1. Customer Experience is the Differentiator
Roy Barnes

2. So…who among us really sees the whole of our customer’s experience?
Roy Barnes “unleashing possibility”

3. …when most of us only see
what we are paid to see
Roy Barnes “unleashing possibility”

4. What we think of our customer experience
Roy Barnes “unleashing possibility”

5. What we think of our customer experience
What they think of their entire customer experience
Roy Barnes “unleashing possibility”

6. Our customers (both internal and external) are becoming even more demanding
From mildly petulant to…
Roy Barnes “unleashing possibility”

7. Our customers (both internal and external) are becoming even more demanding
From mildly petulant to… …scaryish
Roy Barnes “unleashing possibility”

8. They are Expecting More From Us
Roy Barnes “unleashing possibility”

9. They are Expecting More From Us
…not Less
Roy Barnes “unleashing possibility”

10. … and bad products are making people more and more “touchy”…
Roy Barnes “unleashing possibility”

11. Most Products And Services Are Commoditizing At Unimaginable Speeds…
“Timescales from innovation to imitation are down to weeks”
Roy Barnes “unleashing possibility”

12. And time is running short...
Roy Barnes “unleashing possibility”

13. …for us to realize that loyalty requires experiences that continue to engage….
Your Customer
You
Your Problem
Your Competition
Roy Barnes “unleashing possibility”

14. So…What Are Our Options?
Roy Barnes “unleashing possibility”

15. While the physical product will always be important, the sustainable differentiator will be the quality and depth of the Customer Experience
Experience
Roy Barnes “unleashing possibility”
Roy Barnes “unleashing possibility”

16. It’s The Experience! 20,000 People’s Top 20
Swim with the dolphins
Dive on the Great Barrier Reef
Fly on the Concorde
Whale watching
Dive with sharks
Skydiving
Fly in a hot air balloon
Fly in a fighter plane
Go on a safari
See the northern lights
Walk the Inca trail
Walk the Sidney Harbor bridge
Visit a paradise island
Drive a Formula One race car
Go whitewater rafting
Walk the Great Wall of China
Bungee jumping
Ride the Rocky Mountaineer train
Drive along Route 66
Fly in a helicopter over the Grand Canyon
Roy Barnes “unleashing possibility”

17. “customer experience is THE competitive battleground”
“evoking emotion is the weapon of choice”
Roy Barnes “unleashing possibility”

18. Let’s Be Clear About Our Definition
“Customer experience is the sum of all interactions between a customer and an organization.
It is a blend of the organization’s physical performance, the senses stimulated and emotions evoked, each measured against customer expectations across all customer touchpoints”
- Colin Shaw
Roy Barnes “unleashing possibility”

19. But here’s the problem… ...the creation of a “castle” mentality
The bigger and more complex organizations get, the tendency is to form specialized functions.
Specialization builds “comfort” and technical proficiency but can result in the creation of rigidity and functional silos…
...the creation of a “castle” mentality
Roy Barnes “unleashing possibility”

20. “Are there any medieval historians in the room?”
Before I continue….
“Are there any medieval historians in the room?”
Roy Barnes “unleashing possibility”

21. What Are The Characteristics Of Castles?
Roy Barnes “unleashing possibility”

22. How Do Castles Communicate With Each Other?
Roy Barnes “unleashing possibility”

23. Delivery Confirmation
Every Business Has Processes That Together Meet Customer Needs and Build Experience
Invoicing
Delivery Confirmation
Documentation
Order Process
“illustrative only”
Proposal Submittal
Quoting
Sales
Consulting
Marketing
Roy Barnes “unleashing possibility”

24. Delivery Confirmation
A “Castle” Mentality Can Cause Gaps In Processes and Confound Customers
Invoicing
Delivery Confirmation
Documentation
GAPS
Order Process
“illustrative only”
Proposal Submittal
Quoting
Sales
Consulting
Marketing
Roy Barnes “unleashing possibility”

25. A “Castle” Mentality Can Cause Gaps In Processes and Confound Customers
Roy Barnes “unleashing possibility”

26. Are You Pro-Actively Managing and Integrating all of your Customer Processes and Their TouchPoints?NO
YES
YES
YES NO NO
YES
Roy Barnes “unleashing possibility”

