customer experience is the differentiator roy barnes
TRANSCRIPT
Customer Experience is the Differentiator
Roy Barnes
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So…who among us really sees the whole
of our customer’s experience?
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…when most of usonly see
what we are paid to see
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What we think of our customer experience
What we think of our customer experience
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What they think of their entire customer
experience
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Our customers (both internal and external) are becoming even more demanding
From mildly petulant to…
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Our customers (both internal and external) are becoming even more demanding
From mildly petulant to… …scaryish
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They are Expecting More From Us
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They are Expecting More From Us
…not Less
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… and bad products are making people more and
more “touchy”…
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Most Products And Services Are Commoditizing At Unimaginable Speeds…
“Timescales from innovation to imitation are down to weeks”
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And time is running short...
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…for us to realize that loyalty requires experiences that continue to engage….
Your CustomerYou
Your Problem
Your Competition
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So…What Are Our Options?
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While the physical product will always be important, the sustainable differentiator will be the quality and
depth of the Customer Experience
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Experience
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20,000 People’s Top 20
1. Swim with the dolphins2. Dive on the Great Barrier Reef3. Fly on the Concorde4. Whale watching5. Dive with sharks6. Skydiving7. Fly in a hot air balloon8. Fly in a fighter plane9. Go on a safari10. See the northern lights11. Walk the Inca trail12. Walk the Sidney Harbor bridge13. Visit a paradise island14. Drive a Formula One race car15. Go whitewater rafting16. Walk the Great Wall of China17. Bungee jumping18. Ride the Rocky Mountaineer train19. Drive along Route 6620. Fly in a helicopter over the Grand Canyon
It’s The Experience!
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“customer experience is THE competitive battleground”
“evoking emotion is the weapon of choice”
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“Customer experience is the sum of all interactions between a customer and an organization.
It is a blend of the organization’s physical performance, the senses stimulated and emotions evoked, each measured against
customer expectations across all customer touchpoints”
- Colin Shaw
Let’s Be Clear About Our Definition
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The bigger and more complex organizations get,
the tendency is to form specialized functions.
Specialization builds “comfort” and technical
proficiency but can result in the creation of rigidity and
functional silos…
...the creation of a “castle” mentality
But here’s the problem…
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“Are there any medieval historians in the room?”
Before I continue….
What Are The Characteristics Of Castles?
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How Do Castles Communicate With Each Other?
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Every Business Has Processes That Together Meet Customer Needs and Build Experience
Invoicing
Sales
ProposalSubmittal
Quoting
DeliveryConfirmation
OrderProcess
Marketing
Documentation
Consulting
“illustrative only”
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A “Castle” Mentality Can Cause Gaps In Processes and Confound Customers
GAPS
“illustrative only”
Invoicing
Sales
ProposalSubmittal
Quoting
DeliveryConfirmation
OrderProcess
Marketing
Documentation
Consulting
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A “Castle” Mentality Can Cause Gaps In Processes and Confound Customers
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NO
YES
NO
YES
Are You Pro-Actively Managing and Integratingall of your Customer Processes and Their TouchPoints?
YES YES
NO
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NO
YES
NO
YES
Are You Pro-Actively Managing and Integratingall of your Customer Processes and Their TouchPoints?
YES YES
NO
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Or, put another way…
Are you paying attention to all the opportunities you have to delight?
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Just a Few Typical Grocery Store TouchPoints
Marketing CircularWeb Site
Arrival SignageQuality of the Parking Lot
Store ApproachFirst Sense of Arrival
Cart SelectionSignageGreeting
First ScentsFirst Sounds
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What Happens At these TouchPoints?
…an action or process is performed
…expectations are being set
…emotions are being created
…employees are behaving in a certain way
…customer information is being used
…additional customer data is being gathered
…collateral is being distributed and used
…performance measures are being taken
And, sometimes, the cash register rings
Customer InteractionTake # 17,843
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Each Customer TouchPoint Should Be Brilliantly Designed toMeet Customer Needs…
…and to Purposefully Deliver the Desired Customer Experience
Marketing CircularWeb Site
Arrival SignageQuality of the Parking Lot
Store ApproachFirst Sense of Arrival
Cart SelectionSignageGreeting
First ScentsFirst Sounds
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How Are These TouchPoints Connected To Each Other?
Marketing CircularWeb Site
Arrival SignageQuality of the Parking Lot
Store ApproachFirst Sense of Arrival
Cart SelectionSignageGreeting
First ScentsFirst Sounds
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How Are These TouchPoints Connected To Each Other?
