Experience Strategy - Change to a customer driven company (USECON)

Change to a Customer Driven Company The successful enterprise of today is defined by a solid Experience Strategy that enables the delivery of brilliant customer experience throughout the whole product and service portfolio. Grounded in our experience from more than 500 industrial projects we will guide you through the institutionalization of a solid, individual Experience Strategy.

Experience

Why it’s Ubiquitous

86% of CUSTOMERS will pay more for a better experience

86% of customers will pay more for a better experience.

• People share their experience • Brilliant experience grabs customers • Just new features aren’t enough anymore

Source: 2011 Customer Experience Impact Report, Oracle

Why brilliant customer experience is not a luxury anymore.

A compelling experience is a “must have” for every business in today’s market From the consumer products market in the 21st century, it is known that customer requirements of products and services can be summarized this way: “easy, clear, quick, intelligent, and sophisticated”. A pure technical function should not be a “nice to have”; customers will rather take it for granted. Furthermore, customers take their positive “leisure experiences” with online shops, search engines, web mailers, and social media platforms into their workplace and professional environment.

A well-crafted experience avoids “me too” effects Business providers try to combat competitive pressure with an expanded functional scope and a longer list of features. The trend toward “more functions than in the last release” becomes a problem if the customers’ needs are forgotten, when requirements increase. In contrast to this, the goal of experience management is to connect the optimal design of product and service experiences with a positive customer experience from the point of view of the future customer.

Brilliant experience leads to customer loyalty Especially in established market segments, product features that exceed standard qualities have a significant effect on purchasing decisions, customer loyalty, and brand loyalty. Accordingly the focus should be on customers with their ideas, needs and concerns.

Usability, customer experience, and user interface design become “business tools” that have a lasting influence on the success of a product and represent a significant differentiating feature.

Strategy

Why it Matters

LOW Experience Performer High Experience Performer

Experience Level

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Optimum

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Experience Level

Optimum

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Product & Service Portfolio

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Product & Service Portfolio

A solid Experience Strategy guarantees a consistent and gainful product and service experience.

• Customer loyalty is based on brilliant experience • An incomplete experience will reduce business success • Innovation has to focus on customer experience

Why a solid Experience Strategy is a key factor for success.

An Experience Strategy bundles dispersed efforts

An Experience Strategy ensures a consequent customerdriven development process

Practical experience shows that a full customer-driven mindset is rarely implemented by companies, regardless of industry and size of enterprise. More frequently only limited experience measures are taken in some phases of the lifecycle management for some products or service of the whole portfolio.

To design a consistent experience for all touch points with any product or service, it is important to incorporate customers right from the beginning in the development process – as well as during the various stages of the product lifecycle management.

To ensure a consistent experience for the customers on the “company frontend”, a fully implemented Experience Strategy is crucial, especially in terms of streamlining experience measures and the allocation of resources. So a highlevel experience strategy on the “company backend” is becoming ever more important and taking on a central role in company processes. Therefore the development and institutionalization of a long-term, customer-centred strategy pays off for the development, implementation, and usage of every single product or service of your whole portfolio.

An Experience Strategy demands customer-centred innovation Use your customers’ knowledge and potential to enrich your portfolio – turn your customers into innovators! Modern communication, current web technologies and the omnipresence of advertising break down the barrier between companies and customers and bring your customers closer together. To keep pace with changing markets a sustainable Experience Strategy demands also elements of customer-centred innovation.

Competence

Build on Our Knowledge

Our Experience Strategy team consists of experts originating from different backgrounds, assuring a cross - sectional and “out of the box” approach.

• Benefit from our experience of more than 500 industrial projects • Draw on our profound knowledge of strategic experience management • Build on our approach to deliver practical solutions

Manfred Tscheligi Introducing Manfred Tscheligi Prof. Manfred Tscheligi is founder, owner and Managing Director of USECON, an internationally active usability and user experience engineering consultancy based in Vienna. Manfred is founder and Director of CURE (Center for Usability Research & Engineering) and since March 2004 also Full Professor for Human-Computer Interaction & Usability at the University of Salzburg, ICT&S Center (Center for Advanced Studies and Research in Information and Communication Technologies & Society). There he also directs the Christian Doppler Laboratory on Contextual Interfaces. Manfred holds a master in Business Informatics and a Ph.D. in Social and Economic Science (specialization in Applied Computer Science).

Expertise & Business Focus Manfred has been active in the area of Interactive Systems, Human Computer Interaction, Usability Engineering, User Interface Design and User Experience Research for more than 20 years. He has successfully managed numerous research and industrial projects as well as established national and international initiatives. He is a distinguished speaker at conferences and seminars, has taught at several universities and technical colleges and is (co)-author of several publications.

