customer service delivery master presentation
DESCRIPTION
Slides from the Engage Business Network seminar on "Customer Service Delivery".TRANSCRIPT
Customer Service DeliveryThursday 2nd February 2012Burroughs Room – The Wellcome Trust183 Euston RoadLondonNW1 2BE
Welcome
Ian RutterSenior Manager
Engage Business Network
What is the Engage Business Network
• Break down some of the barriers and misconceptions that prevent the corporate world from fully exploring the market that is the over-50 consumer.
• Foster the best in inclusive design across a wide range of products and services, and to help promote these products and services to the over 50s market, thereby improving the quality of life for the ageing population.
• By helping business to understand fully the complexities of the ageing population, we hope that we can help to open up new routes to market.
• Think “Customer” rather than “Age”
• Play a crucial role in stimulating and sharing good practice.
New Members
Kohler-MiraBTATOCDignity Caring Funeral ServicesPanasonic
Our Speakers
Jo Moran
Moira Clark
Nicola Millard
Agenda
13:30 Registration14:00 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network
Speakers
14:10 Jo Moran – Head of Customer Service, Retail Communication and Activity and Staffing,Marks & Spencer
14:45 Professor Moira Clark - Head of Marketing and Reputation, Director of The Henley Centre for Customer Management, Henley Business School, Reading University
15:20 Break and refreshments
15:40 Dr Nicola Millard – Customer Experience Futurologist, BT
16:15 Questions and debate
16:30 Drinks and networking
17:15 Close
Customer Service & Your Brand: The Key Ingredient
Jo Moran – Head of Customer Service, Marks & Spencer
What is a brand?
“... Name, term, design, symbol, or any other feature that identifies one
seller’s good or service as distinct from those of other sellers...”
American Marketing Association
Service & The M&S Brand
“A brand isn’t what you say it is,
it’s what Google says it is”Chris Anderson,
The Long Tail
The customer voice… it’s loud and it’s out there!
SALECUSTOMER: I went to your xxxx store last week, it was like a jumble sale rails and rails of tat! Even one of the staff commented about it, good idea to send it to the charity shops.
CUSTOMER: Just been in xxxx - hardly anything in the sale - at least, not anything I wanted. :(
HOW WILL YOU BE CELEBRATING NYECUSTOMER: Would have been celebrating with a few more crisps & dips, but M&S xxxx decided to shut their doors 20 minutes early.
CHRISTMASCUSTOMER: I tried 4 branches in west London for bread sauce and couldn't get any. In the largest branch at xxxx the customerService was awful. When I asked if there would be any in today the response was ' I don't know' , no effort made to ask someone else or at least ask meHave spent a small fortune on M&S as I always do at this time of year, will go straight to waitrose next year!
What do customers expect from us?
Changing expectations
Service is the KEY ingredient
Customer Experience
Product
Environment Service
Engagement matters.
Making a connectionMaking a connectionAdding Value Adding Value
EmployeeEmployeeSatisfactionSatisfaction
EmployeeEmployeeLoyaltyLoyalty BusinessBusiness
PerformancePerformance
InvestingInvestingYour Time Your Time
Customer Customer SatisfactionSatisfaction
CustomerCustomerLoyaltyLoyalty
Creating a Service Model...
WHAT I’M LIKEAND
WHY I’M HERE
WHAT I KNOW
WHAT I DO
MOST
MORE
LESS
Customer
DELIGHT
WELL-OILED MACHINE
The customer view....
1st Position
You & Your Role
Your KnowledgeYour Experience
2nd Position
Your Customer
Their FeelingsTheir Needs
3rd Position
Your M&S
Future SalesBrand Reputation
Alison McCormack - Group Head of Digital, Age UK
Seema Jain – Research Assistant, Brunel University
Website usability with older people
Seema JainResearch Assistant, Brunel UniversityMultimedia Designer, Age UK
Contents Overview
The study’s motivation
Site map examples and definition
Navigational tools & strategies
User testing
Findings
Conclusions
References
Introduction
A study to find out if site maps can help the usability of websites
The motivation was to understand users’ behaviour when searching online and identify how usability tools, for example site maps, can be improved to support browsing
Site Map examples
Nav
igat
iona
l Too
ls
The Study
Website testing45 UK websites were tested against inclusive guidelines for website and site map design 3 different kinds of site were tested; information-based, transaction-based or content-based
User testing3 websites were tested;
John Lewis (Transaction-based)NHS Direct (Information-based)ITV (Content-based)
Study Conditions
+ +
?+
Condition 3
Condition 1 Condition 2
The Participants
37 participants who have had some experience with the internet.
Age ranged from 60 to 86 years old
Female 28
Male 9
Different range of aptitudes for using the internet.
