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Customer Experience - How to survive in the 21st century

British Chamber of Commerce breakfast event, May 2014, Singapore

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Customer Experience - How to survive in the 21st century

  1. 1. Customer Experience How to survive in the 21st Century
  2. 2. Meet the family
  3. 3. Manning Wins Top Award for Women in Technology Leadership Entrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
  4. 4. Experiences are about people
  5. 5. Experiences are about emotions
  6. 6. Experiences are shared
  7. 7. Social media = biggest soap box ever
  8. 8. Story time
  9. 9. Zappos A service company that happens to sell shoes • Free shipping both ways • 365-day return policy • Fast fulfilment, expedited delivery • 24/7 1-800 number on every page • Fast, friendly & expert customer service
  10. 10. Zappos’ success $0m $200m $400m $600m $800m $1,000m $1,200m Year0 Year1 Year2 Year3 Year4 Year5 Year6 Year7 Year8 Year9 Year 10: Acquisition by for $1.2bn
  11. 11. What makes a good customer experience?
  12. 12. Prof Noriaki Kano
  13. 13. Kano model axes
  14. 14. Kano model overview
  15. 15. Kano model Basic expectations
  16. 16. Basic expectations
  17. 17. Kano model Performance payoff
  18. 18. Performance payoff … …
  19. 19. Kano model Excitement generators
  20. 20. Surprise!
  21. 21. Nokia = great design style
  22. 22. Innocent juice = humour
  23. 23. Hay-Adams panda = quirk
  24. 24. But…
  25. 25. Kano model overview
  26. 26. Example Free Wifi
  27. 27. Fish swimming upstream
  28. 28. Keep swimming Basic expectations = hygiene factors. Perform poorly on these and you suffer. Performance payoffs = standard factors. The more you do, the more guests appreciate it. Excitement generators = wow factors. This is what will make you memorable. Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
  29. 29. Emotional journey
  30. 30. Booking
  31. 31. Improving the customer experience A methodical approach
  32. 32. Has personal significance Memorable, worth sharing Adapted from Stephen P. Anderson / poetpainter.com Easy to use, works like I think Can be used without difficulty Available and accurate Does what I need Hard to cross!
  33. 33. How to make a great user experience 1 Find out what to improve 2 Learn about your customers 3 Find out about touchpoints 4 Design the improved experience 5 Prototype, test, repeat
  34. 34. 1 Find out what to improve
  35. 35. We listen to social media conversations
  36. 36. We track analytics
  37. 37. How do we improve it?
  38. 38. Image credits: ideath (Flickr)
  39. 39. Image credits: Joe Shlabotnik (Flickr)
  40. 40. Image credits: andy101 (Worth1000)
  41. 41. Image credits: Jeff Gothelf
  42. 42. Image credits: cavstheblog.com
  43. 43. Image credits: milos milosevic (Flickr)
  44. 44. Image credits: Brandon Koger(Flickr)
  45. 45. 2 Learn about your customers
  46. 46. Image credits: Methos04 (Flickr)
  47. 47. Image credits: GlowPlug (Flickr)
  48. 48. 3 Find out about touchpoints
  49. 49. Image credits: GfK Group
  50. 50. Image credits: EduolimA, weegeebored, hundrednorth, pixalens (Flickr)
  51. 51. Image credits: OakleyOriginals (Flickr)
  52. 52. Customer touchpoints Touchpoints Core products /services Customer interactions Brand Marketing
  53. 53. Customer touchpoints Static • Products • Promotion • Collateral • Contracts Human • Sales • Service • Support • Word-of-mouth Interactive • Email • Website • Blogs • Social networks
  54. 54. 4 Design the improved experience
  55. 55. Image credits: jurvetson (Flickr)
  56. 56. Image credits: Kalsau (Flickr)
  57. 57. Image credits: Kalsau (Flickr)
  58. 58. Image credits: Paul englishpen (Flickr)
  59. 59. Image credits: Paul Mayne (Flickr)
  60. 60. Story time
  61. 61. Contact form with 11 fields
  62. 62. Contact form with 4 fields
  63. 63. +150% conversion rate 0 50 100 150 200 250 300 Original form Reduced form
  64. 64. Story time
  65. 65. The $300m button
  66. 66. Story time
  67. 67. Expedia
  68. 68. The $12m form field Name* Company Address* City* Country* Card number* Name on card* John Doe Citibank Singapore 8 Marina View Tower 1 Singapore
  69. 69. The $12m form field - article
  70. 70. Gamification
  71. 71. Gamification? Adding game mechanics like  Scores & Levels  Achievements / badges / reward systems  Leader boards to non-game activities to influence people to complete tasks they would otherwise not.
  72. 72. Gamification
  73. 73. Gamification
  74. 74. 5 Prototype, test, repeat
  75. 75. Image credits: HyperXP.com (Flickr)
  76. 76. Image credits: SAP
  77. 77. Image credits: Adobe
  78. 78. Image credits: Interfacematters.com
  79. 79. Image credits: jungleminds.com
  80. 80. Image credits: eekim (Flickr)
  81. 81. Image credits: matteopenzo (Flickr)
  82. 82. A/B testing: Refine your content, messaging and design
  83. 83. Understand people Design to their needs Test and refine
  84. 84. How to make a great user experience 1 Find out what to improve 2 Learn about your customers 3 Find out about touchpoints 4 Design the improved experience 5 Prototype, test, repeat
  85. 85. Tom Voirol Global Head of User Engagement Margaret Manning Group CEO

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