顾客体验分析customer experience engineering analysis

1、Date 05.01.07The Emotion of Customer ExperienceThe VenetianLas Vegas, NV 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited. lou carbone minneapolis, minnesota 2007, All Rights Reserved. Experience Engineering, Inc. Any u

2、se, copying or distribution without written permission is prohibited.we live, eat, sleep, breathe and unravel the riddle that is human experience for a select group of clients who want to manage experience and the value that experience can create.at experience engineering 2007, All Rights Reserved.

3、Experience Engineering, Inc. Any use, copying or distribution without written permission is gressive auto insuranceneeded to progress 2006, All Rights Reserved. Experience Engineering, Inc.Problem: hit a brick walllargest high risk auto insurersold through independent agentsneed to exp

4、and beyond agents to directcouldnt alienate agentsSolution: thinking customer backdistinctive customer experiencedesigned and implemented pilot experiences that were rolled outprogressive auto insuranceneeded to progress 2006, All Rights Reserved. Experience Engineering, Inc.Outcome: most profitable

5、 auto insurerfastest growing auto insureragent growth instead of attritionhighest retention rates IRVs Instant Response Vehicles at accident scenetrained in loss and grief refreshments checks written at the scene assistance and transport to car rental phoneProgressive plus competitors rate quote pro

6、gressive auto insuranceneeded to progress 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited. 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibit

7、ed.engineering customer experiencesmove from “make and sell” to “sense and respond” customer back (emotional/rational bond)understand and leverage role of the unconscious mindclue consciousrigorous systems to develop and manage clues 2007, All Rights Reserved. Experience Engineering, Inc. Any use, c

8、opying or distribution without written permission is prohibited.“In business after business, our research has shown that 60-80% of customers who defected had said on a survey just prior to defecting that they were “satisfied” or “very satisfied”.Frederick F. ReichheldThe Loyalty Effect 2007, All Rig

9、hts Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.Would you recommend to a friend or associate?ExtremelyunlikelyPromotersPassiveDetractors109876543210Extremely likelyNeutralFrederick F. ReichheldThe Ultimate Question 2007, All Rights

10、 Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.hierarchy of customer behaviorAdapted From James Haskett, Prof. Harvard Business Schoolsatisfactiongetting as much as, or more than, what was expectedloyaltydevoting a large share of wal

11、let to repeat purchasesapostle-like behaviorexhibiting a high degree of loyalty while convincing others to purchasecommitmentdemonstrating loyalty while telling others of ones satisfactionownershiptakingresponsibility forthe continuing success of the offering 2007, All Rights Reserved. Experience En

12、gineering, Inc. Any use, copying or distribution without written permission is prohibited.experience preference modelacceptanceNo DifferentiationpreferencePositive DifferentiationrejectionNegative Differentiation-commodity zone+ 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copyin

13、g or distribution without written permission is prohibited. 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.experience 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without wr

14、itten permission is prohibited.Starbucks story1982 Howard Shultz Joins Starbucks1983 Howard Shultz Visits Italy1984 He Convinces Company to Test Concept1985 Leaves to Found Il Giornale1987 Il Giornale buys Starbucks (17 Stores) 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying

15、 or distribution without written permission is prohibited.“Every Starbucks store is carefully designed to enhance the quality of everything the customers see, touch, hear, smell or taste” -CEO Howard Schultz.” 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution w

16、ithout written permission is prohibited.experience managementBEHAVIOURSBEHAVIOURSShareShare of WalletProfitRepeatsRenewalsReferralsShopping TimeTravel Patterns“How they act”ATTITUDESEMOTIONSEXPERIENCECLUESATTITUDESLoyalPromoteCommittedApostleshipPassionateTrust“How customers feel about ”EMOTIONSSign

17、ificantStrengthenedRenewedInspiredSafeConfident“How they feel” 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.the brand canyon 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution w

18、ithout written permission is prohibited.“ladies and gentlemen, serving ladies and gentlemen.” Ritz Carltonthe brand canyonwhat customers feel about company!what customers feel about themselves!brandproductservicetreatmentexperiencefeelings 2007, All Rights Reserved. Experience Engineering, Inc. Any

19、use, copying or distribution without written permission is prohibited.“Brands have run out of juice. More and more people in the world have grown to expect great performance from products, services and experiences.” Kevin Roberts, CEO Saatchi, Saatchi Author of Lovemarks 2007, All Rights Reserved. E

20、xperience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.A corporate brand represents the promise made to all audiences regarding the unique experience they have whenever and however they come into contact with the brand. 2007, All Rights Reserved. Experi

21、ence Engineering, Inc. Any use, copying or distribution without written permission is prohibited.value relationshipsbrand valuehow I feel about the companycustomer valuehow I feel in and about the experience 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution wit

22、hout written permission is prohibited.how customers think 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited. 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permis

