SBS - MCM - HOW TO EXECUTE YOUR MARKETING STRATEGY - PART 3

THE MARKETING SHOW

Advance Master in Creativity and MarketingProfessor Laurent Bouty

Brussels, 2015

MASTER IN CREATIVITY MANAGEMENT - THE MARKETING SHOW - © Prof. L. Bouty 2015

ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 2

Some slides in this lecture are coming from other presentations.

Main inspiration is Chris Risdon (@chrisrisdon) who is offering incredible resources on Slideshare (http://www.slideshare.net/AdaptivePath)

SOURCES

OUR TOOLKIT: DISCIPLINE + EXPERIENCE + COLLABORATION

MARKETING IS AN EXPERIENCE

MARKETING IS A DISCIPLINE

MARKETING IS A COLLABORATION

MARKETING IS GREAT NOT GOOD

Age of the CustomerPower comes fromengaging on an emotional

Age of Information

engaging on an emotionallevel with empoweredcustomers

gConnected PCs and supply chains mean thosewho control the i f ti fl

Age of DistributionGlobal connections and

information flowdominate

Age of Manufacturing

transportation systemsmake distribution key

Age of ManufacturingMass manufacturingmakes individual power houses successful

CHOICES BASED ON EXPERIENCES

Commoditisation

Customers are increasingly choosing products and services based on the quality of the experiences they have with them

The experience IS the product

Famous for overpriced, underspec’d devices with poor battery life.

It just works

A low performance gaming console with few titles.

This is cool!

We’re really not about transportation; it’s about getting from Point A to Point B. It’s about living life in the way you choose.

2003 2007 Idris Mootee www.mootee.typepad.com

What is Customer Experience?

A customer experience is an interaction between an organisation and a customer. It is a blend of an organisation’s physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contacts.

WHAT MEANS CUSTOMER EXPERIENCE?

source: Building Great Customer Experiences, Collin Shaw and John Ivens, p.22

Definition

Philosophy One: Great Customer Experiences as a source of long-term competitive advantage.Philosophy Two:Great Customer Experiences are created by consistently exceeding Customers physical & emotional expectationsPhilosophy Three: Great Customer Experiences are differentiated by focussing on stimulating planned emotions.Philosophy Four:Great Customer Experiences are enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled.Philosophy Five:Great Customer Experiences are designed "Outside In" rather than "Inside Out”.Philosophy Six:Great Customer Experiences are revenue generating and can significantly reduce costs.Philosophy Seven:Great Customer Experiences are an embodiment of the brand.

BUILDING GREAT CUSTOMER EXPERIENCES

PHYSICAL PERFORMANCE OF PRODUCTS & SERVICES

There is no substitute for having the best product in the market if you want to get some customers. That’s still going to be true in five years’ time

STAGES OF THE CUSTOMER EXPERIENCE

THE PSYCHOLOGY OF EXPECTATION“You get the customer you deserve”

CUSTOMERS HAVE EMOTIONAL EXPECTATIONS

what does this do? how much does it cost?

what are the features?

how does this make me feel? does it provide meaning or pleasure? how will it affect me?

1. Describe customer expectation for a restaurant visit

2. What are the stages?3. Physical expectations?4. Emotional expectations?

DISCUSSION

CUSTOMER EXPECTATION ZONES

PLUTCHIK’S WHEEL OF EMOTIONS

People buy EMOTIONALLY

and ….

justify with logic

WHAT DO WE TRY TO ACHIEVE

• Hope to meet and exceed your customers’ positive expectations

• Alleviate and exceed their negative expectations (avoid negative word of mouth)

• Identify opportunity to exceed expectations (WOW/LIKE moments)

Stories

Proverbs

Personas

Scenarios

Content Inventories Analytics

User SurveysConcept MapsSystem MapsProcess Flows

Wireframes

Storyboards

Concept Designs

Prototypes

Narrative Reports

Presentations

PlansStyle Guides

SpecificationsDesign Patterns

User EXperience Treasure Mapby Jeffery Callender and Peter Morville

source: http://semanticstudios.com/user_experience_deliverables/

FEASIBILITY

DESIGN SCOPE

FRAMING

IDEATION

USER INSIGHTS

SERVICE CONCEPT

TEST PREPARATION

TEST & EVALUATION

BLUEPRINT

USERS’ JOURNEYS

(SERIOUS PLAY) SCENARIO

ON - C

INTERVIEW: ACTORS MAP

PERSONA DIMENSIONS

PERSONA

DESIGN CHALLENGE

DESIGN REQ

UIREMENTS

INTERVIEW:

USER EXPERIENCE

THIS IS THE FUTURE OF MARKETING

“The customer experience innovation journey is a nonlinear cycle of divergent and convergent activities that may repeat over time and at different organisational levels and both ideas and resources are required to renew the cycle.”

source: http://www.slideshare.net/imootee/customer-experience-design-talk-idris-mootee

Customer Journey Map

Experience MapA specific archetype journey

A generalized experience

actually, we user either term, depending on context.

