AMA Customer Experience Workshop: Optimizing the Customer Experience

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Propr ietary & Confiden0al brandgrowthstrategyOptimizingtheCustomerExperienceTutorialworkshoppreparedforandfacilitatedonbehalfof:AmericanMarketingAssociation2014AnnualConference,InspiredMarketingMichaelMillionmmillion@fullsurge.comPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE2YouvegottostartwiththecustomerexperienceandworkbacktowardthetechnologynottheotherwayaroundSteveJobsPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE3Weseeourcustomersasinvitedgueststoaparty,andwearethehostsItsourjobeverydaytomakeeveryimportantaspectofthecustomerexperiencealittlebitbetterJeffBezosPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE4Starbucksspentlessthan$10MMonadvertisingfrom1987to1998yetaddedover2,000newstorestoaccommodategrowingsalesStarbucks'popularityisbasedontheexperiencethatdroveitscustomerstohighlyrecommendtheirstoretofriendsandfamilyHowardShcultzPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE5AtrioofanthropologistsrecentlypublishedanarticlebasedonobservationsatthreeindependentlyownedcoffeeshopsandthreeStarbuckslocationsaroundBoston.TheirintentionwastodeterminehoweffectivelyStarbucksareabletoprovidethesamecommunity-basedsocialenvironmentassociatedwithtraditionalcoffeeshops.HowStarbucksdrivesloyalty-astudyincustomerexperiencePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE6ThebiggestsurprisewasthatStarbucksactuallyprovidedamorewelcomingenvironmentthananyofthethreelocalcoffeehouses.TheycreditedoneStarbuckswithhavingthemostvibrantsenseofcommunity,andobservedthatthebaristasthereknewmanypatronsbynameandcouldanticipatetheirorders.TheanthropologistsalsonotedthattheStarbucksbaristaswerefriendliertonewcustomersthanthebespokehipstersbehindthecounteratthelocalplaces.Sameeverywhere,butwestillmakeyoufeelspecialPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE7 WarmupExercise 15 FoundationalTerms&FocusforToday 15 Inspirations&Examples 15 MethodologyAppliedtoaCase 30 Break-outs&Report-backs 45 ConclusionsAgendaPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE8Whataresomeofexamplesofgreatcustomerexperiences?PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE9Whatmakesthemsogreat?PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE10Wheredoescustomerexperiencesitinyourcompany?Howmuchofapriorityisit?Howisitviewedintheorganization?PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE11Wheredoescustomerexperiencesitinyourcompany?Whosresponsibilityisit?Howisitmanaged?PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE12 WarmupExercise 15 FoundationalTerms&FocusforToday 15 Inspirations&Examples 15 MethodologyAppliedtoaCase 30 Break-outs&Report-backs 45 ConclusionsAgendaPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE13Whatiscustomerexperience?CumulativeImpactDefinitionMultipletouchpointsovertime,whichresultinarealrelationshipfeeling,orlackofit. -WikipediaAsetofexpressions,impressions,andinteractionsbetweenacustomerandcompanythatresultincertainperceptionsofthatcompanythat,inturn,drivesometypeofactioninthenearorlonglong-term -M.MillionPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE14Whatiscustomerexperience?DistinctEconomicOfferDefinitionApersonalandmemorableexperiencethatcreatesadistincteconomicofferdifferentfromthegoodssoldandservicesdeliveredAcompany'sabilitytodeliveranexperiencethatsetsitapartintheeyesofitscustomersservestoincreasetheamountofconsumerspendingwiththecompanyand,optimally,inspireloyaltytoitsbrand-PineandGilmore,ExperienceEconomyPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE15Whatiscustomerexperience?PsychologicalUnderpinningDefinitionAninteractionbetweenanorganizationandacustomerasperceivedthroughthecustomersconsciousandsubconsciousAblendofanorganizationsrationalperformance,thesensesstimulatedandtheemotionsevokedandintuitivelymeasuredagainstcustomerexpectationsacrossallmomentsofcontact Notjustabouttherationalwhatbutalsoabouttheemotionalhow Morethan50%issubconscious,orhowacustomerfeels