How customer experience mapping will divide retail innovators and laggards

Innovation in retail. This year will be defining as the groundswell of customer focused thinking reaches implementation. This will create a significant divide between the innovators and the laggards. It’s make or break time. Using channel neutral thinking, this talk will outline how the basis for delivering connected experience, the foundation for innovation in retail, rests in effective customer mapping – before even considering service design.

presented by Robbie Robertson at Customer experience 2015

Transcript

1. How customer experience mapping will divide retail innovators & laggards May 2015 Customer Experience
2. 2 Customer Experience 2015, Melbourne Robbie Robertson Welcome Why are we speaking about Customer Experience?
3. 3 The landscape Our world is becoming complex beyond measure. Customer Experience 2015, Melbourne Robbie Robertson
4. 4 The landscape Our world is becoming complex beyond measure. Countries are becoming urbanised, city populations are growing by 65 million every year. Customer Experience 2015, Melbourne Robbie Robertson
5. 5 The landscape Our world is becoming complex beyond measure. Countries are becoming urbanised, city populations are growing by 65 million every year. By 2025 emerging economies will grow 75%faster than developed nations. Customer Experience 2015, Melbourne Robbie Robertson
6. 6 The landscape Our world is becoming complex beyond measure. Countries are becoming urbanised, city populations are growing by 65 million every year. By 2025 emerging economies will grow 75%faster than developed nations. The urban consumer class will account for a 150% increase in annual consumption in emerging markets from 2010 - 2030. Customer Experience 2015, Melbourne Robbie Robertson
7. 7 What are we working with? Our identity is becoming fragmented. me PERSONAL me-cosystem Customer Experience 2015, Melbourne Robbie Robertson
8. me PERSONAL me-cosystem WORD OF MOUTH WALK BY SEARCH ENGINE COLD CALL PRINTED ADVERT DIGITAL ADVERT DIRECT MAIL APP LIVE CHAT REVIEWS TWITTER INSTA -GRAM WORD PRESS TINDER PINTEREST FACEBOOK LINKEDIN YOU TUBE VIMEO TUMBLER STUMBLE UPON FLICKR BLOGGER EVENT BRITE IN STORE WEB LINK SALES PERSON EMAIL PROMO PROMO BAG POP-UP PACKAGING EVENT E-TICKETS AMAZON BROCHURE SKYPE HOME VISIT LOCATION PIN CARD PAYMENT PRESENT -ATION STORE VISIT CASH PAYMENT INFO POINT QIK EBAY PAYPAL LOYALTY PROGRAM PICASA CURATED SESSIONS PROMO GIFT CONSUL- TANT GOOGLE+ QR CODE BILLBOARD ADVERT PRODUCT ecosystem 8 What are we working with? Our products and services are super systems. Customer Experience 2015, Melbourne Robbie Robertson
9. 9 me PERSONAL me-cosystem WORD OF MOUTH WALK BY SEARCH ENGINE COLD CALL PRINTED ADVERT DIGITAL ADVERT DIRECT MAIL APP LIVE CHAT REVIEWS TWITTER INSTA -GRAM WORD PRESS TINDER PINTEREST FACEBOOK LINKEDIN YOU TUBE VIMEO TUMBLER STUMBLE UPON FLICKR BLOGGER EVENT BRITE IN STORE WEB LINK SALES PERSON EMAIL PROMO PROMO BAG POP-UP PACKAGING EVENT E-TICKETS AMAZON BROCHURE SKYPE HOME VISIT LOCATION PIN CARD PAYMENT PRESENT -ATION STORE VISIT CASH PAYMENT INFO POINT QIK EBAY PAYPAL LOYALTY PROGRAM PICASA CURATED SESSIONS PROMO GIFT CONSUL- TANT GOOGLE+ QR CODE BILLBOARD ADVERT PRODUCT ecosystem Board Of Directors Governing Bodies Com m unity Shareholders Employees CE O Branding Business Design Communication Design Design Research Digital Design Education Electrical Engineering Environments Design Healthcare Services Food Science Social Innovation Behavioural Science Systems Design Mechanical Engineering Software Engineering Industrial Design Interaction Design Organisational Design BUSINESS ecosystem What are we working with? Collective individuals are shaping businesses. Customer Experience 2015, Melbourne Robbie Robertson
10. 10 It’s about us We are moving from a social economic system that celebrates the individual IQ towards harnessing collective intelligence WEQ. me PERSONAL me-cosystem WORD OF MOUTH WALK BY SEARCH ENGINE COLD CALL PRINTED ADVERT DIGITAL ADVERT DIRECT MAIL APP LIVE CHAT REVIEWS TWITTER INSTA -GRAM WORD PRESS TINDER PINTEREST FACEBOOK LINKEDIN YOU TUBE VIMEO TUMBLER STUMBLE UPON FLICKR BLOGGER EVENT BRITE IN STORE WEB LINK SALES PERSON EMAIL PROMO PROMO BAG POP-UP PACKAGING EVENT E-TICKETS AMAZON BROCHURE SKYPE HOME VISIT LOCATION PIN CARD PAYMENT PRESENT -ATION STORE VISIT CASH PAYMENT INFO POINT QIK EBAY PAYPAL LOYALTY PROGRAM PICASA CURATED SESSIONS PROMO GIFT CONSUL- TANT GOOGLE+ QR CODE BILLBOARD ADVERT PRODUCT ecosystem Board Of Directors Governing Bodies Com m unity Shareholders Employees CE O Branding Business Design Communication Design Design Research Digital Design Education Electrical Engineering Environments Design Healthcare Services Food Science Social Innovation Behavioural Science Systems Design Mechanical Engineering Software Engineering Industrial Design Interaction Design Organisational Design BUSINESS ecosystem Customer Experience 2015, Melbourne Robbie Robertson
11. 11 Bottom up Industry leaders are realising the impact individuals are having on business relevance and market impact. Citizen & Markets Colleagues & Neighbours Family / Friends Individual Bottom up approach to community led development and market impact Customer Experience 2015, Melbourne Robbie Robertson
12. 12 Impact solutions The convergence of the customer and the company are critical. The rise of the co-creative consumer (prosumers) Customer Experience 2015, Melbourne Robbie Robertson $ Transactional Person Loyalty User Participant Audience Community
13. 13 Our every move can lead to an insight for global businesses to determine how they engage with us. = Insight led optimisation will drive the personalisation of experience. Data driven innovation Customer Experience 2015, Melbourne Robbie Robertson
14. This is the customer experience revolution CX 14 Customer Experience 2015, Melbourne Robbie Robertson
15. 15 How did we get here? Meet the FOCers Customer Experience 2015, Melbourne Robbie Robertson
16. 16 The issue Far too many of us still have our head in the sand. 84% of global executives believe innovation is extremely important. Only 6% are satisfied with their innovation performance. Customer Experience 2015, Melbourne Robbie Robertson
17. 17 The result Technology breakthroughs are speeding up. Evolve or cease to exist. Customer Experience 2015, Melbourne Robbie Robertson 1876 First phone call 1991 First website 2007 First iPhone 115 Years 16 Years
18. 18 Who wins? Businesses embracing paradigm shifts, consumer behaviour & customer experience are becoming stronger than ever. Customer Experience 2015, Melbourne Robbie Robertson
19. 19 How they are wining? Businesses embracing paradigm shifts, consumer behaviour & customer experience are becoming stronger than ever. Disruptive innovation Customer Experience 2015, Melbourne Robbie Robertson
20. 20 The internet of everything Our life, relationships, products, environments and services are merging in ways that will re-define how we experience the world in its entirety. Customer Experience 2015, Melbourne Robbie Robertson Everything
21. 21 The internet of everything 1 trillion objects are expected to connect to the Internet by 2025. Customer Experience 2015, Melbourne Robbie Robertson Everything
22. 22 The internet of everything How you respond to digital, physical, products, services and environment integration will make or break you in the age of customer experience. Customer Experience 2015, Melbourne Robbie Robertson Economic technological disruption - by 2025 Mobile internet $4 trillion - $11 trillion Automated knowledge work $5 trillion - $7 trillion Internet of Things $3 trillion - $6 trillion Everything
23. 23 Supremacy for good With our supreme powers as individuals we also desire to change the world, environmentally, socially, and economically. Customer Experience 2015, Melbourne Robbie Robertson
24. 24 Collaborative consumption People buy people. Customers buy trust. = collaborative experience Customer Experience 2015, Melbourne Robbie Robertson
25. 25 Experience innovation Product Process Environment Business model = profound customer experience design Customer Experience 2015, Melbourne Robbie Robertson Optimisation and seamless integration of customer interactions.
