Customer experience marketing_give them something to talk about_final for sharing

G1Customer Experience MarketingGive Them Something To Talk About用户体验营销的定义、价值和工具：在他们中间激起话题

William ZhangE-mail: [email protected]: (+86) 138 1796 6288World B2B Marketing Chief Congress 2016, Shanghai

Agenda

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Agenda

What is UX? A Definition of User ExperienceWhy UX? The Value of User Experience

Example of UX Best Practices of User ExperienceHow does UX Work? Tools of User Experience

What does UX Require? User Experience Approaching

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A Definition of User Experience

"User experience" refers to a person's emotions and attitudes about using a particular product, system or service. -Wikipedia

User experience is "a person's perceptions and responses that result from the use or anticipated use of a product, system or service". - The international standard on ergonomics of human system interaction, ISO 9241-210,[1] defines

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The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. - by Jakob Nielsen and Don Norman


UX

"User experience" encompasses all aspects of the end-user’s interaction with the company, its services, and its products.

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3 Levels of UX?

UXfrom How To Profit From The 'Outside-In' Perspective On Customer ExperiencePRESENTER: Kerry Bodine, VP & Principal Analyst, Forrester Researchwww.dmi.org

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What Is UX About?

UX7


UX我想说的是，判断产品和服务设计的质量好坏，并不是测试用户花了更少时间和努力来完成你给定的任务，而是看你有没有给用户一个强烈的动机来体验（消费）你的产品和服务，有没有让用户在使用产品服务过程中叫好连连，有没有让用户铭记这个牌子，能不能让用户回去推荐这个产品和服务给亲朋好友。如果这

些都做不到，怎么才叫好设计呢？-王星，西门子中国研究院创新经理，米兰理工产品服务系统设计硕士

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What Is UX About?

UX9

Correlates with Loyalty

UXfrom How To Profit From The 'Outside-In' Perspective On Customer ExperiencePRESENTER: Kerry Bodine, VP & Principal Analyst, Forrester Researchwww.dmi.org

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Who’s World Class in UX?

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Design-Driven Companies Outperform S&P by 219% Over Ten Years - The ‘DMI Design Value Index' By Jeneanne Rae - Founder and CEO, Motiv Strategies

Updated: Monday, May, 2015

Benefits of User Experience

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Design Value Index - Selection Criteria

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10+Y 1. Public traded in the US for 10+ yearsHistory

3. Growth in design-related investments and influence have increased over timeInvest & Outcome

5. Design leadership is presented at senior and divisional levelsSenior Leadership

6. There is a senior-level commitment to design’s use as an innovation resources and integrative forces for positive changeSenior-level Commitment

2. Scale of design organization and deployment is an integrated function and organization catalyst for changeDesign CenteredTechnical

DriverOrganization

DriverStrategic Driver

4. Design is embedded with the organizational structureOperating Model

8 Ways UX Is Helping Companies Win Big1 THE WOW FACTOR

Premium Electrical Vehicles Automatic steering, speed, lane changing and parking

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高端大气智能科技节能环保极致安全

8 Ways UX Is Helping Companies Win Big

2 BRAND EXPRESSION

Nike Digital PortMultichannel digital presence, not only connect to customer with the Brand, but also enable the connect to each other, amplify its signature Just do it attitude.40% Drop TV and print advertisement

spending in 3 years$25B Increased Revenue – 30% above NBA200M Brand audience in the Super BowlSpirit Aspirational, active, can-do attitude

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8 Ways UX Is Helping Companies Win Big3 SOLVING UNMET NEEDS

Design for DelightAllow users to complete their taxes in 10 minutes or less.

350,000 more downloads in three weeks of its launch, remain widely popular on the iOS App Store, the Google Play Store and the Android Store

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8 Ways Design Is Helping Companies Win Big4 DEVELOP BETTER CUSTOMER EXPERIENCE

Make The Magic & Design To DelightBusiness ecosystemPioneer the experience designEvery aspect of a customer’s visit is designed to delightWell trained cast membersIntangible elementsThe Happiest Place On Earth

Fastest revenue growth of any of the company’s five business units in the past year – The Park and Resorts Division

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244%

100% 83% 62% 43%

STOCK Price GrowthDuring 30/12/2011 ~12/31/2015

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8 Ways Design Is Helping Companies Win Big5 RETHINK STRATGY Design-thinking

Employ design tools as empathy, creativity and rationalityDesigncamp in Austin, Texas

6 HARDWARE /SOFTWARE/SERVICE INTEGRATIONRefreshing New WayAllows 125+ different drinksCustom Mixture of FlavorsMobile APP Location FinderReal time data connection to HQ

7 MARKET EXPANSION THROUGH PERSONA DEVELOPMENT AND USER UNDERSTANDINGUsing Intimate Customer KnowledgeIdentify unmet desire of younger travelersEvoke an energetic atmosphereEncourage guests to socialize vs retiringSuper-modern style and pioneering initiatives

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8 Ways Design Is Helping Companies Win Big8 COST REDUCTION

Rethinking the ways and means of productRecently developed a process to develop plastics that are thinner, cheaper and more environmentally friendly than the industry standard

$1B saving in a year. Double financial impacts by managing the bottom line while simultaneously growing the top line.

