Lessons from BSSP/Contagious Now/Next/Why-June 9th-San Francisco- speakers included- Google, IDEO, Black Tomato, Slack, Tenderloin HIP, Rapha, Under Armour

1. HOW DO YOU OBSESS THE EXPERIENCE?
LEARNINGS FROM BSSP/CONTAGIOUS- NOW/NEXT/WHY-
JUNE 2015

2. OUR PARTNER: CONTAGIOUS = COMMUNICATION FORESIGHT
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3. THE EVENT- JUNE 9TH- 150- PEOPLE SF’S GOLDEN GATE CLUB
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4. OUR SPEAKERS
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Luxury travel agent
Company communication tool
Luxury bike apparel company
Google’s Lab for the
future of advertising

5. RULES OF EXPERIENCE: MATT WATKINSON- AUTHOR AND CONSULTANT
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6. WORKSHOP: TENDERLOIN HIP
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How do you create a terrible experience for drug dealers in the Tenderloin?

7. WHY DOES EXPERIENCE
MATTER?

8. WHY DOES EXPERIENCE MATTER?- IT’S SERVICE
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9. WHY DOES EXPERIENCE MATTER?- THE BUSINESS REALITY
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It costs 5X more to
acquire a new customer
than to keep a current
one

10. WHY DOES EXPERIENCE MATTER? CUSTOMERS DEMAND IT
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11. WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO
-EXPERIENCE = Any interaction, any place, any time
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12. WHY DOES EXPERIENCE MATTER? IT’S EVERYTHING YOU DO
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“Talk less, do
more”
Tom Raith IDEO

13. WHAT DOES EXPERIENCE MATTER? IT’S HOW YOUR BRAND PROVES
YOURSELF
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14. WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER
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15. WHY DOES EXPERIENCE MATTER? NEW WAYS TO DELIVER
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16. WHY DOES EXPERIENCE MATTER? NEW EXPECTATIONS
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17. WHY DOES EXPERIENCE MATTER? WE LIKE THEM BETTER THAN PRODUCTS
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Source: Cornell University- 2013

18. HOW DO YOU OBSESS
THE EXPERIENCE?

19. HOW DO YOU OBSESS EXPERIENCE?
1. Build a Strategic Foundation
2. Experience Ideas Need to Have Real Business Value
3. Think Like a Human-Is the Experience Thoughtful?
4. Locate Opportunities to “Wow” through experience
5. Go for the easy wins first
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20. 1. BUILD A STRATEGIC
FOUNDATION

21. 1. BUILD A STRATEGIC FOUNDATION
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“Understand the
“why” and the
“what” will follow”
Matt Watkinson

22. 1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF
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23. 1. BUILD A STRATEGIC FOUNDATION- KNOW YOURSELF
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Rapha’s Enemy
Under Armour’s Boardroom

24. 1. BUILD A STRATEGIC FOUNDATION- KNOW WHERE YOU’RE HEADED
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https://vimeo.com/69062155

25. 1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER
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Everyone at Slack has to work in customer service

26. 1.BUILD A STRATEGIC FOUNDATION- KNOW YOUR CUSTOMER
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“Everyone who travels wants great stories”- Tom Marchant

27. 1.BUILD A STRATEGIC FOUNDATION-KNOW YOUR CUSTOMER
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Focus-The child is the customer, not the parent

28. 1. BUILD A STRATEGIC FOUNDATION- KNOW THE JOURNEY
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29. 2. UNDERSTAND THE
BUSINESS VALUE OF IDEAS

30. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
1. Be clear about what you are trying to do
2. Understand how the idea contributes to the business
3. Is it about acquiring or retaining customers?
3. Identify and be clear about determining if the idea is about attention or
experience -each type has a different value
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31. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
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Warby Parker’s Stores aren’t a vanity project
They deliver the most sales/sq ft in retail after Apple

32. 2.UNDERSTAND THE BUSINESS VALUE OF IDEAS
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Sephora’s contouring app is like digital glue providing utility with user education, but also
connecting users directly into the brand’s products, services and commerce

33. 3. THINK LIKE A HUMAN

34. 3. THINK LIKE A HUMAN- THINK ABOUT THEM
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Are you really thinking about the user and how you can make their lives easier
and better?
Are you putting yourself in their shoes?
Are you testing for potential frustrations?
Are you thinking through all the steps?
Think about how it’s going to make the user feel

