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brandgrowthstrategy
OptimizingtheCustomerExperienceTutorialworkshoppreparedforandfacilitatedonbehalfof:
AmericanMarketingAssociation2014AnnualConference,InspiredMarketing
MichaelMillion
[email protected]
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You’vegottostartwiththecustomerexperienceandworkbacktowardthetechnology–nottheotherwayaround
SteveJobs
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Weseeourcustomersasinvitedgueststoaparty,andwearethehostsIt’sourjobeverydaytomakeeveryimportantaspectofthecustomerexperiencealittlebitbetter
JeffBezos
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Starbucksspentlessthan$10MMonadvertisingfrom1987to1998yetaddedover2,000newstorestoaccommodategrowingsalesStarbucks'popularityisbasedontheexperiencethatdroveitscustomerstohighlyrecommendtheirstoretofriendsandfamily
HowardShcultz
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AtrioofanthropologistsrecentlypublishedanarticlebasedonobservationsatthreeindependentlyownedcoffeeshopsandthreeStarbuckslocationsaroundBoston.TheirintentionwastodeterminehoweffectivelyStarbucksareabletoprovidethesamecommunity-basedsocialenvironmentassociatedwithtraditionalcoffeeshops.
HowStarbuck’sdrivesloyalty-astudyincustomerexperience
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ThebiggestsurprisewasthatStarbucksactuallyprovidedamorewelcomingenvironmentthananyofthethreelocalcoffeehouses.TheycreditedoneStarbuckswithhavingthemostvibrantsenseofcommunity,andobservedthatthebaristasthereknewmanypatronsbynameandcouldanticipatetheirorders.TheanthropologistsalsonotedthattheStarbucksbaristaswerefriendliertonewcustomersthanthebespokehipstersbehindthecounteratthelocalplaces.
Sameeverywhere,butwestillmakeyoufeelspecial
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§ WarmupExercise 15
§ FoundationalTerms&FocusforToday 15
§ Inspirations&Examples 15
§ MethodologyAppliedtoaCase 30
§ Break-outs&Report-backs 45
§ Conclusions
Agenda
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Whataresomeofexamplesofgreatcustomerexperiences?
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Whatmakesthemsogreat?
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Wheredoescustomerexperiencesitinyourcompany?
Howmuchofapriorityisit?
Howisitviewedintheorganization?
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Wheredoescustomerexperiencesitinyourcompany?
Who’sresponsibilityisit?
Howisitmanaged?
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§ WarmupExercise 15
§ FoundationalTerms&FocusforToday 15
§ Inspirations&Examples 15
§ MethodologyAppliedtoaCase 30
§ Break-outs&Report-backs 45
§ Conclusions
Agenda
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Whatiscustomerexperience?
CumulativeImpactDefinition
Multipletouchpointsovertime,whichresultinarealrelationshipfeeling,orlackofit.
-Wikipedia
Asetofexpressions,impressions,andinteractionsbetweenacustomerandcompanythatresultincertainperceptionsofthatcompanythat,inturn,drivesometypeofactioninthenearorlonglong-term
-M.Million
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Whatiscustomerexperience?
DistinctEconomicOfferDefinition
Apersonalandmemorableexperiencethatcreatesadistincteconomicofferdifferentfromthegoodssoldandservicesdelivered
Acompany'sabilitytodeliveranexperiencethatsetsitapartintheeyesofitscustomersservestoincreasetheamountofconsumerspendingwiththecompanyand,optimally,inspireloyaltytoitsbrand
-PineandGilmore,ExperienceEconomy
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Whatiscustomerexperience?
PsychologicalUnderpinningDefinition
Aninteractionbetweenanorganizationandacustomerasperceivedthroughthecustomer’sconsciousandsubconscious
Ablendofanorganization’srationalperformance,thesensesstimulatedandtheemotionsevokedandintuitivelymeasuredagainstcustomerexpectationsacrossallmomentsofcontact
• Notjustabouttherational”what”butalsoabouttheemotional“how”
• Morethan50%issubconscious,orhowacustomerfeels
• Factorssuchastheemotional,cultural,social,andphysicalaspectsareoftenover-looked
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Differentapproachestowardcustomerexperience
Likesegmentation,therightapproachdependsonknowingspecificallywhatthebusinesschallengesareandobjectivesyouseek
§ Financial–howdowesqueezecostsoutofthesystem,getcustomerstopaymore(e.g.airlineschargingforpillows),orexpeditetransactions(pathtopurchase)?
