peoples and services tales
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Better software 2013
Peoples and services tales
experience architect
Luca Mascaro
I want to tell
The story of batman
Batman experience customer hero
Batman experience customer hero
ADV high expectation
Batman experience customer hero
ADV high expectation
in store buy high expectation
Batman experience customer hero
ADV high expectation
in store buy high expectation
daily usage anything special
Batman experience customer hero
ADV high expectation
in store buy high expectation
daily usage anything special up-selling
why -_-
Batman experience customer hero
ADV high expectation
in store buy high expectation
daily usage anything special up-selling
why -_-
customer service
°_°
Batman experience customer hero
ADV high expectation
in store buy high expectation
daily usage anything special up-selling
why -_-
customer service
°_°
other player
proposal ^_^
Batman experience customer hero
ADV high expectation
in store buy high expectation
daily usage anything special up-selling
why -_-
customer service
°_°
other player
proposal ^_^
long shot redemption
WTF!!!
“Why you haven’t change supplier? !
Because they are equal and I need time for change”
an important lesson on customer satisfaction
less worst choice vs energy for change
two opposite side effect
continuous change high concurrent market without barrier: apps
two opposite side effect
continuous change high concurrent market without barrier: apps
good enough static market: telco
two opposite side effect
“I think that one of the biggest problems in this country is that every product or service provider solves his operational problems by simply pushing them to the end users. And this is the best way to deliver an awful user experience.”
Alessandro Galetto 2013
talk goal
As product manager/owner & teams we want create successful products and services
Defining a successful product/service
promise buy
Defining a successful product/service
promise buy
adoption buy &
first time usage
Defining a successful product/service
promise buy
adoption buy &
first time usage
engagement daily usage
Defining a successful product/service
promise buy
loyalty value services
adoption buy &
first time usage
engagement daily usage
First fact
We are in an high-offer market where the level of offering in term of features, quality and price is good enough for many of us
Second fact
At the same time we’re un-satisfied customers and we wanna spend our money in more valuable experience
we know that
customer experience and user experience management has a really big impact on that
Impact
+10%
profitabilityx2.6
loyalty
Report “Competitive strategy in the Age of the Customer” Forrester CX 2011
Report “Customer Experience ROI” Forrester 2012
good vs bad experience
good experience grab people
40% began purchasing
55% willing to recommend
85% would pay up to 25%
bad experience push customers away
82% change business relationship
95% generate costs
79% told to others
The next big miracle
Improve CX & UX of customer base = success!?!?
The next big miracle
Improve CX & UX of customer base = success!?!?
NOT REALLY
We have to understand two more real big but underestimate
PHENOMENON
how experience change our needs and behavior?
how many service we use and how?
how experience change our needs and behavior?
how many service we use and how?
“We are in the battle of home screen”
Matias Duarte 2012
People insight
Average number of digital services
0
10
20
30
40
Italy USA Switzerland
25
21
15
1512
9
Used (last 30 days) Adopted
Data by Google Insight
People insight
Digital service journey
0
2
4
6
8
Daily Weekly Monthly
3
1
3
3
5
Personal Professional
Data by Google Insight
There can be only one
As human we have limited cognitive (capabilities, memory, …) & physical (time, money,…) resources so we try to focus only on a few services providers.
effect
Substitution effect
!
“many of my friends is moving from sms to whatsapp, is free and I can see also the status… is cool!”
effect
Aggregation of trust
!
how experience change our needs and behavior?
how many service we use and how?
Daniel Kahneman @TED
Daniel Kahneman @TED
We made our choices based on the past experiences
expectation experience
We made our choices based on the past experiences
expectation experience
live experience
We made our choices based on the past experiences
expectation experience
live experience
remember experience
We made our choices based on the past experiences
expectation experience
behavioral change
live experience
remember experience
in today’s world
customers that have the opportunity reward companies that help them to do more. !
In exchange for hard-earned cash, customers want an enriched experience that improves their lives.
Forrester 2011, Forbes 2012, Wolffolins Game Changers Report 2012
but
not every time
Lisa
I invest my resources for improve my happiness
trough experience
Mark
I’m happy and I invest my resources for improve
experience
Happiness define
The levelGallup research 2012
Level define
The cluster
Level define
The cluster
Good enough
Level define
The cluster
Want more
Good enough
The lesson
Think really carefully about how our products and service interact with our users life and how can be integrated with their circadian cycle!
thank you @lucamascaro !www.lucamascaro.info www.sketchin.ch
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