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How clients and agencies can work together to improve the customer experience. Presented by Peyton Lindley, Executive Director, Experience Design at EffectiveUI, and Suzanne Hamill, VP of Interactive Design at Fidelity Investments, at Forrester Consumer Forum 2011.
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Relationships for the Customer Experience Age:Lessons From the Field
Peyton Lindley - Executive Director, Experience Design. @telegrammatic
#effectiveui@effectiveui
Suzanne Hamill - VP, Interactive DesignChris Whitlock - Executive Creative Director
Monday, October 31, 2011
What We’re Working On(And Why)
Monday, October 31, 2011
Why Are We Here?
Monday, October 31, 2011
On Client-Agency Relationships:
Monday, October 31, 2011
On Client-Agency Relationships:
Client -
Monday, October 31, 2011
relationship (n.)
the way in which two or more people or organizations regard and behave toward each other
Monday, October 31, 2011
IS IT LIKE THIS?
“Well Established Brand Seeks Hot Agency.”
Monday, October 31, 2011
OR LIKE THIS?
“Can’t We All Just Get Along?”
Monday, October 31, 2011
What’s The Cost of a Bad Relationship?
Monday, October 31, 2011
Monday, October 31, 2011
“Help! My client is texting me!”
Monday, October 31, 2011
“Help! My client is texting me!”
Monday, October 31, 2011
Ask:
“How are we working?”in addition to...“What are we working on?”
Monday, October 31, 2011
The “agency” model is changing.
Monday, October 31, 2011
Not too long ago...
Monday, October 31, 2011
So Where Is The Model Headed?
Monday, October 31, 2011
EXTERNAL: NEW MODELS
CLIENT AGENCY CUSTOMER
“One-Way Communication”
Monday, October 31, 2011
EXTERNAL: NEW MODELS
CLIENT
AGENCY
CUSTOMER
“Communication & Interpretation”
Monday, October 31, 2011
INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
“BLACK BOX” APPROACH
CUSTOMER INSIGHT
[ANALYSIS & SYNTHESIS]
RESULTS&
FINDINGS
MYSTERIOUS AND WONDERFUL THINGS HAPPEN HERE
Monday, October 31, 2011
INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
“BLACK BOX” APPROACH
CUSTOMER INSIGHT
[ANALYSIS & SYNTHESIS]
RESULTS&
FINDINGS
Workshop #1 Workshop #2
CO-CREATEDAPPROACH
CUSTOMER INSIGHT
CustomerNeeds
Framework
RESULTS&
FINDINGS
MYSTERIOUS AND WONDERFUL THINGS HAPPEN HERE
Monday, October 31, 2011
So how do you changethe conversation?
Monday, October 31, 2011
Revolution (n.) --
a dramatic and wide-reaching change in the way something works or is organized or in people's ideas about it
Monday, October 31, 2011
THIS KIND OF REVOLUTION?
Monday, October 31, 2011
OR THIS KIND?
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frameworks for dialog
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frameworks for dialog
“helps me be strategic”
“helps me make decisions”
“helps me plug & chug”
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so what have we learned?
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space matters.
Monday, October 31, 2011
space matters.
Monday, October 31, 2011
space matters.
Monday, October 31, 2011
space matters.
Monday, October 31, 2011
space matters.
Monday, October 31, 2011
facilitate, don’t dictate.
Monday, October 31, 2011
co-creation and collaboration: “one team”
Monday, October 31, 2011
leading by doing.
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have the right people [participating].
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don’t wait for a meeting.
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how can we make this sustainable?
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VISUAL DESIGN
DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
Monday, October 31, 2011
PROBLEMDEFINITION
VISUAL DESIGN
DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
Monday, October 31, 2011
DESIGN FACILITATION
PROBLEMDEFINITION
VISUAL DESIGN
DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
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thank you. questions?
Monday, October 31, 2011
