Customer Experience made tangible (english) #learningCX

One of the main reasons why products, services and startups fail is ignoring the own customers.

Service increasingly becomes integral part and in some cases even main element of offerings. Deep understanding of customers enables to identify and optimize the crucial details to turn into significant improvements for business and customer.

This entertaining and insightful talk illustrates that by using real-life examples. It serves as introduction into a core apsect of customer-centricity: appreciation for good customer experiences.

#CustomerCentricity, #CustomerExperience, #CX, #ExperienceDesign, #ServiceDesign #learningCX

Transcript

1.   CUSTOMER EXPERIENCE  LEARNING CX SERIES FEBRUARY 16. 2022 @BENNOLOEWENBERG
2. Source: Ana Domp Where is the emergency room ? (»Urgencias«)
3. @BennoLoewenberg Photo: @BennoLoewenberg
4. @BennoLoewenberg   CLOSE YOUR EYES …   … think about the last time you had a remarkably good experience with a product or service. What made it so great ?
5. BUSINESS MARKET CUSTOMER OFFERING CX Graphic: @BennoLoewenberg Value & Interactions Context & Focus
6. @BennoLoewenberg Photo: @BennoLoewenberg  “Bakery Experiences – First class by nature” 
7. @BennoLoewenberg   »YOU CAN NOT      DESIGN EXPERIENCES«  (nor bake them)
8. @BennoLoewenberg  DESIGN FOR EXPERIENCES  You can support good experiences by providing (service through) solutions designed to make customers feel smarter and to keep their flow.
9. @BennoLoewenberg Photo: @BennoLoewenberg   “Opening Times: Closed on Mondays, Closed Today” 
10.   CUSTOMER PERSPECTIVE  1. What is this ? 2. Do I trust you ? 3. What are you offering me ? and if it passed the ›moment of truth‹ positively: 4. How do I get it ? Source: Seth Godin
11. @BennoLoewenberg Source: Huggies
12.   DON’T LOVE THE SOLUTION  »Success is not delivering a feature; success is learning how to solve the customers problem« »Don’t try to find customers for your product,  instead find a product for your customers« Sourcen: Mark Cook & Seth Godin
13. @BennoLoewenberg Photo: @BennoLoewenberg Crappy pens can deteriorate an entire customer experience
14. Photo: @BennoLoewenberg Taking care of crucial details helps improving the experience
15. Sourcen: Charles Eames & Dieter Rams   DETAILS MAKE OR BREAK IT  »The details are not the details. They make the design « »Good design makes a product understandable and is thorough down to the last detail «
16. @BennoLoewenberg Photo: @BennoLoewenberg slippery when wet (or soapy) – therefore unusable
17. @BennoLoewenberg   EDGE CASES ARE THE NORM  “Real customers often struggle with ‘simple’ details; your solution must cover those scenarios or it will fail for them most of the time”
18. @BennoLoewenberg Photo: @BennoLoewenberg  “Please don’t touch”  Offering it at first & than saying ›NO‹
19. Source: @BennoLoewenberg aft. Andreas Koch   CUSTOMER EXPECTATIONS  “A bad service digitalized, becomes an even worse service.”
20. @BennoLoewenberg Source: Ted Goff  ATTITUDE 
21. @BennoLoewenberg Photo: @BennoLoewenberg  ATTITUDE 
22. @BennoLoewenberg Photo: @BennoLoewenberg  ATTENTION    “Shadow spot for dogs”  fresh water! Fostering loyalty in a big customer segment
23. @BennoLoewenberg Photo: @BennoLoewenberg  ASSISTANCE    “Magnifying lens”  useful service & trust-building signal
24. @BennoLoewenberg Photo: @BennoLoewenberg  FACILITATION  turning trash into service   “Cardboard boxes at your disposal. Pls. help yourself, see you soon …” 
25. @BennoLoewenberg   COMPLETE SERVICE  Only possible, when ALL departments work together
26. @BennoLoewenberg Source: John Deere – InSight   PRODUCT-SERVICE SYSTEM  From tractors to 360° farming services
27. @BennoLoewenberg   PERCEPTION SHIFT  Products become physical instances of services.
28. @BennoLoewenberg Photo: @BennoLoewenberg   MANY FACETTES 
29. @BennoLoewenberg   WALK IN YOUR CUSTOMER’S SHOES  Avoid stupid ideas and poor customer experiences through taking the customer’s perspective and her/his context into account.
30. @BennoLoewenberg Source: World Food Programme   WHEN WFP THINKS OF FOOD DELIVERY …    WHEN YOU THINK OF FOOD DELIVERY …  Context & focus: convenience Context & focus: survival
31. @BennoLoewenberg   CRUICIAL SUCCESS FACTOR  + Experience Design is Customer Service + Experience Design is Product Quality + Experience Design is Branding + Experience Design is Trust It is a means for business to stay viable !
32.   BENNOLOEWENBERG   LINKEDIN / TWITTER   @