The ‘do’s and don'ts of designing a compelling customer experience 2015 TRENDS IMPACTING DESIGN & INNOVATION

WHAT IS CUSTOMER EXPERIENCE?

“How customers perceive their interactions with your company.”

- Forrester

MANY LEADERS RECOGNISE THE IMPORTANCE OF A GOOD CUSTOMER EXPERIENCE…

“Do what you do so well that they will want to see it again and bring their friends”

Walt Disney, Disney

“Your most unhappy customers are your greatest source of learning”

Bill Gates, Microsoft

“Get closer to your customers. So close, that you tell them what they need well before they realise it themselves”

Steve Jobs, Apple

“To understand the man (customer), you must first walk a mile in his moccasins”

Native American Indian

KEY THEMES

INSIGHT (Analyse & understand)

EMPATHY (Listen & relate)

EXECUTION (Doing things well)

RELEVANCE (Doing the right things)

WHAT ABOUT THE BOTTOM LINE?

A report by the American Customer Satisfaction Index (ACSI) proved that the leading companies consistently outperformed the market. Customer service leaders outperformed the Dow by 93%, the Fortune 500 by 20% and the NASDAQ by 335%

https://www.linkedin.com/pulse/20140429200435-64275548-10-reasons-companies-fail-to-improve-their-customers-experience

E BOTTOM LINE?

SO WHY DO SO MANY COMPANIES FAIL TO GET IT RIGHT…?

CX FAIL # 1 Not On The List No clear customer oriented mission, vision or strategies

Amazon: ‘We seek to be Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises & content creators’

CX FAIL # 2 Band-Aid Approach Focus on patching service gaps rather than seeking ways to holistically improve CX

Conduct route-cause analysis (RCA) on the most frequent & severe customer service issues to fix the cause not the symptoms

CX FAIL # 3 Too Reactive Improving the experience only for customers who complain or ask for help rather than streamlining the experience for all Crowdsource customer support

by creating communities of customers that help each other e.g. Apple, Sony, Swisscom

CX FAIL # 4 Too Tactical CX seen as an initiative rather than a way of doing business, resulting in a tactical focus instead of a strategic approach to meeting customers’ needs.

Make CX a board-level initiative and be ready to consider organisational change e.g. product > customer centric

CX FAIL # 5 Too Narrow Making CX the responsibility of just marketing or customer care, resulting in limited impact internally and externally Create a cross-functional team

with company-wide representation and board-level sponsorship to spearhead CX Transformation

CX FAIL # 6 Acquisition Over Retention Too much focus on closing sales vs. servicing customers and treating front-line staff like ‘the help’ Think customer lifetime value not

short-term acquisition e.g. Zappos abandoned call times & view service as an investment not a cost

CX FAIL # 7 Wrong Kind Of People Hiring based on skills rather than cultural fit and ability to make the right CX call when there’s no manual to point to

Zappos hires for cultural fit first. If a potential employee fails to pass the cultural fit interview, they do not proceed in the recruitment process

CX FAIL # 8 Profit Before People Focusing only on outcomes that drive revenue and assuming that improving experience is an independent (not related) activity

Consider the benefits that matter to customers e.g. free delivery rather than automatically passing on the cost to them

CX FAIL # 9 Technology Is The Answer Spending $$$ on new technology and expecting the customer experience to miraculously improve Technology can enable seamless

customer experiences but it cannot define them or holistically know what good looks or feels like

CX FAIL # 10 Ignoring Customers Not involving customers in the research, design, build and launch of new offerings – or bypassing customer contact altogether! Human-centred design can help

companies to develop more relevant customer propositions and to become more customer-centric

SO WHAT DOES IT TAKE TO DELIVER A CONSISTENTLY GOOD CUSTOMER EXPERIENCE …?

IT’S NOT ABOUT FLYING PIZZAS!

IT’S ABOUT FEELINGS

American Express Service Study, September 2013 1,620 consumers were tested under laboratory conditions, 63% said they felt their heart rate increase when they thought about receiving great customer service. For 53% of those tested, receiving great service triggered the same cerebral reactions as feeling loved.

http://trendwatching.com/trends/future-customer-service/

BUILDING A GOOD CUSTOMER EXPERIENCE

Governance Strategy Culture

Organisational

Set the direction & infuse CX culture

Expertise & Talent Process & Methods Technology

Foundational

Attract talent, build robust processes &

best-fit tech

Analytics & Insight Marketing, Sales & Service Experience Design

Executional

•  EXECUTION •  INSIGHT •  RELEVANCE •  EMPATHY

SO WHAT DOES GOOD LOOK LIKE?

WHY IS UBER GOOD?

•  Integrated watch & phone apps

•  Card scanning, email receipts

•  Cashless transactions

Seamless & Convenient

•  Pick-up from anywhere

•  Drivers don't get to choose the fares they pick up

Cheaper & Better Than Taxi

•  “Everyone’s private driver”

•  Delivers ice-cream, picnics, Xiaomi phones

•  Riders can listen to their Spotify playlists

X-factor, Value-add, innovative

•  Polite, personal service

•  Drivers and riders incentivised to be polite (ratings) creating a better experience for both

Engaging & Personal

Uber is taking its biggest steps yet towards a driver-free world, launching the Uber Advanced Technologies Center in Pittsburgh “to do research and development, primarily in the areas of mapping and vehicle safety and autonomy technology”. http://www.theguardian.com/technology/2015/feb/03/are-driverless-cars-the-future-of-uber

BUT WILL THEY GO TOO FAR…? Mercedes driverless car concept

VIRTUAL WORLDS: THE NEXT WAVE OF CUSTOMER EXPERIENCES?

"VIRTUAL REALITY IS GOING TO TRANSFORM GAMING, FILM, ENTERTAINMENT, COMMUNICATION, AND MUCH MORE”

http://www.bbc.com/news/technology-32611657

VR Headsets from Sony, HTC & Oculus (Facebook) will begin selling from end 2015

HOW VIRTUAL REALITY CAN CHANGE MINDS…

The story of a 12yr old refugee in Syria filmed in full 360 degree panoramic then played to key delegates at World Economic Forum in Davos through VR headsets to create the ultimate immersive experience & build empathy.