Understanding the customer experience
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The document discusses customer experience and defines it as the sum of all interactions a customer has with a company over the course of their relationship. It notes that customer experience is composed of both factual interactions and emotional experiences. It also discusses how companies can provide the resources for customers to build a great experience at each step of their journey rather than trying to directly provide the experience. Finally, it emphasizes that customer experience is the outcome of a company's efforts to match what customers are trying to achieve through a product or service.
Understanding the customer experience
- 1. Understanding the customer experience November 22, 2012
- 2. “Customer Experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.” Wikipedia A journey composed of many discrete factual interactions and emotional experiences with a company, its goods and services Information Transaction Use © Transitive Society 2012 - Confidential November 2012 Transitive Society 2
- 4. During initial information phase © Transitive Society 2012 - Confidential November 2012 Transitive Society 4
- 5. Around the transaction © Transitive Society 2012 - Confidential November 2012 Transitive Society 5
- 6. While consuming products or services © Transitive Society 2012 - Confidential November 2012 Transitive Society 6
- 8. Companies provide touchpoints, products and services features © Transitive Society 2012 - Confidential November 2012 Transitive Society 8
- 9. Customers bring in their own context at any given time © Transitive Society 2012 - Confidential November 2012 Transitive Society 9
- 10. Unfortunately, facts cannot be dissociated from emotions © Transitive Society 2012 - Confidential November 2012 Transitive Society 10
- 11. When encountering that… © Transitive Society 2012 - Confidential November 2012 Transitive Society 11
- 12. She actually saw that © Transitive Society 2012 - Confidential November 2012 Transitive Society 12
- 13. You cannot provide customers with a great experience, you can provide them with all the resources needed for them to build a great experience at each step of their journey. © 31Volts © Transitive Society 2012 - Confidential November 2012 Transitive Society 13
- 14. Customer Experience is the outcome from a company’s best efforts to make a proposition which will match customers’ attempts to get their job done. © Transitive Society 2012 - Confidential November 2012 Transitive Society 14
- 15. It all begins with trusted relationships
- 16. First person WOM trumps corporate information © Transitive Society 2012 - Confidential November 2012 Transitive Society 16
- 17. It’s about THEM, not about YOU © Transitive Society 2012 - Confidential November 2012 Transitive Society 17
- 18. They are crying for help, not for service © Transitive Society 2012 - Confidential November 2012 Transitive Society 18
- 19. Improve, test, rinse and repeat
- 20. Learn about your customers’ job-to-be-done “If I had asked people what they wanted, they would have said faster horses.” Henry Ford A faster way to get from A to B Customers often do not mean what they say © Transitive Society 2012 - Confidential November 2012 Transitive Society 20
- 21. Involve all stakeholders © Transitive Society 2012 - Confidential November 2012 Transitive Society 21
- 22. Organize for connectedness Trading with human social beings is a social process F acilitate internal and external interaction L oosen processes for exceptions handling U se small and fast real-world experimentations I nspire a culture of learning D esign for empathy © Transitive Society 2012 - Confidential November 2012 Transitive Society 22
- 23. Thank You! Thierry de Baillon +33 (0)6 11 62 49 80 tdebaillon@transitive-society.com t_de_baillon fr.linkedin.com/in/debaillon @tdebaillon www.transitive-society.com www.debaillon.com www.thefutureofcollaboration.com © Transitive Society 2012 - Confidential November 2012 Transitive Society 23