Full transcript below:
Hello everyone! Welcome. Thank you so much for joining us for today’s webinar. My name is Alexander Doak and I’m the Director of Customer Success at CX Workout. CX Workout is a Boston based customer experience design firm and a subsidiary of the Service Profit Chain Institute. Briefly, at CX Workout we provide a combination of software, research services, and design consulting to help our clients achieve measurable results in about half the time over traditional methods.
Today we are presenting a webinar titled, “Three Ways to Turn Data Into Experiences” presented by Mike Wittenstein founder of Story Miners, one of the world’s first customer experience firms. Just a little housekeeping before we get started, if you do have any questions during the presentation, please type them in to the question box in your GoToWebinar control panel. I’ll bring up your questions during the presentation and we’ll also have some time for your questions at the end. Please be sure to visit our websites to sign up for our newsletters, and to learn more about our upcoming webinars.
Now, without further ado, I would like to introduce our presenter today, Mike Wittenstein. Mike is the founder and managing partner at StoryMiners.com and he sits on several advisory boards. Mike speaks globally about strategy, customer experience, and story and played the role of e-visionary for IMB Global Services. I know you’ll enjoy Mike’s perspective today. Mike, over to you.
Thank you Alexander, and I really appreciate the opportunity have afforded to be a part of CX Workout and to be with this audience. I am already looking forward to the questions because those are really the highlight of a webinar like this. I envision that most of you are CX practitioners in some fashion, or have a CX project in your purview or under your management. So I’m doing to be giving you some ideas in four different areas to help you be better at understanding how to get the results that you’re looking for. Some of these things are going to be pretty straight forward, and some of them are going to come at you from left field, but I think you’ll see that this different perspective that I’ll introduce will be very, very valuable to you.
I wanted to spend just a second and talk a little bit about CX Workout, the sponsor of this webinar. In their tag line I noticed it says “Go Beyond Journey Mapping.” I want to make sure that you guys don’t miss the notion that they have an amazing journey mapping tool. We’ll go into journey maps in a lot more detail, but they basically tell you where your customers are, what they are doing, how the business is treating them. It’s a way to align a lot of different operations and processes into a pleasant experience for customers. But the way their software works is pretty cool, because it lets people go out with their cell phones and take pictures and movies and make comments and feed all that stuff back to the design team in real time.
The advantage of that is you can see what’s really going on out in the field and what people are thinking and feeling right now. It saves a ton of time. They’ve also got some online research tools which allow you to do things that normally took forever like hopping on a plane and doing focus groups in five cities over the course of a month or two. And you can get stuff like that done after about week of playing in about an hour. So going fast and deep is pretty cool.
So with that as the basis, let’s talk a little bit about where I come from so you understand some of the thinking you’re going to hear today. By the way, I’m the guy in the bottom left of the picture. StoryMiners was founded in 2002. We’ve had a bunch of clients and a lot of experiences since that time. It’s been about 16 years and all fun. And the thing I’d like you to know is that we think differently than lots of other firms because rather than taking a numbers first, make the bottom line approach, we look at how do we create more value for customers? How do we use the design to get the business to do more of what customers want most? And then, we put the financials screws to it. It’s very interesting when you just change that perspective and give yourself a little time to think about your customers, you can get some dramatic different results. Those are the kinds of things that change games and move markets. We work differently as well. We are side by side with our customers, so you don’t get a lot of ivory tower with StoryMiners. It’s more about working with you, making sure that people are learning things, and leaving you enabled to do things on your own once we’re done. So that’s the end of the commercial there.
Here’s what’s on the menu today. We billed this as three ways to turn data into experience. There are three other courses. We’ll talk a bit about design thinking, ROI, and prototyping. These are three additional topics that can help you tremendously as a practitioner if you’re a newbie, if you’re leading a group, or you’re an executive sponsor. Knowing these four things can help you get the most from your data, the most from your teams, and give the most to your customers.
So the foundation for all of this is “What is Customer Experience?” I’m not going to give a definition, but I would like to leave you with this thought which you’ve probably already read. When you look at things, when you look at your business, when you look at the world from a customer experience perspective, it’s not just about making more money. It’s not this strategy de jure. It’s not management by reading a book. It’s about intimately getting to know your customers so that you can create more value for them, first. That’s what customer experience is all about. It really is this notion of customer experiences turning the business world on it’s head to a lot of folks, because so many folks are used to doing the numbers first. They want to know what they are going to sell before they do anything. Sometimes there’s just joy in serving people, and the really cool thing that happens after that is they start talking about you. So there’s a strong connection between experience that you give your customers and the stories that they tell about you. Of course, that is why we named our company StoryMiners.
Let’s start off right away with three ways to turn data into experiences. The basis of this entire presentation is that customer experience is not just about making more money. Everybody’s on board with customer experience right now. 75% of brands according to some of the latest research from multiple companies say that’s the way to grow your business. That’s the way to improve your sales, etc. But what really makes customer experience work, is creating more value for your customers.
Customer experience is open ended. It’s system designed based. It’s not about settings in a different way one time, and then taking your hand off the wheel. It’s about continuously making a series of adjustments to stay in tune with your customers. You’ve got to be focused in my opinion on creating more value for your customers so that bias, that belief, that philosophy, weaves itself throughout this entire presentation. So three ways to turn data into experiences. We’ve all seen some kind of data before. Alex, I’m sure you’ve seen NPS surveys, you’ve probably seen raw analysis of social media tweets, you’ve probably gotten reports of customer comments. Whether they’re dropped in a box or they’re done on line, all kinds of different data coming in. And now we have sensors on our devices, telling us where the customers are in the store. We’ve got tons of data and one of the best things you can do is to turn that data into a story as you building an experience. So what makes it cool as a story?
At the end of the day, stories are all about people. We are wired to hear stories. So all you have to do is find out what’s behind the data. Think a little bit about the person who’s going through the experience. You know it’s often said that a whole bunch of data’s not interesting. But one data point can unravel the whole complex problem. By just understanding one thing, you can learn what it is the customers are going through. What’s the business doing to it’s customers that they like? Or that they don’t like? A really good story starts with a backstory of the person involved. So think about your personas, you gotta number them, you’ve got this kind of shopper or that kind of shopper, this kind of clerk, that kind of researcher, you’ve probably already got an idea of who those folks are. So pick one, and look at the data that you have and see how it impacts that person.
The important thing to do is to start by telling their backstory. You look on the bottom of the screen, you see a picture of a woman getting out of a hospital bed on crutches in a cast. This is a story that we did for a change management company. It was about a new consultant, the project was actually about: should we build or buy a professional services automation software package. So they wanted to know, what would the impact be? We said, alright, let’s take a look at it from an experience perspective? What will it feel like to work here? What will it be like as a client to have consultants who actually operate differently because they are empowered with this cool new SaaS platform?
So this poor girl, I think her name was Andrea, she broke her leg exercising a week before she was ready to start her job. And that make everyone feel a little empathy for Andrea. So she gets out of bed, and from a software perspective you can see in the second slide, she was actually able to start work before she went to work. That was something the company could never do before. And on and on. So a little bit of backstory gives people a connection to the players, to the audience. It makes customers real.
To be continued in Part 2 … [10:20]