The Cross-Channel Experience

Presented to UX Web Summit online on September 26th, 2012 from Seattle, Washington.

No matter how many departments your organization has, to your customers, it’s all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it’s related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience. Some examples of disjointed cross-channel experiences are:

- The customer has to inform the customer service representative of what the website says about their own return policy.
- The specifications of a product online does not match the actual product a customer goes to pick up in the retail store.
- The experience of the mobile application is far superior to the experience of the standard web application or software application.
- The customer has to make three different phone calls to get their account changed because the information is stored in three separate business units.

Applying consideration for the cross-channel experience is much easier said than done. It requires a significant level of coordination and collaboration between the stakeholders, to understand not just how to optimize their particular part of the service, but to maintain that optimal and consistent experience throughout. For example, the customer service department can do a great job of correcting a problem after the fact, but they can add greater value to the product or service as a whole by collaborating with sales and product teams to prevent the issue from arising in the first place. In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.

Transcript

1. Deloitte Digital Nick Finck The Cross-Channel Experience September 26th, 2012
2. Photo credit: Jeff Croft UX Director Deloitte Digital Personal Site NickFinck.com Twitter @nickf
4. Some of our clients
5. Twitter hashtag: #xChannel
6. Definitions Methods Tools Examples Business Overview
7. 90%
8. 90% of businesses say the cross-channel experience is critical to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
9. What is cross-channel experience design anyway?
10. Cross-Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.
11. Wait, aren’t you just talking about: User Experience Design Customer Experience Design Service Design
12. YES
13. “70% of U.S. online customers research products online & purchase them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009
14. “65% of search visitors are looking for further info on something they saw via another channel.” - Andrea Resmini & Luca Rosati, “IA for Ubiquitous Ecologies”, 2007
15. “53% of mobile searches on Bing have local intent.” - Greg Sterling, Search Engine Land, November 2010
16. Three types of touchpoints
17. Static Touchpoints
18. Interactive Touchpoints
19. Human Touchpoints
20. You might think of your work in the context of a channel but your customers do not.
21. So how do we craft a good cross-channel experience?
22. Methods
23. Observe how people use it
24. Know the context of use
25. Attention to detail counts
26. Look for hacks
27. Follow the whole engagement
28. Learn the business processes
29. Understand how employees work
30. Tools
31. Audience
32. On-Stage
33. Backstage
34. Support processes and systems
35. Customer Journey Map
36. Experience Map
37. Twitter Experience Physical Evidence Line of Interaction Onstage Contact Person Backstage Contact Person User Actions Support Processes Line of Visibility Line of Internal Interaction Publish blog post ExpressionEngine Clicks on link Tweet Comments on post Blog Post Post to Twitter Comment Form Twitter Profile Review, edit, & approve blog post Responds to comment Reads blog post CoTweet Follows on Twitter @Replies to Tweet Tweet Respond to @Reply ExpressionEngine Review, edit, & approve comment reply Visits Website URL on Twitter profile DMs over Twitter DM button on Twitter Profile Respond to DM CoTweet Review, edit, & approve responce Analyze followers Analyze web logs Metricly Metricly & Google Analytics CoTweet Review, edit, & approve responce Service Blueprint
38. Examples
40. I needed a lift to the airport
41. I decided to use Uber
42. My location is inherent in the mobile app
43. In 8 minutes a car pulled up
44. Payments are automated & you can rate the driver
45. Receipt is emailed
46. I can track my trips online
47. Web - Account creation, trip history Mobile - Request car, rate driver, tracking, phone verification Environment - The towncar Email - Receipt, follow-up Staff - The driver, customer support Touchpoints
49. I wanted to get a mountain bike
50. So I researched them online
51. I wanted to try them out in-person
52. They had many mountain bikes
53. ...and places to test them!
54. Photo credit: Hien Nguyen Web - Product research, check inventory locations Product - The bikes Staff - Subject matter expert, sales support Environment - Retail store, test trails Touchpoints
55. Business
56. BUSINESS
57. Not everyone’s boss is Michael Scott
58. ...they are more like David Wallace.
59. “We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein
60. We must break down the silos
61. We must cross-pollinate
62. We must work more like a hive
63. ...with a unified vision.
64. Deloitte Digital Nick Finck Thank you.
65. Questions? Deloitte Digital Nick Finck
66. Employer Site: DeloitteDigital.com Personal Site: NickFinck.com Email: nfinck@deloitte.com Twitter: @nickf Reach-out to me