International Customer Experience World Presentation
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Design tips for brands who want to be loved in social media In this mobilized, socialized world it becomes more and more important for brands to understand the consumer’s always changing expectations. I now expect my grocer to tweet back in 10 minutes because my bank does it and I expect my favourite neighbourhood coffee shop to give me discounts when I check in on Foursquare because Starbucks does it. The experience designer is faced with challenges that the always on-net and social consumer creates through their reasonable and sometimes unreasonable expectations. Word of mouth has turned into word of the ever mighty thumb and in his mobile world, all I have to do is tweet a brand about how angry they make me and instantly I can influence the purchasing behaviour or my and their followers. This presentation will share insights of how to design experiences for the traditional and now social channels with the aim to be transparent, consistent, authentic and true to the brand’s essence.
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International Customer Experience World Presentation
- 1. How can I exceed your expectations when they keep on changing? Chantel Botha Experience Consultant for Sanlam Personal Finance
- 2. Nothing has changed …
- 5. Baltimore - Sunday Night Club
- 6. Baltimore – Redwood Trust
- 7. Buenos Aires - Tango
- 8. What do tribes share? Basics Connection & Belonging Geographic location Shared Interests Actions Communication
- 11. Social network stats in South Africa Social network Registered users Source Mxit 10,000,000* MXit / World of Avatar Facebook 4,840,360 SocialBakers BBM 3,300,000 Rough estimate based on Our Mobile Planet stats LinkedIn 1,100,000 World Wide Worx and Fuseware Twitter 1,100,000 World Wide Worx and Fuseware Google+ 466,828 Plusdemograph * Number of active users, not registered shown in absence of accurate data. Source: MyBroadband Article “Biggest social networks in South Africa “ by Jan Vermeulen
- 12. SAPA: “SA tops African tweeting list according to study “ 26 Jan 2012
- 13. SPEED
- 14. REACH
- 15. CHOICE
- 16. VOLUME
- 17. SCALE
- 18. EFFORTLESS
- 20. What are your customers experiencing today?
- 21. BRAND – What I feel about the company SERVICE – how was I treated EXPERIENCE – how I feel about myself
- 22. The total Value Proposition Price Product Service Emotional Time Product/Packaging People Processes Sales/Distribution Channels of engagement
- 23. Share of voice-> heart … Service experience Planned marketing – based communications communications Audience experience Product experience Unplanned – based marketing communications communications Source: Marketing Communications: Interactivity, Communities and Content Chris Fill
- 26. They did not ask… “What new banking product are we going to develop?”
- 27. They did not ask… “How can we cut banking costs?”
- 28. They asked “How can we make people going freaking crazy over our brand?”
- 34. HIGH Expectations are created… • If you ignore customers, they will start ignoring you back • Word of mouth will acknowledge your existence and performance • The absent ones will be frowned upon
- 35. It’s an eco system not an ego system
- 36. Journalistic Questioning Who? When? What? To Where? whom? How? Why?
- 38. Digital Ecosystem 1 Public Web Site 2 Blog 3 Image Gallery 4 Print & Multi-Media Publish Content 5 Mobile 6 Twitter 7 Linked In 8 Industry Stakeholders Listen & Engage Personal Profile Follow Personal Profile Company Page Listen Company Page Interest Group Engage
- 39. What are the driving forces in your digital eco system? • Who are you? • Your tribe? • Competitors • Non traditional competitors…
- 40. “If you think you are in control, you’re fooling yourself. As soon as you start listening, you realize you’re not in control. And letting go will yield more and better results.” – Charlene Li, author
- 41. From bland to BRAND
- 42. Th e t o t a l At t e n t i o n c u s t o me r E c o n o my j o u r n e y Mo me n t o f t r u t h 1. E x p e c t a t i De l i b e r a t eo n s De s i g n 2. E m o t i o n s 3. D e l i g h t 4. D i s a p p o i n t me n t
- 44. Non-Touch Points
- 45. “Being very good is bad!” SETH GODIN
- 46. Be bad
- 47. Be Deliberate
- 48. Be Integrated
- 49. Be Consistent
- 50. Be Authentic
- 51. “In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.” ~ Charles Darwin
- 52. Thanks Call me on 083 603 8249 Connect with me on Linked In Follow me on Twitter @chantelbot Email me chantel.botha@sanlam.co.za Follow my blog http://chantelbotha.wordpress.com/
Notes de l'éditeur
- Web Resourceshttp://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/http://www.designthinkers.nl/designthinkers/nl/8http://www.atkaonline.com/blog/south-africans-embrace-social-mediahttp://mybroadband.co.za/news/internet/44061-biggest-social-networks-in-south-africa.htmlhttp://mybroadband.co.za/news/internet/42237-sa-tops-african-tweeting-list-according-to-study.htmlhttp://www.tomorrowtoday.co.za/2012/03/14/top-20-websites-in-south-africa-2012/
