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consumer insight & trend spotting conference 15/16- august- 2012 toronto, canada customer expe behind the smoke an
| Date post: | 20-Jun-2015 |
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c o n s u m e r i n s i g h t & t r e n d s p o t t i n g c o n f e r e n c e
1 5 / 1 6 - a u g u s t - 2 0 1 2
t o r o n t o , c a n a d a
c u s t o m e r e x p e r i e n c e :
b e h i n d t h e s m o ke a n d m i r r o r s
“ i f I h a v e s e e n f u r t h e r …
the disclaimer.
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… i t i s because i have stood on the shoulders o f g iants…”
joe pine & kim korn, “authenticity”
& “infinite possibilities”
daniel pink“why right brained
thinkers will rule the future”
reid brownscombe, bmo financial
group
simon sinek “start with why”
roger martin(various works)
sean hayesax dev group
our journey today…
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where are we going today?
Semantics, taxonomies & definitions
What’s changed & why?
What can we do?
Who’s doing it?
w h e r e w e a r e g o i n g , d e p e n d s o n a g r e e i n g w h e r e w e a r e a t .
setting the table.
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(no . no t those 3c ’ s )
the 3c’s of experience
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the new 3c’s
customer clientconsumer
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the customer
the client
the new 3c’s: an example
the consumer
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exper ience i s mu l t i - f ace t .
the 3X’s: pX. sX. clX.
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product experience (pX) is about function & utility is what you do
service experience (sX) is about access & ease of
use is about how you do it
life experience (lX) is about emotion & result is about why you do it
the 3X’s
product
service
life
loyalty
size & share
advocation
Customer don’t care about…
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simon says…
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the formula for cX
product
service
life
what you do. how you do it. why you do it.
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you’re doing ok mom.
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need . wan t . benefi t .
lX & sX
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service experience is: life experience is:
what products & service facilitate
the game trophy
unique
understanding why customers need
products
a journey
about a result
about access to products (24-7)
the ticket to the game
easily replicable
knowledgeable, friendly staff
responsiveness & professionalism
enables a transaction
lX not the same as sX
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need a… benefit is…
a home.
to learn.
transport.
to buy the iPad 3.
to follow a dream.
to retire.
to help my kids go to school.
to travel the world.
mortgage.
school loan.
car loan.
credit card.
small business loan.
RRSP
equities & bonds.
loan.
needs vs. benefi ts: a banking example.
what we believe are experiences. what are really experiences.
t h e g a m e i s n ’ t c h a n g i n g . i t ’ s a l r e a d y c h a n g e d .
the bad news.
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the bad news.
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“What got you to where you
are, may not be enough to get you to where you want to
go.”
warren’s done alr ight. so has marshal l .
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the vendor customer relationship has changed.
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… and can you blame them?
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not so good.
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pretty darn good.
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but social unrest & change existed before sm…
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social technology. authenticity. new economy * .
* J. Pine & J. Gilmore
Apr 13, 2023 37
Where loyalty & engagement is created….
… about staying when things go wrong…
economic model developmentC
om
mod
itizedC
usto
miz
ed
Transformation
©Joseph Pine II & Kim Korn: Infinite Possibility
Commodities
Products
Services
ExperienceBrand
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the toughest job.. .
… w h a t a re w e g o i n g t o d o a b o u t t h i s ?
great…
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… there is hope.
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people.
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want.
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meaning.
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authentic relationships, are loyal relationships.
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If you are authentic, you don't have to say you're authentic.
If you say you're authentic, you better be authentic.
It is easier to be authentic, if you don't say you're authentic.
axioms of authenticity …
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Where loyalty & engagement is created….
… about staying when things go wrong…
economic model developmentC
om
mod
itizedC
usto
miz
ed
Transformation
©Joseph Pine II & Kim Korn: Infinite Possibility
Commodities
Products
Services
ExperienceBrand
Apr 13, 2023 48
what is the good l i fe?
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it’s o.k.
to say…
no…
to your…
customers.
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the ROI…
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closed ended questions, get closed ended answers…
would you… will you…
un-engaging questions, get unengaged responses… rate us… on scale of 1-10…
kpi’s, metrics & questions
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… but HOW???
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recognize the chal lenge.
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to be d iff erent , you’ve got to do th ings d iff erent ly
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operating & organizational models…
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tradit ional models wil l del iver tradit ional returns
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si los work for storage not experiences
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do you l ike ketchup?
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“If you want your employees to drive loyalty, you’ve got to
give them the wheel…”
(Bryan Pearson, CEO LoyaltyONE)
the way it was the way it is inspire + release diverge + revenue
generate explore + pioneer benchmark yourself
command + control converge + cost cut exploit + optimize benchmark competitors grow customer base
command + control to inspire + release
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johnny, the bagger.
