Customer experience is gaining a huge attention by the business: organisations are getting aware that the next real competitive advantage is in the experiences they offer to their customers. But not all organisations are getting this right, and while increasing their investments in marketing technologies, they still underestimate the power of engaging customers and talking with them. It's a huge paradigm shift that requires organisations to face the customers and ask for their help in understanding what is missing or what are the next opportunities to be explored to create memorable experiences. [Presented at CX Day, 6th October 2015, Windsor, UK]

1. LEGO® SERIOUS PLAY®
How to think innovatively WITH the customer [in mind]
Patrizia Bertini
Wipro Digital
European Director of Research & Insights
eMail: patrizia.bertini@wipro.com
Twitter: @Legoviews

2. Hands on!

3. Hands know more than you know!
Hands & Brain connection

4. Hands & brain evolved simultaneously
The evolution of the connection

5. Customers are the experts in their own experience

6. When was the last time you
have spoken with
your customers?

7. Most innovation fail
because it is so hard to
get inside the heads of
potential customers, to
know whether they will
really take up what
seems a promising
product.
C. Leadbeater
…To understand what is in the head of the customers!
Innovation fails if we fail…

8. The "Aha" moment of
insight, when we connect
the dots of different
things to come up with
something new, are often
done alone…
These insights come
after intense social
interaction and
observation.
B. Nussbaum
Innovation comes from interaction

9. Interaction?
The man in the middle approach

10. New customer experiences grow out of new interactions.

11. Brave enough to play?
Any volunteers…

12. Johan Ross & Bart Victor @ImagiLab
Robert Rasmussen
LEGO Head of LSP Trainer
IMD Geneva, Mid 90s
It all started 20 years ago…

13. Constructionism shares
constructivism’s connotation of
learning as ‘building
knowledge structures’ […]. It
then adds the idea that this
happens especially felicitously
in a context where the learner
is engaged in constructing a
public entity.
S. Papert
Concrete thinking
Constructionism

14. The properties of mind are not purely
mental: They are shaped in crucial
ways by the body and brain and how
the body can function in everyday
life…
Our body is intimately tied to what we
walk on, sit on, touch, taste, smell,
see, breathe, and move within. Our
corporeality is part of the corporeality
of the world.
G. Lakoff
The mind-body paradigm shift
Embodied cognition

15. Your claims are indefensible.
He attacked every weak point in my argument.
I demolished his argument.
I've never won an argument with him.
He shot down all of my arguments.
Can you recognise these?
Perceptions explained by experience
It's been a long, bumpy road.
Look how far we have come.
We are at a crossroads.
I do not think this relationship is going
anywhere.
We are stuck.
We have gotten off the track.
We'll just have to go our separate
ways.
Arguments
are wars
Love is a
Journey

16. The mind is inherently
embodied.
Thought is mostly
unconscious.
Abstract concepts are
largely
metaphorical.
G. Lakoff
Metaphors
Saying things by analogy

17. In playing, we create imaginative new cognitive combinations. And in creating
those novel combinations, we find what works.
S. Brown
Hint: it’s not work!
What’s the opposite of playing?

18. Play triggers competition and
cooperation, tenacity and joy. When
people are playing, they take risks
they would not ordinarily take.
They experience failure not as a
crushing blow but as an idea that did
not work.
Play transforms problems into
challenges, serious into fun, one right
answer into many possible
outcomes.
B. Nussbaum
Reasons to play

19. And there are plenty more…!
Why these companies use LSP?

20. Does this seem familiar?
Lean backward meetings

21. Change attitude by changing posture
Lean forward meetings

22. 80%
1%2%1%
1%
3%
2%
0%
2%1%
3%
1%
2%1%
Pareto 80/20
Meetings as we know them…

23. Most creativity emerges
when different points of
view are held in
reciprocal tension, so
that they play off one
another, evolving into a
new idea.
C. Leaderbear
From Pareto to Participation

24. Turn your challenge into a solution! Time: 3 minutes from
Now!
Challenge #4

25. !
LSP is about stories, narratives
Sometime reality is too complex.
Stories give it form. J. L. Godard

26. Bricks are a common language to
create new ideas

27. Identify patterns & make sense
Descriptive imagination

28. Combine & transform the existing
Creative imagination

29. Deconstruct reality & sarcasm
Challenging imagination

30. Strategic imagination

31. How brave are you?
Time: it’s up to you!
The final challenge!

32. (Talk is cheap, silence is fatal)
We have real power and we know it.
If you don’t quite see the light, some
other outfit will come along that’s
more attentive, more interesting,
more fun to play with.
Markets are conversations

33. We've got some ideas for you too: some
new tools we need, some better service.
Stuff we'd be willing to pay for.
Got a minute?
You're too busy "doing business" to answer
our email?
Oh gosh, sorry, gee, we'll come back later.
Maybe.
It all has started in 1999…

34. Conversations….?

35. Aaaaa! Conversations!

36. The meaning of value and the
process of value creation are
shifting from a product- and firm-
centric view to personalised
consumer experiences. […].
The interaction between the firm
and the consumer is becoming
the focus of value creation.
Prahalad & Ramaswamy 2004
Values are created. Collaboratively.

37. People are more complicated
than a list of needs […]
None needs an iPhone.
Mining for knowledge […]
involves an understanding of
what people find meaningful.
B. Nussbaum
It’s the end of needs as we know them!

38. LSP: From I to Team

39. The idea of co-creation is to
unleash the creative energy of
many people, such that it
transforms both their
individual experience and the
economics of the organization
that enabled it.
Francis
Why co-creation?

40. Participative design, or Co-creation is…
…A social, collaborative, and creative
process to generate
innovation and value,
through the dialogue and participation of
all actors to construct new win/win opportunities and
experiences

41. The idea of co-creation
isn’t about the creation of
things,
it’s about interpretation
and meaning making.
N. Coates
Meaning making

42. More conversations with your Customers
More participation
More stories
More ideas
More insights
More fun
Better engagement with your Customers
Better decisions
Better experiences
Better understanding
Better communication
LSP & Co-creation for CX

43. And it works for people. And Brands.
When I lived in my country, I was not
aware that I am a white man and that
this could have any significance for my
life. Only once I was in Africa was I
immediately informed of this by the
sight of its black inhabitants. Thanks to
them, I discovered I my own skin colour,
which II never would have thought
about.
R. Kapuscinski
We exist as defined beings only in relation
to the Others

44. Also via eMail:
Patrizia.Bertini@Wipro.com
Or Twitter @Legoviews
Questions?

45. Wait! What did they guys come up with?