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
   

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2. Source: Ana Domp
   Where is the
   emergency room ?
   (»Urgencias«)
   

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3. @BennoLoewenberg
   Photo: @BennoLoewenberg
   

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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 ?
   

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5. BUSINESS MARKET
   CUSTOMER
   OFFERING CX
   Graphic: @BennoLoewenberg
   Value &
   Interactions
   Context & Focus
   

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6. @BennoLoewenberg
   Photo: @BennoLoewenberg
    “Bakery Experiences – First class by nature” 
   

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7. @BennoLoewenberg
     »YOU CAN NOT 
       DESIGN EXPERIENCES« 
   (nor bake them)
   

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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.
   

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9. @BennoLoewenberg
   Photo: @BennoLoewenberg
     “Opening Times: Closed on Mondays, Closed Today” 
   

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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
    

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11. @BennoLoewenberg
    Source: Huggies
    

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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
    

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13. @BennoLoewenberg
    Photo: @BennoLoewenberg
    Crappy pens can deteriorate
    an entire customer experience
    

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14. Photo: @BennoLoewenberg
    Taking care of
    crucial details
    helps improving
    the experience
    

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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 «
    

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16. @BennoLoewenberg
    Photo: @BennoLoewenberg
    slippery when wet (or soapy)
    – therefore unusable
    

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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”
    

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18. @BennoLoewenberg
    Photo: @BennoLoewenberg
     “Please don’t touch” 
    Offering it at first
    & than saying ›NO‹
    

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19. Source: @BennoLoewenberg aft. Andreas Koch
      CUSTOMER EXPECTATIONS 
    “A bad service digitalized,
    becomes an even worse service.”
    

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20. @BennoLoewenberg
    Source: Ted Goff
     ATTITUDE 
    

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21. @BennoLoewenberg
    Photo: @BennoLoewenberg
     ATTITUDE 
    

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22. @BennoLoewenberg
    Photo: @BennoLoewenberg
     ATTENTION 
      “Shadow spot for dogs” 
    fresh water!
    Fostering loyalty
    in a big customer segment
    

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23. @BennoLoewenberg
    Photo: @BennoLoewenberg
     ASSISTANCE 
      “Magnifying lens” 
    useful service &
    trust-building signal
    

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24. @BennoLoewenberg
    Photo: @BennoLoewenberg
     FACILITATION 
    turning
    trash
    into
    service
      “Cardboard boxes at your disposal.
    Pls. help yourself, see you soon …” 
    

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25. @BennoLoewenberg
      COMPLETE SERVICE  Only possible, when ALL
    departments work together
    

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26. @BennoLoewenberg
    Source: John Deere – InSight
      PRODUCT-SERVICE SYSTEM 
    From tractors to
    360° farming services
    

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27. @BennoLoewenberg
      PERCEPTION SHIFT 
    Products become physical instances of services.
    

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28. @BennoLoewenberg
    Photo: @BennoLoewenberg
      MANY FACETTES 
    

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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.
    

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30. @BennoLoewenberg
    Source: World Food Programme
      WHEN WFP THINKS OF FOOD DELIVERY … 
      WHEN YOU THINK OF FOOD DELIVERY … 
    Context & focus: convenience
    Context & focus: survival
    

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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 !
    

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32.   BENNOLOEWENBERG 
     LINKEDIN / TWITTER
      @
    

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