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					                   CSCMP
              Roundtable Advisory
                  Committee

Customer Experience
Winter Advisory Meeting
January 19-20, 2006
Boulder, CO
                         Definitions
Customer Experience
Customer Experience: It is a blend of a company’s physical performance and the
emotions evoked, intuitively measured against customer expectations across all
moments of contact.
      A great customer experience is about how it makes you feel.
      A great customer experience is about stimulating customers’ emotions.
     Building Great Customer Experiences – Colin Shaw
                                                                          Customer
                                                                         Experience –
                                                                            Own It
Moments of Truth
Anytime a customer comes into contact with any aspect of a business, however remote,
is an opportunity to form an impression. A company's overall performance is the sum of
countless interactions between customers and employees, the so-called moments of
truth that either help to retain a customer or send the customer to the competition.
Moments of Truth - Jan Carlzon
Service Management - Richard Normann
   Twilight Zone Program Experience – Customer Journey Map



Ask yourself….
What is the best customer experience you have ever had?
How many customer experiences did you have yesterday?
What is the customer experience your organization is trying to deliver?




                                   ?
Let’s map a customer experience for a
          Roundtable event




Or…
Twilight Zone Program Experience, Part 2
Twilight Zone Program Experience – Customer Journey Map


Register
Online
Twilight Zone Program Experience – Customer Journey Map


Register   Locate
Online     Event
Twilight Zone Program Experience – Customer Journey Map


Register   Locate   Register
Online     Event    at desk
Twilight Zone Program Experience – Customer Journey Map


Register   Locate   Register   Review
Online     Event    at desk    Literature
Twilight Zone Program Experience – Customer Journey Map


Register   Locate   Register   Review       Network
Online     Event    at desk    Literature   with folks
Twilight Zone Program Experience – Customer Journey Map


Register   Locate   Register   Review       Network       Locate
Online     Event    at desk    Literature   with folks    seat
Twilight Zone Program Experience – Customer Journey Map


Register      Locate   Register   Review       Network      Locate
Online        Event    at desk    Literature   with folks   seat




 Review
 Literature
Twilight Zone Program Experience – Customer Journey Map


Register      Locate   Register   Review       Network      Locate
Online        Event    at desk    Literature   with folks   seat




 Review         Listen to
 Literature     Welcome
Twilight Zone Program Experience – Customer Journey Map


Register      Locate   Register     Review       Network      Locate
Online        Event    at desk      Literature   with folks   seat




 Review         Listen to         Determine
 Literature     Welcome           Topic
Twilight Zone Program Experience – Customer Journey Map


Register      Locate   Register     Review          Network      Locate
Online        Event    at desk      Literature      with folks   seat




 Review         Listen to         Determine      Listen to
 Literature     Welcome           Topic          Speaker
Twilight Zone Program Experience – Customer Journey Map


Register      Locate   Register     Review          Network          Locate
Online        Event    at desk      Literature      with folks       seat




 Review         Listen to         Determine      Listen to       Leave
 Literature     Welcome           Topic          Speaker         Event
Twilight Zone Program Experience – Customer Journey Map


                                                                     Locate
Register
Online        Event?
              Locate
                             ?
                       Register
                       at desk
                                    Review
                                    Literature
                                                    Network
                                                             ?
                                                    with folks       seat

What Is missing from this Customer Journey Map?
Customer have
        …jobs they are trying to do
        …outcomes they want at the end
        …constraints that may prevent them from using service or
         products for the job
We need to discover what outcomes (metrics) each customer segment
considers successful for each key scenarios (jobs) they’re engaged in
when dealing with CSCMP.

                                                                 Leave
 Review
 Literature
                Listen to
                Welcome
                                  Determine
                                  Topic
                                                 Listen to
                                                 Speaker         Event   ?
       Customers say…                                  Rather than stating…



       Solutions                                       Jobs they are trying to do
       Specifications                                  Outcomes they are trying to achieve
       Needs and Benefits                              Constraints that may prevent them from
                                                       using service or product for the job

       Dissection of an Outcome:
       Minimize the time it takes to prepare the skin for hair removal
        Direction                    Unit of measure         Outcome desired
Source: What Customers Want by Anthony Ulw ick
Possible Member Segmentation
                High
                       -Career climbing              -Networking
                       -Building resume and skills   -Relationships
                                                     -Who to call to solve
   Engagement




                       -Industry Info                - Attends for social
                       -Industry glossary
                       -Membership directory
                Low




                       Short                                                 Long
                                             Point of View
Relating Maslow’s Human Needs to Customer Needs




                              P10, Quality & Customer Satisfaction 2004, Goal QPC
          Kano Model – Customer Requirements Memory Jogger

•Threshold / Basic attributes (Expected)
Those which people take for granted until it is
missing.

