How nudging can improve your customer experience
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Transcript of How nudging can improve your customer experience
+43%
-34%
Leaders
Laggards
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
AGENDA.
• UX vs. CX
• Sammenspil mellem digitale og analoge kanaler
• Brugeridentifikation og kundedata
• Personalisering
• Husk dine egne medarbejdere
Brugeren skal genkende brandet
Typisk digital tilstedeværelse
Men – skal brugeren føle sig genkendt?
Website
Subsites
Twitter Blog
Customer service
A customer is 4 times more likely to defect to a competitor
if the problem is service-related rather than price- or
product-related. – Bain & Company
GOOD CUSTOMER EXPERIENCE LEADS TO…
• Additional sales
• Customer to customer recommendations
• Less churn
Source: Kerry Bodine, Forrester: From user experience to customer experience
3 in 4 online shoppers prefer retailers that use personal informa6on to improve the
shopping experience. - Accenture
Discover
Evaluate
Buy
Access
Use
Get Support
Marketers
Retail/ Ecommerce
?
Customer support
Product developement/ Service design
4 RÅD.
• Map og analyser dine kanaler
• Lær dine kunder at kende
• Skab personaliserede oplevelser og pleasure of choice
• Læg en CX strategi og prioriter dine medarbejdere
People will forget what you said People will forget what you did But people will never forget how you made them feel.
Maya Angelou
Et nudge er et forsøg på at påvirke menneskers valg og
adfærd i en forudsigelig retning og i overensstemmelse med
deres reflekterede præferencer uden at begrænse deres
valgmuligheder eller ændre afgørende
ved handlingsalternativernes omkostninger, hvor
omkostninger forstås som økonomi, tid, besvær, sociale
sanktioner, o.lign."
Source: Pelle Guldborg Hansen
Et nudge er et forsøg på at påvirke menneskers valg og
adfærd i en forudsigelig retning og i overensstemmelse med
deres reflekterede præferencer uden at begrænse deres
valgmuligheder eller ændre afgørende
ved handlingsalternativernes omkostninger, hvor
omkostninger forstås som økonomi, tid, besvær, sociale
sanktioner, o.lign."
Source: Peter Kræmmer
97% Fejlkatagoriseret
28% Embarrasing
It’s embarrasing
80% Personlig henvendelse
Source: RadioLab, The Trust Engineers
CUSTOMER EXPERIENCE.
Hvordan kunderne opfatter deres interaktioner
med din virksomhed.
Source: Kerry Bodine, Forresters: From user experience to customer experience
TILFREDSE KUNDER ER LOYALE KUNDER. 3.000 australske kunder vurderede 34 af Australiens største brands.
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
13 PARAMETRE.
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
11 UD AF 13 PARAMETRE ER EMOTIONELLE.
31% 47%
Ved ikke Utilfredse
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
CUSTOMER EXPERIENCE.
22%
Tilfredse
Utilfredse
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
CUSTOMER LOYALTY.
Tilfredse
73% 17%
MONEY MONEY MONEY. 10 customer experience LEADERS 10 customer experience LAGGARDS
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
MONEY MONEY MONEY.
Leaders
+43%
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
MONEY MONEY MONEY.
+43%
-34%
Leaders
Laggards
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
USER EXPERIENCE DESIGN
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
USER EXPERIENCE DESIGN
Remove frictionUSABILITY DESIGN
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
USER EXPERIENCE DESIGN
Remove frictionUSABILITY DESIGN
Increasing motivationPSYCHOLOGY
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
SelvrealiseringKreativitet, Udfordring, drømme
SelvværdAnsvar, selvrespekt, påskønnelse, status
Sociale behovKærlighed, tilhørsforhold, social accept
TryghedStabil indtægt, job, familie
Fysiske behovMad, søvn, husly, varme
Source: Maslows behovspyramide
MeningsfyldtPersonligt og betydningsfuldt
BehageligtBrugervenligt og effektivt
BrugbartForhindringfrit og anvendeligt
PålideligtTilgængeligt og præcist
FunktioneltMuligt at gennemføre en handling
Source: Pentia
OPSUMMERING.
• Nudging skaber en vedkommende user experience.
• En god user experience skaber loyalitet
• Loyalitet styrker brand position