from indifference to sticky: the ux for creating profitable and loyal customers
TRANSCRIPT
Zheng Li From indifference to sticky: the UX for creating
profitable and loyal customers
From Indifference to StickyThe UX for Creating Profitable and Loyal Customers
The Love Experiment
The Language of War
Target marketCampaign launch
Customer defectionCapture the marketMarket penetration
UX strategy Design tactics
Churn rateEnemy of good design
The Age of the Customer
Age of Manufacturing
Age of Distribution
Age of Information
Age of the Customer
• Ford• Boeing• GE• RCA
• Wal-Mart• Toyota• P&G• UPS
• Amazon• Google• Comcast• Capital One
• Macy’s • Salesforce• Facebook• Amazon
1900 1960 1990 2010
Source: Forrester Research, Inc.
The old 80/20 rule
20% of your customers bring in
of your revenue80%
The new 95/5 rule
5% increase in retention
yields profit increases of
95%Bain and Company, 1990
New customers
more expensive to acquire30X
- Mike JohnstonThe Charter Institute of Marketing of America
Sticky customers = having a job
Why do customers leave a company?
Believes you don’t care about them
Dissatisfied with your service
Persuaded to go with a competitor
Gets friend to provide service
Moves away
Dies
68%
14%
9%
5%
3%
1%
The Rockefeller Corporation
Our relationship with the customer
Visit website/ landing page
Signs up
Trial
Onboarding
Customer Segment
Current customer experience
Sign up 3 months 6 months 9 months 12 months 15 months
Des Traynor, Intercom
How big is your moat?
New customer experience
Sign up 3 months 6 months 9 months 12 months 15 months
Don’t try this at work
1. Get out of the building
“There are no facts inside the building so get the heck outside”
- - Steve Blank - Customer Development Manifesto
2. Big data
3. Don’t target, build relationships
4. Look at all touch points
Browsing aroundLook at pizzas
Compare price of pizzas
Check availability
Check delivery
Create account
Ordering
Make an order
Send order
Change order
Enter payment details
Get notification/confirmation
Web Mobile site iOS app Email Phone In person/store
5. Helping at time of need
