the new customer experience landscape, canux 09
Post on 19-Sep-2014
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DESCRIPTION
Given at the Banff Center for the Arts, 11/13/09.TRANSCRIPT
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The New Customer Experience Landscapehttp://www.flickr.com/photos/kendrick/
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“blog”
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28,000companies
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Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
Where Social Systems meets Customer Service
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Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
Social Effects
Where Social Systems meets Customer Service
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User Experience loves the customerhttp://www.flickr.com/photos/kendrick/
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http://www.flickr.com/photos/claudio_ar/
Your Average Business, sadly, doesnʼ’t
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FAQs
Trouble Ticket Systems
Outsourced Call Centers
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Bad metrics & measurements...
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...Leads to this
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Friction-free communication is the new norm
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Losing Control:8 Steps to Success in a post 2.0 World
THENETWORK
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BUSINESSES THRIVE ON THE NETWORKWHEN THEY ADAPT TO THE NETWORK
NOT THE OTHER WAY AROUND
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Networks are nothing new
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It was about moving goods
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HIERARCHIESBECAME
NECESSARY TOMANAGE SCALE
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A new kind of network
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Linking create new kinds of value chains
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http://www.flickr.com/photos/takomabibelot/
Value exists externally
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Practically speaking...
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http://www.flickr.com/photos/claudio_ar/
From this
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http://www.flickr.com/photos/libraryman/
To this
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http://www.flickr.com/photos/kendrick/
What does all this mean for UX?
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1. Organizations understand their customers are out there now.
2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.
3. Most organizations have no idea what to do about that.
Three things
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http://www.flickr.com/photos/bachmont/
WAYSORGANIZATIONSARE CHANGING
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FROMCONTROL
TOCACOPHONY
(1)
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YOUʼ’REJUSTA
NODE(1)
http://www.flickr.com/photos/generated/
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Home sweet home
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Customers lead the conversation
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Change happens faster thanorganizations can process
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We can handle it
“They walk fast and they walk adroitly. They give and they take, at once aggressive and accommodating. With the subtlest of motions they signal their intention to one another.”
William Whyte, City (1969)
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A willingness to iterate
http://www.flickr.com/photos/oskay/
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FROMPROCESS
TOFLOW
(2)
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From hierarchy
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To something a little more improvisational
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Waterfall to washing machine
http://www.slideshare.net/leisa/
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FROMDOCUMENTATION
TOCOLLABORATION
(3)
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FROMFEARTO
HONESTY(4)
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Fear of competition
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Impossible to hide
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Youa Culpa
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Pixar is a community in the true sense of the word. We think that lasting relationships matter, and we share some basic beliefs: Talent is rare. Managementʼ’s job is not to prevent risk but to build the capability to recover when failures occur. It must be safe to tell the truth.
-Ed Cartmill, President, Pixar (Harvard Business Review)
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FROMHIDDEN
TOSHARED
(5)
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Secrecy is obsolete
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Itʼ’s not clear where your interests endand others begin
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Edges everywhere
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Edges everywhere
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Edges everywhere
Edges everywhere
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FROMOWNERSHIP
TOSTEWARDSHIP
(6)
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In the service of a higher purpose
When we try to pick out anything by itself, we find it hitched to everything else in the universe. - John Muir
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“About week 3, I realized I wasnʼ’t in charge anymore.” -Ted Rheingold, CEO, Dogster
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Google aims to be a steward for the Internetʼ’s decentralized nature,
its core social good.
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1. Customer service?
2. Product development?
3. Marketing and Brand development?
4. Business development?
5. Advertising?
What does all this mean for...
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In Summary
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http://www.flickr.com/photos/claudio_ar/
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http://www.flickr.com/photos/libraryman/
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Three things
1. Organizations understand their customers are out there now.
2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.
3. Most organizations have no idea what to do about that.
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http://www.flickr.com/photos/kendrick/
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1. Customer service?
2. Product development?
3. Marketing and Brand development?
4. Business development?
5. Advertising?
What does all this mean for...
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http://www.flickr.com/photos/blackbeltjones/
Lane BeckerEmail me at [email protected] me at monstro9Follow me on Twitter @monstroOr on Facebook at /lanebOr even give me a call at 1-415-867-1708