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Closure Experiences
Joe Macleod. @mrmacleod @ClosureExp closureexperiences.com
Death, Denial and Debt
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WhatWhat is a Closure Experience Why the customer life cycle is biased What created this situation How it has impacted us Good and bad Closure Experiences Techniques and models
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The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without negative consequence.
Closure
”
”
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The Consumer Experience
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1. 2. 3.
Any consumer experience can be broken down into 3 stages
On-Boarding Off-BoardingUsageThe stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the
product or service relationship. The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
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enga
gem
ent
time
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the
product or service relationship. The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Joe Macleod. Closure Experiences.
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Packaging
Advertising
Marketing
enga
gem
ent
time
Examples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the
product or service relationship. The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Joe Macleod. Closure Experiences.
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enga
gem
ent
time
The interest gap
Packaging
Advertising
MarketingExamples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the
product or service relationship. The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Joe Macleod. Closure Experiences.
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enga
gem
ent
time
The interest gap
Packaging
Advertising
MarketingExamples include…
T&Cs
Inactivity / dormancy
Break the contract
Examples include…
Recycle
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
On-Boarding Off-BoardingUsageThe stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the
product or service relationship. The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Joe Macleod. Closure Experiences.
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The customer life cycle is biased
There is a gap of interest
Consumers and industry in codependent denial
Joe Macleod. Closure Experiences.
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servicesproducts
digital
…the consequences we see in
Joe Macleod. Closure Experiences.
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The Social context of Closure
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Life was hard,
El Ángelus. Jean-François Millet. CCJoe Macleod. Closure Experiences.
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death was familiar,
Ars Moriendi. Meister E.S.Joe Macleod. Closure Experiences.
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funerals were meaningful,
A Burial at Ornans by Gustave Courbet. CCJoe Macleod. Closure Experiences.
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heaven was an attractive reward.
Belshazzar’s Feast. John MartinJoe Macleod. Closure Experiences.
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Plague arrived
Antonis MilanosJoe Macleod. Closure Experiences.
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Meaningless death
Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.
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Miss-managed
Raphael's Portrait of Leo X with cardinals Giulio de' Medici Joe Macleod. Closure Experiences.
Hacking access with indulgences
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Protestent uprising
Scène de la peste de 1720 à la Tourette by Michel SerreJoe Macleod. Closure Experiences.
Day of reckoning
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Work in the eyes of God
Joe Macleod. Closure Experiences. Eisenwalzwerk. Adolph Menzel
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Re-invest in the eyes of God
Joe Macleod. Closure Experiences.
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Increased wages
Joe Macleod. Closure Experiences. CWD Negative Collection, Orange & District Historical Society
work less? buy more?
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Medicine learnt to control death,
Portrait of Dr. Samuel D. Gross. Thomas EakinsJoe Macleod. Closure Experiences.
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and hid it away.
Gross Clinic on display at the Army Post HospitalJoe Macleod. Closure Experiences.
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Consume Heaven on Earth without end
Joe Macleod. Closure Experiences. American Abundance for all Vintage ad Wheaties sweepstakes 1958
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Death gave birth to Heaven
Work was un-Godly
Death was an expected part of life
Heaven is abundant on Earth
Work and investment Godly.
Death is hidden from life
So…
Joe Macleod. Closure Experiences.
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Closure changed…
Joe Macleod. Closure Experiences.
Closure had value and a vocabulary
Closure is hidden, overlooked and unwanted
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The Psychological Impact of Closure
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Ernest Becker Denial of Death
Terror Management Theory
“most human action is taken to ignore or avoid the inevitability of death”
Joe Macleod. Closure Experiences.
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Terror Management Theory
We are all in denial that things end.
Joe Macleod. Closure Experiences.
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Terror Management TheoryKasser and Sheldon 2000
Researchers attempted to connect consumption to Terror Management Theory
Liberation. M.C. Escher 1955Joe Macleod. Closure Experiences.
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Terror Management TheoryKasser and Sheldon 2000
“suggested that concerns about mortality, although sub-conscious, strongly influence our behaviour and aspirations about material goods and economic status”
Joe Macleod. Closure Experiences.
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Terror Management TheoryKasser and Sheldon 2000
“suggested that concerns about mortality, although sub-conscious, strongly influence our behaviour and aspirations about material goods and economic status”
this impacts our relationship with consumption
Joe Macleod. Closure Experiences.
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Role Exit
Helen Rose Fuchs Ebaugh 1988
“doubts are often ignited from organisational changes, personal burnout, a change in relationships, or the effect of some event. These doubts are then reflected to peers or friends as cuing behaviour.”
