A framework for a new marketing discipline.

1. A case for purposeful
Customer Experience Design
Aug 2015 Mathieu Dhondt

2. Download the whitepaper
at bitly.com/cxd-theref

3. What do you buy
when you buy coffee?

5. 0,021 €
per cup

7. 2,50 €
per cup

9. 6,50 €
per cup

10. What we buy when we buy coffee at Florian is
the experience
of sipping an espresso
at the self-declared oldest café in the world
on the stunning Piazza San Marco
in the company of the spirits of the likes of
Casanova, Marcel Proust, Charles Dickens,
Charlie Chaplin and Ernest Hemingway,
who all frequented Florian
when they happened to be in Venice.

11. In a world saturated with largely
undifferentiated goods and
services the greatest
opportunity for value creation
resides in staging experiences.

12. The ROI
of investing in experiences
can be demonstrably higher
than investing
in classic advertising

13. What did you eat?
Remember that restaurant you visited a
month ago?

14. What did you eat?
(Dont’t worry, 79% don’t remember exactly either)
Remember that restaurant you visited a
month ago?

15. Did you like it?
Remember that restaurant you visited a
month ago?

16. Did you like it?
97% remember their experience with full confidence.
Remember that restaurant you visited a
month ago?

17. Services and most goods are consumed and
forgotten when the experiences they have
engendered will still be there.

18. Services and most goods are consumed and
forgotten when the experiences they have
engendered will still be there.
which means that
the ROI of investing in experiences can be
demonstrably higher than investing in classic
advertising

19. Digital has sped this up.

20. It used to be that:
Location is important
You could make customers pay through the
nose for mediocre products & services
Most are once-in-a-lifetime customers
Case in point: the tourist trap

21. And now…
Case in point: the tourist trap

22. Once-in-a-lifetime customers have become as
important as regular customers (if not more)
which means that

23. Once-in-a-lifetime customers have become as
important as regular customers (if not more)
which means that
the ROI of investing in experiences can be
demonstrably higher than investing in classic
advertising

24. Ok. But what’s new?

25. Creating customer experiences is not new.
Occasional purposeful design of these
experiences by intuitive individuals also is not
new.
But rendering the design and execution of
experiences as a management discipline with
principles, tools, and techniques is new.
What’s exactly new?

26. Framework for CXD
-- a quick overview --

27. You cannot design an
experience as such.
You can only design for
an experience.
Keep in mind

28. CXD Framework

29. CXD Framework
The pencil is a clue for IKEA’s motif
“We do our part, you do yours”.

30. Download the white paper
Join the CXD discussion group
Register for More Than Digital (Oct 1st, 2015)
Get in touch
Next steps

31. www.reference.be
@TheReference
Mathieu Dhondt
mdhondt@reference.be