From storytelling to storydoing

Customer Experience is the new frontier for brands to differentiate

@st_moritz #nexterday #cx

At Veryday, we passionately believe that customer-centric solutions based on genuine customer insights can

empower, enrich and energize both people and brands.

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“You can’t build a reputation on what you are going to do.” – Henry Ford

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NEXTERDAY 16 – FROM STORYTELLING TO STORYDOING

Let me tell you a story…

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Happy Business

Happy Employees

Happy Customers

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of companies believe theirproducts and services aredifferentiated80%

Source: Harvard Business Review 2012

10% of customers agree

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From inside-out focus to customer focus

Symbolic heat-map of wasted time in average corporate Headquarter offices

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Shift in perspective

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From pills to outcomes

Pharma companies investing in service design to create more valueExample

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If you want to be future proof,you have to prove your value.

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Happy Business

Happy Employees

Happy Customers

Customer Experience drives loyalty and performance

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12Sources: Forrester, Temkin Group, Watermark Consulting

ForresterCustomer ExperienceIndex

• Functional•Accessible• Emotional

Customer LoyaltyMetrics

• Recommended• Repurchase• Reluctance

to switch

Stock Market Performance

• Leaders: +23%

• Laggards: -46%

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Understanding customers

DREAM & ASPIRATIONSMEANINGFULPLEASURABLE

ACCESSIBLEUSEFULEASE OF USE

RELIABLEFUNCTIONAL

The customer experience loopNEXTER

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Loyalty Customer Experience Decision

TRIGGER

DROP- OUT

CONSIDERATION

SATISFACTION

EXPERIENCE

EVALUATION

The big difference

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StorytellingPepsiMcDonaldsUnited AirlinesCloroxReebokLenovoChevrolet

StorydoingRed BullChipotleJetBlueMethodToms ShoesAppleTesla

The storydoing approach creates value and reduces cost

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Innovation is not what you say.

It is what you do.

Happy Customers

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Happy Business

Happy Employees

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Beyond departments

Employee engagement is key to connect the dots and deliver on customer experience.

of employees are not engaged

at work

Source: Gallup US Survey

63%

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Employees come to work to join a mission!

Employees are 300% more involved and motivated in a storydoing company

#1 best place to work in 2016: AirbnbFROM  STO

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+300%Employee Experience at Airbnb:• Meeting rooms modelled to resemble listings• Chief Employee Experience Officer• Seeing staff like founders and hosts like employees

Source: Co:Collective

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Happy Business

Happy Employees

Happy Customers

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CO-CREATION

Customer Obsession: Delivering on future customer expectations today

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Telia Company

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Empathy by doingExperio Lab –Cross-functional patient journey exploration

CO-CREATION

1.

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Solutions by doingSkånetrafiken – Reinventing the urban travel experience in co-creation together with citizens

CO-CREATION

1. 2.

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Sharing by doing

CO-CREATION

One shot video of experience prototypes

1. 2. 3.

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Scaling by doing

CO-CREATION

Prioritization based on what customers care most about and highest business value

1. 2. 3. 4.

The 10-10-10 Rule:Evolve with users over time.

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A solution should be as valuable to

its user for the first 10 minutes,

10 days, 10 months of its life.

Reflection

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What do your customers value?

How can you drive real action?

Who do you want to join your mission?

STORY DOING CO-CREATION=+

Find your quest and tell act on it.

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ACTIONS SPEAK LOUDER THAN WORDS

If you only do what you can, then you will only be what you are.”KUNG FU PANDA

Customer Experience is the new frontier for brands to differentiate

From storytelling to storydoing

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S T O C K H O L M / N E W Y O R K / L O N D O N / S H A N G H A I / D U B A I / V E R Y D A Y . C O M

Kiitos!Thank you!

@st_moritz