Customer Experience - How to survive in the 21st century
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Transcript of Customer Experience - How to survive in the 21st century
Manning Wins Top Award for Women in Technology LeadershipEntrepreneur of the Year and CEO of Reading Room, Margaret Manning has triumphed at the Best CIO Awards in Singapore, taking home the top prize for Women in Leadership.
Zappos
A service company that happens to sell shoes• Free shipping both ways• 365-day return policy• Fast fulfilment, expedited delivery• 24/7 1-800 number on every page
• Fast, friendly & expert customer service
Zappos’ success
Year 0
Year 2
Year 4
Year 6
Year 8
$0m
$200m
$400m
$600m
$800m
$1,000m
$1,200m Year 10: Acquisition by
for
$1.2bn
Keep swimming
Basic expectations = hygiene factors. Perform poorly on these and you suffer.Performance payoffs = standard factors. The more you do, the more guests appreciate it.Excitement generators = wow factors. This is what will make you memorable.Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
Meaningful
Pleasurable
Convenient
Usable
Reliable
Useful
Has personal significance
Memorable, worth sharing
Adapted from Stephen P. Anderson / poetpainter.com
Easy to use, works like I think
Can be used without difficulty
Available and accurate
Does what I need
Hard to cross!
How to make a great user experience1 Find out what to improve
2 Learn about your customers
3 Find out about touchpoints
4 Design the improved experience
5 Prototype, test, repeat
Customer touchpoints
Static• Products• Promotion• Collateral• Contracts
Human• Sales • Service• Support• Word-of-mouth
Interactive• Email • Website• Blogs• Social networks
The $12m form fieldName*
Company
Address*
City*
Country*
Card number*
Name on card*
John Doe
Citibank Singapore
8 Marina View Tower 1
Singapore
Gamification?
Adding game mechanics like Scores & Levels Achievements / badges / reward systems Leader boardsto non-game activities to influence people to complete tasks they would otherwise not.
How to make a great user experience1 Find out what to improve
2 Learn about your customers
3 Find out about touchpoints
4 Design the improved experience
5 Prototype, test, repeat