customer experience: how to survive in the 21st century?
TRANSCRIPT
Customer Experience
How to survive in the 21st Century
Meet the family
Manning Wins Top Award for Women in Technology LeadershipEntrepreneur 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.
Experiences are about people
Experiences are about emotions
Experiences are shared
Social media = biggest soap box ever
Story time
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
Zappos’ success
Year 0
Year 2
Year 4
Year 6
Year 8
$0m
$200m
$400m
$600m
$800m
$1,000m
$1,200m Year 10: Acquisition by
for
$1.2bn
What makes a good customer experience?
Prof Noriaki Kano
Kano model axes
Kano model overview
Kano model Basic expectations
Basic expectations
Kano model Performance payoff
Performance payoff
…
…
Kano model Excitement generators
Surprise!
Nokia = great design style
Innocent juice = humour
Hay-Adams panda = quirk
But…
Kano model overview
Example Free Wifi
Fish swimming upstream
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.
Emotional journey
Booking
Improving the customer experience
A methodical approach
Meaningful
Pleasurable
Convenient
Usable
Reliable
Useful
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!
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
1 Find out what to improve
We listen to social media conversations
We track analytics
How do we improve it?
Image credits: ideath (Flickr)
Image credits: Joe Shlabotnik (Flickr)
Image credits: andy101 (Worth1000)
Image credits: Jeff Gothelf
Image credits: cavstheblog.com
Image credits: milos milosevic (Flickr)
Image credits: Brandon Koger(Flickr)
2 Learn about your customers
Image credits: Methos04 (Flickr)
Image credits: GlowPlug (Flickr)
3 Find out about touchpoints
Image credits: GfK Group
Image credits: EduolimA, weegeebored, hundrednorth, pixalens (Flickr)
Image credits: OakleyOriginals (Flickr)
Customer touchpoints
Touchpoints
Core products /services
Customer interactions
BrandMarketing
Customer touchpoints
Static• Products• Promotion• Collateral• Contracts
Human• Sales • Service• Support• Word-of-mouth
Interactive• Email • Website• Blogs• Social networks
4 Design the improved experience
Image credits: jurvetson (Flickr)
Image credits: Kalsau (Flickr)
Image credits: Kalsau (Flickr)
Image credits: Paul englishpen (Flickr)
Image credits: Paul Mayne (Flickr)
Story time
Contact form with 11 fields
Contact form with 4 fields
+150% conversion rate
Original form Reduced form0
50
100
150
200
250
300
Story time
The $300m button
+US$ 300m
Story time
Expedia
The $12m form fieldName*
Company
Address*
City*
Country*
Card number*
Name on card*
John Doe
Citibank Singapore
8 Marina View Tower 1
Singapore
The $12m form field - article
Gamification
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.
Gamification
Gamification
5Prototype, test, repeat
Image credits: HyperXP.com (Flickr)
Image credits: SAP
Image credits: Adobe
Image credits: Interfacematters.com
Image credits: jungleminds.com
Image credits: eekim (Flickr)
Image credits: matteopenzo (Flickr)
A/B testing: Refine your content, messaging and design
Understand people
Design to their needs
Test and refine
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
Tom Voirol
Global Head of User Engagement
Margaret Manning
Group CEO