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Trends as Opportunities for Customer 3.1

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My presentation for Customer 3.1 conference, looking at global and domestic trends in customer experience, as well as the things we are seeing in our projects at DNA.

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Trends as Opportunities for Customer 3.1

  1. 1. TRENDSAS OPPORTUNITIES Customer 3.1 | May 2015
  2. 2. Chris Jackson Service Design Lead DNA www.dna.co.nz @northwardsds Slides on ConfereNZ & Slideshare
  3. 3. BY2020CXWILL OVERTAKEPRICE ANDPRODUCTAS THEKEYBRAND DIFFERENTIATOR. – Customers 2020 Report, Walker Information
  4. 4. TRENDS “Fashion is a form of ugliness so intolerable that we have to alter it every six months.” – Oscar Wilde
  5. 5. 2MINSTOFIND OUTABOUTYOUR NEIGHBOUR’SJOURNEY TOTHECONFERENCE.
  6. 6. 95%OFDISSATISFIED CUSTOMERSTELL OTHERSOFABAD EXPERIENCE. – Dimensional Research
  7. 7. UX A persons perception and responses that result from the use or anticipated use of a product, service or system. – ISO 9421 UX
  8. 8. UXvsCX A 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
  9. 9. UXvsCXvsSD A 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
  10. 10. THEBOTTOMLINE:2015 WILLBETHEYEAROF THEEMPLOYEEINCX. – Bruce Tempkin
  11. 11. BOUNDARY BLURRING#1
  12. 12. Kerry Bodine – Forrester CX SD UX
  13. 13. The Future? SD CX
  14. 14. T-SHAPED I-SHAPED
  15. 15. FULLSTACK
  16. 16. CATALYSING CAPABILITY#2
  17. 17. “...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
  18. 18. COACHING Photosportfile
  19. 19. MENTORING
  20. 20. CULTURE ATTITUDE SKILLS SOCIAL ENVIRONMENT CONTEXT RELATIONSHIPS
  21. 21. “By extension, companies will look to identify the customer experience skillset in recruiting new employees.” - James Ainsworth, SDL
  22. 22. PERFECT PARTNERSHIPS#3
  23. 23. TRUST UNDERSTANDING TRANSPARENCY CONFIDENCE CULTURE SKILLS PERSPECTIVE ENVIRONMENT
  24. 24. DESIGN THINKING BEYOND DESIGN
  25. 25. BEST PRACTICE BEYOND DESIGN NEXT PRACTICE DESIGN THINKING
  26. 26. IMPERFECTPARTNERS
  27. 27. REALLY RESEARCHING#4
  28. 28. RED ASSOCIATES
  29. 29. ETHNOGRAPHY
  30. 30. “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
  31. 31. MEANINGFUL METRICS#5
  32. 32. MEANING IDENTITY EMOTION PRICE FUNCTION Quantitative Qualitative TOTAL VALUE - Nathan Shedroff, CAA
  33. 33. MEASURETHE RIGHTTHINGS
  34. 34. KPI’S
  35. 35. DATA DRIVEN#6
  36. 36. SENSEMAKE
  37. 37. JOBS
  38. 38. OUTCOMES NOT OUTPUTS
  39. 39. TALKING THINGS#7
  40. 40. HYPECYCLEFOREMERGINGTECHNOLOGIES,2013 TECHNOLOGY TRIGGER EXPECTATIONS 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
  41. 41. THEWORLDWIDE INTERNETOFTHINGS (IOT)MARKETIS EXPECTEDTOGROW 19%IN2015. – IDC
  42. 42. 50BILLIONDEVICES WILLBECONNECTEDTO THEINTERNETBY2020. – Cisco
  43. 43. CONNECTEDOBJECTS CONNECTEDSERVICES
  44. 44. SECURITY
  45. 45. BUTWHATIF THEREWERE ANEWWEB?
  46. 46. SOCIAL CRM#8
  47. 47. VIRGINTRAINS
  48. 48. REALTIME
  49. 49. CONTACT CENTRE CUSTOMER HUB DIGITAL MESSAGING DATA MANAGEMENT BUSINESS INTELLIGENCE ACTIONABLE ANALYTICS TAGGING DIALOGUE CSR SOCIAL
  50. 50. SEAMLESS SERVICES#9
  51. 51. MULTI CROSS OMNI
  52. 52. 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
  53. 53. ARLANDA EXPRESS
  54. 54. BEAUTIFUL SEAMS
  55. 55. CONCLUSION
  56. 56. “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
  57. 57. “Results are gained by exploiting opportunities, not by solving problems.” – Peter Drucker
  58. 58. TRENDSARE OPPORTUNITIES.
  59. 59. THANKYOU. ENJOYTHERESTOF THECONFERENCE. ANYQUESTIONS?
  60. 60. 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/
  61. 61. Images http://projectcasting1.projectcasting.netdna-cdn.com/wp-content/uploads/2014/11/SteveJobsCloseUp.jpeg http://jasonlefkowitz.net/wp-content/uploads/2013/07/Cute-Cats-cats-33440930-1280-800.jpg http://lds.net/wp-content/uploads/2014/03/Clayton.jpg http://4rail.net/4rmedia/swe/swe_ae_x3nr06_1_153_arlanda_2011_L.jpg https://www.arlandaexpress.com/files/bilder%20jennie/_mg_6408.jpg https://loseweightandgainhealth.files.wordpress.com/2014/11/arlanda-express-table.jpg http://i.ytimg.com/vi/U2x8JBzDXhI/maxresdefault.jpg http://img1.wikia.nocookie.net/__cb20070113175925/starwars/images/e/ec/DS2_attack_run.jpg http://upload.wikimedia.org/wikipedia/commons/7/7a/English_Channel_Satellite.jpg http://media.bizj.us/view/img/4775731/harryblack*1200xx1800-1013-0-94.jpg http://www.teleanalysis.com/news/internet-of-things-market-to-grow-19-in-2015-15049.html http://sf.co.ua/12/12/wallpaper-2496096.jpg
  62. 62. Images http://www.cgu.edu/images/drucker/peter_drucker/images/PeterDrucker016_jpg.jpg http://i.imgur.com/D3YeC.jpg http://www.meggitttrainingsystems.com/Portals/6/Gallery/Law%20Enforcement/Live%20Fire/road-range-single- configuration.JPG https://surveyexpress.files.wordpress.com/2009/12/roteo-35g-marking-column-laser_media.jpg http://80c2c58297745c19d00b-3ef697e5597e4211b9a782820054083a.r58.cf2.rackcdn.com/926126D4-F085-490B-BC33- FD1DD0EFD890.jpg http://upload.wikimedia.org/wikipedia/commons/e/eb/MarshallStack_Slayer.jpg http://cdn.3news.co.nz/3news/AM/2014/5/14/344202/Gordon_Tietjens-1200.jpg http://besuccess.com/wp-content/uploads/2015/03/feat_red09__01__630x420.jpg http://www.bookdepository.com/Moment-Clarity-Christian-Madsbjerg/9781422191903 http://www.caricos.com/cars/a/aston_martin/2014_aston_martin_vanquish_volante/12.html http://static1.squarespace.com/static/54343363e4b0f9faa27b780a/54402a53e4b088139025ee64/54402a74e4b090edefe 06e1b/1413491320020/2-virgin-trains.png?format=1500w http://static.matthewhilton.com/resources//186/MH_345_I_Beam_View_3_optimised.jpg http://www.luxtica.com/images/stelton-napkin-holder-stelton-corkscrew-46174.jpg

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