http://www.brandchannel.com/images/papers/489_Get_It_Together

"Y !NSON ,EE +!2/ '2/50

Get It Together A model for collaboration when analyzing the customer experience

+EYWORDS #USTOMER EXPERIENCE BRAND $UBBERLY MODEL SERVICE

ORGANIZATIONAL COLLABORATION 4HREADLESS 3TARBUCKS

!BSTRACT 4HE CUSTOMER EXPERIENCE HAS A MULTIFACETED NATURE THAT MAKES IT DIF»CULT TO PREDICT HOW ISOLATED CHANGES TO THE EXPERIENCE WILL AFFECT THE OVERALL EXPERIENCE AND THUS THE BRAND AS A WHOLE !NSON ,EE ILLUSTRATES THAT THE $UBBERLY -ODEL OF "RAND CAN BE USED TO BETTER UNDERSTAND THE INTERRELATION OF CUSTOMER TOUCH POINTS AND ADVOCATES INTERNAL CROSS DISCIPLINE COLLABORATION AS AN EFFECTIVE METHOD OF DEVELOPING A HOLISTIC CUSTOMER FOCUSED STRATEGY

!UTHOR !NSON ,EE $IRECTOR #USTOMER %XPERIENCE 3TRATEGY

!NSON HAS MORE THAN YEARS EXPERIENCE IN BRANDING AND STRATEGIC MANAGEMENT 7ITH AN EDUCATION IN COMPUTER SCIENCE COMMUNICATIONS AND »NE ARTS !NSON APPLIES A UNIQUE COMBINATION OF TECHNOLOGY BUSINESS STRATEGY AND VISUAL DESIGN TO THE STRATEGIC DEVELOPMENT AND EXECUTION OF CREATIVE CONCEPTS !NSON HAS BECOME A LEADING AUTHORITY ON CUSTOMER EXPERIENCE STRATEGY AND SERVICE DESIGN

HAVING WORKED ON NUMEROUS HIGH PRO»LE PROJECTS IN #ANADA AND .ORTH !MERICA

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)NTRODUCTION 7ORKING IN THE »ELD OF ¯CUSTOMER EXPERIENCE ° YOU ARE CONSTANTLY OBSERVING HOW THINGS HAPPEN HOW THAT EXPERIENCE IS A SERIES OF DISCRETE EVENTS 4HESE EVENTS CAN BE AS EXPLICIT AS TYPING IN YOUR 0). TO COMPLETE A TRANSACTION OR AS IMPLICIT AS A CASHIER²S INSTINCTIVE GLANCE AWAY TO AFFORD YOU PRIVACY AS YOU ENTER THOSE NUMBERS %VENTS CAN BE SEQUENTIAL

OVERLAID INTEGRATED OR DEPENDENT ON ONE ANOTHER !ND AS A STUDENT OF CUSTOMER EXPERIENCES YOU ARE ALWAYS RE¼ECTING ON WHETHER THE CUSTOMERS² NEEDS STATED AND UNSTATED ARE BEING MET AT EACH TOUCH POINT NEVER MIND BY THE PRODUCTS AND SERVICES THEY²RE ULTIMATELY IN PURSUIT OF 4HESE EVENTS TYPICALLY HAPPEN OVER TIME IN MANY FORMS AND IN DIFFERENT PHYSICAL AND ONLINE VENUES 3O IN ORDER TO FULLY EXAMINE THE CUSTOMER EXPERIENCE YOU MUST PULL TOGETHER THAT ENTIRE CHAIN OF EVENTS #ONSIDER ALL THE POSSIBLE TOUCH POINTS INVOLVED IN A HOTEL RESERVATION AND STAY )T MAY START WITH A PERSON SEARCHING FOR ACCOMMODATIONS ON THE WEB REVIEWING A HOTEL²S WEBSITE CONSULTING HER 4WITTER FOLLOWERS READING TRAVELLERS² REVIEWS AND COMPARING WITH OTHER PROPERTIES ALL BEFORE THE RESERVATION IS MADE 5PON CHECK IN MANY FACETS MUST DELIVER ON HER EXPECTATIONS ® FROM THE STAFF TO THE SIGNAGE FROM ROOM SERVICE TO )NTERNET ACCESS AND OTHER AMENITIES (OW DO YOU ILLUSTRATE SUCH A COMPLEX FAR REACHING SYSTEM WHEN IT COMES TO DOING A HIGH LEVEL ANALYSIS OF YOUR CUSTOMERS² EXPERIENCE WITH YOUR BRAND 7HERE DO YOU START )N OUR PRACTICE CLIENTS OFTEN COME WITH BIASES USUALLY ROOTED IN THE AREA THEY ARE MOST COMFORTABLE OR FAMILIAR WITH 4AKE FOR EXAMPLE AN ONLINE MARKETING TEAM )T MIGHT BE KEEN TO REDESIGN A WEBSITE AND IMMEDIATELY WANT TO DELVE INTO THE DETAILS OF FUNCTIONAL REQUIREMENTS TECHNOLOGY PLATFORMS PERSONAS USE CASE SCENARIOS AND WEB ANALYTICS ALL OF WHICH ARE APPROPRIATE ISSUES TO EXPLORE (OWEVER BROADER DESIGN THINKING TAKES A MORE HOLISTIC CUSTOMER CENTRED VIEW )N CONVERGING

