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How to Obsess the Customer Experience

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Lessons from BSSP/Contagious Now/Next/Why-June 9th-San Francisco- speakers included- Google, IDEO, Black Tomato, Slack, Tenderloin HIP, Rapha, Under Armour

Publié dans : Business

How to Obsess the Customer Experience

  1. 1. HOW DO YOU OBSESS THE EXPERIENCE? LEARNINGS FROM BSSP/CONTAGIOUS- NOW/NEXT/WHY- JUNE 2015
  2. 2. OUR PARTNER: CONTAGIOUS = COMMUNICATION FORESIGHT 2
  3. 3. THE EVENT- JUNE 9TH- 150- PEOPLE SF’S GOLDEN GATE CLUB 3
  4. 4. OUR SPEAKERS 4 Luxury travel agent Company communication tool Luxury bike apparel company Google’s Lab for the future of advertising
  5. 5. RULES OF EXPERIENCE: MATT WATKINSON- AUTHOR AND CONSULTANT 5
  6. 6. WORKSHOP: TENDERLOIN HIP 6 How do you create a terrible experience for drug dealers in the Tenderloin?
  7. 7. WHY DOES EXPERIENCE MATTER?
  8. 8. WHY DOES EXPERIENCE MATTER?- IT’S SERVICE 8
  9. 9. WHY DOES EXPERIENCE MATTER?- THE BUSINESS REALITY 9 It costs 5X more to acquire a new customer than to keep a current one
  10. 10. WHY DOES EXPERIENCE MATTER? CUSTOMERS DEMAND IT 10
  11. 11. WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO -EXPERIENCE = Any interaction, any place, any time 11
  12. 12. WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO 12 “Talk less, do more” Tom Raith IDEO
  13. 13. WHAT DOES EXPERIENCE MATTER? IT’S HOW YOUR BRAND PROVES YOURSELF 13
  14. 14. WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER 14
  15. 15. WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER 15
  16. 16. WHY DOES EXPERIENCE MATTER? NEW EXPECTATIONS 16
  17. 17. WHY DOES EXPERIENCE MATTER? WE LIKE THEM BETTER THAN PRODUCTS 17 Source: Cornell University- 2013
  18. 18. HOW DO YOU OBSESS THE EXPERIENCE?
  19. 19. HOW DO YOU OBSESS EXPERIENCE? 1. Build a Strategic Foundation 2. Experience Ideas Need to Have Real Business Value 3. Think Like a Human-Is the Experience Thoughtful? 4. Locate Opportunities to “Wow” through experience 5. Go for the easy wins first 19
  20. 20. 1. BUILD A STRATEGIC FOUNDATION
  21. 21. 1. BUILD A STRATEGIC FOUNDATION 21 “Understand the “why” and the “what” will follow” Matt Watkinson
  22. 22. 1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF 22
  23. 23. 1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF 23 Rapha’s Enemy Under Armour’s Boardroom
  24. 24. 1. BUILD A STRATEGIC FOUNDATION- KNOW WHERE YOU’RE HEADED 24 https://vimeo.com/69062155
  25. 25. 1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER 25 Everyone at Slack has to work in customer service
  26. 26. 1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER 26 “Everyone who travels wants great stories”- Tom Marchant
  27. 27. 1.BUILD A STRATEGIC FOUNDATION-KNOW YOUR CUSTOMER 27 Focus-The child is the customer, not the parent
  28. 28. 1. BUILD A STRATEGIC FOUNDATION- KNOW THE JOURNEY 28
  29. 29. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
  30. 30. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS 1. Be clear about what you are trying to do 2. Understand how the idea contributes to the business 3. Is it about acquiring or retaining customers? 3. Identify and be clear about determining if the idea is about attention or experience -each type has a different value 30
  31. 31. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS 31 Warby Parker’s Stores aren’t a vanity project They deliver the most sales/sq ft in retail after Apple
  32. 32. 2.UNDERSTAND THE BUSINESS VALUE OF IDEAS 32 Sephora’s contouring app is like digital glue providing utility with user education, but also connecting users directly into the brand’s products, services and commerce
  33. 33. 3. THINK LIKE A HUMAN
  34. 34. 3. THINK LIKE A HUMAN- THINK ABOUT THEM 34 Are you really thinking about the user and how you can make their lives easier and better? Are you putting yourself in their shoes? Are you testing for potential frustrations? Are you thinking through all the steps? Think about how it’s going to make the user feel
  35. 35. 3. THINK LIKE A HUMAN “We aren’t doing anything magical, we doing human things.” Anna Pickard-Slack 35