Purchase Data Customer Data
Individual Customer Specific Needs
Customer Understanding
Marketing CircularWeb Site
Arrival SignageQuality of the Parking Lot
Store ApproachFirst Sense of Arrival
Cart SelectionSignageGreeting
First ScentsFirst Sounds
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Product Data Customer Data
Individual Customer Specific Needs
Customer Understanding
Customer “Experience”
How Are These TouchPoints Connected To Each Other?
Marketing CircularWeb Site
Arrival SignageQuality of the Parking Lot
Store ApproachFirst Sense of Arrival
Cart SelectionSignageGreeting
First ScentsFirst Sounds
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Purposeful Management of Customer Experience
Question #1
What is the Customer Experience Your Organization is Trying to Deliver?
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Purposeful Management of Customer Experience
It is not likely to be your corporate vision statement
“We will strive to be the best at everything we do, world-class, blah de blah, worldwide, integrated, not good but great , synergistic, top,
lowest cost, most fun place to work, blah de blah, our people are our greatest asset and we believe in mom’s apple pie, diversity, kittens and
we’ll do it all by the end of next year when we will write a new one”
What Is Your Customer Experience Intent?
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A description of the customer experience contains the experiential and emotional elements that have been
chosen for delivery…
…written in a way that is easily understood, inspiring and measurable.
What Is Your Customer Experience Intent?
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Do you know?Is it clear?
Is it written down?
What Is Your Customer Experience Intent?
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Do you know?Is it clear?
Is it written down?
If you don’t know the answer to this, your employees don’t either and everyone will make up their own versions of the customer experience…all
subtly different.
What Is Your Customer Experience Intent?
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Without this, how can you expect
your IT staff, your vendors or your
employees to understand the
customer experience they are
supposed to deliver?
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The “Britney Spears” Experience
…or
What Is Your Customer Experience Intent?
Without this, how can you expect
your IT staff, your vendors or your
employees to understand the
customer experience they are
supposed to deliver?
20 “Arriving Moments” in 24 hours Per Guest605 Rooms in the Hotel
80% Occupancy in the Hotel1.5 Guests Per Room
365 Days A Year
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Moment’s of Experience Creation
20 “Arriving Moments” in 24 hours Per Guest605 Rooms in the Hotel
80% Occupancy in the Hotel1.5 Guests Per Room
365 Days A Year
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Moment’s of Experience Creation
5,088,100 Opportunities to Deliver the Experience
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Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
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Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
A transaction of some kind occurs….
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Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
Roy Barnes“unleashing possibility”
Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
Low Emotion
High Emotion
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Low Emotion
High Emotion
Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
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Purposeful TouchPoint Management of Customer Experience
FunctionalTransactions
An interaction for the primary purpose of a tangible/ actionable outcome or
confirmation of an action.
An interaction for the primary purpose of generating an emotional response or to
further an existing relationship.
Emotional Transactions
An interaction that while functional in nature also
elicits an emotional response.
BlendedTransactions
Low Emotion
High Emotion
Awareness Knowledge Consideration Purchase Closing Vacation
Roy Barnes“unleashing possibility”
Low Emotion
High Emotion
Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
FunctionalTransactions
An interaction for the primary purpose of a tangible/ actionable outcome or
confirmation of an action.
An interaction for the primary purpose of generating an emotional response or to
further an existing relationship.
Emotional Transactions
An interaction that while functional in nature also
elicits an emotional response.
BlendedTransactions
Roy Barnes“unleashing possibility”
Low Emotion
High Emotion
Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
1. Which of these TouchPoints are primarily functional?2. Which are emotional?
Roy Barnes“unleashing possibility”
Low Emotion
High Emotion
Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
1. Which of these TouchPoints are primarily functional?2. Which are emotional?3. Where is there opportunity to add emotional
connection?
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Stimulating Senses and Emotions Purposefully
Sight
Sound
Taste
Touch Smell
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• Opened in 2008
• Over $50,000,000 in Development Costs
• Major Brand Name
Stimulating Senses and Emotions Purposefully
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Stimulating Senses and Emotions Purposefully
This is the view(and the smell)
from here!
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Stimulating Senses and Emotions Purposefully
Your room is here!
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Stimulating Senses and Emotions Purposefully
Your room is here!
Your internet “access code” is
here!
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Stimulating Senses and Emotions Purposefully
Your room is here!