Joe Macleod. Closure Experiences.
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Role Exit
First doubts
cuing behaviour
• Organisational changes • Burnout • Changes in relationships • Events
assess following situations
seeking out individuals who will reinforce doubts
re-evaluation of the situation and temporary halting of the doubting process
negative interpretation of subsequent events
agreement of others
reinforcement of doubts
Seek alternatives
Joe Macleod. Closure Experiences.
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Closure is started with a doubt
Role Exit
Joe Macleod. Closure Experiences.
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Closure in the Service Landscape
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Government
The only service your born into.
Petr Kratochvil. CCJoe Macleod. Closure Experiences.
To leave; vote, move or die
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By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences.
Nuclear deterrent
UK spends £205 Billion on Trident
“A nuclear weapon must be always at the ready, yet never used” Bernard Brodie
Never ending story
Multi-billion £ oxymoron
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By English: Gerry J. Gilmore [Public domain], via Wikimedia CommonsJoe Macleod. Closure Experiences.
DivorceNever ending story
£205 Billion
Divorce rates doubled between 1970 (58,239) and 1980 (148,301)
Marriage/Divorce
Marriage ended by husband by saying “Talaq" 3 times
5 reasons considered grounds for divorce in UK
1. Adultery, 2. Un-reasonable behaviour, 3. Desertion, 4. Lived apart for 2 years and agreed to get divorced 5. Lived apart for 5 years without agreement UK Government
Divorce with Blame
Immediate Divorce
Jan Van Eyck. Arnolfini Wedding Portrait
Russian revolution in 1918.
• Helped people leave abusive relationships. • Lowered the incidents of wives committing suicide by 8-16% • 30% decrease in domestic
violence Betsey Stevenson and Justin Wolfers
No Fault Divorce
• 1 in 11 Muslim women are survivors of triple Talaq • Vast majority receiving no compensation.
Bharatiya Muslim Mahila Andolan (BMMA)
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Thad Zajdowicz. CCJoe Macleod. Closure Experiences.
Credit cards
US household debt as of Q1 2016, is $132,086
www.nerdwallet.com
Credit cards US average $15,310
Consumer rewarded for more debt. Never rewarded for paying back.
Gaming debt. Not celebrating good debt payers.
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Switch Guarantee
Energy industryFinancial industry
“people change their bank accounts, on average, every 26 years” “75% of personal current account holders have never switched, with nearly 1 in 5 saying this was because of the hassle and potential risks.”
Current Account Switch Service will let consumers safely and reliably switch their accounts between banks in 7 days. Sept 2013
Independent Commission on Banking Report
(a) 36% did not think it was possible to change one or more of the following: tariff, payment, method and supplier. (b) 34% said they had never considered switching supplier. (c) 56% said they had never switched supplier, did not know it was possible or did not know if they had done so.
Competition and Markets Authority
Energy Switch Guarantee is a commitment that promises a speedy and safe switch from one energy provider to another. June 2016
Big industry find it hard to create endings. So watchdogs have to do it for them.
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Joe Macleod. Closure Experiences.
Gyms
Attrition rate of gyms 30-50%. Even the best gyms are losing 30% each year www.ptdirect.com
2 in 5 people had trouble canceling contracts. 1 in 4 people had a notice period over 1 month. 1 in 5 found they couldn't leave due to being tied in for minimum term. which.co.uk
Gyms deny endings with contract lock-ins.
Opportunity to create a best in class Closure Experience - celebrate the ending.
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Office of War Information Photograph Collection . CCJoe Macleod. Closure Experiences.
UK Financial Ombudsman
Negotiate settlements between customers and companies in UK
2009 considered 127,000 cases. In 2014 this leapt to 512,000
£13.4bn cumulative payouts mis-selling PPI UK
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Cultural bias towards On-Boarding
Users trapped in contracts
Business fail to create closure
Off-Boarding lengthy, legal and hidden
Joe Macleod. Closure Experiences.
Services
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As an industry, services don't do endings well.
Joe Macleod. Closure Experiences.
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A good Closure Experience will be…
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Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
A good Closure Experience will be…
Joe Macleod. Closure Experiences.
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Consciously ConnectedClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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Canon fail to link the starting experience, and the closure experience - despite having all the bits.
Nearly 500ml of redundant space in Canon packaging.
A printer pioneer, having operated a cartridge recycling program since 1990.
Users don’t understand what ‘benzisothiazol’ means and therefore can’t action anything about it.
On-Boarding Off-Boarding
Fill in form, sign T&Cs - 2300 words.
Usage
Canon Ink Cartridge
Joe Macleod. Closure Experiences.
