Customer Experience is Becoming Branding, and Other Lessons

presented by Okang Ashiwel Ochui at the usable meetup in Lagos, Nigeria.

Transcript

1. Okang Ashiwel Ochui O. Ashiwel Ochui Usable.NG | 31.06.2018 Marketing Manager, Brand Designer, Customer Experience Consultant, and expert-level Pizza consumer. Aspiring Instagram Honey. hey_ashiwel hey_ashiwel linkedin.com/in/ashiwel ashiwel.com
2. Customer Experience is Becoming Branding, and Other Lessons. O. Ashiwel Ochui Usable.NG | 31.06.2018
3. O . A S H I W E L O C H U I “Aggressive neighbors” “Keep up the good work guys. You are realy professional. Filled up with young tallent and wild ideas!” 3 #1. How Did We Get Here? #1. How Did We Get Here? “Keep up the good work guys. You are realy professional. Filled up with young tallent and wild ideas!” “89% of customers will stop doing business with a company after a single poor customer experience.” Facts & Figures. 1. “It takes 12 positive experiences to make up for one unresolved negative experience.” 3. Absence of feedback is not evidence of satisfaction. “For every customer who bothers to complain, 26 others remain silent.” 2. “A dissatisfied customer will tell around 9 to 15 people of their experience. Around 13% tell more than 20 people.” 4. Usable.NG | 31062018@lag.ng Paul Boag - User Experience Revolution White House Office of Consumer Affairs Ruby Newel-Legner - Understanding Customers White House Office of Consumer Affairs
4. O . A S H I W E L O C H U I “Aggressive neighbors” “Keep up the good work guys. You are realy professional. Filled up with young tallent and wild ideas!” 4 #1. How Did We Get Here? #1. How Did We Get Here? “Keep up the good work guys. You are realy professional. Filled up with young tallent and wild ideas!” “9 out of customers expect to receive a consistent experience over multiple contact channels.” Facts & Figures. 5. “72% of people blame their bad customer service experience on having to explain their problem to multiple people.” 7. 80% of companies say they deliver "superior" customer service but only 8% of people think these same companies deliver "superior" customer service. 6. 86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations. 8. Usable.NG | 31062018@lag.ng Synthetix Forrester Ruby Newel-Legner - Understanding Customers CEI Survey
5. Branding was “originally a way of ensuring your cattle didn’t get rustled by aggressive neighbors.” - Hector Pottie 5 #1. How Did We Get Here? Usable.NG | 31062018@lag.ng The original meaning of the word is derived from the Old Norse word 'brandr', meaning 'to burn’, and traceable to about 2,700 BC. O . A S H I W E L O C H U I How did we get here: “Aggressive neighbors”
6. How did we get here: “Aggressive neighbors” This was the age of identity, where the purpose of a brand was simply to serve as an identifier; as a mark of ownership, trust, and quality. 6 #1. How Did We Get Here? Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I
7. 7 #1. How Did We Get Here? Usable.NG | 31062018@lag.ng And then we moved on to the age of value, where brands sought to be more useful to consumers offering value beyond the product itself. In this age, brands became valuable business assets. O . A S H I W E L O C H U I How did we get here: “Aggressive neighbors”
8. 8 #1. How Did We Get Here? Usable.NG | 31062018@lag.ng And from that age, we moved into the age of experience, where the brand is no longer just an identity, or identifier, or value-adding business asset. It is also now primarily an experience. O . A S H I W E L O C H U I How did we get here: “Aggressive neighbors”
9. Lesson 1: If brands are now defined by the experiences they provide, then Customer Experience is becoming branding. 9 Lesson 1: Customer experience is becoming branding. O . A S H I W E L O C H U I Usable.NG | 31062018@lag.ng
10. 10 #2. But what is customer experience? Usable.NG | 31062018@lag.ng Customer experience includes a customer’s perception of a company, a customer’s interaction with a company, and a customer’s recollection of that entire process, from start to finish, at all touch points. - Selwa Luke O . A S H I W E L O C H U I But what is customer experience?
11. 11 #2. But what is customer experience? Usable.NG | 31062018@lag.ng A customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. O . A S H I W E L O C H U I But what is customer experience?
12. 12 #2. But what is customer experience? Usable.NG | 31062018@lag.ng • Customer experience is not always a rational experience. • Over 50% of customer experiences are subconscious, or based on how a customer feels. • A customer experience encompasses both the ‘what,’ and the ‘how.’ • And importantly, it is about how the customer consciously and subconsciously perceives their experience. O . A S H I W E L O C H U I But what is customer experience?
13. Customer experience is the sum of everything we put our customers through when they decide to do business with us. 13 O . A S H I W E L O C H U I #2. But what is customer experience? Usable.NG | 31062018@lag.ng
14. 14 #2. But what is customer experience? Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I The relationship between CX and UX? Angus Deacon
15. 15 #2. But what is customer experience? Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I The relationship between CX and UX? Brightlabs UX deals with product interactions; how users interact with and react to specific products CX deals with the design and management of interactions across the entire user journey Service Design also focuses on the entire customer journey, but then it also designs the behind-the-scenes activities that enable those experiences to be delivered as planned
16. Lesson 2: The experience is a whole. Everything must work together or it all fails. 16 Lesson 2: The experience is a whole. O . A S H I W E L O C H U I Usable.NG | 31062018@lag.ng