- 10. Images are king. Verbal content, by virtue of its sheer volume, is increasingly perceived as noise. We are entering a new era of collage, where the mind of the viewer is the assembling artist. Verbalization happens post facto, the residue of headline skimming and subconscious synthesis. The esthetics of digitally enhanced images will become increasingly powerful as a vehicle for cutting through the clutter. Manipulating semantics or semiotics via images will become increasingly sophisticated, both in the private and public sectors. High-definition displays and portable form factors will be popular mass markets. Indexing and searching images, on the other hand, while technologically interesting, will be of peripheral impact.9. Songs are the spiritual property of the young. They construct their identities around them and feel they own the rights to them in a way that no economic contract could interpret. Sharing songs and sets of songs is a type of free speech. By contrast, films have nowhere near this visceral appeal and matter much less.Operating on songs is the paradigm for the new creative consumer who will not create content so much as modify it and send it along. Tools and sites that let people extract, reframe, and re-present will be core enablers, a la MySpace, UTube, and the like.8. There is no place to hide. This is good for exposing the horrors of man’s inhumanity to man. It is bad for the privacy advocates. It is meaningless for the security forces as no command-and-control big brother can keep up with the sheer volume of self-organizing chaotic systems in flux.Next-generation security will organize around the person and the personal identity instead of the data and the institution. Mobility will only complicate this challenge.7. Wikis rule and “crowd-sourcing” works! Outsourcing tasks to a self-organizing community of volunteers, a la open source software, is proving to be a powerful tactic for tapping into the collective wisdom and experience of the planet. Surprisingly, this mechanism is nowhere near as susceptible to demagoguery as edited media.The wiki model is becoming a de facto collaboration paradigm within private enterprises with global reach. It seems likely to spawn comparable efforts in the public sector: a wiki-versity, a wike-health-care-system, a wiki-disaster-recovery-effort. We will get object lessons in the power of memes (or the lack thereof).6. Games tell all. Anthropologists of future centuries can be spared digging through layers of sedimentary rock. Instead they will just need to find game machines that let them play World of Warcraft or play back the history of an avatar in Second Life. All the metaphors of contemporary culture are being acted out in one or another corner of this virtual universe. And currency exchanges are beginning to link this universe to the physical one.The emphasis on symbolic interactions in a digital lifestyle will have unpredictable effects on self-perception and social norms. Historically the real world has set the norms and the digital world reflected them, but the obverse can be expected to be true going forward. Games can become living laboratories to explore strategies for living, a role played by literature and drama in ages past.5. Services displace products. In the digital world, as bits substitute for atoms, products are reconceived as services. This is the threat that Google poses against Microsoft. Services companies still have not completely caught up with this. They tend to describe their offers as products, which, although convenient as a means for integrating them into traditional organizational thinking, profoundly misrepresents their dynamics and causes companies to miss whole dimensions of consumer experience, need and value.4. Everything is media. While advertising will not pay for everything, everything will become a potential opportunity to advertise. This means that at least some technology adoption life cycles can be short-circuited by providing the disruptive innovation for free. If advertising is the default funder of digital offers, then consumption is the ultimate paradigm. Over time people and cultures will weary of this, and socially constructed content will become more pervasive as an escape from constantly being pitched.3. Outsourcing and offshoring are inevitable. Digitization of work is profoundly world-flattening. In an Internet-enabled world, as work itself becomes digitized, markets cannot be protected. This will be hugely dislocating to the developed economies in the short term. Longer term, it will be the single most effective tool to combat global poverty and its cousin terrorism.Instrumentation and institutions that create visibility and control over processes that span geographical and enterprise boundaries will become increasingly powerful. Everything will ultimately resolve to a Service Level Agreement and a series of compliance-assuring mechanisms.2. Symbolic competence creates competitive advantage. On the web, as one cartoonist famously noted, no one knows you are a dog. All they experience about you is a function of your ability to manipulate vocabulary and symbols. This puts liberal arts education in high relief. The digital world will move from being an engineering phenomenon to a cultural one. Memes, brands, reputations, causes—all will seek to recruit the most powerful symbolists to their ends.1. Omnipresent distractions increase the need for inner peace. Digital systems intrude into every aspect of life and, unrestricted and unbalanced, can overwhelm our perception of personal and social values. The resulting alienation will lead to a search for direct personal spiritual experience.Traditional religion, with its reliance on belief, will be undermined by digital communications, for as symbolic manipulations becomes increasingly transparent, it creates distrust in any institution that engages in it. In this context, meditation, yoga, and other forms on non-mediated spiritual experience will become increasingly attractive.