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Deloitte Digital Nick Finck The Cross-Channel Experience September 26th, 2012

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Photo credit: Jeff Croft UX Director Deloitte Digital Personal Site NickFinck.com Twitter @nickf

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Some of our clients

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Twitter hashtag: #xChannel

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Definitions Methods Tools Examples Business Overview

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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 anyway?

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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 and systems

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Customer Journey Map

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Experience Map

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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 Service Blueprint

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Examples

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I needed a lift to the airport

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I decided to use Uber

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My location is inherent in the mobile app

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In 8 minutes a car pulled up

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Payments are automated & you can rate the driver

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Receipt is emailed

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I can track my trips online

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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

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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 try them out in-person

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They had many mountain bikes

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...and places to test them!

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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

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Business

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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-pollinate

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We must work more like a hive

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...with a unified vision.

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Deloitte Digital Nick Finck Thank you.

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Questions? Deloitte Digital Nick Finck

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Employer Site: DeloitteDigital.com Personal Site: NickFinck.com Email: nfinck@deloitte.com Twitter: @nickf Reach-out to me