Great brands are build with great stories. Not just the stories they tell about themselves, but the stories that their employees and customers tell about their experiences. This presentation shares some ideas on to help your own organization build unique stories that will lead to positive impressions and lasting customer memories. Originally presented at Customer Contact Week 2019.

1. 1
BUILDING
TRANSFORMATIVE
EXPERIENCES:
DIFFERENTIATING YOUR BRAND THROUGH DESIGN
AMY ARDEN CCW 2019

2. 2
WHAT
HAPPENED
IN VEGAS

3. The Tour
3
THE TOUR

4. NOW WHAT?
4

5. HOW DO
WE BUILD
GREAT
STORIES?
THE
TRANSFORMATIVE
EXPERIENCE
Photo by Eduardo Balderas

6. “THE SPIRIT OF
THE TRUE ATHLETE
MEANS LEARNING FROM
OUR MISTAKES AND
NEVER FALLING IN LOVE
WITH OURSELVES.”
Ed Stack, CEO
DICK’S Sporting Goods
WHO WILL YOU BE?

7. WHO’S BUILDING YOUR EXPERIENCE?
#1
OR - WHO DO YOU TRUST WITH YOUR BRAND?
VIRTUAL ASSISTANT HUMAN AGENT

8. PROBLEM-
SOLVING,
MACHINES, &
EMOTION
Understand the unmet needsUNDERSTAND
KNOW
RECOGNIZE
PLAN
Know that conversations are
dynamic, organic, and
unpredictable
Recognize that empathy
matters…
to a point
Plan how to measure both
failure and success

9. WHAT EXPERIENCES ARE YOU BUILDING?
#2
“More than half of any customer
experience is about how a
customer feels, both
subconsciously before, during,
and after the experience.”
Colin Shaw
Unlocking the Hidden Customer
Experience
<50%
EVENTS
>50%
EMOTION

10. DISCOVERING THE INTANGIBLES
01
Conversations
are content
02
Content
is data
03
Data
reveals patterns,
relationships,
and insights
90% of the world’s data
was created in the last
two years

11. HOW’S IT ALL CONNECTED?
#3
Understand the
role
of emotion
<50%
EVENTS
>50%
EMOTION
Build experiences
intentionally &
impactfully
Guide
experiences to a
positive ending

12. 12
QUESTIONS?
QUESTIONS?
Photo by Krivec Ales

13. 13
THANK YOU!
AMY ARDEN
LINKEDIN: www.linkedin.com/in/amy-arden
EMAIL: Amy.Arden@dcsg.com

14. • Huang, W. et al. (2018, January 16.) “How
Customer Service Can Turn Angry Customers into
Loyal Ones”. Harvard Business Review.
• Schlicht, M. (2018, May 10) “The Complete Guide to
Conversational Commerce.” Chatbots Magazine.
https://chatbotsmagazine.com/the-complete-guide-
to-conversational-commerce-e47059293efa
• Shaw, C. (2014) Unlocking the Hidden Customer
Experience. E-book: Beyond Philosophy.
• Singh, J. (2018, January 16). “For Better Customer
Service, Offer Options, Not Apologies.” HBR
IdeaCast. Podcast retrieved from
https://hbr.org/ideacast/2018/01/for-better-
customer-service-offer-options-not-apologies.html
RESOURCES

15. REFERENCES
• Holland, B. (2018, April 5).”The Rise of Intelligent Conversational UI.” Smashing Magazine.
https://www.smashingmagazine.com/2018/04/rise-intelligent-conversational-ui/
• Huang, W. et al. (2018, January 16.) “How Customer Service Can Turn Angry Customers into Loyal Ones. Harvard
Business Review.
• Marr, B. (2018, May 21). “How Much Data Do We Create Every Day? The Mind-Blowing Stats Everyone Should Read.”
Forbes Magazine.
• Neumeier, M. (2008). The Designful Company: How to Build a Culture of Nonstop Innovation. New Riders: Berkeley,
CA.
• Pearl, C. (2016). Designing Voice User Interfaces: Principles of Conversational Experiences. Sebastopol, CA: O’Reilly
Media.
• Shaw, C. (2014) Unlocking the Hidden Customer Experience. E-book: Beyond Philosophy.
• Singh, J. (2018, January 16). “For Better Customer Service, Offer Options, Not Apologies.” HBR IdeaCast. Podcast
retrieved from https://hbr.org/ideacast/2018/01/for-better-customer-service-offer-options-not-apologies.html
• Skorniakov, A. (2016, December 22). “Conversational Design Essentials: Tips for Building a Chatbot.” Smashing
Magazine. https://www.smashingmagazine.com/2016/12/conversational-design-essentials-tips-for-building-a-chatbot/
• Thaler, R. and Sunstein, C. (2009). Nudge: Improving Decisions About Health, Wealth, and Happiness. Penguin Books:
New York, New York.
• Whalen, J. (2017, July 27). John Whalen on Using Brain Science in Design. O’Reilly Design Podcast. Podcast
retrieved from https://www.oreilly.com/ideas/john-whalen-on-using-brain-science-in-design