THE MARKETING SHOW Advance Master in Creativity and Marketing Professor Laurent Bouty Brussels, 2015 © JEN COLLINS @ Flickr MASTER IN CREATIVITY MANAGEMENT - THE MARKETING SHOW - © Prof. L. Bouty 2015
Aug 06, 2015
THE MARKETING SHOW
Advance Master in Creativity and MarketingProfessor Laurent Bouty
Brussels, 2015
© JEN COLLINS @ Flickr
MASTER IN CREATIVITY MANAGEMENT - THE MARKETING SHOW - © Prof. L. Bouty 2015
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 2
Some slides in this lecture are coming from other presentations.
Main inspiration is Chris Risdon (@chrisrisdon) who is offering incredible resources on Slideshare (http://www.slideshare.net/AdaptivePath)
SOURCES
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 3
OUR TOOLKIT: DISCIPLINE + EXPERIENCE + COLLABORATION
MARKETING IS AN EXPERIENCE
MARKETING IS A DISCIPLINE
MARKETING IS A COLLABORATION
MARKETING IS GREAT NOT GOOD
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 4
Age of the CustomerPower comes fromengaging on an emotional
Age of Information
engaging on an emotionallevel with empoweredcustomers
gConnected PCs and supply chains mean thosewho control the i f ti fl
Age of DistributionGlobal connections and
i
information flowdominate
Age of Manufacturing
transportation systemsmake distribution key
Age of ManufacturingMass manufacturingmakes individual power houses successful
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CHOICES BASED ON EXPERIENCES
Commoditisation
Customers are increasingly choosing products and services based on the quality of the experiences they have with them
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The experience IS the product
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Famous for overpriced, underspec’d devices with poor battery life.
It just works
A low performance gaming console with few titles.
This is cool!
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We’re really not about transportation; it’s about getting from Point A to Point B. It’s about living life in the way you choose.
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2003 2007 Idris Mootee www.mootee.typepad.com
What is Customer Experience?
Apple
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ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 12
A customer experience is an interaction between an organisation and a customer. It is a blend of an organisation’s physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contacts.
WHAT MEANS CUSTOMER EXPERIENCE?
source: Building Great Customer Experiences, Collin Shaw and John Ivens, p.22
Definition
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Philosophy One: Great Customer Experiences as a source of long-term competitive advantage.Philosophy Two:Great Customer Experiences are created by consistently exceeding Customers physical & emotional expectationsPhilosophy Three: Great Customer Experiences are differentiated by focussing on stimulating planned emotions.Philosophy Four:Great Customer Experiences are enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled.Philosophy Five:Great Customer Experiences are designed "Outside In" rather than "Inside Out”.Philosophy Six:Great Customer Experiences are revenue generating and can significantly reduce costs.Philosophy Seven:Great Customer Experiences are an embodiment of the brand.
BUILDING GREAT CUSTOMER EXPERIENCES
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PHYSICAL PERFORMANCE OF PRODUCTS & SERVICES
There is no substitute for having the best product in the market if you want to get some customers. That’s still going to be true in five years’ time
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STAGES OF THE CUSTOMER EXPERIENCE
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THE PSYCHOLOGY OF EXPECTATION“You get the customer you deserve”
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CUSTOMERS HAVE EMOTIONAL EXPECTATIONS
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what does this do? how much does it cost?
what are the features?
how does this make me feel? does it provide meaning or pleasure? how will it affect me?
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1. Describe customer expectation for a restaurant visit
2. What are the stages?3. Physical expectations?4. Emotional expectations?
DISCUSSION
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CUSTOMER EXPECTATION ZONES
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PLUTCHIK’S WHEEL OF EMOTIONS
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People buy EMOTIONALLY
and ….
justify with logic
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WHAT DO WE TRY TO ACHIEVE
• Hope to meet and exceed your customers’ positive expectations
• Alleviate and exceed their negative expectations (avoid negative word of mouth)
• Identify opportunity to exceed expectations (WOW/LIKE moments)
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Stories
Proverbs
Personas
Scenarios
Content Inventories Analytics
User SurveysConcept MapsSystem MapsProcess Flows
Wireframes
Storyboards
Concept Designs
Prototypes
Narrative Reports
Presentations
PlansStyle Guides
SpecificationsDesign Patterns
User EXperience Treasure Mapby Jeffery Callender and Peter Morville
source: http://semanticstudios.com/user_experience_deliverables/
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FEASIBILITY
DESIGN SCOPE
FRAMING
IDEATION
USER INSIGHTS
SERVICE CONCEPT
PRO
TOTY
PE &
TES
T
PERS
ONAS
TEST PREPARATION
TEST & EVALUATION
BLUEPRINT
ROADM
AP
USERS’ JOURNEYS
(SERIOUS PLAY) SCENARIO
IDEA
SEL
ECTI
ON - C
OCD B
OXLO
TUS
BLO
SSO
M
INTERVIEW: ACTORS MAP
PERSONA DIMENSIONS
PERSONA
DESIGN CHALLENGE
DESIGN REQ
UIREMENTS
INTERVIEW:
USER EXPERIENCE
RESE
ARCH
QUE
STIO
NS
CONT
EXT
& O
BJEC
TIVE
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THIS IS THE FUTURE OF MARKETING
“The customer experience innovation journey is a nonlinear cycle of divergent and convergent activities that may repeat over time and at different organisational levels and both ideas and resources are required to renew the cycle.”
source: http://www.slideshare.net/imootee/customer-experience-design-talk-idris-mootee
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Customer Journey Map
Experience MapA specific archetype journey
A generalized experience
actually, we user either term, depending on context.
