Closure in services, presented at Livework Insights
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The document discusses 'closure experiences' as pivotal points in customer relationships, particularly focusing on the consumer lifecycle and the distinct phases of onboarding, usage, and offboarding. It argues that the customer experience is often biased towards initiation while neglecting the closure aspect, which can lead to dissatisfaction. Various examples from different industries illustrate how poor closure experiences can impact consumer loyalty and highlight the need for businesses to improve this aspect by creating proactive and emotionally fulfilling endings.
![By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences.
Nuclear deterrent
UK spends £205 Billion on Trident
“A nuclear weapon must be always at the
ready, yet never used” Bernard Brodie
Never ending story
Multi-billion £ oxymoron](https://image.slidesharecdn.com/closureinservicespresentedatliveworkinsights2-161129172914/85/Closure-in-services-presented-at-Livework-Insights-40-320.jpg)
![By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences.
Divorce
Never ending story
£205 Billion
Divorce rates doubled between 1970
(58,239) and 1980 (148,301)
Marriage/Divorce
Marriage ended by husband
by saying “Talaq" 3 times
5 reasons considered
grounds for divorce in UK
1. Adultery,
2. Un-reasonable behaviour,
3. Desertion,
4. Lived apart for 2 years and agreed to
get divorced
5. Lived apart for 5 years without
agreement
UK Government
Divorce with
Blame
Immediate
Divorce
JanVan Eyck.Arnolfini Wedding Portrait
Russian revolution in 1918.
• Helped people leave abusive
relationships.
• Lowered the incidents of wives
committing suicide by 8-16%
• 30% decrease in domestic
violence
Betsey Stevenson and Justin Wolfers
No Fault
Divorce
• 1 in 11 Muslim women are
survivors of triple Talaq
• Vast majority receiving no
compensation.
Bharatiya Muslim Mahila Andolan (BMMA)](https://image.slidesharecdn.com/closureinservicespresentedatliveworkinsights2-161129172914/85/Closure-in-services-presented-at-Livework-Insights-41-320.jpg)
Closure in services, presented at Livework Insights
- 1. Closure Experiences Joe Macleod. @mrmacleod @ClosureExp closureexperiences.com Death, Denial and Debt
- 2. What What is a Closure Experience Why the customer life cycle is biased What created this situation How it has impacted us Good and bad Closure Experiences Techniques and models
- 3. The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without negative consequence. Closure ” ”
- 5. 1. 2. 3. Any consumer experience can be broken down into 3 stages On-Boarding Off-BoardingUsage The stable, committed relationship between the user and the service they use, or the product they own. It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship. It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
- 6. engagement time Starting Experiences Closure Experiences Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security On-Boarding Off-BoardingUsage The stable, committed relationship between the user and the service they use, or the product they own. It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship. It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship. Joe Macleod. Closure Experiences.
- 7. Packaging Advertising Marketing engagement time Examples include… T&Cs Inactivity / dormancy Break the contract Examples include… Recycle Starting Experiences Closure Experiences Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security On-Boarding Off-BoardingUsage The stable, committed relationship between the user and the service they use, or the product they own. It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship. It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship. Joe Macleod. Closure Experiences.
- 8. engagement time The interest gap Packaging Advertising MarketingExamples include… T&Cs Inactivity / dormancy Break the contract Examples include… Recycle Starting Experiences Closure Experiences Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security On-Boarding Off-BoardingUsage The stable, committed relationship between the user and the service they use, or the product they own. It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship. It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship. Joe Macleod. Closure Experiences.
- 9. engagement time The interest gap Packaging Advertising MarketingExamples include… T&Cs Inactivity / dormancy Break the contract Examples include… Recycle Starting Experiences Closure Experiences Fuelled by commerce Fuelled by society Language of self actualisation Language of safety and security On-Boarding Off-BoardingUsage The stable, committed relationship between the user and the service they use, or the product they own. It is the effort it takes to get the customer to commit to the product or service relationship. The start of the relationship. It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship. Joe Macleod. Closure Experiences.