26. 26 What this looks like? Customer Experience Process Delivery Evolve Or risk extinction Customer Experience 2015, Melbourne Robbie Robertson Aspire Think big and bold Choose Smart aspirations Discover Insights that align with smart aspirations Strategic thinking
27. 27 What this looks like? Customer Experience Process Delivery Evolve Or risk extinction Customer Experience 2015, Melbourne Robbie Robertson Aspire Think big and bold Choose Smart aspirations Discover Insights that align with smart aspirations Strategic thinking Strategic delivery Accelerate Roadmap to market impact Scale Selective growth - live test your ides Extend Be the partner of choice Mobilise Go beyond the obvious insights
28. 28 Discover. Develop. Deliver. 1. Start your journey with a deep understanding of who your customer is. 2. Clarify what problem you are trying to solve. 3. What is your goal for this exercise? Discover Audit What are you looking for, what needs to be considered? START Desired outcomes Define Evaluate What does this mean for the customer and the business, what can we do to innovate? Develop Concept How will it work, how can we make it better? Deliver Implement Lets make it happen, lets build a business case around it. Conve rge Conve rge D iverge Au dit Develop Res earch Concept Defi ne Deli ver Eval uate Mea sure Customer Experience 2015, Melbourne Robbie Robertson
29. 29 Agile process map nt Customer Generated Content Business Generated Content Inform Experience Communications Segments Brand Physical people Needs Motivator Flows Comprehensive Usable Branded Useful Transactions Reactions Actions Inform Experience Customer Goals Stakholders Drivers learnings Projections Innovations Trends operations Competitors Commerciality Digital Behaviours Customer Insights CX Experience Strategy Business Potential Physical & Digital Brand Story Boarding Co-creation Workshops Custom er J ourney M apping Customer Research Customer Interviews Iden tity/Branding Stakeholder Interviews Discovery Workshop Retail S afaris Participatory Design Ideation Creative Direction Desi gned outcome Experience Outcome Prototype Testing Stakeholde r M apping Persona Mapping Customer Flow Marketing Business Research Requirements Gathering Service Roleplay Contextual Interviews Design Discovery Feasibility M atrix Develop Protot ype Refine Test Experience Informs Design Document Buil d Roll-out DISCOVER IMPLEMENT HYPOTHESIS DEVELOP What is the question? Customer Experience 2015, Melbourne Robbie Robertson
30. 30 Direct In Direct External Internal Employees Suppliers Government Designers Account Managers Community Retailers Developers Agencies Customers Examples of stakeholders Use this map to define and identify your project stakeholder network. As basic or as descriptive as you choose plot your projects stakeholders in relevant proximities on the map. What is your stakeholder ecosystem? Stakeholder mapping Customer Experience 2015, Melbourne Robbie Robertson TEMPLATE
31. 31 Stakeholder mapping 010 Nutricia - Audit Report - 2015 Core stakeholder groups Advice Retail Digital In-store Sales Directors Fi eld Team Managers Creative Agencies R etail Marketing Category Manag ers Store Owner Key A ccount Buyers Support Chan nels Medical Industry Bran d / M arketing Co les Woolworths Pharm ac y Pharmacy Shoppers Planner Parent Carer Tradition al Discount DA N O NE Customer Experience 2015, Melbourne Robbie Robertson EXAMPLE
32. 32 Who is your customer? Persona Card • • • • • • • • Sketch: Doodle scenario: Key Attribute: Describe your persona. Describe who he or she is in the context of the (future) service. What are his or her objectives, both rational and emotional? Be sure to use the characteristics that you indicated in the dimension poster. Attitude: Is your persona someone who figures everything out on his/her own, or not? (Draw in a happy face on the circle that represents your persona) Motivation De-motivation Do-it-yourself Advice seeker Delegator Name: Age: Occupation: Nationality: Marital status: Other: Quote: Customer Experience 2015, Melbourne Robbie Robertson TEMPLATE
