3. HAN
TOEBAST
• 40 years of user experience
• VanBerlo Communication
strategist since 2012
• Working in Design, IT and
User Experience since 2001
• Multiple projects in online
design, interaction design,
brand identity design, design
strategy consulting and user
experience strategy
h.toebast@vanberlo.nl 3
4. A BRAND IS NOT WHAT YOU SAY IT IS,
IT IS WHAT THEY SAY IT IS.
Marty Neumeier Quote/
4
5. INNOVATION IS NOT ABOUT
MARKET TIMING,
IT’S ABOUT CREATING
SOMETHING THAT FULFILLS
AN UNMET NEED.
Jeremy Gutsche Quote/
5
6. IT’S NOT ABOUT THE TRUTH,
IT’S ABOUT THE DISCUSSION.
It can be (re)constructed afterwards.
Methodology as a tool for communication/
6
23. Mapping Earn the customers attention and loyalty/
23
BRAND
CUSTOMER
EXPERIENCE
MISSION &
VISION
?
24. VanBerlo What builds the brand?/
24
YES
BUT
MORE
IMPORTANT
Is it the logo?
Is it the charismatic management?
Is it the awesome working
environment?
Is it our great work?
Is it our talents?
25. VanBerlo What builds the brand?/
25
Is it the logo?
Is it the charismatic management?
Is it the awesome working
environment?
25
IT’S OUR
CLIENTS
Is it our great work?
Is it our talents?
26. 26
The need for a strong brand
How your customers feel about you is
becoming more important every day. An
unsatisfied client will move to your
competitor.
So make sure to fullfill the unmet need
of your customers and make sure your
brand is part of their experience.
Only then you will be able to build a true
and loyal customer relationship.
Relation between branding and customers
Branding and customers/
27. So…… What builds your brand?/
27
AN EXCELLENT
CUSTOMER
EXPERIENCE !!
28. Develop, Design and VISUALIZE
• The process of buying a new product / service
• A day in the life of .......
• The lifetime of a project ......
Ideate and find the most profitable possibilities/projects
• Create a roadmap of online and offline touchpoints based on the
existing vision and business strategy
HOW An act of creativity/
28
29. • Find out the trigger for their needs
• How do they feel about that and how can for example their mood
influence their decisions?
• Which activities do they have during the process and in which order?
• What are their ‘pains en gains’
• Where are the decision points during this process
• Which are the moments of delight
• What are any other insights we can gather during this process
• ...
WHAT /
29
Equalize your efforts to support an optimal experience
30. 30
*Based on the McKinsey
Consumer Decision Journey
EXAMPLE Customer Experience Flow/
31. EXAMPLE A day in the life of a cleaner/
Prepare to go to work
Arrival at workplace
Prepare cleaning activitiesClean
Commute work
Finish cleaning
activities
Commute home
Arrival at home
Here is where they
probably focus now
31
32. EXAMPLE A day in the life of a cleaner/
This is what I do before I got to
work
We also talk with the
colleagues at the
bike-parking
The manager gives the same
orders every day
Often I can not clean as
people are still at work
Often I take the bike,
the route is very busy
and dangerous
We need to refill
our carts every day
After work I shop
for groceries
At home I start
cooking immediately
32
33. EXAMPLE A day in the life of a cleaner/
A mobile app that shares todays
planning
Employees idea box
Movies with colleagues
explaining WoW
An online check-
out for clients
Propose a bike plan by
HR
An automatic list
based on scan of
empty bottles?
Agreements with
stores on discounts
for late (online)
shoppers?
Share healthy recipes
the company site
33
34. EQUALIZING Where does the magic start?/
TOUCHPOINT ROADMAP
WHAT
HOW
PRIO
WHAT
HOW
PRIO
WHAT
HOW
PRIO
WHAT
HOW
PRIO
WHAT
HOW
PRIO
WHAT
HOW
PRIO
WHAT
HOW
PRIO
WHAT
HOW
PRIO
WHEN
EURO
WHEN
EURO
WHEN
EURO
WHEN
EURO
WHEN
EURO
WHEN
EURO
WHEN
EURO
WHEN
EURO