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UX Tool – Touchpoints

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DiscoverDiscover

Evaluate

Buy

Access

Use

Get Support

Leave

Design for the Whole ExperienceEnd-to End Experience Beyond the Offering Itself!

from How To Profit From The 'Outside-In' Perspective On Customer ExperiencePRESENTER: Kerry Bodine, VP & Principal Analyst, Forrester Researchwww.dmi.org

Like different companies

Unified Customer Model

User Experience at each Touch Point is key23

From FC Business Intelligence

UX Tools – Journey Map 体验地图

Elements Persona 虚拟人物角色Verbatims（虚拟人物角色的）自述Stage of the Experience 体验阶段 / Journey Model 体验模型Steps in a Journey 步骤Qualitative Insights 定性发现 / Moments of Truth 真实一刻Quantitative Information 定量数据Improvement Opportunities 改善机会

Purpose Create alignmentPrioritize InvestmentAs Input to DesignTraining and Onboarding Tool

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Journey Map - Selecting a Health Insurance Plan with Coolsure Health Insurance

Personas

Verbatim of the Personas

Journey Model&

Qualitative Insights

Qualitative InformationFrom FC Business Intelligence 25


Negative Experience


1

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Negative Experience


2

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Positive Experience


3

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Positive Experience


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Positive Experience


5

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Moment of Truth


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Negative Experience


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Neutral Experience


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Positive Experience


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Positive Experience


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Moment of Truth


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Negative Experience12

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Positive Experience


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Negative Experience

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Positive Experience


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Positive Experience


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Personas

Verbatim of the Personas

Journey Model – Experience Stages

Quantitative Information

From FC Business IntelligenceTouchpoints

Journey Model – Steps&Qualitative Findings

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http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/

UX Tool – Journey MapExample of A Journey Map

BackgroundA US distributor of Rail Europe Inc., offers North American travelers a single place to book rail tickets and passes throughout Europe, instead of going to numerous websites.They already had a good website and an award-winning contact center, but they wanted t get a better handle on their customers’ journeys across all touchpoints, which would all them to more fully understand where they should focus their budget, design and technology resources.Derived from this overall ‘diagnostic’ evaluation, of which the map was just one part, were a number of recommendations for focused initiatives.The experience map helped create a shared empathic understanding of customers’ interactions with the Rail Europe touchpoints over tme and space.

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http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/ 44


Personas 虚拟人物角色A fictional character representing a SEGMENT 代表一个客户群体细分的虚拟角色Verbatim 人物自述Of a persona, or user types with fairly different paths. Here we talking about People who:

• Choose rail travel because it is convenient, easy, and flexible• Rail booking is only one part of their larger travel process• Build their travel plans over time• Value service that is respectful, effective and personable

UX Tool – Journey Map 体验地图

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Journey Model of the Persona 该虚拟人物角色的体验模型The persona will be in below STAGES and do STEP-by-STEP:• Research & Planning – research destinations, routes and products• Shopping – enter trips, review fares, select Passes• Booking – confirm itinerary, delivery options, payment options, review & confirmation• Post-Booking, Pre-Travel – wait for paper tickets to arrival• Travel - activities, unexpected changes• Post Travel – share experience, follow-up on refund for booking changes

Steps in each Stage 步骤

Stages of the Journey 阶段


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Qualitative Insights 定性发现How does the persona think (frustration, satisfaction, sadness and confusion) and feel when doing in each step?


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Quantitative Information 定量信息Customer survey to get really telling data points:• The enjoyability for this particular phase of the journey.• The relevance of Rail Europe to that phase (eg. Rail Europe was very important in phase, but not as important after the trip.• The perceived helpfulness of Rail Europe in that phase


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Takeaways - Improvement Opportunities 改进机会Rail Europe find below improvement opportunities:

• Communicate a clear value propositions• Make your customers into better, more savvy travels.

Research & Planning• Help people get the help they need• Engage is social media with explicit purposes.

Shopping• Support people in creating their own solutions

Booking


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Elements Persona 虚拟人物角色Verbatims（虚拟人物角色的）自述Stage of the Experience 体验阶段 / Journey Model 体验模型Steps in a Journey 步骤Qualitative Insights 定性发现 / Moments of Truth 真实一刻Quantitative Information 定量数据Improvement Opportunities 改善机会

Purpose Create alignmentPrioritize InvestmentAs Input to DesignTraining and Onboarding Tool

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UX Tool – Journey Map

6 Steps to Journey Map Success 1. Select journeys and customer segments2. Uncover hypotheses3. Qualitative research (VOC/OVOC)4. Create the journey maps5. Journey mapping workshop6. Action planning

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UX Tool – Journey Map 体验地图Example of A Journey Map

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The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company’s offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.- by Jakob Nielsen and Don Norman


UX

"User experience" encompasses all aspects of the end-user’s interaction with the company, its services, and its products.

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6 Despines Company Need to Learn to Master UX

55from How To Profit From The 'Outside-In' Perspective On Customer ExperiencePRESENTER: Kerry Bodine, VP & Principal Analyst, Forrester Researchwww.dmi.org

30 Useful Software Tools for UX Design

- From ‘30 ESSENTIAL UX TOOLS’, by LUDMILA PASOL, Resources, Aug 21, 2013

MIND MAPS, FLOW CHARTS AND

SITEMAPS

WIREFRAMES AND PROTOTYPES

USER TESTING AND FEEDBACK

A/B SPLIT TESTS

ANALYTICS

VALIDATION, LINK CHECKS AND SPEED TEST

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Books about User Experience

by The Circa Group Europe

Design Driven Innovation: Why it Matters for SME Competitiveness (2015)• How does design-driven innovation

add value for SMEs? • How can the design process be used

as a tool for innovation? • How well is design-driven innovation

embraced? • How can Ireland develop its SME's

design-driven innovation capability?

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Books about User Experience

by Elizabeth Goodman

Mike KuniavskyAndrea Moed

by Ken-Laurin Kramerby

Jeff GothelfJosh Seiden

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有空多联系！William Zhang 张清E-mail: [email protected]: (+86) 138 1796 6288

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Documents

Customer experience marketing_give them something to talk about_final for sharing