USECON RoX 2015: Slip into your customers' shoes - Mobile Ethnography
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Speaker: Klaus Schwarzenberger (CTO Experience Fellows) Customer Experience Research – eine innovative Software Die Kundenreise ist eine komplexe Sache, die sich über eine Vielzahl von Kanälen abspielt. Gerade bei der Neu- oder Weiterentwicklung von Produkten stoßen quantitative Ansätze oft an ihre Grenzen in Bezug auf die Aussagekraft. Mobile Ethnographie und andere qualitative Methoden bringen wertvolle Einblicke, um die Bedürfnisse des Kunden zu verstehen und das Unternehmen fit für die Experience Economy zu machen. Haben Sie dazu Fragen oder möchten Sie die Folien haben, dann kontaktieren Sie uns bitte unter office@usecon.com
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USECON RoX 2015: Slip into your customers' shoes - Mobile Ethnography
- 1. 2015 Slip into your customer's shoes Klaus Schwarzenberger RoX 2015 - Vienna 12 November 2015
- 2. 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 3. 78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 4. CX RESEARCH Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 5. CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKE Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 6. CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKE When do you measure customer satisfaction? Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 7. CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E CUSTOMER JOURNEY MAP 1 2 3 4 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKE 9 78.4% OF OUR CUSTOMERS RATE OUR SERVICE: “VERY GOOD”. Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 8. TALK TO YOUR F***ING CUSTOMER. REALLY. Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 9. QUALITATIVE QUANTITATIVE Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 10. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE QUANTITATIVE … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 11. SURVEYS photo credit shutterstock / mama_mia QUANTITATIVE Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 12. CONVERSION ANALYSIS QUANTITATIVE photo credit shutterstock / GaudiLab Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 13. FOCUS GROUPS photo credit shutterstock / wavebreakmedia QUALITATIVE Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 14. CONTEXTUAL INTERVIEWS QUALITATIVE photo credit shutterstock / af8images Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 15. NON-PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Yiulia Grigoryeva Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 16. PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Monkey Business Images Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 17. WORK-ALONG QUALITATIVE photo credit shutterstock / Num Skyman Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 18. photo credit shutterstock / Kzenon SELF-DOCUMENTATION QUALITATIVE AUTO-ETHNOGRAPHY Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 19. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE QUANTITATIVE … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 20. … AND MANY MORE Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking QUALITATIVE QUANTITATIVE … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking QUALITATIVE QUANTITATIVE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Non-participant observation Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 21. SELF-CONDUCTED DESIGN RESARCH SELF-CONDUCTED Mobile Ethnography Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 22. Free smartphone app for participants Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 23. How to use the ExperienceFellow smartphone app VIMEO.COM/34160910 Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 24. Real-time Visualization as journey map Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 25. Advanced filtering techniques Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 26. Advanced filtering techniques Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 27. Location-based visualization with clustering Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 28. Location-based visualization with clustering Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 29. High-resolution PDF export for large format printsHigh-resolution PDF export for large format prints Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 30. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 31. Wayne parking kiosks - Philadelphia, PAWayne parking kiosks - Philadelphia, PA Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 32. IN THE END IT'S JUST A USABILITY TEST. Slip into your customer's shoes RoX,Vienna @MrBlackmountain
- 33. THANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider OUR BESTSELLER FROM 2010 Klaus Schwarzenberger klaus@experiencefellow.com Slip into your customer's shoes RoX,Vienna @MrBlackmountain