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The Cross-Channel Experience - InfoPresse 2013

Nick Finck
October 16, 2013

The Cross-Channel Experience - InfoPresse 2013

Presented at the InfoPresse on October 16th, 2013 in Montreal, Canada.

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.

Nick Finck

October 16, 2013

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  1. Designing for the entire engagement October 16th, 2013 The Cross-Channel

    Experience presented by nick finck
  2. Who the heck?

  3. Photo credit: Jeff Croft Director of UX projekt202 Personal Site

    NickFinck.com Twitter @nickf Notable UX toreador
  4. we make software make sense.

  5. 100+ designers, technologists, researchers, & strategists 3 studios + 5

    satellite offices Denver Austin Seattle Berlin Dallas Denmark Los Angeles Philadelphia
  6. Some of our clients

  7. #xChannel

  8. Overview • Definitions • Methods • Tools • Examples •

  9. 90%

  10. 90% of businesses say the cross-channel experience is critical to

    their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
  11. 90% of businesses say the cross-channel experience is critical to

    their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
  12. What is it anyway?

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

    the touchpoints a person has with a business regardless of channel.
  14. Wait, aren’t you just talking about: • User Experience Design

    • Customer Experience Design • Service Design
  15. YES

  16. “70% of U.S. online customers research products online & purchase

    them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009
  17. “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
  18. “53% of mobile searches on Bing have local intent.” -

    Greg Sterling, Search Engine Land, November 2010
  19. Three types of touchpoints

  20. Static touchpoints

  21. Interactive touchpoints

  22. Human touchpoints

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

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

  25. Methods

  26. Observe how people use it

  27. Know the context of use

  28. Attention to detail counts

  29. Look for hacks

  30. Follow the whole engagement

  31. Learn the business process

  32. Understand how employees work

  33. Tools

  34. Audience

  35. Onstage

  36. Backstage

  37. Support processes and systems

  38. Customer Journey Map

  39. Experience Map

  40. Service Blueprint

  41. Two Examples

  42. None
  43. I needed a lift to the airport

  44. I decided to use Uber

  45. My location is inherent in the mobile app

  46. In 8 minutes a car pulled up

  47. Payments are automated & you can rate the driver

  48. Receipt is emailed

  49. I can track my trips online

  50. • Web - Account creation, trip history • Mobile -

    Request car, rate driver, tracking, phone verification • Environment - The towncar • Email - Receipt, follow-up • Staff - The driver, customer support Touchpoints
  51. None
  52. I wanted to get a mountain bike

  53. So I researched them online

  54. I wanted to try them out in-person

  55. They had many mountain bikes

  56. ...and places to test them!

  57. Photo credit: Hien Nguyen • Web - Product research, check

    inventory locations • Product - The bikes • Staff - Subject matter expert, sales support • Environment - Retail store, test trails Touchpoints
  58. Business

  59. Not everyone’s boss is David Brent

  60. ...they are more like Neil Godwin.

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

    thinking we used when we created them.” - Albert Einstein
  62. We must break down the silos

  63. We must cross-pollinate

  64. We must work more like a hive

  65. ...with a unified vision.

  66. Thank you.

  67. Questions?

  68. • Employer Site: projekt202.com • Personal Site: NickFinck.com • Email:

    nickfi[email protected] • Twitter: @nickf Contact me