Digital Signature Moments...“Memorably crafted microinteractions that deliver delight and value to...

6/19/2018

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CX NYC 2018

Ryan Hart

Anjali Lai

Digital Signature Moments

Sponsored by [24]7.ai

2© 2015 Forrester Research, Inc. Reproduction Prohibited

Source: Starwood

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Source: Behance

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Source: Forrester

Emotion directs people’s

attention, maintains their focus,

and prioritizes their memories.

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Source: Forrester’s Customer Experience Index Survey, 2017 (US)

33%of recent digital interactions

made consumers feel special.



43%of consumers who interact with

brands digitally believe that

these brands are differentiated.

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Ambivalent


Consumers who interact with brands digitally

and DO NOT feel special or perceive brand

differentiation most often feel:

Annoyed


Appreciated


Consumers who interact with brands digitally

and DO feel special or perceive brand

differentiation most often feel:

Happy

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Source: Forrester


Source: Forrester

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Source: Forrester

microinteractions = opportunities

© 2018 Forrester Research, Inc. Reproduction Prohibited

Source: Forrester

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SIGNATURE MOMENTS

“Memorably crafted microinteractions that deliver delight and value to consumers in an often subtle yet definitively recognizable way.”


Source: Forrester

SIGNATURE MOMENTS

“Memorably crafted microinteractionsthat deliver delight and value to consumers in an often subtle yet definitively recognizable way.”


Source: Forrester

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SIGNATURE MOMENTS



Source: Forrester

SIGNATURE MOMENTS



Source: Forrester

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SIGNATURE MOMENTS



Source: Forrester

Signature moments stimulate the senses…


Source: Abercrombie and Fitch

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…it could be something you hear…


Source: SK Telecom

…or how you interact with it


Source: Tinder

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© 2015 Forrester Research, Inc. Reproduction Prohibited 23© 2018 Forrester Research, Inc. Reproduction Prohibited

Source: Harvard Business Review

© 2018 Forrester Research, Inc. Reproduction Prohibited 24

Signature moments are not a fix

for a bad experience.Your efforts may look misplaced by consumers.

Source: Forrester

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© 2018 Forrester Research, Inc. Reproduction Prohibited 25

DifferentiationIs it like a literal signature, unique to your company and not easily

replicated by others in the market?

Brand RecognitionDoes it contain elements of your brand identity or messaging that

customers can easily link back to your company?

Identity Of OriginDoes it express information about where the company is from,

where the product is made, or the local market?

Sustained ImpactWill it be memorable for the customer for a week, a month, or

even a year. Will they share it with others?

Forrester’s signature moments assessment criteria

Customer ValueIs it something that the customer will treasure or value, or

something they will dismiss as worthless?

Customer WowDoes it evoke a uniquely positive emotion? Does create a

moment of delight that shows you care about them?

Brand

Business

Customer

Source: Forrester

CX NYC 2018

Kristin ZibellDirector of Product at Akili Interactive and UX Instructor at UC Berkeley-Extension

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CX NYC 2018

PV KannanCo-founder and Chief Executive Officer[24]7.ai


Panel Discussion

Source: Forrester

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Meet the panel

Kristin Zibell

Kristin Zibell,

Director of Product

at Akili Interactive

and UX Instructor at

UC Berkeley-

Extension

PV Kannan

PV Kannan, Co-

founder and Chief

Executive Officer,

[24]7.ai

Thank youRyan Hart

+1 415 769 8118

[email protected]

@RHartCX

Anjali Lai

+1 212 857 0711

[email protected]

@anjalilai

Digital Signature Moments...“Memorably crafted microinteractions that deliver delight and value to...

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