customer experience design

A case for purposeful Customer Experience Design

Aug 2015 Mathieu Dhondt

Download the whitepaper at bitly.com/cxd-theref

What do you buy when you buy

coffee?

0,021 € per cup

2,50 € per cup

Click icon to add picture

Click icon to add picture

6,50 € per cup

Click icon to add picture

What we buy when we buy coffee at Florian is

the experience of sipping an espresso

at the self-declared oldest café in the worldon the stunning Piazza San Marco

in the company of the spirits of the likes of Casanova, Marcel Proust, Charles Dickens,

Charlie Chaplin and Ernest Hemingway, who all frequented Florian

when they happened to be in Venice.

In a world saturated with largely undifferentiated goods and services the greatest opportunity for value creation resides in

staging experiences.

The ROI of investing in experiences

can be demonstrably higher

than investing in classic advertising

What did you eat?

Remember that restaurant you visited a month ago?

What did you eat? (Dont’t worry, 79% don’t remember exactly either)

Remember that restaurant you visited a month ago?

Did you like it?

Remember that restaurant you visited a month ago?

Did you like it?97% remember their experience with full confidence.

Remember that restaurant you visited a month ago?

Services and most goods are consumed and forgotten when the experiences they have engendered will still be there.

Services and most goods are consumed and forgotten when the experiences they have engendered will still be there.

which means thatthe ROI of investing in experiences can be demonstrably higher than investing in classic advertising

Digital has sped this up.

It used to be that:Location is importantYou could make customers pay through the nose for mediocre products & servicesMost are once-in-a-lifetime customers

Case in point: the tourist trap

And now…Case in point: the tourist trap

Once-in-a-lifetime customers have become as important as regular customers (if not more)which means that

Once-in-a-lifetime customers have become as important as regular customers (if not more)which means that

the ROI of investing in experiences can be demonstrably higher than investing in classic advertising

Ok. But what’s new?

Creating customer experiences is not new.Occasional purposeful design of these experiences by intuitive individuals also is not new. But rendering the design and execution of experiences as a management discipline with principles, tools, and techniques is new.

What’s exactly new?

Framework for CXD

-- a quick overview --

You cannot design an experience as such.

You can only design for an experience.

Keep in mind

CXD Framework

CXD Framework

The pencil is a clue for IKEA’s motif “We do our part, you do yours”.

Download the white paperJoin the CXD discussion group Register for More Than Digital (Oct 1st, 2015)

Get in touch

Next steps

www.reference.be @TheReference

Mathieu Dhondt mdhondt@reference.be