joe dwyer - customer experience
TRANSCRIPT
@joedwy | 312-612-0491 | [email protected]
DwyerLab
People don’t experience your products the way you think they do.
The Customer Experience Economy
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Problem is, people don’t experience products the way you think.
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We don’t process info well
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99% of what we experience is filtered out.
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The stuff that makes it through is subject to gist processing.
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What’s stored uses “lossy” compression.
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DwyerLabDaniel Simons, UIC
How many times is the basketball passed?
50% didn’t notice.
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Our environment compels us
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Good samaritan test10
Darley & Batson 1973
67 students from Princeton Theological
Seminary.
40% didn’t help.Tuesday, February 21, 12
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Milgram Experiment11
Administer shocks.
25% went all the way.Tuesday, February 21, 12
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Emotions affect us
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Don Norman
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We are subject to cognitive biases
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Kitchen test16
Freedman & Fraser 1966
53% agreed if preceded by a small request.
5 strangers in your searching and classifying everything in it.
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Chameleon effect17
Chartrand & Bargh 1999
50% increase in foot wagging
Wag your foot
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Expectation effect18
Chartrand & Bargh 1999
60% increase in cleaning up activity.
You’re so good at cleaning up!
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Cognitive dissonance19
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Our physiology plays a powerful role
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Visual saliency
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Overload my brain...
And I’ll probably go with what you say
Decisions are hard
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We seek novelty
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Striatum releases dopamine
But it can overload us
Paradox of Choice
Too much choice is negative
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Out of 232 men from 22 countries... zero chose purple. 23% of women did.
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We don’t know what we think.
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Which cookie is better?25
McConnell 2011
Stranger judges from your expression.
Imagine yourself eating it.
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Something is written down the center. Kinda big.
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Any color you want... as long as it’s black.
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Immense increase in personal data streams!
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Went from lucky to get one...to a material society...
to the Paradox of Choice.
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Customer Experience is about creating contexts for effective
User Experience.
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UtilitySymbolismExperience
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Symbolism
Experience
Utility
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Human drives
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Biological
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eat, drink, sleep, keep warm, reduce pain
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Sexual
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attract sexual partners and satisfy sexual desires
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Security
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keep ourselves and loved ones safe
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Control
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be in control of our lives
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Social
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form relationships, experience intimacy and love, feel we belong
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Individuality
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drive to establish and express a unique identity
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Stimulation
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sensory, cognitive, and physical stimulation
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What can we do to create amazing customer experiences?
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Improve reality? Or improve how people
experience it?
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Rewards47
Planned rewards work poorly
Surprise rewards work
Monetary rewards don’t work as well
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3 minute massage48
break enjoyment into small bits
Nelson & Meyvis 2008
20-second break
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The power of waiting49
Queueing for products increases
perceived value.Ayelet Fishbach 2010
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Don’t make them think50
Online $59Print $125
Print + Web $125
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Ben Franklin effect
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Experience theme52
“You press the button, we’ll do the rest.”
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Building a cult of product53
“You press the button, we’ll do the rest.”Tuesday, February 21, 12
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Simple, purposeful message.
Distinct differentiation.
Encourage customer expression.
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