@chrisrisdon
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Source: delightability.com
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TOUCHPOINTS ≠ CHANNELS
Touchpoint: A point of interaction between a person and any agent or artefact of an organisation. These interactions take place at a certain point in time, in a certain context, and with the intention of meeting a specific customer need.
Channel:A medium of interaction with customers or users. Print, the web, mobile, voice calls, and brick and mortar locations are all common channels for reaching out to and interacting with customers. A channel defines the opportunities or constraints of a touchpoint.
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Touchpoint:Computer validation
Channels:Website andPhone orText orEmail
@chrisrisdon
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Touchpoint:Purchase Groceries
Channels:Retail (Station?) and Mobile Phone
Korea’s Home Plus virtual grocery stores
@chrisrisdon
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39 Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
SERVICE
Multi-Channel Cross-Channel
+ +
SERVICE
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Touchpoints = FeaturesTouchpoints better reflect the importance of the interaction to the person
Pliable, discrete “things” to orchestrate the whole experience
Information objects (IA) wrapped in interactions (IxD)
@chrisrisdon
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Touchpoints should be orchestrated*What is each instrument doing; how and when are they doing it.
*you can never have too many metaphors!
@chrisrisdon
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Research Conducting qualitative research, getting quantitative data—the material we use to tell the story of the journey.
Discovery Uncovering and understanding all the ways your company interacts or communicates with your customers/users, plus all the points that influence the customer that you don’t control.
Mapping Journey The activity of mapping out the journey and all of its facets.
Communicating Journey Modeling or visualizing the journey to best communicate the journey insight, pain points and opportunities.
Identifying Takeaways Like the morals of the story, stating clearly in actionable terms, what the journey tells us about the experience and what you should do as a result
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2
3
4
5
@chrisrisdon
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UNCOVER THE TRUTH
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Doing What actions are customers taking to meet their needs? What are their key behaviors?
Thinking How do people frame and evaluate their experience? What do they expect?
Feeling What emotions do people have along their journey? What are the highs? The lows?
BU
ILD
ING
BL
OC
KS
RESEARCH
The Building Blocks of Experience Mapping Human experience is complex, and mostly intangible. Yet the challenge of experience mapping is to uncover, little by little, critical information about your customers’ experiences. Through trial and error, we’ve developed a simple framework to guide the discovery and research work required in the experience mapping process. We call them building blocks. The key building blocks are Doing, Thinking, and Feeling, but to understand the full context of customer experience, we also consider Place, Time, Devices, and Relationships. Don't forget Channel and Touchpoints!
We recommend sorting your research and discovery work into building blocks by asking yourself key questions along the way. We've provided a few examples for Doing, Thinking, and Feeling to help you get started.
DISCOVERY
Quantitative QuantitativeQualitative Qualitative
DOING
DEVICES
TOUCHPOINTSPLACE TIME
THINKING
RELATIONSHIPS
FEELING
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Feeling, thinking, doing.
Motivations Framing Behaviors
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Feeling
Thinking
Doing Touchpoints
RelationshipsActors
Places Time
Stages
Journey reflects
Journey captures
Through qualitative and quantitative data
Defines context of any given moment
@chrisrisdon
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Touch points
A moment of truth, a like moment
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Illustrative
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We don’t do advertising any more. We just do cool stuff, it sounds a bit wanky, but that’s just the way it is. Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people’s lives and digital allows us to do that.Simon Pestridge, Nike UK
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PERSONAES (Insights)TOUCHPOINTS (Stages)DOING, FEELING, THINKINGACTORSCHANNELSEXPERIENCE
ASSIGNMENT
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Help me know [Your Brand]
Help me consider [Your Brand]
Help me chose [Your Brand]
Help me buy [Your Brand]
Help me start with [Your
Brand]
Help me use [Your Brand]
Help me with [Your Brand]
Help me leave [Your Brand]
Awareness Consideration Intent Decision First Use Use Support Leave
INSIGHTS
Customer Rational Drivers
Customer Emotional Drivers
Competition
BRAND EXPERIENCE
Your Brand Proposition (Tangible/Emotional)
Customer engagement objectives
Product
OMNI- CHANNEL
Screen
Human
Retail
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/deed.en_US.
Customer Journey Map Canvas
Some customers might leave you for good reasons (relocation,
change of job, change of status (from single to
Married), out of cash.)… Make it enjoyable, they may come back one day
By brand experience, we understand the product/service (tangible) and all commercial processes around it (intangible)
Sometimes you pay at the start (purchase of a car), at the end
(stay at the hotel), never (it is free) or regularly (a subscription). We can discuss if pay is a separate
moment of buy. I integrate it with buy
Some moments need to be likable, enjoyable,
recommendable, unique, … others should simply
be as the standard.
Designed for Designed by Date
Laurent Bouty (www.bouty.net)
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 58
• Technology and features are commodities
• Customer experience is key
• It comes from design schools
• It is a formal process
What have we learned?