The Customer View
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The document provides an overview of how to take a "customer view" when designing products and services. It discusses creating customer groups based on shared needs and attitudes. Journey mapping is introduced as a way to visualize a customer's experience from start to finish. The presentation walks through sketching a current customer journey, envisioning an ideal future journey, and designing touchpoints to improve the experience based on customer needs and emotions at different stages. Taking a customer view is presented as key to building trust and loyalty between a company and its customers.
The Customer View
- 1. The Customer View Master Class for VU University, Amsterdam Lea Ward, Creative Director January 22, 2014
- 2. Today 01 Learn to take a “customer view” • Create customer groups • Use journey mapping 02 See how this translates into businesses that work better © Cnote 2014
- 3. © Cnote 2014 Who’s Cnote?
- 4. We design products and services that add meaning to the daily lives of customers. Lea Ward Creative director Sophie Geelen Cnote: founded in 2006, 10 women, 1 man plus network of freelancers, offices in Amsterdam & Boston © Cnote 2014 CX Consultant
- 5. © Cnote 2014 Self-service transfer experience at Schiphol
- 6. to online © Cnote 2014 The customer experience for Expresso
- 7. Tablet assisted sales at the Bijenkorf
- 8. Our vision Investing in customer experience builds a relationship of trust between company & customer that pays out. Stock performance + 22% 0% for CX leaders Source: Forrester Research, Outside In, 2013. on average - 49% for CX laggards
- 9. Awards, publications and conferences bla bla bla
- 10. © Cnote 2014 What is the “customer view”?
- 11. A company view Lisa Let’s take a company that makes and sells women’s clothing. Production Their customers are important, and they circle around the company. Finance Design Marketing Tech Sales © Cnote 2014 They are organized via departments that focus on the designing, manufacturing and retailing of things like dresses.
- 12. A company view Start ? Let’s take Lisa. She just got engaged to an Englishman. She is invited to London to meet her potential mother-in-law. The right dress could make all the difference. She buys one, packs it in a suitcase so it doesn’t wrinkle, and takes a taxi to the airport. Klant On arrival she goes straight to dinner (changing at the airport) and – ideally– hits it off with her future mother-in-law. Lisa’s life The companies who understand her needs will be ones she does business with for life. © Cnote 2014
- 13. © Cnote 2014 How can a company “get” the customer view?
- 14. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
- 15. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
- 16. What are Customer Groups? • Customers with shared attitudes & needs vs. a service or product • Dynamic & flexible – customers move in and out of groups What are they used for? • To determine customer strategy • To give the customer a face for the organisation © Cnote 2014 • To improve product & service design based on customer needs 16
- 17. For example Target group vs Customer group “If only I could afford it, but for now it’s a treat to visit” Women 49+, above normal income, working in healthcare Shoppers who buy during sale, and on special occasions buy full price. Love the pampering & exclusive feel of the experience. © Cnote 2014 17
- 18. How to create Customer Groups 1. Understand customer needs & attitudes 2. Find the key dimensions > axes 3. Create & bring to life © Cnote 2014 4. Check with front line staff, data 18
- 19. 1: Understand needs and attitudes • What’s the service you want groups for? o The brand overall? o Or just shopping in-store? o Or a new personal shopper service? • Observe, ask, listen Interviews with customers o Front line staff o Observations o Data analysis For example • 11 interviews with ‘experts’ (shop- and regional managers) • 147 observations and customer interviews © Cnote 2014 o 19
- 20. 2: Select the key dimensions > axes • Do data & interviews suggest key criteria? o Loyalty? o Frequency? o Approach to service (why and how they come)? o Do on your own vs. prefer to have others do it for you? • What do front-line staff / experts use in dealing with customers? • Try it out – plot people you interviewed to see if clusters form © Cnote 2014 20
- 21. For example, at a women’s fashion retailer, key criteria are loyalty & reason to shop Level of loyalty Don’t really know this brand © Cnote 2014 “I want this” “I’m looking around” Focus in shopping “I buy here all the time” 21
- 22. And we plot the Customer Groups on these criteria “I buy here all the time” Dress me! (30%) The splurger (10%) Passer-by (20%) Don’t really know this brand Wowdiscoverer (5%) © Cnote 2014 “I want this” Level of loyalty “I’m looking around” Focus in shopping Pantsseeker 5% Fashion connoisseur 25%
- 23. 3: Create & bring Customer Groups to life • Fill them in, give them a size, and a name • Flesh them out o Characteristics? How would you recognize them? Biggest needs towards the service o Opportunities? o © Cnote 2014 • Cross check with front-line staff and data 23
- 24. Bring groups to life: Define key characteristics, attitude & needs Customer groups - Women’s fashion retailer “I buy here all the time” Dress me! (30%) • Conscious about fashion and knows what she wants • The FAN: Loves the feminine and easy to combine clothing • Likes the uniqueness of the brand’s clothing • Not familiar with fashion trends, or a bit uneasy with them • Would also shop at small boutiques • Assistants advise and give her affirmation Don’t really know it © Cnote 2014 “I want this” Fashion connoisseur 25% “I’m looking around” Focus in shopping Level of loyalty
- 25. Another example Customer Groups for a Hospital Pharmacy How serious is the disease • Must buy medicine from hospital • Long experience with hospital • Have already had their medication explained by the nurse Shock! (2,5%) First time • Now want to go home a.s.a.p. Captive customers (20%) • Just heard that they’re sick • Are looking for support • Want an extensive explanation of their medication Mild © Cnote 2014 Very often How often at pharmacy Very serious
- 26. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
- 27. © Cnote 2014 What is a customer journey?
