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How to 10x the customer experience: How Airbnb designs for WOW.

how to 10x the customer experience. A post by Jan Sauer

Re-imaging the future of work and the customer engagement model for a leading Professional Services Firm

In a few weeks, I’ll be leading a digital transformation off-site for one of the largest Professional Services firms in the world.

The theme is the future of work, talent management, and customer centricity. The desired outcome: Re-imagine a new way of engaging customers and employees that WOW’s.

Central to the outcome is a future engagement model that 10x’s the customer experience.

I’m psyched because it is super strategic and will create impact for 100’s of thousands of employees and customers. I make sure my workshops drive tangible outcome and result in next actions. I leverage Lean Startup principles to design an MVP with a hypothesis and immediate actions to take.

We have 3 days committed and the flow looks something like the following:
Day 1: Inspiration on the future of work and the role of technology
Days 2 & 3: WOW’ing the customer + Building top performing, trusting teams.

Workshop exercises

Below I’ve shared the headlines for some of the exercises we plan to use during our 3-day workshop:

  • Context map
  • Imagine the future – poster exercise
  • Current Future Barriers
  • Persona with Value Proposition Canvas built-in
  • Experience Journey Map with Points Of Transformation
  • 10x’ing the Customer Experience (inspired by Airbnb)
  • Rapid Prototyping of MVP (building on my training with the former COO of GoogleX)
  • Action plan based on Business Model testing framework

Most the time every workshop is customized and merges different frameworks with the inspiration I gather from various sources. In this case, for example, I am inspired to use the Airbnb method of coming up with ways to WOW the customer. I took the Airbnb way and modified it to be even better and more contextual to my customer.

How to design for WOW

Below is the way with which we will take the Professional Services firm through 10x’ing their customer and employee experience

1. Map the customer/employee experience journey
2. Identify the level of satisfaction/pain across the journey
3. Re-imagine the new processes by playing the role of various leading companies (Amazon, Google, Facebook, Zappos) and leveraging constraints thinking
4. Role play to check and feel the process
5. Iterate
6. Identify the expected level of satisfaction across each touchpoint
7. Turn up/down the volume of satisfaction, imagine how a 0-level experience would feel like, imagine how an experience that is double the level of satisfaction feels like, etc. Example from Airbnb: A couple arrives late at night to the house. The host meets them, opens the door, carries the luggage. As they enter the house there is a fireplace burning, a bottle of wine is opened and local delicacies including chocolate is on the table. There is a QR code to be scanned that provides access to WIFI, has links to top places in the area and instructions for the home plus the contact info for the host. There is a small paper on the bed stating the time of professional cleaning.
How would this experience feel on a scale from 1-10? If this is a 10, your job is now to take it to an 11, 12, 13, 14, etc.
8. Map the services on a 2by2 matrix with the x-axis being Level of WOW vs. Feasibility.
9. Select which elements to include in the new experience (aim for top right quadrant).
10. Build out the Customer Experience and role play it with the other teams.
11. Develop MVP of the new journey, i.e. select the most important areas.
12. Develop the action plan for next 30 days focused on testing the biggest risks across desirability, feasibility, viability.

This is my vision for the WOW exercise. I’ve yet to dry run it and get a real experience and will likely iterate it a bit.

I’m excited for the workshop and the chance to make an impact.
#LoveMyJob. I hope the post inspires new ideas for your engagement with customers.

Win the future! Avoid disruption. Essentials of Digital Transformation.

I’ve decided to start a Medium Publication (and Series) on a topic that I’m deeply passionate about, know a lot about and where I see a significant need for sharing know how, best practices and real life stories. I call the publication: Win the future! Avoid disruption. Here is the link: https://medium.com/win-the-future-avoid-disruption With this publication (and Series) […]