Lightning Talk presented at UX Lisbon 2013. Based on the latest work we did for several museums, we will show you how to obtain effective feedback from users as well as improve the customer experience by facilitating and mapping responses while considering the many touchpoints of your brand’s ecosystem.

1. Relax In The Air
UXLx 2013 - Lisbon
MC CASAL
Give’em a voice!
Customers are your best
partners for delivering
a better experience
Copyright© MAH Genève http://www.flickr.com/photos/mahgeneve/8249991330

2. The slasher effect

3. Copyright© Relax in The Air
feedback on experience

4. This is how your customers perceive their
interaction with your business.
____________________
Customer Experience

5. HOW YOU SEE ME

6. you wish...

7. CONTEXT
Copyright© Relax in The Air

8. Relax In The Air
UXLx - May 2013
Copyright© 2013 Relax In The Air
inside-out
context
MUSEUMS

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UXLx - May 2013
Copyright© 2013 Relax In The Air
empowerment
customers
context
MUSEUM
EXPERIENCE
EXPERIENCE
website
tools
services
point of sale
s
ocial SHARE
likes
comments
wOM
OPPORTUNITIES
OPPORTUNITIES

10. Copyright© lajeunessenicoise.com
align people

11. Image copyright© undiesboyssoccer.blogspot.com
Change
Holistic perspective
Customer oriented change process
Human infrastructure & organization
Definition of roles & responsibilities

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align people
organization chart
UXLx - May 2013
Copyright© 2013 Relax In The Air

13. Relax In The Air
align people
organization chart
agile structure
UXLx - May 2013
Copyright© 2013 Relax In The Air

14. Relax In The Air
• adapt and improve roles
and responsibilities
• BE collaborative,
conversational and
empowered
• Spread knowledge and
awareness across the
organization
align people
organization chart
agile structure
UXLx - May 2013
Copyright© 2013 Relax In The Air

15. Copyright© Relax in The Air
Process

16. @
Facebook
Linkedin
Flickr
Youtube
Instagram
Foursquare
Twitter
Google+
Museum 1
Museum 2
Museum 3
Museum 4
Library
Relax In The Air
UXLx - May 2013
Copyright© 2013 Relax In The Air
A
B
process
map the ecosystem

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UXLx - May 2013
Copyright© 2013 Relax In The Air
@
business on site
process
map the ecosystem
MUSEUMS

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UXLx - May 2013
Copyright© 2013 Relax In The Air
process
ENVIRONMENT
human
institution
touchpoint category
Places (museum)
Touchpoints
processes
People
Employees
partners
processes
Institution
Policies
corporate
social

19. process
Copyright© Relax in The Air
collect feedback
1. Identify user’s input
2. Give feedback
3. Define customer
4. Prioritize
5. Classify under right topic

20. hu
man
Relax In The Air
UXLx - May 2013
Copyright© 2013 Relax In The Air
process
analyze
Buying products (museum)
Lack of information (telephone)
Community management (online)
Obnoxious employees (museum)

21. Image copyright© showcase.ca
Analyze
Recurrence
Patterns
Customer influence
Priority
Difficulty level

22. Relax In The Air
UXLx - May 2013
Copyright© 2013 Relax In The Air
process
priority and roadmap
Obnoxious employees (museum)
Priority 1
Priority 2
Priority 3

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UXLx - May 2013
Copyright© 2013 Relax In The Air
@
business on site
build & measure & Learn
process
MUSEUMS

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UXLx - May 2013
Copyright© 2013 Relax In The Air
process
engage customers

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Copyright© 2013 Relax In The Air
business
process
engage customers
MUSEUMS

26. tips on customer development interviews
one person at a time
separate feedback and behavior
accept things you don’t want to hear
politeness is not an option
avoid the yes/no questions
listen, don’t talk

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UXLx - May 2013
Copyright© 2013 Relax In The Air
process
deliver
business
deliver
MUSEUMS

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UXLx - May 2013
Copyright© 2013 Relax In The Air
process
moderate

29. LEARN

30. Copyright© Relax in The Air
this is not the end
Copyright© AMC - The Walking Dead

31. Image copyright© stockproject1.deviantart.com
Considerations on tools
Budget
Size of business
Human resources
Knowledge
Company culture

32. Life is hard, it’s harder if you’re stupid.
____________________
John Wayne

33. The happiness we bring to our customers
gives our work all its value.
Thank you
Enjoy Lisbon
relaxintheair.com
@mccasal
@relaxintheair
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