Reiss On E Service UX London

e-service If you want it done right, do it yourself Eric Reiss UX London 15 June 2009 London, UK

Four things you need to know... I am passionate about service (I will rant) I am pissed off at British Airways I am pissed off at eBay I am pissed off at Wine.com I will present three 100% unbiased cases: British Airways eBay Wine.com

So, is service design relevant for UX professionals? Rant #1 ...

Service is 100% about user experience UX is not 100% about service

H.L. Mencken Editor: The American Mercury Author: “Americana” (the first blogger?)

We are constantly applying old techniques to new technologies

George Santayana “Those who cannot remember the past are condemned to repeat it.”

Let’s start with a definition ...

“Customer service is a series of activities designed to enhance the level of customer satisfaction – the feeling that a product or service has met expectations.” Turban and King, 2002

Dissatisfied Satisfied Did not meet met Exceeded

“Hockey-stick” satisfaction Loyalty 90% Satisfaction

“We have an 83% customer satisfaction rating!”

7 6 5 4 3 2 1 100% 83% 66.4% 49.9% 33.3% 16.6% 0%

“Here at NN/g, customer satisfaction is 83% irrelevant!”

Not Somewhat Very Completely Satisfied Satisfied Satisfied Satisfied Satisfied 1 2 3 4 5

Your competitors are only a click away. This stuff is important.

Long before we had Jakob we had a whole different set of gurus...

John Tschohl Ron Zemke Ray Considine Philip B. Crosby Karl Albrecht

So, what can we learn?

Lesson #1 Service management is a process, not a program. And it’s NOT a buzzword!

Marketing alert!

Why I no longer fly British Airways Fact: luggage lost 11 out of 12 flights

And when they don’t lose baggage...

Why I no longer fly British Airways Fact: luggage damaged 3 out of 12 flights

There are 15 brand touchpoints

Source: Davis and Dunn, 2002

BA touchpoints In the air

BA touchpoints In the air On the ground

(Spin) Source: British Airways

(Reality) Source: Flickr

BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail)

BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail) In cyberspace

• No Mac “Apple doesn’t support our technology.” • No AOL “We are IE compatible, the world’s leading browser.” • No dial-up “Your system is outdated.” • 24-hour limit “I don’t make the rules.”

Lesson #2 Unhappy customers are dangerous

Lesson #3 Service happens at the moment of experience. It is not a thing, it’s a perception.

When Moment of truth Moment of truth Where

“We have 50,000 moments of truth each day” Jan Carlzon CEO, SAS 1981 - 1994

Fact: eBay has millions of on-line visitors each day Amazon has millions of on-line visitors each day Yahoo has millions of on-line visitors each day MSN has millions of on-line visitors each day FatDUX has dozens of on-line visitors each day

Lesson #3 When moments of truth go unmanaged, quality of service regresses to mediocrity

Elizabeth I (queen with dry feet) Carpe diem Walter Raleigh (subject) Cloak (expensive) Mud (wet and dirty)

So, what is a service? An intangible event that helps us achieve something. (and you heard it here first – a UX London Unique Event ®)

Question: what do these services have in common? (Well, not Paul and Bette...) Today, we’re doing them ourselves!

10 reasons services are tougher to manage than products 1. A service is first “produced” at the moment of delivery. 2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample. 4. There is nothing tangible. The experience represents the value. 5. The experience cannot be sold or passed on. 6. If the service sucks, it cannot be recalled. 7. Quality assurance need to happen before production. 8. Delivery requires some interaction between the buyer and seller. 9. Expectations are directly related to the degree of satisfaction. 10. The more people the customer must encounter during the delivery of the service, the less likely it is that he or she will be satisfied. Source: Albrecht and Zemke, 1985

Fragile items Heavy can (at bottom) (on top)

10 reasons services are tougher to manage than products 1. A service is first “produced” at the moment of delivery. 2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample. 4. There is nothing tangible. The experience represents the value. 5. The experience cannot be sold or passed on. 6. If the service sucks, it cannot be recalled. 7. Quality assurance need to happen before production. 8. Delivery requires some interaction between the buyer and seller. 9. Expectations are directly related to the degree of satisfaction. 10. The more people the customer must encounter during the delivery of the service, the less likely it is that he or she will be satisfied. Source: Albrecht and Zemke, 1985

and the Dead Password March 2006 Sun Mon Tue Wed Thu Fri Sat 1 2 3 4 Discover Autoreply problem. eBay.com Write eBay 5 6. Write 7 8 Info request 9 Autoreply 10 11 eBay.com Autoreply eBay.de eBay.co.uk. again eBay.com (in German) Reply. Reply. 12 13 14 15 16 17 Info request 18 Info request eBay.de. eBay.co.uk. Reply Reply (in German) 19 20 21 22 23 24 25 Autoreply Personal note eBay.com eBay.co.uk. Reply 26 27 28 29 30 31 Password reset Problem notification solved eBay.com

Interaction? Bah! Humbug!

A presentation postscript... Thirty seconds after I finished this talk, I was approached by no fewer than three eBay representatives. They immediately contacted their development team in California who worked throughout the night (on a Sunday no less). Within 12 hours, they had fixed the basic problems. Hats off to the eBay team! (now they just need to fix things both ways – more in a moment)

There are only three basic types of service

Help Enhance Fix

Help “Beam me up, Scotty.”

I need you to help me... do something understand something avoid the horrible “Browser Monster”

I won’t tell you that I need you to... make my life easier stroke my ego make me feel wanted

Enhance “Milk AND cookies!”

Ooh! You just gave me... a useful contextual link a happy surprise an unexpected benefit a better experience (We’re just now figuring out how to do this)

Fix “The doggone printer ate my homework!”

Please... sort out my problem keep it simple don’t waste my time keep me out of trouble

Caveat #1 We don’t always understand the true pain points

Case #1 Heathrow Airport 1984/1985

1. Care and concern 2. Spontaneity “We want your frontline people to be authorized to think.” 3. Problem solving 4. Recoverability “Does anybody make an effort to offset the negative effects of a screwup?” Source: Don Porter

Caveat #2 Beware of the easily measurable metrics...

1. Care and concern 2. Spontaneity “We want your frontline people to be authorized to think.” 3. Problem solving 4. Recoverability “Does anybody make an effort to offset the negative effects of a 5. Flying on time screwup?” Source: Don Porter, BA

Caveat #3 Make sure you’re really adding value

Processes

People Technologies Processes

Caveat #4 Encourage feedback

Caveat #5 Fix everything two ways

10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss

Customer Experience Management Off-line CEM On-line

Case #3 Wine.com “A hangover in cyberspace”

10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.

If we do not demand good service, we will never receive it. Don’t just prevent bad things from happening, you can make wonderful things happen.

Thanks!

Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss er@fatdux.com www.fatdux.com

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Reiss On E Service UX London

by Eric Reiss on Jun 24, 2009

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Reiss On E Service UX London — Presentation Transcript