Designing a Cohesive Customer Experience<br />Elizabeth Rosenzweig – Bentley University<br />Scott Gunter – Usability Scie...
About Us<br />Scott Gunter<br />VP of User Experience at Usability Sciences<br />Over 13 years as usability / user experie...
Today’s Talk<br />Introduction<br />Touch points and the User Experience<br />Research<br />Virtual Ethnography<br />Some ...
Setting the stage<br />Your company has continued to expanded its market presence by adding a…<br />Facebook page<br />Mob...
Touch points<br />Is the experience across each of these new touch points consistent?  <br />What about with the existing ...
“You recently moved into a new apartment and would like to purchase a reasonably priced leather sofa.”<br />
Customer Journey<br />Was the experience consistent across each touch point?<br />Was trust being built along the way?<br ...
 Multichannel Customer Experienceby Consultancy, November 2010<br /><ul><li>49% of company respondents say a joined-up mul...
41% say multichannel UX is quite important.
68%recognize a strong link between long-term business performance and customer experience.</li></li></ul><li>Multichannel ...
9% surveyed have no strategy for improving the customer experience.
38% report that ownership of the multichannel customer experience lies within a combination of different departments.</li>...
Cross-Channel Experiences in Retailhttp://pervasiveia.com/blog/cross-channel-retailing<br />83% of consumers prefer retail...
The Cross-Channel Experience, Slide Share Presentation by Nick Finck<br />3 Types of Touch points<br /><ul><li>Static Touc...
Interactive Touch points
Human Touch points</li></li></ul><li>Cross Channel Touch Points<br /><ul><li>Web
Email
Packaging
Product
Streaming media
Mobile
Retail
Sales Support
Environment
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Scott Gunter and Elizabeth Rosenweig -- Designing a Cohesive Customer Experience

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Scott Gunter and Elizabeth Rosenweig -- Designing a Cohesive Customer Experience

  1. 1. Designing a Cohesive Customer Experience<br />Elizabeth Rosenzweig – Bentley University<br />Scott Gunter – Usability Sciences<br />
  2. 2. About Us<br />Scott Gunter<br />VP of User Experience at Usability Sciences<br />Over 13 years as usability / user experience researcher<br />Has led over 250 research projects on behalf of companies like Microsoft, J.C. Penney, Nokia, Kohl’s, Oracle, and Nike.<br />Elizabeth Rosenzweig <br />Principal Consultant, Adjunct Faculty, Bentley University<br />Over 25 years experience in UX field<br />Founder and Director World Usability Day<br />4 Patents in UX Design<br />
  3. 3. Today’s Talk<br />Introduction<br />Touch points and the User Experience<br />Research<br />Virtual Ethnography<br />Some solutions<br />
  4. 4. Setting the stage<br />Your company has continued to expanded its market presence by adding a…<br />Facebook page<br />Mobile enabled site<br />iPhone app<br />Android app<br />Weekly promotional emails,<br />etc.<br />Each of which received extensive user testing before deployment.<br />
  5. 5. Touch points<br />Is the experience across each of these new touch points consistent? <br />What about with the existing touch points (e.g., website, store, etc.)<br />Are the individual touch points working together to enhance the customer's total experience? <br />What role does each touch point play in your customer's journey?<br />
  6. 6.
  7. 7. “You recently moved into a new apartment and would like to purchase a reasonably priced leather sofa.”<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13. Customer Journey<br />Was the experience consistent across each touch point?<br />Was trust being built along the way?<br />Was the brand messaging consistent?<br />Was the customer compelled to continue shopping?<br />
  14. 14.  Multichannel Customer Experienceby Consultancy, November 2010<br /><ul><li>49% of company respondents say a joined-up multichannel customer experience is very important to their organization,
  15. 15. 41% say multichannel UX is quite important.
  16. 16. 68%recognize a strong link between long-term business performance and customer experience.</li></li></ul><li>Multichannel Customer Experience cont’d<br /><ul><li>69% of organizations are just beginning to develop a UX strategy.
  17. 17. 9% surveyed have no strategy for improving the customer experience.
  18. 18. 38% report that ownership of the multichannel customer experience lies within a combination of different departments.</li></li></ul><li>Forrester Research<br />Global eBusiness And Channel Strategy Professional Online Survey, Forrester Research Inc., November 2010<br />Retailers who had focused on multichannel integration found:<br />an average of 48% increase in online sales<br />28% reduction in operating costs<br />25% increased profitability <br />
  19. 19. Cross-Channel Experiences in Retailhttp://pervasiveia.com/blog/cross-channel-retailing<br />83% of consumers prefer retailers offering a continuous and consistent shopping experience across the different channels<br />Pervasive information architectures are consistent information spaces that are not limited to the Web, but bridge across all active communication channels for a given company, product, or service. In the the team promotes a heuristic approach to design them, based on 5 related indicators: place-making, consistency, resilience, correlation, and reduction. <br />
  20. 20. The Cross-Channel Experience, Slide Share Presentation by Nick Finck<br />3 Types of Touch points<br /><ul><li>Static Touch points
  21. 21. Interactive Touch points
  22. 22. Human Touch points</li></li></ul><li>Cross Channel Touch Points<br /><ul><li>Web
  23. 23. Email
  24. 24. Packaging
  25. 25. Product
  26. 26. Streaming media
  27. 27. Mobile
  28. 28. Retail
  29. 29. Sales Support
  30. 30. Environment
  31. 31. Click-to-Chat
  32. 32. Social Media
  33. 33. Broadcast Media</li></li></ul><li>3 Types of Touch Points<br /><ul><li>Static Touch points
  34. 34. Online or on paper (newspaper, magazines) information only
  35. 35. Interactive Touch points
  36. 36. Often online, internet or mobile internet, allows for interactions:
  37. 37. Search
  38. 38. Find a product
  39. 39. Ask about a product
  40. 40. Find a store
  41. 41. Etc.
  42. 42. Human Touch points
  43. 43. In person, usually at the store</li></li></ul><li>Static Touch Point<br />
  44. 44. Interactive Touch Point<br />
  45. 45. Human Touch Point<br />
  46. 46. How can “Out of the Box” thinking help?<br />Virtual Ethnography<br />Brings together disparate elements to understand a complex problem<br />Time, Space and Technology- where do they merge<br />
  47. 47. Virtual Ethnographyby Christine Hine<br />Ongoing study of how people interact online, through the social world of the internet<br />Time is viewed differently in a virtual world, it can slow down or speed up with no relation to the laws of physics<br />Space becomes an altered reality, whereas it must adhere to the laws of physics in the physical world<br />Technology then evolves based on how people use it<br />
  48. 48. Consider This<br />Space and Time create a context for interaction<br />
  49. 49. Space, Time and Technology<br />
  50. 50. Some Steps To A Solution<br />Identify your core customer<br />Put the user at the center of the process:<br />Inventory your touch points<br />Identify attributes of each touch-point<br />Create journey maps<br />Evaluate touch points within journey map<br />
  51. 51. More Solutions<br />Research new ways to create and augment online reality<br />Use tools of Virtual Ethnography to study online social behavior<br />Observe the effects of Space and Time on touch points<br />
  52. 52. Today’s Talk<br />New customer experience must integrate many touch points<br />What are examples of different touch points<br />What is the latest thinking<br />What can you do to apply this to your work<br />
  53. 53. Q&A<br />Any questions?<br />

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