Customer Experience is the Differentiator Roy Barnes

Customer Experience is the Differentiator

Roy Barnes

Roy Barnes“unleashing possibility”

So…who among us really sees the whole

of our customer’s experience?


…when most of usonly see

what we are paid to see


What we think of our customer experience

What we think of our customer experience


What they think of their entire customer

experience


Our customers (both internal and external) are becoming even more demanding

From mildly petulant to…


Our customers (both internal and external) are becoming even more demanding

From mildly petulant to… …scaryish


They are Expecting More From Us


They are Expecting More From Us

…not Less


… and bad products are making people more and

more “touchy”…


Most Products And Services Are Commoditizing At Unimaginable Speeds…

“Timescales from innovation to imitation are down to weeks”


And time is running short...


…for us to realize that loyalty requires experiences that continue to engage….

Your CustomerYou

Your Problem

Your Competition


So…What Are Our Options?


While the physical product will always be important, the sustainable differentiator will be the quality and

depth of the Customer Experience


Experience


20,000 People’s Top 20

1. Swim with the dolphins2. Dive on the Great Barrier Reef3. Fly on the Concorde4. Whale watching5. Dive with sharks6. Skydiving7. Fly in a hot air balloon8. Fly in a fighter plane9. Go on a safari10. See the northern lights11. Walk the Inca trail12. Walk the Sidney Harbor bridge13. Visit a paradise island14. Drive a Formula One race car15. Go whitewater rafting16. Walk the Great Wall of China17. Bungee jumping18. Ride the Rocky Mountaineer train19. Drive along Route 6620. Fly in a helicopter over the Grand Canyon

It’s The Experience!


“customer experience is THE competitive battleground”

“evoking emotion is the weapon of choice”


“Customer experience is the sum of all interactions between a customer and an organization.

It is a blend of the organization’s physical performance, the senses stimulated and emotions evoked, each measured against

customer expectations across all customer touchpoints”

- Colin Shaw

Let’s Be Clear About Our Definition


The bigger and more complex organizations get,

the tendency is to form specialized functions.

Specialization builds “comfort” and technical

proficiency but can result in the creation of rigidity and

functional silos…

...the creation of a “castle” mentality

But here’s the problem…


“Are there any medieval historians in the room?”

Before I continue….

What Are The Characteristics Of Castles?



How Do Castles Communicate With Each Other?


Every Business Has Processes That Together Meet Customer Needs and Build Experience

Invoicing

Sales

ProposalSubmittal

Quoting

DeliveryConfirmation

OrderProcess

Marketing

Documentation

Consulting

“illustrative only”


A “Castle” Mentality Can Cause Gaps In Processes and Confound Customers

GAPS

“illustrative only”

Invoicing

Sales

ProposalSubmittal

Quoting

DeliveryConfirmation

OrderProcess

Marketing

Documentation

Consulting


A “Castle” Mentality Can Cause Gaps In Processes and Confound Customers


NO

YES

NO

YES

Are You Pro-Actively Managing and Integratingall of your Customer Processes and Their TouchPoints?

YES YES

NO


NO

YES

NO

YES

Are You Pro-Actively Managing and Integratingall of your Customer Processes and Their TouchPoints?

YES YES

NO


Or, put another way…

Are you paying attention to all the opportunities you have to delight?

http://www.presentationzen.com/.shared/image.html?/photos/uncategorized/2007/09/28/dogmessage.jpg


Just a Few Typical Grocery Store TouchPoints

Marketing CircularWeb Site

Arrival SignageQuality of the Parking Lot

Store ApproachFirst Sense of Arrival

Cart SelectionSignageGreeting

First ScentsFirst Sounds


What Happens At these TouchPoints?

…an action or process is performed

…expectations are being set

…emotions are being created

…employees are behaving in a certain way

…customer information is being used

…additional customer data is being gathered

…collateral is being distributed and used

…performance measures are being taken

And, sometimes, the cash register rings

Customer InteractionTake # 17,843


Each Customer TouchPoint Should Be Brilliantly Designed toMeet Customer Needs…

…and to Purposefully Deliver the Desired Customer Experience







How Are These TouchPoints Connected To Each Other?








Purchase Data Customer Data

Individual Customer Specific Needs

Customer Understanding







Product Data Customer Data

Individual Customer Specific Needs

Customer Understanding

Customer “Experience”








Purposeful Management of Customer Experience

Question #1

What is the Customer Experience Your Organization is Trying to Deliver?


Purposeful Management of Customer Experience

It is not likely to be your corporate vision statement

“We will strive to be the best at everything we do, world-class, blah de blah, worldwide, integrated, not good but great , synergistic, top,

lowest cost, most fun place to work, blah de blah, our people are our greatest asset and we believe in mom’s apple pie, diversity, kittens and

we’ll do it all by the end of next year when we will write a new one”

What Is Your Customer Experience Intent?


A description of the customer experience contains the experiential and emotional elements that have been

chosen for delivery…

…written in a way that is easily understood, inspiring and measurable.



Do you know?Is it clear?

Is it written down?



Do you know?Is it clear?

Is it written down?

If you don’t know the answer to this, your employees don’t either and everyone will make up their own versions of the customer experience…all

subtly different.



Without this, how can you expect

your IT staff, your vendors or your

employees to understand the

customer experience they are

supposed to deliver?


The “Britney Spears” Experience

…or


Without this, how can you expect

your IT staff, your vendors or your

employees to understand the

customer experience they are

supposed to deliver?

20 “Arriving Moments” in 24 hours Per Guest605 Rooms in the Hotel

80% Occupancy in the Hotel1.5 Guests Per Room

365 Days A Year


Moment’s of Experience Creation

20 “Arriving Moments” in 24 hours Per Guest605 Rooms in the Hotel

80% Occupancy in the Hotel1.5 Guests Per Room

365 Days A Year


Moment’s of Experience Creation

5,088,100 Opportunities to Deliver the Experience


Awareness Knowledge Consideration Purchase Closing Plan Vacation

Vacation

Purposeful TouchPoint Management of Customer Experience



Vacation


A transaction of some kind occurs….



Vacation




Vacation


Low Emotion

High Emotion


Low Emotion

High Emotion


Vacation




FunctionalTransactions

An interaction for the primary purpose of a tangible/ actionable outcome or

confirmation of an action.

An interaction for the primary purpose of generating an emotional response or to

further an existing relationship.

Emotional Transactions

An interaction that while functional in nature also

elicits an emotional response.

BlendedTransactions

Low Emotion

High Emotion

Awareness Knowledge Consideration Purchase Closing Vacation


Low Emotion

High Emotion


Vacation


FunctionalTransactions

An interaction for the primary purpose of a tangible/ actionable outcome or

confirmation of an action.

An interaction for the primary purpose of generating an emotional response or to

further an existing relationship.

Emotional Transactions

An interaction that while functional in nature also

elicits an emotional response.

BlendedTransactions


Low Emotion

High Emotion


Vacation


1. Which of these TouchPoints are primarily functional?2. Which are emotional?


Low Emotion

High Emotion


Vacation


1. Which of these TouchPoints are primarily functional?2. Which are emotional?3. Where is there opportunity to add emotional

connection?


Stimulating Senses and Emotions Purposefully

Sight

Sound

Taste

Touch Smell


• Opened in 2008

• Over $50,000,000 in Development Costs

• Major Brand Name




This is the view(and the smell)

from here!



Your room is here!



Your room is here!

Your internet “access code” is

here!



Your room is here!

And so are the luggage carts!


Customers are no longer just buying goods -- they are buying experience

and story too!


Icebreaker, a New Zealand clothing company

specializing in merino wool garments openly show

customers its commitment to sustainability and

environmental friendly practice. Each garment now

sports a "baa code" - a number that retailers and

consumers can input at Icebreaker.com to see how

the garment was made from start to finish.

Baa Code


Low Emotion

High Emotion


Vacation


Who is responsible for the whole?


Seeing The Forest


They Are Already Inside and They Are Waiting For You!

Dear Lauren,

I’m sorry I worried you. I missed you very much. When I was

under the chair where you hid me, I saw you leave and I

was sad. Kretja found me and brought me to a place where

other blankets and dolls go when they get left behind. They

introduced me to all the other lost items but I said I wanted

to go home.

Now, I am back home with you, where I belong. I love you.

- Your Red Blanket

Kretja SpeharHousekeeping

Attendant


“my brother just called and I don’t want to be here”

They Are Already Inside and They Are Waiting For You!


Almost Finally…Eight Killer Questions To Ask Yourself…

1. Has the customer experience you want delivered been articulated across your organization?



2. Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?





3. Do you hire customer facing employees who have the ability to act, role-play and improvise?






4. Do you train your customer-facing employees in how to evoke specific emotions in customers?







5. Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?








6. Is the human/machine customer dialogue balanced?









7. Do you know your customer’s expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded?









7. Do you know your customer’s expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded?

8. Is there a group, comprised of representatives from all functions, that have been given the responsibility for owning the sensory customer experience?


Last…maintain a healthy dose of humor...

“When a cat is dropped, it always lands on its feet, and when toast is dropped, it always lands with the buttered side facing down.

Last…maintain a healthy dose of humor...

“When a cat is dropped, it always lands on its feet, and when toast is dropped, it always lands with the buttered side facing down.

We propose to strap buttered toast to the back of a cat; the two will hover,spinning inches above the ground.

With a giant buttered-cat array, a high speed monorail could easily link the major cities of North America and ease our dependence upon foreign oil.”

- excerpted from the 2009 Congressional Economic Stimulus Package

Thank you…..

BlueSpaceConsulting.com

Roy Barnes

“unleashing possibility”

321-388-6985

Documents

Customer Experience is the Differentiator Roy Barnes