Speaker: Klaus Schwarzenberger (CTO Experience Fellows)
Customer Experience Research – eine innovative Software
Die Kundenreise ist eine komplexe Sache, die sich über eine Vielzahl von Kanälen abspielt. Gerade bei der Neu- oder Weiterentwicklung von Produkten stoßen quantitative Ansätze oft an ihre Grenzen in Bezug auf die Aussagekraft. Mobile Ethnographie und andere qualitative Methoden bringen wertvolle Einblicke, um die Bedürfnisse des Kunden zu verstehen und das Unternehmen fit für die Experience Economy zu machen.
Haben Sie dazu Fragen oder möchten Sie die Folien haben, dann kontaktieren Sie uns bitte unter office@usecon.com
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USECON RoX 2015: Slip into your customers' shoes - Mobile Ethnography
1. 2015 Slip into your customer's shoes
Klaus Schwarzenberger
RoX 2015 - Vienna 12 November 2015
2. 89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
3. 78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
5. CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
6. CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
When do you measure
customer satisfaction?
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
7. CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
CUSTOMER JOURNEY MAP
1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
9
78.4% OF OUR CUSTOMERS
RATE OUR SERVICE: “VERY GOOD”.
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
8. TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
10. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
QUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
18. photo credit
shutterstock / Kzenon
SELF-DOCUMENTATION
QUALITATIVE
AUTO-ETHNOGRAPHY
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
19. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
QUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
20. … AND MANY MORE
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
QUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
QUANTITATIVE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Non-participant observation
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
29. High-resolution PDF export for large format printsHigh-resolution PDF export for large format prints
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
31. Wayne parking kiosks - Philadelphia, PAWayne parking kiosks - Philadelphia, PA
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
32. IN THE END IT'S
JUST A USABILITY TEST.
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain
33. THANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
OUR
BESTSELLER
FROM 2010
Klaus Schwarzenberger
klaus@experiencefellow.com
Slip into your customer's shoes
RoX,Vienna @MrBlackmountain