How to create online experiences that people love
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How to create online experiences that people love



This presentation was one that Trent Mankelow of Optimal Usability recently gave. It shows the 3 Keys to World-class Customer Experience.

This presentation was one that Trent Mankelow of Optimal Usability recently gave. It shows the 3 Keys to World-class Customer Experience.



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  • Here’s an example of what their customer service looks like in practice. This is a picture of a card that one customer got from Zappos. The customer was looking for a pair of shoes with a long ankle strap to wear over a cast, because she had just broken her ankle. After hearing her reason, the customer service rep waved any shipping costs and put her name on a “Preferred Customer List.”But they went one step further and sent her a get well card, signed by seven customer service representatives.

How to create online experiences that people love How to create online experiences that people love Presentation Transcript

  • How to Create Online Experiences That People LOVETrent MankelowOptimal Usability
    Photo from
  • 2
  • 5
  • What makes world-class customer experience?
  • World-class companies focus on three things
  • Case Study 1
  • "In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth"
    - Tony Hsieh, Zappos CEO
    Quote from
    Photo from
  • “That was the best customer service I have ever had”
  • From
  • Photo from
  • New employees are offered $2,000 to quit
  • “It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense”
    - Tony Hsieh, Zappos CEO
  • X 1,000,000,000
  • Zappos is a service company that happens to sell shoes
    Photo from
  • World-class companies focus on Service
  • World-class companies explicitly design the entire service experience: across interactions and across channels
  • Your TV is ready
    to pick up!
  • Photo from
  • A new TV!!
  • Websites
    Physical environments
    Customer-facing staff
    Payment systems
  • Pop quiz
    What percentage of people cross at least two channels when making a purchase?
  • Source: Profiling The Multichannel Consumer
    How Retailers Can Enable Multichannel Consumer Behavior
    Forrester Report July 29, 2009, By Patti Freeman Evans
  • "Each customer-facing channel is an instrument in a symphony" - Subject to Change
    So, who is the conductor?
  • CXO
    World-class companies have a
  • CXO
  • Case Study 2
  • “As a discussion about design grows longer, the probability of using Apple as an exemplar approaches one”(With apologies to Adaptive Path and Mike Godwin)
  • Apple have a fanatical focus on elegant, emotional design
  • They throw away 90% of the work they do
  • Design is infused throughout the customer journey
  • The results
  • World-class companies focus on Design
  • “Design-embracing” companies outperformed their competitors on the FTSE index by an average of 10 percent
  • Design ≠ Aesthetics
  • “Design’s power runs far deeper than aesthetics.... If you are mapping out a sales strategy, or streamlining a manufacturing operation, or crafting a new system for innovating you are engaged in the practice of design”
    - Bill Breen, Masters of Design, 2004
  • , simplify, simplify
    World-class companies simplify
  • 48
  • vs.
  • 50
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  • 52
  • “In the everyday world, we want to get on with the important things in life, not spend our time in deep thought attempting to open a can of food or dial a telephone number.” - Don Norman
  • “My buddy Russ and I were talking one day. ‘What the fuck should I make for dinner?’ I queried. That's the genesis for this website.”
  • 56
  • 57
  • 58
  • 59
  • World-class companies have personality
  • 61
  • 64
  • Case Study 3
  • "Quicken is not quick, there's got to be a better way to do this.” – Aaron Patzer, CEO and founder
  • 67
  • Mint even warns you when your bank charges fees!
  • Mint focuses on helping individual users make sense of their own data
  • “The reason you work so hard in life is to enjoy the financial benefits of doing that work...achieving those goals is where Mint wants to help people. The way we do this is by highlighting and focusing on the insights on current behaviour, and then promoting actions that people can take to make change a reality."- Aaron Forth, Product Manager
  • The next level of insight is in comparing ourselves with others like us
  • 2,000,000 users
    2 years
    $2,000,000 marketing
  • World-class companies focus on Data
  • Dopamine
    makes us
  • “I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.”
    - Hal Varian, chief economist at Google
  • World-class companies provide tools to help customers understand their own data
  • World-class companies focus on three things
  • A final point - Devices
  • Mobile
  • Location-aware
  • Touch-enabled
  • Context-aware
  • In conclusion
  • What?
    So what?
    Now what?
  • 91
  • Read
  • Play
  • Show
  • Thanks
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