@chrisrisdon

Source: delightability.com

TOUCHPOINTS ≠ CHANNELS

Touchpoint: A point of interaction between a person and any agent or artefact of an organisation. These interactions take place at a certain point in time, in a certain context, and with the intention of meeting a specific customer need.

Channel:A medium of interaction with customers or users. Print, the web, mobile, voice calls, and brick and mortar locations are all common channels for reaching out to and interacting with customers. A channel defines the opportunities or constraints of a touchpoint.

Touchpoint:Computer validation

Channels:Website andPhone orText orEmail

@chrisrisdon

Touchpoint:Purchase Groceries

Channels:Retail (Station?) and Mobile Phone

Korea’s Home Plus virtual grocery stores

@chrisrisdon

39 Adapted from Cross-Platform Service User Experience

portal.acm.org/citation.cfm?id=1851637

SERVICE

Multi-Channel Cross-Channel

SERVICE

morville@semanticstudios.com

Touchpoints = FeaturesTouchpoints better reflect the importance of the interaction to the person

Pliable, discrete “things” to orchestrate the whole experience

Information objects (IA) wrapped in interactions (IxD)

@chrisrisdon

Touchpoints should be orchestrated*What is each instrument doing; how and when are they doing it.

*you can never have too many metaphors!

@chrisrisdon

Research Conducting qualitative research, getting quantitative data—the material we use to tell the story of the journey.

Discovery Uncovering and understanding all the ways your company interacts or communicates with your customers/users, plus all the points that influence the customer that you don’t control.

Mapping Journey The activity of mapping out the journey and all of its facets.

Communicating Journey Modeling or visualizing the journey to best communicate the journey insight, pain points and opportunities.

Identifying Takeaways Like the morals of the story, stating clearly in actionable terms, what the journey tells us about the experience and what you should do as a result

@chrisrisdon

UNCOVER THE TRUTH

Doing What actions are customers taking to meet their needs? What are their key behaviors?

Thinking How do people frame and evaluate their experience? What do they expect?

Feeling What emotions do people have along their journey? What are the highs? The lows?

RESEARCH

The Building Blocks of Experience Mapping Human experience is complex, and mostly intangible. Yet the challenge of experience mapping is to uncover, little by little, critical information about your customers’ experiences. Through trial and error, we’ve developed a simple framework to guide the discovery and research work required in the experience mapping process. We call them building blocks. The key building blocks are Doing, Thinking, and Feeling, but to understand the full context of customer experience, we also consider Place, Time, Devices, and Relationships. Don't forget Channel and Touchpoints!

We recommend sorting your research and discovery work into building blocks by asking yourself key questions along the way. We've provided a few examples for Doing, Thinking, and Feeling to help you get started.

DISCOVERY

Quantitative QuantitativeQualitative Qualitative

DEVICES

TOUCHPOINTSPLACE TIME

THINKING

RELATIONSHIPS

FEELING

Feeling, thinking, doing.

Motivations Framing Behaviors

Feeling

Thinking

Doing Touchpoints

RelationshipsActors

Places Time

Stages

Journey reflects

Journey captures

Through qualitative and quantitative data

Defines context of any given moment

@chrisrisdon

Touch points

A moment of truth, a like moment

Illustrative

We don’t do advertising any more. We just do cool stuff, it sounds a bit wanky, but that’s just the way it is. Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people’s lives and digital allows us to do that.Simon Pestridge, Nike UK

PERSONAES (Insights)TOUCHPOINTS (Stages)DOING, FEELING, THINKINGACTORSCHANNELSEXPERIENCE

ASSIGNMENT

Help me know [Your Brand]

Help me consider [Your Brand]

Help me chose [Your Brand]

Help me buy [Your Brand]

Help me start with [Your

Brand]

Help me use [Your Brand]

Help me with [Your Brand]

Help me leave [Your Brand]

Awareness Consideration Intent Decision First Use Use Support Leave

INSIGHTS

Customer Rational Drivers

Customer Emotional Drivers

Competition

BRAND EXPERIENCE

Your Brand Proposition (Tangible/Emotional)

Customer engagement objectives

Product

OMNI- CHANNEL

Screen

Retail

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/deed.en_US.

Customer Journey Map Canvas

Some customers might leave you for good reasons (relocation,

change of job, change of status (from single to

Married), out of cash.)… Make it enjoyable, they may come back one day

By brand experience, we understand the product/service (tangible) and all commercial processes around it (intangible)

Sometimes you pay at the start (purchase of a car), at the end

(stay at the hotel), never (it is free) or regularly (a subscription). We can discuss if pay is a separate

moment of buy. I integrate it with buy

Some moments need to be likable, enjoyable,

recommendable, unique, … others should simply

be as the standard.

Designed for Designed by Date

Laurent Bouty (www.bouty.net)

• Technology and features are commodities

• Customer experience is key

• It comes from design schools

• It is a formal process

What have we learned?

SBS - MCM - HOW TO EXECUTE YOUR MARKETING STRATEGY - PART 3

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