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Customer Journey Experience Design and the Future of Business

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Chris Heuer
Chris Heuer

The time has come for experience design now! More importantly, experience designed with purpose increases value creation exponentially. In this presentation, delivered on 19NOV2015 at #EEC15 in Bilbao Spain, Chris Heuer shares his story to discovering empathy, why he sees the current era of conscious capitalism as the biggest opportunity of our lifetimes and tools you can use to support such a radically customer centric strategy.

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Experience Design and Your Customer's Journey How the market is changing and what you can do to win the future. Chris Heuer @ChrisHeuer #EEC2015 Presentation, 19 November 2015
2                    @ChrisHeuer                                              WillSomeone.com  
My journey here… 23 anos                    @ChrisHeuer                                              WillSomeone.com  
                   @ChrisHeuer                                              WillSomeone.com  
… it didn’t last                    @ChrisHeuer                                              WillSomeone.com  
… I got an ulcer at 24!                    @ChrisHeuer                                              WillSomeone.com  
7 empathy                    @ChrisHeuer                                              WillSomeone.com  
8 I’ve almost always been wrong…                    @ChrisHeuer                                              WillSomeone.com  
I’ve almost always been wrong… or rather, I've been at the wrong time.                    @ChrisHeuer                                              WillSomeone.com  
10 I'm a futurist. I spot patterns before the language exists to explain it.                    @ChrisHeuer                                              WillSomeone.com  
The Power of C The 3 C’s of the DotCom era •  Content •  Community •  Commerce                    @ChrisHeuer                                              WillSomeone.com  
The Power of C The 4 C’s of social media •  Connections •  Context •  Communications •  Collaboration 4                    @ChrisHeuer                                              WillSomeone.com  
The Power of C The 5 C’s of Conscious Capitalism •  Cause •  Commons •  Co-creation •  Competence •  Coordination 5                    @ChrisHeuer                                              WillSomeone.com  
BREAK FREE From what we’ve always done to do what we’re meant to do
the biggest opportunity of the century
(Experience  Design)   Purpose   Business  is   exponen2ally   greater  with   purpose  
Design meaningful experiences for the customer journey                    @ChrisHeuer                                              WillSomeone.com   Behavior   =   Knowledge   Persona  ƒ  
Values, not Value, win hearts, minds and wallets                    @ChrisHeuer                                              WillSomeone.com  
Transparency = Accountability
Decentralization, democratization and activation                    @ChrisHeuer                                              WillSomeone.com  
Be Helpful The Rysing Tyde that lifts all people RysingTyde.org  
TREND7                      @ChrisHeuer                                              WillSomeone.com  
*                      @ChrisHeuer                                              WillSomeone.com  
                   @ChrisHeuer                                              WillSomeone.com  
*   from marketing                    @ChrisHeuer                                              WillSomeone.com  
*   to market engagement                    @ChrisHeuer                                              WillSomeone.com  
What guides our strategy?                    @ChrisHeuer                                              WillSomeone.com  
The Experience Curve                    @ChrisHeuer                                              WillSomeone.com  
Stories Data Labor Attention Revenue                    @ChrisHeuer                                              WillSomeone.com   REAL Relationships (Reciprocal, Empathetic, Authentic and Loyal) The Engagement Curve
                   @ChrisHeuer                                              WillSomeone.com  
The era of Experience & Purpose                    @ChrisHeuer                                              WillSomeone.com  
Need New Mindsets, Methods & Measures • Radical Customer Centricity • Experience Design • REAL Relationships                    @ChrisHeuer                                              WillSomeone.com  
Engagement framework and tools                    @ChrisHeuer                                              WillSomeone.com  
”   Engagement is interaction with intention that goes beyond concern for the transaction“                      @ChrisHeuer                                              WillSomeone.com  
•  Trust   •  Insights   •  AFenGon   •  Data   •  Stories   •  Labor   •  More  $  in,  less  $  out   •  Loyalty   What is the ROI of Empathy & Engagement?                    @ChrisHeuer                                              WillSomeone.com  
                   @ChrisHeuer                                              WillSomeone.com  
                   @ChrisHeuer                                              WillSomeone.com  
Topic Topic Topic Topic Topic Topic Topic Topic In Store Online Partner Omnichannel Engagement Matrix                    @ChrisHeuer                                              WillSomeone.com  
Start with your core purpose & an understanding of your key audiences/personas What are they getting on their own? What are they getting with our assistance? What are they getting from others? Topics    This  is  your  keywords,  tags,  SEO  strategy  and        editorial  focus.   Communities    Not  only  the  communiGes  of  interest  around        topics,  but  also  the  self-­‐idenGfying  ones.   Geography    If  you  are  truly  engaging  customers,  you  enable        both  online  and  offline  connecGons.   Actions    What  are  the  things  that  they  want  to  do  but  what        you  want  them  to  do  (buy,  subscribe,  join…)   The Engagement Wheel                    @ChrisHeuer                                              WillSomeone.com  
                   @ChrisHeuer                                              WillSomeone.com   Oracle’s Customer Journey Map
                   @ChrisHeuer                                              WillSomeone.com   IBM Journey Designer Tool
Embrace • Design thinking • Iteration • Never ending improvement • Stakeholder feedback loops • Cooperative conflict                    @ChrisHeuer                                              WillSomeone.com  
Key Benefits •  Decrease cost of sales •  Increase loyalty •  Accelerate innovation •  Attract the top talent •  Decrease employee turnover •  Become partner of choice and the biggest of all…                    @ChrisHeuer                                              WillSomeone.com  
Switching  costs  of  REAL  RelaGonships  are  high…  
                   @ChrisHeuer                                              WillSomeone.com  
Experience Design & Your Customer’s Journey @ChrisHeuer WillSomeone.com Win the Future!