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ON ONE FACET OF CUSTOMER EXPERIENCE A COMPANY RISKS OVERLOOKING OTHER ® PERHAPS MORE PRESSING ® OPPORTUNITIES &OR INSTANCE WHAT EVENTS PRECEDE AND FOLLOW A CUSTOMER²S USE OF THE WEBSITE (OW DO THEY ARRIVE AT IT 7HAT EXPECTATIONS DOES IT SET UP (OW DOES THE SITE INITIATE THE NEXT SERIES OF EVENTS

“In order to orchestrate a seamless customer experience, large, diverse teams of people with different areas of expertise must be involved…”

-UCH CAN BE LEARNED FROM THIS BROADER CONTEXT AND ® JUST AS IMPORTANTLY ® FROM THOSE INVOLVED IN CREATING THAT CONTEXT )N ORDER TO ORCHESTRATE A SEAMLESS CUSTOMER EXPERIENCE LARGE DIVERSE TEAMS OF PEOPLE WITH DIFFERENT AREAS OF EXPERTISE MUST BE INVOLVED IN THE PLANNING DESIGN AND EXECUTION OF THE VARIOUS FACETS OF AN EXPERIENCE )N THIS PAPER ) APPLY (UGH $UBBERLY²S ¯!

-ODEL OF "RAND° TO 3TARBUCKS AND 4HREADLESS

DEMONSTRATING HOW ITS CROSS FUNCTIONAL MULTI FOCAL APPROACH TO EVALUATING CUSTOMER EXPERIENCE FACILITATES A COMPREHENSIVE VIEW OF BRAND AND IN THE PROCESS CAN LEAD TO GREATER COLLABORATION ACROSS AN ORGANIZATION

! -ODEL OF "RAND #ONSIDERING THE MANY DIMENSIONS OF CUSTOMER EXPERIENCE IT²S LOGICAL THAT A MULTIDISCIPLINARY APPROACH DRAWING ON THE KNOWLEDGE AND VIEWS OF SPECIALISTS ACROSS THE COMPANY CAN PROVIDE A FULL BODIED SOLUTION !ND WHILE BRINGING PEOPLE OF DISPARATE BACKGROUNDS TOGETHER CAN HAVE ITS CHALLENGES IN OUR EXPERIENCE SUCH TEAMS CAN EFFECTIVELY ® AND INNOVATIVELY ® FRAME AND SOLVE A PROBLEM 4HEY ACHIEVE THIS BY USING A COMMON CLEAR LANGUAGE THAT CONTEXTUALIZES THEIR PERSPECTIVES AND STRATEGIES AND PROVIDES A PLATFORM FOR COLLABORATION AND COMMUNICATION

4O THAT END WHEN WE WORK WITH OUR CREATIVE TEAM BRAND MANAGERS AND # LEVEL EXECUTIVES TO DEVELOP A HIGH LEVEL HOLISTIC VIEW OF THEIR CUSTOMERS² EXPERIENCES (UGH $UBBERLY²S -ODEL OF "RAND IS AN EXCELLENT FOUNDATION ON WHICH TO BUILD THOSE DISCUSSIONS )N A HIGHLY VISUAL MANNER

THIS IN¼UENTIAL MODEL CAPTURES THE FULL SPECTRUM OF EXPERIENCES CONNECTING THE TANGIBLE AND INTANGIBLE AND ARTICULATING THE RELATIONSHIPS BETWEEN THE DRIVING FACTORS $UBBERLY²S MODEL IS A CONCEPT MAP ® DESCRIPTIVE MODEL INTERRELATIONSHIP DIAGRAPH AND TAXONOMY TREE COMBINED ® ILLUSTRATING THE DEPTH BREADTH

TANGIBILITY AND INTANGIBILITY OF A CUSTOMER EXPERIENCE 4HE MODEL IS BASED ON FOUR PRINCIPLES ¯BRAND IS MORE THAN A NAME OR SYMBOL ° THE ESSENCE OF A BRAND IS DEPENDENT ON CUSTOMER EXPERIENCE A BRAND IS BOTH ITS NAME OR SYMBOL AND HOW IT IS PERCEIVED AND THOSE PERCEPTIONS CAN BE MEASURED "ASED ON THESE PRINCIPLES $UBBERLY²S MODEL CAN BE USED TO CLASSIFY A BRAND²S MANY EXPRESSIONS

FROM THE LOGO AND SPOKESPERSON TO THE LOCATION AND AMBIENT ENVIRONMENT )TS COMPREHENSIVENESS MAKES IT A HELPFUL TOOL FOR AUDITING OR CREATING AN INVENTORY OF THE BRAND TOUCH POINTS INVOLVED IN RENDERING A CUSTOMER EXPERIENCE 4HE MODEL ALSO BRIDGES THE INTERESTS OF VARIOUS STAKEHOLDERS AND BUSINESS UNITS ENGENDERING AN INTEGRATED APPROACH TO BRANDING AND MINIMIZING SILOED ORGANIZATIONAL VIEWS

“Dubberly’s model is a concept map – descriptive model, interrelationship diagraph and taxonomy tree combined – illustrating the depth, breadth, tangibility and intangibility of a customer experience.”

