Capturing the real customer experience

Ben Claxton Founder, nativeye

www.nativeye.com

Capturing the real customer experience

Simple right?

Not so fast

Shift in… customer landscape + the way we think about ourselves

Ecosystem pic “Currently there are more Android devices activated than babies born.”

Channel boom!

Welcome to the digital ecosystem.

“Customer experience” as the next wave of business strategy

40 years in the making… “In theory, the brand and its products and services should be designed to work in tandem; a brand’s voice and promise should inform the products that are built and the surrounding services that are delivered to customers.” Alvin Toffler, Future Shock

Customer landscape Many more devices + touchpoints Digital technology is woven in On customers’ terms Customer experience as competitive advantage

Now it gets tricky

Can we really know others?

(says Soren Kierkegaard 200 years ago)

Knowing others’ experience

Can we really know ourselves?

(says Daniel Kahneman pretty recently)

We are all Maggie Simpson

we think we are driving but we’re not.

brain pic

Our brains: System 1 and System 2

The experiencing self and the remembering self.

“The conscious rational brain isn’t the Oval Office. It’s actually the press office issuing explanations for actions we’ve already taken.” Rory Sutherland

What makes an experience memorable?

Beginnings, endings & emotional extremes

Believing is seeing

We see through the lens of personal, social and cultural contexts.

Our collective memory “Kodak reinvented photography and, arguably, memory in the early twentieth century.” Alison Winter

The science bit It’s messy! Strangers to ourselves Memorable experiences Beginnings, endings and extremes Collective experience

So where does that leave us?

Are our tools up to the task? Passive & observed data Surveys Focus groups Depth interviews Ethnography Eye trackers Neurometrics

Neuro – cuts straight to emotional brain

but how practical for capturing your customers’ experience?

“Reality mining” Passive data collection

Good for behavioural mapping – combine with other techniques for context and emotion.

Big Data Metagigazetta billions of data points

Predictive analysis? Again, how good at context and behaviour?

Life streaming

Google’s version…

A new frontier for market research?

Anxiety over privacy "This application erodes any idea of privacy. If you install this, then it is very likely that Facebook is going to be able to track your every move, and every little action.” Om Malik on Facebook home

A caution – it’s possible to measure too much. Something can be lost in the process. These are the stories – the narratives attached to your brand or business – and they are powerful.

Tourism is about helping people construct stories and collect memories.

5 things for capturing the real customer experience

1. Get closer to the point of experience

“As you get closer to the point of decision, there are factors at work which never really appear in conventional market research. They are contextual factors, social factors” Rory Sutherland, Ogilvy

2. Always-on

3. Capture the emotion

Emotion helps us and our colleagues empathise and want to solve the problem. “Authenticity for me follows from the ability to put oneself in the place of another, to relate to the other because of a shared store of human experiences…” Sherry Turkle, Alone Together

4. Capture the context

Context shapes our experience.

It’s the lens through which we see your business.

Images help to quickly paint the context…

I can point to what’s good

And what’s not

Show daily stresses…

…and things meaningful to me

Small things that make a big difference

Things that catch my attention

5. Collaborate

Feedback doesn’t have to be one-way.

Allow customers to help you iterate your experience.

And because endings are important…

You are all lovely people ben@nativeye.com www.nativeye.com @benclaxton @nativeye