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CREATING POWERFUL
CUSTOMER
EXPERIENCESMusings from the Next Generation Customer Experience Conference
Presented by
and
@jackischroder
“Your customers will tell you what they need and want.
THEY’RE THE EXPERTS. NOT YOU.”
Lisa Nichols
CEO, Motivating the Masses
PEOPLE ONLY THINK ABOUT A TOPIC
FOR 8 SECONDS
How does that impact design,
content, user flow, and advertising?
(That’s less than the attention span of a goldfish)
meet the ever-changing
DIGITAL CONSUMER
2015 marks the convergence of
DESKTOP AND MOBILE TRAFFIC
The Answers(TM) Experience Index
CUSTOMER EXPECTATIONS ARE RISING
56%
73%
62%
68%
27%
42%
37%
51%
Used mobile to
research products.
Accessed the store’s
site on mobile in store.
Used mobile to
compare prices in
store.
Used mobile to access
a competitor’s site
2012 vs. 2014
people are even filing their taxes
VIA MOBILE APP
The Answers(TM) Experience Index
multi-channel customers
ARE BETTER FOR BUSINESS
Single Channel
77
satisfaction
77
purchase again
2 Channels
79
satisfaction
81
purchase again
3+ Channels
81
satisfaction
83
purchase again
.com .com .com
more likely to make a purchase
from the company overall.
more likely to recommend
the company.
more likely to make a
purchase from the website.
RETAIL
ForeSee client measurement data, June 1 - December 31, 2014
SATISFIED CUSTOMERS ARE…
2.4x
2.7x
2.9x
more likely to recommend
the company.
CONSUMER
PACKAGED GOODS
3x
2.6x
2.5x
more likely to purchase the
company’s products online.
more likely to purchase the
company’s products again.
THE WEBSITE HALO EFFECT
CASE STUDY:
of customers said their web visit
impacted their visit to the store.28%
of those customers made a
purchase in store.69%
RESULT:
appear to be failed online conversions.
KEY LEARNING:
Ask customers if their website experience
had an impact on in-store experience
and purchase.
.com
you’re not being compared to your
“COMPETITORS.”
you’re being compared to
THE “BEST.”
exercises for
CUSTOMER EXPERIENCE
TAKE 2 MINUTES:
Write as many possible uses for an ordinary
object, such as a tin can.
TEST DIVERGENT THINKING:
Number of ideas
Range of ideas
Originality
Elaboration
ice breaker:
ALTERNATIVE USE TEST
A B C
D E
F G H
I
B
G
D
A
F
E
C
H
Use Structured Mind Mapping to identify the main issues in the center, and
then break each one down further to fully dissect the problem.
structured mind mapping
THE LOTUS BLOSSOM
Consistently define the experience and gain
trust through that consistency.
Provide a unique experience and create
memories that set you apart
Excellent customer experiences
drives sales
delivering the
BEST EXPERIENCE
RANDOM EXPERIENCE
RELIABLE EXPERIENCE
DIFFERENTIATED EXPERIENCE
Desire
To deliver a great experience, you need to take people along the path of
experiences, from random to differentiated, in order to truly create desire.
map out
WHAT YOU THINK
WILL HAPPEN
Over 80% of the time, the maps don’t match.
GHOST MAPPING
map out
WHAT ACTUALLY
HAPPENS
overlay
THE MAPS
Advanced Journey Mapping by way of Ghost Mapping, is a great way to
remind your internal teams where the consumers are coming from.
Take a digital frame by frame screenshot of the
consumer journey to ensure you see every step.
CX STORYBOARDING
SEVERITYOFIMPACT
Key Drivers
PLOTTING PRIORITIZATION
NUMBER OF CUSTOMERS IMPACTED
Map out all of the requested improvements with your team
and always make sure to address Key Drivers first, as they'll
drive the biggest impact for your organization.
STATED IMPORTANCE INDEX
STATEDIMPORTANCEINDEX
Key Drivers
DERIVED IMPORTANCE INDEX
Potential MotivatorsLower Priority
Cost of Entry
IDENTIFY EXPERIENCES
Segments, personas, journeys
PRIORITIZE
The experiences most critical to the
customers’ success
TEST
Assess the scenario and
grade the impact.
REVIEW
Share the findings with leadership,
focusing on potential benefits.
FOLLOW UP
Agree upon the plan to resolve, mitigate
issues, ensure accountability for results
OPTIMIZATION FLOW
1
2
3
4
5
Start at the top and follow this feedback loop for all
your consumer journeys for the best optimization.
HOW ARE PEOPLE DOING THINGS FASTER AND BETTER
AND HOW CAN YOU IMPROVE THEIR EXPERIENCE?
UNSANCTIONED
PATHS
Don't ignore the unsanctioned paths. Always take a step
back to see how people are doing things faster and better.
