the brand experience gap
DESCRIPTION
How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company. The webinar presentation was first broadcast 13 December 2011.TRANSCRIPT
Photo: www.flickr.com/photos/dykstranet/100764248/
The brand experience gapTim Loo, UX StrategistWebinar 13 December 2011
Agenda
What we’ll cover today
2© 2011 Foolproof Limited
What is the brand experience gap?
How digital is changing consumers
Why organisations fail to keep pace
How user experience design tools and techniques can be used to help brands tackle this
How to create a planning framework for developing a user experience strategy
Your questions
Before I begin...
Some disambiguation
User experience versus customer experience
Firstly some, disambiguation
user experience
customer experience
What is the brand experience gap and why does it matter?
So let’s begin...
Brand matters
Top 100 Brands 2011, Interbrand
Brand value is real & tangible Accounts for a significant value of an
organisation’s market capitalisation and drives long term shareholder value
Brand value
$71 billionInterbrand (2011)
Market cap
$153 billion12-12-11
“Brand equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service to a firm’s customers”
What is brand value?
Building Strong Brands, David A. Acker
BRAND AWARENESS
BRAND LOYALTY
PERCEIVED QUALITY
BRAND ASSOCIATIONS
BRAND AWARENESS
BRAND LOYALTY
PERCEIVED QUALITY
BRAND ASSOCIATIONS
Definition: A brand
brand: a person’s gut feeling about a product, service, or organisation.
[Image and definition: The Brand Gap, Marty Neumeier]
So how does business manage brand
The golden age of brand advertising
The brand is what you say it is
CUSTOMERSBrand
XThe
brand message
Smarter brand advertising
The brand is stillwhat you say it is
CUSTOMERSBrand
X
The age of the digital consumer
CUSTOMERSBrand
X
The brand is what they say it is
Photo: www.flickr.com/photos/geishaboy500/2911049059/
BRAND PROMISE
So what do we mean by the brand experience gap?
EXPERIENCEREALITY
An brand advertising campaign...
...creates a promise across the entirety of the experience
Consumers can share and uncover the brand gap in real-time
Consumers can share and uncover the brand gap in real-time
The experience is becoming brand perception
RELEVANCE
AUTHENTICITY
DIFFERENTIATION
CONSISTENCY
UNDERSTANDING
PROMISE
PERCEPTION &VALUE
THE CUSTOMER EXPERIENCETHE BRAND
Digital makes the gap between your brand promise and experience all too obvious
BRAND PROMISE
EXPERIENCEREALITY
Photo: www.flickr.com/photos/yagankiely/4885094216/
Digital is transforming consumer thinking and behaviours and how people think about brand
Consumers are constantly adapting to new technologies
Find
Evaluate
Share
Authenticate
All the above,all the time
Search
Comparison sites
UGC
Social
Mobile
Consumers are better than business at integrating digital into their lives
Why is business so slow to adapt?
Organisations live in silos
FunctionalGeographic ChannelProduct
BRAND X
PRODUCT SALES MARKETING OPERATIONS IT RETAIL
Organisations live in silos
Digital is still a bolt-on to many brands and their business models
BRAND X
PRODUCT SALES
In-store
Web
Contact centre
MARKETING
Offline
Online
OPERATIONS IT
Infrastructure
eCommerce
RETAIL DIGITAL
Web
Mobile
Social!!!
Silos are primarily focussed on optimising their parts of the business
Longer term goals
- Holistic customer experience
- Customer lifetime value
- Service perception
- Brand value
Short term goals
+ Channel optimisation
+ Revenue
+ Cost reduction
+ Profit
The result
The user experience feels like a patchwork of interactions rather than a seamless, coherent and cohesive experience
Digital = The age of brand disruption
Top 100 Brands 2011, Interbrand
How can organisations break this cycle?
