The Three Pillars of the Customer Journey
Level 11 is the only company in the world to successfully design, build and deploy projects of the magnitude and complexity of Walt Disney World’s MagicBand, Starbucks’ Mobile Order & Pay, and Carnival’s Medallion.
The success of our approach is a re-think to the conventional “Smart Space” mindset; shifting from Smart Space as “building automation” to one of improving the entire user journey, interacting with them before they enter a space and following up on how they remember their experience afterwards. These spaces then become enlightened environments, existing at the intersection of technology and experience design.
With this new context, think of our successful projects as being about people and objects in spaces on a journey that actually begins way before they enter the space. Level 11 is expert at uplifting the customer experience to extend our offer to most environments. This includes travel, transportation, hospitality, retail, healthcare, sports and entertainment, and even industrial.
Under this definition, the typical Smart Space environment is comprised of an overarching experience (could be a guest, a customer, a traveler (etc.) or employee, associate, crew member (etc.), sitting on top of a set of conjoined experiences. See image below for a hospitality example.
To address the desire for brands to create experiences in this context, Level 11 has an experience management platform comprised of application accelerators, upon which all these experiences are built and delivered. The platform consists of a set of building blocks; which, when individual components are lit up and combined, create unique experiences.
In the decomposition below for a Level 11 powered Location Finder experience it breaks out to Pre-Order, WayFinding, Signage and a Mobile app. By combining several accelerator components, Level 11 can create a complete customer use case. Now if you layer on our work in understanding customer experience ROI, we can define and estimate the potential benefits from the experience improvement; providing for experiential, pragmatic and quantifiable results.
The fact these use cases are unique, yet sit on a platform, is part of our value proposition. Most solutions today deal with specific use cases (parking, POS, eCommerce…), but do not offer the scalability, extensibility and the unified user experience of our solutions.
The components of our solutions, generally fit within these three pillars:
1. Contextual awareness of people and objects in spaces: Understanding a user’s (or object’s) environment and surroundings.
It’s not only about knowing someone’s location or where they are on a map. Google Maps can do this. It’s about understanding the person’s context and mood, at the moment they are in it.
Have they been here before? What are the things/services/experiences around them? How might the person benefit from these surroundings? What do they know and not know about their environment? What people are around them and what benefit might they gain from this proximity and their relationship? Why are they here?
By having this contextual understanding, we can deliver experiences and services in the moment, with technology hidden invisibily in the background, and without prompting.
Keeping technology invisible in the background is a key piece of the experience. Despite people’s dependence on tech, they fear becoming addicted, or being watched. Hospitality companies want their associates to be “heads up” when dealing with guests. Consumers worry about “big brother” and about the creepiness of being “watched” by companies. Because Level 11’s solutions are user-centered, our focus is not on the technology, but on the enhanced experience it provides. Level 11 does this by being design-led, and ensuring our solutions are present—but also contextually relevant and personalized—in the moment.
2. Understanding the user journey: Where someone (or a thing) is in relation to the context of their journey.
This extends the “in the moment” contextual awareness to the bigger picture context, or “journey” of the person. Where are they going? Where have they been? What choices have they made? What plans do they have, and what gaps exist in their journey? Do they have an itinerary and/or agenda? Where did their journey begin, and does it have an end (“home to home”, versus “morning to night”, or something else)? Who did they take this journey with, and who did they meet along the way?
Knowing the journey and where someone is within this journey, allows us to plan, deliver and enhance experiences… again, with technology in the background and without prompting.
Take the same air travel example above, and consider the X axis as a set of specific “in the moment” use cases, and the Y axis as the overall journey. This illustrates the fact that at any point during the Journey there exists a use case Level 11 could develop and deploy, whether alone or in conjunction with others. This could be the starting point for a workshop, or the extension of a current engagement.
In both the context and the journey use cases, Level 11 will gather user data — the amount of which has a direct relationship to the quality and effectiveness of the experiences delivered to the user.
It’s well documented that consumer data is very personal, and the right to have it and use it needs to be earned. Through contextual awareness and an understanding of the user journey, Level 11 can unlock experiences which can truly be both curated and personalized. This creates an environment where consumers are more open and willing to give up data – thus creating more opportunities for personalization.
This results in a continuous loop which is beneficial to both brands and consumers.
3. Feedback and recommendations. What do you do once you have all this data?
Business Intelligence and data analytics are also critical to unlocking contextual awareness and elevating the journey into a “next level” Customer Experience. By gathering feedback, both implicit and explicit, through our suite of solutions, Level 11 can (among other things):
Add recommendations and predictive intelligence
Layer in a previously unattainable level of automation
Create a Customer Experience Index (CXI), which can gauge mood “in the moment”
Everyone providing goods and services wants to learn more about their users. In fact, everyone typically wants to know more about these users. In Level 11’s solutions, everything a user does generates an event, which is hydrated with useful context and processed in real-time. Events are then pushed to a data lake to allow for later visualization and analysis, whether it’s within our suite of solutions or via a 3rd party system of record.
Level 11’s role is typically to act as the technologists for our clients. By leveraging the three pillars above, we use our understanding and learnings to deliver the right personalized and curated experience, at the right time and in the right way, through technology.