How to Obsess the Customer Experience

HOW DO YOU OBSESS THE EXPERIENCE?

LEARNINGS FROM BSSP/CONTAGIOUS- NOW/NEXT/WHY- JUNE 2015

OUR PARTNER: CONTAGIOUS = COMMUNICATION FORESIGHT

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THE EVENT- JUNE 9TH- 150- PEOPLE SF’S GOLDEN GATE CLUB

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OUR SPEAKERS

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Luxury travel agent Company communication tool

Luxury bike apparel company

Google’s Lab for the future of advertising

RULES OF EXPERIENCE: MATT WATKINSON- AUTHOR AND CONSULTANT

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WORKSHOP: TENDERLOIN HIP

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How do you create a terrible experience for drug dealers in the Tenderloin?

WHY DOES EXPERIENCE MATTER?

WHY DOES EXPERIENCE MATTER?- IT’S SERVICE

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WHY DOES EXPERIENCE MATTER?- THE BUSINESS REALITY

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It costs 5X more to acquire a new customer than to keep a current one

WHY DOES EXPERIENCE MATTER? CUSTOMERS DEMAND IT

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WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO

-EXPERIENCE = Any interaction, any place, any time

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WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO

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“Talk less, do more”Tom Raith IDEO

WHAT DOES EXPERIENCE MATTER? IT’S HOW YOUR BRAND PROVES YOURSELF

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WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER

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WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER

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WHY DOES EXPERIENCE MATTER? NEW EXPECTATIONS

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WHY DOES EXPERIENCE MATTER? WE LIKE THEM BETTER THAN PRODUCTS

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Source: Cornell University- 2013

HOW DO YOU OBSESS THE EXPERIENCE?

HOW DO YOU OBSESS EXPERIENCE?

1. Build a Strategic Foundation

2. Experience Ideas Need to Have Real Business Value

3. Think Like a Human-Is the Experience Thoughtful?

4. Locate Opportunities to “Wow” through experience

5. Go for the easy wins first

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1. BUILD A STRATEGIC FOUNDATION

1. BUILD A STRATEGIC FOUNDATION

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“Understand the “why” and the “what” will follow”

Matt Watkinson

1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF

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1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF

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Rapha’s Enemy

Under Armour’s Boardroom

1. BUILD A STRATEGIC FOUNDATION- KNOW WHERE YOU’RE HEADED

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https://vimeo.com/69062155

1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER

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Everyone at Slack has to work in customer service

1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER

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“Everyone who travels wants great stories”- Tom Marchant

1.BUILD A STRATEGIC FOUNDATION-KNOW YOUR CUSTOMER

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Focus-The child is the customer, not the parent

1. BUILD A STRATEGIC FOUNDATION- KNOW THE JOURNEY

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2. UNDERSTAND THE BUSINESS VALUE OF IDEAS

2. UNDERSTAND THE BUSINESS VALUE OF IDEAS

1. Be clear about what you are trying to do

2. Understand how the idea contributes to the business

3. Is it about acquiring or retaining customers?

3. Identify and be clear about determining if the idea is about attention or experience -each type has a different value

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2. UNDERSTAND THE BUSINESS VALUE OF IDEAS

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Warby Parker’s Stores aren’t a vanity projectThey deliver the most sales/sq ft in retail after Apple

2.UNDERSTAND THE BUSINESS VALUE OF IDEAS

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Sephora’s contouring app is like digital glue providing utility with user education, but also connecting users directly into the brand’s products, services and commerce

3. THINK LIKE A HUMAN

3. THINK LIKE A HUMAN- THINK ABOUT THEM

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Are you really thinking about the user and how you can make their lives easier and better?

Are you putting yourself in their shoes?

Are you testing for potential frustrations?

Are you thinking through all the steps?

