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About usWe are a global consultancy specialising in customer experience.
We operate in the place where brand, physical and digital converge. This unique place did not even exist five years ago, and it is the place businesses and agencies find most difficult to manage. Most critically for business, it is the place where your customers live.
Great brand and products resonate with customers. That’s why we approach our projects from the customer’s perspective. We believe this is how business can meet needs more effectively, create meaningful experiences that create real loyalty, and deliver bottom-line growth.
BRAND
PHYSICAL DIGITAL
2Customer experience
3
The pace of change Technology is evolving faster than anyone could ever have anticipated. And it’s getting faster.
The “Unicorn Club” are businesses started after 2003 now valued > US$1billion. There were 39 in 2013, 80 in 2014.
The Kaufman Index of Entrepreneurial Activity reports over 20 million startups in US.
NEXTDC Ltd won Deloitte’s Australian Technology Fast 50 index. It grew at 3262%.
Customer experience
4
Chapter title
The pace of your customers Individuals are adopting new technologies faster than the companies they do business with. This is your challenge.
4Customer experience
5
Where do you sit?
TechInnovativeBusiness
LaggardBusiness
AgileConsumer
The new evolutionary scale
Customer experience
Why does it matter? Because customers want to engage with brands in new ways. Your success depends on enabling new ways to engage.
6Customer experience
7
It’s Brand 3.0
Customer experience
Brand 1.0Corporate identity1965 - 1995
Why: The value of corporationsWhat: Trademark, guidelinesHow: Consistent look
Brand 3.0Purpose-led branding2015 -
Why: Social brandsWhat: Brands with relevanceHow: Create desire to align
Brand 2.0Branding1995 - 2015
Why: Greater campaign breadthWhat: Brand palette, tone of voiceHow: On-brand message
8
Look at the MBIFrom the Meaningful Brand Index (MBi)
‘Only 20% of brands worldwide make a significant, positive effect on people’s well-being, or a meaningful difference in people’s lives.
Expectations in the West are largely unmet, fueling growing lack of trust and indifference towards brands.
People aren’t looking for Utopian lives. Just better ones.
Our research reveals that people just want lives that are incrementally better, in meaningful terms. They don’t expect any single brand to deliver everything, but they look for specific well-being benefits from each brand.
The huge gap between people’s expectations and what brands actually deliver is fueling a dramatic growth of consumer cynicism and distrust towards brands - especially in advanced economies, and increasingly in developing countries.
The top brands outperform the market by 120%.
Being a Meaningful Brand is not only good for your market and the community at large, it’s also good for your bottom line. In addition to outperforming their competitors in traditional brand measures, the top 20% of brands also dramatically outperform financial leaders across a spectrum of industries. In fact, in our report those brands ranked as Meaningful enjoy financial results that exceed those of top hedge funds.
These are financial advantages that are durable, sustainable and disruptive.’
Meaningful Brands® is the first global analytical framework measures the benefits brands bring to our lives. It looks at 700 brands, over 134,000 consumers, 23 countries. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life. © Havas Media.
Customer experience
Food with integrity
Energize the world Save the environment
Real beauty Delivering happiness
Affordable eye care
Brands that have meaning
9
We don’t just mean brands with Corporate Social Responsibility strategies or a charitable cause.
We mean brands whose philosophy informs, and is evident, in everything they do.
In this age of the customer, that is what people want. That is clear in their bottom-line successes.
Customer experience
10
It’s a customer-led revolutionCustomers are the masters of their me-cosystems. Successful businesses fit with their worlds rather than expecting them to fit to yours.
me
Customer experience
11
Business innovationDisruptive innovation is the sign of our times.
Social media Startup Sharing economyDemocratised production
Customer experience
12
Beyond design thinking
Failcon is a lean learning methodology. It’s also a sign there was a miss in design thinking or feasability.
“Design thinking is awesome, but it’s not enough,” Mark Payne says. “It’s 100% effective at 50% of what is needed to actually get an innovation to market.”
Customer experience
14
Customer experienceWe believe customer experience is a new way to look at solutions that work. We believe it’s where the battle for business supremacy will be fought and won.
Good fo
r the business
Online
In-storeSocialConnected customer
experience
Mobile
Good for the customer
Customer experience
15
Our solution
nt Customer Generated
Content
BusinessGenerated
Content
InformExperience
Communications
Segments
Brand
Physical
people
Needs
Motivator
Flows
Comprehensive
Usable
Branded Useful
Transactions
Reactions
Actions
Inform Experience
Customer Goals
Stakholders
Drivers
learnings
Projections
InnovationsTren
ds
oper
atio
ns
Com
petit
ors
Com
mer
cial
ity
Digital
Behaviours
Customer Insights
CXExperience
Strategy
BusinessPotential
Physical & Digital
Brand
Story Boarding Co-creation W
orkshops Customer Journey Mapping Customer Research C
ustomer Interviews
Iden
tity/B
rand
ing
Sta
keho
lder
Inte
rvie
ws
D
isco
very
Wor
ksho
p
Reta
il S
afaris
Partic
ipatory Design Ideation Creative Direction Designed outcome
Experience Outcom
e
Prototype Testing
Stakeholder Mapping Persona Mapping Customer Flow
Marketing
Bus
iness
Res
earc
h
Req
uire
men
ts G
athe
ring
S
ervi
ce R
olep
lay
Contextual Interviews
Design Discovery Feasibility Matrix
Develop Prototype Refine Test
Expe
rienc
e In
form
s De
sign
Document Build Roll-outnt
Reactions
Actions Transactions
C
omm
unica
tions
Branded Usable
U
sefu
l
Comprehensive
Brand, Physical & Digital
Business Potential
Customer Insights
CX Exper
ienc
e St
rateg
y
BrandPhysicalDigitalPeople
Drivers / Stakeholders
LearningsInnovations
Projections
Segments
NeedsMotivator
Behaviours
Flows
Com
petit
ors
Ope
ratio
nsC
omm
erci
ality
Tren
ds
Bus
ines
s Gen
erated Content
Customer Generated Content
Custom
er Goals Inform Experience Inform
Exper
ience
Customer experience
16
So what should you be doing?Put your customers at the heart of your business in a completely new defintion of customer-centricity and insight-led design thinking. Make them prosumers.
Who they are What they want Live and breathe their world
Map their journey Invite them to co-create
Test
Customer experience
17
Customer experience
Complexity
Strategic thinking Strategic delivery
Simplicity Action
Customer experience
19
And it works
Customer experience
02TAR Customer Journey
Section one
P1 - Discovery P2 - Getting there
+5+4+3+2+10-1-2-3-4-5
FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT
I love ‘‘HELLO KITTY’’
General
Context:I need something fun to do with my family during the holiday period.
Goals & Attitude:I loved Hello Kitty growing up, this is something I think my whole family will enjoy.
Notes: Quotes have been sourced from Trip Advisor and social media posts
Decision makeover: MotherPersona Group A
Emotional experience
Channel
2 x ADULTS2 x CHILDREN (3-16)
Googlesearch
Look at transport options on It’s Playtime website
Ask hotel information desk for fun activities to do
Taxi
Speak with staff at information desk in hotel
Visit trip advisor
Look on Google maps for best route
Visit the Little Red Cube website
Bus
Ferry
Visit it’s playtime! Malaysia website
Look at ferry website
Visit Puteri Harbor website
Find directions on Little Red Cube website
Is sent a mail out
Arrive at ferry
Search Social media
Sees printed info pack in information kiosk
Identify directional signageVisit
Tourism sites Singapore
Visit the Little Red Cube site
Is recommended by a friend of family member
Enter car park / driveway
Identify building / logo / signage
Find entrance
DIGITAL
PHYSICAL
I am not quite sure what to search for There is not
enough convincing information
I am not familiar with this area, it’s not clear what the easiest way for
a family to get here.
