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by Lauren Fritsch
CELEBRATE 2015
CUSTOMER EXPERIENCE ARCHITECTURE: Why it’s the Best Differentiator for Startups
• Learn what exactly is CUSTOMER EXPERIENCE and why does it matter?
• Use FREYTAG’S PYRAMID to learn how the narrative arc follows and informs CX.
• Examine CUSTOMER TOUCH POINTS to learn how you can craft a memorable experience.
• Create NARRATIVE ARCS for your CX and content.
Today’s OBJECTIVES
Your BRAND’S PURPOSE =
the difference you are making in the world.
What’s your PURPOSE?
EXAMPLES. DELIVERING HAPPINESS.
(Zappos)
THINK DIFFERENT.(Apple)
PEOPLE AGAINST DIRTY.(Method)
FOOD WITH INTEGRITY.(Chipotle)
what is CUSTOMER EXPERIENCE (CX)?
CX is the sum of all experiences a customer has with a supplier of goods/
services over the duration of their relationship with that supplier.
you can also think of it as “BRAND EXPERIENCE”,
since some will not be actual paying customers (yet).
THINK:website visitors
newsletter subscribersyoutube viewerseven employees
(if you have them)
CX INCLUDES: AWARENESSDISCOVERY
INTERACTIONATTRACTIONPURCHASE
USECULTIVATIONADVOCACY
what’s your TRANSFORMATION?
INTERNAL• Mind set• Capacity• Emotions• Perspective
EXTERNAL• Money• Health• Relationships• Job• Possessions• Experiences
THE CX SPECTRUM
PRE-PURCHASE POST-PURCHASEPURCHASE
PROMOTIONS
DISPLAYS
WEBINARS
SOCIAL MEDIA
VIDEO VIEWS
WORD OF MOUTH
WEBSITE
EMAIL/NEWSLETTERS
PR
PACKAGING
EVENTS
SALES PERSON
INVOICE / RECEIPT
CHECK OUT PROCESS
UP SALE
WEB NAVIGATION
TRADE SHOW
SALES PAGE
FORUMS
DELIVERY (DIGITAL + IRL)
LOYALTY PROGRAM
THANK YOU
CUST APPRECIATION
SURVEYS
EMAIL / AUTORESPONDER
CUSTOMER SERVICE
SOCIAL MEDIA
B R A N D T O U C H P O I N T S
exposition dénouement
climax
risin
g ac
tion
falling actionreversal
FREYTAG’S PYRAMID
MEETand
GREET
GETTINGTO KNOWone another
SATISFACTION
PUTTINGit intopractice
MINORturnaroundbeforeeventualresolution
MAKING theCOMITTMENT
exposition dénouement
climax /turning point
fallingactionrising
action
reversal
CX NARRATIVE ARC
FIRST INTERACTION WITH BRAND
(Touchpoints Include Website, Event, Referral, Social Media, In-Person)
• audience learns the facts of your brand: who, what, where, when, how
• desired next step: greater brand engagement
exposition
BUILDING KNOWLEDGE OF BRAND
(Touchpoints: Newsletter, Blog, Free Events, Lower Priced Items, Social Media)
• They dig deeper into your brand, enhancing the exchange relationship / need for reciprocity.
• They sample your expertise, product, etc. so they can experience change/results personally.
• Desired next step: encourage continued engagement / buy again
risingaction
PURCHASING SIGNATURE SERVICE / PRODUCT
(Touchpoints: Sales Page, Salesperson, Delivery Medium + Follow Up)
• They experience your change here• Desired next step: adoption
of solution + engagement with the service/product
climax /turning point
PRODUCT INTEGRATION INTO THEIR LIFE
falling action
(Touchpoints: Impeccable Follow Thru, High Touch Communication)
• Conflict unravels, they integrate change into their lives• Desired next step: engage with change
3 FEET FROM THE GOLD!
reversal
(Touchpoints: Anticipate Last Minute Complications)
• The last resistance appears• Desired next step: perseverance
RESOLUTION
dénouementthe cycle repeats
(Touchpoints: Sales Page, Salesperson, Delivery Medium + Follow Up)
CONTENT NARRATIVE ARC
exposition
risingaction
climax /turning point
falling action
reversal
dénouement
CONTENT NARRATIVE ARCEXPOSITION
• Begin with the end in mind• Paint picture of success• Here’s what I am going to teach you• Help them self-identify as needing your
solution
CONTENT NARRATIVE ARC
RISING ACTION
• Be guide• Use tools• Flesh out main challenge / change they seek• Offer experience thru stories and context• Offer tools to fix the problem• Offer resources for moral support• Make it simple, but not easy
CONTENT NARRATIVE ARC
CLIMAX / TURNING POINT
FALLING ACTION
• Help them integrate and make your tools part of their life
CONTENT NARRATIVE ARC
CONTENT NARRATIVE ARC
REVERSAL
• Anticipate resistance and offer experience, tools, resources as antidote
*With end result in mind*
CONTENT NARRATIVE ARC
DÉNOUEMENT
• achieve desired outcome• success stories• what is now different / results
QUESTIONS FOR CONTENT NARRATIVE ARC
exposition
risingaction
climax /turning point
falling action
reversal
dénouement
QUESTIONS FOR CONTENT NARRATIVE ARC
EXPOSITION
• Who are you?• What is solution / change you provide?• Vision: what does success look like?• What is the way of success for your target
market?
RISING ACTION
QUESTIONS FOR CONTENT NARRATIVE ARC
• Help your market self-identify• What tools are most helpful + powerful early?• What initial challanges will they face?• What’s #1 tool to overcomes challenges?
CLIMAX / TURNING POINT
QUESTIONS FOR CONTENT NARRATIVE ARC
• What helps them make a decision (yes or no)?• What info is still needed?• Address objections, fears• Offer social proof• What flipped switch for you, others?
QUESTIONS FOR CONTENT NARRATIVE ARC
• What is helpful to making lasting change?
• What details should be paid attention to (Now that big stuff is out of the way)?
FALLING ACTION
REVERSAL
QUESTIONS FOR CONTENT NARRATIVE ARC
• Prepare for resistance• Address with inspiration• Invite support, compassion• Feel their pain
QUESTIONS FOR CONTENT NARRATIVE ARC
• Celebrate!• Paint picture of success story• Invite sharing• Highlight stories
DÉNOUEMENT
What’s the SPARK?
• IDENTIFY the precipitating conditions (internal and external) that elicit action.
• DECIDE what your desired next action is.• SELECT touch point and content based on
precipitating condition and desired next action.• MAKE IT OBVIOUS!
