In the Experience Economy, capturing the real customer experience is more important than ever. But the proliferation of digital technology has both multiplied and changed the nature of customer touchpoints, making this task more complex.
In addition, recent thinking from behavioural economics tells us it is not always straightforward to get to a true understanding of our customers' experiences. The reasons people do things may be a mystery to themselves, let alone market researchers.
In the talk I look at the shift in the customer landscape and our understanding of ourselves, before looking at practical ways to capture the real customer experience with examples from the nativeye insight platform.
9. 40 years in the making…
“In theory, the brand and its products and services
should be designed to work in tandem; a brand’s
voice and promise should inform the products that
are built and the surrounding services that are
delivered to customers.”
Alvin Toffler, Future Shock
10. Customer landscape
Many more devices + touchpoints
Digital technology is woven in
On customers’ terms
Customer experience as competitive advantage
29. Anxiety over privacy
"This application erodes any idea of privacy. If you
install this, then it is very likely that Facebook is
going to be able to track your every move, and
every little action.”
Om Malik on Facebook home
30. A caution – it’s possible to measure too
much. Something can be lost in the
process.
These are the stories – the narratives
attached to your brand or business –
and they are powerful.
31. Tourism is about helping
people construct stories
and collect memories.
34. “As you get closer to the point of decision, there are
factors at work which never really appear in
conventional market research. They are contextual
factors, social factors”
Rory Sutherland, Ogilvy
41. Emotion helps us and our colleagues
empathise and want to solve the
problem.
“Authenticity for me follows from the ability to put
oneself in the place of another, to relate to the other
because of a shared store of human experiences…”
Sherry Turkle, Alone Together