INTERVIEWS HE²S DISCOVERED THAT MOST OF THEM SHARE THE ABILITY TO CONSIDER SEEMINGLY OPPOSING IDEAS AND INCORPORATE ELEMENTS FROM ALL TO RESOLVE THE VARIABLES WITH A FAR GREATER SOLUTION THAN IF THEY HAD GONE WITH ONE OF THE ORIGINAL IDEAS ® AN ABILITY HE CALLS INTEGRATIVE THINKING ,IKE THE -ODEL OF "RAND INTEGRATIVE THINKING EMBRACES THE COMPLEXITY OF SYSTEMS AND THE IDEAS THAT GROW OUT OF THAT !S SUCH THERE ARE SIMILARITIES BETWEEN -ARTIN²S STAGES OF INTEGRATIVE THINKING AND THE STEPS WE WALK OUR CLIENTS THROUGH AS WE EXPLORE CUSTOMER EXPERIENCE USING $UBBERLY²S MODEL

)NTEGRATIVE THINKING

&OR EXAMPLE $UBBERLY UNPACKS A BRAND²S SYMBOLIC REPRESENTATION TO REVEAL THE ASSOCIATED GRAPHIC TRADE DRESS SPOKESPEOPLE WORDS AND SOUNDS )N OTHER WORDS THE SALIENT FACTORS 4HE MODEL THEN ANALYZES CAUSALITY AMONG ALL FACTORS ENCOURAGING US TO QUESTION HOW ISSUES REGARDING ONE AREA OF CUSTOMER EXPERIENCE MAY BE DRIVERS OF OUTCOMES IN ANOTHER &OR EXAMPLE

HOW DO EXTERNAL SYSTEMS SUCH AS A REGION²S CULTURAL FABRIC IN¼UENCE PEOPLE²S PERCEPTION OF THE BRAND /R HOW DOES A STORE²S ENVIRONMENT AFFECT EMPLOYEE RETENTION AND CUSTOMER LOYALTY

2OGER -ARTIN²S NOTION OF INTEGRATIVE THINKING

EXPLORED IN 4HE /PPOSABLE -IND (OW 3UCCESSFUL ,EADERS 7IN 4HROUGH )NTEGRATIVE 4HINKING

EMPHASIZES THE VALUE OF BEING OPEN TO COMPLEX SYSTEMS AND RELATIONSHIPS AND PROVIDES A METHOD OF WORKING WITH THE -ODEL OF "RAND )N HIS YEARS AS A MANAGEMENT CONSULTANT -ARTIN HAS INTERVIEWED MANY BUSINESS LEADERS &ROM THOSE

/NCE THESE RELATIONSHIPS ARE ARTICULATED ALL THEIR MOVING PARTS AND THEIR INTERRELATIONSHIPS CAN BE MAPPED ACCORDING TO THE MODEL &ROM THIS PHYSICAL REPRESENTATION A TEAM CAN EASILY SEE

AND EXPLORE THOSE TENSIONS AND CONNECTIONS TO REACH A CONCLUSION THAT ADDRESSES THE MULTIFARIOUS NATURE OF A BRAND

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$EFINE THE RELEVANT FEATURES OF THE PROBLEM

$EFINE THE FACETS OF CUSTOMER EXPERIENCE

#!53!,)49

$ETERMINE HOW THESE FEATURES INTERACT WITH ONE ANOTHER

$ETERMINE HOW ONE EXPERIENCE INFLUENCES ANOTHER OR THE BROADER BRAND PERCEPTION

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6ISUALIZE THE ENTIRE SYSTEM

KEEPING ALL PARTS IN VIEW

)LLUSTRATE THE RELATIONSHIP AND STRUCTURE OF CUSTOMER EXPERIENCE ELEMENTS

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2ESOLVE TENSIONS IN THE SYSTEM TO REACH A CREATIVE SOLUTION

5SE THIS ILLUSTRATION OF THE BRAND EXPERIENCE TO INSPIRE COLLABORATION AND REVEAL INSIGHTS

"OTH INTEGRATIVE THINKING AND THE -ODEL OF "RAND CAN GET MESSY 4HEY GO AGAINST THE GRAIN OF HUMAN NATURE 0EOPLE PREFER SIMPLICITY AND CERTAINTY

TENDING TO AVOID THE COMPLICATED AND AMBIGUOUS IN FAVOUR OF EITHER OR SOLUTIONS (OWEVER WHEN WE USE $UBBERLY²S MODEL WITH OUR CLIENTS THEY ENGAGE EASILY ® WE OFTEN HEAR ¯4HIS IS THE »RST TIME WE²VE SEEN ALL THESE ELEMENTS ON ONE PAGE ° ® AND ARE USUALLY IMMEDIATELY ABLE TO IDENTIFY AREAS OF CONCERN OR ELABORATE FACETS OF THE EXPERIENCE THAT EXEMPLIFY THEIR BRAND "OTH -ARTIN AND $UBBERLY ENCOURAGE US TO STOP THINKING IN SILOS )N OUR EXPERIENCE WE²VE FOUND THAT IF A COMPANY CAN DO THAT IT WILL ARRIVE AT A SOLUTION THAT²S SUPERIOR TO ANY OF THE INDIVIDUAL OPTIONS )N THE PROCESS IT WILL HAVE ENGAGED MANY OF ITS TEAMS ENCOURAGING DISCUSSION COLLABORATION AND CREATIVE PROBLEM SOLVING

!PPLYING THE MODEL 3TARBUCKS AND 4HREADLESS PRESENT TWO INTERESTING EXAMPLES OF HOW THE -ODEL OF "RAND WORKS 4HE UBIQUITOUS COFFEE COMPANY IS HARD TO MISS ,OCATIONS ON VIRTUALLY EVERY CORNER %VERY OTHER PERSON HOLDING ITS ICONIC CUP /N THE OTHER HAND