Listen to your consumers and improve their experiences.
journey mapping
IN TWO HOURS
Use this activity to
determine irritants.
• Post-Its
• Craft paper
• Sharpies
• Room with a long table
• Your team (10-12 people)
• 1-2 people to play the part of an irrational customer.
These people are not involved in your project.
• Chunk out 4-5 parts of the process you’re evaluating.
SUPPLIES
Chunk 1 Chunk 2 Chunk 3 Chunk 4 Post-ProcessPre-Process
Opportunities
&
Gaps
What the
customer
does
What our
process is
WORKSHOP TEMPLATE
ACTIVITY
STEP 1
Put egos aside.
STEP 2
Before you get started, agree on who your customer is
and put it on the white board as a reminder. (5 mins)
ACTIVITY
STEP 3
Start with “what is our process” and
have one person record it.
ACTIVITY
STEP 4
Based on your defined process, review
what the actual customer does.
ACTIVITY
STEP 5
Have everyone write as many gaps and
opportunities as possible on Post-Its.
ACTIVITY
STEP 6
Populate into a spreadsheet and prioritize by
Key Drivers with a group of 3-4 people.
ACTIVITY
PHASE 2
Consider using actual consumers to
conduct the same exercise
ACTIVITY
get
INSPIRED
When people mention your brand,
WHAT DO THEY SAY?
social listening is key
If you’re lucky, they’ll rave about you half as much as they do about this brand.
JOHNNY CUPCAKES
View Video: https://www.youtube.com/watch?v=qc3fiwCTskU
people thrive on
NEW EXPERIENCES
brand principles
Everything in the world has been done before.
Get people to step outside of their comfort zone.
brand principles
STRANGE IS GOOD
brand principles
have at least
TWELVE REASONS
for people to try your product
packaging
CAN MAKE OR BREAK
your experience
brand principles
HAVE A
MASCOT
Rented ice cream trucks in major
cities, packaged shirts in ice cream
cartons and push pops.
Surprise and delight with random
items in online orders – cash,
Snickers bars, doll’s heads.
CEO writes letters, and
signs packaging regularly.
On April Fool’s Day, sold
cupcakes and hid all t-shirts.
Thought starters to make a big impact. Don't limit yourself.
and a final, great idea:
HAVE A “KILL A STUPID
RULE” CAMPAIGN
Don't let the red tape limit you. To do great things, you need
to push the limits of comfort within your organization.
TOGETHER, WE CAN CREATE
POWERFUL
CUSTOMER
EXPERIENCES
Presented by and @jackischroder

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Creating Powerful Customer Experiences

  • 1. CREATING POWERFUL CUSTOMER EXPERIENCESMusings from the Next Generation Customer Experience Conference Presented by and @jackischroder
  • 2. “Your customers will tell you what they need and want. THEY’RE THE EXPERTS. NOT YOU.” Lisa Nichols CEO, Motivating the Masses
  • 3. PEOPLE ONLY THINK ABOUT A TOPIC FOR 8 SECONDS How does that impact design, content, user flow, and advertising? (That’s less than the attention span of a goldfish)
  • 5. 2015 marks the convergence of DESKTOP AND MOBILE TRAFFIC
  • 6. The Answers(TM) Experience Index CUSTOMER EXPECTATIONS ARE RISING 56% 73% 62% 68% 27% 42% 37% 51% Used mobile to research products. Accessed the store’s site on mobile in store. Used mobile to compare prices in store. Used mobile to access a competitor’s site 2012 vs. 2014
  • 7. people are even filing their taxes VIA MOBILE APP
  • 8. The Answers(TM) Experience Index multi-channel customers ARE BETTER FOR BUSINESS Single Channel 77 satisfaction 77 purchase again 2 Channels 79 satisfaction 81 purchase again 3+ Channels 81 satisfaction 83 purchase again .com .com .com
  • 9. more likely to make a purchase from the company overall. more likely to recommend the company. more likely to make a purchase from the website. RETAIL ForeSee client measurement data, June 1 - December 31, 2014 SATISFIED CUSTOMERS ARE… 2.4x 2.7x 2.9x more likely to recommend the company. CONSUMER PACKAGED GOODS 3x 2.6x 2.5x more likely to purchase the company’s products online. more likely to purchase the company’s products again.
  • 10. THE WEBSITE HALO EFFECT CASE STUDY: of customers said their web visit impacted their visit to the store.28% of those customers made a purchase in store.69% RESULT: appear to be failed online conversions. KEY LEARNING: Ask customers if their website experience had an impact on in-store experience and purchase. .com
  • 11. you’re not being compared to your “COMPETITORS.” you’re being compared to THE “BEST.”
