Joost Holthuis Invest in customer insights

TEDx Hamburg 24.05.2011

edenspiekermann_ amsterdam berlin stuttgart

80% of companies believe they provide superior services. Only 8% of the customers agree

*Seven Things You Need to Know About Marketing in the 21st Century, World Business, James Allen and Rob Markey, Bain & Company, 2006

All these personal details to get € 2 back?

All these personal details to get € 2 back?

Result after 3 months…

. . .

“I forgot to check out and tried to catch the

bus on my bike ...” (Carola tries to check out…)

“What bothers me most is that they don't respond…”

(Miezelien, customer of Connexxion)

“…this is just theft” (Mario, customer of HTM)

Power to the people “overpaid charges

may not end up in the pockets of the shareholders …”

Farshad Bashir, Member of the Dutch Parliament

'A brand is a collective perception in the minds of consumers' Faris Yakob

Biggest decliners: public transport

Reality check: an alternative approach

Service design thinking…

People desirability

Business viability

Technical + organizational

feasibility

Successful services

…but this is often the reality

Technical + organizational

feasibility

Business viability People

desirability

Customer insights Context Relevance

No touch point stands on its own

For the customer it’s always part of a chain of events

Design the customer experience as one

IKEA has been no 1 for years

Be truly relevant for customers and stakeholders

Meet the customer’s expectations

opportunities new relations

maintain existing relations

relation killers damage relations

desired

undesired

expected unexpected Source: Floris Hurts

Exceed the customer’s expectations

opportunities new relations

maintain existing relations

relation killers damage relations

desired

undesired

expected unexpected Source: Floris Hurts

Step into your customer’s life

Successful services are part of your life

Case How to design customer experiences in an ever-changing environment

CU2030

Temporary situation for many years

Changing environment

Changing environment

Changing environment

The passenger’s needs remain the same

Observing group behavior patterns

Observing and interviewing individual passengers

Valuable insights •  New customer segmentation to

inform passengers on the platform •  New key moments to classify the

platform situation •  10 relevant behavior patterns defined

Insights made accessible to stakeholders

Insights made accessible to stakeholders

Evaluate the insights with stakeholders

A lot of opportunities for service improvements

These gathered customer insights are a compass to designing successful services

Invest in customer insights so we can design better services

Thank you.

edenspiekermann_ amsterdam berlin stuttgart