Factorssuchastheemotional,cultural,social,andphysicalaspectsareoftenover-lookedPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE16DifferentapproachestowardcustomerexperienceLikesegmentation,therightapproachdependsonknowingspecificallywhatthebusinesschallengesareandobjectivesyouseek Financialhowdowesqueezecostsoutofthesystem,getcustomerstopaymore(e.g.airlineschargingforpillows),orexpeditetransactions(pathtopurchase)? Operationalhowdowestreamlineoperationstomakeitmoreefficientfromendtoend(e.g.processreengineering)? Technicalhowdoweenablethesystemtobemoreproductive,manageable,andinterconnected(digitalenablement)?InternallyOriented ExternallyOriented Functionalpathhowdowemakecustomersjourneyseasy,informative,andhelpfulthroughout? Emotionalpathhowdoweaddresscustomerschangingpsychologicaloremotionalneedsastheirdecision-makingevolves(e.g.decisionanxiety,confusion,frustration,boredom)?PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE17AnargumentforaBrandExperienceApproachTheworldisgrowingincreasinglycomplexandfast-pacedWeareinundatedbymoreandmoremarketingmessages(andyet,wedonttrustthemanymorethanweusedto)Technologyimprovementsareenablingmoreandmorecompaniestogetthebasicsright(e.g.convenience,reducedwaittimes)Copyingisbecomingincreasinglyeasysamenessofmoreandmoreproductsandservices/makingdifferentiationevermoredifficultBrandexperienceswilldrivetomorrowssuccessandallowcompaniestostandout(products,services,andevengoodexperiencesarentenoughanymore)Welookforandvaluewhatispersonallymeaningfultous-experienceswehavewithcompaniesseemtomattermorePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE18So,whatisaBrandExperience?Interactionssoimpactfulanduniquelyidentifiabletoaparticularcompany,thattheydefinethebrandincustomersminds,distinguishthecompanyfarandawayfromitscompetitors,andhaveahighinfluenceonfuturebehaviors Nordstrom'ssalesrepresentativesgoingaboveandbeyond Tumislifelongrepairpolicy ApplesGeniusBar Uberspaymentsystem Others????PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE19BenefitsofaBrandExperienceAccordingtostudiesbyMcKinsey,brandexperiencesarethemostpowerfulformofwordofmouthdrivingactivity-accountingfor50to80percentinanygivenproductcategory.Brandexperienceisinherentlysocial,it'sbuiltonideasthatpeoplewanttospendtimewithandthatpeoplewanttoshare.50%to80%ofwordofmouth-drivenbybrandexperiencePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE20BenefitsofaBrandExperience70%ofconsumerstrustbrandrecommendationsfromfriends,butonly10%trustadvertising.UKEnergysupplier,E.ONdevelopedEONOpenHouse,astoreinNottingham,UKthateducateslocalcustomersaboutsmartmeters,whicharebeingfittedforfreeacrossNottingham.Theprojectprovesthepowerofbrandexperiencebydeliveringpositiveadvocacywhentraditionalmethodshadpreviouslyfailedthebrand;NetPromoterScoresof+88%vs.E.ONCustomerscontrolof-17.7%. -TheGuardian70%trustbrandrecommendationsfromfriendsPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE21BenefitsofaBrandExperienceTheKellerFayGroupresearchshowsthatgoodbrandexperiencesarethreetimesmorelikelytosparkconversationsthananad.Furthermore,over50%ofconversationstriggeredbyanin-personexperienceaccountforpassalongandpurchase.>50%Accountforpassalongandpurchase3XMorelikelytosparkconversationsthanadvertisingPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE22IdontwanttobesoldtowhenIwalkintoastore.Thejobistobeabrilliantbrandambassador.Dontsell!No!Becausethatsaturn-off.Buildanamazingbrandexperience,andthenitwilljustnaturallyhappen.AngelaAhrendtPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE23AgreatbrandexperienceisaboutknowingandinterpretingKnowthyself(inside-out) Whoyouare Whereyouregoing WhatyourbrandstandsforKnowthycustomer(outside-in) Whotheyare Whatsmostimportanttothem WhattheirjourneyislikeInterpretInterpret BrandExperience WHATcanwedoforcustomersthatmakestheirjourneybetter HOWcanwedoitinawaythatisuniquelyusPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE24Greatbrandexperienceshavesixthingsincommon1. Brandfirst,transactsecond2. Distinguishescustomertypes3. Focusesonwhatmattersmost4. Makespeoplefeelspecialinsomeway,atsomepoint5. Designsforcontinuityandintent(acrosschannels,platforms,andpathtopurchase)6. Measures,manages,andcontinuouslyimprovesPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE25 