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Customer Journey Experience Design and the Future of Business

  • 1. Experience Design and Your Customer's Journey How the market is changing and what you can do to win the future. Chris Heuer @ChrisHeuer #EEC2015 Presentation, 19 November 2015
  • 2. 2                    @ChrisHeuer                                              WillSomeone.com  
  • 3. My journey here… 23 anos                    @ChrisHeuer                                              WillSomeone.com  
  • 4.                    @ChrisHeuer                                              WillSomeone.com  
  • 5. … it didn’t last                    @ChrisHeuer                                              WillSomeone.com  
  • 6. … I got an ulcer at 24!                    @ChrisHeuer                                              WillSomeone.com  
  • 7. 7 empathy                    @ChrisHeuer                                              WillSomeone.com  
  • 8. 8 I’ve almost always been wrong…                    @ChrisHeuer                                              WillSomeone.com  
  • 9. I’ve almost always been wrong… or rather, I've been at the wrong time.                    @ChrisHeuer                                              WillSomeone.com  
  • 10. 10 I'm a futurist. I spot patterns before the language exists to explain it.                    @ChrisHeuer                                              WillSomeone.com  
  • 11. The Power of C The 3 C’s of the DotCom era •  Content •  Community •  Commerce                    @ChrisHeuer                                              WillSomeone.com  
  • 12. The Power of C The 4 C’s of social media •  Connections •  Context •  Communications •  Collaboration 4                    @ChrisHeuer                                              WillSomeone.com  
  • 13. The Power of C The 5 C’s of Conscious Capitalism •  Cause •  Commons •  Co-creation •  Competence •  Coordination 5                    @ChrisHeuer                                              WillSomeone.com  
  • 14. BREAK FREE From what we’ve always done to do what we’re meant to do
  • 15. the biggest opportunity of the century
  • 16. (Experience  Design)   Purpose   Business  is   exponen2ally   greater  with   purpose  
  • 17. Design meaningful experiences for the customer journey                    @ChrisHeuer                                              WillSomeone.com   Behavior   =   Knowledge   Persona  ƒ  
  • 18. Values, not Value, win hearts, minds and wallets                    @ChrisHeuer                                              WillSomeone.com  
  • 20. Decentralization, democratization and activation                    @ChrisHeuer                                              WillSomeone.com  
  • 21. Be Helpful The Rysing Tyde that lifts all people RysingTyde.org  
  • 22.
  • 23. TREND7                      @ChrisHeuer                                              WillSomeone.com  
  • 24. *                      @ChrisHeuer                                              WillSomeone.com  
  • 25.                    @ChrisHeuer                                              WillSomeone.com  
  • 26. *   from marketing                    @ChrisHeuer                                              WillSomeone.com  
  • 27. *   to market engagement                    @ChrisHeuer                                              WillSomeone.com  
  • 28. What guides our strategy?                    @ChrisHeuer                                              WillSomeone.com  
