The Cross-Channel Experience - InfoPresse 2013

Presented at the InfoPresse on October 16th, 2013 in Montreal, Canada.

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. Designing for the entire engagement October 16th, 2013 The Cross-Channel Experience presented by nick finck
2. Who the heck?
3. Photo credit: Jeff Croft Director of UX projekt202 Personal Site NickFinck.com Twitter @nickf Notable UX toreador
4. we make software make sense.
5. 100+ designers, technologists, researchers, & strategists 3 studios + 5 satellite offices Denver Austin Seattle Berlin Dallas Denmark Los Angeles Philadelphia
6. Some of our clients
7. #xChannel
8. Overview • Definitions • Methods • Tools • Examples • Business
9. 90%
10. 90% of businesses say the cross-channel experience is critical to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
11. 90% of businesses say the cross-channel experience is critical to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
12. What is it anyway?
13. Cross-Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.
14. Wait, aren’t you just talking about: • User Experience Design • Customer Experience Design • Service Design
15. YES
16. “70% of U.S. online customers research products online & purchase them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009
17. “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
18. “53% of mobile searches on Bing have local intent.” - Greg Sterling, Search Engine Land, November 2010
19. Three types of touchpoints
20. Static touchpoints
21. Interactive touchpoints
22. Human touchpoints
23. You might think of your work in the context of a channel but your customers do not.
24. So how do we craft a good cross-channel experience?
25. Methods
26. Observe how people use it
27. Know the context of use
28. Attention to detail counts
29. Look for hacks
30. Follow the whole engagement
31. Learn the business process
32. Understand how employees work
33. Tools
34. Audience
35. Onstage
36. Backstage
37. Support processes and systems
38. Customer Journey Map
39. Experience Map
40. Service Blueprint
41. Two Examples
43. I needed a lift to the airport
44. I decided to use Uber
45. My location is inherent in the mobile app
46. In 8 minutes a car pulled up
47. Payments are automated & you can rate the driver
48. Receipt is emailed
49. I can track my trips online
50. • 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
52. I wanted to get a mountain bike
53. So I researched them online
54. I wanted to try them out in-person
55. They had many mountain bikes
56. ...and places to test them!
57. 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
58. Business
59. Not everyone’s boss is David Brent
60. ...they are more like Neil Godwin.
61. “We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein
62. We must break down the silos
63. We must cross-pollinate
64. We must work more like a hive
65. ...with a unified vision.
66. Thank you.
67. Questions?
68. • Employer Site: projekt202.com • Personal Site: NickFinck.com • Email: nickfinck@gmail.com • Twitter: @nickf Contact me