  36. 36. 3. THINK LIKE A HUMAN 36 Slack’s welcome robot
  37. 37. 3. THINK LIKE A HUMAN- BE THE “FIXER” 37
  38. 38. 3. THINK LIKE A HUMAN- HOW DO YOU HELP? 38 “We (human beings) are engineered to save energy for survival.” Matt Watkinson
  39. 39. 3. THINK LIKE A HUMAN-HOW CAN YOU HELP? 39 Rapha locates its stores close to cycling routes out of cities Cycle route out of NY
  40. 40. 3. THINK LIKE A HUMAN- HOW CAN YOU HELP? 40
  41. 41. 3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT 41
  42. 42. 3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT 42 Maybe it’s better for a hotel to give a cookie when the guest leaves or has a problem, rather than when they arrive = Save the cookie for “peak moments”
  43. 43. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL? 43 XX plays to 50--people- the audience walks out to the stage and the band is there to greet them
  44. 44. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL? 44 The first connection many of Under Armour’s customers will have with the brand, is digital. How do they make it human?
  45. 45. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL? 45 The brand knows the type of help you need
  46. 46. 4. LOCATE OPPORTUNIES TO “WOW”
  47. 47. 4. LOCATE OPPORTUNITIES TO “WOW” “People don’t know where they want to go, but they have a good idea of how they want to feel” Tom Marchant- Black Tomato 47
  48. 48. 4. LOCATE OPPORTUNITIES TO “WOW” With a solid strategic foundation, you can find opportunities to create wow. Find moments when your customers are surprised because their expectations have been exceeded. But, “Wow” opportunities shouldn’t be the only things you do 48
  49. 49. 4. LOCATE OPPORTUNITIES TO “WOW” 49
  50. 50. 4. LOCATE OPPORTUNITIES TO “WOW” 50 EA knows that sports fans likes nothing better than to trash talk with friends during key moments in sports games, so they developed a creative system to help them
  51. 51. 4. LOCATE OPPORTUNITIES TO “WOW” 51 “Sleep No More” is a radically new theater experience, but it’s all driven by people and place, not technology- the audience is at the center
  52. 52. 4. LOCATE OPPORTUNITIES TO “WOW” 52 Mass Mutual created a space/experience and a program to help adults become financially literate
  53. 53. 4. LOCATE OPPORTUNITIES TO “WOW” 53 Slack’s surprise as discoverable “wow”
  54. 54. 4. LOCATE OPPORTUNITIES TO “WOW” 54 Rapha’s store as social cycling club
  55. 55. 4. LOCATE OPPORTUNITIES TO “WOW” The advancing technological landscape creates obvious opportunities for those who are prepared to seek out and provide experiences that we’ve never had 55
  56. 56. 4. LOCATE OPPORTUNITIES TO “WOW” Branded champagne service, at the touch of a button, thanks to the internet of things 56
  57. 57. 5. GO FOR THE EASY WINS FIRST
  58. 58. 5. GO FOR THE EASY WINS FIRST 58
  59. 59. 5. GO FOR THE EASY WINS FIRST “The only time we get together is when we meet with you” Client comment to IDEO 59
  60. 60. 5. GO FOR THE EASY WINS FIRST 60 Concepts like digital transformation and being disruptive are dangerous- too much, too overwhelming = Potential paralysis Uncover your customers expectations and meet them Find the sweet spot on the journey Find the pain points and the places you fail- fix them first What can you manage? What can you control? What’s an easy point of collaboration?
  61. 61. FINALLY.... We have more choices, channels and opportunities than ever before and they are growing every day, but it’s not about more, it’s about better 61
  62. 62. THE IDEAL EXPERIENCE TOOLKIT: COMPONENTS 1. STRATEGIC FOUNDATION TEMPLATES (Brand Architecture, Brand Experience Guide, Customer Journey Maps) 2. BUSINESS VALUE IDEA EVALUATOR 3. THOUGHTFULNESS CHECKLIST 4. “WOW” OPPORTUNITY FINDER (Journey analysis tool to identify areas of opportunity) 5. EASY WIN STARTER KIT 62
  63. 63. SUMMARY Experience is the new proving ground for today’s brands Be sure of your strategic foundation Always think from the perspective of the individual user Common sense, thoughtfulness and empathy are key Understand expectations Find opportunities to “Wow” Go for the easiest wins first 63

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