4HREADLESS HAS ONLY ONE PHYSICAL LOCATION AND

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ITS PRODUCTS SPORT ITS LOGO WHERE NOBODY BUT THE WEARER CAN SEE IT "UT AS THE LARGEST COMMUNITY DRIVEN ONLINE 4 SHIRT STORE ITS SIGNI»CANCE IS UNMISTAKABLE %VEN EXAMINING ONLY A FEW OF THE MODEL²S CONCEPTS AS ) DO HERE YOU SEE HOW $UBBERLY²S MODEL ILLUMINATES THE DRIVERS OF AND DIFFERENCES BETWEEN EACH BRAND²S CUSTOMER EXPERIENCE 7HEN IT COMES TO SYMBOLS IT²S TOUGH TO BEAT 3TARBUCKS )TS ICONIC LOGO IS VERY WELL INTEGRATED INTO ITS TRADE DRESS ENVIRONMENTAL SIGNAGE¦ AND OF COURSE ITS CUPS 4HE 3TARBUCKS CUSTOMER EXPERIENCE ALSO INCLUDES ITS OWN SPECIAL LANGUAGE

WHICH IS STARTING TO PERMEATE THE COFFEE SHOP EXPERIENCE IN GENERAL 3UDDENLY ¯)²LL HAVE A GRANDE QUAD SHOT HALF CAFF EASY WHIP &RAPPUCCINO° DOESN²T SOUND LIKE SUCH A FOREIGN LANGUAGE 3TARBUCKS IS ALSO VERY SUCCESSFUL AT CONTROLLING PERCEPTION OF ITS BRAND )TS DESIRED PERCEPTION IS TWO FOLD THAT OF A SMALL REWARD AND THE NOTION OF THE ¯THIRD PLACE ° &OR A SMALL BUT NOT INSIGNI»CANT AMOUNT OF MONEY YOU CAN REWARD YOURSELF WITH A CAFFEINATED TREAT TO SEE YOU THROUGH A LONG DAY AT WORK /R YOU MIGHT MEET A FRIEND AT THE THIRD PLACE BETWEEN WORK AND HOME ® A PLACE TO ¯FOSTER

symbols “To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.�

logo: mermaid rondelle trade dress: ubiquitous cups and packaging

name

corporate: Starbucks Coffee language: e.g., Grande, Tall, Frappuccino, Bean Stock

brand

measured

promise stewards CEO & Chairman Howard Schultz Partners (employees)

PRODUCT retail cafe

goods

coffee beverages beans accessories VIA Instant

food breakfast lunch baked goods

social music games gifts

EXPERIENCE

PERCEPTION

a small reward the third place

online

service

ambience

baristas store procedures HR programs

signage decor/furnishings music aromas

Starbucks.com MyStarbucksIdea.com Shared Planet (CSR website) Twitter: starbucks

individuals

Engaging people online (MyStarbucksIdea) and creating a community helps Starbucks democratize decision-making, influences product design and demonstrates transparency

Persona: Everyday explorer

external systems

trade organizations

competitors

World Trade Organization TransFair / Fair Trade

McDonald’s Dunkin' Donuts Tim Hortons

Figure 1: Starbucks customer experience model. Shaded area indicates areas of growth or evolution of the experience.

CONVERSATION AND COMMUNITY ° )N MANY CIRCLES

AT LEAST ONE TRIP TO 3TARBUCKS IN A DAY IS A GIVEN Ž MORE OF A NECESSITY THAN A REWARD 4HREADLESS TOO HAS DONE WELL WITH MANAGING PERCEPTION OF ITS BRAND Ž ALTHOUGH IT²S EASY TO GET THE SENSE THEY DON²T HAVE TO DO MUCH TO MANAGE IT 7HAT 4HREADLESS IS SELLING AS MUCH AS 4 SHIRTS IS THE COMMUNITY AND THE EXPERIENCE OF PARTICIPATING IN THAT COMMUNITY THE SENSE THAT YOU HAVE A SAY IN THE DIRECTION THE COMPANY IS GOING 3UDDENLY THE BOUNDARY BETWEEN CUSTOMER AND COMPANY IS BLURRED 0EOPLE LIKE TO PARTICIPATE 4HEY WANT TO PARTICIPATE !ND 4HREADLESS LETS THEM IN SPADES /N THE PRODUCT SIDE OF THE MODEL IT²S EASY TO IDENTIFY THE CATEGORIES FORMING THE CORE OF THE 3TARBUCKS CUSTOMER EXPERIENCE BEVERAGES

FOOD AND OTHER COFFEE RELATED ACCESSORIES 3ECONDARY PRODUCTS SUCH AS EXCLUSIVE MUSIC COLLECTIONS AND BOARD GAMES AUGMENT THAT NOTION OF THE THIRD PLACE %VEN THE STORE ENVIRONMENT PLAYS A KEY ROLE IN THE EXPERIENCE OF THE PRODUCT 4HE PHYSICAL SPACE AND FURNISHINGS STORE SIGNAGE

