Post on 28-Jul-2015
TRENDS AS OPPORTUNITIES
Customer 3.1 | May 2015
Chris JacksonService Design Lead DNA www.dna.co.nz
@northwardsdsSlides on ConfereNZ & Slideshare
BY 2020 CX WILL OVERTAKE PRICE AND PRODUCT AS THE KEY BRAND DIFFERENTIATOR.– Customers 2020 Report, Walker Information
TRENDS“Fashion is a form of ugliness so intolerable that we have to alter it every six months.”– Oscar Wilde
2 MINS TO FIND OUT ABOUT YOUR NEIGHBOUR’S JOURNEY TO THE CONFERENCE.
95% OF DISSATISFIED CUSTOMERS TELL OTHERS OF A BAD EXPERIENCE.– Dimensional Research
UXA persons perception and responses that result from the use or anticipated use of a product, service or system.– ISO 9421
UX
UX vs CXA persons perception and responses that result from the use or anticipated use of a product, service or system.– ISO 9421
Customer experience (CX) is the sum of all experiences at various touchpoints a customer with a supplier of goods and/or services, over the duration of their relationship with that supplier.– Wikipedia
UX
CX
UX vs CX vs SDA persons perception and responses that result from the use or anticipated use of a product, service or system.– ISO 9421
Customer experience (CX) is the sum of all experiences at various touchpoints a customer with a supplier of goods and/or services, over the duration of their relationship with that supplier.– Wikipedia
Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.– SDN
UX
CX
SD
THE BOTTOM LINE: 2015 WILL BE THE YEAR OF THE EMPLOYEE IN CX.– Bruce Tempkin
BOUNDARY BLURRING#1
Kerry Bodine – Forrester
CX
SD
UX
The Future?
SD CX
T-SHAPED I-SHAPED
FULL STACK
CATALYSING CAPABILITY#2
“...Customer experience knowledge will be required at higher levels in every position in the organization. This will come in the form of education, skills training, support, enhanced data, expanded partnerships and a new focus on innovative design skills and talent.” - Diane Magers, AT&T
COACHING
Phot
ospo
rt fi
le
MENTORING
CULTUREATTITUDESKILLSSOCIALENVIRONMENTCONTEXTRELATIONSHIPS
“By extension, companies will look to identify the customer experience skillset in recruiting new employees.”
- James Ainsworth, SDL
PERFECT PARTNERSHIPS#3
TRUSTUNDERSTANDINGTRANSPARENCYCONFIDENCECULTURESKILLSPERSPECTIVEENVIRONMENT
DESIGN THINKING
BEYOND DESIGN
BEST PRACTICE
BEYOND DESIGN
NEXT PRACTICE
DESIGN THINKING
IMPERFECT PARTNERS
REALLY RESEARCHING#4
RED ASSOCIATES
ETHNOGRAPHY
“The jobs that customers are trying to get done cannot be deciphered from purchased databases in the comfort of marketers’ offices. It requires watching, participating, writing and thinking. It entails knowing where to look, what to look for, how to look for it and how to interpret what you find.”
- Clayton Christensen, Harvard Business School
MEANINGFUL METRICS#5
MEANINGIDENTITYEMOTION
PRICEFUNCTION
Quantitative
Qualitative
TOTAL VALUE
- Nathan Shedroff, CAA
MEASURE THE RIGHT THINGS
KPI’S
DATA DRIVEN#6
SENSEMAKE
JOBS
OUTCOMESNOT
OUTPUTS
TALKING THINGS#7
HYPE CYCLE FOR EMERGING TECHNOLOGIES, 2013
TECHNOLOGY TRIGGER
EXPE
CTAT
ION
S
TIME
PEAK OF INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY
Speech Recognition
Big Data
Mobile Health Monitoring
Smart Robots
Smart Workspace
INTERNET OF THINGS
THE WORLDWIDE INTERNET OF THINGS (IOT) MARKET IS EXPECTED TO GROW 19% IN 2015.– IDC
50 BILLION DEVICES WILL BE CONNECTED TO THE INTERNET BY 2020.– Cisco
CONNECTED OBJECTS CONNECTED SERVICES
SECURITY
BUT WHAT IF THERE WERE A NEW WEB?
SOCIAL CRM#8
VIRGIN TRAINS
REAL TIME
CONTACT CENTRE
CUSTOMER HUB
DIGITAL MESSAGING
DATA MANAGEMENT
BUSINESS INTELLIGENCE
ACTIONABLE ANALYTICS
TAGGING
DIALOGUE
CSR
SOCIAL
SEAMLESS SERVICES#9
MULTI CROSS OMNI
Multi-channel strategies were developed to support the same transaction and communication in each channel. Now organisations are getting to grips with cross- channel experiences, where customers interact seamlessly with the organisation in the channel of their choice. In Omni-channel customers engage organisations across multiple channels, platforms and media – sometimes all at the same time – where no one organisation is in control.
– LIVE | WORK
ARLANDA EXPRESS
BEAUTIFUL SEAMS
CONCLUSION
“Brands must use customer data (with permission), new technologies, and old-fashioned, people-powered customer service to make sure the 2015 customer experience is personal, painless and contextualized across all channels.”– Max Luthy, Trendwatch
“Results are gained by exploiting opportunities, not by solving problems.”– Peter Drucker
TRENDS ARE OPPORTUNITIES.
THANK YOU. ENJOY THE REST OF THE CONFERENCE.ANY QUESTIONS?
References http://trendwatching.com/trends/future-customer-service/
http://en.wikipedia.org/wiki/ISO_9241
http://www.service-design-network.org/intro/
http://www.theguardian.com/business/2014/jul/03/argos-ebay-click-and-collect-service-650-stores
http://worldfuturetrends.tumblr.com/post/112882245106/trendwatching-com-director-of-trends-insights
http://www.providesupport.com/blog/customers-2020-infographic/
http://en.wikipedia.org/wiki/Customer_experience
http://www.teleanalysis.com/news/internet-of-things-market-to-grow-19-in-2015-15049.html
http://www.businessinsider.com.au/75-billion-devices-will-be-connected-to-the-internet-by-2020-2013-10
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux?cm_mmc=RSS-_-MS-_-64-_-blog_2654#!
http://www.mycustomer.com/news/one-four-now-using-social-media-customer-complaints
http://liveworkstudio.com/perspectives/service-in-retail/
http://www.genesys.com/platform-services/omnichannel-customer-engagement
https://experiencematters.wordpress.com/2015/01/06/8-cx-trends-for-2015-the-year-of-the-employee/
http://www.mcorpcx.com/where-customer-experience-is-going-in-2015-10-trends-to-watch-2/
http://cx.walkme.com/top-10-fascinating-customer-experience-trends-for-2015/
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