•One dimensional attributes (Performance / Linear)
Those which makes people happy when they have it
and unhappy when they don’t have it.

•Attractive attributes (Exciters / Delighters)
Those which customers don’t expect, but which
brings excitement when you surprise them with it.

Customer expectations change over time….a cup
holder in a car may be today's delighter, but tomorrow
it will be expected.

An additional set of attributes can be classified as
'enragers' - features which enrage either through their
absence or inclusion.
     Experience Economy Insights
     Designing for the average customer is the root cause of customer
     sacrifice…the average customer doesn’t really exist.


                   Customer               =     What customer       -   What customers
                   Satisfaction                 expects to get          perceives he gets

                   Customer               =     What customer       -   What customer
                   Sacrifice                    wants exactly           settles for

                   Customer               =     What customer       -   What customer
                   Surprise                     gets to perceive        expects to get



                   Customer               =     What customer       -   What customer
                   Suspense                     does not yet know       remembers from past


P78-79 The Experience Economy 1999, Harvard Business School Press
Twilight Zone Program Experience – Customer Journey Map
                 Locate
                 Event    ?
Expectation      I am not going
                 to be offered
                 any form of
                 directions
Threat           Customer
                 doesn’t know
                 where it is

Opportunity to   Wow- they sent
exceed           me a map!
physical
expectations
Opportunity to   There is a sign
exceed           outside saying
emotional        welcome to me!
expectations
Emotion          They care
evoked
Twilight Zone Program Experience – Customer Journey Map
                 Locate
                 Event    ?       Register
                                  at desk       ?
Expectation      I am not going   I will be greeted
                 to be offered    with a smile
                 any form of      and they will be
                 directions       friendly
Threat           Customer         Customer is
                 doesn’t know     ignored
                 where it is      because
                                  everyone busy
Opportunity to   Wow- they sent   Wow-they were
exceed           me a map!        waiting to greet
physical                          us as we walk
expectations                      through door
Opportunity to   There is a sign We are greeted
exceed           outside saying  like long lost
emotional        welcome to me! family
expectations
Emotion          They care        I’m with my
evoked                            friends
Twilight Zone Program Experience – Customer Journey Map
                 Locate
                 Event    ?       Register
                                  at desk       ?    Network
                                                     with folks ?
Expectation      I am not going   I will be greeted I am not going
                 to be offered    with a smile      to know anyone
                 any form of      and they will be
                 directions       friendly
Threat           Customer         Customer is        Customer is
                 doesn’t know     ignored            wandering
                 where it is      because            aimlessly
                                  everyone busy
Opportunity to   Wow- they sent   Wow-they were      Wow-someone
exceed           me a map!        waiting to greet   introduced
physical                          us as we walk      themselves and
expectations                      through door       to a group
Opportunity to   There is a sign We are greeted      I am making
exceed           outside saying  like long lost      new friends
emotional        welcome to me! family
expectations
Emotion          They care        I’m with my        I have a family
evoked                            friends            with this group
Twilight Zone Program Experience – Customer Journey Map
                 Locate
                 Event    ?       Register
                                  at desk       ?    Network
                                                     with folks ?      Leave
                                                                       Event    ?
Expectation      I am not going   I will be greeted I am not going A thank you for
                 to be offered    with a smile      to know anyone attending
                 any form of      and they will be
                 directions       friendly
Threat           Customer         Customer is        Customer is       Customer is left
                 doesn’t know     ignored            wandering         in the dust as
                 where it is      because            aimlessly         everyone
                                  everyone busy                        quickly exits
Opportunity to   Wow- they sent   Wow-they were      Wow-someone       Wow-I received
exceed           me a map!        waiting to greet   introduced        a thank you
physical                          us as we walk      themselves and    note for
expectations                      through door       to a group        attending
Opportunity to   There is a sign We are greeted      I am making       These people
exceed           outside saying  like long lost      new friends       cared that I
emotional        welcome to me! family                                 took my time to
expectations                                                           attend
Emotion          They care        I’m with my        I have a family   I am
evoked                            friends            with this group   appreciated for
                                                                       my presence
Twilight Zone Program Experience – Customer Journey Map
                 Locate
                 Event    ?       Register
                                  at desk       ?    Network
                                                     with folks ?      Leave
                                                                       Event    ?
Expectation      I am not going   I will be greeted I am not going A thank you for
                 to be offered    with a smile      to know anyone attending
                 any form of      and they will be
                 directions       friendly
Threat           Customer         Customer is        Customer is       Customer is left
                 doesn’t know     ignored            wandering         in the dust as
                 where it is      because            aimlessly         everyone
                                  everyone busy                        quickly exits
Opportunity to   Wow- they sent   Wow-they were      Wow-someone       Wow-I received
exceed           me a map!        waiting to greet   introduced        a thank you
physical                          us as we walk      themselves and    note for
expectations                      through door       to a group        attending
Opportunity to   There is a sign We are greeted      I am making       These people
exceed           outside saying  like long lost      new friends       cared that I
emotional        welcome to me! family                                 took my time to
expectations                                                           attend
Emotion          They care        I’m with my        I have a family   I am
evoked                            friends            with this group   appreciated for
                                                                       my presence
                                                   Cargill Oktoberfest Attendee Experience Map

