the cross channel experience - uxlx
DESCRIPTION
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
Who is using your system? We know them. Evidence Driven Design
The Cross-‐Channel Experience Presented by Nick Finck
About Me
Photo by Jeff Cro< -‐ h>p://bit.ly/g0hPil
User Experience Evangelist Blink InteracHve Personal Site NickFinck.com
Twi9er @nickf Nominated Sea>le’s sexiest geek
Twi9er hashtag: #xChannel
UX Lx is the best user experience conference in the world.
Folks, brace yourselves, today is going to be full of Awesome.
Overview
1) DefiniHons 2) Methods 3) Tools 4) Examples 5) Q&A
90%
90% of businesses say the cross-‐channel experience is criMcal to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
What is cross-‐channel experience design?
Cross-‐Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.
Wait! Aren’t you just talking about… -‐ User Experience Design? -‐ Customer Experience Design? -‐ Service Design?
YES
“70% of US online customers research products online & purchase them offline.” -‐ Forrester, “Profiling The MulHchannel Customer”, July 2009
65% of search visitors are looking for further info on something they saw via another channel. -‐ Andrea Resmini & Luca RosaH, “IA for Ubiquitous Ecologies”, 2007
“53% of mobile searches on Bing have local intent.” -‐ Greg Sterling, Search Engine Land, November 2010
3 Types of Touchpoints
StaHc Touchpoints
InteracHve Touchpoints
Human Touchpoints
You might think of your work in the context of a channel but your customers do not.
So how do we cra_ a good cross-‐channel experience?
Methods
Observe how people use it
Know the context of use
A>enHon to detail counts
Look for hacks
Follow the whole engagement
Learn the business processes
Understand how employees work
Tools
Audience
On Stage
Backstage
Support Processes & Systems
Customer Journey Map
Experience Map
Service Blueprint Twitter ExperiencePhysicalEvidence
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 AnalyticsCoTweet
Review, edit, & approve responce
Some Examples
Add a DVD to my queue on the website
Told me when to expect the DVD
DVDs arrives in the mail
…and I can tell them when something went wrong
Confirmed when they received the DVD
I can also stream movies on my Laptop
I can resume the movie on the web
…or through the app
…on Xbox, tablet, smartphone, laptop, or TV.
Asked me how my experience was a<erwards
Compensated me when something went wrong
…and I can tell them when something went wrong
Cross-‐Channel touchpoints
1) Web 2) Email 3) Packaging 4) Product 5) Streaming Media 6) Mobile
I wanted to get a mountain bike
So I researched them online
I wanted to test them in person
Photo by Hien Nguyen -‐ h>p://bit.ly/ekeNdN
I headed to the store
They had many mountain bikes
…and a place to test them!
Cross-‐Channel touchpoints
1) Web 2) Retail 3) Product 4) Sales Support 5) Environment
So I wanted to watch Game of Thrones…
There is no way to add HBO on the web
So I went to Twi>er…
HBO was added in no Hme
…and then, like magic, I had HBO.
Cross-‐Channel touchpoints
1) Web 2) Click-‐To-‐Chat 3) Social Media 4) Broadcast Media
Business
Not everyone’s boss is David Brent
…They are more like Neil Godwin.
“We can't solve problems by using the same kind of thinking we used when we created them.” -‐ Albert Einstein
We must break down the silos.
We must cross-‐pollenate
We must work more like a hive
…with a unified vision of what we’re trying to do.
Thank You
QuesMons
Follow-‐up quesHons
• ConsulHng: BlinkInteracHve.com • Personal: NickFinck.com • Email: [email protected] • Twi>er: @nickf