27. Are You Pro-Actively Managing and Integrating all of your Customer Processes and Their TouchPoints?NO
YES
YES
YES NO NO
YES
Roy Barnes “unleashing possibility”

28. Are you paying attention to all the opportunities you have to delight?
Or, put another way…
Are you paying attention to all the opportunities you have to delight?
Roy Barnes “unleashing possibility”

29. Just a Few Typical Grocery Store TouchPoints
Marketing Circular
Web Site
Arrival Signage
Quality of the Parking Lot
Store Approach
First Sense of Arrival
Cart Selection
Signage
Greeting
First Scents
First Sounds
Roy Barnes “unleashing possibility”

30. What Happens At these TouchPoints? Customer Interaction Take # 17,843
…an action or process is performed
…expectations are being set
…emotions are being created
…employees are behaving in a certain way
…customer information is being used
…additional customer data is being gathered
…collateral is being distributed and used
…performance measures are being taken
And, sometimes, the cash register rings
Customer Interaction Take # 17,843
Roy Barnes “unleashing possibility”

31. …and to Purposefully Deliver the Desired Customer Experience
Each Customer TouchPoint Should Be Brilliantly Designed to Meet Customer Needs…
Marketing Circular
Web Site
Arrival Signage
Quality of the Parking Lot
Store Approach
First Sense of Arrival
Cart Selection
Signage
Greeting
First Scents
First Sounds
…and to Purposefully Deliver the Desired Customer Experience
Roy Barnes “unleashing possibility”

32. How Are These TouchPoints Connected To Each Other?
Marketing Circular
Web Site
Arrival Signage
Quality of the Parking Lot
Store Approach
First Sense of Arrival
Cart Selection
Signage
Greeting
First Scents
First Sounds
Roy Barnes “unleashing possibility”

33. How Are These TouchPoints Connected To Each Other?
Customer Understanding
Individual Customer Specific Needs
Marketing Circular
Web Site
Arrival Signage
Quality of the Parking Lot
Store Approach
First Sense of Arrival
Cart Selection
Signage
Greeting
First Scents
First Sounds
Purchase Data
Customer Data
Roy Barnes “unleashing possibility”

34. How Are These TouchPoints Connected To Each Other?
Customer Understanding
Customer “Experience”
Individual Customer Specific Needs
Marketing Circular
Web Site
Arrival Signage
Quality of the Parking Lot
Store Approach
First Sense of Arrival
Cart Selection
Signage
Greeting
First Scents
First Sounds
Product Data
Customer Data
Roy Barnes “unleashing possibility”

35. Purposeful Management of Customer Experience
Question #1
What is the Customer Experience Your Organization is Trying to Deliver?
Roy Barnes “unleashing possibility”

36. Purposeful Management of Customer Experience
It is not likely to be your corporate vision statement
“We will strive to be the best at everything we do, world-class, blah de blah, worldwide, integrated, not good but great , synergistic, top, lowest cost, most fun place to work, blah de blah, our people are our greatest asset and we believe in mom’s apple pie, diversity, kittens and we’ll do it all by the end of next year when we will write a new one”
Roy Barnes “unleashing possibility”

37. What Is Your Customer Experience Intent?
A description of the customer experience contains the experiential and emotional elements that have been chosen for delivery…
…written in a way that is easily understood, inspiring and measurable.
Roy Barnes “unleashing possibility”

38. What Is Your Customer Experience Intent?
Do you know?
Is it clear?
Is it written down?
Roy Barnes “unleashing possibility”

39. What Is Your Customer Experience Intent?
Do you know?
Is it clear?
Is it written down?
If you don’t know the answer to this, your employees don’t either and everyone will make up their own versions of the customer experience…all subtly different.
Roy Barnes “unleashing possibility”

40. What Is Your Customer Experience Intent?
Without this, how can you expect your IT staff, your vendors or your employees to understand the customer experience they are supposed to deliver?
Roy Barnes “unleashing possibility”