33. 33 The persona 050 Nutricia - Audit Report - 2015 Persona analysis Traditional pharmacy shopper persona Doodle scenario: Key Attribute: Describe your persona. Describe who he or she is in the context of the (future) service. What are his or her objectives, both rational and emotional? Be sure to use the characteristics the you indicated in the dimension poster. Attitude: Is your persona someone who figures everything out on his/her own, or not? Motivation Demotivation Do-it-yourself Advice seeker Delegator Name: Angela Age: 32 Occupation: Head of sponsorship US Nationality: Australian Marital status: Married Other: Higher socio economic Quote: I’ve traveled, I am successful in my career, got married to a beautiful man, now its time to start a family. Sketch: 1 • I will do everything I can to achieve a successful healthy pregnancy • I am willing to invest in the best solutions + spend time researching for the right product • I want to feel in control of my pregnancy and pre-conception health to ensure a • healthy for my baby. I want to be the best I want quick results I don’t care about the price I associate pharmacy with quality, and I don’t mind paying more for it. I want professional advice to validate my research. I am time poor and I need clear and consistently delivered information. Blue mum trying to get pregnent I have been to a doctor for a pre-pregnancy check up, I was told that it would be benificial for me to take supplements untill im pregnent. I have done my own research but I know it world be worth my while to seek advice from the pharmacist about my pre selected brand choice. (destination shop) Customer Experience 2015, Melbourne Robbie Robertson EXAMPLE
34. 34 Observational analysis Emotional intelligence. Experience the mindset, behaviour and emotional state of your customers journey. e Builder Photo opportunity very good Angelina Ballerina Kit provided is good – but only for girls. Staff tells us 1 in 20 are boys who join in, so is there anything for them? Customer Experience 2015, Melbourne Robbie Robertson
35. 35 The customer journey DISCO VERY O N G O I NG C OM M U N I CAT ION EN G AGEMENT Customer Experience 2015, Melbourne Robbie Robertson The connected customer journey
36. Business: Customer: Business: Customer: General Context: Goals & Attitude: Notes: Persona What is this persona trying to do? Service profile: Phase one Discovery Phase two Role: Perceived brand values: D D D D D D D D D D D D P P P P P P P P P P P P Touch points / Actions: Is this a physical or digital touchpoint? Circle the channel (D P) that is representative of the action. Emotional Journey: Rate the emotional experience of your persona along this path for each touchpoint/action Insights and opportunities Great OK I get it Confused Difficult / Non existent +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 36 Journey Mapping Customer Experience 2015, Melbourne Robbie Robertson TEMPLATE
37. 37 Journey Mapping TAR Customer Journey 02 TAR Customer Journey Section one P1 - Discovery P2 - Getting there +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT I love ‘‘HELLO KITTY’’ General Context: I need something fun to do with my family during the holiday period. Goals & Attitude: I loved Hello Kitty growing up, this is something I think my whole family will enjoy. Notes: Quotes have been sourced from Trip Advisor and social media posts Decision makeover: Mother Persona Group A Emotional experience Channel 2 x ADULTS 2 x CHILDREN (3-16) Google search Look at transport options on It’s Playtime website Ask hotel information desk for fun activities to do Taxi Speak with staff at information desk in hotel Visit trip advisor Look on Google maps for best route Visit the Little Red Cube website Bus Ferry Visit it’s