Tra
nsac
tion
-bas
ed
John
Lew
is
Tra
nsac
tion
-bas
ed
John
Lew
is
17Sale quick
link
14Mainmenu
6Search
field
Tra
nsac
tion
-bas
ed
John
Lew
is
Info
rmat
ion-
base
d N
HS
Dir
ect
Info
rmat
ion-
base
d N
HS
Dir
ect
24Mainmenu
9Search Field
4Foote
r menu In
form
atio
n-ba
sed
NH
S D
irec
t
Con
tent
-bas
ed
ITV
Con
tent
-bas
ed
ITV
18Quick links
9Main menu
3TV
shows menu
3Footer menu
4Search Field
Con
tent
-bas
ed
ITV
Findings
Task Completion
John Lewis NHS Direct ITV
PC 53.9% 66% 83.3%
PC + Site Map 57.1% 66% 90.9%
User’s Preference 60% 92.3% 92.8%
Average time (mins) and average clicks
John Lewis NHS Direct ITV
Time Clicks Time Clicks Time Clicks
PC 3.07 7.5 2.28 5.5 1.20 2.9
PC + Site Map 2.46 5 1.28 2.3 2.44 4.7
User’s Preference 5.04 10 2.39 7.25 1.49 4.2
Overall Findings
Task completion Average time taken
(mins)Average clicks
PC 67.6% 2.18 5.3
PC + Site Map 71.3% 2.06 4
User’s Preference 81.7% 2.97 7.15
Findings: participants
Navigation methods•Hunting for information
•Position of information•Main menu as popular tool
How aptitude effects usability•A low aptitude for the internet does not necessarily translate to task failure•Older people with a low aptitude still demonstrate the ability to learn
Feedback: site maps
•There was a significant improvement in task completion between the condition with a PC only and one with a site map.
•It is helpful only if it is appropriately designed
•The user’s experience with site maps is also notable. They said;‘too cluttered and the text is too small to read’
‘too long a list to read through’‘I have never heard of a site map before’ ‘it should have had better headings’‘don’t see a difference between using this or a normal menu’
Conclusions
Older users have the ability and interest in learning.important as the success of finding it.
Site maps can increase the success rate of finding information but not the user satisfaction.
In order to cater for those with lower aptitudes, a more direct route to the information is required.
Thank You !
References
Aptitude REDISH, G, D, CHISNELL. (2004). Designing Web Sites for Older Adults:A Review of Recent Research. AARP older wiser wired. [online]. Available from: www.aarp.org
CHISNELL, D.A. J.C. REDISH, A. LEE (2006). New Heuristics for Understanding Older Adults as Web Users. Journal of Applied Research; Communication [online]. Available from: http://www.ingentaconnect.com/content/stc/tc/2006/00000053/00000001/art00006
Online Usability TEDESCO, D. , A. SCHADE, K. PERNICE and J NIELSEN (2008). Site Map Usability: 47 Design Guidelines Based on Usability Studies with People Using Site Maps [online]. Available from: http://www.nngroup.com/reports/sitemaps/
CHADWICK-DIAS, A. D, TEDESCO. T, TULLIS (2004). Older Adults and Web Usability: Is Web Experience the Same as Web Expertise? Fidelity Center for Applied Technology, Human Interface Design [online]. Available at: http://dl.acm.org/citation.cfm?id=986072
NIELSEN, J. Designing Web Usability [Book]. New Riders Publishing, Indianapolis. 1999
Kelly Harrison - Web and Digital Marketing Manager, RNIB
Our web programme
Kelly Harrison
Web and Digital Marketing Manager
Royal National Institute of Blind People (RNIB)
Me and Us!
RNIB working to support almost 2 million blind and partially sighted people in the UK @ RNIB for over 3 years
http://www.rnib.org.uk
<http://uk.linkedin.com/in/kellyjharrison
Senior user on web programme for RNIB
What did we do?
Created a new intranet, website and shop for RNIB using an accessible version of SharePoint 2007.
Objectives of programme
Better user experience
Flexible platform
Consolidate and join up functionality
Refresh the design
Front and back end accessibility!
Why we chose SharePoint
Microsoft houseOffice integration
Breadth of functionality availableBlogs, Wikis, Calendars, Document Management, Collaborative Tools
Strategic decision – single platformWebsite, Intranet, e-Commerce
Prep
User stories
Information architecture of navigation
Design
Challenges
Web Standards
New supplier/Agile
Technical Challenges + stakeholders
Training
Content Migration
Timescales + stakeholders
Testing and focus groups
Internal expertise
Online surveys
Internal focus groups
UAT from web and digital marketing team, developers and WAC
External testing
External feedback
End results - positiveWebsite and intranet live on time
E-commerce short delay
Universally good feedback
Accessible both front and back end
More flexible
More money in donations
Better user experience
Useful linksEqualities Acthttp://www.legislation.gov.uk/ukpga/2010/15/contents
WAI WCAG overview
http://www.w3.org/WAI/intro/wcag.php#version
W3C WCAG 2.0 Guidelines
http://www.w3.org/TR/WCAG/
WAI ARIA primer
http://www.w3.org/TR/wai-aria-primer/
RNIB “Surf Right” guidancehttp://www.rnib.org.uk/professionals/webaccessibility/services/siteaudits
RNIB - Web access consultancyhttp://www.rnib.org.uk/professionals/webaccessibility/Pages/web_accessibility.aspx
WAVEhttp://wave.webaim.org/
Bunnyfoothttp://www.bunnyfoot.com/
Talia Findlay - Digital Marketing Manager, Apetito
Wiltshire Farm Foods
1. Introduction to Wiltshire Farm Foods
2. Understanding our Audience
3. Barriers to Overcome
4. Test, Learn, Refine
About Wiltshire Farm Foods
Our Audience
Vision
Motor Skills
Confidence
Confidence
Test, Refine, Learn
Test, Refine, Learn
Key Growth Channel
80% of online orders are placed by end consumers
20% are placed by influencers
13% of total retail sales
20% growth