2. At Veryday, we passionately believe that customer-centric
solutions based on genuine customer insights can
empower, enrich and energize both people and brands.
FROM STORYTELLING TO STORYDOING
3. NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
3
“You can’t build a reputation on
what you are going to do.” – Henry Ford
7. 7
of companies believe their
products and services are
differentiated80%
Source: Harvard Business Review 2012
10% of
customers
agree
8. 8
From inside-out focus to customer focus
Symbolic heat-map
of wasted time in
average corporate
Headquarter offices
NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING
Shift in perspective
9. NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
9
From pills
to outcomes
Pharma companies investing in service design to create more value
Example
10. 10
If you want to be future proof,
you have to prove your value.
13. NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
13
Understanding customers
DREAM & ASPIRATIONS
MEANINGFUL
PLEASURABLE
ACCESSIBLE
USEFUL
EASE OF USE
RELIABLE
FUNCTIONAL
14. The customer experience loop
NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
14
Loyalty
Customer
Experience
Decision
TRIGGER
DROP- OUT
CONSIDERATION
SATISFACTION
EXPERIENCE
EVALUATION
15. The big difference
NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
15
Source: Co:collective
Storytelling
Pepsi
McDonalds
United Airlines
Clorox
Reebok
Lenovo
Chevrolet
Storydoing
Red Bull
Chipotle
JetBlue
Method
Toms Shoes
Apple
Tesla
16. The storydoing approach creates value and reduces cost
NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
16
19. NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
19
Beyond
departments
Employee engagement
is key to connect the
dots and deliver on
customer experience.
of employees
are not engaged
at work
Source: Gallup US Survey
63%
20. 20
Employees come to work to join a mission!
Employees are 300% more involved and
motivated in a storydoing company
#1 best place to work in 2016: Airbnb
FROM STORYTELLING TO STORYDOING
+300%
Employee Experience at Airbnb:
• Meeting rooms modelled to resemble listings
• Chief Employee Experience Officer
• Seeing staff like founders and hosts like employees
Source: Co:Collective
NEXTERDAY16–FROMSTORYTELLINGTOSTORYDOING
23. NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
23
Empathy
by doing
Experio Lab –
Cross-functional patient
journey exploration
CO-CREATION
1.
24. NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
24
Solutions
by doing
Skånetrafiken – Reinventing
the urban travel experience
in co-creation together with
citizens
CO-CREATION
1. 2.
25. NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
25
Sharing
by doing
CO-CREATION
One shot video of
experience prototypes
1. 2. 3.
27. The 10-10-10 Rule:
Evolve with users
over time.
NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
27
A solution should
be as valuable to
its user for the
first 10 minutes,
10 days,
10 months
of its life.
28. Reflection
NEXTERDAY 16 –FROM STORYTELLING TO STORYDOING
28
What do your
customers value?
How can you
drive real action?
Who do you want
to join your mission?
STORY DOING CO-CREATION=+
29. Find your quest and tell act on it.
29
ACTIONS SPEAK LOUDER THAN WORDS
30. If you only do what you can,
then you will only be
what you are.”
KUNG FU PANDA
Customer Experience is the new frontier for brands to differentiate
From storytelling to storydoing
“
30
31. 31
S T O C K H O L M / N E W Y O R K / L O N D O N / S H A N G H A I / D U B A I / V E R Y D A Y . C O M
Kiitos!
Thank you!
@st_moritz