- 10. The customer life cycle is biased There is a gap of interest Consumers and industry in codependent denial Joe Macleod. Closure Experiences.
- 11. services products digital …the consequences we see in Joe Macleod. Closure Experiences.
- 12. The Social context of Closure
- 13. Life was hard, El Ángelus. Jean-François Millet. CCJoe Macleod. Closure Experiences.
- 14. death was familiar, Ars Moriendi. Meister E.S.Joe Macleod. Closure Experiences.
- 15. funerals were meaningful, A Burial at Ornans by Gustave Courbet. CCJoe Macleod. Closure Experiences.
- 16. heaven was an attractive reward. Belshazzar’s Feast. John MartinJoe Macleod. Closure Experiences.
- 17. Plague arrived Antonis MilanosJoe Macleod. Closure Experiences.
- 18. Meaningless death Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.
- 19. Miss-managed Raphael's Portrait of Leo X with cardinals Giulio de' MediciJoe Macleod. Closure Experiences. Hacking access with indulgences
- 20. Protestent uprising Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences. Day of reckoning
- 21. Work in the eyes of God Joe Macleod. Closure Experiences. Eisenwalzwerk. Adolph Menzel
- 22. Re-invest in the eyes of God Joe Macleod. Closure Experiences.
- 23. Increased wages Joe Macleod. Closure Experiences. CWD Negative Collection, Orange & District Historical Society work less? buy more?
- 24. Medicine learnt to control death, Portrait of Dr. Samuel D. Gross.Thomas EakinsJoe Macleod. Closure Experiences.
- 25. and hid it away. Gross Clinic on display at the Army Post HospitalJoe Macleod. Closure Experiences.
- 26. Consume Heaven on Earth without end Joe Macleod. Closure Experiences. American Abundance for allVintage ad Wheaties sweepstakes 1958
- 27. Death gave birth to Heaven Work was un-Godly Death was an expected part of life Heaven is abundant on Earth Work and investment Godly. Death is hidden from life So… Joe Macleod. Closure Experiences.
- 28. Closure changed… Joe Macleod. Closure Experiences. Closure had value and a vocabulary Closure is hidden, overlooked and unwanted
- 29. The Psychological Impact of Closure
- 30. Ernest Becker Denial of Death Terror Management Theory “most human action is taken to ignore or avoid the inevitability of death” Joe Macleod. Closure Experiences.
- 31. Terror Management Theory We are all in denial that things end. Joe Macleod. Closure Experiences.
- 32. Terror Management Theory Kasser and Sheldon 2000 Researchers attempted to connect consumption to Terror Management Theory Liberation. M.C. Escher 1955Joe Macleod. Closure Experiences.
- 33. Terror Management Theory Kasser and Sheldon 2000 “suggested that concerns about mortality, although sub- conscious, strongly influence our behaviour and aspirations about material goods and economic status” Joe Macleod. Closure Experiences.
- 34. Terror Management Theory Kasser and Sheldon 2000 “suggested that concerns about mortality, although sub- conscious, strongly influence our behaviour and aspirations about material goods and economic status” this impacts our relationship with consumption Joe Macleod. Closure Experiences.
- 35. Role Exit Helen Rose Fuchs Ebaugh 1988 “doubts are often ignited from organisational changes, personal burnout, a change in relationships, or the effect of some event. These doubts are then reflected to peers or friends as cuing behaviour.” Joe Macleod. Closure Experiences.
- 36. Role Exit First doubts cuing behaviour • Organisational changes • Burnout • Changes in relationships • Events assess following situations seeking out individuals who will reinforce doubts re-evaluation of the situation and temporary halting of the doubting process negative interpretation of subsequent events agreement of others reinforcement of doubts Seek alternatives Joe Macleod. Closure Experiences.
- 37. Closure is started with a doubt Role Exit Joe Macleod. Closure Experiences.