23、sion is prohibited.the power of the unconscious mind 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.“the tangible attributes of a product or service have far less influence on consumer preference than the sub-consciou

24、s sensory and emotional elements derived from the total experience.”Dr. Gerald ZaltmanHarvard Business SchoolLaboratory of the Consumer Mind 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.95% of our processing takes p

25、lace at the unconscious level individual wantsconsciousopinions“what people say”cultural forcespsychological & bio needsuniquescriptuniversalschemecommon archetype 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited. 2

26、007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited. 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited. 2007, All Rights Reserved. Experience E

27、ngineering, Inc. Any use, copying or distribution without written permission is prohibited.customers consciously & unconsciously filter a barrage of clues and organize them into a set of impressions some rational, some emotional 2007, All Rights Reserved. Experience Engineering, Inc. Any use, co

28、pying or distribution without written permission is prohibited.types of clues that customers experiencewhat we tastewhat we feelwhat we seewhat we hearwhat we smell 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.categ

29、ories of cluesstimuli associated with people choice of words, tone of voice, level of enthusiasm, appearance, body languagehumanic cluesemotionalmechanic cluesstimuli associated with things sights, smells, sounds, texturesemotionalfunctional cluesfunctionality of the goodor servicerational 2007, All

30、 Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.“you cannot NOT have an experiencethe question is, how managed or haphazard is that experience?”Lou Carbone,President & CEOExperience Engineering, Inc. 2007, All Rights Reserv

31、ed. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.what kind of experience do these clues create?what if we managed these clues? 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission

32、 is prohibited.we can systematically & purposefullydesign experience clues tocreate feelings that emotionallyengage & bond the customers 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.learn 2007, All Rights Re

33、served. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.experience auditdesired customer experiencecurrent customer experience gap 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permissio

34、n is prohibited.experience auditdesired customer experienceZMETexperience intervention interviewsexperience reflection interviewscurrent customer experience experience language analysiscluescanexperience intervention interviewsexperience reflection interviewscustomers psychological pathwaysreality t

35、vgap 2005 Experience Engineeringwhy ZMET?“ZMET allowed me to walk around in the maze of the consumer mind.” A ZMET client 2005 Experience Engineeringworking definitiondeep metaphors are the basic, unconscious “filters” or “frames” that influence: what information we notice how we process that inform

36、ationwhat we do as a resultwhat are deep metaphors? 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.WorkPlayRoutineNovelDrudgeryQuest Reward(restore, break)ExplorationA model for shopping: Four Kinds of Shopping Descri

37、bed by Women in U.S., Japan, and France.Example of a cross-cultural ZMET Study 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.ZMET also identified several key cross-cultural differences regarding the deep idea of “con

38、nection with others.” For example: French consumers, more so than Americans or Japanese, expressed a desire for positive personal interactions with shopkeepers during their shopping journeys. They had a strong preference for the pleasant, enjoyable atmosphere in smaller shops, boutiques, and markets

39、 relative to large, impersonal department stores and supermarkets Many Japanese women expressed their strong needsometimes to the point of anxietyto obtain approval for their purchases from members of their families, especially their husbands. Perhaps this explains why Japanese women seem to devote

40、a greater amount of time to planning, imagining, learning, and deliberating prior to going to a store and eventually making a purchaseExample of a cross-cultural ZMET Study 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibit

41、ed.experience auditdesired customer experienceZMETexperience intervention interviewsexperience reflection interviewscurrent customer experience experience language analysiscluescanexperience intervention interviewsexperience reflection interviewscustomers psychological pathwaysreality tvgap 2007, Al

42、l Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.Little Words Make A Big DifferenceIll have a car ready for you in five minutes.Ill have the car ready for you in five minutes.Ill have your car ready for you in five minutes.Ling

43、uisticsexperience auditlearn 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.experience auditdesired customer experienceZMETexperience intervention interviewsexperience reflection interviewscurrent customer experience

44、experience language analysiscluescanexperience intervention interviewsexperience reflection interviewscustomers psychological pathwaysreality tvgap 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.ClueScan Objective To

45、create an awareness from the eyes of the customer of how they are bombarded by conscious and unconscious clues and how haphazard or managed those clues are which create the total experience. 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written perm

46、ission is prohibited.Experience ClueScanning 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.immediate fixesBeforeAfter 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without w

47、ritten permission is prohibited.create 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.experience motif : unifying element for every clue in an experience designprovides alignment for emotional & rational elements

48、in the experience 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.using the motif as a northstar to generate experience designs embedded with clues eliminate or abate negative cluesimprove neutral clues dial up or crea

49、te preference cluesacceptanceNo DifferentiationrejectionNegative Differentiation-commodity zone+preferencePositive Differentiation 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.Clue: its a jewel“Now I know why engineering is in your name. The process you put us through was invaluable to making the experience tangible and actionable for our team.”Karla D. Stephens CEOOSKAR Mobil/Vodafone, Czech Republicoskar mobilyouve got my