Great OK I get it Confused Difficult / Non existent
03TAR Customer Journey
Section one
+5+4+3+2+10-1-2-3-4-5
FIND WHERE TO PAY FOR ACTIVITY PARKS - VISITS SHOPS - FAMILIARISE YOURSELF WITH BUILDING, AMENITIES AND ATTRACTION LOCATIONS
P3 - Entering common area of the little red cube
Emotional experience
Opportunity
Channel
Pay at ticket counter
Ticket station – self directed
Photo station
Identify empty shops
Digital signage Little Red Cube entry point / common area
Escalators
Patrons greeted by staff
Receive attraction information material and maps
Identifies information signage
DC Comics
WC
Toys ‘R Us
Hello Kitty Town shop & Little Big Club Shop
Little Red cube retail
DIGITAL
PHYSICAL
$
I’m confused about where to go
This is not exciting and it’s too hot
I feel this has been poorly delivered
and too expensive
Unappealing
Ok but my kids can’t reach
anything
Great OK I get it Confused Difficult / Non existent
04TAR Customer Journey
Section one
P4 - Activity Hello Kitty Town P5 - Attraction Little Big Club
+5+4+3+2+10-1-2-3-4-5
ENTER ATTRACTION ZONE ENTER ATTRACTION ZONE
Emotional experience
Go up escalators to the entrance of the Little Big Club
Harold Helitours
Greeted by caricature staff at entry point
Jewelry craft station
Identify rides
Looks for bathroom and change room
Takes social media pictures at journey stages
Takes social media pictures at journey stages
Engage with interactive attraction zone
Engage with interactive attraction zone
Listens to music / theme songs along journey path
Island of Sodor
Identify printed super graphics and character placement
Hello Kitty playground Thomas
Town & train ride
Colins Crane drop
Party Rooms
Hello Kitty House
Hello Kitty show & stage
Heartful Forest
Party room
Wishful studios
Black Wonder
Popcorn stand
Flower beds
Listens to music walking around attraction
WALK THROUGH, ENGAGE AND PARTICIPATE IN HELLO KITTY TOWN ATTRACTIONS WALK THROUGH, ENGAGE AND PARTICIPATE IN LITTLE BIG RED CLUB ATTRACTIONS
Identify watch moving image on screens (this is non interactive)
Channel
DIGITAL
PHYSICAL
Great OK I get it Confused Difficult / Non existent
I’m not feeling guided
I love carictures and I love my
friends. Best selfi combination ever
I wish this ride was longer
05TAR Customer Journey
Section one
P7 - Getting out of Little Red Cube P8 - Seek recommendations for places for dinner
+5+4+3+2+10-1-2-3-4-5
FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT
P6 - Food & Beverage
SHARE YOUR EXPERIENCE WITH FRIENDS
Emotional experience
Channel
Go to Lat’s Place Other Food & Beverage Share on social media Share review on public forum
McBunn Café
Tweet Blog about experience
Post review on Yelp#Selfie via Instagram
Order food Order food Order food
Post on experience on Facebook
Post review on Trip Advisor
Sit down in café and eat
Sit down in café and eat
Sit down in café and eat
DIGITAL
PHYSICAL
FIGURE OUT HOW TO GET BACK TO YOUR HOTEL / TEMPORARY RESIDENCE
SEEK RECOMMENDATIONS FOR PLACES FOR DINNER GIVE FEEDBACK TO STAKEHOLDER GROUPS INVOLVED IN YOUR EXPERIENCE
Walk to ferry terminal
Contact hotel to pick you up
Tell your friends about your experience, show them photos and print material.