§ Operational–howdowestreamlineoperationstomakeitmoreefficientfromendtoend(e.g.processreengineering)?
§ Technical–howdoweenablethesystemtobemoreproductive,manageable,andinterconnected(digitalenablement)?
InternallyOriented ExternallyOriented§ Functionalpath–howdowemake
customers’journeyseasy,informative,andhelpfulthroughout?
§ Emotionalpath–howdoweaddresscustomers’changingpsychologicaloremotionalneedsastheirdecision-makingevolves(e.g.decisionanxiety,confusion,frustration,boredom)?
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Anargumentfora“BrandExperience”ApproachTheworldisgrowingincreasinglycomplexandfast-paced
Weareinundatedbymoreandmoremarketingmessages(andyet,wedon’ttrustthemanymorethanweusedto)
Technologyimprovementsareenablingmoreandmorecompaniestogetthebasicsright(e.g.convenience,reducedwaittimes)
Copyingisbecomingincreasinglyeasy–“sameness”ofmoreandmoreproductsandservices/makingdifferentiationevermoredifficult
Brandexperienceswilldrivetomorrow’ssuccessandallowcompaniestostandout(products,services,andeven“good”experiencesaren’tenoughanymore)
Welookforandvaluewhatispersonallymeaningfultous-experienceswehavewithcompaniesseemtomattermore
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So,whatisa“BrandExperience”?Interactionssoimpactfulanduniquelyidentifiabletoaparticularcompany,thattheydefinethebrandincustomers’minds,distinguishthecompanyfarandawayfromitscompetitors,andhaveahighinfluenceonfuturebehaviors
§ Nordstrom'ssalesrepresentativesgoingaboveandbeyond
§ Tumi’slifelongrepairpolicy
§ Apple’sGeniusBar
§ Uber’spaymentsystem
§ Others????
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Benefitsofa“BrandExperience”
AccordingtostudiesbyMcKinsey,brandexperiencesarethemostpowerfulformofwordofmouthdrivingactivity-accountingfor50to80percentinanygivenproductcategory.Brandexperienceisinherentlysocial,it'sbuiltonideasthatpeoplewanttospendtimewithandthatpeoplewanttoshare.
50%to80%ofwordofmouth-drivenbybrandexperience
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Benefitsofa“BrandExperience”
70%ofconsumerstrustbrandrecommendationsfromfriends,butonly10%trustadvertising.UKEnergysupplier,E.ONdevelopedEONOpenHouse,astoreinNottingham,UKthateducateslocalcustomersaboutsmartmeters,whicharebeingfittedforfreeacrossNottingham.Theprojectprovesthepowerofbrandexperiencebydeliveringpositiveadvocacywhentraditionalmethodshadpreviouslyfailedthebrand;NetPromoterScoresof+88%vs.E.ONCustomerscontrolof-17.7%.
-TheGuardian
70%trustbrand
recommendationsfromfriends
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Benefitsofa“BrandExperience”
TheKellerFayGroupresearchshowsthatgoodbrandexperiencesarethreetimesmorelikelytosparkconversationsthananad.Furthermore,over50%ofconversationstriggeredbyanin-personexperienceaccountforpassalongandpurchase.
>50%Accountforpassalong
andpurchase
3XMorelikelytosparkconversationsthan
advertising
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Idon’twanttobesoldtowhenIwalkintoastore.Thejobistobeabrilliantbrandambassador.Don’tsell!No!Becausethat’saturn-off.Buildanamazingbrandexperience,andthenitwilljustnaturallyhappen.
AngelaAhrendt
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Agreatbrandexperienceisaboutknowingandinterpreting
Knowthyself(inside-out)
§ Whoyouare
§ Whereyou’regoing
§ Whatyourbrandstandsfor
Knowthycustomer(outside-in)
§ Whotheyare
§ What’smostimportanttothem
§ Whattheirjourneyislike
InterpretInterpret BrandExperience
§ WHATcanwedoforcustomersthatmakestheirjourneybetter
§ HOWcanwedoitinawaythatisuniquelyus
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Greatbrandexperienceshavesixthingsincommon
1. Brandfirst,transactsecond
2. Distinguishescustomertypes
3. Focusesonwhatmattersmost
4. Makespeoplefeelspecialinsomeway,atsomepoint
5. Designsforcontinuityandintent(acrosschannels,platforms,andpathtopurchase)
6. Measures,manages,andcontinuouslyimproves
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§ WarmupExercise 15
§ FoundationalTerms&FocusforToday 15
§ Inspirations&Examples 15
§ MethodologyAppliedtoaCase 30
§ Break-outs&Report-backs 45
§ Conclusions
Agenda
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VIDEO
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hEps://www.youtube.com/watch?v=Y1nzWY3JFJQ
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?HowwouldyoucharacterizetheVirginAmericaexperience?
