In 1995 I published my first paper on customer experience design in the journal Human-Computer Interaction. Titled Delivering Competitive Edge, discussing the way in which usability could give competitive edge to products, services and companies by developing closer collaborations between human factors and marketing practitioners.
We discussed how user-centred design practices could complement those in marketing, explaining how our Human Factors department had:
…adopted an approach we call ‘designing the customer experience’. At its heart was a programme of research into human needs. By bringing together Marketing and Human Factors with more radical perspectives such as semiotics and anthropology, creative and visualisation skills, and rapid technological advances, we have generated an environment for user-centred innovation.
The subtitle of Customer Experiences with Soul is A New Era in Design. There are a number of aspects of our approach which I have never seen in any other book on customer experience design, the main ones being universal human values, the transition of consciousness, collaboration vs ‘knotworks’, an extensive range of Brazilian case studies and Latin American culture, a focus on being, and finally the development of a new design tool we call the holonomic circle which is based on the philosophical practices of phenomenology and hermeneutics. Continue reading “Deepening our Approach to Customer Experience Design and Design Thinking”
Founded in 1998, Locaweb is one of Brazil’s largest internet service providers offering a wide range of products and services, including e-commerce and internet marketing platforms. As well as organic growth, they also acquired a number of companies including FBits and Tray, two complementary e-commerce businesses, allowing Locaweb to become one of the most important technology groups in Brazil.
Locaweb have won numerous awards for their products, services and also working culture, including Best Place to Work, 50 Most Loved Companies, Top 200 Best Technology Company and Top 250 Best Companies in Brazil. Continue reading “Celebrating Locaweb’s 20th Anniversary”
It was great this week to receive these official photos from Resultados Digitais of our talk on Customer Experiences with Soul at the RD Summit which took place late last year in Flórianopolis.
It was an honour to be able to share our philosophy, values and customer experience framework at the third-largest marketing summit in the world, and the largest in Latin America.
Continue reading “Customer Experiences with Soul at the RD Summit”
This weekend Maria and I were invited by our friends at Integral, the UK-based consultancy, to talk about Customer Experiences with Soul. The team at Integral also run the Design Thinking for Business discussion group on Facebook, and so many of those who were able to join us live had a design background. You can watch the recording of our talk in the video below. Continue reading “Discussing Customer Experiences with Soul”
In May 2017 I gave two presentations on Customer Experiences with Soul at FCE Insight, a special event hosted by Híria and Nüremberg Messe which was part of FCE Pharma and FCE Cosmetique, the largest expo in Latin America covering pharmaceuticals and cosmetics. I spoke about purpose, values, authenticity and also showed how authentic and sustainable businesses could be modelled using the flourishing business canvas. Continue reading “Customer Experiences with Soul and the Experience Economy”
In 2002, fifteen years ago, David Kelley stopped calling his design company Ideo’s approach “design” and instead named it as “design thinking.” This would become one of the most important ideas of the 21st century. But design thinking did not come out of nowhere.
In the 1990s an approach called ‘designing the customer experience’ was developed at the Human Factors department of BT Laboratories in Ipswich. In the early 1990s the focus was on human-computer interaction, a discipline mostly based in university research departments, with little connection to marketing departments, product managers, service centres and business strategists. The process ‘designing the customer experience’ was created to reposition Human Factors and user-centred design at the very heart of the product life-cycle within organisations, thus helping to lay the groundwork for the development of design thinking, service design, customer journey mapping and concepts such as customer success. Continue reading “Designing the Customer Experience”
In 1998 Joseph Pine and James Gilmore published their classic article Welcome to the Experience Economy in Harvard Business Review. Their paper characterises the evolution of economies by describing four different stages:
Economists have typically lumped experiences in with services, but experiences are a distinct economic offering, as different from services as services are from goods. Today we can identify and describe this fourth economic offering because consumers unquestionably desire experiences, and more and more businesses are responding by explicitly designing and promoting them. As services, like goods before them, increasingly become commoditized—think of long-distance telephone services sold solely on price—experiences have emerged as the next step in what we call the progression of economic value. From now on, leading-edge companies—whether they sell to consumers or businesses—will find that the next competitive battleground lies in staging experiences.
Continue reading “The Experience Economy Arrives”
In October of last year Maria and I were invited to speak at Sustainable Brands Bangkok where we introduced our new framework, Customer Experiences with Soul, which we created to help organisations apply our Holonomics approach to the area of customer experience design.
In our plenary presentation we introduced the framework and discussed purpose, values, authenticity and a number of case studies in which we are applying this framework. Continue reading “Customer Experiences with Soul – Our Presentation at Sustainable Brands Bangkok”
In 1992 I started work at BT Laboratories, British Telecom’s research and development technology park as a psychologist in the Human Factors Department, within it’s Research Department which also contained the Speech Recognition and Futurology departments, headed up by Peter Cochrane, one of the UK’s leading futurologists. Along with Xerox PARC, the BT Human Factors team was one of the largest in the world, and unlike more academic teams based in universities, we worked extremely closely with our marketing colleagues, who were our internal clients. In 1995 I co-authored a paper Delivering Competitive Edge in which Mike Atyeo and I wrote:
Usability is a key business driver and user-centred techniques are emerging to deliver this competitive edge. It is essential to move away from simple product design, beyond the integrated service design of product, packaging, documentation, and after-sales service, to the comprehensive design of the customer experience. Continue reading “A Deeper Definition of Customer Experience”