The Cross-Channel Experience

Eb6ed5a43c9e971755ad26256fd3c954?s=47 Nick Finck
September 14, 2011

The Cross-Channel Experience

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.

Eb6ed5a43c9e971755ad26256fd3c954?s=128

Nick Finck

September 14, 2011
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Transcript

  1. Presented by NICK FINCK THE CROSS-CHANNEL EXPERIENCE

  2. ABOUT ME Photo by Jeff Croft - http://bit.ly/g0hPil UX Architect

    Übermind Personal Site NickFinck.com Twitter @nickf Nominated Seattle’s sexiest geek
  3. Twitter hashtag: #xChannel

  4. OVERVIEW Definitions Methods Tools Examples Business Q&A

  5. 90%

  6. 90% of businesses say the cross-channel experience is critical to

    their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
  7. WHAT IS CROSS-CHANNEL EXPERIENCE DESIGN?

  8. Cross-Channel Experience Design is the process of designing for all

    the touchpoints a person has with a business regardless of channel.
  9. Wait! Aren’t you just talking about: User Experience Design? Customer

    Experience Design? Service Design?
  10. YES

  11. “70% of U.S. online customers research products online & purchase

    them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009
  12. “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
  13. “53% of mobile searches on Bing have local intent.” -

    Greg Sterling, Search Engine Land, November 2010
  14. THREE TYPES OF TOUCHPOINTS

  15. STATIC TOUCHPOINTS

  16. INTERACTIVE TOUCHPOINTS

  17. HUMAN TOUCHPOINTS

  18. You might think of your work in the context of

    a channel but your customers do not.
  19. So how do we craft a good cross-channel experience?

  20. METHODS

  21. OBSERVE HOW PEOPLE USE IT

  22. KNOW THE CONTEXT OF USE

  23. ATTENTION TO DETAIL COUNTS

  24. LOOK FOR HACKS

  25. FOLLOW THE WHOLE ENGAGEMENT

  26. LEARN THE BUSINESS PROCESSES

  27. UNDERSTAND HOW EMPLOYEES WORK

  28. TOOLS

  29. AUDIENCE

  30. ON STAGE

  31. BACKSTAGE

  32. SUPPORT PROCESSES & SYSTEMS

  33. CUSTOMER JOURNEY MAP

  34. EXPERIENCE MAP

  35. SERVICE BLUEPRINT 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
  36. SOME EXAMPLES

  37. None
  38. ADD A DVD TO MY QUEUE ON THE WEBSITE

  39. TOLD ME WHEN TO EXPECT THE DVD

  40. DVDS ARRIVES IN THE MAIL

  41. IF SOMETHING GOES WRONG...

  42. CONFIRMED WHEN IT WAS RECEIVED

  43. STREAM MOVIES ON MY LAPTOP

  44. I CAN RESUME THE MOVIE ON THE WEB

  45. …OR THROUGH THE APP

  46. …ON SMARTPHONE, CONSOLE, OR TV.

  47. THEY ASKED ME ABOUT MY EXPERIENCE

  48. AND COMPENSATED ME, IF NEEDED

  49. TELL THEM WHEN SOMETHING IS WRONG

  50. CROSS-CHANNEL TOUCHPOINTS Web Email Packaging Product Streaming Media Mobile

  51. None
  52. I WANTED TO GET A MOUNTAIN BIKE

  53. SO I RESEARCHED THEM ONLINE

  54. I WANTED TO TEST THEM IN PERSON

  55. Photo by Hien Nguyen - I HEADED TO THE STORE

  56. THEY HAD MANY MOUNTAIN BIKES

  57. …AND A PLACE TO TEST THEM!

  58. CROSS-CHANNEL TOUCHPOINTS Web Retail Product Sales Support Environment

  59. None
  60. I WANTED TO WATCH GAME OF THRONES…

  61. NO WAY TO ADD HBO VIA THE WEB

  62. SO I WENT TO TWITTER…

  63. HBO WAS ADDED IN NO TIME

  64. …AND THEN, LIKE MAGIC, I HAD HBO.

  65. CROSS-CHANNEL TOUCHPOINTS Web Click-To-Chat Social Media Broadcast Media

  66. BUSINESS

  67. NOT EVERYONE’S BOSS IS MICHAEL SCOTT

  68. …THEY ARE MORE LIKE DAVID WALLACE.

  69. “We can't solve problems by using the same kind of

    thinking we used when we created them.” - Albert Einstein
  70. WE MUST BREAK DOWN THE SILOS

  71. WE MUST CROSS-POLLENATE

  72. WE MUST WORK MORE LIKE A HIVE

  73. …WITH A UNIFIED VISION

  74. THANK YOU!

  75. QUESTIONS

  76. FOLLOW-UP QUESTIONS Consulting: Ubermind.com Personal: NickFinck.com Email: nfinck@ubermind.com Twitter: @nickf