Explore the transition to customer- and experience-centricity in business through this 39-minute conference talk from GOTO Copenhagen 2021. Delve into the importance of customer experience as a key competitive differentiator in the digital age. Learn about the shift from function to emotion in product design, the concept of idealistic needs, and the relevance of experience-centric approaches in both B2C and B2B contexts. Discover 12 practical strategies for crafting an experience-centric organization, including starting with the experience, integrating deep customer empathy, and focusing on the customer's experiential journey. Gain insights from world-recognized thought leader Simon Clatworthy on how to successfully compete through experience in an increasingly competitive market.
Overview
Syllabus
Intro
Electric cars now and then
The experience economy
From function to emotion
Idealistic needs
Customer experience as the key competitive differentiator
Quote by Lisa Feldman Barrett
Even B2B
Desirability
Mini task
Crafting a way forward
Put purpose at the core of your strategy
1. Start with the experience
2. Be honest about ambition & position
3. Develop a terminology & use it
4. Integrate deep customer empathy
5. Find your mix
6. Focus upon the customers' experiential journey
7. Define your personality
8. Sweat the big things & the detail
9. Experience is viewed through the customers' eyes
10. Understand that this relates to the whole organization
11. We are all designers
12. Plan your organizational maturity journey
Conclusion
Outro
Taught by
GOTO Conferences