- 28. © Cnote 2014 Is it going to stop?? Wait Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 28
- 29. Ugh…. 2 people in front of me Wait Call © Cnote 2014 Is it going to stop?? Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 29
- 30. Is it going to stop?? Ugh…. 2 people in front of me Wait Call Ride © Cnote 2014 Yuck. The smell of cigarettes! Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 30
- 31. Is it going to stop?? Ugh…. 2 people in front of me Wait Call Ride Is that right? Have to find Pay money… my © Cnote 2014 Yuck. The smell of cigarettes! Getting from A to B by taxi Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 31
- 32. Look up Source: Uber © Cnote 2014 UBER: Not a taxi but a private driver 32
- 33. Look up Source: Uber Order © Cnote 2014 UBER: Not a taxi but a private driver 33
- 34. Look up Source: Uber Order Ride © Cnote 2014 UBER: Not a taxi but a private driver 34
- 35. Look up Source: Uber Order Ride Pay © Cnote 2014 UBER: Not a taxi but a private driver 35
- 36. With products that fit seamlessly … Bron: Uber 36
- 37. Spot on direct & social marketing … Bron: Uber 37
- 38. Dialogue to involve the customer … Bron: Uber 38
- 39. … and a pro-active approach to issues Bron: Uber 39
- 40. © Cnote 2014 What do you want to know in a journey?
- 41. The journey(s) Start ? Klant Shopping journey Flying journey Taxi journey © Cnote 2014 Lisa’s life
- 42. Flight cancelled! Touchpoints A Airline B What (doesn’t) work? © Cnote 2014 Lisa What happens? Emotions? Needs? Issues?
- 43. © Cnote 2014 Observe & interview Zelf ervaren
- 44. © Cnote 2014 Experience it yourself
- 45. Through interviewing, observing and experiencing Fill in today’s journey Cancelled? Oh no! Lisa Touchpoints Another 4 hrs !? No Alternative Long lines Kiosk SMS Transfer Web App Social media B Fast response Rebooking Airline © Cnote 2014 A Dead-end road I assume they can help me
- 46. © Cnote 2014 Here’s the template we use
- 47. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
- 48. © Cnote 2014 What could it be?
- 49. © Cnote 2014 Look at parallels
- 50. © Cnote 2014 Organize creative sessions
- 51. Fill in ideal journey Lisa Touchpoints SMS App Social media B Airline What is going on? © Cnote 2014 A Emotions What is going on? Web Touchpoints Kiosk Transfer Per customer group
- 52. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
- 53. Key issue for Lisa is luggage and the rules on checking vs. carry-on. This RyanAir email puts emphasis on luggage up front and center. © Cnote 2014 Design the touchpoints based on customer needs 53
- 54. © Cnote 2014 Make sure things connect at right moment 54
- 55. foto: nu.nl © Cnote 2014 Make sure it works
- 56. 3. Visualize tomorrow’s journey 2. Sketch today’s journey 4. Design the experience © Cnote 2014 1. Make customer groups
- 57. ? Klant Lisa’s life © Cnote 2014 At the end of the journey, mom-in-law approves, and... Start
- 58. © Cnote 2014 Lisa: “Yes I do!”
- 59. And for your own work? 01 Customer groups What groups are relevant for your business or service? 02 Journey What do customers do today? Needs? Issues? Emotions? Hiccups? 03 Journey tomorrow 04 Design How does your service improve their journey? How to use this to attract customers? How to improve the proposition based on “customer view”? © Cnote 2014 today
- 60. For more tips & tools Examples via Schmula blog Pinterest Board How To: Stanford D School Template via Design Thinkers Contact us © Cnote 2014 How To : Adaptive Path 60
- 61. Customer Experience Design Lea Ward, Creative Director @LeaRW Lea@Cnote.nl Sophie@Cnote.nl +31 (0)6 11 774 803