41. What Is Your Customer Experience Intent?
Without this, how can you expect your IT staff, your vendors or your employees to understand the customer experience they are supposed to deliver?
…or
The “Britney Spears” Experience
Roy Barnes “unleashing possibility”

42. Moment’s of Experience Creation
20 “Arriving Moments” in 24 hours Per Guest
605 Rooms in the Hotel
80% Occupancy in the Hotel
1.5 Guests Per Room
365 Days A Year
Pete Watzka:
Next…a testing phase for the relationship. Potential relationship members (customers) try to figure out goal capability…whether their needs can be satisfied by what we have to offer…they seek to understand our integrity and trustworthiness. They also want to understand whether or not we can deliver the performance that we’ve advertised.
There’s lots of communication going on here that is signaling customer wants and needs, issues and priorities. Negotiations at this point signal a willingness to be flexible and work toward value creation. Fairness is also evaluated in this fair. “Will I be treated well?” is the central question being asked. This is one of the most fragile phases because the commitments made at this point may be minimal….
Roy Barnes “unleashing possibility”

43. Moment’s of Experience Creation
20 “Arriving Moments” in 24 hours Per Guest
605 Rooms in the Hotel
80% Occupancy in the Hotel
1.5 Guests Per Room
365 Days A Year
Pete Watzka:
Next…a testing phase for the relationship. Potential relationship members (customers) try to figure out goal capability…whether their needs can be satisfied by what we have to offer…they seek to understand our integrity and trustworthiness. They also want to understand whether or not we can deliver the performance that we’ve advertised.
There’s lots of communication going on here that is signaling customer wants and needs, issues and priorities. Negotiations at this point signal a willingness to be flexible and work toward value creation. Fairness is also evaluated in this fair. “Will I be treated well?” is the central question being asked. This is one of the most fragile phases because the commitments made at this point may be minimal….
5,088,100 Opportunities to Deliver the Experience
Roy Barnes “unleashing possibility”

44. Purposeful TouchPoint Management of Customer Experience
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

45. Purposeful TouchPoint Management of Customer Experience
A transaction of some kind occurs….
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

46. Purposeful TouchPoint Management of Customer Experience
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

47. Purposeful TouchPoint Management of Customer Experience
High Emotion
Low Emotion
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

48. Purposeful TouchPoint Management of Customer Experience
High Emotion
Low Emotion
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

49. Purposeful TouchPoint Management of Customer Experience
Functional Transactions
Emotional Transactions
Blended Transactions
An interaction for the primary purpose of a tangible/ actionable outcome or confirmation of an action.
An interaction for the primary purpose of generating an emotional response or to further an existing relationship.
An interaction that while functional in nature also elicits an emotional response.
High Emotion
Low Emotion
Awareness
Knowledge
Consideration
Purchase
Closing
Vacation
Roy Barnes “unleashing possibility”

50. Purposeful TouchPoint Management of Customer Experience
Functional Transactions
Emotional Transactions
Blended Transactions
An interaction for the primary purpose of a tangible/ actionable outcome or confirmation of an action.
An interaction for the primary purpose of generating an emotional response or to further an existing relationship.
An interaction that while functional in nature also elicits an emotional response.
High Emotion
Low Emotion
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

51. Purposeful TouchPoint Management of Customer Experience
Which of these TouchPoints are primarily functional?
Which are emotional?
High Emotion
Low Emotion
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

52. Purposeful TouchPoint Management of Customer Experience
Which of these TouchPoints are primarily functional?
Which are emotional?
Where is there opportunity to add emotional connection?
High Emotion
Low Emotion
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

53. Stimulating Senses and Emotions Purposefully
Taste
Sound
Touch
Smell
Sight
Roy Barnes “unleashing possibility”

54. Stimulating Senses and Emotions Purposefully
Opened in 2008
Over $50,000,000 in Development Costs
Major Brand Name
Roy Barnes “unleashing possibility”

55. Stimulating Senses and Emotions Purposefully
This is the view (and the smell) from here!
Roy Barnes “unleashing possibility”

56. Stimulating Senses and Emotions Purposefully
Your room is here!
Roy Barnes “unleashing possibility”

57. Stimulating Senses and Emotions Purposefully
Your room is here!
Your internet “access code” is here!
Roy Barnes “unleashing possibility”

