The Cross-Channel Experience - Live from Seattle

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Presented by NICK FINCK THE CROSS-CHANNEL EXPERIENCE Live from Seattle

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ABOUT ME Photo by Jeff Croft - http://bit.ly/g0hPil UX Architect Übermind Personal Site NickFinck.com Twitter @nickf Nominated Seattle’s sexiest geek

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Twitter hashtag: #xChannel

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OVERVIEW Definitions Methods Tools Examples Business Q&A

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90%

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

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WHAT IS CROSS-CHANNEL EXPERIENCE DESIGN?

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Cross-Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.

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Wait! Aren’t you just talking about: User Experience Design? Customer Experience Design? Service Design?

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YES

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“70% of U.S. online customers research products online & purchase them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009

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“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

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“53% of mobile searches on Bing have local intent.” - Greg Sterling, Search Engine Land, November 2010

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THREE TYPES OF TOUCHPOINTS

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STATIC TOUCHPOINTS

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INTERACTIVE TOUCHPOINTS

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HUMAN TOUCHPOINTS

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You might think of your work in the context of a channel but your customers do not.

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So how do we craft a good cross-channel experience?

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METHODS

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OBSERVE HOW PEOPLE USE IT

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KNOW THE CONTEXT OF USE

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ATTENTION TO DETAIL COUNTS

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LOOK FOR HACKS

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FOLLOW THE WHOLE ENGAGEMENT

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LEARN THE BUSINESS PROCESSES

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UNDERSTAND HOW EMPLOYEES WORK

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TOOLS

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AUDIENCE

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ON STAGE

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BACKSTAGE

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SUPPORT PROCESSES & SYSTEMS

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CUSTOMER JOURNEY MAP

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EXPERIENCE MAP

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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

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SOME EXAMPLES

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Uber Car

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SO I NEEDED A LIFT TO THE AIRPORT

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I DECIDED TO USE UBER CAR

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MY LOCATION IS INHERENT IN MOBILE APP

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IN 8 MINUTES I HAD A CAR

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PAYMENTS ARE AUTOMATED

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RECEIPT IS EMAILED

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I CAN TRACK MY TRIPS ONLINE

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CROSS-CHANNEL TOUCHPOINTS Web Mobile Service Environment Email

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I WANTED TO GET A MOUNTAIN BIKE

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SO I RESEARCHED THEM ONLINE

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I WANTED TO TEST THEM IN PERSON

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Photo by Hien Nguyen - I HEADED TO THE STORE

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THEY HAD MANY MOUNTAIN BIKES

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…AND A PLACE TO TEST THEM!

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CROSS-CHANNEL TOUCHPOINTS Web Retail Product Sales Support Environment

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I WANTED TO WATCH GAME OF THRONES…

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NO WAY TO ADD HBO VIA THE WEB

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SO I WENT TO TWITTER…

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HBO WAS ADDED IN NO TIME

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…AND THEN, LIKE MAGIC, I HAD HBO.

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

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BUSINESS

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NOT EVERYONE’S BOSS IS MICHAEL SCOTT

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…THEY ARE MORE LIKE DAVID WALLACE.

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“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein

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WE MUST BREAK DOWN THE SILOS

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WE MUST CROSS-POLLENATE

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WE MUST WORK MORE LIKE A HIVE

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…WITH A UNIFIED VISION

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THANK YOU!

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QUESTIONS

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FOLLOW-UP QUESTIONS Consulting: Ubermind.com Personal: NickFinck.com Email: [email protected] Twitter: @nickf