  • 29. The Experience Curve                    @ChrisHeuer                                              WillSomeone.com  
  • 30. Stories Data Labor Attention Revenue                    @ChrisHeuer                                              WillSomeone.com   REAL Relationships (Reciprocal, Empathetic, Authentic and Loyal) The Engagement Curve
  • 31.                    @ChrisHeuer                                              WillSomeone.com  
  • 32. The era of Experience & Purpose                    @ChrisHeuer                                              WillSomeone.com  
  • 33. Need New Mindsets, Methods & Measures • Radical Customer Centricity • Experience Design • REAL Relationships                    @ChrisHeuer                                              WillSomeone.com  
  • 34. Engagement framework and tools                    @ChrisHeuer                                              WillSomeone.com  
  • 35. ”   Engagement is interaction with intention that goes beyond concern for the transaction“                      @ChrisHeuer                                              WillSomeone.com  
  • 36. •  Trust   •  Insights   •  AFenGon   •  Data   •  Stories   •  Labor   •  More  $  in,  less  $  out   •  Loyalty   What is the ROI of Empathy & Engagement?                    @ChrisHeuer                                              WillSomeone.com  
  • 37.                    @ChrisHeuer                                              WillSomeone.com  
  • 38.                    @ChrisHeuer                                              WillSomeone.com  
  • 39. Topic Topic Topic Topic Topic Topic Topic Topic In Store Online Partner Omnichannel Engagement Matrix                    @ChrisHeuer                                              WillSomeone.com  
  • 40. Start with your core purpose & an understanding of your key audiences/personas What are they getting on their own? What are they getting with our assistance? What are they getting from others? Topics    This  is  your  keywords,  tags,  SEO  strategy  and        editorial  focus.   Communities    Not  only  the  communiGes  of  interest  around        topics,  but  also  the  self-­‐idenGfying  ones.   Geography    If  you  are  truly  engaging  customers,  you  enable        both  online  and  offline  connecGons.   Actions    What  are  the  things  that  they  want  to  do  but  what        you  want  them  to  do  (buy,  subscribe,  join…)   The Engagement Wheel                    @ChrisHeuer                                              WillSomeone.com  
  • 41.                    @ChrisHeuer                                              WillSomeone.com   Oracle’s Customer Journey Map
  • 42.                    @ChrisHeuer                                              WillSomeone.com   IBM Journey Designer Tool
  • 43. Embrace • Design thinking • Iteration • Never ending improvement • Stakeholder feedback loops • Cooperative conflict                    @ChrisHeuer                                              WillSomeone.com  
  • 44. Key Benefits •  Decrease cost of sales •  Increase loyalty •  Accelerate innovation •  Attract the top talent •  Decrease employee turnover •  Become partner of choice and the biggest of all…                    @ChrisHeuer                                              WillSomeone.com  
  • 45. Switching  costs  of  REAL  RelaGonships  are  high…  
  • 46.                    @ChrisHeuer                                              WillSomeone.com  
  • 47. Experience Design & Your Customer’s Journey @ChrisHeuer WillSomeone.com Win the Future!