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Invest in customer insights

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Invest in customer insights

  1. 1. Joost Holthuis Invest in customer insights TEDx Hamburg 24.05.2011 edenspiekermann_ amsterdam berlin stuttgart
  2. 2. 80% of companies believe they provide superior services. Only 8% of the customers agree *Seven Things You Need to Know About Marketing in the 21st Century, World Business, James Allen and Rob Markey, Bain & Company, 2006
  3. 3. All these personal details to get € 2 back?
  4. 4. All these personal details to get € 2 back?
  5. 5. Result after 3 months… ...
  6. 6. “…this is just theft” (Mario, customer of HTM) “What bothers me most is that they don't respond…” (Miezelien, customer of Connexxion) “I forgot to check out and tried to catch the bus on my bike ...” (Carola tries to check out…)
  7. 7. Power to the people “overpaid charges may not end up in the pockets of the shareholders …” Farshad Bashir, Member of the Dutch Parliament
  8. 8. 'A brand is a collective perception in the minds of consumers' Faris Yakob
  9. 9. Biggest decliners: public transport
  10. 10. Reality check: an alternative approach
  11. 11. Service design thinking… Business viability People desirability Successful services Technical + organizational feasibility
  12. 12. …but this is often the reality Business People viability desirability Technical + organizational feasibility
  13. 13. Customer insights Context Relevance
  14. 14. No touch point stands on its own
  15. 15. For the customer it’s always part of a chain of events
  16. 16. Design the customer experience as one
  17. 17. IKEA has been no 1 for years
  18. 18. Be truly relevant for customers and stakeholders
  19. 19. Meet the customer’s expectations maintain opportunities desired existing relations new relations damage relations relation killers undesired expected unexpected Source: Floris Hurts
  20. 20. Exceed the customer’s expectations maintain opportunities desired existing relations new relations damage relations relation killers undesired expected unexpected Source: Floris Hurts
  21. 21. Step into your customer’s life
  22. 22. Successful services are part of your life
  23. 23. Case How to design customer experiences in an ever-changing environment
  24. 24. CU2030
  25. 25. Temporary situation for many years
  26. 26. Changing environment
  27. 27. Changing environment
  28. 28. Changing environment
  29. 29. The passenger’s needs remain the same
  30. 30. Observing group behavior patterns
  31. 31. Observing and interviewing individual passengers
  32. 32. Valuable insights •  New customer segmentation to inform passengers on the platform •  New key moments to classify the platform situation •  10 relevant behavior patterns defined
  33. 33. Insights made accessible to stakeholders
  34. 34. Insights made accessible to stakeholders
  35. 35. Evaluate the insights with stakeholders
  36. 36. A lot of opportunities for service improvements
  37. 37. These gathered customer insights are a compass to designing successful services
  38. 38. Invest in customer insights so we can design better services
  39. 39. Thank you. edenspiekermann_ amsterdam berlin stuttgart

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