playtime! Malaysia website Look at ferry website Visit Puteri Harbor website Find directions on Little Red Cube website Is sent a mail out Arrive at ferry Search Social media Sees printed info pack in information kiosk Identify directional signage Visit Tourism sites Singapore Visit the Little Red Cube site Is recommended by a friend of family member Enter car park / driveway Identify building / logo / signage Find entrance DIGITAL PHYSICAL I am not quite sure what to search for There is not enough convincing information I am not familiar with this area, it’s not clear what the easiest way for a family to get here. Great OK I get it Confused Difficult / Non existent 03 TAR Customer Journey Section one +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND WHERE TO PAY FOR ACTIVITY PARKS - VISITS SHOPS - FAMILIARISE YOURSELF WITH BUILDING, AMENITIES AND ATTRACTION LOCATIONS P3 - Entering common area of the little red cube Emotional experience Opportunity Channel Pay at ticket counter Ticket station – self directed Photo station Identify empty shops Digital signage Little Red Cube entry point / common area Escalators Patrons greeted by staff Receive attraction information material and maps Identifies information signage DC Comics WC Toys ‘R Us Hello Kitty Town shop & Little Big Club Shop Little Red cube retail DIGITAL PHYSICAL $ I’m confused about where to go This is not exciting and it’s too hot I feel this has been poorly delivered and too expensive Unappealing Ok but my kids can’t reach anything Great OK I get it Confused Difficult / Non existent 04 TAR Customer Journey Section one P4 - Activity Hello Kitty Town P5 - Attraction Little Big Club +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 ENTER ATTRACTION ZONE ENTER ATTRACTION ZONE Emotional experience Go up escalators to the entrance of the Little Big Club Harold Helitours Greeted by caricature staff at entry point Jewelry craft station Identify rides Looks for bathroom and change room Takes social media pictures at journey stages Takes social media pictures at journey stages Engage with interactive attraction zone Engage with interactive attraction zone Listens to music / theme songs along journey path Island of Sodor Identify printed super graphics and character placement Hello Kitty playground Thomas Town & train ride Colins Crane drop Party Rooms Hello Kitty House Hello Kitty show & stage Heartful Forest Party room Wishful studios Black Wonder Popcorn stand Flower beds Listens to music walking around attraction WALK THROUGH, ENGAGE AND PARTICIPATE IN HELLO KITTY TOWN ATTRACTIONS WALK THROUGH, ENGAGE AND PARTICIPATE IN LITTLE BIG RED CLUB ATTRACTIONS Identify watch moving image on screens (this is non interactive) Channel DIGITAL PHYSICAL Great OK I get it Confused Difficult / Non existent I’m not feeling guided I love carictures and I love my friends. Best selfi combination ever I wish this ride was longer 05 TAR Customer Journey Section one P7 - Getting out of Little Red Cube P8 - Seek recommendations for places for dinner +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT P6 - Food & Beverage SHARE YOUR EXPERIENCE WITH FRIENDS Emotional experience Channel Go to Lat’s Place Other Food & Beverage Share on social media Share review on public forum McBunn Café Tweet Blog about experience Post review on Yelp #Selfie via Instagram Order food Order food Order food Post on experience on Facebook Post review on Trip Advisor Sit down in café and eat Sit down in café and eat Sit down in café and eat DIGITAL PHYSICAL FIGURE OUT HOW TO GET BACK TO YOUR HOTEL / TEMPORARY RESIDENCE SEEK RECOMMENDATIONS FOR PLACES FOR DINNER GIVE FEEDBACK TO STAKEHOLDER GROUPS INVOLVED IN YOUR EXPERIENCE Walk to ferry terminal Contact hotel to pick you up Tell your friends about your experience, show them photos and print material. Wait for bus at bus stop Wait for ferry at terminal, check digital signage to see what else is going on in the area Receive email from activity park to review your experience Ask Little Red Cube staff for advice on good places for dinner Book to stay the night at Traders Hotel - Themed rooms for HKT and TT Receive follow up email on special offers and rewards for return visits Book an Uber on smart device Book a taxi to pick you up Check bus timetable online Identify watch moving image on screens (this is non interactive) at ferry Exit car park and drive out of area Fill out customer experience survey Catch shuttle to ferry terminal $ $ $ FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT Information and signage is unclear trying to get out of the area I love to share everything This is confusing and poor quality Great OK I get it Confused Difficult / Non existent Customer Experience 2015, Melbourne Robbie Robertson EXAMPLE
38. 38 TAR Customer journey 02 TAR Customer Journey Section one P1 - Discovery P2 - Getting there +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT I love ‘‘HELLO KITTY’’ General Context: I need something fun to do with my family during the holiday period. Goals & Attitude: I loved Hello Kitty growing up, this is something I think my whole family will enjoy. Notes: Quotes have been sourced from Trip Advisor and social media posts Decision makeover: Mother Persona Group A Emotional experience Channel 2 x ADULTS 2 x CHILDREN (3-16) Google search Look at transport options on It’s Playtime website Ask hotel information desk for fun activities to do Taxi Speak with staff at information desk in hotel Visit trip advisor Look on Google maps for best route Visit the Little Red Cube website Bus Ferry Visit it’s playtime! Malaysia website Look at ferry website Visit Puteri Harbor website Find directions on Little Red Cube website Is sent a mail out Arrive at ferry Search Social media Sees printed info pack in information kiosk Identify directional signage Visit Tourism sites Singapore Visit the Little Red Cube site Is recommended by a friend of family member Enter car park / driveway Identify building / logo / signage Find entrance DIGITAL PHYSICAL I am not quite sure what to search for There is not enough convincing information I am not familiar with this area, it’s not clear what the easiest way for a family to get here. Great OK I get it Confused Difficult / Non existent Customer Experience 2015, Melbourne Robbie Robertson EXAMPLE
39. 39 Section one +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND WHERE TO PAY FOR ACTIVITY PARKS - VISITS SHOPS - FAMILIARISE YOURSELF WITH BUILDING, AMENITIES AND ATTRACTION LOCATIONS P3 - Entering common area of the little red cube Emotional experience Opportunity Channel Pay at ticket counter Ticket station – self directed Photo station Identify empty shops Digital signage Little Red Cube entry point / common area Escalators Patrons greeted by staff Receive attraction information material and maps Identifies information signage DC Comics WC Toys ‘R Us Hello Kitty Town shop & Little Big Club Shop Little Red cube retail DIGITAL PHYSICAL $ I’m confused about where to go This is not exciting and it’s too hot I feel this has been poorly delivered and too expensive Unappealing Ok but my kids can’t reach anything Great OK I get it Confused Difficult / Non existent TAR Customer journey Customer Experience 2015, Melbourne Robbie Robertson EXAMPLE
