Shanghai Runner Experience
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The document analyzes the runner experience at the Shanghai International Marathon, highlighting the importance of customer experience frameworks in understanding this process. It identifies key moments across five stages of interaction and critiques various aspects of the event, such as registration, logistics, and post-race services, suggesting that significant improvements are needed. Key recommendations include enhancing communication, simplifying registration, and providing better facilities for runners.
Shanghai Runner Experience
- 1. Shanghai Runner Experience From Emotions to Notions: Dissecting the Shanghai International Marathon To Unlock Hidden Value Luca Destefanis |
- 2. 1. The Customer Experience Framework 2. From Customer Experience To Runner Experience 3. Assessing The Runner Experience in the Shanghai International Marathon Luca Destefanis |
- 3. 1. The Customer Experience Framework Customer Experience Framework Relationship Value proposition Value Perception Customer Company Customer Experience Value Realization Value Expectation Luca Destefanis |
- 4. 1. The Customer Experience Framework Value Flows in The Customer Experience Framework The Value Proposition defines a Value Perception is the customer company’s strategy in terms of unique evaluation of all of the benefits and mix of product, price, place, service, costs of being in relation with the relationship and image Relationship company - compared to alternatives Value proposition Value Perception Customer Company Customer Experience Value Realization Value Expectation Value realization consists in the Value Expectation derives from outcome of relationship between customer wants and needs, previous company and customer experiences, company communication and word-of-mouth Luca Destefanis |
- 5. 1. The Customer Experience Framework Customer Experience: Value Drivers Across Channels Value flows Customer Experience Value flows Aributes Easy Complete Time Trusted Unbroken Unique efficient Web Contact Center Mail Channels Store Smartphone …. Channel Value Drivers Usability Functionality Performance Security Integration Brand Luca Destefanis |
- 6. 1. The Customer Experience Framework 7 Key Rules To Deliver a Great Customer Experience #1: Make your customer life easier #2: Empower your customers to reach their goals #3: Save your customer time #4: Make your customer trust you #5: Think about customers, not channels #6: Let your customer hear your unique voice #7: Measure, gather feedbacks and continuously improve Luca Destefanis |
- 7. 2. From Customer Experience To Runner Experience Runner Experience: 5 Steps Interaction Process Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race Luca Destefanis |
- 8. 2. From Customer Experience To Runner Experience Runner Experience: 25 Moments of Truth Across The Interaction Process Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race § Detailed information § Clear and simple rules § Toilets available § Overall quality of § Medal timely updated of registration § Hydration available course § Gis § History, previous § Smooth online § Changing Rooms easy § Overall quality of § Changing Rooms and edition numbers and registration process in to access restoration showers easy to access key facts addition to physical § Overall entertainment § Overall entertainment, § Entertainment § Easy access to web and one to get runners excited, especially important (especially important all the key contacts: § Different payment family members happy, aer km 35 for family members mail, phone options: and aract new § Medical assistance and friends waiting for § If registered to § Immediate interested parties readily available athletes) previous edition, confirmation of § Safety (i.e. no cars) monthly newsleer registration § Timely runner info from organization § Easy and quick bib available through web commiee collection and app § Tourist info: venues, § Rich and entertaining places to stay… expo Luca Destefanis |
- 9. 2. From Customer Experience To Runner Experience Runner Experience: Relevant Channels Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race Web Contact Center Mail Expo Smartphone Course* *including Start and Finish areas Luca Destefanis |
- 10. 3: Assessing The Runner Experience in the Shanghai International Marathon Shanghai International Marathon | Step 1 Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race Requirements In Shanghai: § Detailed information timely updated § Basic information is there, static website with no updates § History, previous edition numbers and key facts § Almost nothing on previous edition § Easy access to web and all the key contacts: mail, phone § Contacts are there, but do not work § Monthly newsleer from organization commiee § No § Tourist info: venues, places to stay… § No integration with hotel, no special offer, no reason to visit Shanghai Key: Low High Luca Destefanis |
- 11. 3: Assessing The Runner Experience in the Shanghai International Marathon Shanghai International Marathon | Step 2 Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race Requirements In Shanghai: § Clear and simple rules of registration § Easy and detailed information § Smooth online registration process in addition to physical one § Does not work. You register, pay, and when you try confirming registration with race number, the system does not recognize you § Different payment options § Only PayPal § Immediate confirmation of registration § You are blind to the day you try to collect the race number § Easy and quick race number collection collection § A mess. 30’ or longer. Errors not fixed § Rich and entertaining expo § Could not be nothing less Key: Low High Luca Destefanis |
- 12. 3: Assessing The Runner Experience in the Shanghai International Marathon Shanghai International Marathon | Step 3 Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race Requirements In Shanghai: § Toilets available § This is the real worst part of Shanghai International Marathon. The overall logistic is a mess, approaching the § Hydration available starting line (at 7am) is a nightmare, collection of personal § Changing Rooms easy to access belonging is scaring. That day, the rain made things looking worse, but overall a long way to go for an event § Overall entertainment with more than 15 thousand runners Key: Low High Luca Destefanis |
- 13. 3: Assessing The Runner Experience in the Shanghai International Marathon Shanghai International Marathon | Step 4 Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race Requirements In Shanghai: § Overall quality of course § From the Bund to the stadium, nice overview of Shanghai § Overall quality of restoration § Average, nothing specific to mention § Overall entertainment, especially important aer km 35 § Quite poor, almost not existing, some spontaneous group of people with music supporting runners § Medical assistance readily available § Could not say while running, but hopefully there § Safety (i.e. no cars) § Quiet a good job from police in a city highly trafficated § Timely runner info available through web and app § None Key: Low High Luca Destefanis |
- 14. 3: Assessing The Runner Experience in the Shanghai International Marathon Shanghai International Marathon | Step 5 Runner Experience 1 2 3 4 5 Research Registration Before the Run Aer the Race Race Requirements In Shanghai: § Medal § Again, as for Step 3 – Before the Race: a long way to go. The post marathon area should be fun for runners, their § Gis family and friends. Nothing like this at Shanghai § Changing Rooms and showers easy to access International Marathon § Entertainment Key: Low High Luca Destefanis |
- 15. thanks Luca Destefanis |