USING DESIGN THINKING TO TRANSFORM THE CUSTOMER EXPERIENCE Sweet spot in the ven diagram is when these three overlap - appealing and usable, viable business opportunity, feasible technically This means nearly all programs are framed and staffed with representatives of each discipline and we truly believe this blend is our secret sauce. By adding these disciplines, we reduce the risk that something wont get to market. Socap 2017 1

CONSUMERS are INCREASING AT AN EXPONENTIAL RATE 2011 2050 1900 The world population will increase by 2 billion The number of people over 60 will treble and the number of people over 80 will increase five fold Brazil ‘s GPD will multiply by 7, China’s by 15, India’s by 30 The population living in cities increased from 5% to 50% 2030 4000 housing units will need to be constructed per hour to support the rapid growth in population and extreme urbanisation Global energy consumption will increase 33% 2025 The contribution of the BRICs to global growth will be twice as big as that of the G3 B R I C 2017 Transforming the Consumer experience CONSUMERS are INCREASING AT AN EXPONENTIAL RATE Consumers are increasingly shaping and driving the demands for goods, services and experiences. More than 2 billion people use the internet Facebook has 1.41 billion active users Twitter has 288 million active users. 5787 tweets are sent every second YouTube has over 1 billion users. 5 hours of video are uploaded every second WhatsApp has 700 million active users. 350 000 messages are sent every second

MILLENIALS are COMING OF AGE. Transforming the Consumer experience MILLENIALS are COMING OF AGE. Millennials are poised to reshape the economy. Their unique experiences will change the ways we buy and sell, forcing companies to examine how they do business for decades to come. One of the largest groups ever – more than baby boomers More disposable income than ever before STARBUCKS

PROsumers have more influence than ever before Transforming the Consumer experience PROsumers have more influence than ever before The bottom line – to get consumers talking about and advocating you, your brand, products and business is to deliver content that adds value to their experiences.

IT’S transforming ALL of THE TIME Transforming the Consumer experience IT’S transforming ALL of THE TIME The best customer experiences grow and adapt to the user over time with sustained interaction.

Consumers REdefine the experience Transforming the Consumer experience Consumers REdefine the experience The demand for services and experiences change the laws, way we operate and live.

WORLD LEADING CUSTOMER ORGANISATIONS TRANSFORMING THE CUSTOMER EXPERIENCE WORLD LEADING CUSTOMER ORGANISATIONS Working in your table groups, think of the organisations that deliver the best overall customer experience. Identify one characteristic that makes them “the best” ? Use post-it notes to list each idea on separate notes. Identify your top 2 organisations. You have 7 minutes. STARBUCKS

Exploring problems, discover opportunities Transforming the customer experience Exploring problems, discover opportunities Design Thinking is a process that helps us create experiences from the “outside-in”. It draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be—and to create desired outcomes that benefit consumers. Source: https://www.ideo.com/post/design-thinking-for-educators

TRANSFORMING THE CUSTOMER EXPERIENCE You have been asked by the Chief Customer Officer/Chief Operating Officer to explain why customers are leaving the organisation. What sources of data would you consider the most compelling to reference ? Use post-it notes to list each idea on separate notes. Write down your top 5 sources of data. You have 10 minutes. A SITUATION TO SOLVE STARBUCKS

Diverse applications of outside-in thinking in organisations TRANSFORMING THE CUSTOMER EXPERIENCE text Annual planning sessions Customer experience maps Capability building Diverse applications of outside-in thinking in organisations Team meetings Design new products or services Problem solving sessions

Why is it important to organisations ? TRANSFORMING THE CUSTOMER EXPERIENCE Why is it important to organisations ? Find someone at another table. Introduce yourself. Discuss “What areas of your organisations could you see a likely use of an “outside-in” way of looking at your customer challenges ?” Each person identify your most likely use. You have 7 minutes. STARBUCKS

Wrap up What do you take from this session ? TRANSFORMING THE CUSTOMER EXPERIENCE Wrap up What do you take from this session ? What’s one thing you will discuss with your leader/manager from this session ? STARBUCKS

Reference materials Articles TRANSFORMING THE CUSTOMER EXPERIENCE Reference materials Articles Design Thinking …. What is That, Fast Company, 2006 http://www.fastcompany.com/919258/design-thinking-what Design Thinking, Tim Brown, Harvard Business Review, 2008 http://hbr.org/2008/06/design-thinking/ar/1 Websites IDEO: https://www.ideo.org/ Design Revolution: http://www.d-rev.org/ Stanford Dschool Resources: https://dschool.stanford.edu/groups/dresources/ Design Thinking: www.whatisdesignthinking.org STARBUCKS