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Grabapillow,takeanap
TheSwedishmanufacturerofhand-madeluxurybeds,strivestomakeconsumers’experiencetransformative,fromthefirsttimetheylayonthebeduntilthebedarrivesintheirbedroom.
Guestsareencouragedtotakeofftheirshoes,picktheirownpersonalpillow,andeventakeaprivatenaponthebedoftheirchoice.
ThissimulationcoupledwiththehighestlevelofhospitalitydistinguishesHästensandburnishesthebrandlikenootherformofmarketingcan.
WinnerofSweden’sprestigiousSignumawardforqualityoflong-termbrandingin2013
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I’mheretotakecareofyou
Eachcustomerservicerepresentativeisavailablearoundtheclockandempoweredtoactoncustomerissues.
Theyareassignedtocustomers,staywiththemthroughouttheirproblemresolutionprocess,andgettoknowthemasindividuals.
Theyoftenprovideapersonaltouch,likeoccasionallysendingflowerstoacustomerortheirpartnertomarkabirthday.
Thesegesturesturnafacelessandcoldexperienceintosomethingmorespecial,andgivethebrandarealheartandsoul.
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Non-stopcoffee
ThroughremotediagnosticseachNespressomachineistechnologicallyenabledtofeedup-to-the-minuteinformationofitsstatusincludingrateofconsumption,watertemperature,pressure,extraction,etc.,solocalNespressoserviceofficesgetwarningtoproactivelyaddressissuesvs.waitingforaservicecall.
ThispreventativemaintenancehassignificantlyincreasedtheuptimeofitsmachinesandallowsNespressotomorecontinuouslybrewgreatcoffeefordiscriminatingguests.
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§ WarmupExercise 15
§ FoundationalTerms&FocusforToday 15
§ Inspirations&Examples 15
§ MethodologyAppliedtoaCase 30
§ Break-outs&Report-backs 45
§ Conclusions
Agenda
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Roadmaptobuildabrandexperience
DIAGNOSE(customer,journey,brand)• Knowthycustomer,theirjourney,andtheircontexts• Knowthycustomerpainpoints/improvementopportunitiesthroughoutthejourney• Knowthybrand,whatmakesitspecial,andwhattypeofexperiencesitshouldprovide
CREATE&BUILD(messyinnovation,front-enddesign,engineering)• Interpretwhatyouknowaboutthetargetcustomerandyourbrand• Envisiontheimpressionandinteraction/look,feel,etc.• Buildouthowthingsfittogethertoturnthevisionintoareality
STRATEGIZE(business,brand,prioritization,plan)• Clarifybusinessobjectivesandgrowthstrategy• Determinebrandintent/roleofbrandindrivingbusinessobjectives• Pinpointinteractionsthatmattermost(what,when,andwhereyoushouldspendeffortson)• Determine“your”CEprinciples
EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)
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Decimatedbythefinancialcrisis,amiraclewasneeded
In2005,theUSpowerboatingindustrywas307Kunits….by2011itwas139Kunits–adeclineof55%
24’-36’SportCruisers(SeaRay’score)wasdownevenmore–thehardesthit
The50’-70’yachtclass($3Mboats-customhomesthatfloat)representedthebestopportunityforSeaRaytobegingrowingagain,asitwasexpectedtorecoverthefastest,but….
SeaRayhadverylittlepresenceorproductinthecategory,and…..
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Opportunityinthesmallyachtclass,butsomuchwasunknown
….theorganizationknewverylittleaboutthemarketfromaconsumerperspective:
• Whoweretheconsumersfortheseproducts?
• HowdidtheyperceiveSeaRay?
• Whatkindofexperiencedidtheyexpectandweren’treceivingfromstrongcompetitors?
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Approach
DIAGNOSE(consumer,journey,brand)
STRATEGIZE(business,brand,prioritization,plan)
CREATE&BUILD(messyinnovation,front-enddesign,engineering)
EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)
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In-depthresearchwithtargetconsumersaroundtheworld
§ Industryreports
§ Boatinglifesocialmedia
§ Competitorwebsites
§ Executiveinterviews
§ Productdevelopmentplans
§ Ethnographicinterviewsattheworld’slargestMarina’s
§ Dealer/brokerinterviews
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Knowthycustomer
Observations Traits WhattheyValue Expectations
Buyersaresurprisinglygrounded
WealthypeopleWhoalsoWorkhard
Initforthelonghaul
Sharp,quickstudieswhounderstandcustomerservice.Thosewhokeepthemfromwastingtheirtimewillearncredit.
