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Customer Experience is the Differentiator Roy Barnes.

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Presentation on theme: "Customer Experience is the Differentiator Roy Barnes."— Presentation transcript:

1 Customer Experience is the Differentiator Roy Barnes

2 Roy Barnes unleashing possibility So…who among us really sees the whole of our customers experience?

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

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

5 Roy Barnes unleashing possibility What they think of their entire customer experience

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

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

8 Roy Barnes unleashing possibility They are Expecting More From Us

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

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

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

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

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

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

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

16 Roy Barnes unleashing possibility 20,000 Peoples Top 20 1.Swim with the dolphins 2.Dive on the Great Barrier Reef 3.Fly on the Concorde 4.Whale watching 5.Dive with sharks 6.Skydiving 7.Fly in a hot air balloon 8.Fly in a fighter plane 9.Go on a safari 10.See the northern lights 11.Walk the Inca trail 12.Walk the Sidney Harbor bridge 13.Visit a paradise island 14.Drive a Formula One race car 15.Go whitewater rafting 16.Walk the Great Wall of China 17.Bungee jumping 18.Ride the Rocky Mountaineer train 19.Drive along Route Fly in a helicopter over the Grand Canyon Its The Experience!

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

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

19 Roy Barnes unleashing possibility 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 But heres the problem…

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

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

22 How Do Castles Communicate With Each Other?

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

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

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

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

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

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

29 Roy Barnes unleashing possibility 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

30 Roy Barnes unleashing possibility What Happens At these TouchPoints? …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

31 Roy Barnes unleashing possibility Each Customer TouchPoint Should Be Brilliantly Designed to Meet Customer Needs… …and to Purposefully Deliver the Desired Customer Experience 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

32 Roy Barnes unleashing possibility 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

33 Roy Barnes unleashing possibility How Are These TouchPoints Connected To Each Other? Purchase Data Customer Data Individual Customer Specific Needs Customer Understanding 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

34 Roy Barnes unleashing possibility Product Data Customer Data Individual Customer Specific Needs Customer Understanding Customer Experience 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

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

36 Roy Barnes unleashing possibility 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 moms apple pie, diversity, kittens and well do it all by the end of next year when we will write a new one

37 What Is Your Customer Experience Intent? Roy Barnes unleashing possibility 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.

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

39 What Is Your Customer Experience Intent? Roy Barnes unleashing possibility Do you know? Is it clear? Is it written down? If you dont know the answer to this, your employees dont either and everyone will make up their own versions of the customer experience…all subtly different.

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

41 Roy Barnes unleashing possibility The Britney Spears Experience …or 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?

42 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 Roy Barnes unleashing possibility Moments of Experience Creation

43 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 Roy Barnes unleashing possibility Moments of Experience Creation 5,088,100 Opportunities to Deliver the Experience

44 Roy Barnes unleashing possibility AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience

45 Roy Barnes unleashing possibility AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience A transaction of some kind occurs….

46 Roy Barnes unleashing possibility AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience

47 Roy Barnes unleashing possibility AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience Low Emotion High Emotion

48 Roy Barnes unleashing possibility Low Emotion High Emotion AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience

49 Roy Barnes unleashing possibility Purposeful TouchPoint Management of Customer Experience Functional 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. Emotional Transactions An interaction that while functional in nature also elicits an emotional response. Blended Transactions Low Emotion High Emotion AwarenessKnowledgeConsiderationPurchaseClosingVacation

50 Roy Barnes unleashing possibility Low Emotion High Emotion AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience Functional 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. Emotional Transactions An interaction that while functional in nature also elicits an emotional response. Blended Transactions

51 Roy Barnes unleashing possibility Low Emotion High Emotion AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience 1.Which of these TouchPoints are primarily functional? 2.Which are emotional?

52 Roy Barnes unleashing possibility Low Emotion High Emotion AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience 1.Which of these TouchPoints are primarily functional? 2.Which are emotional? 3.Where is there opportunity to add emotional connection?

