The Customer View

The Customer View Master Class for VU University, Amsterdam

Lea Ward, Creative Director January 22, 2014

Today

01 Learn to take a “customer view” •  Create customer groups

•  Use journey mapping

02 See how this translates into businesses that work better

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Who’s Cnote?

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Lea Ward Creative director

Sophie Geelen CX Consultant Cnote: founded in 2006, 10 women, 1 man plus network of freelancers, offices in Amsterdam & Boston

We design products and services that add meaning to the daily lives of customers.

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Self-service transfer experience at Schiphol

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to online

The customer experience for Expresso

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Tablet assisted sales at the Bijenkorf

Our vision

0% on average

Stock performance

+ 22% for CX leaders

- 49% for CX laggards

Source: Forrester Research, Outside In, 2013.

Investing in customer experience builds a relationship of trust between company & customer that pays out.

bla

bla bla

Awards, publications and conferences

What is the “customer view”?

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A company view

Sales

Finance

Marketing

Production

Tech

Lisa

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Let’s take a company that makes and sells women’s clothing. They are organized via departments that focus on the designing, manufacturing and retailing of things like dresses. Their customers are important, and they circle around the company.

Design

Klant

Start

Lisa’s life

?

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Let’s take Lisa. She just got engaged to an Englishman. She is invited to London to meet her potential mother-in-law. The right dress could make all the difference. She buys one, packs it in a suitcase so it doesn’t wrinkle, and takes a taxi to the airport. On arrival she goes straight to dinner (changing at the airport) and – ideally– hits it off with her future mother-in-law. The companies who understand her needs will be ones she does business with for life.

A company view

How can a company “get” the customer view?

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1. Make customer groups 2. Sketch today’s journey

3. Visualize tomorrow’s journey

4. Design the experience

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2. Sketch today’s journey



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1. Make customer groups

What are Customer Groups?

•  Customers with shared attitudes & needs vs. a service or product

•  Dynamic & flexible – customers move in and out of groups

What are they used for? •  To determine customer strategy

•  To improve product & service design based on customer needs

•  To give the customer a face for the organisation

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For example

Customer group

Shoppers who buy during sale, and on special occasions buy full price. Love the pampering & exclusive feel of the experience.

vs Target group

Women 49+, above normal income, working in healthcare

“If only I could

afford it, but for now it’s a treat

to visit”

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How to create Customer Groups

1.  Understand customer needs & attitudes

2.  Find the key dimensions > axes

3.  Create & bring to life

4.  Check with front line staff, data

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1: Understand needs and attitudes

•  What’s the service you want groups for? o  The brand overall?

o  Or just shopping in-store?

o  Or a new personal shopper service?

•  Observe, ask, listen o  Interviews with customers

o  Front line staff

o  Observations

o  Data analysis

For example

•  11 interviews with ‘experts’ (shop- and regional managers)

•  147 observations and customer interviews

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2: Select the key dimensions > axes

•  Do data & interviews suggest key criteria? o  Loyalty?

o  Frequency?

o  Approach to service (why and how they come)?

o  Do on your own vs. prefer to have others do it for you?

•  What do front-line staff / experts use in dealing with customers? •  Try it out – plot people you interviewed to see if clusters form

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For example, at a women’s fashion retailer, key criteria are loyalty & reason to shop

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Focu

s in

sho

ppin

g “I

wan

t thi

s”

Level of loyalty “I buy here all the time”

Don’t really know this brand

“I’m looking around”

Focu

s in

sho

ppin

g “I

wan

t thi

s”

Level of loyalty “I buy here all the time”

Don’t really know this brand


And we plot the Customer Groups on these criteria

Dress me! (30%)

Fashion

connoisseur 25%

Pants-seeker

5%

The splurger (10%)

Wow-discoverer

(5%)

Passer-by (20%)

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3: Create & bring Customer Groups to life

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•  Fill them in, give them a size, and a name

•  Flesh them out o  Characteristics? How would you recognize them? o  Biggest needs towards the service

o  Opportunities?

