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Customer experience - how your brand lives or dies
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Customer Experience How your brand lives or dies Tom Voirol, Global Head of User Experience
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Transcript of Customer experience - how your brand lives or dies
Customer Experience
How your brand lives or dies
Tom Voirol, Global Head of User Experience
Intro
Tom Voirol
Experiences are about people
Experiences are about emotions
Experiences are shared
Social media = biggest soap box ever
Story time
Meet Dave Carroll
“don’t talk to me, talk to the
lead agent outside”
“I’m not the lead agent”
”…but hun, that's why we make you sign the waiver.
Take it up with the ground crew in
Omaha [destination]”
Flickr: the pain of fleeting joy
$US 1,200
Nine months later…
15 Million YouTube views later…
?
Story time
What makes great customer experience?
Kano model axes
Kano model overview
Kano model Basic expectations
Basic expectations
Kano model Performance payoff
Performance payoff
……
Kano model Excitement generators
Surprise!
Nokia = great design style
Innocent juice = humour
Hay-Adams panda = quirk
Think about your products/services
What are your basic attributes?
What are your performance attributes?
What could be your delight attributes?
Note that clients aren’t asking for these yet – by definition, you need to come up with them!
But…
Fish swimming upstream
Kano model overview
Example Free Wifi
How to improve customer experience
1 Know your customers
2 Find their touchpoints
3 Discover what to improve
4 Design the experience
5 Prototype, test, repeat
1 Know your customers
Image credits: Methos04 (Flickr)
2 Find their touchpoints
Image credits: GfK Group
Image credits: EduolimA, weegeebored, hundrednorth, pixalens (Flickr)
We listen to social media conversations
Image credits: OakleyOriginals (Flickr)
We track analytics
CMSs provide behavioural tracking
Customer touchpoints
Touchpoints
Core products /services
Other customer
interactions
BrandMarketing
Customer touchpoints
Static• Products• Promotion• Collateral• Contracts
Human• Sales • Service• Support• Word-of-mouth
Interactive• Email • Website• Blogs• Social networks
Emotional journey
3 Discover what to improve
Image credits: ideath (Flickr)
Image credits: Joe Shlabotnik (Flickr)
Image credits: andy101 (Worth1000)
Image credits: Jeff Gothelf
Image credits: cavstheblog.com
Image credits: milos milosevic (Flickr)
Image credits: OakleyOriginals (Flickr)
rroom.me/buzznumbers
rroom.me/radian6 rroom.me/visible
rroom.me/socialbakers
rroom.me/brandwatch
4 Design the experience
Image credits: jurvetson (Flickr)
Image credits: Kalsau (Flickr)
Image credits: Kalsau (Flickr)
Image credits: Paul englishpen (Flickr)
Image credits: Paul Mayne (Flickr)
Simplify
Challenge orthodoxy
+US$ 300m
5 Prototype, test, repeat
Image credits: HyperXP.com (Flickr)
Image credits: SAP
Image credits: Adobe
Image credits: Interfacematters.com
Image credits: eekim (Flickr)
Image credits: matteopenzo (Flickr)
Image credits: jungleminds.com
A/B testing
In summary…
