ICON Webinar: How to qualitatively understand your clients

In the third Deliberat/ICON webinar we will start to explore how to go about deeply understanding your clients using qualitative techniques such as ethnographic style interviews. This is the heart of truly great client experience - really understanding what is going on i.e. moving beyond assumptions and acquiring useful knowledge of the current state. 

We will be discussing how to develop a working set of hypothesis - crucial for focusing your efforts - and techniques to test your assumptions whilst actively seeking to discover new knowledge. This will form the foundation of your future design efforts and ensure you go about fixing root cause problems, without getting distracted by superficial symptoms. 

Presenter details:

Matt Johns
As a qualified former under cover officer, Matt has spent a long time understanding what drives human behaviour. Matt uses his unique experience in the police and as the Acting Chief Strategy Officer at Deloitte to help firms develop a deep understanding of the experience they are currently creating for their customers.

Matt believes the experience your organisation creates for your customers is one of the most powerful competitive advantages you can develop. Yet too many businesses are leaving this to chance and in many cases barely doing enough to keep up with their competition. Together with you, he seeks to understand how they truly feel and think, not just what they are prepared to say.

From this base, he works with you to visualize the end to end experience by tracking the emotive journey of the customer and identifying opportunities to transform the experience. He guides you through a process of targeted ideation to design new, compelling experiences, including robust testing to ensure each new idea will have the desired impact. Ultimately, his goal is to help you design deliberate experiences for your customers that will create true competitive advantage.

Event details: