from indifference to sticky: the ux for creating profitable and loyal customers

Zheng Li From indifference to sticky: the UX for creating

profitable and loyal customers

From Indifference to StickyThe UX for Creating Profitable and Loyal Customers

The Love Experiment

The Language of War

Target marketCampaign launch

Customer defectionCapture the marketMarket penetration

UX strategy Design tactics

Churn rateEnemy of good design

The Age of the Customer

Age of Manufacturing

Age of Distribution

Age of Information

Age of the Customer

• Ford• Boeing• GE• RCA

• Wal-Mart• Toyota• P&G• UPS

• Amazon• Google• Comcast• Capital One

• Macy’s • Salesforce• Facebook• Amazon

1900 1960 1990 2010

Source: Forrester Research, Inc.

The old 80/20 rule

20% of your customers bring in

of your revenue80%

The new 95/5 rule

5% increase in retention

yields profit increases of

95%Bain and Company, 1990

New customers

more expensive to acquire30X

- Mike JohnstonThe Charter Institute of Marketing of America

Sticky customers = having a job

Why do customers leave a company?

Believes you don’t care about them

Dissatisfied with your service

Persuaded to go with a competitor

Gets friend to provide service

Moves away

Dies

68%

14%

9%

5%

3%

1%

The Rockefeller Corporation

Our relationship with the customer

Visit website/ landing page

Signs up

Trial

Onboarding

Customer Segment

Current customer experience

Sign up 3 months 6 months 9 months 12 months 15 months

Des Traynor, Intercom

How big is your moat?

New customer experience

Sign up 3 months 6 months 9 months 12 months 15 months

Don’t try this at work

1. Get out of the building

“There are no facts inside the building so get the heck outside”

- - Steve Blank - Customer Development Manifesto

2. Big data

3. Don’t target, build relationships

4. Look at all touch points

Browsing aroundLook at pizzas

Compare price of pizzas

Check availability

Check delivery

Create account

Ordering

Make an order

Send order

Change order

Enter payment details

Get notification/confirmation

Web Mobile site iOS app Email Phone In person/store

5. Helping at time of need

Zheng Li Zing Design

@zhengatzing zheng@zingdesign.co.nz www.zingdesign.co.nz