
(2)
From hierarchy
To something a little more improvisational
Waterfall to washing machine
http://www.slideshare.net/leisa/
FROMDOCUMENTATION
TOCOLLABORATION
(3)
FROMFEARTO
HONESTY(4)
Fear of competition
Impossible to hide
Youa Culpa
Pixar is a community in the true sense of the word. We think that lasting relationships matter, and we share some basic beliefs: Talent is rare. Managementʼ’s job is not to prevent risk but to build the capability to recover when failures occur. It must be safe to tell the truth.
-Ed Cartmill, President, Pixar (Harvard Business Review)
FROMHIDDEN
TOSHARED
(5)
Secrecy is obsolete
Itʼ’s not clear where your interests endand others begin
Edges everywhere
Edges everywhere
Edges everywhere
Edges everywhere
FROMOWNERSHIP
TOSTEWARDSHIP
(6)
In the service of a higher purpose
When we try to pick out anything by itself, we find it hitched to everything else in the universe. - John Muir
“About week 3, I realized I wasnʼ’t in charge anymore.” -Ted Rheingold, CEO, Dogster
Google aims to be a steward for the Internetʼ’s decentralized nature,
its core social good.
1. Customer service?
2. Product development?
3. Marketing and Brand development?
4. Business development?
5. Advertising?
What does all this mean for...
In Summary
http://www.flickr.com/photos/claudio_ar/
http://www.flickr.com/photos/libraryman/
Three things
1. Organizations understand their customers are out there now.
2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.
3. Most organizations have no idea what to do about that.
http://www.flickr.com/photos/kendrick/
1. Customer service?
2. Product development?
3. Marketing and Brand development?
4. Business development?
5. Advertising?
What does all this mean for...
http://www.flickr.com/photos/blackbeltjones/
Lane BeckerEmail me at [email protected] me at monstro9Follow me on Twitter @monstroOr on Facebook at /lanebOr even give me a call at 1-415-867-1708