A Holistic Customer Experience Design

A Holistic Customer Experience Design

We encourage organizations to take a holistic approach when designing their customers end-to-end experience. When we approach a project in a holistic way we are attempting to understand every factor that could potentially affect a customers perception of the experience.

To help illustrate the concept of designing holistically, let's take a look at some elements of the customer journey:

  • Time
  • Space
  • Senses
  • Culture

Why Does Experience Design Matter?

Why Does Experience Design Matter?

As consumers, we are confronted by an overwhelming variety sameness. Similar (or even identical) products and services with differences that only the experts see or care about.

As companies, we face incredibly fierce competition. Barriers to getting new products to market are incredibly low. The cost to develop new products, both physical and digital, has never been lower. The advantages of new features are short-lived and quickly copied. The result is price or feature wars and rapid commoditization.

Google's Micro-Moments: Great for Google, Terrible for Companies

Google is making a tremendous push for companies to be present in a customers "micro-moments", the small moments where a customer either decides to buy or explores a possible buy, enabled by their mobile device. This concept is great for Google, they sell services that get companies to pay for snippets of attention at the moment when a search for product or service occurs. For companies, a near-sighted focus on micro-moments becomes a race to the bottom in terms of price, loyalty and long-term relationships. 

All Business is Service. All Companies Need Service Design

Everything a company does is a service to their customers.

Marketing is a service that provides information that makes customers better at accomplishing their goals.

The sales process is a service, enabling customers to understand the scope of their project, the solutions available and to communicate the options to their team.

The delivery of a product or service is a service. How is the product shipped and what is the packaging like? What is the service kick-off like and how is progress communicated?

The product or service is obviously providing a service, as is supporting a product or service.

The end-of-life of the product is a service. Is it easily disposed of or recycled with minimal effort and environmental impact?

Since all business is service, it's probably time for all companies to invest in service design.

Journey Driven Business Model Design

What society values is shifting in fundamental ways. As a vehicle of value delivery, the business model needs to change to reflect these new value systems.

We tend to focus on the mechanics of the business model; the technology, manufacturing and distribution. On a deeper level, the business model is a system for creating and distributing value, not products or services. Underneath the mechanics of marketing automation, growth in connected devices and the proliferation of apps there are powerful socio-cultural shifts that are resetting realities. 

In this talk, delivered at Denver Startup Week in September 2015, Jeremiah discusses the evolution of value systems and proposes a design method for developing new business models that meet the needs of those changing value systems.

Download the deck here.

The Experience Differentiator: An Introduction to Customer Experience Design (Denver Startup Week 2015 Presentation)

It has never been easier to get new products and services to market, leading to increasing competition and market saturation. In this environment of near total product and service parity, the customer experience is often the only meaningful differentiator.

This talk was delivered at Denver Startup Week 2015

Content (Without Context) is Dead.

According to Domo, every minute there are:

  • 277,000 Tweets
  • 2,460,000 Facebook Shares
  • 216,000 Instagram photos posted
  • 72 new hours of YoutTube videos uploaded
  • 204,000,000 million emails sent

With all this noise, is it possible to get through to the right person at the right time?

Is your company spending more time trying to get content noticed than they are marketing your products and services?

If you don't understand your customers journey you don't know what they need. Or when they need it. Before the content, explore the journey and understand the context. Then build the content to serve the context.

B2B Buyers Pay an Average of 30% More for Experience

According to a 2013 global survey of B2B buyers conducted by Avanade, decision makers buying products and services for their business are paying on average 30 percent more for an improved customer experience.

More than half of those surveyed paid more for a product because the customer experience was better.

Learn more about how to create and manage that kind of improved customer experience at Denver Startup Week.

Journey Driven Sales and Marketing

Journey Driven Sales and Marketing

Marketing and sales must evolve to become services that deliver value independent of a purchase. They must make the customer better at who they are attempting to be and what they are want to accomplish. Shifting to service based sales and marketing requires a disciplined program of customer research, journey analysis and insight development.

Journey Maps: The most powerful business tool you aren't using.

Journey Maps: The most powerful business tool you aren't using.

Recent studies by The Economist and Forrester found that great customer experience drives revenue, builds customer loyalty and creates meaningful differentiation. One powerful tool for understanding your customers experience and identifying areas needing improvement is the customer journey map.

Keys to Success in the IoT Age

Keys to Success in the IoT Age

IoT means plugging into massively interconnected systems where the screen is no longer the driver of the experience and individual companies no longer have ownership. These systems will bring together disparate customers, data, devices and services in a fluid environment where devices and data sources become transitory and are dynamically added and removed based on the customers needs at a particular moment.