Think about how it’s going to make the user feel

3. THINK LIKE A HUMAN

“We aren’t doing anything magical, we doing human things.”Anna Pickard-Slack

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3. THINK LIKE A HUMAN

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Slack’s welcome robot

3. THINK LIKE A HUMAN- BE THE “FIXER”

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3. THINK LIKE A HUMAN- HOW DO YOU HELP?

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“We (human beings) are engineered to save energy for survival.” Matt Watkinson

3. THINK LIKE A HUMAN-HOW CAN YOU HELP?

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Rapha locates its stores close to cycling routes out of cities

Cycle route out of NY

3. THINK LIKE A HUMAN- HOW CAN YOU HELP?

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3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT

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3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT

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Maybe it’s better for a hotel to give a cookie when the guest leaves or has a problem, rather than when they arrive = Save the cookie for “peak moments”

3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?

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XX plays to 50--people- the audience walks out to the stage and the band is there to greet them

3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?

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The first connection many of Under Armour’s customers will have with the brand, is digital.

How do they make it human?

3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?

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The brand knows the type of help you need

4. LOCATE OPPORTUNIES TO “WOW”

4. LOCATE OPPORTUNITIES TO “WOW”

“People don’t know where they want to go, but they have a good idea of how they want to feel”

Tom Marchant- Black Tomato

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4. LOCATE OPPORTUNITIES TO “WOW”

With a solid strategic foundation, you can find opportunities to create wow.

Find moments when your customers are surprised because their expectations have been exceeded.

But, “Wow” opportunities shouldn’t be the only things you do

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4. LOCATE OPPORTUNITIES TO “WOW”

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4. LOCATE OPPORTUNITIES TO “WOW”

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EA knows that sports fans likes nothing betterthan to trash talk with friends during key moments in sports games, so they developed a creative system to help them

4. LOCATE OPPORTUNITIES TO “WOW”

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“Sleep No More” is a radically new theater experience, but it’s all driven by people and place, not technology- the audience is at the center

4. LOCATE OPPORTUNITIES TO “WOW”

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Mass Mutual created a space/experience and a program to help adults become financially literate

4. LOCATE OPPORTUNITIES TO “WOW”

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Slack’s surprise as discoverable “wow”

4. LOCATE OPPORTUNITIES TO “WOW”

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Rapha’s store as social cycling club

4. LOCATE OPPORTUNITIES TO “WOW”

The advancing technological landscape creates obvious opportunities for those who are prepared to seek out and provide experiences that we’ve never had

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4. LOCATE OPPORTUNITIES TO “WOW”

Branded champagne service, at the touch of a button, thanks to the internet of things

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5. GO FOR THE EASY WINS FIRST

5. GO FOR THE EASY WINS FIRST

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5. GO FOR THE EASY WINS FIRST

“The only time we get together is when we meet with you”

Client comment to IDEO

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5. GO FOR THE EASY WINS FIRST

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Concepts like digital transformation and being disruptive are dangerous- too much, too overwhelming = Potential paralysis

Uncover your customers expectations and meet them

Find the sweet spot on the journey

Find the pain points and the places you fail- fix them first

What can you manage?

What can you control?

What’s an easy point of collaboration?

FINALLY....

We have more choices, channels and opportunities than ever before and they are growing every day, but it’s not about more, it’s about better

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THE IDEAL EXPERIENCE TOOLKIT: COMPONENTS

1. STRATEGIC FOUNDATION TEMPLATES

(Brand Architecture, Brand Experience Guide, Customer Journey Maps)

2. BUSINESS VALUE IDEA EVALUATOR

3. THOUGHTFULNESS CHECKLIST

4. “WOW” OPPORTUNITY FINDER

(Journey analysis tool to identify areas of opportunity)

5. EASY WIN STARTER KIT

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SUMMARY

Experience is the new proving ground for today’s brands

Be sure of your strategic foundation

Always think from the perspective of the individual user

Common sense, thoughtfulness and empathy are key

Understand expectations

Find opportunities to “Wow”

Go for the easiest wins first

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