The Experience-Centric Organization • Simon Clatworthy • GOTO 2021

This presentation was recorded at GOTO Copenhagen 2021. #GOTOcon #GOTOcph http://gotocph.com Simon Clatworthy - World recognized thought leader in service design and professor of design at the Oslo School of Architecture and Design ABSTRACT When the Wall Street Journal states that “Customer Experience Is the Key Competitive Differentiator in the Digital Age” it describes a transition that has been occurring in business during the past few years - The transition to customer- and experience-centricity. New solutions become desirable in a busy marketplace through the experience that their customers receive, and this has wide ranging consequences for business strategy, tactics and development. Simon will outline the what and the how of customer experience, and describe how organisations can successfully compete through experience in an increasingly competitive market [...] TIMECODES 00:00 Intro 04:26 Electric cars now and then 06:45 The experience economy 08:47 From function to emotion 15:09 Idealistic needs 16:34 Customer experience as the key competitive differentiator 18:54 Quote by Lisa Feldman Barrett 20:20 Even B2B 21:48 Desirability 22:52 Mini task 25:08 Crafting a way forward 25:55 Put purpose at the core of your strategy 26:43 1. Start with the experience 27:28 2. Be honest about ambition & position 29:08 3. Develop a terminology & use it 29:41 4. Integrate deep customer empathy 31:22 5. Find your mix 32:03 6. Focus upon the customers' experiential journey 32:55 7. Define your personality 34:10 8. Sweat the big things & the detail 36:18 9. Experience is viewed through the customers' eyes 36:32 10. Understand that this relates to the whole organization 37:34 11. We are all designers 37:52 12. Plan your organizational maturity journey 38:03 Conclusion 38:32 Outro Download slides and read the full abstract here: https://gotocph.com/2021/sessions/1919/the-experience-centric-organization RECOMMENDED BOOKS Simon Clatworthy • The Experience-Centric Organization • https://amzn.to/3QVhfBh Simon Clatworthy • How To Design Better Services • https://amzn.to/3Nu1PRD B. Joseph Pine II & James H. Gilmore • The Experience Economy • https://amzn.to/3OtI4ek Daniel Kahneman • Thinking, Fast and Slow • https://amzn.to/2XmJEtf Lisa Feldman Barrett • How Emotions Are Made • https://amzn.to/3u6nWXm Fabio Pereira • Digital Nudge • https://amzn.to/3yhxJu9 Dan Ariely • Predictably Irrational • https://amzn.to/3lyDBd7 Linda Rising • Design Patterns in Communications Software • https://amzn.to/2XsxDCg https://twitter.com/GOTOcon https://www.linkedin.com/company/goto- https://www.facebook.com/GOTOConferences #DigitalTransformation #UX #UI #UserExperience #UserInterface #CustomerExperience #DigitalAge #Design #SoftwareEngineering #ExperienceEconomy #IdealisticNeeds #FunctionToEmotion #DesigningForExperience #Desirability #Innovation Looking for a unique learning experience? Attend the next GOTO conference near you! Get your ticket at https://gotopia.tech Sign up for updates and specials at https://gotopia.tech/newsletter SUBSCRIBE TO OUR CHANNEL - new videos posted almost daily. https://www.youtube.com/user/GotoConferences/?sub_confirmation=1