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CREATING POWERFUL CUSTOMER EXPERIENCES Musings from the Next Generation Customer Experience Conference Presented by and @ jackischroder

Creating Powerful Customer Experiences

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CREATING POWERFUL

CUSTOMER EXPERIENCESMusings from the Next Generation Customer Experience Conference

Presented by

and

@jackischroder

“Your customers will tell you what they need and want.

THEY’RE THE EXPERTS. NOT YOU.” Lisa Nichols

CEO, Motivating the Masses

PEOPLE ONLY THINK ABOUT A TOPIC

FOR 8 SECONDS

How does that impact design, content, user flow, and advertising?

(That’s less than the attention span of a goldfish)

meet the ever-changing

DIGITAL CONSUMER

2015 marks the convergence of DESKTOP AND MOBILE TRAFFIC

The Answers(TM) Experience Index

CUSTOMER EXPECTATIONS ARE RISING

56% 73%

62% 68%

27% 42%

37% 51%

Used mobile to research products.

Accessed the store’s site on mobile in store.

Used mobile to compare prices in

store.

Used mobile to access a competitor’s site

2012 vs. 2014

people are even filing their taxes

VIA MOBILE APP

The Answers(TM) Experience Index

multi-channel customers

ARE BETTER FOR BUSINESS

Single Channel

77 satisfaction

77 purchase again

2 Channels

79 satisfaction

81 purchase again

3+ Channels

81 satisfaction

83 purchase again

.com .com .com

more likely to make a purchase from the company overall.

more likely to recommend the company.

more likely to make a purchase from the website.

RETAIL

ForeSee client measurement data, June 1 - December 31, 2014

SATISFIED CUSTOMERS ARE…

2.4x

2.7x

2.9x

more likely to recommend the company.

CONSUMER PACKAGED GOODS

3x

2.6x

2.5x

more likely to purchase the company’s products online.

more likely to purchase the company’s products again.

THE WEBSITE HALO EFFECT

CASE STUDY:of customers said their web visit impacted their visit to the store.28%of those customers made a purchase in store.69%

RESULT:appear to be failed online conversions.

KEY LEARNING:Ask customers if their website experience had an impact on in-store experience and purchase.

.com

you’re not being compared to your

“COMPETITORS.”you’re being compared to

THE “BEST.”

exercises for

CUSTOMER EXPERIENCE

TAKE 2 MINUTES: Write as many possible uses for an ordinary object, such as a tin can.

TEST DIVERGENT THINKING: Number of ideas Range of ideas Originality Elaboration

ice breaker:

ALTERNATIVE USE TEST

A B C

D E

F G H

IB

GDA

FEC

H

Use Structured Mind Mapping to identify the main issues in the center, and then break each one down further to fully dissect the problem.

structured mind mapping

THE LOTUS BLOSSOM

Consistently define the experience and gain trust through that consistency.

Provide a unique experience and create memories that set you apart

Excellent customer experiences drives sales

delivering the

BEST EXPERIENCE

RANDOM EXPERIENCE

RELIABLE EXPERIENCE

DIFFERENTIATED EXPERIENCE

Desire

To deliver a great experience, you need to take people along the path of experiences, from random to differentiated, in order to truly create desire.

map out

WHAT YOU THINK WILL HAPPEN

Over 80% of the time, the maps don’t match.

GHOST MAPPING

map out

WHAT ACTUALLY HAPPENS

overlay

THE MAPS

Advanced Journey Mapping by way of Ghost Mapping, is a great way to remind your internal teams where the consumers are coming from.

Take a digital frame by frame screenshot of the consumer journey to ensure you see every step.

CX STORYBOARDING

SEVE

RIT

Y O

F IM

PAC

T Key Drivers

PLOTTING PRIORITIZATION

NUMBER OF CUSTOMERS IMPACTED

Map out all of the requested improvements with your team and always make sure to address Key Drivers first, as they'll

drive the biggest impact for your organization.

STATED IMPORTANCE INDEX

STAT

ED IM

POR

TAN

CE

IND

EX

Key Drivers

DERIVED IMPORTANCE INDEX

Potential MotivatorsLower Priority

Cost of Entry

IDENTIFY EXPERIENCES Segments, personas, journeys

PRIORITIZE The experiences most critical to the customers’ success

TEST Assess the scenario and grade the impact.

REVIEW Share the findings with leadership, focusing on potential benefits.

FOLLOW UP Agree upon the plan to resolve, mitigate issues, ensure accountability for results

OPTIMIZATION FLOW

1

2

3

4

5

Start at the top and follow this feedback loop for all your consumer journeys for the best optimization.

HOW ARE PEOPLE DOING THINGS FASTER AND BETTER AND HOW CAN YOU IMPROVE THEIR EXPERIENCE?

UNSANCTIONED PATHS

Don't ignore the unsanctioned paths. Always take a step back to see how people are doing things faster and better. Listen to your consumers and improve their experiences.

journey mapping

IN TWO HOURS

Use this activity to determine irritants.

• Post-Its • Craft paper • Sharpies • Room with a long table • Your team (10-12 people) • 1-2 people to play the part of an irrational customer.

These people are not involved in your project. • Chunk out 4-5 parts of the process you’re evaluating.

SUPPLIES

Chunk 1 Chunk 2 Chunk 3 Chunk 4 Post-ProcessPre-Process

Opportunities &

Gaps

What the customer

does

What our process is

WORKSHOP TEMPLATE

ACTIVITY

STEP 1

Put egos aside.

STEP 2 Before you get started, agree on who your customer is and put it on the white board as a reminder. (5 mins)

ACTIVITY

STEP 3 Start with “what is our process” and

have one person record it.

ACTIVITY

STEP 4 Based on your defined process, review

what the actual customer does.

ACTIVITY

STEP 5 Have everyone write as many gaps and

opportunities as possible on Post-Its.

ACTIVITY

STEP 6 Populate into a spreadsheet and prioritize by

Key Drivers with a group of 3-4 people.

ACTIVITY

PHASE 2 Consider using actual consumers to

conduct the same exercise

ACTIVITY

get

INSPIRED

When people mention your brand,

WHAT DO THEY SAY?social listening is key

If you’re lucky, they’ll rave about you half as much as they do about this brand.

JOHNNY CUPCAKES

View Video: https://www.youtube.com/watch?v=qc3fiwCTskU

people thrive on

NEW EXPERIENCES

brand principles

Everything in the world has been done before. Get people to step outside of their comfort zone.

brand principles

STRANGE IS GOOD

brand principles

have at least

TWELVE REASONS for people to try your product

packaging

CAN MAKE OR BREAK your experience

brand principles

HAVE A MASCOT

Rented ice cream trucks in major cities, packaged shirts in ice cream cartons and push pops.

Surprise and delight with random items in online orders – cash, Snickers bars, doll’s heads.

CEO writes letters, and signs packaging regularly.

On April Fool’s Day, sold cupcakes and hid all t-shirts.

Thought starters to make a big impact. Don't limit yourself.

and a final, great idea:

HAVE A “KILL A STUPID RULE” CAMPAIGN

Don't let the red tape limit you. To do great things, you need to push the limits of comfort within your organization.

TOGETHER, WE CAN CREATE POWERFUL CUSTOMER EXPERIENCES

Presented by and @jackischroder