The Customer Experience conference just started a few minutes ago. The conference centers – as the title says – on how to create great customer experiences on the web.
Colin Shaw, founder of Beyond Philosophy, author of Building Great Customer Experiences, The DNA of Customer Experience, and Revolutionize your Customer Experience is at stage, speaking.
Small – and what would otherwise have been thought of as insignificant – things matters, these days, says Shaw. We just bought a DVD-player, not because we really needed it, but because… the DVD was a good, and cheap, bargain! (He allready had a DVD, but no extra TVset – so he needed to buy one to be able to use the DVDplayer at all!).
To create great customer experience, you need to adress customers who react like this. Think outside in – not inside out.
To do this you have to work with stuff like “Hierarchy of Emotional Value”, says Shaw.
Now he hands out four different coloured pieces of paper and asks us to vote on how we will be feeling during different phases in a “customer journey”. Going from negative emotions upwards to Attention, Recommondation and finally Advocacy.
(I don’t know if this is really new to me, but it’s quite fun!)
I’m here, liveblogging this piece, being a collaborative partner of the conference. At Moltkes Palæ, downtown Copenhagen.
Update: I’m starting to get it now. This is about finding out, what you experience when you enter a shop, how you feel treated as a customer. And while it’s not theoretical groundbreaking, it’s a real good exercise: put yourself in the shoes of your customers on a very basic level and pay attention to it.
Update 2: You can find Shaws presentation – and the videos he showed – on his website.
The direct link to the presentation you find here