40. 40 Section one P4 - Activity Hello Kitty Town P5 - Attraction Little Big Club +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 ENTER ATTRACTION ZONE ENTER ATTRACTION ZONE Emotional experience Go up escalators to the entrance of the Little Big Club Harold Helitours Greeted by caricature staff at entry point Jewelry craft station Identify rides Looks for bathroom and change room Takes social media pictures at journey stages Takes social media pictures at journey stages Engage with interactive attraction zone Engage with interactive attraction zone Listens to music / theme songs along journey path Island of Sodor Identify printed super graphics and character placement Hello Kitty playground Thomas Town & train ride Colins Crane drop Party Rooms Hello Kitty House Hello Kitty show & stage Heartful Forest Party room Wishful studios Black Wonder Popcorn stand Flower beds Listens to music walking around attraction WALK THROUGH, ENGAGE AND PARTICIPATE IN HELLO KITTY TOWN ATTRACTIONS WALK THROUGH, ENGAGE AND PARTICIPATE IN LITTLE BIG RED CLUB ATTRACTIONS Identify watch moving image on screens (this is non interactive) Channel DIGITAL PHYSICAL Great OK I get it Confused Difficult / Non existent I’m not feeling guided I love carictures and I love my friends. Best selfi combination ever I wish this ride was longer TAR Customer journey Customer Experience 2015, Melbourne Robbie Robertson EXAMPLE
41. 41 Section one P7 - Getting out of Little Red Cube P8 - Seek recommendations for places for dinner +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT P6 - Food & Beverage SHARE YOUR EXPERIENCE WITH FRIENDS Emotional experience Channel Go to Lat’s Place Other Food & Beverage Share on social media Share review on public forum McBunn Café Tweet Blog about experience Post review on Yelp #Selfie via Instagram Order food Order food Order food Post on experience on Facebook Post review on Trip Advisor Sit down in café and eat Sit down in café and eat Sit down in café and eat DIGITAL PHYSICAL FIGURE OUT HOW TO GET BACK TO YOUR HOTEL / TEMPORARY RESIDENCE SEEK RECOMMENDATIONS FOR PLACES FOR DINNER GIVE FEEDBACK TO STAKEHOLDER GROUPS INVOLVED IN YOUR EXPERIENCE Walk to ferry terminal Contact hotel to pick you up Tell your friends about your experience, show them photos and print material. Wait for bus at bus stop Wait for ferry at terminal, check digital signage to see what else is going on in the area Receive email from activity park to review your experience Ask Little Red Cube staff for advice on good places for dinner Book to stay the night at Traders Hotel - Themed rooms for HKT and TT Receive follow up email on special offers and rewards for return visits Book an Uber on smart device Book a taxi to pick you up Check bus timetable online Identify watch moving image on screens (this is non interactive) at ferry Exit car park and drive out of area Fill out customer experience survey Catch shuttle to ferry terminal $ $ $ FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT Information and signage is unclear trying to get out of the area I love to share everything This is confusing and poor quality Great OK I get it Confused Difficult / Non existent TAR Customer journey Customer Experience 2015, Melbourne Robbie Robertson EXAMPLE
42. 42 Prototype - co-create Invite your customers to the table, ask them to play the game with you. Google runs more than 1000 experiments a month, and only about 10% impact business direction. Customer Experience 2015, Melbourne Robbie Robertson
43. 43 Test - co-create Take your prototypes to the streets Customer Experience 2015, Melbourne Robbie Robertson
44. Customer experience takeaways 44 Robbie Robertson Customer Experience 2015, Melbourne
45. 45 Sweet spot for success Put your customer at the heart of everything you do. Customer Experience 2015, Melbourne Robbie Robertson Customer relationship Customer experience Customer value Customer loyalty Customer engagement Customer life-cycle C ustom er Centricity + Customer Advocacy X Busine ss Transformation = Market Disruption
46. 46 Recap 1. Gain stakeholder alignment early in the project. 2. Use data driven insights to inform strategic solutions for your customer. 3. Drive the customer from advice to advocacy through every stage of the customer life cycle. 4. Align customer solutions with your business solutions. Customer Experience 2015, Melbourne Robbie Robertson
47. Chapter title Thank you Robbie Robertson | Director | www.mashup.com.au M +61 431 000 024 | E robbie@mashup.com.au