1. DwyerLab
The Customer Experience Economy
People don’t experience your products the way you think they do.
@joedwy | 312-612-0491 | joe@dwyerlab.com
Tuesday, February 21, 12

2. 2
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Tuesday, February 21, 12

3. 3
Problem is, people don’t experience products the way you think.
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Tuesday, February 21, 12

4. 4
We don’t process info well
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Tuesday, February 21, 12

5. 5
99% of what we experience is filtered out.
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Tuesday, February 21, 12

6. 6
The stuff that makes it through is subject to gist processing.
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7. 7
What’s stored uses “lossy” compression.
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Tuesday, February 21, 12

8. How many times is the
basketball passed?
50% didn’t notice.
Daniel Simons, UIC
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Tuesday, February 21, 12

9. 9
Our environment compels us
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10. 10
Good samaritan test
67 students from
Princeton Theological
Seminary.
40% didn’t help. Darley & Batson 1973
Tuesday, February 21, 12

11. 11
Milgram Experiment
Administer shocks.
25% went all the way. DwyerLab
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12. 12
Emotions affect us
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Tuesday, February 21, 12

13. DwyerLab
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14. Don Norman
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15. 15
We are subject to cognitive biases
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Tuesday, February 21, 12

16. 16
Kitchen test
5 strangers in your searching
and classifying everything in it.
53% agreed if preceded
by a small request. Freedman & Fraser 1966
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Tuesday, February 21, 12

17. 17
Chameleon effect
Wag your foot
50% increase in foot
wagging
Chartrand & Bargh 1999
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Tuesday, February 21, 12

18. 18
Expectation effect
You’re so good at
cleaning up!
60% increase in
cleaning up activity. Chartrand & Bargh 1999
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Tuesday, February 21, 12

19. 19
Cognitive dissonance
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20. 20
Our physiology plays a powerful role
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Tuesday, February 21, 12

21. 21
Decisions are hard
Overload my brain...
Visual saliency
And I’ll probably go with
what you say
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Tuesday, February 21, 12

22. 22
Striatum releases dopamine
But it can overload us
We seek novelty
Paradox of Choice
Too much choice is negative
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Tuesday, February 21, 12

23. 23
Out of 232 men from 22 countries... zero chose purple. 23% of women did.
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24. 24
We don’t know what we think.
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Tuesday, February 21, 12

25. 25
Which cookie is better?
Imagine yourself
eating it.
Stranger judges from
your expression. McConnell 2011
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Tuesday, February 21, 12

26. 26
Something is written down the center. Kinda big.
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Tuesday, February 21, 12

27. 27
Any color you want... as long as it’s black.
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28. Tuesday, February 21, 12

29. 29
Immen
se increas
e in personal
streams! data
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30. 30
Went from lucky to get one...
to a material society...
to the Paradox of Choice.
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31. 31
Customer Experience is about creating
contexts for effective
User Experience.
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32. DwyerLab
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33. DwyerLab
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34. DwyerLab
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35. 35
Utility
Symbolism
Experience
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36. Utility
Symbolism
Experience
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37. 37
Human drives
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38. 38
Biological
eat, drink, sleep, keep warm, reduce pain
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39. 39
Sexual
attract sexual partners and satisfy sexual desires
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40. 40
Security
keep ourselves and loved ones safe
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41. 41
Control
be in control of our lives
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42. 42
Social
form relationships, experience intimacy and love, feel we belong
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43. 43
Individuality
drive to establish and express a unique identity
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44. 44
Stimulation
sensory, cognitive, and physical stimulation
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45. 45
What can we do to create amazing customer
experiences?
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46. 46
Improve reality? Or
improve how people
experience it?
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Tuesday, February 21, 12

47. 47
Rewards
Planned rewards work poorly
Surprise rewards work
Monetary rewards don’t work as well
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48. 48
3 minute massage
20-second
break
break enjoyment
into small bits Nelson & Meyvis 2008
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49. 49
The power of waiting
Queueing for
products
increases
perceived value.
Ayelet Fishbach 2010
Tuesday, February 21, 12

50. 50
Don’t make them think
Online $59
Print $125
Print + Web $125
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51. 51
Ben Franklin effect
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Tuesday, February 21, 12

52. 52
Experience theme
“You press the button, we’ll do the rest.”
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Tuesday, February 21, 12

53. 53
Building a cult of product
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Tuesday, February 21, 12

54. Simple, purposeful message.
Distinct differentiation.
Encourage customer expression.
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Tuesday, February 21, 12

55. @joedwy | 312-612-0491 | joe@dwyerlab.com
Tuesday, February 21, 12