self-service experience principles
DESCRIPTION
In the presentation, I’ll provide you with the key principles that make a great self-service experience, alongside a number of best practice examples from different industries.TRANSCRIPT
Self-service Experience Principles
1
01/09/13
SELF-SERVICE EXPERIENCE PRINCIPLES September 2013
Mara Protano – Senior Practitioner
Self-service Experience Principles
2
01/09/13
A GREAT SELF-SERVICING EXPERIENCE:
1. Creates the perception that it is
more convenient than other
channels
2. Allows the customer to achieve
their key goals without friction
3. Instils confidence in the
customer that they can achieve
their goal on their own
Introduction
4. Provides a human and personal
touch
5. Creates delight through small,
unexpected touches
6. Carries the customer’s
information across when they
choose to switch channel or
device
3
Self-service Experience Principles 01/09/13
SELF-SERVICE
EXPERIENCE PRINCIPLE #1
Create the perception that self-servicing is more convenient than other channels
Self-service Experience Principles
4
01/09/13
Highlight benefits
— NatWest provides a clear overview of the
different channels available but highlights
the benefits of self-servicing channels
throughout
Self-service experience principle #1
Self-service Experience Principles
5
01/09/13
Prompt to self-service
— Autoglass® prompts the customer to
service online by highlighting the
convenience of doing so, in comparison
to picking up the phone
Self-service experience principle #1
Self-service Experience Principles
6
01/09/13
Offer self-service first
— MailChimp displays additional contact
options only after the customer has
consulted their online knowledge base
Self-service experience principle #1
Self-service Experience Principles
7
01/09/13
Increase available content
— Plusnet encourages self-servicing by
making all info available online and
demonstrating flexibility when the
customer asks a question
Self-service experience principle #1
Self-service Experience Principles
8
01/09/13
Alleviate hassle from other channels
— Hailo app allows customers to identify
their taxi driver and track their location
conveniently on the phone, rather than
having to call and wait for an answer
Self-service experience principle #1
Self-service Experience Principles
9
01/09/13
Alleviate hassle from other channels
— Making payments on Barclays Pingit is
quicker and more straightforward than
Internet or phone banking
Self-service experience principle #1
10
Self-service Experience Principles 01/09/13
SELF-SERVICE
EXPERIENCE PRINCIPLE #2
Allow the customer to achieve their key goals without fiction
Self-service Experience Principles
11
01/09/13
Capitalise functionality
— Searching, filtering and exploring
properties on the Rightmove app is very
intuitive and takes advantage of the
phones functionalities
Self-service experience principle #2
Self-service Experience Principles
12
01/09/13
Capitalise functionality
— Amazon allows customers to find items
by scanning their barcode, so to avoid
typing on mobile
Self-service experience principle #2
Self-service Experience Principles
13
01/09/13
Understand the context
— My Kitchen Table app allows cooks with
dirty hands to use gesture recognition
Self-service experience principle #2
Self-service Experience Principles
14
01/09/13
One-click interaction
— Bus Guru app has a one-click function to
allow customers to find the nearest bus
stop and next bus
Self-service experience principle #2
15
Self-service Experience Principles 01/09/13
SELF-SERVICE
EXPERIENCE PRINCIPLE #3
Instil confidence in the customer that they can achieve their goal on their own
Self-service Experience Principles
16
01/09/13
Educate and reassure
— Lufthansa offers customers the
possibility to try a demo of their online
and in-airport check-in functionality
Self-service experience principle #3
Self-service Experience Principles
17
01/09/13
Make the first step easy to take
— Elephant insurance call centre operators
set up self-servicing and walk the
customer through it when they buy
insurance over the phone
Self-service experience principle #3
Self-service Experience Principles
18
01/09/13
Give an overview
— PayPal provides a visual and easy-to-
understand overview of the steps needed
to use their services
Self-service experience principle #3
19
Self-service Experience Principles 01/09/13
SELF-SERVICE
EXPERIENCE PRINCIPLE #4
Provide a human and personal touch
Self-service Experience Principles
20
01/09/13
Be personable
— On the O2 website, the customer has
access to useful videos of friendly
experts explaining how to use their
mobile wallet
Self-service experience principle #4
Self-service Experience Principles
21
01/09/13
Get personal
— J.Crew personal stylist service responds
to the needs of busy customers
— All email addresses have a name, so the
customer feels like they are talking to a
person and not an automated service
Self-service experience principle #4
Self-service Experience Principles 01/09/13 Document File Name
Lego went out of their way to provide a personal touch by
digging up a discontinued set for a disappointed child who had
saved up for two years
Above and beyond
http://www.adweek.com/adfreak/lego-shocks-11-year-old-boy-
sending-him-discontinued-train-set-hed-always-wanted-145693
Self-service Experience Principles 01/09/13 Document File Name
Every day staff in the Ritz-Carlton hotel are briefed on each
guest in order to tailor the experience according to their
specific needs
Tailored service
http://beloved-brands.com/2012/10/25/ritz-carlton/
Self-service Experience Principles
24
01/09/13
Recognise the customer
— Amazon call centre staff identify the
customer ahead of the call so that they
address them by name and know about
their specific needs
Self-service experience principle #4
Self-service Experience Principles
25
01/09/13
Be friendly
— The tone of voice of first direct’s
‘Contact us’ pages is very friendly and
contributes to establish a human touch
Self-service experience principle #4
26
Self-service Experience Principles 01/09/13
SELF-SERVICE
EXPERIENCE PRINCIPLE #5
Create delight through small, unexpected touches
Self-service Experience Principles 01/09/13 Document File Name
Research shows that Autoglass® customers are pleasantly
surprised to discover the technician will vacuum their vehicle
after replacing their glass, as they do not expect it
Surprise your customer (in a good way)
http://www.u-boot.co.uk/baldockbardblog/wp-
content/uploads/2012/06/Autoglass1.jpg
Self-service Experience Principles
28
01/09/13
Trust your customer
— Ocado customers can ask for refunds on
defective goods easily online and get a
full refund with no proof needed
Self-service experience principle #5
29
Self-service Experience Principles 01/09/13
SELF-SERVICE
EXPERIENCE PRINCIPLE #6
Carry the customer’s information across when they choose to switch channel or device
Self-service Experience Principles
30
01/09/13
Make conversations count — Trailfinders advisors record in-store
conversations with customers in a central
digital system
— Any advisor talking to the same customer
(in store or on the phone) will access
those details, creating the impression of
a consistent team serving the customer
http://bpconcepts.files.wordpress.com/2010/02/trailfinders.jpg
Self-service experience principle #6
Self-service Experience Principles
31
01/09/13
Embrace multi-channel — John Lewis remembers the customer’s
favourites and previous searches across
different channels (online and mobile)
Self-service experience principle #6
Self-service Experience Principles
32
01/09/13
Provide a seamless experience — Evernote allows the customer to keep
notes on all their digital devices
— It constantly syncs between devices so
that everything is up-to-date and works
seamlessly when the customer chooses
to switch device
Self-service experience principle #6
33
Self-service Experience Principles 01/09/13
Mara Protano
Senior Practitioner
© 2013 Foolproof Limited
THANK YOU!