Contact E-Mail

tscheligi@usecon.com

Markus Murtinger Personal Statement “Experience Management uncovers the needs and behavior of the target group and enables a customerdriven strategy and innovation within the company.”

Introducing Markus Murtinger Markus Murtinger is Director Consulting, Sales & Marketing of USECON, an internationally active usability and user experience engineering consultancy based in Vienna. Markus studied Business Administration at the Economic University of Vienna with focus on entrepreneurship and innovation, marketing, and tourism and leisure.

Michael Bechinie Personal Statement “A well-founded experience strategy is THE new business DNA for successful enterprises in today’s highly competitive economic world.”

Introducing Michael Bechinie Michael Bechinie is Senior Consultant at USECON, an internationally active usability and user experience engineering consultancy based in Vienna. He has a university degree in behavioural studies, anthropology (University of Vienna).

Expertise & Business Focus Since 2006 Markus is responsible for the conduction of more than 100 strategic user and customer experience projects on a national and international level. In his work he focuses on strategic user experience management and usercentred innovation. He is member in multiple special communities (i.e. founding member of the working commitee “User Centred Product Innovation” of the German UPA) and lecturer at related symposia and conferences as well as author of numerous articles in miscellaneous publications.

Contact Phone E-Mail

+43 1 7435451 400 murtinger@usecon.com

Expertise & Business Focus Michael has more than 15 years’ experience in the field of Usability and User Experience in many different industries.

Web user interface design and web applications as well as strategic usability and user experience are his main focus.

Moreover, Michael is responsible for strategic trainings and knowledge management. He is also well-known as a lecturer at events and conferences as well as author of numerous articles in several publications.

Contact Phone E-Mail

+43 1 7435451 402 bechinie@usecon.com

Offer

What You Can Expect

Experience Strategy – Change to a Customer- Driven Company • A systematic process leads to successful change • We will guide you through all phases • You will profit from an individual roadmap for your company

Experience Strategy Model

COSTUMER Driven COMPANY Driven

Seed & Audit

Setup

Rollout

Sustainability

Experience Mindset Anchoring

Methodical Anchoring

Organizational Anchoring

Strategic Anchoring

1

2

Wake Up Calls

Experience Method Toolbox

Process Audit and Maturity Analysis

Skill Training

Experience Champion Identification

Experience Team Setup Experience Strategy & Metrics Organizational Framework

Consulting

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4

Integration of Experienc Teams, Methods and Tools

Consider Experience in Every Project

Pilot Project 1 to n

Keep the Momentum:

Integration of Experience Teams, Methods and Tools

• Keep on Moving • Check the Metrics • Provide Support • Market Results • Train Your Team

Our services are grounded in a proven model to institutionalize an Experience Strategy within your company The USECON consulting portfolio covers four phases to institutionalize an Experience Strategy in your company.

1 Seed & Audit Phase Within the “Seed & Audit” phase the current level and maturity of your customer-centredness will be evaluated. Furthermore an Experience Champion will be identified who will promote the experience effort internally. The main goal of this phase is to start the change towards an experience mindset.

Available services: Experience Strategy Awareness Workshop • Going the way from a company-driven to a customer-driven organization Experience Champion Identification • How to identify an experience champion within your organization

Identification of Quick Wins • Identification of rapid actions that can improve the customer experience Setup of Customer Experience Team • Establishment of the team within the organization • Training of processes, methods and tools

3 Rollout Phase In the next phase entitled “Rollout” the main focus is on conducting a series of pilot projects. The main goal is to validate the Experience Strategy by gathering data and Key Performance Indicators (KPI) metrics under real world conditions. This phase has a strong focus on measuring the RoX (Return on Experience) strategy. Available services: Available services:

Experience Strategy Audit

Supporting Pilot Projects

• Analysis of product & service portfolio from a customer experience viewpoint • Analysis of implemented processes and used methods • Analysis of team skills

• Support during the first pilot projects • Dissemination of project results and achievements

Roadmap Definition • Definition of a phase plan to institutionalize an Experience Strategy

2 Setup Phase In the following “Setup” phase the strategy itself, goals and metrics will be developed, the initial team will be staffed and the organizational framework will be established.

Available services: Experience Strategy Development • Development of a modular Experience Strategy and Customer Experiences Mindset • Step by step institutionalization • Alignment with business strategy Budgeting & Controlling • Definition of KPIs in relation to the Experience Strategy • Budgeting of planned measures

Measuring KPIs and Goals • Monitoring of first results • Rolling forecast, planning and budgeting Delivery of Updates • Workshops, trainings to improve customer experience knowledge, skill, methods and tools

4 Sustainability Phase The 4th phase „Sustainability“ is mainly about living the established strategy in every project, “keeping the momentum” and refining the strategy according to the business goals in light of an institutionalized, long-term customercentred strategy.