Responsive
Buyersarerestlessanddriven
Self-madeWhoalsoRespecttheirroots
Whathasbeenearned
They’renotfamousandthey’renotblue-bloods.They’researchingfor‘superior’thingshavetruemerit.
Real
Cruisersareemotionalamplifiers
StretchedthinWhoalsoCraverelationships
Theirtime,aboveallelse
Boatinggivesthemameaningfulwaytoconnectwithwhotheyare,withthosetheylove,andwiththenaturalworld.
Connected
Everybuyerisuniqueinpersonalityandexpectations
CharactersWhoalsoAppreciatedetails
Cultivatingrapportthroughgraciousness
Treatingthemwithsamethoughtfulnessandattentiontodetailthattheystrivetoupholdmatterstothemagreatdeal.
Personal
GenuinelyrootingforSeaRay
NostalgicWhoalsohaveDiscriminatingtastes
Familiarthingsreinvented
Evolutionary
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Knowthycustomerjourney
ServiceArea Pain
Prep&Strike • Peoplejustwanttogetoutonthewater—preptaskstakeupvaluabletimeforownersandtheirguests
• Eventhesmallestissuediscoveredduringprepcansparkfrustrationwhenpeoplearewaitingtoleavethedock
Maintenance • Ownershavelittlefaithinthequalityofmaintenanceandsuspectcornersarecut
Repair • Therepairprocessfeelsopaqueandlacksresponsiveness• Ownersdon’tknowwhotheyaresupposedtocallwhencertainboatpartsfail
Enhancement • Pricingforapost-productionchangeisoftenanegotiationthatfeelslikebeing“nickelanddimed”
• Thereisverylittlesupportfromthemanufacturer,mostoftheloadisontheowner
Hospitality • Takingaboatoutisn’taspontaneousadventure—itrequiressignificantplanningtoaccountforthingsoutofaboater’scontrol(e.g.,weather)
• Peoplewanttoenjoythemselvesontheboatwithfood,drinks,andvariousotherprovisions,butitrequiresalotoftime
Crewing • Theresponsibilityofoperatingaboatisn’tsomethingpeoplewanttotakeonallthetime—therearemanywaystoenjoyaboat,andsomeownersfeellockedintoone
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Knowthybrand
PARENTAGE“Who”isbehindthebusiness
PURCHASER“Who”buysit
PURPOSEWhatit’sdesignedfor
PROCESSCustomvs.Production
PLACEWhereit’sbuilt
drawsheavilyfromparentLMVHtogivethebranda“luxehotel”feel
long-standingassociationwith007solidifiespositioninthemarket-Britishqualitywithpolarizingattitude
theromanticsideofoldItaly
themodern,flashy,sexysideofItaly
drawsheavilyuponitsrootsinfishing/knownfortank-likeconstructionandsportscar-likemuscle
OpportunityforSeaRay
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Roadmaptowardbrandexperience
DIAGNOSE(customer,journey,brand)
STRATEGIZE(business,brand,prioritization,plan)
CREATE&BUILD(messyinnovation,front-enddesign,engineering)
EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)
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KnowthybrandintentPurpose§ Tore-energizethebusinessbyestablishingastrongfootholdintheluxuryyachtclass
§ Drive$Xinrevenuesat%Ymarginsoverthenextthreeyears
§ Engageconsumerswhohistoricallywouldn’thaveconsideredSeaRayforapurchaseintheclasslevel
Positioning§ Forthosewhohaveearneditalongthewayandareneversatisfied
§ SeaRayL-Classprovidesboththestyleandsubstancetheyseekina50’–70’yachtclass§ Bybeingresponsive,real,connected,personal,andauthenticallySeaRay
Persona§ ARCHETYPE:TheWarriorKing
§ Relentlessprogress§ Confidentoutlook§ Passionateaboutcraft
§ Connectedtowhat’simportant
§ “Bringiton”attitude§ Respectfulandrespected
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Knowthybrandintent
Grit&Grace
Here’stothosewhostartedsmall.Totheoneswhomadeittothetopwithoutputtingpeoplebelowthem.Theoneswhoclimbedthecorporateladder,orjustbuilttheirown.Here’stothebestofus,whoneverthinkthemselvesbetterthananyone.Tooneswhoputclassintheworkingclass.Theoneswhostartedsmall.Buthavegonebig.Thisistheyachtforpeoplewho’llsimplycallitaboat.