  • 13. TAKE 2 MINUTES: Write as many possible uses for an ordinary object, such as a tin can. TEST DIVERGENT THINKING: Number of ideas Range of ideas Originality Elaboration ice breaker: ALTERNATIVE USE TEST
  • 14. A B C D E F G H I B G D A F E C H Use Structured Mind Mapping to identify the main issues in the center, and then break each one down further to fully dissect the problem. structured mind mapping THE LOTUS BLOSSOM
  • 15. Consistently define the experience and gain trust through that consistency. Provide a unique experience and create memories that set you apart Excellent customer experiences drives sales delivering the BEST EXPERIENCE RANDOM EXPERIENCE RELIABLE EXPERIENCE DIFFERENTIATED EXPERIENCE Desire To deliver a great experience, you need to take people along the path of experiences, from random to differentiated, in order to truly create desire.
  • 16. map out WHAT YOU THINK WILL HAPPEN Over 80% of the time, the maps don’t match. GHOST MAPPING map out WHAT ACTUALLY HAPPENS overlay THE MAPS Advanced Journey Mapping by way of Ghost Mapping, is a great way to remind your internal teams where the consumers are coming from.
  • 17. Take a digital frame by frame screenshot of the consumer journey to ensure you see every step. CX STORYBOARDING
  • 18. SEVERITYOFIMPACT Key Drivers PLOTTING PRIORITIZATION NUMBER OF CUSTOMERS IMPACTED Map out all of the requested improvements with your team and always make sure to address Key Drivers first, as they'll drive the biggest impact for your organization.
  • 19. STATED IMPORTANCE INDEX STATEDIMPORTANCEINDEX Key Drivers DERIVED IMPORTANCE INDEX Potential MotivatorsLower Priority Cost of Entry
  • 20. IDENTIFY EXPERIENCES Segments, personas, journeys PRIORITIZE The experiences most critical to the customers’ success TEST Assess the scenario and grade the impact. REVIEW Share the findings with leadership, focusing on potential benefits. FOLLOW UP Agree upon the plan to resolve, mitigate issues, ensure accountability for results OPTIMIZATION FLOW 1 2 3 4 5 Start at the top and follow this feedback loop for all your consumer journeys for the best optimization.
  • 21. HOW ARE PEOPLE DOING THINGS FASTER AND BETTER AND HOW CAN YOU IMPROVE THEIR EXPERIENCE? UNSANCTIONED PATHS Don't ignore the unsanctioned paths. Always take a step back to see how people are doing things faster and better. Listen to your consumers and improve their experiences.
  • 22. journey mapping IN TWO HOURS Use this activity to determine irritants.
  • 23. • Post-Its • Craft paper • Sharpies • Room with a long table • Your team (10-12 people) • 1-2 people to play the part of an irrational customer. These people are not involved in your project. • Chunk out 4-5 parts of the process you’re evaluating. SUPPLIES
  • 24. Chunk 1 Chunk 2 Chunk 3 Chunk 4 Post-ProcessPre-Process Opportunities & Gaps What the customer does What our process is WORKSHOP TEMPLATE
  • 26. STEP 2 Before you get started, agree on who your customer is and put it on the white board as a reminder. (5 mins) ACTIVITY
  • 27. STEP 3 Start with “what is our process” and have one person record it. ACTIVITY
  • 28. STEP 4 Based on your defined process, review what the actual customer does. ACTIVITY
  • 29. STEP 5 Have everyone write as many gaps and opportunities as possible on Post-Its. ACTIVITY
  • 30. STEP 6 Populate into a spreadsheet and prioritize by Key Drivers with a group of 3-4 people. ACTIVITY
  • 31. PHASE 2 Consider using actual consumers to conduct the same exercise ACTIVITY
  • 33. When people mention your brand, WHAT DO THEY SAY? social listening is key
  • 34. If you’re lucky, they’ll rave about you half as much as they do about this brand. JOHNNY CUPCAKES View Video: https://www.youtube.com/watch?v=qc3fiwCTskU
  • 35. people thrive on NEW EXPERIENCES brand principles Everything in the world has been done before. Get people to step outside of their comfort zone.
  • 37. brand principles have at least TWELVE REASONS for people to try your product
  • 38. packaging CAN MAKE OR BREAK your experience
  • 40. Rented ice cream trucks in major cities, packaged shirts in ice cream cartons and push pops. Surprise and delight with random items in online orders – cash, Snickers bars, doll’s heads. CEO writes letters, and signs packaging regularly. On April Fool’s Day, sold cupcakes and hid all t-shirts. Thought starters to make a big impact. Don't limit yourself.
  • 41. and a final, great idea: HAVE A “KILL A STUPID RULE” CAMPAIGN Don't let the red tape limit you. To do great things, you need to push the limits of comfort within your organization.
  • 42. TOGETHER, WE CAN CREATE POWERFUL CUSTOMER EXPERIENCES Presented by and @jackischroder