53 Roy Barnes unleashing possibility Stimulating Senses and Emotions Purposefully Sight Sound Taste TouchSmell

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

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

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

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

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

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

60 Roy Barnes unleashing possibility 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

61 Roy Barnes unleashing possibility Low Emotion High Emotion AwarenessKnowledgeConsiderationPurchaseClosingPlan Vacation Vacation Purposeful TouchPoint Management of Customer Experience Who is responsible for the whole?

62 Roy Barnes unleashing possibility Seeing The Forest

63 Roy Barnes unleashing possibility They Are Already Inside and They Are Waiting For You! Dear Lauren, Im 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. Now, I am back home with you, where I belong. I love you. - Your Red Blanket Kretja Spehar Housekeeping Attendant

64 Roy Barnes unleashing possibility my brother just called and I dont want to be here They Are Already Inside and They Are Waiting For You!

65 Roy Barnes unleashing possibility Almost Finally…Eight Killer Questions To Ask Yourself… 1.Has the customer experience you want delivered been articulated across your organization?

66 Roy Barnes unleashing possibility 1.Has the customer experience you want delivered been articulated across your organization? 2.Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate? Almost Finally…Eight Killer Questions To Ask Yourself…

67 Roy Barnes unleashing possibility 1.Has the customer experience you want delivered been articulated across your organization? 2.Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate? 3.Do you hire customer facing employees who have the ability to act, role-play and improvise? Almost Finally…Eight Killer Questions To Ask Yourself…

68 Roy Barnes unleashing possibility 1.Has the customer experience you want delivered been articulated across your organization? 2.Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate? 3.Do you hire customer facing employees who have the ability to act, role-play and improvise? 4.Do you train your customer-facing employees in how to evoke specific emotions in customers? Almost Finally…Eight Killer Questions To Ask Yourself…

69 Roy Barnes unleashing possibility 1.Has the customer experience you want delivered been articulated across your organization? 2.Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate? 3.Do you hire customer facing employees who have the ability to act, role-play and improvise? 4.Do you train your customer-facing employees in how to evoke specific emotions in customers? 5.Do your customer touchpoints talk to each other…transmitting in-depth and complete information about the customer dialogue? Almost Finally…Eight Killer Questions To Ask Yourself…

70 Roy Barnes unleashing possibility 1.Has the customer experience you want delivered been articulated across your organization? 2.Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate? 3.Do you hire customer facing employees who have the ability to act, role-play and improvise? 4.Do you train your customer-facing employees in how to evoke specific emotions in customers? 5.Do your customer touchpoints talk to each other…transmitting in-depth and complete information about the customer dialogue? 6.Is the human/machine customer dialogue balanced? Almost Finally…Eight Killer Questions To Ask Yourself…

71 Roy Barnes unleashing possibility 1.Has the customer experience you want delivered been articulated across your organization? 2.Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate? 3.Do you hire customer facing employees who have the ability to act, role-play and improvise? 4.Do you train your customer-facing employees in how to evoke specific emotions in customers? 5.Do your customer touchpoints talk to each other…transmitting in-depth and complete information about the customer dialogue? 6.Is the human/machine customer dialogue balanced? 7.Do you know your customers expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded? Almost Finally…Eight Killer Questions To Ask Yourself…

72 Roy Barnes unleashing possibility 1.Has the customer experience you want delivered been articulated across your organization? 2.Does it outline the transactional elements, the customer emotions you want to evoke and the customer senses you want to stimulate? 3.Do you hire customer facing employees who have the ability to act, role-play and improvise? 4.Do you train your customer-facing employees in how to evoke specific emotions in customers? 5.Do your customer touchpoints talk to each other…transmitting in-depth and complete information about the customer dialogue? 6.Is the human/machine customer dialogue balanced? 7.Do you know your customers expectations, including sensory? Have you decided which expectations will be ignored, met or exceeded? 8.Is there a group, comprised of representatives from all functions, that have been given the responsibility for owning the sensory customer experience? Almost Finally…Eight Killer Questions To Ask Yourself…

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.

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

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


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