Available services: Consulting Support • Consolidation of customer experience mindset • Analysis of metrics and results • Fine tuning of the Experience Strategy

“Eureka!” Experience Strategy Essentials Workshop

“360 Degree” Experience Strategy Audit

This workshop will provide you with fundamental information about Usability, User Experience and Customer Experience. Furthermore the workshop will impart prerequisites for building a sustainable Experience Strategy for your business.

To ensure a consistent experience for the customers on the “company frontend” a fully implemented Experience Strategy at your “company backend” is crucial, especially in terms of streamlining experience measures and the allocated resources.

Why book the workshop?

The Experience Strategy Audit delivers a 360° view on the current level and maturity of your customer-centredness.

The results will build a stable base for the development and institutionalization of a long-term and customer-centred strategy.

• Raise the awareness for your customer-drivenness • Learn what usability, user experience and customer experience is about • Get to know what makes a product or service desirable • Notice why experience management is a major success factor for your company • Learn the fundamentals about institutionalizing an Experience Strategy • Discover how to proceed with next steps

Method & Service • • • • •

Analysis workshops Stakeholder and employee interviews Questionnaires 2 consultants at client’s site for 5 working days Preparation of analysis report

Topics covered • The “What, Why and How” about usability, user experience and customer experience • Fundamentals about experience management • Implementation of this knowledge in practice • Best practices Format • Lecture with group exercises • 2 day in-house workshop • Supported by 2 instructors Target audience • Chief executive officers or equivalent • Directors or vice presidents, e.g. marketing, product management, development, customer service • Executives involved with customer experience initiatives (companywide or within a channel) Pricing • EUR 6.500,- (excl. VAT) • Travel and accommodation expenses not included

Covered aspects • Processes behind product and service portfolio development • Usage of customer-centred design methods, tools and standards • Level of integration of methods • Existing knowledge and skills of employees /user interface design, service design etc.)

• Current mindset (employees, stakeholder) concerning usability, user experience, design etc.

• Development of Experience Strategy Roadmap and definition of goals Pricing • EUR 20.000,- (excl. VAT) • Travel and accommodation expenses not included

Contact

About USECON

Do you have any questions about experience management or our experience strategy approach? Contact us! And let’s RoX!

USECON is the Austrian market leader in User Experience Consulting, Research and Training. With the mission of making the (business) world a user friendly place rich in positive user and customer experience, we support companies in sustainably shifting their focus on the users, their needs and requirements. USECON was founded in 2001 as a spin-off of the research institute CURE (Center for Usability Research and Engineering). Since then, we have grown constantly to become a renowned, internationally active company. USECON’s core competence lies in the successful combination of scientific research methods and economic hands-on mentality. We excel in the fields of usability, user interface design, user experience and experience management. Our key physical facilities consist of one of Europe’s largest and most modern User Experience lab and our state-of-the-art technical equipment, including for instance stationary and mobile eye tracking devices.

Claudia Past Please feel free to contact me.

Claudia Past, MA Sales & Marketing Phone: Fax: E-Mail:

+43 17435451 412 +43 1 7435451 30 past@usecon.com

Contact USECON GmbH Businesspark MARXIMUM Modecenterstraße 17 / Objekt 2 1110 Vienna, Austria Tel.: Fax: E-Mail:

+43 1 7435451 +43 1 7435451 30 office@usecon.com

Keynote Speakers You are looking for a renowned speaker for your conference or business event?

Our Experience Strategy team will be happy to present their knowledge of Experience Management, Experience Strategy and related topics. Let them answer why experience management counts, how a sustainable customer experience can be accomplished or how a customer-centred product and service development is possible. For more information, please contact Claudia Past.

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Impressum

Company details Information according to ECG § 5 Abs. 1 USECON – The Usability Consultants GmbH Address: Businesspark MARXIMUM, Modecenterstraße 17 / Objekt 2, 1110 Vienna, Austria Email: Web: Tel: Fax:

usecon@usecon.com www.usecon.com +43 1 l 743 54 51 +43 1 l 743 54 51-30

Object of the company:

Registered Office:

Usability Consultancy – Consulting for usability and usability development of devices (hardware), programs and systems; analysis, conception, testing of interactive systems; market and opinion research.

Gaisbergstraße 34, 5310 Tiefgraben-Mondsee, Austria

Director and owner: Univ.Prof. Dr. Manfred Tscheligi Member of Wirtschaftskammer Wien (Viennese Chamber of Commerce)

Commercial Register: FN 205343 a VAT-Number: ATU 52777400 DVR-Nr.: 4008509 Court: Handelsgericht Wels