Customer Experience Design

Mathieu Dhondt

Maya Angelou

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

In a world saturated with largely undifferentiated goods and

services,the greatest opportunity for

value creation resides in staging experiences.

90% Marketing leaders believe they will be competing on customer experience only

80% companies say they deliver “superior” customer service

8% of customers think these same companies deliver "superior" customer service

The little, banal things (want to)

tell us something

There is a purpose. Touchpoints are themed.

“Traditional Frenchsimplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”

Themes communicated spontaneously

“Traditional French simplicity”“Time slows”“Conversation”“Honest ingredients”“My new café”

Themes communicated spontaneously

There is a purpose. Touchpoints are themed.

Purpose (themes) is derived from the brand.

Furniture with maximum value (design & function) at lowest cost (customer is ready to

do a little bit of work herself)

“We do our part, you do yours”

A satisfied client is worth 10 times more than any other type of client

“We continuously aim for maximum client satisfaction”

Our customers must always feel at home and enjoy a personal service

Our business relationships are personal relationships

When entering data, teller also has to enter color of the customer’s eyes.

Turning purpose into process

Map out customer

touchpoints & journeys

Customer Journey ModelTV commercial

Billboarding

Google Adwords

Facebook

Banners

Websites

Mobile apps

Digital brochures

Phone

Offer

DeliveryDirect mail

Showroom

Reviews

Pinterest

Websites

Car configuratorForms

Test drive

Define brand identity &

personality

Create 3 – 5 themes around

your brand

Themes

These guys are serious about my online privacy

I feel like I got the best deal on the market

I got the best possible service on the market.

They show me how, and I do my part

How does someone feel after interacting with the brand?

Infuse touchpoints with

themes

These guys are serious about my online privacy

I feel like I got the best deal on the market

I got the best possible service on the market.

“Your call is important to us. Please continue to hold.”

=

Weed out the frustrations

first

Radically adopt the customer perspective

We tend to overvalue the things we can (easily) measure and undervalue the things we (think we) cannot.

― John Hayes

Measuring

Less frustration?

Are people experiencing us the way we want

them to?

Are our themes and our purpose

clear?

Across touchpoints and

journey

Brand personalityIf our company were to be described as a person, what would its major personality trait be?

% unaided correct response

Theme (unassisted) What does doing business with us feel like?

% unaided correct response

Theme (assisted) Would you say we take customer service as our top priority? % that says “yes”

EffortWhen opening an account, how much effort did you personally have to put forth?

Customer Effort Score (1-5)

Touchpoint / Theme When opening an account, did you feel helpless at any moment? % that says “no”

Brand (NPS)On a scale of 1-10, how likely would you be to recommend us to a friend or colleague?

Net promotor score

Recap

#1More than anything

else, true value resides in

experience

#2Design for the experience by infusing

touchpoints with your brand by defining the right

themes

#3Weed out

frustrations first

(and then eat candy)

#4The funnel is only a small part of the experience

#5Organise for

CXD by adopting radical

customer-centricity

#6Think of what you want to achieve

(before thinking of how you will measure it)

“A change in purpose changes a system profoundly, even if every element and interconnection remains the same.”-- Donella H. Meadows

Purposefully design for the

experience NOW Your customers will love you for

it(and the competition will hate

you)