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
LEARNING CX SERIES
FEBRUARY 16. 2022
Source: Ana Domp
Where is the
emergency room ?
CLOSE YOUR EYES …
… think about the last time you had
a remarkably good experience
with a product or service.
What made it so great ?
Context & Focus
“Bakery Experiences – First class by nature”
»YOU CAN NOT
(nor bake them)
DESIGN FOR EXPERIENCES
You can support good experiences
by providing (service through) solutions designed
to make customers feel smarter and to keep their flow.
“Opening Times: Closed on Mondays, Closed Today”
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
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
Crappy pens can deteriorate
an entire customer experience
Taking care of
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 «
slippery when wet (or soapy)
– therefore unusable
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”
“Please don’t touch”
Offering it at first
& than saying ›NO‹
Source: @BennoLoewenberg aft. Andreas Koch
“A bad service digitalized,
becomes an even worse service.”
Source: Ted Goff
“Shadow spot for dogs”
in a big customer segment
useful service &
“Cardboard boxes at your disposal.
Pls. help yourself, see you soon …”
COMPLETE SERVICE Only possible, when ALL
departments work together
Source: John Deere – InSight
From tractors to
360° farming services
Products become physical instances of services.
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.
Source: World Food Programme
WHEN WFP THINKS OF FOOD DELIVERY …
WHEN YOU THINK OF FOOD DELIVERY …
Context & focus: convenience
Context & focus: survival
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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