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Dynamics Day 2017 Adelaide - Customer Experience Design
The document discusses becoming customer centric by designing customer experiences. It outlines a 6 step process: 1) Don't buy technology yet, 2) Set tangible goals, 3) Understand target customers through personas and journey mapping, 4) Build the customer journey, 5) Learn and adapt, 6) Make the customer experience an obsession. Key points are that most companies have an "inside out" view rather than considering the customer experience, and that customer experience design can lead to improvements like 20% growth in satisfaction and 20% reduction in churn.
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Dynamics Day 2017 Adelaide - Customer Experience Design
- 1. Becoming Customer CentricPresented by Kevin Miller
- 2. Agenda The Problem DesigningThe Customer Experience Why CX Design? Questions
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- 4. About me. Head ofDigital & Experience Design • Over 10 Years Designing Digital Products • Technical Background • User Experience • Customer Experience • Digital Strategy
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- 6. 80% of service companiesbelieve that they have a superior service proposition. 8% of customers agree Source: Bain Customer-Led Growth Diagnostic Questionnaire; Salmetrix.
- 7. We Have AnInside Out View. Not Outside In.
- 8. It Is TheCustomer Who Determines What Your Business Is. It’s Success. It’s Relevance. It’s Failure. What Your Business Thinks It Does, Doesn’t Matter.
- 9. What is itlike to experience your organisation?
- 10. We Think TheJourney Is This:
- 11. When It IsActually This:
- 12. It’s Time ToThink Differently.
- 13. Customer Experience (CX)Design.
- 14. Impact of CustomerJourney Led Transformation 10% Reduction in Cost to Serve 20% Growth in Customer Satisfaction 20% Uplift In Customer Conversion 20% Reduction In Customer Churn 10% Boost In Revenues From CLV 20% Decrease In Complaints McKinsey & Company
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- 16. To Improve TheCustomer Experience, You Need To Understand The Customer Experience.
- 17. Step 1 –Don’t Buy Any Technology. Yet…
- 18. Step 2 -Set Tangible Goals. No Fluff.
- 19. Step 2 -Set Tangible Goals. For Example: • Increase conversions by 15% • Reduce cost per acquisition (CPA) by 20% • Increase Customer Lifetime Value by 11% • Increase Net Promoter Score by 10%
- 20. Step 3 -Understand Your Target People.
- 21. Step 3 –Understand Your Customer Tools: • Persona Creation – Qualitative & Quantitative Data • Customer Journey Mapping & Interpretation
- 22. Personas • Creates EmpathyIn Our Thinking • Allows a ‘Co-Design’ Approach • Stops Us From Designing For Ourselves • Discover And Validate The ‘What’, How And Then Understand The ‘Why’.
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- 24. • Articulate thecustomer’s cross-channel experience • Captures what the customer is doing, thinking, and/or feeling throughout their engagement with the service offering. • Allows organisations greater influence. • Baselines the current state. 24 Customer Journey Map
- 25. Phase Customer Objective Awareness Organisational Objective The customer is becomingaware of your brand through many channels and is starting to consider you as a possible option. Become familiar and influence. Collect personal data. Consideration & Evaluation The customer is evaluating you against competitors, external factors, social expectations. Begin to utilise behaviour to have a personal discussion. Post-Purchase Customer requires further validation. Begins searching for complimentary products/services. Reinforce purchase, Suggest additional offerings, resolve conflict. Retention The customer is questioning your relevance to them and if they feel valued. Continue to provide relevant value and engagement. Purchase The customer has committed to purchase. Has preconceived expectations of purchase. Orchestrate perfect ‘moment of truth’.
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- 27. Step 4 -Build Their Journey.
- 28. Implementation • Build/Configure CRM& CMS To Support New Journey Requirements • Create Contextual Content (i.e. email, Web, etc.) That Addresses Each Feeling/Concern/Question For Each Stage. • Automate. • Create A Personalisation and Digital Strategy.
- 29. Step 5 -Learn & Adapt.
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- 34. Step 6 -Make It An Obsession.
- 35. What is itlike to experience your organisation?
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