•  Cross check with front-line staff and data

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Dress me! (30%)

Bring groups to life: Define key characteristics, attitude & needs

•  The FAN: Loves the feminine and easy to combine clothing

•  Not familiar with fashion trends, or a bit uneasy with them

•  Assistants advise and give her affirmation ©

Cno

te 2

014

Focu

s in

sho

ppin

g “I

wan

t thi

s”

Don’t really know it


Fashion

connoisseur 25%

•  Conscious about fashion and knows what she wants

•  Likes the uniqueness of the brand’s clothing

•  Would also shop at small boutiques

Customer groups - Women’s fashion retailer Level of loyalty

“I buy here all the time”

How

oft

en a

t ph

arm

acy

Firs

t tim

e

How serious is the disease Very serious

Mild

Very often

Shock! (2,5%)

•  Just heard that they’re sick •  Are looking for support

•  Want an extensive explanation of their medication

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Captive

customers (20%)

•  Must buy medicine from hospital

•  Long experience with hospital

•  Have already had their medication explained by the nurse

•  Now want to go home a.s.a.p.

Another example Customer Groups for a Hospital Pharmacy

1. Make customer groups



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2. Sketch today’s journey

What is a customer journey?

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Getting from A to B by taxi

Wait

Is it going to stop??

Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com 28

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Wait Call


Ugh…. 2 people in front of me

Source: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com

Getting from A to B by taxi 29

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Wait Ride Call



Yuck. The smell of cigarettes!



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Wait Pay Ride Call



Yuck. The smell of cigarettes!

Is that right? Have to find my money…



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Look up

UBER: Not a taxi but a private driver

Source: Uber 32

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Look up Order


Source: Uber 33

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Look up Ride Order


Source: Uber 34

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Look up Pay Ride Order


Source: Uber 35

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Bron: Uber 36

With products that fit seamlessly …

Bron: Uber 37

Spot on direct & social marketing …

Bron: Uber 38

Dialogue to involve the customer …

Bron: Uber 39

… and a pro-active approach to issues

What do you want to know in a journey?

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Klant

Start

Lisa’s life

?

Shopping journey

Flying journey

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Taxi journey

The journey(s)

Lisa

B

Flight cancelled!

Emotions? Needs? Issues?

Touchpoints A

Airline

What happens?

What (doesn’t) work?

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Zelf ervaren Observe & interview

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Experience it yourself

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Dead-end road Long lines No Alternative

Fill in today’s journey

A B

Lisa

Cancelled? Oh no! I assume they

can help me Another 4 hrs !?

Transfer

Kiosk

App Social media

Web

Through interviewing, observing and experiencing

Touchpoints SMS

Airline

Rebooking

Fast response

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Here’s the template we use

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2. Sketch today’s journey 1. Make customer groups


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4 3. Visualize tomorrow’s journey

What could it be?

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Look at parallels

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Organize creative sessions

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A B

Lisa Transfer

Kiosk

App Social media

Web

Touchpoints SMS

Airline

Per customer group

Emotions

What is going on?

Touchpoints

Fill in ideal journey

What is going on?

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2. Sketch today’s journey 1. Make customer groups


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Design the touchpoints based on customer needs

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Key issue for Lisa is luggage and the rules on checking vs. carry-on. This RyanAir email puts emphasis on luggage up front and center.

Make sure things connect at right moment

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Make sure it works

foto: nu.nl

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1. Make customer groups 2. Sketch today’s journey



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At the end of the journey, mom-in-law approves, and... Klant

Start

Lisa’s life

?

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Lisa: “Yes I do!”

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01 Customer groups

02 Journey today

03 Journey tomorrow

04 Design

What groups are relevant for your business or service?

What do customers do today? Needs? Issues? Emotions? Hiccups?

How does your service improve their journey? How to use this to attract customers?

How to improve the proposition based on “customer view”?

And for your own work?

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How To : Adaptive Path Examples via Schmula blog Pinterest Board

How To: Stanford D School Template via Design Thinkers

For more tips & tools

Contact us

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Customer Experience Design

Lea Ward, Creative Director @LeaRW [email protected] [email protected] +31 (0)6 11 774 803

The Customer View

Design

customer interviews

experience cnote

customer experience

life cnote

company customer

brand cnote

organisation cnote

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