Download - Relationships for the Customer Experience Age: Fidelity Investments Lessons from the Field

Relationships for the Customer Experience Age:Lessons From the Field

Peyton Lindley - Executive Director, Experience Design. @telegrammatic

#effectiveui@effectiveui

Suzanne Hamill - VP, Interactive DesignChris Whitlock - Executive Creative Director

Monday, October 31, 2011

What We’re Working On(And Why)


Why Are We Here?


On Client-Agency Relationships:


On Client-Agency Relationships:

Client -


relationship (n.)

the way in which two or more people or organizations regard and behave toward each other


IS IT LIKE THIS?

“Well Established Brand Seeks Hot Agency.”


OR LIKE THIS?

“Can’t We All Just Get Along?”


What’s The Cost of a Bad Relationship?



“Help! My client is texting me!”


“Help! My client is texting me!”


Ask:

“How are we working?”in addition to...“What are we working on?”


The “agency” model is changing.


Not too long ago...


So Where Is The Model Headed?


EXTERNAL: NEW MODELS

CLIENT AGENCY CUSTOMER

“One-Way Communication”


EXTERNAL: NEW MODELS

CLIENT

AGENCY

CUSTOMER

“Communication & Interpretation”


INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE

“BLACK BOX” APPROACH

CUSTOMER INSIGHT

[ANALYSIS & SYNTHESIS]

RESULTS&

FINDINGS

MYSTERIOUS AND WONDERFUL THINGS HAPPEN HERE


INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE

“BLACK BOX” APPROACH

CUSTOMER INSIGHT

[ANALYSIS & SYNTHESIS]

RESULTS&

FINDINGS

Workshop #1 Workshop #2

CO-CREATEDAPPROACH

CUSTOMER INSIGHT

CustomerNeeds

Framework

RESULTS&

FINDINGS

MYSTERIOUS AND WONDERFUL THINGS HAPPEN HERE


So how do you changethe conversation?


Revolution (n.) --

a dramatic and wide-reaching change in the way something works or is organized or in people's ideas about it


THIS KIND OF REVOLUTION?


OR THIS KIND?


frameworks for dialog


frameworks for dialog

“helps me be strategic”

“helps me make decisions”

“helps me plug & chug”


so what have we learned?


space matters.


space matters.


space matters.


space matters.


space matters.


facilitate, don’t dictate.


co-creation and collaboration: “one team”


leading by doing.


have the right people [participating].


don’t wait for a meeting.


how can we make this sustainable?


VISUAL DESIGN

DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING


PROBLEMDEFINITION

VISUAL DESIGN



DESIGN FACILITATION

PROBLEMDEFINITION

VISUAL DESIGN



thank you. questions?