35. 3. THINK LIKE A HUMAN
“We aren’t doing anything magical,
we doing human things.”
Anna Pickard-Slack
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36. 3. THINK LIKE A HUMAN
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Slack’s welcome robot

37. 3. THINK LIKE A HUMAN- BE THE “FIXER”
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38. 3. THINK LIKE A HUMAN- HOW DO YOU HELP?
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“We (human beings) are engineered to
save energy for survival.”
Matt Watkinson

39. 3. THINK LIKE A HUMAN-HOW CAN YOU HELP?
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Rapha locates its stores close to cycling routes out of cities
Cycle route out of NY

40. 3. THINK LIKE A HUMAN- HOW CAN YOU HELP?
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41. 3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT
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42. 3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT
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Maybe it’s better for a hotel to give a cookie when the guest leaves or has a problem,
rather than when they arrive = Save the cookie for “peak moments”

43. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
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XX plays to 50--people- the audience walks out to the stage and the band is there to greet
them

44. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
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The first connection many of Under Armour’s customers will have with the brand, is
digital.
How do they make it human?

45. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
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The brand knows the type of help you need

46. 4. LOCATE OPPORTUNIES
TO “WOW”

47. 4. LOCATE OPPORTUNITIES TO “WOW”
“People don’t know where they want
to go, but they have a good idea of
how they want to feel”
Tom Marchant- Black Tomato
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48. 4. LOCATE OPPORTUNITIES TO “WOW”
With a solid strategic foundation, you can find opportunities to create
wow.
Find moments when your customers are surprised because their
expectations have been exceeded.
But, “Wow” opportunities shouldn’t be the only things you do
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49. 4. LOCATE OPPORTUNITIES TO “WOW”
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50. 4. LOCATE OPPORTUNITIES TO “WOW”
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EA knows that sports fans likes nothing better
than to trash talk with friends during key moments
in sports games, so they developed a creative
system to help them

51. 4. LOCATE OPPORTUNITIES TO “WOW”
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“Sleep No More” is a radically new theater
experience, but it’s all driven by people and
place, not technology- the audience is at the
center

52. 4. LOCATE OPPORTUNITIES TO “WOW”
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Mass Mutual created a space/experience and
a program to help adults become financially
literate

53. 4. LOCATE OPPORTUNITIES TO “WOW”
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Slack’s surprise as discoverable “wow”

54. 4. LOCATE OPPORTUNITIES TO “WOW”
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Rapha’s store as social cycling club

55. 4. LOCATE OPPORTUNITIES TO “WOW”
The advancing technological landscape creates obvious opportunities for those who are
prepared to seek out and provide experiences that we’ve never had
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56. 4. LOCATE OPPORTUNITIES TO “WOW”
Branded champagne service, at the touch of a button, thanks to the internet of things
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57. 5. GO FOR THE EASY
WINS FIRST

58. 5. GO FOR THE EASY WINS FIRST
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59. 5. GO FOR THE EASY WINS FIRST
“The only time we get together is when we meet with you”
Client comment to IDEO
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60. 5. GO FOR THE EASY WINS FIRST
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Concepts like digital transformation and being disruptive are dangerous- too much,
too overwhelming = Potential paralysis
Uncover your customers expectations and meet them
Find the sweet spot on the journey
Find the pain points and the places you fail- fix them first
What can you manage?
What can you control?
What’s an easy point of collaboration?

61. FINALLY....
We have more choices, channels and opportunities than ever before and they are growing
every day, but it’s not about more, it’s about better
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62. THE IDEAL EXPERIENCE TOOLKIT: COMPONENTS
1. STRATEGIC FOUNDATION TEMPLATES
(Brand Architecture, Brand Experience Guide, Customer Journey Maps)
2. BUSINESS VALUE IDEA EVALUATOR
3. THOUGHTFULNESS CHECKLIST
4. “WOW” OPPORTUNITY FINDER
(Journey analysis tool to identify areas of opportunity)
5. EASY WIN STARTER KIT
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63. SUMMARY
Experience is the new proving ground for today’s brands
Be sure of your strategic foundation
Always think from the perspective of the individual user
Common sense, thoughtfulness and empathy are key
Understand expectations
Find opportunities to “Wow”
Go for the easiest wins first
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