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AND WAY NDING SOUNDS AND SMELLS ALL CONTRIBUTE TO PERCEPTION OF THE PRODUCT 4HINK OF IT AS A CURATORIAL AND CHOREOGRAPHIC APPROACH TO CREATING AN EXPERIENCE 4HREADLESS IS ALSO NOTABLE FOR ITS FOCUSED PRODUCT OFFERING 4 SHIRTS PRIMARILY ALONG WITH PRINTS OF SELECT DESIGNS !NYBODY CAN SUBMIT A DESIGN WHICH IS THEN VOTED ON BY THE 4HREADLESS COMMUNITY %VERY WEEK 4HREADLESS PRINTS NINE OF THE TOP DESIGNS RESERVING ITS RIGHT TO WEIGH IN ON THE SELECTIONS &OR EXAMPLE STAFF SOMETIMES ELECT TO PRODUCE DESIGNS THAT HAVE GARNERED BOTH HIGH AND LOW SCORES Ž THEY TEND TO ELICIT DISCUSSION AND DEBATEŒAND SELL VERY WELL )N ITS NINE YEARS OF OPERATION THE COMPANY HAS SOLD OUT OF EVERY 4 SHIRT IT²S EVER PRINTED 4HAT²S THE BEAUTY OF CROWDSOURCING #ROWDSOURCING IS WHAT MAKES THE APPLICATION OF $UBBERLY²S MODEL SUCH AN INTERESTING EXERCISE WHEN IT COMES TO 4HREADLESS ,OOK FOR EXAMPLE

AT THE STEWARDS AND INDIVIDUALS CONCEPTS 7HILE THERE²S A DISTINCT DELINEATION BETWEEN THE TWO IN

symbols “a technology company that loves coming up with ideas to foster communities that people benefit from and have fun with – online and off�

name

logo: wordmark trade dress: a variety of graphic T-shirts

corporate: skinnyCorp: Threadless Tees tag: Nude No More

promise brand

measured

stewards co-founder Jake Nickell

PRODUCT

EXPERIENCE

PERCEPTION

New, fun and for the community

online

retail store

goods

service

ambience

Threadless.com T-shirts Contests

T-shirts

design classes gallery space critiques/discussions

merchandising displays music (last.fm: tless_chicago) artwork

extensions

individuals

external systems

Threadcakes Naked & Angry Threadless Kids TypeTees Twitter Tees

Threadless creates a physical retail environment in order to give people a space to experience product and engage in community

crowdsourced designers voters buyers Threadless customers and designers blur the line between traditional stewardship and consumer

collaborators

The same crowdsource model easily extends to other segments, product types or partnerships

“sponsors Threadless Loves program�

American Apparel Twitter Blik

Figure 2: Threadless customer experience model. Shaded area indicates areas of growth or evolution of the experience.

THE MODEL WITH 4HREADLESS THERE IS A GREAT DEAL OF OVERLAP %VEN LITERALLY MOST OF ITS EMPLOYEES WERE PART OF THE COMMUNITY BEFORE THEY WENT TO WORK FOR THE COMPANY 4HE 4HREADLESS COMMUNITY AT LARGE HAS THE POTENTIAL TO BE AS BIG A STEWARD OF THE BRAND AS ITS STAFF *AKE .ICKELL CO FOUNDER AND #3/ OF 4HREADLESS HAS SAID THAT ITS CUSTOMERS ARE THE BRAND THAT WITHOUT COMMUNITY THEY ARE NOTHING 4HAT COMMUNITY NOW NUMBERS OVER

PEOPLE RECENTLY PASSED THE MARK IN 4WITTER FOLLOWERS AND MARKED MORE THAN

DESIGNERS WHO HAD SUBMITTED DESIGNS 4HE -ODEL OF "RAND STATES THAT INDIVIDUALS CHOOSE A BRAND BY COMPARING THEIR NEEDS WITH THEIR EXPECTATIONS WITHOUT A MATCH THEY²LL MOVE ON OR MODIFY THOSE EXPECTATIONS (OWEVER WITH 4HREADLESS THE CUSTOMERS² NEEDS AND EXPECTATIONS VERY DIRECTLY INŸUENCE THE COMPANY²S OFFERINGS 4HIS SYNCHRONICITY HELPS TURN CUSTOMERS INTO STEWARDS 3TARBUCKS IN CONTRAST MAPS MORE TRADITIONALLY TO THE MODEL WITH REGARDS TO ITS BRAND STEWARDS Ž A

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CUSTOMER²S EXPERIENCE CAN BE GREATLY ENHANCED OR DIMINISHED BY THEIR INTERACTION WITH STAFF )T²S QUITE POSSIBLY THE MOST VARIABLE AND ŸUID PART OF THE ENTIRE EXPERIENCE #ONSIDER HOW A COMPANY MIGHT ENSURE ITS HUMAN RESOURCES PRACTICES HELP PROMOTE STAFF ALIGNMENT WITH THE OVERALL CUSTOMER EXPERIENCE #OMPENSATION AND BENET PACKAGES ARE TAILORED TO INDIVIDUALS² NEEDS AND ARE CALLED THEIR ¯SPECIAL BLEND ° REŸECTING THE VALUES OF THE BRAND THROUGH BOTH LANGUAGE AND DESIGN ¯"EAN STOCK° OR EQUITY IN THE COMPANY IS OFFERED TO ALL EMPLOYEES GIVING THEM A SENSE OF OWNERSHIP AND PERSONAL CONNECTION TO THE COMPANY²S PERFORMANCE 3UCH SEEMINGLY UNRELATED MEASURES CAN HAVE A VERY REAL IMPACT ON THE FRONTLINES )NDIVIDUALS² PERCEPTIONS AND EXPECTATIONS OF A BRAND ARE ALSO INŸUENCED BY EXTERNAL SYSTEMS #ONSIDER HOW PERCEPTION OF 3TARBUCKS WAS AFFECTED BY THE EVENTS OF THE 7ORLD 4RADE /RGANIZATION CONFERENCE IN 3EATTLE WHERE PEOPLE RALLYING AGAINST THE THREATS OF CORPORATE GLOBALIZATION VANDALIZED 3TARBUCKS SHOPS