WarmupExercise 15 FoundationalTerms&FocusforToday 15 Inspirations&Examples 15 MethodologyAppliedtoaCase 30 Break-outs&Report-backs 45 ConclusionsAgendaPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE26PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE27VIDEOPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE28PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE29PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE30PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE31PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE32PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE33hEps://www.youtube.com/watch?v=Y1nzWY3JFJQPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE34?HowwouldyoucharacterizetheVirginAmericaexperience?PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE35Grabapillow,takeanapTheSwedishmanufacturerofhand-madeluxurybeds,strivestomakeconsumersexperiencetransformative,fromthefirsttimetheylayonthebeduntilthebedarrivesintheirbedroom.Guestsareencouragedtotakeofftheirshoes,picktheirownpersonalpillow,andeventakeaprivatenaponthebedoftheirchoice.ThissimulationcoupledwiththehighestlevelofhospitalitydistinguishesHstensandburnishesthebrandlikenootherformofmarketingcan.WinnerofSwedensprestigiousSignumawardforqualityoflong-termbrandingin2013PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE36ImheretotakecareofyouEachcustomerservicerepresentativeisavailablearoundtheclockandempoweredtoactoncustomerissues.Theyareassignedtocustomers,staywiththemthroughouttheirproblemresolutionprocess,andgettoknowthemasindividuals.Theyoftenprovideapersonaltouch,likeoccasionallysendingflowerstoacustomerortheirpartnertomarkabirthday.Thesegesturesturnafacelessandcoldexperienceintosomethingmorespecial,andgivethebrandarealheartandsoul.PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE37Non-stopcoffeeThroughremotediagnosticseachNespressomachineistechnologicallyenabledtofeedup-to-the-minuteinformationofitsstatusincludingrateofconsumption,watertemperature,pressure,extraction,etc.,solocalNespressoserviceofficesgetwarningtoproactivelyaddressissuesvs.waitingforaservicecall.ThispreventativemaintenancehassignificantlyincreasedtheuptimeofitsmachinesandallowsNespressotomorecontinuouslybrewgreatcoffeefordiscriminatingguests.PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE38 WarmupExercise 15 FoundationalTerms&FocusforToday 15 Inspirations&Examples 15 MethodologyAppliedtoaCase 30 Break-outs&Report-backs 45 ConclusionsAgendaPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE39RoadmaptobuildabrandexperienceDIAGNOSE(customer,journey,brand) Knowthycustomer,theirjourney,andtheircontexts Knowthycustomerpainpoints/improvementopportunitiesthroughoutthejourney Knowthybrand,whatmakesitspecial,andwhattypeofexperiencesitshouldprovideCREATE&BUILD(messyinnovation,front-enddesign,engineering) Interpretwhatyouknowaboutthetargetcustomerandyourbrand Envisiontheimpressionandinteraction/look,feel,etc. BuildouthowthingsfittogethertoturnthevisionintoarealitySTRATEGIZE(business,brand,prioritization,plan) Clarifybusinessobjectivesandgrowthstrategy Determinebrandintent/roleofbrandindrivingbusinessobjectives Pinpointinteractionsthatmattermost(what,when,andwhereyoushouldspendeffortson) DetermineyourCEprinciplesEXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE40Decimatedbythefinancialcrisis,amiraclewasneededIn2005,theUSpowerboatingindustrywas307Kunits.by2011itwas139Kunitsadeclineof55%24-36SportCruisers(SeaRayscore)wasdownevenmorethehardesthitThe50-70yachtclass($3Mboats-customhomesthatfloat)representedthebestopportunityforSeaRaytobegingrowingagain,asitwasexpectedtorecoverthefastest,but.SeaRayhadverylittlepresenceorproductinthecategory,and..PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE41Opportunityinthesmallyachtclass,butsomuchwasunknown.theorganizationknewverylittleaboutthemarketfromaconsumerperspective: Whoweretheconsumersfortheseproducts? HowdidtheyperceiveSeaRay? Whatkindofexperiencedidtheyexpectandwerentreceivingfromstrongcompetitors?PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE42ApproachDIAGNOSE(consumer,journey,brand)STRATEGIZE(business,brand,prioritization,plan)CREATE&BUILD(messyinnovation,front-enddesign,engineering)EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE43In-depthresearchwithtargetconsumersaroundtheworld Industryreports Boatinglifesocialmedia Competitorwebsites Executiveinterviews Productdevelopmentplans EthnographicinterviewsattheworldslargestMarinas Dealer/brokerinterviewsPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE44KnowthycustomerObservations Traits WhattheyValue ExpectationsBuyersaresurprisinglygroundedWealthypeopleWhoalsoWorkhardInitforthelonghaulSharp,quickstudieswhounderstandcustomerservice.Thosewhokeepthemfromwastingtheirtimewillearncredit.ResponsiveBuyersarerestlessanddrivenSelf-madeWhoalsoRespecttheirrootsWhathasbeenearnedTheyrenotfamousandtheyrenotblue-bloods.Theyresearchingforsuperiorthingshavetruemerit.RealCruisersareemotionalamplifiersStretchedthinWhoalsoCraverelationshipsTheirtime,aboveallelseBoatinggivesthemameaningfulwaytoconnectwithwhotheyare,withthosetheylove,andwiththenaturalworld.ConnectedEverybuyerisuniqueinpersonalityandexpectationsCharactersWhoalsoAppreciatedetailsCultivatingrapportthroughgraciousnessTreatingthemwithsamethoughtfulnessandattentiontodetailthattheystrivetoupholdmatterstothemagreatdeal.PersonalGenuinelyrootingforSeaRayNostalgicWhoalsohaveDiscriminatingtastesFamiliarthingsreinventedEvolutionaryPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE45KnowthycustomerjourneyServiceArea PainPrep&Strike Peoplejustwanttogetoutonthewaterpreptaskstakeupvaluabletimeforownersandtheirguests EventhesmallestissuediscoveredduringprepcansparkfrustrationwhenpeoplearewaitingtoleavethedockMaintenance OwnershavelittlefaithinthequalityofmaintenanceandsuspectcornersarecutRepair Therepairprocessfeelsopaqueandlacksresponsiveness OwnersdontknowwhotheyaresupposedtocallwhencertainboatpartsfailEnhancement Pricingforapost-productionchangeisoftenanegotiationthatfeelslikebeingnickelanddimed Thereisverylittlesupportfromthemanufacturer,mostoftheloadisontheownerHospitality Takingaboatoutisntaspontaneousadventureitrequiressignificantplanningtoaccountforthingsoutofaboaterscontrol(e.g.,weather) Peoplewanttoenjoythemselvesontheboatwithfood,drinks,andvariousotherprovisions,butitrequiresalotoftimeCrewing Theresponsibilityofoperatingaboatisntsomethingpeoplewanttotakeonallthetimetherearemanywaystoenjoyaboat,andsomeownersfeellockedintoonePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE46KnowthybrandPARENTAGEWhoisbehindthebusinessPURCHASERWhobuysitPURPOSEWhatitsdesignedforPROCESSCustomvs.ProductionPLACEWhereitsbuiltdrawsheavilyfromparentLMVHtogivethebrandaluxehotelfeellong-standingassociationwith007solidifiespositioninthemarket-BritishqualitywithpolarizingattitudetheromanticsideofoldItalythemodern,flashy,sexysideofItalydrawsheavilyuponitsrootsinfishing/knownfortank-likeconstructionandsportscar-likemuscleOpportunityforSeaRayPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE47RoadmaptowardbrandexperienceDIAGNOSE(customer,journey,brand)STRATEGIZE(business,brand,prioritization,plan)CREATE&BUILD(messyinnovation,front-enddesign,engineering)EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE48KnowthybrandintentPurpose Tore-energizethebusinessbyestablishingastrongfootholdintheluxuryyachtclass Drive$Xinrevenuesat%Ymarginsoverthenextthreeyears EngageconsumerswhohistoricallywouldnthaveconsideredSeaRayforapurchaseintheclasslevelPositioning Forthosewhohaveearneditalongthewayandareneversatisfied SeaRayL-Classprovidesboththestyleandsubstancetheyseekina5070yachtclass Bybeingresponsive,real,connected,personal,andauthenticallySeaRayPersona ARCHETYPE:TheWarriorKing Relentlessprogress Confidentoutlook Passionateaboutcraft Connectedtowhatsimportant Bringitonattitude RespectfulandrespectedPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE49KnowthybrandintentGrit&GraceHerestothosewhostartedsmall.Totheoneswhomadeittothetopwithoutputtingpeoplebelowthem.Theoneswhoclimbedthecorporateladder,orjustbuilttheirown.Herestothebestofus,whoneverthinkthemselvesbetterthananyone.Tooneswhoputclassintheworkingclass.Theoneswhostartedsmall.Buthavegonebig.Thisistheyachtforpeoplewhollsimplycallitaboat.EssencePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE50DetermineyourCustomerExperienceprinciplesServiceArea PromisePrep&Strike EasyArriveatthedock,getinyourboatandgo.Whenyourefinished,throwyourkeystothevalet,andtheywilltakecareoftherest.Itsthatsimple.Maintenance DependableOwnerscantrusttheirmaintenancecrewtokeeptheboatsafe,pristineandreadyforuse.Repair ResponsiveOwnersexperiencenohesitationaroundhowtogetsomethingfixed.Repairsareasfastaspossible,verytransparent,andresolveeveryissueentirely.Enhancement AdaptableDirectmanufacturersupporttomakesureownersareconfidentintheirabilitytomakechangeswithoutnegativelyimpactingthequalityoftheboat.Hospitality InformativeTheboatisntjustreadyforoperation,itsreadyforenjoymentandcomfort.Ownersstepontotheboatunderstandingthemostpertinentinformationabouttheirtripbeforetheyleaveandknowtheressomeonetheycantrust.Crewing LiberatingOwners,particularlyoperators,caneasilyhireatrustworthycaptain,firstmateoranyothersupportpersontofillinwhenoperationfeelslikeaburden.PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE51DetermineyouroverarchingBrandExperienceprincipleFrom ToSCALED PERSONALIZEDThisguidedtheentirecustomerexperienceincludingawareness,website,events,manufacturingplant,customercare&service,delivery,personaltouches,ongoingmanagementPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE52ExamplesofhowscaledtopersonalizedwillplayoutAWARENESS Specialinteractionsvs.abroadcampaign/letthenewboatbediscoveredbytargetsvs.blastedtothemassesWEBSITE ConciergeservicethatputprospectsdirectlyintouchwithaSeaRayrepresentativestodoaproperjobofintroducingthenewyachtandinvitingusersintoadealerwherebothwouldmeetwiththemEVENTS Intimate,luxury-filledsettingsof~100attendeesatuniquelocationsalongthecoast.DELIVERY SeaRaycaptaintocomewithboat/walkingcustomersthroughvesselindetail,dealertrainingPLANT Turningitintoadesign/experiencecenterwhereprospectscantourthesite/hands-onselectionofmaterials(vs.pickingoutofacataloguegettingthefeelofthematerial)BUILDINGPROCESSVIPparties,emailedpicturesofprogress,extendingintoaboundbook,constructionmanagerattentionPERSONALTOUCHES Anniversaryofpurchasecelebration Scaledmodels StockingrefrigeratorPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE53RoadmaptowardbrandexperienceDIAGNOSE(customer,journey,brand)STRATEGIZE(business,brand,prioritization,plan)CREATE&BUILD(messyinnovation,front-enddesign,engineering)EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE54TheCoastalTourEventsthatletboatersexperiencetheseboatsinapersonal,familiarsettingtopaintapictureofthebrandandhowitwillfitinwiththeirlives.Avarietyofcasualcocktailpartiesonthebackofaboattolargergatheringsatyachtclubsandposhprivateresidence.HostedinawaythathighlightseachregionthroughfoodandculturebutoffersahintofsignatureSeaRaystyle(MainelobsterinMontauk,stonecrabinMiami).Sothebystocoordinatepartiesatmulti-milliondollarhomesonethecoast;otherpartnersincludedAstonMartin,andMerrillLynchtomakeeventsaboutluxury,notonlySeaRayPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE55ToursoftheDesignCenter(annexofthemanufacturingplant)ReceptionGrabadrinkandgettoknoweachotherCurrentModels/OptionsGalleryAseasonalandcustomizedapproachforeachcustomervisitandmodeltheyareinterestedinTheLabGivecustomersaninsidelookatcustomizationpossibilitiesornewideasthatthedesignteamisexperimentingTestDriveGivethemanin-personathowitallcomestogetherPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE56TheDesignCenterGettingThereMaketheentireexperiencesurroundingthefactorytourasseamlessandenjoyableaspossible,whilemaintainingourversionofluxury.Itshouldfeelmorelikeacourtshipandlesslikeatraditionalsalesexperience.Arrangeforallthetraveltoandfromthefacility.Treatthemtothekindsofprivilegestheyareusedtoreceivinginwhentheymakeotherpurchasesatthisscale.