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THE EVOLUTION OF EXPERIENCEMay 2016
Rob SherrellSparks Grove
Founding Partner, CX Lead
HELLO
TODAYIntro & BackgroundThe Evolution of ExperienceWhere to Next?
HARNESSING THE POWER OF EXPERIENCE DESIGN
Since 2006, we have recognized the power ofCustomer Experience in creating growth for clients. It shapes brands. Moves markets. And changes
how people feel about the companies they do business with.
SPARKS GROVE
HOW WE THINK
AN ENTERPRISE CX VIEWWe believe experience-based differentiation can only occur via an aligned ecosystem.
OUR CX SERVICES
HOW WE THINK
+ Human Insights & Experience Analytics
+ Experience Economics SM
+ Experience Strategy & Planning
+ Interaction Design, Deployment & Orchestration
+ Customer-Obsessed Architecture
We use our diverse competencies to design, deploy, build and embed compelling experiences using:
TODAYIntro & BackgroundThe Evolution of ExperienceWhere to Next?
Richard FosterProfessor and Lecturer, Yale
University
“At the current churn rate, 75% of the S&P 500 will be replaced by 2027.”
THE EVOLUTION OF EXPERIENCE
THE EVOLUTION OF EXPERIENCE
1975: BRANDBrand perception drives choice
The Soda Wars reach their peak with the Pepsi Challenge. Pepsi wins the challenge, but Coke continues to lead in market share –a triumph of brand over product.
1993 2007 TODAY19951975 1999
THE EVOLUTION OF EXPERIENCE
1993: RELATIONSHIPSCustomer relationships are increasingly critical
First printing of “The One to One Future: Building Relationships One Customer at a Time” by Peppers and Rogers.
1975 2007 TODAY1993 1995 1999
THE EVOLUTION OF EXPERIENCE
1995: USER EXPERIENCEUser experience ascends in concert with technology prominence
Earliest reference of the term “user experience” by Don Norman of Apple.
1975 2007 TODAY19951993 1999
THE EVOLUTION OF EXPERIENCE
1998: EXPERIENCE ECONOMYThe era of experience arrives
in July 1998, Joseph Pine and James Gilmore publish the most influential article ever written on experience in the Harvard Business Review;; the book follows in April 1999 and begins to shape the corporate experience agenda.
1975 TODAY1993 1995 20071998
THE EVOLUTION OF EXPERIENCE
2007: CUSTOMER EXPERIENCEExperience-Based Differentiation cited as the next source of competitive advantage
Forrester introduces three principles:• Obsess About Customer Needs (vs. Product Features)• Reinforce Brands with Every Interaction• Treat Customer Experience as a Competence
And proclaims – “Let the Customer Experience Wars Begin”
1975 1993 1995 20071998 TODAY
THE EVOLUTION OF EXPERIENCE
TODAY89% of organizations expect to compete primarily on the basis of customer experience by 2016.
GARTNER
1975 TODAY1993 1995 20071998
TODAYContext + IntroductionsThe Evolution of ExperienceWhere to Next?
WHERE TO NEXT?
THE COMMODITIZATION OF ADVANTAGE
© 2016. Sparks Grove. All rights reserved.
WHERE TO NEXT?
EMPATHYIn-depth understanding of customer behaviors, feelings and motivations.
EASEInteractions should be accessible, effortless, and uncomplicated.
RELEVANCESolutions must be delivered when and where needed.
ORCHESTRATIONThe experience should be designed as a narrative system.
TODAY’S EXPERIENCES ARE DEFINED ACROSS 4 DIMENSIONS
BUT EXPECTATIONS ARE EVOLVING
Transparency is mandating true authenticity
Experience is impacted by the customer’s community
Meaningful experiences are meeting higher level human needs
WHERE TO NEXT?
…AND ALL AT AN UNPRECEDENTED PACE
IMPLICATIONS:Self-AwarenessDelivering MeaningAwareness of Choice
FROM COMMERCIAL TO HUMAN
WHERE TO NEXT?
WHERE TO NEXT?
THE COMMODITIZATION OF ADVANTAGE
© 2016. Sparks Grove. All rights reserved.
THE EVOLUTION TO HUMAN EXPERIENCEWILL CHALLENGE BUSINESSES TO BE SOMETHING MORE
WHERE TO NEXT?
+ Simple solutions
+ Emotionally rich experiences
+ Meaningful interactions
+ Relationships founded on trust
+ Shared purpose
Human Experience is characterized by:
WHERE TO NEXT?
COGNITIVEUnderstanding - and predicting - intuitive, abstract, emotional and existential needs.
PURPOSEA reason for being that invites active participation in the brand story.
CONSCIOUSExtending beyond commercial objectives to pursue purpose with integrity.
ADAPTIVENimble evolution to meet changing environmental conditions.
ORGANIZATIONS MUST EVOLVE TO DELIVERA HUMAN EXPERIENCE
WHERE TO NEXT?
COGNITION
Predicting customer needs and delivering experiences to meet them.
WHERE TO NEXT?
PURPOSEFUL
Opting to close on Black Friday, forfeiting potential commercial gain for pursuit of purpose.
WHERE TO NEXT?
ADAPTIVE
Aggressive startup investment strategy to keep a constant pulse on the market.
WHERE TO NEXT?
CONSCIOUS
Clear purpose to impact the value chain and change the way products are made.
HOW TO DELIVER WHAT’S NEXT
FIGURE OUT WHERE YOU ARE
Does CX matter in the boardroom and the break room?
Do you focus on the moments and processes that matter?
Do you measure and modify what matters?
THEN FOCUS ON WHERE YOU’RE GOING
Do you have a clear purpose?
Do you know your customers better than they know themselves?
Do you enable your employees to become their best selves?
Are you driven by more than commercial value?
What do you celebrate?
WHERE TO NEXT?
THANK YOURob SherrellCX Lead, Sparks [email protected]
