customer experience design
TRANSCRIPT
A case for purposeful Customer Experience Design
Aug 2015 Mathieu Dhondt
Download the whitepaper at bitly.com/cxd-theref
What do you buy when you buy
coffee?
0,021 € per cup
2,50 € per cup
Click icon to add picture
Click icon to add picture
6,50 € per cup
Click icon to add picture
What we buy when we buy coffee at Florian is
the experience of sipping an espresso
at the self-declared oldest café in the worldon the stunning Piazza San Marco
in the company of the spirits of the likes of Casanova, Marcel Proust, Charles Dickens,
Charlie Chaplin and Ernest Hemingway, who all frequented Florian
when they happened to be in Venice.
In a world saturated with largely undifferentiated goods and services the greatest opportunity for value creation resides in
staging experiences.
The ROI of investing in experiences
can be demonstrably higher
than investing in classic advertising
What did you eat?
Remember that restaurant you visited a month ago?
What did you eat? (Dont’t worry, 79% don’t remember exactly either)
Remember that restaurant you visited a month ago?
Did you like it?
Remember that restaurant you visited a month ago?
Did you like it?97% remember their experience with full confidence.
Remember that restaurant you visited a month ago?
Services and most goods are consumed and forgotten when the experiences they have engendered will still be there.
Services and most goods are consumed and forgotten when the experiences they have engendered will still be there.
which means thatthe ROI of investing in experiences can be demonstrably higher than investing in classic advertising
Digital has sped this up.
It used to be that:Location is importantYou could make customers pay through the nose for mediocre products & servicesMost are once-in-a-lifetime customers
Case in point: the tourist trap
And now…Case in point: the tourist trap
Once-in-a-lifetime customers have become as important as regular customers (if not more)which means that
Once-in-a-lifetime customers have become as important as regular customers (if not more)which means that
the ROI of investing in experiences can be demonstrably higher than investing in classic advertising
Ok. But what’s new?
Creating customer experiences is not new.Occasional purposeful design of these experiences by intuitive individuals also is not new. But rendering the design and execution of experiences as a management discipline with principles, tools, and techniques is new.
What’s exactly new?
Framework for CXD
-- a quick overview --
You cannot design an experience as such.
You can only design for an experience.
Keep in mind
CXD Framework
CXD Framework
The pencil is a clue for IKEA’s motif “We do our part, you do yours”.
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