This document discusses the importance of customer experience and experience design. It emphasizes that experiences cannot be designed but rather supported through solutions that make customers feel smart and keep their flow. Good customer experience is achieved through considering crucial details, addressing edge cases, managing customer expectations, and seeing things from the customer's perspective. Experience design is a crucial success factor as it encompasses customer service, product quality, branding, and building trust - allowing businesses to remain viable.

1. CUSTOMER EXPERIENCE
LEARNING CX SERIES
FEBRUARY 16. 2022
@BENNOLOEWENBERG

2. Source: Ana Domp
Where is the
emergency room ?
(»Urgencias«)

3. @BennoLoewenberg
Photo: @BennoLoewenberg

4. @BennoLoewenberg
CLOSE YOUR EYES …
… think about the last time you had
a remarkably good experience
with a product or service.
What made it so great ?

5. BUSINESS MARKET
CUSTOMER
OFFERING CX
Graphic: @BennoLoewenberg
Value &
Interactions
Context & Focus

6. @BennoLoewenberg
Photo: @BennoLoewenberg
“Bakery Experiences – First class by nature”

7. @BennoLoewenberg
»YOU CAN NOT
DESIGN EXPERIENCES«
(nor bake them)

8. @BennoLoewenberg
DESIGN FOR EXPERIENCES
You can support good experiences
by providing (service through) solutions designed
to make customers feel smarter and to keep their flow.

9. @BennoLoewenberg
Photo: @BennoLoewenberg
“Opening Times: Closed on Mondays, Closed Today”

10. CUSTOMER PERSPECTIVE
1. What is this ?
2. Do I trust you ?
3. What are you offering me ?
and if it passed the ›moment of truth‹ positively:
4. How do I get it ?
Source: Seth Godin

11. @BennoLoewenberg
Source: Huggies

12. DON’T LOVE THE SOLUTION
»Success is not delivering a feature;
success is learning how to solve the customers problem«
»Don’t try to find customers for your product,
instead find a product for your customers«
Sourcen: Mark Cook & Seth Godin

13. @BennoLoewenberg
Photo: @BennoLoewenberg
Crappy pens can deteriorate
an entire customer experience

14. Photo: @BennoLoewenberg
Taking care of
crucial details
helps improving
the experience

15. Sourcen: Charles Eames & Dieter Rams
DETAILS MAKE OR BREAK IT
»The details are not the details. They make the design «
»Good design makes a product understandable
and is thorough down to the last detail «

16. @BennoLoewenberg
Photo: @BennoLoewenberg
slippery when wet (or soapy)
– therefore unusable

17. @BennoLoewenberg
EDGE CASES ARE THE NORM
“Real customers often struggle with ‘simple’ details;
your solution must cover those scenarios
or it will fail for them most of the time”

18. @BennoLoewenberg
Photo: @BennoLoewenberg
“Please don’t touch”
Offering it at first
& than saying ›NO‹

19. Source: @BennoLoewenberg aft. Andreas Koch
CUSTOMER EXPECTATIONS
“A bad service digitalized,
becomes an even worse service.”

20. @BennoLoewenberg
Source: Ted Goff
ATTITUDE

21. @BennoLoewenberg
Photo: @BennoLoewenberg
ATTITUDE

22. @BennoLoewenberg
Photo: @BennoLoewenberg
ATTENTION
“Shadow spot for dogs”
fresh water!
Fostering loyalty
in a big customer segment

23. @BennoLoewenberg
Photo: @BennoLoewenberg
ASSISTANCE
“Magnifying lens”
useful service &
trust-building signal

24. @BennoLoewenberg
Photo: @BennoLoewenberg
FACILITATION
turning
trash
into
service
“Cardboard boxes at your disposal.
Pls. help yourself, see you soon …”

25. @BennoLoewenberg
COMPLETE SERVICE
Only possible, when ALL
departments work together

26. @BennoLoewenberg
Source: John Deere – InSight
PRODUCT-SERVICE SYSTEM
From tractors to
360° farming services

27. @BennoLoewenberg
PERCEPTION SHIFT
Products become physical instances of services.

28. @BennoLoewenberg
Photo: @BennoLoewenberg
MANY FACETTES

29. @BennoLoewenberg
WALK IN YOUR CUSTOMER’S SHOES
Avoid stupid ideas and poor customer experiences
through taking the customer’s perspective
and her/his context into account.

30. @BennoLoewenberg
Source: World Food Programme
WHEN WFP THINKS OF FOOD DELIVERY …
WHEN YOU THINK OF FOOD DELIVERY …
Context & focus: convenience
Context & focus: survival

31. @BennoLoewenberg
CRUICIAL SUCCESS FACTOR
+ Experience Design is Customer Service
+ Experience Design is Product Quality
+ Experience Design is Branding
+ Experience Design is Trust
It is a means for business to stay viable !

32. BENNOLOEWENBERG
LINKEDIN / TWITTER
@