how to engage customers in a digitised world?

1. CUSTOMERS ENGAGEMENT
THE FUTURE CHALLENGES OF A DIGITIZED REALITY
Hashtags of the day
#CafeNBxl #WUD2014 #UX

2. Hosted by

3. «Capitalism creates an attention crisis»
Liberation.fr

4. CHARACTERISTICS OF USER ENGAGEMENT
Omni Channel
USER ENGAGEMENT
4
Focused Attention Must be focused to be engaged
Positive Affect Emotions are motivation, affective hook can induce desire for exploration
Aesthetics Cfr design principle (balance, symmetry, saliency, micro interactions…)
Endurability Remember that it is enjoyable, useful, engaging: wants to repeat it
Sources : Measuring engagement by Mounia Lalmas

5. CHARACTERISTICS OF USER ENGAGEMENT
Omni Channel
USER ENGAGEMENT
5
Novelty Surprise, novelty, curiosity
Richness & Control Growth potential & user ability to reach it
Trust Necessary condition to engagement
Benefits & Motivation Why the user is engaging
Sources : Measuring engagement by Mounia Lalmas

6. The experience economy
Omni Channel
USER EXPERIENCE
When UI or a service has reached the level where interactions can create an emotional response, the brand doesn’t need
to be visible, it is felt.
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7. The experience economy
1900’s 1950’s 2000’s
Omni Channel
USER EXPERIENCE
The evolution of why a product worth be bought from a customer perspective
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Product/Factory
Functional benefits
Economical benenifts
Brand/Marketing
Branding/Marketing
Emotional benefits
Identity & Status benefits
Experience/Design
Meaningful benefits
High level needs
Icons by : http://www.emiliemudjeredian.com/
Timeline by NNg (Ux Strategy)

8. Above the line
Sensors
Bellow the line
Online
Wearables & Mobiles
Offline
Experience
> Engagement
Image : http://www.csrandthelaw.com/2011/12/19/business-and-human-rights-a-convergence-of-expectations/

9. DIGITAL IS DEAD
Omni Channel
TODAY
As everything is digital, is no longer relevant to mention it
9
Digital
TV
PRINT DM
Digital
Digital
CRM
Digital
Sources : The End of Digital by Kai Platschke

10. INTERNET IS DEAD
Omni Channel
TOMORROW
The internet of everything
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Sources : Cisco

11. INTERNET OF everything
Omni Channel
TOMORROW
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Sources : Cisco

12. “Digitisation is a step of change even greater than the internet.
Exponential technology advances, greater consumer power &
increased competition mean all industries face the threat of
commoditisation.
The winners will act now, and build a strategic advantage that leaves their
counterparts wondering what happened.”
Ernst & Young- The digitisation of everything
(How organisations must adapt to changing consumer behaviour)

13. a digitized user
Omni Channel
DIGITAL MINDSHIFT
13

14. Device Galore
Continuous Disattention

15. Omni Channel
SCREEN SHIFTING
15
PLAY/PAUSE… RESUME ELSEWHERE
With the growing numbers of applications, OS proposing seamless device change, people are starting to expect it everywhere.

16. Omni Channel
eRetail vs & Retail
16
PLAY/PAUSE… RESUME ELSEWHERE
With the growing numbers of applications, OS proposing seamless device change, people are starting to expect it everywhere.
Content & digital goods Tasks & Worflows Services Everything

17. (Almost) Invisble tech

18. Omni Channel
SIGNAL VS NOISE
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Personalisation & ABSOLUTE RELEVANCY
marketing
1 to 1 communication Google now
pricing

19. Webrooming vs Showrooming
The digital frontier is melting
Omni Channel
CHANNEL SHIFTING
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More infos : http://www.ko-websites.com/

20. Showrooming
The reasons for showrooming
Omni Channel
CHANNEL SHIFTING
20
Source : econsultancy.com

21. Omni Channel
CHANNEL SHIFTING
21
Mobile payments
Ease the paiement process & make it (almost) invisible

22. Omni Channel
CHANNEL SHIFTING
22
Mobile payments
http://www.businessinsider.com/the-future-of-the-payments-industry-2014-slide-deck-2014-7

23. Omni Channel
CHANNEL SHIFTING
23
Connected retail

24. Omni Channel
CHANNEL SHIFTING
24
connected retail
Analytics, context aware stores

25. Omni Channel
CHANNEL SHIFTING
25
CONVERGENCE
http://www.businessinsider.com/the-future-of-the-payments-industry-2014-slide-deck-2014-7

26. Omni Channel
OMNI CHANNEL
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Omni Channel : an holistic response to the digital shift

27. Omni Channel
OMNI CHANNEL
27

28. Omni Channel
OMNI CHANNEL
28

29. Omni Channel
eRetail vs & Retail
29
« When information is free,
Attention becomes expansive »
- James Gleick

30. QUESTIONS?

31. ‹#›
About Raphael thys
User experience & Digital Strategy
Consultant, Lecturer & Coach
@rthys pinterest.com/rthys about.me/raphaelthys