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Escaping the Assumptions Trap #CXfest2024

Escaping the Assumptions Trap #CXfest2024

"The Lost Compass – Escaping the Assumptions Trap" (an escape game for CX)
Ever wondered why products and services often lack good CX. The teams responsible for developing these offerings often struggle to take the customer perspective at crucial spots during the process. Unvalidated assumptions too often are used as foundation for generating output instead of valuable outcomes. This escape game is about how CX experts can help those teams getting out of the different assumptions traps.

#CX #CustomerExperience #InnovationFacilitation #BehaviouralDesign #BehavioralDesign #JTBD #JobsToBeDone #EscapeGame #GameWork #AI #ArtificialIntelligence

Benno Lœwenberg

September 05, 2024
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Transcript

  1.   CX IS THE LIGHTHOUSE IN COMPETITION    BUT …  CX

    quality is on a decline and tech/AI won’t stop it CXers are increasingly time- & budget-constrained … while customer expectations rise Sources: Forrester CX Index, CCW Digital, iBusiness, Payhawk, Erkens
  2.   WHAT TEAMS SUFFER FROM  High pressure to act on

    teams, that effect CX (e. g. product, marketing, finance/treasury) Tendency to work based on unevaluated assumptions
  3.   WHAT THEY WANT FROM YOU  Offer new perspectives Challenge

    assumptions Help to focus on customer needs … quickly Sources: Maister, Green & Galford; Garman (AWS)
  4. current customer behaviour target customer behaviour   THE CHASM  what

    do we need to envision and enable that supports this behaviour change Escape island #1
  5. Getting caught up chasing big ideas based on blurry assumptions

    without evaluation or validation Actionism and jumping to habitual tactics Aiming just for “awareness” rather than customer needs or behaviour change (esp. marketing teams) …   COMMON HURDLES FOR TEAMS   Escape island #1
  6. HELP THE TEAM    TO ESCAPE WITH Escape island #1

    AI-generated image (execpt the hands :-) CX
  7. You have only very limited time to help the team

    escaping the assumptions trap, before they have to decide about their next step …   THE TIDE IS RISING …  Escape island #1
  8. “ Improve my health while achieving professional goals, without sacrificing one

    for the other .” AI generated images Escape island #1
  9. Customer Desire Fun Need for positive experiences, en- tertainment, and

    lightness. Promotes engagement and well-being through intrinsic motivation. implusive emotional Customer Desire Control Longing to actively influence situations. Promotes auto- nomy, self-determination, and self-efficacy. Performer emotional Customer Desire Innovation Enthusiasm for fresh ideas and forward-thinking solutions. Drives personal develop- ment and progress. impulsive rational Customer Desire Efficiency Achieving goals with mini- mal input and maximum impact. Optimizing proces- ses and resource use. Performer rational Escape island #1 AI generated image
  10. current customer behaviour target customer behaviour   THE BRIDGE  this

    supports the behaviour change Escape island #1 Personality Type Implusive influential, enthusiastic, inspiring Customer Desire Innovation Enthusiasm for fresh ideas and forward-thinking solutions. Drives personal development and progress. impulsive rational Behaviour Pattern IKEA-Effect Increased valuation of out- puts, ideas, or processes that one has personally contributed to or created Impulsive rational Driver/Barrier Endowment Effect Overvaluing things one owns. Makes it difficult to accept changes. barrier IKEA-Effect Trigger/Intervention Salience of consequences Highlighting the conse- quences of behavior. Enhances awareness of long-term impacts. framing attractive IKEA-Effect you just played with these pattern cards :-)
  11. This modular approach enables: + acknowledging dynamic and hereogeneous nature

    of customer goals, contexts, and needs + medium to long-term outlook on viability and susystainability of benefits … and have greater CX impact (while saving time)   USING BEHAVIOUR AS LENS 
  12.   THE BENNO BOX  repertoire level CHALLENGE OUTCOME METHODS BANK

    PATTERNS BANK METRICS BANK Graphic: Benno Lœwenberg the cards we used are the easy access to it
  13. CHALLENGE OUTCOME EXPERT GUIDANCE METHODS BANK WORK- SHOPS PLAY- BOOKS

    PATTERNS BANK METRICS BANK Graphic: Benno Lœwenberg  THE   BENNO   BOX  enablement level hands-on know-how made accessible to all
  14. CHALLENGE OUTCOME EXPERT GUIDANCE METHODS BANK WORK- SHOPS PLAY- BOOKS

    PATTERNS BANK METRICS BANK Graphic: Benno Lœwenberg SYSTEMS THINKING DATA + AI  THE   BENNO   BOX  strategic level to get to a whole new level of CX
  15. LET’S FIND COMPASSES  TO YOUR EXPERIENCE WHAT OTHER TRAPS YOUR

    TEAMS NEED HELP TO ASCAPE FROM ? AI generated image