Wait for bus at bus stop
Wait for ferry at terminal, check digital signage to see what else is going on in the area
Receive email from activity park to review your experience
Ask Little Red Cube staff for advice on good places for dinnerBook to
stay the night at Traders Hotel - Themed rooms for HKT and TT
Receive follow up email on special offers and rewards for return visits
Book an Uber on smart device
Book a taxi to pick you up
Check bus timetable online
Identify watch moving image on screens (this is non interactive) at ferry
Exit car park and drive out of area
Fill out customer experience survey
Catch shuttle to ferry terminal
$$$
FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT
Information and signage is unclear trying to get out of
the area
I love to share everything
This is confusing and poor quality
Great OK I get it Confused Difficult / Non existent
03TAR Customer Journey
Section one
+5+4+3+2+10-1-2-3-4-5
FIND WHERE TO PAY FOR ACTIVITY PARKS - VISITS SHOPS - FAMILIARISE YOURSELF WITH BUILDING, AMENITIES AND ATTRACTION LOCATIONS
P3 - Entering common area of the little red cube
Emotional experience
Opportunity
Channel
Pay at ticket counter
Ticket station – self directed
Photo station
Identify empty shops
Digital signage Little Red Cube entry point / common area
Escalators
Patrons greeted by staff
Receive attraction information material and maps
Identifies information signage
DC Comics
WC
Toys ‘R Us
Hello Kitty Town shop & Little Big Club Shop
Little Red cube retail
DIGITAL
PHYSICAL
$
I’m confused about where to go
This is not exciting and it’s too hot
I feel this has been poorly delivered
and too expensive
Unappealing
Ok but my kids can’t reach
anything
Great OK I get it Confused Difficult / Non existent
02TAR Customer Journey
Section one
P1 - Discovery P2 - Getting there
+5+4+3+2+10-1-2-3-4-5
FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT
I love ‘‘HELLO KITTY’’
General
Context:I need something fun to do with my family during the holiday period.
Goals & Attitude:I loved Hello Kitty growing up, this is something I think my whole family will enjoy.
Notes: Quotes have been sourced from Trip Advisor and social media posts
Decision makeover: MotherPersona Group A
Emotional experience
Channel
2 x ADULTS2 x CHILDREN (3-16)
Googlesearch
Look at transport options on It’s Playtime website
Ask hotel information desk for fun activities to do
Taxi
Speak with staff at information desk in hotel
Visit trip advisor
Look on Google maps for best route
Visit the Little Red Cube website
Bus
Ferry
Visit it’s playtime! Malaysia website
Look at ferry website
Visit Puteri Harbor website
Find directions on Little Red Cube website
Is sent a mail out
Arrive at ferry
Search Social media
Sees printed info pack in information kiosk
Identify directional signageVisit
Tourism sites Singapore
Visit the Little Red Cube site
Is recommended by a friend of family member
Enter car park / driveway
Identify building / logo / signage
Find entrance
DIGITAL
PHYSICAL
I am not quite sure what to search for There is not
enough convincing information
I am not familiar with this area, it’s not clear what the easiest way for
a family to get here.
Great OK I get it Confused Difficult / Non existent
20
And it works
Customer experience
22
Your checklist
Customer experience
• Customer awareness. Know your customers.• Self awareness. Know what you are great at.• Market awareness. Know what you could be doing.• Beta approach. Don’t try to be all things to all people.• Co-create. Bring your customers into the design process.• Testing. Learning never stops - hardwire evolution into your processes.
How can retailers be profitable, relevant and use design thinking efficiently?
The following document outlines who we are, what we believe makes us unique, a small sample of the projects we are currently working on as well as our previous experience. We have also mapped out our recommended process, estimated timing and fee structures.
We look forward to meeting you in a couple of weeks, if you do have any questions prior to our presentation, please do not hesitate to contact me on 0431 000 024 or [email protected]
Chapter title
Page titleThank you for the opportunity to introduce MashUp to you. We are a team of retail and customer experience experts who approach the seemless multi-channel convergence of physical and digital touchpoints with strategic design thinking. We would like to partner with Tabcorp to help engineer the Future Retail project to create a unique and category changing retail format that is modular and scalable for application to the tiered range of TAB environments nationally.
Robbie RobertsonDirectorMashUp
23Client. Presentation title. 00 Month 2015.
Thank youNicola Mansfield | Director | www.mashup.com.auM +61 401 739 031 | E [email protected]