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.

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
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
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
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