customer experience: just another hype?

Digital Strategy & Customer

Engagement

UX & Visual Design

Implementation & Operations

TechnologyE-Commerce, CMS-

DAM

> 215 Osudians5 Countries

8 Offices

20 Years of Services

> 100International

Customers

Just another Hype?

What is it….

Why it matters…..

How you can benefit…..

Manufacturing Age 50’s - 70’s

Distribution Age 70’s - 80’s

Information Age 80’s – 90’s

Age of the customer2010 -

Manufacturing Age 50’s - 70’s

Distribution Age 70’s - 80’s

The Distribution Age; hypes and reliability

“There's word in business circles that Microsoft likes to measure itself against the Big Three auto-makers like General Motors and Ford.”

The comparison goes this way:

If automotive technology had kept pace with Silicon Valley, you could buy a V-32 engine that goes 10,000 m.p.h. or a 30-pound car that gets 1,000 miles to the gallon — either one at a sticker price of less than $50.

The answer from the Car Industry; 1990

If GM had developed technology like Microsoft, we would all be driving cars with the following characteristics:

For no reason whatsoever, your car would crash twice a day.

Occasionally your car would die on the freeway for no reason.

Occasionally, executing a manoeuvre such as a left turn would cause your car to shut down and refuse to restart, in which case you would have to reinstall the engine.

Sometimes, for no reason whatsoever, your car would lock you out and refuse to let you in until you lifted the door handle, turned the key and grabbed the radio antenna.

Every time GM introduced a new car, buyers would have to learn to drive all over again because none of the controls would operate in the same manner as the old car.

1

2

3

4

5

1979

355.200.000 238.500.000Global Computer Sales

Desktop - Notebooks

Global Revenues in

US Dollars

Smart Phones

Tablets

50.000

X

USD 60 million

X

USD 329 billion

494 million

79.000.000

2011

304.000.000

USD 304 billion

1.301.100

229.000.000

2014

USD 273 billion

1.432.120

332.000.000

USD 273 billion

2015

Manufacturing Age 50’s - 70’s

Distribution Age 70’s - 80’s

Information Age 90’s - 2000

Manage the LAN

Sharinginformation

BusinessProcessRedesign

Process simulation software

1969 1973 1976 1982 1990 1994 1995 1998 1999 2003 2004 2005 2007 2009 2010 2012 2014

ARPANET

FTP & TCP/IP

ETHERNET

INTERNET

WORLD-WIDE-WEB

Manufacturing Age 50’s - 70’s

Distribution Age 70’s - 80’s

Information Age 80’s – 90’s

Age of the customer2010 -

Introducing the Age of the Customer

What is it…Why it matters...

How you can benefit...

A definition of Customer Xperience:

“A collection of events that your customer experiencesor goes through when doing business with you from

beginning to the end”

Marketing

Sales

RetailChannelPartners

ProductDesign

CustomerServices

What is itWhy it matters...

How you can benefit...

Means Business

CX Starters72.3%

CX Laggards27.6%

Cu

mu

lati

ve T

ota

l Ret

urn

CX Leaders107.5%

© Watermark Consulting, 2015

of customers research half or more of their purchases

online before buying (Forrester).

of customers come away frustrated by inconsistent experiences

throughout their decision journey (McKinsey).

CX forces U to go Mobile

‘When will we

stop calling it a

phone?

Obsessed over CX

The customer is always right…

Giving without expectation…

75% of all orders are repeated customers

Go above and beyond Customer Xperience…

What is itWhy it matters...

How you can benefit...

Research & Strategy

Value propositionCustomer segments

Customer experiencesChannels - Touchpoints

Concept

Explore SketchValidate Refine ideas

Prototype

Design

Detailed designCode Ship

Research & Strategy

Value propositionCustomer segments

Customer experiencesChannels - Touchpoints

Concept

Explore SketchValidate Refine ideas

Prototype

Design

Detailed designCode Ship

Value Proposition

1 Persona’sCustomerXperience

MapsTouchpoints2 3 4

Gain Creators

Pain Relievers

Products & Services

Gains

Pains

CustomerJob(s)

(Business Model Canvas - by Strategyzer)

Profitable Work

Better Safety

Latest QualityTools

Right ToolRight TimeRight Place

Owner Construction

Company

Invoices paidafter meeting

planned schedule

Equipment missing-stolen

Expensive & Delivery times

Equipment broken down

Upfront –Capital

required

Latest technology -Best tools

On line Fleet Management

7. Predictable costs

8. No cost for repairs or

replacements

Fleet Management System

Sub

scri

pti

on

Bas

ed F

leet

Man

agem

ent

Syst

em

Value Proposition

1 Persona’sCustomerXperience

MapsTouchpoints2 3 4

Gain Creators

Pain Relievers

Products & Services

Gains

Pains

CustomerJob(s)

(Business Model Canvas - by Strategyzer)

No planning required for

deliveries18/7

Easy accessfor flexible

staff

Sales up due to news-

letters on trendsStock levels

accurate

Owner Restaurants

& bars

Happy guests

Flexible staff 18 hours a day7 days a week

Keeping up with latest trends

Out of stockDelivery of products

Overview invoices

Call CenterCustomer ServicePortal – Log in

Mobile appOrder Management System

Mobile push notifications on

deliveries

Info & trendy news newsletters

Dig

ital

Pla

tfo

rm f

or

Ord

erin

g,

Fin

ance

& P

rod

uct

Info

Placing orders Ease of use

Access to invoicing system

Prototype - Validate;Check assumptions

Get out of the building

The Lean Start up –by Eric Ries

Google Design Sprints

What gains do you create for your customer?

What pains do you relieve………

Why should they choose YOU………….

What makes YOU unique; what problem do you solve?

What do you mean for them?

01

02

03

04

Value Proposition

Persona’sCustomerXperience

MapsTouchpoints21 3 4

Value Proposition

Persona’sCustomerXperience

MapsTouchpoints21 3 4

Value Proposition

Persona’sCustomerXperience

MapsTouchpoints21 3 4

+-

Typical focus -online shop

+-

+-

The loyalty loop