Essence
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Determine“your”CustomerExperienceprinciples
ServiceArea Promise
Prep&Strike EasyArriveatthedock,getinyourboatandgo.Whenyou’refinished,throwyourkeystothevalet,andtheywilltakecareoftherest.It’sthatsimple.
Maintenance DependableOwnerscantrusttheirmaintenancecrewtokeeptheboatsafe,pristineandreadyforuse.
Repair ResponsiveOwnersexperiencenohesitationaroundhowtogetsomethingfixed.Repairsareasfastaspossible,verytransparent,andresolveeveryissueentirely.
Enhancement AdaptableDirectmanufacturersupporttomakesureownersareconfidentintheirabilitytomakechangeswithoutnegativelyimpactingthequalityoftheboat.
Hospitality InformativeTheboatisn’tjustreadyforoperation,it’sreadyforenjoymentandcomfort.Ownersstepontotheboatunderstandingthemostpertinentinformationabouttheirtripbeforetheyleaveandknowthere’ssomeonetheycantrust.
Crewing LiberatingOwners,particularlyoperators,caneasilyhireatrustworthycaptain,firstmateoranyothersupportpersontofillinwhenoperationfeelslikeaburden.
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Determine“your”overarchingBrandExperienceprinciple
From To
SCALED PERSONALIZED
Thisguidedtheentirecustomerexperienceincludingawareness,website,events,manufacturingplant,customercare&service,delivery,personaltouches,ongoingmanagement
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Examplesofhow“scaled”to“personalized”willplayout
AWARENESS Specialinteractionsvs.abroadcampaign/letthenewboatbediscoveredbytargetsvs.blastedtothemasses
WEBSITE ConciergeservicethatputprospectsdirectlyintouchwithaSeaRayrepresentativestodoaproperjobofintroducingthenewyachtandinvitingusersintoadealerwherebothwouldmeetwiththem
EVENTS Intimate,luxury-filledsettingsof~100attendeesatuniquelocationsalongthecoast.
DELIVERY SeaRaycaptaintocomewithboat/walkingcustomersthroughvesselindetail,dealertraining
PLANT Turningitintoadesign/experiencecenterwhereprospectscantourthesite/hands-onselectionofmaterials(vs.pickingoutofacatalogue–gettingthe“feel”ofthematerial)
BUILDINGPROCESS
VIPparties,emailedpicturesofprogress,extendingintoaboundbook,constructionmanagerattention
PERSONALTOUCHES
• Anniversaryofpurchasecelebration• Scaledmodels• Stockingrefrigerator
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Roadmaptowardbrandexperience
DIAGNOSE(customer,journey,brand)
STRATEGIZE(business,brand,prioritization,plan)
CREATE&BUILD(messyinnovation,front-enddesign,engineering)
EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)
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TheCoastalTour
Eventsthatletboatersexperiencetheseboatsinapersonal,familiarsettingtopaintapictureofthebrandandhowitwillfitinwiththeirlives.
Avarietyofcasualcocktailpartiesonthebackofaboattolargergatheringsatyachtclubsandposhprivateresidence.
HostedinawaythathighlightseachregionthroughfoodandculturebutoffersahintofsignatureSeaRaystyle(MainelobsterinMontauk,stonecrabinMiami).
Sotheby’stocoordinatepartiesatmulti-milliondollarhomesonethecoast;otherpartnersincludedAstonMartin,andMerrillLynchtomakeeventsaboutluxury,notonlySeaRay
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ToursoftheDesignCenter(annexofthemanufacturingplant)ReceptionGrabadrinkandgettoknoweachother
CurrentModels/OptionsGalleryAseasonalandcustomizedapproachforeachcustomervisitandmodeltheyareinterestedin
TheLabGivecustomersaninsidelookatcustomizationpossibilitiesornewideasthatthedesignteamisexperimenting
TestDriveGivethemanin-personathowitallcomestogether
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TheDesignCenter–GettingThere
Maketheentireexperiencesurroundingthefactorytourasseamlessandenjoyableaspossible,whilemaintaining‘ourversion’ofluxury.Itshouldfeelmorelikeacourtshipandlesslikeatraditionalsalesexperience.Arrangeforallthetraveltoandfromthefacility.Treatthemtothekindsofprivilegestheyareusedtoreceivinginwhentheymakeotherpurchasesatthisscale.Entertainthembeyondthefacility.TherelationshipsbuiltwillcreatemeaningfulconnectionsthatSeaRayneedswiththisgroup.