                                                                           1             2              3              4               5              6              7           8            9
For discussion on designing attendee experiences                       Learning
                                                                       Gathering
                                                                                     Planning      Entering         Educating
                                                                                                                     Gathering
                                                                                                                                   Tasting     Socializing
                                                                                                                                                Making new
                                                                                                                                                              Winning Leaving Remembering

                                                                    information for                                 information                   friends,    Hearing             Recalling the
                                                                        decision    Preparing to Arriving at the   for decision Trying various renewing old your name    Saying    memorable
                                                   Definition           making         attend         event           making       products        friends  as a winner goodbye   experiences
                                                                                                                     Listening,    Viewing,
                                                                                   Scheduling,                        Seeing,     Touching,                                         Viewing,
                                                                     Listening,      Arranging,     Walking,       Discussing,    Smelling,      Greeting,   Listening,              Seeing,
                                                                      Seeing,      Calendaring      Viewing,           Trying,      Eating,    Handshaking, Celebrating Thanking,    Talking,
                                                   Attributes        Discussing    , Costuming      Greeting,      Researching     Drinking       Visiting  , Retrieving Glowing    Listening
                                                   Moment of
                                                   Truth                 Yes                           Yes            Yes             Yes            Yes                       Yes            Yes
                                                   Ownership
                                                   5 senses:
                                                         1. Taste     samples?                                      samples?       Beer, Food
                                                                                                    Music CD,
                                                                                                  Crazy George,
                                                                                                      Kazoo
                                                                                                    giveways,                                                  Audible Music CD,
                                                                                                    Welcome          Audible                      Audible     Announce- Thank you Podcast sound
                                                       2. Sound       Music CD                       greeting       Educators                   Conversations   ments    greeting    track?

                                                                                                                                     Attractive
                                                                                                      Costumed                     presentation,
                                                                                                      Greeters,                   Flags, Harvest
                                                                                                     Archways,                    centerpiences,
                                                                     Poster,                      Garlans, Xmas    Beer Card      long benches,
                                                                     Jointed                       lights, Jointed   Facts,        Beer Garden                   Your name
                                                                    Figures,                      Figures, Flags, Guidelines on    picket lattice White and blue   on the  Costumed Web sight with
                                                         3. Sight Flyers, email                       Structures    a string           fence          beads        board    Greeters   photos
                                                                                Flyer, Post-
                                                                                   it note       Firm
                                                                                 reminder,    handshake,
                                                                 Flyer, Post-it Schwan's Kazoo's, Blue             Beer Card,      Beer Card,       Firm                        Firm
                                                        4. Touch note reminder       Dot     & white beads          products        products     handshake       the prize  handshake
                                                                                              Pine Forest                                                                       Pine
                                                                  Pine Forest                 spray, food,                                                                    Forest    Scratch N Sniff
                                                        5. Smell     spray                        beer                             Food, Beer                                  spray         cards?
                                                                                                                                                                                I am
                                                                                                                                                                            thanked for
                                                                                     They care         I feel                                    I know more    Free event     taking   I am glad that I
                                                   Desired                          that I attend welcomed. I am Wow, I never Excellent. A        people and        and       evening       attended.
                                                   Envoked           I will attend!     with a     glad that I am knew those delight for the      reaquainted    prizes…      time to Looking forward
                                                   Emotion           Sounds fun!      reminder         here.        facts.    taste buds.         with others   whata deal.    attend     to next year.
Views across Cultures
                         USA                         China     Thailand




                          Pest                        Pet      Appetizer



                         USA                        Malaysia   Venezuela




                   Cowardice                        Royalty    Luckiness

Adapted from The Medici Effect by Frans Johansson
See a need,
 fill a need!
 Big Weld, Robots 2005

				
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