1. You need leadership and sponsorship
2. You need to make the connection between your customer experience and the drivers for brand value
Net Promoter
Score
Experience drivers
Experience drivers
Experience drivers
Experience drivers
3. You need a vision which can inspire and create organisational alignment
4. You need a roadmap and business case which brings this all together
UX strategy
A long-term plan to align every customer touchpoint with your vision for user experience, and achieve a measurable increase in commercial yield.
How do you create a UX strategy?
© 2011 Foolproof Limited
DEFINE
1
UNDERSTAND
2
BENCHMARK
3
IDEATE
4
ENVISION
5BUSINESS
CASE
6PLAN &
ROADMAP
7
Defining UX success at brand and organisation level
Company mission & business model
Target brand positioning
Values & organisation principles
Strategic imperatives & priorities
UX UX UX UX UX UX UX
Understand the customer ecosystem and organisational factors for UX
Immersion into the customer ecosystem
Environmental trends in technology, behavioural and societal change
Organisational factors – people, structure , process , culture
Create a measurement framework for user experience
Define UX key performance indicators and underlying heuristics
Benchmark and baseline the current experience against existing and emerging competitors
Ideate, co-create and iterate UX value propositions
Focussed innovation around customer scenarios & design principles
Developed in collaboration with customers
Iterative concepting
Visualise the UX vision bring propositions to life for stakeholders and customers
Storyboarding
Interactive prototypes
Customer story videos
Experience spaces
Develop the commercial model for success
Baseline current performance
Set and validate benefits case assumptions (eg. take up, usage)
Test service/ product parameters (eg. pricing)
Future UX KPIs
Develop the right plan and priorities to deliver benefits
Customer priorities
Business case
Organisation
Technology
Legal & compliance
A framework for UX strategy planning
Three things you can do today
1. Complete the picture of the customer and map their current experience & pain-points
2. Establish experience design principles
3. Design a customer experience vision
Many organisations still allow opinions about customers to dominate decision making.
Yet most organisations have plenty of research to hand but can’t use the insights to align stakeholders & spot holistic problems and opportunities.
1. Map the current customer experience
Turn all of your current insights into documentation you can use to align stakeholders and map value
Personas Customer journeys maps Pain-points (& pleasure points)
1. Map the current customer experience
Experience design principles describe the core values of the user experience of a product or a service
Experience design principles should be aspirational and inspiring
They form the basis for creating a vision of your future customer experience
2. Establish experience design principles
2. Establish experience design principles
CUSTOMER EXPERIENCE
INSIGHT
BRAND ASSETS &
VALUES
GOOD DESIGN PRINCIPLES
1. Based on customer research
2. Short & memorable
3. Cross-feature
4. Specific
5. Non-conflicting
6. Measurable
What is the current experience like for our customers?
What do they like?
What are their frustrations and pain-points?
What can we learn from our competitors?
Have they been delighted before by similar services/offerings? How? Why?
What are our brand values?
How do we want the experience to be an expression of these?
What are our differentiating assets and capabilities
Detail
3. Co-create a customer experience vision
Future customer stories
Concept prototypes
Ideal customer journeys
Measurable customer statements
Brand X
CUSTOMERS
© 2011 Foolproof Limited
DEFINE
1
UNDERSTAND
2
BENCHMARK
3
IDEATE
4
ENVISION
5BUSINESS
CASE
6PLAN &
ROADMAP
7
UX UX UX UX UX UX UX
A framework for UX strategy planning
The future of brand belongs to gate-keepers of the customer experience
1. Getting a sponsor (or become a sponsor)
Be the leader & win the land grab
1. Getting a sponsor (or become a sponsor)
Thank you.
Do we have any questions, John?
Contact
FoolproofHarella House90-98 Goswell RoadLondonEC1V 7DF
+44 (0)20 733 6700
www.foolproof.co.uk
@timothyloo@foolproof_ux
Tim Loo UX Strategist, Foolproof Ltd
For more information on UX strategy
Visit www.foolproof.co.uk
Follow us @foolproof_ux
This has been a Foolproof webinar © 2011 Foolproof Limited