MIMA Monthly - "Overused and Misunderstood: What 'Experience' Really Means" - Chuck Hermes,...
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Overused and Misunderstood: What “Experience” Really Means
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The word “experience” is everywhere — Brand Experience, Customer Experience, User Experience, the Jimi Hendrix Experience. In fact, it's used so much that it’s nearly been diluted of all meaning and yet it is one of the most critical components to success in business today. Companies that once thrived on innovation, bringing new products and services to market, are finding less reward for their efforts as competitors are able to quickly match new features and technology - making them almost indistinguishable from one another. What truly defines a brand today is how its customers experience its products and services. It is so important, that successful companies are now shifting their focus from product innovation to “experience innovation” According to Fast Company, “Experience innovation isn’t driven by specific product features or design, but by reimagining the broader experience of how customers might use the product or service. By looking beyond the product to take a broader view of customer issues and activities around the product, companies can find new ways to address unmet needs, create talk-worthiness, and fuel differentiation.” Companies like Uber, Nike, and Delta are all leveraging the power of experience to redefine long-standing industries and earn new, more loyal customers in the process. It’s no longer about advancing technology to be faster or smaller and it doesn’t require a team of engineers to achieve. Rather, it requires “a holistic vision for a transformed brand experience” that begins with observing your customers behavior and exploring opportunities to improve how they interact with your products and services. On Wednesday, November 19 Chief Experience Officer of Clockwork, Chuck Hermes, explored what “experience” really means for marketers. He presented on the common types of “experiences” and focused specifically on the discipline of User Experience (UX) and the role it plays in the development of the products and services that we market within the “interactive” industry.
Transcript of MIMA Monthly - "Overused and Misunderstood: What 'Experience' Really Means" - Chuck Hermes,...
Overused and Misunderstood:
What “Experience” Really Means
Makers of enduring digital products and services
an event or occurrence that leaves an impression
"A Brand is a person’s gut feeling about a product, service, or company”
- Marty Neumeier, The Brand Gap
thin-slicing
Thin-slicing is how our brains use limited information to come to a conclusion - often unconsciously.
Emotional events are most memorable
Customer ExperienceHow the customer perceives their interactions with your company
pretty much totally shitty
Customer Journey MapDiscovery
Evaluation
Buy
Access
Use
Support
Leave Re engage
Experience Hierarchy
CX
WebUX
UX
UXDiscover
Evaluate
Buy
Brand Experience
Experience Hierarchy
CX
WebUX
UX
UX
CX
InstallUX
UX
UX
CX
SupportUX
UX
UX
CX
WebUX
UX
UXDiscover
Evaluate
Buy
Brand Experience
Experience Hierarchy
CX
Web
CX
Install
CX
SupportUX
UX
UX UX
UX
UX UX
UX
UXUX
UX
UX UX
UX
UX UX
UX
UX
User Experiencethe experience of a person using something such as a website or computer
application, especially in terms of how easy or pleasing it is to use.
User ExperienceUX Architecture • User research/Personas • User journey • Information architecture • Usability engineering • Accessibility • Testing
UX Design • Interface design • Interaction design • Prototyping • Design patterns • Testing
5 business priorities• Increase Revenue • Decrease Costs • Increase New Business • Increase Existing Business • Increase Shareholder Value
Customer Journey MapDiscovery
Evaluation
Buy
Access
Use
Support
Leave Re engage
The greatest factor (among many) in driving this critical decision is Customer Experience. - Forrester Research
Exceptional Brand Experiences
Experience Model
CX
UX
UX
UX
Exceptional User Experiences
Exceptional Customer Experiences
Brand promise:
Superior customer service; delivering happiness.
CX
Website
Packaging
Zappos Return Process
• Increase RevenueCustomers who return also buy more (net after returns)
• Decrease CostsReturn instructions on website reduce support calls
• Increase New BusinessReputation for ease of returns
• Increase Existing BusinessReturn customers spend more
• Increase Shareholder ValueAll of the above
Return process hits on all five business priorities
Digital-Physical Mashups by Darrell Rigby - Sept. 2014 Issue
Last December my daughter Stacy wanted to buy the Just Dance 4 video game for her little girl. She found it on a major retailer’s website for $29.97. To be on the safe side—Christmas was approaching—she decided to go to the retailer’s local store and pick it up. There, however, it was selling for $47.97, a 60% markup. She was surprised, but she remembered the company’s price-matching guarantee, so she asked for the online price. No dice, said the cashier—the guarantee applied only to competitors’ prices.
“Wait,” Stacy said. “I can buy this game online and have it shipped to the store free, right?” The cashier agreed, but cautioned that it might take several days. My daughter replied, “But it’s on your shelf now. Can’t I just pay for it online and take one from the shelf?” Of course not, was the response; the store and the online operation were separate businesses, and that would mess things up. Standing at the register, Stacy ordered the item on her phone…
The Age of the CustomerThe customer’s expectations are way ahead of most businesses ability to deliver.
Customer
DigitalRetail Store Catalog Call Center Sales Rep
PC Mobile Tablet
Web
Social Wearables Kiosk
Other
Omni-Channel ExperienceToday’s customers choose how they want to interact with the brand.
The product is the experience
The experience is the product
Experience InnovationThe creation of new customer experiences
that drive differentiation and long term value
“51 percent of U.S. consumers switched
service providers in the past year due
to poor customer service experiences,
up five percent from 2012”
Source: Accenture
Southwest Airlines Listening Center
Impact of Experience
Loyalty
Forrester Customer Experience Index (CXi)
Loyalty
Forrester Customer Experience Index (CXi)
Loyalty
Forrester Customer Experience Index (CXi)
Customer
Experience
Leaders
43%
S&P 500 14.5%Customer
Experience
Laggards
-33.9%
Honeywell builds inhouse User Experience GroupThe Company will also introduce the Honeywell User Experience (HUE), a new approach to the design and development of new products and services. HUE starts with the customer experience and deploys rapid prototyping and other design principles which enable faster cycle time and lead to increased customer value and loyalty. “HUE is another tool for the Company to drive higher organic growth, leverage Honeywell’s process enablers and build on the ‘One Honeywell’ culture. HUE makes Honeywell’s products and services easier to use, more intuitive, more efficient, and more productive. As we continue to embed more software into our products and services and use software to improve our product development process, we also continue to expand our capabilities.
Every individual is part of something bigger Commit to your brand’s customers • Every individual represents the brand • Nobody is invisible. Nobody lacks influence. Everyone is accountable • It’s your responsibility to
• Understand and advocate for your companies customers • Tune in and listen to what they are saying • Thank about what can you do within your job (or beyond your job) to improve the
customer experience. • Find or create paths to action. Incremental improvement is good.
Suggestions • Print your company mission, vision and value statements • Monitor social channels • Engage company UX resources
What does your brand stand for? Live your brand valuesExample: Zappos - Superior customer service; delivering happiness • You have a personal responsibility • It’s up to you to:
• Know industry trends and expectations • Keep up on technologies • Tune into to general CX & UX trends so you are well versed and aware
Suggestions • Harvard Business Review • Fast Company (Exist, Design, Create, Labs) • Forrester Research • Search Youtube for “Customer Experience” and “Experience Innovation”
Create a culture of helping Within your teams - your peers, superiors and subordinates are your customers
Suggestions • Look around at how you can improve efficiencies • Be a better workmate • Share your knowledge • Always be solution focused • Monitor Glassdoor and other job related social sites
Outside In Forrester Research
Peak Chip Conley
We cannot expect perfection – there is no such thing. But the intention
has always got to be there.
Makers of enduring digital products and services
www.clockwork.net
