ct e icustomer experience and emotional design · customer experience and emotional design –...
TRANSCRIPT
![Page 1: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/1.jpg)
C t E iCustomer Experience and Emotional Design g
A panel discussionJune 2, 2010
![Page 2: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/2.jpg)
AgendaAgenda5:30 - 6:00 Registration/Dinner/Networking
6:00 - 6:10 Introduction: Sean Van Tyne, FICO
6:10 - 6:20 Companies that are doing it right!Becky Carroll
6:20 - 6:40 Emotional DesignJ l G d PhDJoely Gardner, PhD
6:40 - 6:50 Lessons Learned and Wrap UpJeof BeanJeof Bean
6:50 - 7:30 Q&A: Open forum
![Page 3: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/3.jpg)
Introduction
S V TSean Van TyneUser Experience Directorp
FICO
![Page 4: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/4.jpg)
Our Panel of ExpertsOur Panel of Experts
Becky CarrollFounder, Petra Consulting GroupCommunity Program Manager, Verizon
Joely Gardner, PhD Chief Customer Experience Strategist, Human Factors ResearchC e Cus o e pe e ce S a eg s , u a ac o s esea c
Jeofrey BeanPrincipal of Del Mar Research & Consulting, LLC
![Page 5: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/5.jpg)
The Customer ExperienceThe Customer ExperienceBecky Carroll
P id t P t C lti GPresident, Petra Consulting Group
![Page 6: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/6.jpg)
Customers don’t purchase products or services, they experience them
![Page 7: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/7.jpg)
Marketing ExperiencesMarketing Experiences• Customer experience is where businesses can
diff ti t th l f titdifferentiate themselves from competitors• Customer experience is…
– A customer-centric approach– Consistent across channels
• Purpose:– Ignite Passion– Inspire Loyalty– BUILD RELATIONSHIPS
![Page 8: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/8.jpg)
Disney’s Toy Story AttractionDisney s Toy Story Attraction
![Page 9: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/9.jpg)
Trash TalkTrash Talk
![Page 10: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/10.jpg)
Homewood Suites Focuses on Customer Needs
![Page 11: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/11.jpg)
And allows them to pick their own room at check-in
![Page 12: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/12.jpg)
Think about the customer experiencecustomer experience
![Page 13: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/13.jpg)
Customer experience matterspPlan the experience from the eyes of your customerC t t t tCreate a strategy to…— Make them care— Make it easyMake it easy— Meet their needs
The game will change!— Ignite Passion— Inspire Loyalty— BUILD RELATIONSHIPS
![Page 14: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/14.jpg)
Emotional DesignEmotional Design
Joely Gardner, PhD
![Page 15: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/15.jpg)
You don’t get points for must have’sExcitement
(Unknown WOW’s)Excitement
(Unknown WOW’s)
P fP f
XXXXWhat happens
over time??
TimePerformance
(Spoken)Performance
(Spoken)
XXXX Did it
Very wellDidn’t do
it at all(Or very poorly)
Basic(Expected)
Basic(Expected)
XXXXXX
Vertical Axis: The degree of satisfaction.Horizontal Axis: The degree to which the requirement has been fulfilled or achieved. This “Expanded” Kano Model is adapted from Professor Noriaki Kano’s original work.
![Page 16: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/16.jpg)
A new look at needs and i tiinnovation
VerbsNEEDS =
VerbsNEEDS
X Nouns
![Page 17: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/17.jpg)
Donald Norman…Donald Norman…To the practitioner of human centeredTo the practitioner of human centered design, serving customers means
• relieving them of frustration • of confusionof confusion• of a sense of helplessness• make them feel in control• and empoweredand empowered
![Page 18: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/18.jpg)
Plutchik’sPlutchik s Wheel of Emotion
http://www.americanscientist.org/issues/feature/2001/4/the nature of emotionsture/2001/4/the-nature-of-emotions
![Page 19: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/19.jpg)
Where do emotions live?fMRI validatesthat emotion and cognition
contribute to thecontribute to the control of
thought and behaviorthought and behavior conjointly and equally.
Khalid and Helander“Customer Emotional Needs in
Product Design” Concurrent Engineering,
2006; 14;197
![Page 20: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/20.jpg)
A rare glimpse inside the brain
How do we know this?
![Page 21: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/21.jpg)
Left Right ConflictLeft-Right Conflict
S th COLOR t th dSay the COLOR not the word:
Black BlueBlueGGreenYellow
![Page 22: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/22.jpg)
Engage the Left BrainEngage the Left Brain
• Why?
• What are the benefits?
• Compare A to B
• What happens when...
![Page 23: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/23.jpg)
Engage the Right Braing g g• How did you feel about
that?that?• What was the experience
like?• Tell me more about that.Tell me more about that.• Frustrations?• Best of all possible worlds
vs. worst nightmare?g
![Page 24: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/24.jpg)
Th t i tThe secret is to“operationalize”operationalize
the desired feelingthe desired feeling
![Page 25: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/25.jpg)
What does trust look like?What does trust look like?
![Page 26: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/26.jpg)
For a complimentary discussion, contact:Joely Gardner, PhDJoely Gardner, PhDHuman Factors Research
760.510.1166www.HumanFactorsResearch.comj l d @h [email protected]
![Page 27: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/27.jpg)
Jeof Bean
![Page 28: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/28.jpg)
![Page 29: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/29.jpg)
Customer Experience and Emotional Design “TheEmotional Design – The
Results”1. Market capitalization (CapEX)
2 M k h ( f OR f i )2. Market share (of revues OR of units)
3 Profitability3. Profitability
4. Follow-me NOT4. Follow me NOT
5. Lower sales / distribution costs: customer advocacy
![Page 30: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/30.jpg)
Customer Experience and pEmotional Design – “The Five”
1 See your business through your customer’s eyes1. See your business through your customer s eyes
2. Create a seamless experience across all ptouchpoints
3. Emotional benefits should be hard baked into a product or service during development
4. A wow experience is a market differentiator
5. There is a science and an art to emotional design
![Page 31: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/31.jpg)
Jeof Bean | Principal | Del Mar Research & Consulting, LLC DelMarResearch.com | [email protected] | 858-334-9266
Del Mar Research & Consulting specializes in increasing client growth, while decreasing the uncertainty and costs of product development and marketing. Jeof’s 20+ years of experience spans from small innovative technology y p p gycompanies to large successful organizations like ComplianceMAX, ProMedia Wireless, I Drive Safely, LLC, LPL Financial, AT&T Data Services and Quest Diagnostics.
Jeof has an M.S. in Business Management, a B.S. in Psychology / Marketing and has served as Adjunct Professor of Business Management and Marketing, Centenary College. He is on the Board of Directors of the San Diego Software Industry Council's (SDSIC) User Experience Group and User Experience expert review panel; author of several marketing, business and product development articles; and a frequent guest speaker.
![Page 32: Ct E iCustomer Experience and Emotional Design · Customer Experience and Emotional Design – “The Five” 1. See your business through your customerSee your business through your](https://reader033.vdocument.in/reader033/viewer/2022050516/5fa055308e28395fa316d34b/html5/thumbnails/32.jpg)
Questions?Questions?
For:• Becky• Becky• Joelyy• Jeof
All• All