And so are the luggage carts!
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Customers are no longer just buying goods -- they are buying experience
and story too!
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Icebreaker, a New Zealand clothing company
specializing in merino wool garments openly show
customers its commitment to sustainability and
environmental friendly practice. Each garment now
sports a "baa code" - a number that retailers and
consumers can input at Icebreaker.com to see how
the garment was made from start to finish.
Baa Code
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Low Emotion
High Emotion
Awareness Knowledge Consideration Purchase Closing Plan Vacation
Vacation
Purposeful TouchPoint Management of Customer Experience
Who is responsible for the whole?
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Seeing The Forest
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They Are Already Inside and They Are Waiting For You!
Dear Lauren,
I’m sorry I worried you. I missed you very much. When I was
under the chair where you hid me, I saw you leave and I
was sad. Kretja found me and brought me to a place where
other blankets and dolls go when they get left behind. They
introduced me to all the other lost items but I said I wanted
to go home.
Now, I am back home with you, where I belong. I love you.
- Your Red Blanket
Kretja SpeharHousekeeping
Attendant
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“my brother just called and I don’t want to be here”
They Are Already Inside and They Are Waiting For You!
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Almost Finally…Eight Killer Questions To Ask Yourself…
1. Has the customer experience you want delivered been articulated across your organization?
Roy Barnes“unleashing possibility”
1. Has the customer experience you want delivered been articulated across your organization?
2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Almost Finally…Eight Killer Questions To Ask Yourself…
Roy Barnes“unleashing possibility”
1. Has the customer experience you want delivered been articulated across your organization?
2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
3. Do you hire customer facing employees who have the ability to act, role-play and improvise?
Almost Finally…Eight Killer Questions To Ask Yourself…
Roy Barnes“unleashing possibility”
1. Has the customer experience you want delivered been articulated across your organization?
2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
3. Do you hire customer facing employees who have the ability to act, role-play and improvise?
4. Do you train your customer-facing employees in how to evoke specific emotions in customers?
Almost Finally…Eight Killer Questions To Ask Yourself…
Roy Barnes“unleashing possibility”
1. Has the customer experience you want delivered been articulated across your organization?
2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
3. Do you hire customer facing employees who have the ability to act, role-play and improvise?
4. Do you train your customer-facing employees in how to evoke specific emotions in customers?
5. Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
Almost Finally…Eight Killer Questions To Ask Yourself…
Roy Barnes“unleashing possibility”
1. Has the customer experience you want delivered been articulated across your organization?
2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
3. Do you hire customer facing employees who have the ability to act, role-play and improvise?
4. Do you train your customer-facing employees in how to evoke specific emotions in customers?
5. Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
6. Is the human/machine customer dialogue balanced?
Almost Finally…Eight Killer Questions To Ask Yourself…
Roy Barnes“unleashing possibility”
1. Has the customer experience you want delivered been articulated across your organization?
2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
3. Do you hire customer facing employees who have the ability to act, role-play and improvise?
4. Do you train your customer-facing employees in how to evoke specific emotions in customers?
5. Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
6. Is the human/machine customer dialogue balanced?
7. Do you know your customer’s expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded?
Almost Finally…Eight Killer Questions To Ask Yourself…
Roy Barnes“unleashing possibility”
1. Has the customer experience you want delivered been articulated across your organization?
2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
3. Do you hire customer facing employees who have the ability to act, role-play and improvise?
4. Do you train your customer-facing employees in how to evoke specific emotions in customers?
5. Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
6. Is the human/machine customer dialogue balanced?
7. Do you know your customer’s expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded?
8. Is there a group, comprised of representatives from all functions, that have been given the responsibility for owning the sensory customer experience?
Almost Finally…Eight Killer Questions To Ask Yourself…
Last…maintain a healthy dose of humor...
“When a cat is dropped, it always lands on its feet, and when toast is dropped, it always lands with the buttered side facing down.
Last…maintain a healthy dose of humor...
“When a cat is dropped, it always lands on its feet, and when toast is dropped, it always lands with the buttered side facing down.
We propose to strap buttered toast to the back of a cat; the two will hover,spinning inches above the ground.
With a giant buttered-cat array, a high speed monorail could easily link the major cities of North America and ease our dependence upon foreign oil.”
- excerpted from the 2009 Congressional Economic Stimulus Package
Thank you…..
BlueSpaceConsulting.com
Roy Barnes
“unleashing possibility”
321-388-6985