ESCAPING    THE ASSUMPTIONS TRAP  CX FESTIVAL SEPTEMBER 5. 2024 @BENNOLOEWENBERG for CX

AI generated image THE LOST COMPASS  AN ESCAPE “GAMEWORK” FOR CX/UX @BENNOLOEWENBERG Beach Edition

“ We know our customers, research will only slow us down !” Source: internal stakeholder

“ AI will solve it (all) !” Source: internal stakeholder

  CX IS THE LIGHTHOUSE IN COMPETITION    BUT …  CX quality is on a decline and tech/AI won’t stop it CXers are increasingly time- & budget-constrained … while customer expectations rise Sources: Forrester CX Index, CCW Digital, iBusiness, Payhawk, Erkens

  LET’S DIVE IN …  AI generated image

AI generated image LOADING PERSPECTIVE … 

YOU WORKING   WITH NON-CX TEAMS  AI-generated image (execpt the hands :-)

  WHAT TEAMS SUFFER FROM  High pressure to act on teams, that effect CX (e. g. product, marketing, finance/treasury) Tendency to work based on unevaluated assumptions

  WHAT THEY WANT FROM YOU  Offer new perspectives Challenge assumptions Help to focus on customer needs … quickly Sources: Maister, Green & Galford; Garman (AWS)

  … & GUIDE THEM THROUGH THE PROCESS  CHALLENGE OUTCOME Graphic: Benno Lœwenberg

  ASSUMPTIONS AT EVERY STEP  CHALLENGE OUTCOME Customers Value Interactions Market Experience Graphic: Benno Lœwenberg

Escape room #1 AI generated image   LET’S ENTER ONE BLACK BOX… 

ASSUMPTIONS ON ASSUMPTIONS  Escape room #1 AI generated image

AI generated image LOADING SCENARIO … 

CAPTURING CONJECTURES  Escape room #1 AI generated image island Fata morgana !

current customer behaviour target customer behaviour   THE CHASM  what do we need to envision and enable that supports this behaviour change Escape island #1

  TEAMS FEEL   Escape island #1 AI generated image

Getting caught up chasing big ideas based on blurry assumptions without evaluation or validation Actionism and jumping to habitual tactics Aiming just for “awareness” rather than customer needs or behaviour change (esp. marketing teams) …   COMMON HURDLES FOR TEAMS   Escape island #1

HELP THE TEAM    TO ESCAPE WITH Escape island #1 AI-generated image (execpt the hands :-) CX

You have only very limited time to help the team escaping the assumptions trap, before they have to decide about their next step …   THE TIDE IS RISING …  Escape island #1

Escape island #1 AI generated image   LET’S START … 

“ Improve my health while achieving professional goals, without sacrificing one for the other .” AI generated images Escape island #1

Personality Type Implusive influential, enthusiastic, inspiring Personality Type Performer dominant, determined, visionary Escape island #1 AI generated image

Customer Desire Fun Need for positive experiences, en- tertainment, and lightness. Promotes engagement and well-being through intrinsic motivation. implusive emotional Customer Desire Control Longing to actively influence situations. Promotes auto- nomy, self-determination, and self-efficacy. Performer emotional Customer Desire Innovation Enthusiasm for fresh ideas and forward-thinking solutions. Drives personal develop- ment and progress. impulsive rational Customer Desire Efficiency Achieving goals with mini- mal input and maximum impact. Optimizing proces- ses and resource use. Performer rational Escape island #1 AI generated image

AI generated images Escape island #1   BE BACK IN TIME ! 

current customer behaviour target customer behaviour   THE BRIDGE  this supports the behaviour change Escape island #1 Personality Type Implusive influential, enthusiastic, inspiring Customer Desire Innovation Enthusiasm for fresh ideas and forward-thinking solutions. Drives personal development and progress. impulsive rational Behaviour Pattern IKEA-Effect Increased valuation of out- puts, ideas, or processes that one has personally contributed to or created Impulsive rational Driver/Barrier Endowment Effect Overvaluing things one owns. Makes it difficult to accept changes. barrier IKEA-Effect Trigger/Intervention Salience of consequences Highlighting the conse- quences of behavior. Enhances awareness of long-term impacts. framing attractive IKEA-Effect you just played with these pattern cards :-)

This modular approach enables: + acknowledging dynamic and hereogeneous nature of customer goals, contexts, and needs + medium to long-term outlook on viability and susystainability of benefits … and have greater CX impact (while saving time)   USING BEHAVIOUR AS LENS 

  MORE ASSUMPTION TRAPS …  CHALLENGE OUTCOME Graphic: Benno Lœwenberg

  THE BENNO BOX  to the rescue AI generated image

  THE BENNO BOX  repertoire level CHALLENGE OUTCOME METHODS BANK PATTERNS BANK METRICS BANK Graphic: Benno Lœwenberg the cards we used are the easy access to it

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CHALLENGE OUTCOME EXPERT GUIDANCE METHODS BANK WORK- SHOPS PLAY- BOOKS PATTERNS BANK METRICS BANK Graphic: Benno Lœwenberg  THE   BENNO   BOX  enablement level hands-on know-how made accessible to all

CHALLENGE OUTCOME EXPERT GUIDANCE METHODS BANK WORK- SHOPS PLAY- BOOKS PATTERNS BANK METRICS BANK Graphic: Benno Lœwenberg SYSTEMS THINKING DATA + AI  THE   BENNO   BOX  strategic level to get to a whole new level of CX

LET’S FIND COMPASSES  TO YOUR EXPERIENCE WHAT OTHER TRAPS YOUR TEAMS NEED HELP TO ASCAPE FROM ? AI generated image

 @BENNOLOEWENBERG  CX & INNOVATION STRATEGY WORKSHOP FACILITATION AI-enhanced