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the experience eco-system
LIFE DESIGN
EXPERIENCE DESIGN
SERVICE DESIGN
PRODUCT DESIGN
Apr 13, 2023 68
the experience process (as- is)
Why? How? What? Finance.
Marriage Experience
Our customers have a dream. Our customers source the pieces.Our customers figure out how to make it real.
And by this point, the experience has been designed
and financing of it a transaction…
Where the experience occurs.
Where we are
engaged.
Loyalty & Emotion. Transaction & function.
Where decision
are made.
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case study
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a lot of the old tools, aren’t val id anymore
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reptilian brainreactive
fight vs. flight
limbic systememotionslong-term memory
neocortex communication
creativityadaptability
prefrontal lobe
full- spectrum thinking
anticipatory + pro-active
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“Asking people why they choose you over another may provide wonderful evidence of
how they have rationalized the decisions, but it does not shed much light on the true
motivation for the decision. It’s not that people don’t know, it’s that they
have trouble explaining why they do what they do.
Decision- making and the ability to explain those decisions exist in different parts of the
brain.”
~ Simon Sinek, Start With Why.
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LIFE DESIGN
EXPERIENCE DESIGN
SERVICE DESIGN
PRODUCT DESIGN
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i t ’s not about “or’s”
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the experience process (could- be?)
Why? How? What? Finance.
Marriage Experience
And we then provide the finances to pay for the pieces.
And as side, generate business for commercial clients, which requires more financing for
them.
Collaboratively, we source the pieces.
Commercial Client
Db
Segmentation &
Tagging
Marriage Experience Home Experience School Experience Baby ExperienceBusiness Experience Retirement Experience Travel Experience
Channel Interface
Our customers come to us to figure out how.
Our customers have a dream.
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peop le buy exper iences . they buy why. no t what .
Marriage Experience
Home Experience
School Experience
Baby Experience
Business ExperienceRetirement Experience
Travel Experience
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the banking experience as it could be?
Marriage Experience Centre Retirement Experience CentreExperience Theme of the week
Making Money Make Sense Training Centre
Self- Service Centre
Networking Centre
Figuring it all out centre…
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i t ’s not a digital or real experience.
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Multiverse: Time-Space-Matter Variables.
©Joseph Pine II & Kim Korn: Infinite Possibility
(Real-time events) (Material substance)
(Physical places)
(Manipulated time)(Digital substance)
(Virtual places)
Apr 13, 2023 84
Source: Stan Davis, Future Perfect (Reading, MA: Addison-Wesley, 1987), p. 5. & p. 92
“My intention in this book is to give new
meaning to time, space, and matter
in shaping tomorrow’s business and
organization. In the industrial economy
managers considered time, space, and
matter as constraints, whereas in the
new economy they will come to think of
them as resources. This will require
profound transformations in the way we
think about time, space, and matter.”
No-Matter: “In the new economy, the
value added will come increasingly from
intangibles. . . whose importance does
not lie in their material existence.”
Time-Space-Matter.
Apr 13, 2023 85
Multiverse: Manipulating the Variables.
(Real-time events) (Material substance)
(Physical places)
(Manipulated time)(Digital substance)
(Virtual places)
©Joseph Pine II & Kim Korn: Infinite Possibility
Apr 13, 2023 86
Multiverse: the 8 Dimensions of Experience
Augmented
Virtuality
Warped Reality
Reality
Alternate Reality
Augmented Reality
Physical Virtuality
Virtuality
Mirrored Virtuality
©Joseph Pine II & Kim Korn: Infinite Possibility
Apr 13, 2023 87
multiverse examples
i f y o u t a ke n o t h i n g … t a ke t h i s …
so, in summary…
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where did we go today?
Semantics, taxonomies & definitions
What’s changed & why?
What can we do?
Who’s doing it?
Apr 13, 2023 90
1.are different “types” of customers & “experiences” require there own engagement model integration with other “types” key
2.loyalty is based on the experience eco-system traditional contract is broken product & service differentiation are no longer
unique get back to basics- be authentic (don’t sell it)
3. cX is not a divisional responsibility breakdown the traditional organizational models provide boundaries, not controls
the takeaways.
c a s e s t u d i e s
so, who’s doing it?
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apple.
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charmin rest room.
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c o n s u m e r i n s i g h t & t r e n d s p o t t i n g c o n f e r e n c e
1 5 - a u g u s t - 2 0 1 2
t o r o n t o , c a n a d a
c u s t o m e r e x p e r i e n c e :
b e h i n d t h e s m o k e a n d m i r r o r s
