Tangerine Lab makes a case for why every brand, especially marketing, should care about customer experience.

1. Customer
Experience
Why Should You Care?

2. As marketers we are the messengers of the
brand promise for new and existing constituents.
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3. Less and less our customers are
comparing us to our competitors…
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4. ….and more and more they are comparing us with the
best of the best in how we are relevant to their lives!
Conventions Of Experience Across All Brands
Utility
Omni Channel
Portability Speed Entertainment Connect & Share
Ease of Use Access Personalization
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5. Sector benchmarks are important but not
everything!
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6. Your customers expect individualized and personalized
treatment. They see themselves as a “segment of one”.
86% of consumers will pay more for a better customer experience.
Source: RightNow Customer Experience Impact Report 2011
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7. Your customers are generating loads of data as they
interact with you and your competitors. This data are
signals about preferences and expectations.
Are you listening? Are you responding?
Only 1% of customers feel that vendors consistently meet their expectations.
Source: CEI Survey: Is it the Chicken or the Egg, Forbes
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8. Your customer’s experience has a direct impact on their
loyalty AND their willingness to recommend you to others.
Only 37% of brands received good or excellent customer experience index scores in 2012.
64% of brands got a rating of “OK,” “poor,” or “very poor” from their customers.
Source: Forrester’s Customer Experience Index, 2012
About 13 per cent of dissatisfied customers tell more than 20 people.
Source: White House Office of Consumer Affairs, Washington DC
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9. Mobile and social media are now mainstream. Your
customers want to buy from you on their mobile device,
receive service on social web and be seamlessly supported
by your offline channels when necessary or as desired.
70% of US online consumers research products online and purchase them offline
Forrester, Profiling The Multichannel Consumer
84% of US adults who have conducted an online transaction through a mobile device in the last
year report experiencing a problem.
Tealeaf Mobile Transactions Research Report
Customers who engage with companies over social media spend 20% to 40% more money with
those companies than other customers.
Bain and Company, Putting Social Media to Work
50% of smartphone users would prefer to use a mobile customer service application to try to
resolve their customer service issue before calling into the contact center.
SpeechCycle and Echo Research Study
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10. While technology is everywhere…
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11. …your customers are
interacting with your brand
in both digital and physical
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worlds.

12. Customer Experience design is
not just about your website…
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13. …or your app…
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14. …or your physical location.
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15. Customer experience design is
about empathy with your customer
as they experience transitions in
their interactions with you.
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16. SOLD?
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17. None of these brands became the
best of the best by starting with…
We need
an app.
We need a
database.
We need to be
entertaining.
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18. Brands of Empathy
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They all started with
empathizing with their
customers and their real-life
challenges or needs.
Brands of empathy are
informed by data, enabled by
technology and delivered
through multi-channel
engagement.
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19. “Brands of empathy” strive to be
relevant
“We don’t do advertising any more. We just do cool stuff.
It sounds a bit wanky, but that’s just the way it is.
Advertising is all about achieving awareness, and we no longer
need awareness. We need to become part of people’s lives.”
–Simon Pestridge, VP Marketing, Nike
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21. Real-life, mundane
challenges….
§ For average city dweller and
taxi drivers.
§ San Francisco and most
cities cap number of cabs
despite population growth.
§ Dispatchers don’t care about
prompt service or service at
all. They make their money
from leasing cars to drivers.
§ Customers don’t get service,
drivers don’t make money!
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22. Opportunity….
Disrupt a very unpopular, high cost, low service,
low accountability business sector.
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23. Vision: “Everyone’s Private Driver”
• Focus on customer
experience:
Prompt
Convenient
Transparent
Accountable
Quality service
Feels luxurious
Tiered service levels
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24. Realize the Vision!
Vision How?
Prompt Wait no more than a few mins
Convenient Cashless
User friendly UI
Low friction order processing: 1-2 clicks
Transparent Location of the car
Driver’s name & contact info
Customer rating
Cost of the ride
Status alerts BEFORE you use the service!
Accountable Customer & driver ratings
Quality New cars only, clean, customer ratings
Luxurious “Everyone’s Private Driver”
Tiered Service
Levels
UberX, Uber XL, Black Car, SUV, Taxi
Some equal or cheaper than taxi!
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25. Where do you start?
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26. “Empathy is not walking in
another’s shoe. First you must
remove your own.”
–Scott Cooke, Founder of Intuit
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27. How do we design through
empathy?
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28. Journey Maps
Journey maps emotionally connect us to insights and data to invoke a
visually compelling account of our customer’s experiences.
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29. All our customers have experiences
with us…good, bad and indifferent.
All experiences come with emotions.
All emotions impact decisions.
Experiences, emotions and decisions
are there from the moment they
become aware of our existence.
Often their perceptions and our
reality are NOT the same.
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30. ALSO
Customer experience and
business objectives are not
mutually exclusive!
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31. Customer Journeys &
Human Centered Design
(AKA Design Thinking)
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32. What Is Human Centered Design
and How Can It Help Us?
Made famous by Standford
d.School & IDEO (David Kelley)
A process by which you gain deep
empathy for a customer’s needs,
hopes, aspirations.
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33. Step 1: Identify your customer
You are designing for that “persona” who can move the dial
on your business objectives
Growth, retention and loyalty, advocacy….
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34. Step 2: State your objective
In human terms express what will
your effort do for your customer?
What are your business
objectives?
What is the problem that you are
trying to solve?
Where do your business
objectives and your customer’s
converge?
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35. Step 3: Map your customer journey
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36. Step 4: Identify the “on stage”
elements
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37. Step 5: Register your
customer’s emotions
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38. Step 6: Identify the “back-stage”
elements
• Methods and procedures
• Our vendor partners
• Our partner organizations
and government agencies
• Our systems and tools
• Skills, competencies, training
• Rules and governance
• Government regulation
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39. Step 7: Prioritize to optimize
Desirability
What do
people want?
Feasibility
What is
Technically &
Organizationally
possible?
Viability
What is
Financially
viable?
This is where it all happens!
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Website: www.tangerinelab.com
Twitter: @tangerinelab