how customer experience drives your performance marketing - matihieu dhondt
TRANSCRIPT
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Customer Experience Design
Mathieu Dhondt
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Maya Angelou
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
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In a world saturated with largely undifferentiated goods and
services,the greatest opportunity for
value creation resides in staging experiences.
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90% Marketing leaders believe they will be competing on customer experience only
80% companies say they deliver “superior” customer service
8% of customers think these same companies deliver "superior" customer service
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The little, banal things (want to)
tell us something
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There is a purpose. Touchpoints are themed.
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“Traditional Frenchsimplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”
Themes communicated spontaneously
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“Traditional French simplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”
Themes communicated spontaneously
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There is a purpose. Touchpoints are themed.
Purpose (themes) is derived from the brand.
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Furniture with maximum value (design & function) at lowest cost (customer is ready to
do a little bit of work herself)
“We do our part, you do yours”
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A satisfied client is worth 10 times more than any other type of client
“We continuously aim for maximum client satisfaction”
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Our customers must always feel at home and enjoy a personal service
Our business relationships are personal relationships
When entering data, teller also has to enter color of the customer’s eyes.
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Turning purpose into process
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Map out customer
touchpoints & journeys
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Customer Journey ModelTV commercial
Billboarding
Google Adwords
Banners
Websites
Mobile apps
Digital brochures
Phone
Offer
DeliveryDirect mail
Showroom
Reviews
Websites
Car configuratorForms
Test drive
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Define brand identity &
personality
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Create 3 – 5 themes around
your brand
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Themes
These guys are serious about my online privacy
I feel like I got the best deal on the market
I got the best possible service on the market.
They show me how, and I do my part
How does someone feel after interacting with the brand?
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Infuse touchpoints with
themes
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These guys are serious about my online privacy
I feel like I got the best deal on the market
I got the best possible service on the market.
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“Your call is important to us. Please continue to hold.”
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=
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Weed out the frustrations
first
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Radically adopt the customer perspective
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We tend to overvalue the things we can (easily) measure and undervalue the things we (think we) cannot.
― John Hayes
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Measuring
Less frustration?
Are people experiencing us the way we want
them to?
Are our themes and our purpose
clear?
Across touchpoints and
journey
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Brand personalityIf our company were to be described as a person, what would its major personality trait be?
% unaided correct response
Theme (unassisted) What does doing business with us feel like?
% unaided correct response
Theme (assisted) Would you say we take customer service as our top priority? % that says “yes”
EffortWhen opening an account, how much effort did you personally have to put forth?
Customer Effort Score (1-5)
Touchpoint / Theme When opening an account, did you feel helpless at any moment? % that says “no”
Brand (NPS)On a scale of 1-10, how likely would you be to recommend us to a friend or colleague?
Net promotor score
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Recap
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#1More than anything
else, true value resides in
experience
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#2Design for the experience by infusing
touchpoints with your brand by defining the right
themes
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#3Weed out
frustrations first
(and then eat candy)
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#4The funnel is only a small part of the experience
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#5Organise for
CXD by adopting radical
customer-centricity
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#6Think of what you want to achieve
(before thinking of how you will measure it)
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“A change in purpose changes a system profoundly, even if every element and interconnection remains the same.”-- Donella H. Meadows
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Purposefully design for the
experience NOW Your customers will love you for
it(and the competition will hate
you)