IN PROTEST AGAINST THE COMPANY²S PERCEIVED EXPLOITATION OF COFFEE GROWERS )N A LESS RADICAL BUT NONETHELESS EFFECTIVE MANNER PERCEPTIONS ARE AFFECTED BY HOW 3TARBUCKS INTERACTS WITH ORGANIZATIONS SUCH AS 4RANS&AIR AND THE &AIR 4RADE CERTI»CATION SYSTEM )N IT COMMITTED TO DOUBLING ITS FAIR TRADE PURCHASES MAKING IT THE LARGEST PURCHASER OF CERTI»ED COFFEE IN THE WORLD ,ET²S LOOK AT HOW THE NOTION OF ¯PROMISE° FROM $UBBERLY²S MODEL FACTORS INTO THE 4HREADLESS EXPERIENCE )N A PAPER TITLED ¯2EDUCING THE 2ISKS OF .EW 0RODUCT $EVELOPMENT ° 3USUMU /GAWA AND &RANK 0ILLER REFER TO THE PROCESS OF INTEGRATING CUSTOMERS INTO THE PRODUCT INNOVATION AND DEVELOPMENT CYCLE AS ¯COLLECTIVE CUSTOMER COMMITMENT ° !ND IF OPERATING UNDER THIS BUSINESS MODEL FULL DISCLOSURE ­ AT EVERY STAGE ­ IS IMPERATIVE 4HE PROCESS MUST BE OPEN )N EFFECT IT²S A PROMISE OF TRUST AND TRANSPARENCY THAT IN TURN FEEDS BACK INTO THAT SYNTHESIS OF CUSTOMER AND STEWARD 4HREADLESS EMPOWERS ITS CUSTOMERS BY LISTENING RATHER THAN TALKING )T PROMISES AND DELIVERS AN EXPERIENCE THAT FUL»LLS THEIR EXPECTATIONS ­ AND RESULTS IN PRODUCTS THEY WANT BECAUSE THEY²VE CREATED AND VOTED ON THOSE PRODUCTS THEMSELVES 4HE ONLINE REALM PERMEATES MANY ASPECTS OF THE MODEL (OWEVER IT NATURALLY PLAYS A DIFFERENT ROLE FOR EACH OF 3TARBUCKS AND 4HREADLESS /N -Y3TARBUCKS)DEA COM ANYONE CAN MAKE A SUGGESTION FOR HOW TO IMPROVE THE EXPERIENCE 0EOPLE CAN READ THE SUGGESTIONS LEAVE COMMENTS AND VOTE THEM UP OR DOWN )DEAS ARE REVIEWED BY 3TARBUCKS 3OME ARE IMPLEMENTED &OR EXAMPLE

THE TOP RATED SUGGESTION AT THE TIME OF WRITING

VOTES AND COMMENTS POSTED IN -ARCH ASKS HOW 3TARBUCKS MIGHT ¯PROVIDE CULTURAL LEADERSHIP THROUGH MEDIA TO PROMOTE CONVERSATION AND COMMUNITY WITHIN 3TARBUCKS LOCATIONS ° "Y .OVEMBER 3TARBUCKS HAD IMPLEMENTED A PROGRAM TO ADDRESS THIS IDEA

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7ITH 4HREADLESS²S BUSINESS BEING ALMOST EXCLUSIVELY WEB BASED THAT ONLINE EXPERIENCE IS ABSOLUTELY CORE TO THE CUSTOMER EXPERIENCE )T IS THE FOUNDATION OF THE CUSTOMER EXPERIENCE 7HAT A BUSINESS MODEL LIKE 4HREADLESS DOES SO SUCCESSFULLY IS LEVERAGE THE WEB TO ENGAGE ITS CUSTOMERS IN A NUMBER OF WAYS BLOG FORUMS 4 SHIRT SCORING PODCASTS CUSTOMER PHOTOS CONTESTS AND DESIGN CHALLENGES FOR INSTANCE 4HE NET EFFECT IS THAT OF A DEMOCRATIZATION OF THE BRAND #USTOMERS HAVE THEIR HANDS ON THE WHEEL DRIVING THE BRAND AS THEY SEE »T *EFFREY +ALMIKOFF ##/ OF SKINNY#ORP

4HREADLESS²S PARENT HAS REMARKED THAT THEY SIMPLY ¯MANAGE THE PARAMETERS °

5SING THE MODEL AS A STRATEGIC PLANNING TOOL 7HEN WORKING WITH CUSTOMERS WHO ARE CONSIDERING TAKING THEIR BRAND IN A NEW DIRECTION