Entertainthembeyondthefacility.TherelationshipsbuiltwillcreatemeaningfulconnectionsthatSeaRayneedswiththisgroup.PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE57Pop-upShowroomCreatingaportableshowroomisanefficientwaytobringthebestofSeaRay(andthisnewsub-brand)ontheroadinanimpactfulandimmersiveway.Mobilepop-upcontainercanbequicklysetupatmarinas,dealereventsoranywhereelseSRhasopportunitytoconnect.Coffee,wifiandiPadsavailabletoviewand/ordownloadSRapp.BuildabrandgallerythatechoestheplatformofDeterminedSpirit:product,lifestyle,innovation,etc.PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE58BoatShowsApproachboatshowsfromamoreconceptualstandpoint.Certainlytheboatsthemselvesareonstage,butwearesellingtheSeaRaylifestyletoo.Thisisnotjustanopportunitytoshowahugeinventoryofboatsandshortperiodoftime.ThisisatimetotellthestoryofSeaRaysfuture.ConsiderageniusbarapproachwherecustomersinteractwithSeaRayexpertsinacontrolledenvironmentandexploretheboatoftheirdreams.Generalrulesofauthentichospitalitygoalongwayatcrowdedplaceslikethis.Considerunexpecteddrinksandrefreshments.PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE59DigitalLeveragedigitalasmuchaspossibleduringthistime.Putoffpublishingprintmaterialuntilthefullfleetislaunchedin2014.Leveragedigitalnowinordertogetoutaheadandspreadyourmessagefartherfaster.1. Adreamappbuiltforbragging2. AnownersappbuiltforusePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE60YachtDeliveryASeaRayexpert/captainshouldmeettheownerattheirslipanddelivertheboat,completewithstockedfridgeandsnacks.Everyboatshouldbedeliveredwithatabletfeaturinganinteractiveownersmanual.Thecaptainshouldstaywiththeownerandtakethemforanexpansivetestdrivemakingsurethattheyarecomfortablewitheveryaspectoftheirnewyachtatthehelm,belowdeckandintheengineroom.PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE61RoadmaptowardbrandexperienceDIAGNOSE(customer,journey,brand)STRATEGIZE(business,brand,prioritization,plan)CREATE&BUILD(messyinnovation,front-enddesign,engineering)EXECUTE&OPERATIONALIZE(systematize/routinize,manage,monitor)PROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE62Execute&OperationalizeCUSTOMERCARE Bestinclasswarranties,prioritizationofissuesrisetothetopoffirsthandled SeaRayindividualassignedtoresolvingissue/seeingitthrough-accountabilityONGOINGMANAGEMENT Dealercertification ElaboratecustomersurveysPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE63Results,sofar Launchatthe2014FortLauderdaleInternationalBoatShow(FLIB)wasextremelysuccessful Saleshaveexceededgoalsby+25%todate Businessissoldoutuntilnextyear InterestgeneratedfornextnewmodelscarryingtheL-ClassbrandandexperiencePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE64Agenda WarmupExercise 15 FoundationalTerms&FocusforToday 15 Inspirations&Examples 15 MethodologyAppliedtoaCase 30 Break-outs&Report-backs 45 ConclusionsPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE65Break-outExercise(30minutestodiscuss/15minutestoreport)1. Pickoneofyoursessionmatescompany2. Flipchartwhatthecompanysbrandstandsfor/whatmakesitspecial3. Flipchartaprofileofthecompanystargetcustomer4. Flipcharttheprimaryphasesinthecustomerjourney5. Select12touchpointsthatprovidegoodopportunitiestoimprovetheexperiencesandinjectthebrand6. BrainstormideasformakingthetouchpointabrandexperiencePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE66Agenda WarmupExercise 15 FoundationalTerms&FocusforToday 10 Inspirations&Examples 15 MethodologyAppliedtoaCase 30 Break-outs&Report-backs 45 ConclusionsPROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE67Threethingstorememberfromtodayssession123BrandexperienceswillbecomeincreasinglyimportantindrivingbusinessoutcomesYoumustknowyourcustomersfromtheoutsidein,knowyourselffromtheinsideout,andinterpretbothtobuildaneffectivebrandexperienceEstablishingyourcustomerexperienceprinciplesthatstemfromabrand-drivenbusinessstrategyiskeyinguidingdevelopmentsandoperationalchangePROPRIETARYANDCONFIDENTIALSUBSECTIONTITLE68ClicktoeditMastertitlestyle1603OrringtonEvanstonIL60201MMillion@fullsurge.comfullsurge.comThankyou