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TRANSCRIPT
9 juni 2015 erik roscam abbing | zilver innovation
customer experience
customer experience ?
viability feasibility
desirability
will they want it?
will we make money?
can we make it?
what’s missing?
will they want it?
will we make money?
can we make it?
should we do it?
will they want it?
will we make money?
can we make it?
does it match our brand?
good customer experience = good business
1. love your customer
2. design solutions
3. nudge the culture
1. love your customer“To understand the man, you must first walk a mile in his moccasin”
North American Indian Proverb
contextueel klant onderzoek
daarom:
Contextueel klant onderzoek de diepe drijfveren van mensen begrijpen
in hun interacties met diensten en producten door ze als expert te zien van hun eigen ervaringen
ze de tools te bieden om hun eigen gedrag uit te leggen en vruchtbare voedingsbodem voor innovatie en klant beleving
the futurethe past
abstract
concrete
2. reflections and emotions
3. needs and desires
4. guidelines, principles
and themes1. anecdotes
klanten ‘senzitizen’ om ze te helpen uitdrukking te geven aan hun
motivaties en wensen
klanten thuis bezoeken om ze te laten vertellen en verbeelden wat ze
beweegt
2. design solutions“Quality in a service or product is not what you put into it. It is what the client or
customer gets out of it”
Peter Drucker
nine prototyped initiatives
to design=to prototpye
3. nudge the culture“There is a spiritual aspect to our lives – when we give we receive – when a
business does something good for somebody, that somebody feels good about them!”
Ben Cohen, Ben & Jerry’s
met het team de resultaten bestuderen en bediscussiëren. Insight
mapping
personas creëren en valideren
stap 9: de final personas
35
service design en klantbelevingsworkshops:
nieuwe proposities ontwikkelen
design principles operationaliseren, kwantificeren
en monitoren
1. know your customer 2. design solutions 3. nudge the culture
www.zilverinnovation.com
www.branddriveninnovation.com
www.designthenewbusiness.com
@roscamabbing
sources
