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Relationships for the Customer Experience Age:Lessons From the Field
Peyton Lindley - Executive Director, Experience Design. @telegrammatic
#effectiveui@effectiveui
Suzanne Hamill - VP, Interactive DesignChris Whitlock - Executive Creative Director
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What We’re Working On(And Why)
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Why Are We Here?
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On Client-Agency Relationships:
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On Client-Agency Relationships:
Client -
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relationship (n.)
the way in which two or more people or organizations regard and behave toward each other
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IS IT LIKE THIS?
“Well Established Brand Seeks Hot Agency.”
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OR LIKE THIS?
“Can’t We All Just Get Along?”
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What’s The Cost of a Bad Relationship?
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“Help! My client is texting me!”
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“Help! My client is texting me!”
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Ask:
“How are we working?”in addition to...“What are we working on?”
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The “agency” model is changing.
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Not too long ago...
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So Where Is The Model Headed?
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EXTERNAL: NEW MODELS
CLIENT AGENCY CUSTOMER
“One-Way Communication”
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EXTERNAL: NEW MODELS
CLIENT
AGENCY
CUSTOMER
“Communication & Interpretation”
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INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
“BLACK BOX” APPROACH
CUSTOMER INSIGHT
[ANALYSIS & SYNTHESIS]
RESULTS&
FINDINGS
MYSTERIOUS AND WONDERFUL THINGS HAPPEN HERE
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INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
“BLACK BOX” APPROACH
CUSTOMER INSIGHT
[ANALYSIS & SYNTHESIS]
RESULTS&
FINDINGS
Workshop #1 Workshop #2
CO-CREATEDAPPROACH
CUSTOMER INSIGHT
CustomerNeeds
Framework
RESULTS&
FINDINGS
MYSTERIOUS AND WONDERFUL THINGS HAPPEN HERE
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So how do you changethe conversation?
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Revolution (n.) --
a dramatic and wide-reaching change in the way something works or is organized or in people's ideas about it
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THIS KIND OF REVOLUTION?
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OR THIS KIND?
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frameworks for dialog
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frameworks for dialog
“helps me be strategic”
“helps me make decisions”
“helps me plug & chug”
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so what have we learned?
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space matters.
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space matters.
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space matters.
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space matters.
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space matters.
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facilitate, don’t dictate.
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co-creation and collaboration: “one team”
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leading by doing.
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have the right people [participating].
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don’t wait for a meeting.
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how can we make this sustainable?
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VISUAL DESIGN
DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
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PROBLEMDEFINITION
VISUAL DESIGN
DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
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DESIGN FACILITATION
PROBLEMDEFINITION
VISUAL DESIGN
DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
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thank you. questions?
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