WE²VE FOUND THAT $UBBERLY²S -ODEL OF "RAND ALSO HELPS TO EVALUATE THAT EVOLUTION HOW IT MIGHT AFFECT THE REST OF THE PARTS AND WHERE IT »TS OR DOESN²T INTO A BRAND²S EXISTING FRAMEWORK 3TARBUCKS CHAIRMAN (OWARD 3CHULZ²S OWN OBSERVATIONS EXPRESSED IN AN INTERNAL MEMO IDENTI»ED SPECI»C EXAMPLES THAT CONTRIBUTE TO THE ¯DILUTION OF EXPERIENCE ° 4HESE INCLUDE THE INTRODUCTION OF AUTOMATED ESPRESSO MACHINES THAT ALTHOUGH EF»CIENT ARE LARGER THAN TRADITIONAL MANUAL MACHINES CREATING A BARRIER BETWEEN THE CUSTOMER AND BARISTA 4HIS RESULTED IN WHAT 3CHULZ TERMED THE LOSS OF THE ¯ROMANCE AND THEATRE ° /THER EXPERIENCE FACETS WERE DIMINISHED WITH THE INTRODUCTION OF PACKAGING THAT SEALS IN FRESHNESS AND WITH IT THE AROMA OF GROUND COFFEE 3IMILARLY THE INTRODUCTION OF HOT BREAKFAST FOODS BROUGHT PECULIAR NEW SMELLS INTO THE ENVIRONMENT )NDIVIDUALLY THESE CHANGES WERE LIKELY BASED ON GOOD BUSINESS DECISIONS (OWEVER EXAMINING THEIR IMPACT ON THE ENTIRE SYSTEM SOLICITING INPUT FROM EVERYONE FROM BARISTAS TO CATEGORY MANAGERS

MAY HAVE YIELDED DIFFERENT RESULTS

“While Starbucks and Threadless present distinct business models, the Model of Brand illuminates the breadth and depth of their respective brand experiences.”

BY USERS AND THE HIGHEST SCORING DESIGNS GET MADE INTO ITEMS INSPIRED BY THOSE PATTERNS 0RODUCTS CURRENTLY INCLUDE DINNERWARE NECKTIES WALL COVERINGS HANDBAGS AND OTHER ACCESSORIES 7HILE IT²S NOWHERE NEAR AS DYNAMIC A SITE AS 4HREADLESS ® THE LAST BLOG ENTRY AT TIME OF WRITING WAS MORE THAN THREE MONTHS AGO ® HOPES HAVE BEEN HIGH FOR .AKED !NGRY )N +ALMIKOFF SAID THIS EXTENSION HAD THE POTENTIAL TO BE BIGGER THAN 4HREADLESS GIVEN ITS APPLICATION TO ¯EVERYTHING °

7HEN IT COMES TO ITS 4 SHIRT BUSINESS 4HREADLESS HAS KEPT ITS FOCUS 4HE ORIGINAL CONCEPT HASN²T CHANGED MUCH ® ALTHOUGH THE WINNERS DO GET PAID MORE NOW 3O FAR THERE IS ONE RETAIL LOCATION IN #HICAGO 3OMETIMES HOWEVER AN ENTIRELY NEW MODEL MAY 4HE STORE STOCKS ONLY THE NEWEST SHIRTS WITH THE IDEA BE NECESSARY TO SUPPORT PROPOSED EXPERIENCES

THAT IT²S A CHANNEL TO DRIVE PEOPLE TO THE WEBSITE INITIATIVES OR PRODUCTS 4AKE FOR INSTANCE 3TARBUCKS² -OST OF THE PEOPLE WHO VISIT THE STORE AREN²T FAMILIAR FORAY INTO THE BILLION INSTANT COFFEE MARKET WITH THE BRAND AND HAVE NO PRECONCEPTIONS OF WITH THE INTRODUCTION OF 6)! -EANT FOR MORE WHAT 4HREADLESS SHOULD OR SHOULDN²T BE !LTHOUGH PORTABLE SITUATIONS INSTANT COFFEE CERTAINLY DOESN²T .ICKELL HAS SAID THEY OPENED THE STORE FOR THE FUN UPHOLD THE NOTION OF THE THIRD PLACE SO CAN²T

OF IT THE SITE GIVES TWO MAIN REASONS FOR BEING FULLY PARTICIPATE IN THE COMPANY²S CURRENT MODEL GIVING BACK TO THE COMMUNITY SUCH AS HOSTING (OWEVER RESOLVING THAT APPARENT TENSION CAN DESIGN TALKS OR ART SHOWS AND BEING ABLE TO TELL INSPIRE NEW SCENARIOS OF USE ® CAMPING OR TRAVEL TO THE STORY OF THE PRODUCTS AND THEIR CREATORS )N FACT

PLACES WHERE NO 3TARBUCKS STORES EXIST ® AND SET THE IMPORTANCE OF TELLING THAT STORY IS CRITICAL TO THE STAGE FOR AN ENTIRELY NEW CUSTOMER EXPERIENCE THE 4HREADLESS EXPERIENCE THEY²VE TURNED DOWN MODEL 4HIS MAY INVOLVE DIFFERENT ASSOCIATED OVERTURES FROM RETAIL HEAVYWEIGHTS 4ARGET AND VALUES AND PERCEPTIONS SUCH AS CONVENIENCE OR 5RBAN /UT»TTERS FOR FEAR THAT NARRATIVE WOULD EMERGENCY OR REPLACING THE NOTION OF THE ¯THIRD GET LOST IN SUCH ENVIRONMENTS PLACE° WITH ¯ANYPLACE ° (OWEVER THE 4HREADLESS CREW HASN²T ALWAYS BEEN SUCCESSFUL IN ITS VENTURES )TS FOUNDERS TRIED TO START A SIMILAR CONCEPT WITH MUSIC CALLED -EGS OF &AME 4HE SITE ALLOWED USERS TO SUBMIT THEIR TRACKS

