By accident I stumbled upon an article from Bruce Tempkin written in 2009 on the LEGO experience wheel. It reminded me that some tools we need for customer experience management are pretty down to earth but massively useful. The customer experience wheel is one of them.
The wheel is a lightweight version of an experience map that mentions the key experience points, only. In comparison to more complex journey maps, it is a circle and reminds you of the fact that an experience should not be a one-off, but a recurring activity that customers love to perform over an over again. Have a look at it!
Happy New Year! During the holiday break I paid a visit to the local IKEA store here in Essen. I was amazed, how well IKEA has tailored its (mobile) website to the needs of onliners planning to go to a local store. A very good cross channel experience.
I visited their website in advance to make sure, everything I need is available in the right quantities. The site immediately changed to the mobile version when I accessed it with my iPhone and I was able to check stock levels for the store nearby. All of this went without any need to log in. Even saving items on a virtual shopping list was possible without an account. During the store visit, the site allowed me to tick-off the items already in my cart (green ticks on the left).
IKEA has done an excellent job in connecting the Online and the Offline world with their mobile website. This experience was very helpful because IKEA:
made it easy to access their site thanks to the mobile design
provided a tool to help me prepare my visit to the local store (shopping list & stock check) and
supported my during my store visit (ticking-off items on the shopping list).
Funny enough, this seems so little but had such a big effect on improving my shopping experience. To enhance the customer experience even more, I would love to see three additional features.
The information on where to find the items is of little use for the customer. It would be more helpful to know in which part of the exhibition or the pick-up area the item is located. This helps in narrowing down the area to search for it. Or even in-door navigation through WiFi…?
When I had finished shopping, I was not able to get all the items on my list despite the fact they were listed as available. Stock probably got broken or stolen and this can’t be accounted for in the system. When stock levels are below 10 pieces it would be more helpful for customers to tell them stock is “very low” or “as good as empty”. This prepares them for the fact that a shelf might be empty when they reach the store as it happened to me (with the website still saying seven pieces available).
The last part of my wish list would be a button on the mobile shopping list that allows me to place an online order with all the items I did not tick-off during my shop visit. It would complete the Online-Offline-Online customer journey during an IKEA visit.
Despite the three wishes at the end of this post, I was very pleased with the work IKEA has done in connecting the Online and the Offline world. No app or account was needed to give me great tools that made my live and my shopping experience easier. Good job!
Many brands have introduced signature elements into their customer journeys to differentiate themselves from the competition. Some of these elements are built around the core service proposition but many are located at the outskirts of the original product or service offering. I ran into such an outskirtish element while staying at the Double Tree in Amsterdam last week. Double Tree is a brand of the Hilton Group and targeted at younger (business) travellers that are looking for a cool style with all the usual 4* amenities.
When checking in sometime after 10 p.m. the lady at the counter handed my a chocolate cookie after all the paperwork had been done. I was amazed. Then I realized that the cookie was warm like coming straight from the bakery and when I ate it in my room, the chocolate chips on the inside were still melted. That blew me away. At first.
Where did the cookie come from? The reception desk has several heated drawers built into the desk that keep a stock of cookies at the right temperature. This signature element is intended to provide arriving guest (that mostly drop-in late in the afternoon) a sweet and welcoming treat and give their stomachs a rest after having been on the road or in meetings all day with no time to grab a decent dinner. The lady at the reception could immediately give me the story behind the cookie after I asked her.
A second look at this signature element
As the days in Amsterdam were filled with customer experience talk, I asked my colleagues how they had experienced the cookie. The observation was twofold. Everybody who was visiting the Double Tree for the first time was impressed and appreciated the cookie as something very unique and special. Everybody had eaten it immediately when they had settled in their rooms. For the returning guests to the Double Tree, the story was different. They reported a wear-our effect and started expecting the cookie as something that is part of the service package. Up to the point to intentionally skip dinner as the cookie will cover up for it. Some even got annoyed by it, especially when they were trying to stay away from sweets to keep their weight.
Can the Double Tree cookie stay crunchy?
In my opinion it can’t as the idea of giving a little treat to a customer needs to have variety in order to stay interesting. I was amazed as I did not expect the cookie. To keep the momentum on the concept, it would have to change every once in a while, cycling through a set of pre-defined elements. By this the guest can not guess what he will get this time, which keeps the element of surprise. And let’s face it, the thing that made me happy last week at the check-in was the surprise itself and not so much the cookie.
When every medium-sized website personalizes its content to each individual visitor, the real world can’t stay behind. This came clear to me when I strolled by the Levi’s Tailor Shop in Berlin last week. Next to buying almost every model currently available, you can also have your jeans fitted or altered or even let the guys there renovate the worn-out one from the back of you closed. Watch the video from the NYC store to get the idea.
Levi’s started out with its legendary 501 in the 1890s and for many decades, there was no need to enlarge the number of jeans models significantly. Checking out today’s shopping world, I find 199 Levi’s models for men with a quick search at Zappos.com. With the tailor shop concept, the possibilities have become endless.
While you can have your new car configured to almost every aspect you care for, the old concepts of mass customization always build upon an individual customer and a product and manufacturing system that offers a wide range of combinable options. Man facing a fixed system. The new setup puts another human into the game. Now the customer can interact with the tailor in the shop and share his ideas on how the new pair of jeans should be customized. If everything goes well, tailor and customer will eventually create something that was not even envisioned by the customer before.
In terms of the customer experience, Levi’s delivers two things at their store concept: Truely personalized goods that can’t be found somewhere else and a very close relationship between customer and brand as the brand helped to bring the personal closing style of the customer one step further. Well done!
As part of the very exiting program of speeches and case studies, I will be holding a presentation on how to weave customer experience into the hearts, heads and hands of an organization. So if you are around the corner and the program sounds inviting to you, I would be happy to see you there!