Idea Engineers Exchange on Customer Experiences

Recently, I attended an event on “Idea Engineers Exchange” focusing on Customer Experiences. Many professionals / technologists / business analysts from different organizations were part of this interesting event. Sharing my notes from this event here:

Session – 1

UX / CX , Channels with commerce : Intro by Prashanth

• Forrester, CXI, Customer exp index
• Defects found by customers
• Customer repeat purchase
• Likely Experiences for referrals
• Translate above experience to revenues
• Incremental revenues generating – $2M $ …by referrals
• Customer, Retailer to manufacturer communication channel on defects
• Consumer psychology innovation

Subhradeep Guha, SAPIENT NITRO, Global capability leader, Country director

• What is digital commerce?, Inform, inbound, engage, advanced version of e-Commerce, virtual e-Commerce
• Shopping experience digitally, ASOS fashion finder, online shopping cart, looks, commerce application., NET – A – PORTER website
• CATALOG SHOPPING, MAGAZINE shopping
• BURBERRY web site, streaming videos with fashion shows
• Comments published in commerce application, liking on the site, harnessing impulse., chooses customer to buy a product
• Impulse and emotion buyers in commerce site
• FRENCH CONNECTION YOUTIQUE eCOMMERCE WEBSITE, 98 VIDEOS -> published with theme and importance, implication
• Clothes service web sites, coming with experience.
• Who is consumer?
• Who is target consumer?
  • Toddler to senior citizen, Group , Not an individual, digital m/c and collection
  • 20+ ability to buy
  • Capacity to buy, access to technology
  • Influence decision making
  • Diff target segments
• Where do they live?
• Global Demographics stats: North America, western Europe, China, Japan,
• India : young and less affluent
• Age : single/no kids / child , family, older + , matters
• Lives in NA, EU, JP, SK, SN,TW or AU
• Next : Emerging markets,
• AS WATSON in china opening physical stores
• STORE FRONT in NET markets’ mid 1980, 1990s …it’s 1994
• Retail experience with tasks changed
• Black BOX in a jeep / car ..Like black box in airplane è In European cars / jeeps
• Buying experience is linear experience.
• Shopping with different channels..Shopping exp revolution.
• Feedback , Grievance box for consumers
• Connect Brands with Consumers, enabled by technology – connected by data & Experience space
• What is technology / where are it’s boundaries?
• How are we designing solutions?
• How you prepared are you for the future?
• Omni Channel è Brand experiences will drive revenue
• INSTORE Experience & ONLINE / INTERNET EXPERIENCES
• Pre purchase è Beyond the store è Post Purchase
• (Exp : Pre shopping) (Exp : Post Shopping Exp)
• Validation, Referrals, Ratings, Reviews, Forums, etc
• TOUCH POINTS represent increased opportunities / revenues
• HOME / WORK / HOARDING / MOBILES / PHYSICAL PLACES / IN-STORE è The extended experience space
• Digitization of shopping / Digital assistance, Apple, Samsung Sleepy’s
• Extending shop floor with variety of approaches
• INSTORE, For ex New Balance, iPad …
• Exclusivity
• Store as Social Shopping platform. Shirt hanger with Likes / Ratings displayed
• Store as Studio with multiple channels
• Theater videos, Vending m/c / Amphi theatre, House,
• Store design / layouts
• Capturing Omni channel touch points
• JC Penny
• Apple has integrated its total Ecosystem
• Starbucks listens to their customers à CRM
• Why do connected experiences matter?
• A consumer brand experience changes customer relationship

Session – II

Designing immersive exp – Subhindra venkateshamurthy

• Immersive experiences
• Immersion in Digital Spaces
• Flipboard
• Layar App
• Extend experiences
• How to create Immersive experiences?
• Uniliver’s Share Happy Vending m/c è Ice Cream vending m/c Smile bigger , you get bigger ice-cream
• Gamify
• Connect with people’s emotions
• Set clear goals
• Rewards
• Social
• Allow for discovery
• All games are Social now
• Make thing’s for Fun
• Visit thefuntheory.com ..Elevator vs Steps ..In one of shop they made STEPS like Piano, people strated using Piano steps rather than real elevator.
• Piano Staircase: (Customer Experience videos)
• http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded
• Sneakerpedia , Social Recognition
• Meaningful contribution
• Nissan Eco-Friendly , grow tree on DASH BOARDS

Bhaskara Reddy Sannapureddy

Technical Architect, CRMITC