WHICH WERE THEN RATED BY OTHER USERS 4HE PLAN WAS TO SELL THAT DATA TO RECORD COMPANIES "UT THE RECORD COMPANIES ARE AN EXAMPLE OF HOW AN EXTERNAL SYSTEM CAN²T BE CONTROLLED !S IT HAPPENS

THEY WEREN²T INTERESTED IN THE DATA AND THE SITE CLOSED IN /CTOBER 3TICKING CLOSER TO THE 4HREADLESS PREMISE THAT²S PROVEN SO SUCCESSFUL SKINNY#ORP IS NOW TRYING ITS HAND AT A SIMILAR CONCEPT THAT IT DEEMS AN ¯EXTENSION° OF 4HREADLESS ® .AKED !NGRY $ESIGNERS SUBMIT PATTERN DESIGNS THAT ARE SCORED

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7HILE 3TARBUCKS AND 4HREADLESS PRESENT DISTINCT BUSINESS MODELS THE -ODEL OF "RAND ILLUMINATES THE BREADTH AND DEPTH OF THEIR RESPECTIVE BRAND EXPERIENCES "OTH COMPANIES² PRODUCT FOCUS IS TIGHT AND BOTH ARE HIGHLY SUCCESSFUL COMMUNITY BUILDERS BUT THEY ACHIEVE THESE IN WHOLLY DIFFERENT WAYS $UBBERLY²S MODEL ILLUSTRATES THE ELASTICITY OF THEIR ACTIONS AND HOW THEY DELIVER ON OR DETRACT FROM THEIR BRAND PROMISE

#ONCLUSION 4HROUGH THIS EXPLORATION IT²S CLEAR HOW EFFECTIVELY THE -ODEL OF "RAND FACILITATES VISUALIZATION AND ARTICULATION OF A BRAND²S CUSTOMER EXPERIENCE )N OUR IMPLEMENTATION OF THE MODEL WE HAVE FOUND THE MAIN BENE»TS TO BE

)4³3 %!39 4/ 53% 4HE STRUCTURE OF THE MODEL AND

THE LANGUAGE USED TO DESCRIBE EACH FACET ALLOW US TO HELP OUR CLIENTS EASILY ORGANIZE INFORMATION AT THE APPROPRIATE LEVELS FOR DISCUSSION (AVING ALL THE CUSTOMER EXPERIENCE ¯ARCHITECTURE° ON ONE PAGE FORCES CLARITY AND ACCESSIBILITY )4 ),,5342!4%3 4(!4 "2!.$ )3 -/2% 4(!. ! ,/'/ 4HIS MODEL CLEARLY SHOWS THE RELATIONSHIP

BETWEEN THE EXPRESSIONS OF BRAND IN OUTBOUND COMMUNICATIONS AND ADVERTISING THE PHYSICAL OBJECTS OR SPACES WHERE SERVICES ARE RENDERED AND THE ONLINE EXPERIENCES WHERE BOUNDARIES BETWEEN ORGANIZATION AND CUSTOMER ARE INCREASINGLY MORE PERMEABLE )N CLIENT WORKSHOPS

SEMINARS AND OTHER EDUCATIONAL VENUES WE HAVE FOUND THAT IT ELICITS DISCUSSION AND EXAMPLES ABOUT PERSONAL INTERACTIONS AND DISCOVERY OF HOW THEY ARE CONNECTED TO ONE ANOTHER )4 "2).'3 $)3#)0,).%3 4/'%4(%2 !.$ ).4%'2!4%3 4().+).' 7HEN DISCUSSING A SYSTEM OF EVENTS OR

CONNECTED ELEMENTS OF A CUSTOMER EXPERIENCE THE MODEL GIVES ALL PARTICIPANTS AN ENTRY POINT INTO THE

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CONVERSATION AND THEREFORE A CONNECTION TO THE BRAND 4HE MODEL CAN ALSO LEAD TO MORE DETAILED MODELS AS REQUIRED &OR EXAMPLE IT MAY POINT OUT A LACK OF UNDERSTANDING ABOUT ¯INDIVIDUALS° AND LEAD TO MORE SPECI»C MARKET RESEARCH IN THE DEVELOPMENT OF PERSONAS )N STRATEGIC PLANNING MEETINGS OUR CLIENTS CAN OFTEN EASILY IDENTIFY WHO WITHIN THEIR ORGANIZATIONS NEEDS TO BE INVOLVED IN FURTHER DISCUSSION "Y PROVIDING STRUCTURE AND DE»NITION TO THE FACETS OF CUSTOMER EXPERIENCE

THE MODEL HELPS TAME COMPLEXITY BUT AT THE SAME TIME PROVIDES A VISUAL TO STIMULATE THE RIGHT CONVERSATIONS THAT KEEP ALL PARTS IN PLAY )N MANY RESPECTS THE LAST BENE»T HAS THE MOST INTERESTING AND SIGNI»CANT POTENTIAL "ECAUSE $UBBERLY²S -ODEL OF "RAND FACILITATES BETTER COMMUNICATION ACROSS DISCIPLINES IT RESULTS IN MORE EFFECTIVE AND BROADER BASED PROBLEM SOLVING 7HILE CAPITALIZING ON THE CUMULATIVE STRENGTH OF A COMPANY²S CROSS FUNCTIONAL TEAMS

IT ADDRESSES THE INCREASINGLY MULTIPLATFORM

MULTIFACETED NATURE OF CUSTOMER EXPERIENCE TODAY

./4%3

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