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Joe Macleod. Closure Experiences.
Sales interviews
The conversation is a ‘sales opportunity’
Sky requires the customer to have a 1 hour phone call if they want to leave
Gavin Hackwood from UK. Attempted to leave Sky. After 90 minute call his request was denied.
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Pensions
Pensions need to connect a Starting experience and a Closure experience over decades.
1 in 4 of these pension pots goes missing through lack of contact. Age Concern
Average of 11 employers in our lifetime. Department for Work and Pensions UK
20s 65s40 years of v i s i b i l i t y
lifespan
Joe Macleod. Closure Experiences.
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Emotional TriggersClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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Marie Kondo Tidying Technique
New York Times
Questioning: does a product ‘bring you joy?’ helps the owner understand the meaning if ownership and responsibility.
Encourages emotional endings with the clutter in your home
‘Goodbye, and thank you for teaching me what doesn’t suit me’
Joe Macleod. Closure Experiences.
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ActionableClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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HTC One Mini Packaging
Some packaging mis-places closure
Starting experiences wrapped up as long term responsibility
Closure experience overlooked as important or actionable
Joe Macleod. Closure Experiences.
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Carbon off-setting on flights. As part of the customer lifecycle worked.
Carbon off-setting for flights was part of the customer purchase lifecycle. Sadly it has moved into the background, and airlines do it as part of their Social Responsibility.
Carbon off-setting for your flight
A perfect moment to ask about a Closure Experience
Joe Macleod. Closure Experiences.
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TimelyClosure is Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner.
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A commitment to the perceived lifetime of the product
CCO by Ryan Stone
Traditional approaches of warranty aim to reassure against failures in the product. KIA aims to deliver assurance to the lifetime of the product.
Kia
KIA 7 year warranty disrupted the market when it first launched.
Joe Macleod. Closure Experiences.
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Mortgages
Jameslwoodward
There should be a period of reflection and celebration.30 years of
payback shouldn't end in a moment
Sadly debt is only celebrated, when more debt is added. Paying off debt is not celebrated, avoiding a Closure experience for the user.
Joe Macleod. Closure Experiences.
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DNR. Do Not Resuscitate
Jameslwoodward
Occasionally resuscitation takes place despite the existence of a DNR. Prompting many elderly people to get their first tattoo.
DNR is over burdened as an interface.
A DNR document is a humble A4 piece of paper that informs medical staff about the life and death intentions of the user.
Joe Macleod. Closure Experiences.
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Techniques and Models
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On-Boarding Off-BoardingUsage
Closure Experiences
Joe Macleod. Closure Experiences.
ConsequencesTransaction types
Key moments
1. 2.
3.
Customer lifecycle
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Consequences
Joe Macleod. Closure Experiences.
Rebirth Reflection Rest
Released to take part in another experience
Look back at a wonderful experience
Provides an opportunity to rest, a moment of peace
Closure Experience will bring about
Resentment
I could have made more of that opportunity
Regret
I feel cheated, and its someones fault.
Desirable Avoidable
3.
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Closure ExperiencesThere are 5 main types of closure experiences the user has with Services.
Joe Macleod. Closure Experiences.
Time out Credit outTask/Event completion Withdrawal Lingering
2 week holiday, 3 year degree, 1 year software subscription,
Pay As You Go, Points on your driving license
Parcel delivered, boiler fixed, car serviced, concert watched, operation successful, money transferred
Break the contract, leave the film early, end the relationship,
A pension that you no longer pay into. An unused gym membership
2 3 4 51
2.
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Transaction types
Joe Macleod. Closure Experiences.
Payment after delivery
Payment before delivery
Scheduled payment Synchronous
Continuous observation
restaurants, plumbers, hairdressers, taxis
flights, trains, music concert
gym membership, car insurance, utility payments
digitised services, pay-as-you-go, commissioned services
Google Maps, Facebook, phone manufactures, carriers
The Transaction type establishes the relationship for the rest of the service delivery and therefore characterises the Closure Experience.
2 3 4 51
1.
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So…
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Balance the l i f e c y c l e
Joe Macleod. Closure Experiences.
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value death, in life.
Joe Macleod. Closure Experiences.
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for every start,
Joe Macleod. Closure Experiences.
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design an end
Joe Macleod. Closure Experiences.
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every emotional
Joe Macleod. Closure Experiences.
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HELLO!
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deserves
Joe Macleod. Closure Experiences.
a
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grateful
Joe Macleod. Closure Experiences.
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GoodbyeJoe Macleod. @mrmacleod. @ClosureExp www.closureexperiences.com