Understanding the customer experience
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Presentation given at Connected Enterprise 2012 conference in Melbourne
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Understanding the customer experience
- 1. Understanding the customer experience November 22, 2012
- 2. “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 A journey composed of many discrete factual interactions and emotional experiences with a company, its goods and services Information Transaction Use © Transitive Society 2012 - Confidential November 2012 Transitive Society 2
- 4. During initial information phase © Transitive Society 2012 - Confidential November 2012 Transitive Society 4
- 5. Around the transaction © Transitive Society 2012 - Confidential November 2012 Transitive Society 5
- 6. While consuming products or services © Transitive Society 2012 - Confidential November 2012 Transitive Society 6
- 8. Companies provide touchpoints, products and services features © Transitive Society 2012 - Confidential November 2012 Transitive Society 8
- 9. Customers bring in their own context at any given time © Transitive Society 2012 - Confidential November 2012 Transitive Society 9
- 10. Unfortunately, facts cannot be dissociated from emotions © Transitive Society 2012 - Confidential November 2012 Transitive Society 10
- 11. When encountering that… © Transitive Society 2012 - Confidential November 2012 Transitive Society 11
- 12. She actually saw that © Transitive Society 2012 - Confidential November 2012 Transitive Society 12
- 13. 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. © 31Volts © Transitive Society 2012 - Confidential November 2012 Transitive Society 13
- 14. 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. © Transitive Society 2012 - Confidential November 2012 Transitive Society 14
- 15. It all begins with trusted relationships
- 16. First person WOM trumps corporate information © Transitive Society 2012 - Confidential November 2012 Transitive Society 16
- 17. It’s about THEM, not about YOU © Transitive Society 2012 - Confidential November 2012 Transitive Society 17
- 18. They are crying for help, not for service © Transitive Society 2012 - Confidential November 2012 Transitive Society 18
- 19. Improve, test, rinse and repeat
- 20. Learn about your customers’ job-to-be-done “If I had asked people what they wanted, they would have said faster horses.” Henry Ford A faster way to get from A to B Customers often do not mean what they say © Transitive Society 2012 - Confidential November 2012 Transitive Society 20
- 21. Involve all stakeholders © Transitive Society 2012 - Confidential November 2012 Transitive Society 21
- 22. Organize for connectedness Trading with human social beings is a social process F acilitate internal and external interaction L oosen processes for exceptions handling U se small and fast real-world experimentations I nspire a culture of learning D esign for empathy © Transitive Society 2012 - Confidential November 2012 Transitive Society 22
- 23. Thank You! Thierry de Baillon +33 (0)6 11 62 49 80 tdebaillon@transitive-society.com t_de_baillon fr.linkedin.com/in/debaillon @tdebaillon www.transitive-society.com www.debaillon.com www.thefutureofcollaboration.com © Transitive Society 2012 - Confidential November 2012 Transitive Society 23