Pete Riddell, Executive Creative Director, Derse

Elevating Beyond The Ordinary: The HEART Part of Experience Design

(a brief word to my fellow treasure hunters)

(celebrity introductions)

Today’s Menu … • The value of a moment• The value of emotional connection • The moments that matter most • Examples / Implications for “US”• Facilitation (30 min)• Herculean effort by Pete to tie it all together

Takeaway #1

Excellence is Expected.

And mostly forgettable.

Takeaway #2

Where do memorable experiences come from?

Extraordinary moments.

“Research suggests that people’s most positive moments share certain traits in common–traits such as elevation, or being lifted

out of the ordinary.”

https://www.fastcompany.com/40472116/the-power-of-moments-why-certain-experiences-have-extraordinary-impact

Takeaway #3

Work with what you have.

“Customers will forgive small swimming pools and underwhelming room décor, as long as some moments are magical.”

Takeaway #4

Leave room for the people.

“As recipients of experiences, we understand this,but as creators of experiences, we ignore it.”

https://www.fastcompany.com/40472116/the-power-of-moments-why-certain-experiences-have-extraordinary-impact

(Local Flavor)

What is the value of extraordinary moments?

Emotionally Connected Customers.

https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction

Confidential – Property of Derse, Inc. © Derse, Inc. 2018. All Rights Reserved.23

Fully emotionally connected customers are 52% MORE VALUABLE, on average, than those who are ‘just’ highly satisfied.

xperiences, we understand this,but as creators of experiences, we ignore it.”

https://www.fastcompany.com/40472116/the-power-of-moments-why-certain-experiences-have-extraordinary-impact

https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction

I am inspired to ….

Source: Scott Magids, Alan Zorfas, and Daniel LeemonFrom: “The New Science of Customer Emotions,” November 2015 ©HBR.ORG

STAND OUT FROM THE CROWD

HAVE CONFIDENCE IN THE FUTURE

ENJOY A SENSE OF WELL-BEING

FEEL A SENSE OF FREEDOM

FEEL A SENSE OF THRILL

FEEL A SENSE OF BELONGING

PROTECT THE ENVIRONMENT

BE THE PERSON I WANT TO BE FEEL SECURE SUCCEED IN LIFE

“Shaping a customer experience by being precise about the emotional connection you’re trying to build, and investing in the touch points that drive these connections is a powerful way to increase customer value.”

(let’s camp here a moment)

Source: https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction

Discussion Topic #1

(a.) If you could rub a genie lamp, how would you want your audiences to truly feel when visiting your center?

(b.) Which emotional motivators might be most relevant to the audience(s) you host?

I am inspired to ….

Source: Scott Magids, Alan Zorfas, and Daniel LeemonFrom: “The New Science of Customer Emotions,” November 2015 ©HBR.ORG

STAND OUT FROM THE CROWD

HAVE CONFIDENCE IN THE FUTURE

ENJOY A SENSE OF WELL-BEING

FEEL A SENSE OF FREEDOM

FEEL A SENSE OF THRILL

FEEL A SENSE OF BELONGING

PROTECT THE ENVIRONMENT

BE THE PERSON I WANT TO BE FEEL SECURE SUCCEED IN LIFE

Discussion Topic #1

(a.) If you could rub a genie lamp, how would you want your audiences to truly feel when visiting your center?

(b.) Which emotional motivators might be most relevant to the audience(s) with whom you host?

(c.) What grade what you give your present customer experience on satisfying those motivators? [Share an example]

Takeaway #6

Not all touchpoints are created equal.

Confidential – Property of Derse, Inc. © Derse, Inc. 2018. All Rights Reserved.31

Peak End Rule

Psychological heuristic in which people judge an experiencelargely based on how they felt at its peak (i.e. its most intense point), and at its end, rather

than based on the total sum or average of every moment of the experience.

“The Kiss Goodnight”

Confidential – Property of Derse, Inc. © Derse, Inc. 2019. All Rights Reserved.38

What does it mean for us?

(Local Flavor)(remove friction)

(Local Flavor)

(Local Flavor)

History

‘We know very well that absolute perfection cannot be attained but we will never stop striving for it.’

- Sidney N. Shure, founder

Culture

Culture

Culture

Culture

Signature Moments

Transition Moments

Hospitality

Transition Moments

Signature Moments Culture

History

Hospitality

Removing Friction

Local Flavor

Discussion Topic #2:

How well does your center succeed in delivering (Peak/Memorable) “Moments of Elevation”?

[Give yourself a grade]

Pre- Arrival Post-Visit

Entrance

Welcome / Greeting

Lobby Experience

Voice of the Customer

Transition(s)

Parking / Drop Off

Human Interactions

Hands-On Experiences

Facilitation

Hospitality/ Lunch Experiences

Accommodations/Moments

Collaboration

Recap

Closing

Discussion Topic #2 (continued) Consider the end-to-end briefing center experience.

(A.) Is(are) there a peak(s)? (B) If so, what/where are the peaks (presently)?

(C.) Where in the customer experience are the greatest opportunities to elevate moments beyond the ordinary?

Pre- Arrival

Entrance

Welcome / Greeting

Lobby Experience

Voice of the Customer

Transition(s)

Parking / Drop Off

Human Interactions

Hands-On Experiences

Facilitation

Hospitality/ Lunch Experiences

Accommodations/Moments

Collaboration

Recap

Closing

Post-Visit

So what have we learned?

Excellence is expected.

(And mostly forgettable.)

Truly memorable experiences come from extraordinary

moments.

… which are achievable if we work with what we have, and leave room for the people….

CUSTOMER VALUEIn Relation to Highly Satisfied Customers

Confidential – Property of Derse, Inc. © Derse, Inc. 2019. All Rights Reserved.63

-18%BASELINE +13%

+52%

Source: Scott Magids, Alan Zorfas, and Daniel LeemonFrom: “The New Science of Customer Emotions.” November 2015

Not Emotionally Connected

Highly Satisfied but not fully connected

Perceive brand differentiation

and satisfied, but not fully connected

Fully connected and satisfied, andable to perceive brand differentiation

Fully emotionally connected customers move the bottom line ….

Pre- Arrival Arrival

Entrance

Welcome / Greeting

Check-in

Lobby Experience

Transition(s)

Parking / Drop Off

Welcome / Introductions

Voice of the Customer

Facilitation

Hospitality/ Lunch Experience

Accommodations

Collaboration

Recap

Closing

So, when mapping the customer experience, look for opportunities to …

… add your company’s special seasoning to elevate moments beyond the ordinary.Transition Moments

Signature Moments Culture

History

Hospitality

Removing Friction

Local Flavor

And never forget that the most important impression is the last one.