- 38. Closure in the Service Landscape
- 39. Government The only service your born into. Petr Kratochvil. CCJoe Macleod. Closure Experiences. To leave; vote, move or die
- 40. By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences. Nuclear deterrent UK spends £205 Billion on Trident “A nuclear weapon must be always at the ready, yet never used” Bernard Brodie Never ending story Multi-billion £ oxymoron
- 41. By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences. Divorce Never ending story £205 Billion Divorce rates doubled between 1970 (58,239) and 1980 (148,301) Marriage/Divorce Marriage ended by husband by saying “Talaq" 3 times 5 reasons considered grounds for divorce in UK 1. Adultery, 2. Un-reasonable behaviour, 3. Desertion, 4. Lived apart for 2 years and agreed to get divorced 5. Lived apart for 5 years without agreement UK Government Divorce with Blame Immediate Divorce JanVan Eyck.Arnolfini Wedding Portrait Russian revolution in 1918. • Helped people leave abusive relationships. • Lowered the incidents of wives committing suicide by 8-16% • 30% decrease in domestic violence Betsey Stevenson and Justin Wolfers No Fault Divorce • 1 in 11 Muslim women are survivors of triple Talaq • Vast majority receiving no compensation. Bharatiya Muslim Mahila Andolan (BMMA)
- 42. Thad Zajdowicz. CCJoe Macleod. Closure Experiences. Credit cards US household debt as of Q1 2016, is $132,086 www.nerdwallet.com Credit cards US average $15,310 Consumer rewarded for more debt. Never rewarded for paying back. Gaming debt. Not celebrating good debt payers.
- 43. Switch Guarantee Energy industryFinancial industry “people change their bank accounts, on average, every 26 years” “75% of personal current account holders have never switched, with nearly 1 in 5 saying this was because of the hassle and potential risks.” Current Account Switch Service will let consumers safely and reliably switch their accounts between banks in 7 days. Sept 2013 Independent Commission on Banking Report (a) 36% did not think it was possible to change one or more of the following: tariff, payment, method and supplier. (b) 34% said they had never considered switching supplier. (c) 56% said they had never switched supplier, did not know it was possible or did not know if they had done so. Competition and Markets Authority Energy Switch Guarantee is a commitment that promises a speedy and safe switch from one energy provider to another. June 2016 Big industry find it hard to create endings. So watchdogs have to do it for them.
- 44. Joe Macleod. Closure Experiences. Gyms Attrition rate of gyms 30-50%. Even the best gyms are losing 30% each year www.ptdirect.com 2 in 5 people had trouble canceling contracts. 1 in 4 people had a notice period over 1 month. 1 in 5 found they couldn't leave due to being tied in for minimum term. which.co.uk Gyms deny endings with contract lock-ins. Opportunity to create a best in class Closure Experience - celebrate the ending.
- 45. Office of War Information Photograph Collection . CCJoe Macleod. Closure Experiences. UK Financial Ombudsman Negotiate settlements between customers and companies in UK 2009 considered 127,000 cases. In 2014 this leapt to 512,000 £13.4bn cumulative payouts mis- selling PPI UK
- 46. Cultural bias towards On-Boarding Users trapped in contracts Business fail to create closure Off-Boarding lengthy, legal and hidden Joe Macleod. Closure Experiences. Services
- 47. As an industry, services don't do endings well. Joe Macleod. Closure Experiences.
- 48. A good Closure Experience will be…
- 49. Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. A good Closure Experience will be… Joe Macleod. Closure Experiences.
- 50. Consciously Connected Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
- 51. Canon fail to link the starting experience, and the closure experience - despite having all the bits. Nearly 500ml of redundant space in Canon packaging. A printer pioneer, having operated a cartridge recycling program since 1990. Users don’t understand what ‘benzisothiazol’ means and therefore can’t action anything about it. On-Boarding Off-Boarding Fill in form, sign T&Cs - 2300 words. Usage Canon Ink Cartridge Joe Macleod. Closure Experiences.
- 52. Joe Macleod. Closure Experiences. Sales interviews The conversation is a ‘sales opportunity’ Sky requires the customer to have a 1 hour phone call if they want to leave Gavin Hackwood from UK. Attempted to leave Sky. After 90 minute call his request was denied.
