On my time

Many consultants and designers are starting to be faced with the job of helping a client to connect via a variety of touch points and create a true multi-channel experience strategy. It’s a great opportunity – knowing that your design ideas in one channel can be translated far and beyond. You can give your clients confidence in realising their goals and also help customers know that the brand is ready for ‘on my time.

Through trial and error, tears and laughter, we have discovered a range of ways to help clients start the journey to defining a consistent, manageable and own-able customer experience.

from Experience Strategy 2014, by David Mallam

Transcript

1. On my time Call Me Juggernaut (aka JUG)
2. JB the Philosopher When it gets dark I hear your call
3. So What!!!! CONSISTENCY Being consistently average is better then being inconsistently awesome!
4. Why Juggernaut? My Alter Ego After years of challenging all levels of organisation, agencies, government bodies, not for profits, quickly I was known for tenacity – sometimes interpreted as willing to walk through walls for the customer…
5. A customer story… Meet Pepe…
6. So What!!!! PERSPECTIVE Customers view between touch point matters…
7. Challenge LOOPING: It really never seems like the organisation is going to stop and take the time to consider that maybe, going around in circles debating touch point ownership, actually this debate is happening in our customers minds as well…
8. CHAPTER 1
9. The concept Business Time Customer Time X Problem: Find Effective Experience Point (EEP) Solution: C +/ B = (EEP) Gosh… that easy? Seriously!
10. So What!!!! ACTIONABLE JOURNEYS This is not a case of build it and experiences come… so find techniques that make your journey actionable…
11. CHAPTER 2
12. E = The Experience Zone E The Customer The Business
13. E = Rational Zone E I choose my influencers! I pick my channels I choose the device We plan the detail before we publish We are focused on getting this channel right first We tell customers which device to use…
14. E = Emotional Zone E I am easily disengaged I often feel pressured I can choose my attitude The sales process is more important then the relationship Frequency does not matter offline My team have personality – so what!
15. My customer story… Game Time
16. My customer story… Game Time
17. My customer story… Game Time I felt completely immersed I was not worried about the cost… I am going to tell everyone We are going to make this experience authentically consistent We optimised the time we had to get the most from each customer We have people whom care more about the experience collectively then the individual KPI
18. So What!!!! VALUE YOUR TIME Value your time, and it will become clear to the customer in your design thinking and execution
19. CHAPTER 3
20. M Ask the marketing people to write the process P Ask the process/ product people to role play their channel Finding a backer
21. Perception – the ah-ha moment! Service A “You made my team realize they are responsible for more then the creative look.” Service B “We turned the corner when we planned owned assets before paid assets” Service C We are running now, because you challenged us not to be touch point selfish” A B C
22. Getting them on board “My KPIs will not benefit from worry about what others are doing over there.” “Lets agree what our story will be, across all the touch points.” Team Members % Time
23. Favorite Techniques I love Lego – it is the perfect equaliser, lots of designers use it for different reasons, but here are two examples how we are using it; 1.  Windows 8 Design/Data 2.  Store of the Future Bag of Balls – we will demonstrate this concept shortly – but consider how touch point to touch point you can build a team with a game plan… Lego Service Design Bag of Balls
24. Favorite Techniques Recycle the ideas – run them around the business to see what touch points stick… don’t give up when someone says, that will not work on x touch point… Lean Profiling – Leveraging data sets quickly to build a profile - we dressed up a manikin to represent our persona… give them a desk at the clients work space…
25. So What!!!! ON MY TIME Empathize Deep, Define Smart, Ideate Quick, Prototype Rapidly, BUILD, MEASURE, LEARN and go again!
26. Volunteers Please?
27. So What!!!! TIME MATTERS Your design agility will influence how you value a customers time!
28. CONTACT US https://www.facebook.com/smsmtnat https://twitter.com/smsasiapac https://www.youtube.com/user/SMSMTAsiaPac Sydney, Melbourne, Canberra, Brisbane, Perth, Hong Kong, Singapore 0402 098 279 david.mallam@smsmt.com We are here
29. THANK YOU