capturing the real customer experience
DESCRIPTION
In the Experience Economy, capturing the real customer experience is more important than ever. But the proliferation of digital technology has both multiplied and changed the nature of customer touchpoints, making this task more complex. In addition, recent thinking from behavioural economics tells us it is not always straightforward to get to a true understanding of our customers' experiences. The reasons people do things may be a mystery to themselves, let alone market researchers. In the talk I look at the shift in the customer landscape and our understanding of ourselves, before looking at practical ways to capture the real customer experience with examples from the nativeye insight platform.TRANSCRIPT
![Page 1: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/1.jpg)
Capturing the real customer experience
Ben Claxton Founder, nativeye
www.nativeye.com
![Page 2: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/2.jpg)
Capturing the real customer experience
![Page 3: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/3.jpg)
Simple right?
![Page 4: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/4.jpg)
Not so fast
![Page 5: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/5.jpg)
Shift in… customer landscape + the way we think about ourselves
![Page 6: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/6.jpg)
Ecosystem pic “Currently there are more Android devices activated than babies born.”
Channel boom!
![Page 7: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/7.jpg)
Welcome to the digital ecosystem.
![Page 8: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/8.jpg)
“Customer experience” as the next wave of business strategy
![Page 9: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/9.jpg)
40 years in the making… “In theory, the brand and its products and services should be designed to work in tandem; a brand’s voice and promise should inform the products that are built and the surrounding services that are delivered to customers.” Alvin Toffler, Future Shock
![Page 10: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/10.jpg)
Customer landscape Many more devices + touchpoints Digital technology is woven in On customers’ terms Customer experience as competitive advantage
![Page 11: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/11.jpg)
Now it gets tricky
![Page 12: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/12.jpg)
Can we really know others?
(says Soren Kierkegaard 200 years ago)
![Page 13: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/13.jpg)
Knowing others’ experience
Can we really know ourselves?
(says Daniel Kahneman pretty recently)
![Page 14: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/14.jpg)
We are all Maggie Simpson
we think we are driving but we’re not.
![Page 15: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/15.jpg)
brain pic
Our brains: System 1 and System 2
The experiencing self and the remembering self.
![Page 16: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/16.jpg)
“The conscious rational brain isn’t the Oval Office. It’s actually the press office issuing explanations for actions we’ve already taken.” Rory Sutherland
![Page 17: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/17.jpg)
What makes an experience memorable?
![Page 18: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/18.jpg)
Beginnings, endings & emotional extremes
![Page 19: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/19.jpg)
Believing is seeing
We see through the lens of personal, social and cultural contexts.
![Page 20: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/20.jpg)
Our collective memory “Kodak reinvented photography and, arguably, memory in the early twentieth century.” Alison Winter
![Page 21: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/21.jpg)
The science bit It’s messy! Strangers to ourselves Memorable experiences Beginnings, endings and extremes Collective experience
![Page 22: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/22.jpg)
So where does that leave us?
![Page 23: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/23.jpg)
Are our tools up to the task? Passive & observed data Surveys Focus groups Depth interviews Ethnography Eye trackers Neurometrics
![Page 24: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/24.jpg)
Neuro – cuts straight to emotional brain
but how practical for capturing your customers’ experience?
![Page 25: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/25.jpg)
“Reality mining” Passive data collection
Good for behavioural mapping – combine with other techniques for context and emotion.
![Page 26: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/26.jpg)
Big Data Metagigazetta billions of data points
Predictive analysis? Again, how good at context and behaviour?
![Page 27: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/27.jpg)
Life streaming
![Page 28: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/28.jpg)
Google’s version…
A new frontier for market research?
![Page 29: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/29.jpg)
Anxiety over privacy "This application erodes any idea of privacy. If you install this, then it is very likely that Facebook is going to be able to track your every move, and every little action.” Om Malik on Facebook home
![Page 30: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/30.jpg)
A caution – it’s possible to measure too much. Something can be lost in the process. These are the stories – the narratives attached to your brand or business – and they are powerful.
![Page 31: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/31.jpg)
Tourism is about helping people construct stories and collect memories.
![Page 32: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/32.jpg)
5 things for capturing the real customer experience
![Page 33: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/33.jpg)
1. Get closer to the point of experience
![Page 34: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/34.jpg)
“As you get closer to the point of decision, there are factors at work which never really appear in conventional market research. They are contextual factors, social factors” Rory Sutherland, Ogilvy
![Page 35: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/35.jpg)
![Page 36: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/36.jpg)
2. Always-on
![Page 37: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/37.jpg)
![Page 38: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/38.jpg)
3. Capture the emotion
![Page 39: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/39.jpg)
![Page 40: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/40.jpg)
![Page 41: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/41.jpg)
Emotion helps us and our colleagues empathise and want to solve the problem. “Authenticity for me follows from the ability to put oneself in the place of another, to relate to the other because of a shared store of human experiences…” Sherry Turkle, Alone Together
![Page 42: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/42.jpg)
4. Capture the context
![Page 43: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/43.jpg)
Context shapes our experience.
It’s the lens through which we see your business.
![Page 44: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/44.jpg)
Images help to quickly paint the context…
![Page 45: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/45.jpg)
I can point to what’s good
![Page 46: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/46.jpg)
And what’s not
![Page 47: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/47.jpg)
Show daily stresses…
![Page 48: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/48.jpg)
…and things meaningful to me
![Page 49: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/49.jpg)
Small things that make a big difference
![Page 50: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/50.jpg)
Things that catch my attention
![Page 51: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/51.jpg)
5. Collaborate
![Page 52: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/52.jpg)
Feedback doesn’t have to be one-way.
Allow customers to help you iterate your experience.
![Page 53: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/53.jpg)
And because endings are important…
![Page 54: Capturing the real customer experience](https://reader035.vdocument.in/reader035/viewer/2022081401/559af4811a28aba8708b4815/html5/thumbnails/54.jpg)
You are all lovely people [email protected] www.nativeye.com @benclaxton @nativeye