58. Stimulating Senses and Emotions Purposefully
Your room is here!
And so are the luggage carts!
Roy Barnes “unleashing possibility”

59. Customers are no longer just buying goods -- they are buying experience and story too!
Roy Barnes “unleashing possibility”

60. Icebreaker, a New Zealand clothing company specializing in merino wool garments openly show customers its commitment to sustainability and environmental friendly practice. Each garment now sports a "baa code" - a number that retailers and consumers can input at Icebreaker.com to see how the garment was made from start to finish.
Baa Code
Roy Barnes “unleashing possibility”

61. Purposeful TouchPoint Management of Customer Experience
Who is responsible for the whole?
High Emotion
Low Emotion
Awareness
Knowledge
Consideration
Purchase
Closing
Plan Vacation
Vacation
Roy Barnes “unleashing possibility”

62. Seeing The Forest
Roy Barnes “unleashing possibility” 62

63. They Are Already Inside and They Are Waiting For You!
I’m sorry I worried you. I missed you very much. When I was under the chair where you hid me, I saw you leave and I was sad. Kretja found me and brought me to a place where other blankets and dolls go when they get left behind. They introduced me to all the other lost items but I said I wanted to go home.
Dear Lauren,
Now, I am back home with you, where I belong. I love you.
- Your Red Blanket
Kretja Spehar Housekeeping Attendant
Roy Barnes “unleashing possibility”

64. They Are Already Inside and They Are Waiting For You!
“my brother just called and I don’t want to be here”
Roy Barnes “unleashing possibility”

65. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Roy Barnes “unleashing possibility”

66. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Roy Barnes “unleashing possibility” 66

67. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Do you hire customer facing employees who have the ability to act, role-play and improvise?
Roy Barnes “unleashing possibility” 67

68. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Do you hire customer facing employees who have the ability to act, role-play and improvise?
Do you train your customer-facing employees in how to evoke specific emotions in customers?
Roy Barnes “unleashing possibility” 68

69. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Do you hire customer facing employees who have the ability to act, role-play and improvise?
Do you train your customer-facing employees in how to evoke specific emotions in customers?
Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
Roy Barnes “unleashing possibility” 69

70. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Do you hire customer facing employees who have the ability to act, role-play and improvise?
Do you train your customer-facing employees in how to evoke specific emotions in customers?
Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
Is the human/machine customer dialogue balanced?
Roy Barnes “unleashing possibility” 70

71. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Do you hire customer facing employees who have the ability to act, role-play and improvise?
Do you train your customer-facing employees in how to evoke specific emotions in customers?
Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
Is the human/machine customer dialogue balanced?
Do you know your customer’s expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded?
Roy Barnes “unleashing possibility” 71

72. Almost Finally…Eight Killer Questions To Ask Yourself…
Has the customer experience you want delivered been articulated across your organization?
Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate?
Do you hire customer facing employees who have the ability to act, role-play and improvise?
Do you train your customer-facing employees in how to evoke specific emotions in customers?
Do your customer touchpoints “talk” to each other…transmitting in-depth and complete information about the customer dialogue?
Is the human/machine customer dialogue balanced?
Do you know your customer’s expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded?
Is there a group, comprised of representatives from all functions, that have been given the responsibility for owning the sensory customer experience?
Roy Barnes “unleashing possibility” 72

73. Last…maintain a healthy dose of humor...
“When a cat is dropped, it always lands on its feet, and when toast is dropped, it always lands with the buttered side facing down. 73

74. Last…maintain a healthy dose of humor...
“When a cat is dropped, it always lands on its feet, and when toast is dropped, it always lands with the buttered side facing down.
We propose to strap buttered toast to the back of a cat; the two will hover, spinning inches above the ground.
With a giant buttered-cat array, a high speed monorail could easily link the major cities of North America and ease our dependence upon foreign oil.”
- excerpted from the 2009 Congressional Economic Stimulus Package 74

75. Roy Barnes “unleashing possibility”
Thank you…..
Roy Barnes “unleashing possibility”
BlueSpaceConsulting.com 75