Pete Riddell, Executive Creative Director, Derse
Elevating Beyond The Ordinary: The HEART Part of Experience Design
(a brief word to my fellow treasure hunters)
(celebrity introductions)
Today’s Menu … • The value of a moment• The value of emotional connection • The moments that matter most • Examples / Implications for “US”• Facilitation (30 min)• Herculean effort by Pete to tie it all together
Takeaway #1
Excellence is Expected.
And mostly forgettable.
Takeaway #2
Where do memorable experiences come from?
Extraordinary moments.
“Research suggests that people’s most positive moments share certain traits in common–traits such as elevation, or being lifted
out of the ordinary.”
https://www.fastcompany.com/40472116/the-power-of-moments-why-certain-experiences-have-extraordinary-impact
Takeaway #3
Work with what you have.
“Customers will forgive small swimming pools and underwhelming room décor, as long as some moments are magical.”
Takeaway #4
Leave room for the people.
“As recipients of experiences, we understand this,but as creators of experiences, we ignore it.”
https://www.fastcompany.com/40472116/the-power-of-moments-why-certain-experiences-have-extraordinary-impact
(Local Flavor)
What is the value of extraordinary moments?
Emotionally Connected Customers.
https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
Confidential – Property of Derse, Inc. © Derse, Inc. 2018. All Rights Reserved.23
Fully emotionally connected customers are 52% MORE VALUABLE, on average, than those who are ‘just’ highly satisfied.
xperiences, we understand this,but as creators of experiences, we ignore it.”
https://www.fastcompany.com/40472116/the-power-of-moments-why-certain-experiences-have-extraordinary-impact
https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
I am inspired to ….
Source: Scott Magids, Alan Zorfas, and Daniel LeemonFrom: “The New Science of Customer Emotions,” November 2015 ©HBR.ORG
STAND OUT FROM THE CROWD
HAVE CONFIDENCE IN THE FUTURE
ENJOY A SENSE OF WELL-BEING
FEEL A SENSE OF FREEDOM
FEEL A SENSE OF THRILL
FEEL A SENSE OF BELONGING
PROTECT THE ENVIRONMENT
BE THE PERSON I WANT TO BE FEEL SECURE SUCCEED IN LIFE
“Shaping a customer experience by being precise about the emotional connection you’re trying to build, and investing in the touch points that drive these connections is a powerful way to increase customer value.”
(let’s camp here a moment)
Source: https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
Discussion Topic #1
(a.) If you could rub a genie lamp, how would you want your audiences to truly feel when visiting your center?
(b.) Which emotional motivators might be most relevant to the audience(s) you host?
I am inspired to ….
Source: Scott Magids, Alan Zorfas, and Daniel LeemonFrom: “The New Science of Customer Emotions,” November 2015 ©HBR.ORG
STAND OUT FROM THE CROWD
HAVE CONFIDENCE IN THE FUTURE
ENJOY A SENSE OF WELL-BEING
FEEL A SENSE OF FREEDOM
FEEL A SENSE OF THRILL
FEEL A SENSE OF BELONGING
PROTECT THE ENVIRONMENT
BE THE PERSON I WANT TO BE FEEL SECURE SUCCEED IN LIFE
Discussion Topic #1
(a.) If you could rub a genie lamp, how would you want your audiences to truly feel when visiting your center?
(b.) Which emotional motivators might be most relevant to the audience(s) with whom you host?
(c.) What grade what you give your present customer experience on satisfying those motivators? [Share an example]
Takeaway #6
Not all touchpoints are created equal.
Confidential – Property of Derse, Inc. © Derse, Inc. 2018. All Rights Reserved.31
Peak End Rule
Psychological heuristic in which people judge an experiencelargely based on how they felt at its peak (i.e. its most intense point), and at its end, rather
than based on the total sum or average of every moment of the experience.
“The Kiss Goodnight”
Confidential – Property of Derse, Inc. © Derse, Inc. 2019. All Rights Reserved.38
What does it mean for us?
(Local Flavor)(remove friction)
(Local Flavor)
(Local Flavor)
History
‘We know very well that absolute perfection cannot be attained but we will never stop striving for it.’
- Sidney N. Shure, founder
Culture
Culture
Culture
Culture
Signature Moments
Transition Moments
Hospitality
Transition Moments
Signature Moments Culture
History
Hospitality
Removing Friction
Local Flavor
Discussion Topic #2:
How well does your center succeed in delivering (Peak/Memorable) “Moments of Elevation”?
[Give yourself a grade]
Pre- Arrival Post-Visit
Entrance
Welcome / Greeting
Lobby Experience
Voice of the Customer
Transition(s)
Parking / Drop Off
Human Interactions
Hands-On Experiences
Facilitation
Hospitality/ Lunch Experiences
Accommodations/Moments
Collaboration
Recap
Closing
Discussion Topic #2 (continued) Consider the end-to-end briefing center experience.
(A.) Is(are) there a peak(s)? (B) If so, what/where are the peaks (presently)?
(C.) Where in the customer experience are the greatest opportunities to elevate moments beyond the ordinary?
Pre- Arrival
Entrance
Welcome / Greeting
Lobby Experience
Voice of the Customer
Transition(s)
Parking / Drop Off
Human Interactions
Hands-On Experiences
Facilitation
Hospitality/ Lunch Experiences
Accommodations/Moments
Collaboration
Recap
Closing
Post-Visit
So what have we learned?
Excellence is expected.
(And mostly forgettable.)
Truly memorable experiences come from extraordinary
moments.
… which are achievable if we work with what we have, and leave room for the people….
CUSTOMER VALUEIn Relation to Highly Satisfied Customers
Confidential – Property of Derse, Inc. © Derse, Inc. 2019. All Rights Reserved.63
-18%BASELINE +13%
+52%
Source: Scott Magids, Alan Zorfas, and Daniel LeemonFrom: “The New Science of Customer Emotions.” November 2015
Not Emotionally Connected
Highly Satisfied but not fully connected
Perceive brand differentiation
and satisfied, but not fully connected
Fully connected and satisfied, andable to perceive brand differentiation
Fully emotionally connected customers move the bottom line ….
Pre- Arrival Arrival
Entrance
Welcome / Greeting
Check-in
Lobby Experience
Transition(s)
Parking / Drop Off
Welcome / Introductions
Voice of the Customer
Facilitation
Hospitality/ Lunch Experience
Accommodations
Collaboration
Recap
Closing
So, when mapping the customer experience, look for opportunities to …
… add your company’s special seasoning to elevate moments beyond the ordinary.Transition Moments
Signature Moments Culture
History
Hospitality
Removing Friction
Local Flavor
And never forget that the most important impression is the last one.