13/09/2016 1The X Factor in CX

Why is Customer Experience Important?

World class organisations do

not just compete on price,

services, products, technology,

or features. They compete on

experience.

Human Centred Design

Experiences

Interactions

Touchpoints

Processes

Systems

Human Centred Design

Principles

• Be open minded

• Defer judgement

• Be human centred

• Speak the truth in love

• Love uncertainty

• Build on ideas

• Think it, say it, post it

Customer Journey Mapping 2015 - timeline

DISCOVER

RECRUIT

RESEARCH

ANALYSE

30-50 students

Journey map & experience matrix

Week 1 Week 2 Week 3 Week 4 Week 7

Review research

50 interviews

WALL WALKS OFFERED TO ALL STAFF

Week 5 Week 6

RECOMMENDATIONS

Week 8

Co-design with customers

Week 9 onwards

PROTOTYPE/TESTING/

IMPLEMENTATION

Discovery

Discovery

Interviews

• 35 phone and

face-face 1

hour

interviews

with students

• 15+ guerrilla

interviews

with students

Wall Walks

• Nothing was hidden

• 30 minute wall

walks offered twice

daily to all staff

• Team wall walks

followed by a

workshop were

popular

Analysis

• Sharing

student

stories

• Common

themes

Our students said . . .

•It’s about me – not your business

•This is an investment in my whole life – take me seriously

•If you offer me something do it well

•Don’t mass produce – my needs are unique

•Show me that you’re listening

The Customer Journey Map

Co-Design

Rotokauri Hub in progress

What we learnt

• A team who are passionate and focused can achieve a huge amount of work in a short time

• Sharing all insights via wall walks is a powerful way to gain cross organisation momentum

• Co-design changes the atmosphere

• Co-design prototyping and testing is a great way to ensure desirable solutions for all users

• We love post its

What would we do differently

• Offer more wall walks when cross organisational interest is at peak

• Be more agile – so staff can juggle some project sprint work and their normal workload

• Co-design a whole lot more

What’s next?

We doing it all again . . .

• Understanding the value of education to students, employers and staff

• Designing a better way to get real time customer insights

• Co-designing more experiences

Any questions?

Any questions after today – feel free to contact me

Debbie Preston

Customer Experience Project Lead

Waikato Institute of Technology

0211611643

Debbie.preston@wintec.ac.nz