17. 17 #3. The experience is a whole? Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I The experience is a whole. A failure of experience can often be traced to either a failure of people, systems, or processes or any combination of them. What that means is that we must also design experiences across those platforms in order to maintain a cohesive experience.
18. ‘We think of ourselves as Memory Makers.’ 18 O . A S H I W E L O C H U I #3. The experience is a whole. Usable.NG | 31062018@lag.ng - Claire Cronin, CMO, Virgin Atlantic.
19. 19 #3. The experience is a whole. Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I The experience is a whole. When any part of the experience breaks down, that is usually the thing that customers take away from their experience.
20. Lesson 3: Good experiences are becoming commodities. To overcome this obstacle, we must design for emotional responses. 20 Lesson 3: Design for an emotional response. O . A S H I W E L O C H U I Usable.NG | 31062018@lag.ng
21. 21 #4. Design for an emotional response. Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Design for an emotional response. I’d rather hurt than feel nothing at all. - Lady Antebellum
22. 22 #4. Design for an emotional response. Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Design for an emotional response. People are choosing experiences over things because they want to feel. If customers had to choose between “useful”, and “useful and enjoyable”, they will pick useful and enjoyable every single time.
23. 23 #4. Design for an emotional response. Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Design for an emotional response. 1. Maslow’s Hierarchy of Human Needs, 1943 1. Maslow’s Hierarchy of Human Needs Maslow believed that humans flourish when the top tier of needs are fulfilled. By mapping Maslow’s insights into human psychology over to interface design concepts, we can get a better understanding of the way our audience works . Frequently Missing Aarron Walter
24. Paperplanes.world 24 Lesson 3: Design for an emotional response. O . A S H I W E L O C H U I Usable.NG | 31062018@lag.ng
25. 25 #4. Design for an emotional response. Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Don Norman's Three Levels of Design. According to Norman, the emotional system consists of three different, yet interconnected levels, and each of them influences our experience of the world in a particular way. The three levels are visceral, behavioral, and reflective.
26. 26 Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Don Norman's Three Levels of Design. Visceral Design is concerned with appearances and how the perceptible qualities of the product or service make the user feel. #4. Design for an emotional response.
27. 27 Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Don Norman's Three Levels of Design. Behavioral Design more often referred to as usability, deals with the pleasure and effectiveness of use. #4. Design for an emotional response.
28. 28 Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Don Norman's Three Levels of Design. Reflective Design is the highest level of emotional design. It asks: “Can I tell a story about it? Does it appeal to my self- image, to my pride?” Reflective design deals with how it reflects upon us to own and use a product or service. #4. Design for an emotional response.
29. 29 #4. Design for an emotional response. Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I Don Norman's Three Levels of Design. When all three emotional levels combine in a product or service, they create a customer experience moat around the product or service that keeps the competition at bay.
30. Lesson 4: Because people evolve, the experiences we create will need to evolve too. 30 Lesson 4: People evolve, experiences will need to evolve too. O . A S H I W E L O C H U I Usable.NG | 31062018@lag.ng
31. 31 O . A S H I W E L O C H U I Exhibit 1: Why experiences must evolve
32. 32 #5. People evolve, experiences will need to evolve too. Usable.NG | 31062018@lag.ng O . A S H I W E L O C H U I People evolve, experiences will need to evolve too. Customers...are divinely discontent. Their expectations are never static — they go up. It’s human nature.- Jeff Bezos
33. Owning the customer relationship by means of delivering a superior experience is how these companies became dominant, and, when they fall, it will be because consumers deserted them, either because the companies lost control of the user experience (a danger for Facebook and Google), or because a paradigm shift made new experiences matter more (a danger for Google and Apple). 33 O . A S H I W E L O C H U I #5. People evolve, experiences will need to evolve too. Usable.NG | 31062018@lag.ng - Ben Thompson, Stratechery
34. Lesson 5: The only way to keep up is to never stop learning, especially from seemingly unrelated or irrelevant sources. 34 Lesson 5: Never stop learning. O . A S H I W E L O C H U I Usable.NG | 31062018@lag.ng
35. O . A S H I W E L O C H U I “Aggressive neighbors” “Keep up the good work guys. You are realy professional. Filled up with young tallent and wild ideas!” 35 #1. How Did We Get Here? #1. How Did We Get Here? “Keep up the good work guys. You are realy professional. Filled up with young tallent and wild ideas!” If brands are now defined by the experiences they provide, then Customer Experience is becoming branding. Summary. 1. Usable.NG | 31062018@lag.ng Good experiences are becoming commodities. To overcome this obstacle, we must design for emotional responses. 3. The only way to keep up is to never stop learning, especially from seemingly unrelated or irrelevant sources. 5. The experience is a whole. Everything must work together because if one part fails, everything fails. 2. Because people evolve, the experiences we create and the experiences they expect will need to evolve too. 4.
36. Thank you :-) 36 Customer Experience is Becoming Branding, and Other Lessons. Usable.NG | 31.06.2018 O . A S H I W E L O C H U I