There are many KPIs to determine the success of a product, and customer experience plays a pivotal part in that. Understanding the customer journey allows companies todevelop new services. Customer experience can be the main driving force in shaping the product and innovating services. In this session, we take a look at what customer experience means and why focus on it. Understanding the shift in customer behaviour in order to adopt to it. What are the ways and steps to use customer insight in driving better products / services?

1. @cathycracks
customer experience
driven services/products
Topconf Tallinn.
2014
Cathy Wang
@cathycracks

2. @cathycracks
Cathy Wang
@cathycracks
Director, User Experience at EPAM Empathy Lab
Visiting Lecturer at the school of creative arts in University of Hertfordshire.
Nomadic Vancouverite found mostly in Europe.
Based in London.
I spend a lot of time thinking about the future, systems,
and the interconnectivity of world around us.

3. @cathycracks
Systems thinking is a discipline
for seeing wholes. It is a
framework for seeing
interrelationships rather than
things, for seeing patterns of
change rather than static
'snapshots.'
Peter Senge
The Fifth Discipline Fieldbook (1994)

4. @cathycracks
The Traveling Salesman
the problem

5. @cathycracks
ant colony optimisation algorithm
the solution

6. @cathycracks
applying systems thinking
Always design a thing by considering
it in its next larger context —
a chair in a room, a room in a house, a
house in an environment, an
environment in a city plan.
Eliel Saarinen

7. @cathycracks
the lack of system context

8. @cathycracks

9. What is customer experience?
Why focus on customer experience?
How to craft customer experience?
@cathycracks

10. @cathycracks
Customer Experience Index
how enjoyable were they to do business with?
how easy were they to do business with?
how effective were they at meeting your needs?
enjoyable
easy
meets needs
by: Forrester Research

11. @cathycracks
Not just about product differentiation
As customer choices increased, product advantages alone
are no longer enough.

12. @cathycracks
shifting into customer experience thinking
bringing values to offerings
“we need to do this”
“why do we need to do this?”

13. @cathycracks
Values brings engagement.
Simplicity inspires trust and loyalty.

14. @cathycracks
“You’re not getting a refund, so fuck off.”
- Michael O’Leary. Ryanair CEO
• low profit & share
plummeting 13% (nov 2013)
• worst brand in the world
(Siegel+gale brand simplicity index) =

15. @cathycracks
customer needs
• relaxed its hard-line cabin baggage allowance,
• reduced penalties
• allocated seating
brand voice
digital overhaul
• online booking process from 17 clicks to 5
• dedicated mobile app
“Always Getting Better” plan
starting with “fixing the things our
customers don’t like”
and it’s working
32% increase in profit
9 % increase in revenue
• commitment to customer experience
• data driven

16. @cathycracks
the way we experience the world is changing

17. @cathycracks
how services/products reach customers has changed

18. @cathycracks
how services/products reach customers has changed

19. @cathycracks
Multi-faceted experience
multiple touchpoints
multiple locations
multiple activities
before
during
after

20. @cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Multi-touchpoint user journey

21. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
“That’s an
interesting product”

22. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
look up information

23. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
“how is this
different?”

24. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Ask for demo

25. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
purchase!

26. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Set up the new
service

27. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Seek assistance

28. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
finish setup

29. @cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Watch video
Multi-touchpoint user journey

30. @cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Read FAQ
Multi-touchpoint user journey

31. @cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Live chat
Multi-touchpoint user journey

32. @cathycracks
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
Multi-touchpoint user journey

33. @cathycracks
Multi-touchpoint user journey
Awareness Consideration Setup Consumption Support
Handheld
TV
Web
Human
store-clerk
Customer Service
Store
before during after

34. @cathycracks
Emerging interaction in customer experience
NATURAL ADAPTIVE ANTICIPATORY

35. Natural
stepping away from the keyboards and screens
@cathycracks

36. Natural
stepping away from the keyboards and screens
@cathycracks

37. Natural
stepping away from the keyboards and screens
@cathycracks

38. Natural
stepping away from the keyboards and screens
@cathycracks

39. Adaptive
Devices become what you need it to be.
@cathycracks

40. Adaptive
Devices become what you need it to be.
@cathycracks

41. @cathycracks
more than just one screen
connecting the different screens
Precious Studio. Multiscreen patterns
http://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/

42. Anticipatory
Proactive and Contextual
@cathycracks

43. Anticipatory
Proactive and Contextual
@cathycracks

44. @cathycracks
all the information
information that matters

45. @cathycracks

46. @cathycracks
a new era of how we experience the world
a realm of unfamiliar interactions

47. @cathycracks
Simplicity inspires trust and loyalty.

48. @cathycracks
no longer about choices

49. @cathycracks
Trust as the base for emotion.
companionship, friendship, love, agreement, relaxation, comfort.

50. invisible threads are the strongest ties
connecting experiences with emotion
@cathycracks

51. invisible threads are the strongest ties
connecting experiences with emotion
@cathycracks

52. invisible threads are the strongest ties
connecting experiences with emotion
@cathycracks

53. @cathycracks
1 Step forward into the future
! the emotional experience
enjoyable
easy
meets needs

54. Cathy Wang
Further Readings
Traveling Salesman Problem
http://en.wikipedia.org/wiki/Travelling_salesman_problem
Emergence: The Connected Lives of Ants, Brains, Cities, and Software
http://www.amazon.com/Emergence-Connected-Brains-Cities-Software-ebook/dp/B008TRUBLY/
Ryanair Google Inbox
http://www.thedrum.com/news/2014/11/13/higher-plane-how-ryanair-refined-its-tone-voice-and-improved-
customer-experience
http://www.theguardian.com/business/shortcuts/2013/nov/08/michael-o-leary-33-daftest-quotes
Siegel+Gale simplicity index
Credits
@cathycracks
Apple Airplay
https://www.apple.com/airplay/
Multiscreen Patterns
http://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/
http://thenounproject.com/driskell
https://twitter.com/sandeepa
http://www.google.com/inbox/
http://simplicity.siegelgale.com/2013/region/global/
Kinder Surprise
http://en.wikipedia.org/wiki/Kinder_Surprise
@cathycracks
The Artificial Pancreas
http://www.imm.dtu.dk/~jbjo/diabetescontrol.html