- 53. Pensions Pensions need to connect a Starting experience and a Closure experience over decades. 1 in 4 of these pension pots goes missing through lack of contact. Age Concern Average of 11 employers in our lifetime. Department for Work and Pensions UK 20s 65s40 years of v i s i b i l i t y lifespan Joe Macleod. Closure Experiences.
- 54. Emotional Triggers Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
- 55. Marie Kondo Tidying Technique New York Times Questioning: does a product ‘bring you joy?’ helps the owner understand the meaning if ownership and responsibility. Encourages emotional endings with the clutter in your home ‘Goodbye, and thank you for teaching me what doesn’t suit me’ Joe Macleod. Closure Experiences.
- 56. Actionable Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
- 57. HTC One Mini Packaging Some packaging mis-places closure Starting experiences wrapped up as long term responsibility Closure experience overlooked as important or actionable Joe Macleod. Closure Experiences.
- 58. Carbon off-setting on flights. As part of the customer lifecycle worked. Carbon off-setting for flights was part of the customer purchase lifecycle. Sadly it has moved into the background, and airlines do it as part of their Social Responsibility. Carbon off-setting for your flight A perfect moment to ask about a Closure Experience Joe Macleod. Closure Experiences.
- 59. Timely Closure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
- 60. A commitment to the perceived lifetime of the product CCO by Ryan Stone Traditional approaches of warranty aim to reassure against failures in the product. KIA aims to deliver assurance to the lifetime of the product. Kia KIA 7 year warranty disrupted the market when it first launched. Joe Macleod. Closure Experiences.
- 61. Mortgages Jameslwoodward There should be a period of reflection and celebration.30 years of payback shouldn't end in a moment Sadly debt is only celebrated, when more debt is added. Paying off debt is not celebrated, avoiding a Closure experience for the user. Joe Macleod. Closure Experiences.
- 62. DNR. Do Not Resuscitate Jameslwoodward Occasionally resuscitation takes place despite the existence of a DNR. Prompting many elderly people to get their first tattoo. DNR is over burdened as an interface. A DNR document is a humble A4 piece of paper that informs medical staff about the life and death intentions of the user. Joe Macleod. Closure Experiences.
- 64. On-Boarding Off-BoardingUsage Closure Experiences Joe Macleod. Closure Experiences. Consequences Transaction types Key moments 1. 2. 3. Customer lifecycle
- 65. 65 Consequences Joe Macleod. Closure Experiences. Rebirth Reflection Rest Released to take part in another experience Look back at a wonderful experience Provides an opportunity to rest, a moment of peace Closure Experience will bring about Resentment I could have made more of that opportunity Regret I feel cheated, and its someones fault. Desirable Avoidable 3.
- 66. 66 Closure Experiences There are 5 main types of closure experiences the user has with Services. Joe Macleod. Closure Experiences. Time out Credit out Task/Event completion Withdrawal Lingering 2 week holiday, 3 year degree, 1 year software subscription, Pay As You Go, Points on your driving license Parcel delivered, boiler fixed, car serviced, concert watched, operation successful, money transferred Break the contract, leave the film early, end the relationship, A pension that you no longer pay into. An unused gym membership 2 3 4 51 2.
- 67. 67 Transaction types Joe Macleod. Closure Experiences. Payment after delivery Payment before delivery Scheduled payment Synchronous Continuous observation restaurants, plumbers, hairdressers, taxis flights, trains, music concert gym membership, car insurance, utility payments digitised services, pay- as-you-go, commissioned services Google Maps, Facebook, phone manufactures, carriers The Transaction type establishes the relationship for the rest of the service delivery and therefore characterises the Closure Experience. 2 3 4 51 1.
- 68. So…
- 69. Balancethe l i f e c y c l e Joe Macleod. Closure Experiences.
- 70. value death, in life. Joe Macleod. Closure Experiences.
- 71. for every start, Joe Macleod. Closure Experiences.
- 72. design an end Joe Macleod. Closure Experiences.
- 73. every emotional Joe Macleod. Closure Experiences.
- 74. HELLO!
- 75. deserves Joe Macleod. Closure Experiences. a
- 76. grateful Joe Macleod. Closure Experiences.
- 77. GoodbyeJoe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com