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Pop-upShowroom
CreatingaportableshowroomisanefficientwaytobringthebestofSeaRay(andthisnewsub-brand)ontheroadinanimpactfulandimmersiveway.
Mobilepop-upcontainercanbequicklysetupatmarinas,dealereventsoranywhereelseSRhasopportunitytoconnect.
Coffee,wifiandiPadsavailabletoviewand/ordownloadSRapp.
BuildabrandgallerythatechoestheplatformofDeterminedSpirit:product,lifestyle,innovation,etc.
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BoatShows
Approachboatshowsfromamoreconceptualstandpoint.Certainlytheboatsthemselvesareonstage,butwearesellingtheSeaRaylifestyletoo.
Thisisnotjustanopportunitytoshowahugeinventoryofboatsandshortperiodoftime.ThisisatimetotellthestoryofSeaRay’sfuture.
ConsiderageniusbarapproachwherecustomersinteractwithSeaRayexpertsinacontrolledenvironmentandexploretheboatoftheirdreams.
Generalrulesofauthentichospitalitygoalongwayatcrowdedplaceslikethis.Considerunexpecteddrinksandrefreshments.
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Digital
Leveragedigitalasmuchaspossibleduringthistime.Putoffpublishingprintmaterialuntilthefullfleetislaunchedin2014.Leveragedigitalnowinordertogetoutaheadandspreadyourmessagefartherfaster.
1. Adreamappbuiltforbragging
2. Anowner’sappbuiltforuse
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YachtDelivery
ASeaRayexpert/captainshouldmeettheownerattheirslipanddelivertheboat,completewithstockedfridgeandsnacks.Everyboatshouldbedeliveredwithatabletfeaturinganinteractiveowner’smanual.Thecaptainshouldstaywiththeownerandtakethemforanexpansivetestdrivemakingsurethattheyarecomfortablewitheveryaspectoftheirnewyachtatthehelm,belowdeckandintheengineroom.
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Roadmaptowardbrandexperience
DIAGNOSE(customer,journey,brand)
STRATEGIZE(business,brand,prioritization,plan)
CREATE&BUILD(messyinnovation,front-enddesign,engineering)
EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)
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Execute&Operationalize
CUSTOMERCARE
§ Bestinclasswarranties,prioritizationofissues–risetothetopoffirsthandled
§ SeaRayindividualassignedtoresolvingissue/seeingitthrough-accountability
ONGOINGMANAGEMENT
§ Dealercertification§ Elaboratecustomersurveys
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Results,sofar
§ Launchatthe2014FortLauderdaleInternationalBoatShow(FLIB)wasextremelysuccessful
§ Saleshaveexceededgoalsby+25%todate
§ Businessissoldoutuntilnextyear
§ InterestgeneratedfornextnewmodelscarryingtheL-Classbrandandexperience
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Agenda
§ WarmupExercise 15
§ FoundationalTerms&FocusforToday 15
§ Inspirations&Examples 15
§ MethodologyAppliedtoaCase 30
§ Break-outs&Report-backs 45
§ Conclusions
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Break-outExercise(30minutestodiscuss/15minutestoreport)
1. Pickoneofyoursessionmate’scompany
2. Flipchartwhatthecompany’sbrandstandsfor/whatmakesitspecial
3. Flipchartaprofileofthecompany’stargetcustomer
4. Flipcharttheprimaryphasesinthecustomerjourney
5. Select1–2touchpointsthatprovidegoodopportunitiestoimprovetheexperiencesandinjectthebrand
6. Brainstormideasformakingthetouchpointabrandexperience
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Agenda
§ WarmupExercise 15
§ FoundationalTerms&FocusforToday 10
§ Inspirations&Examples 15
§ MethodologyAppliedtoaCase 30
§ Break-outs&Report-backs 45
§ Conclusions
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Threethingstorememberfromtoday’ssession
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Brandexperienceswillbecomeincreasinglyimportantindrivingbusinessoutcomes
Youmustknowyourcustomersfromtheoutsidein,knowyourselffromtheinsideout,andinterpretbothtobuildaneffectivebrandexperience
Establishing”your”customerexperienceprinciplesthatstemfromabrand-drivenbusinessstrategyiskeyinguidingdevelopmentsandoperationalchange
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