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e-service


If you want it done right,
          do it yourself

                 Eric Reiss
                UX London
   ...
Four things you need to know...
 I am passionate about service (I will rant)
 I am pissed off at British Airways
 I am pis...
Four things you need to know...
 I am passionate about service (I will rant)
 I am pissed off at British Airways
 I am pis...
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 ...
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 ...
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


...
(me)
So, what can we learn?
Lesson #1

Service management is a process, not a program.

           And it’s NOT a buzzword!
Marketing alert!
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 ...
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 mill...
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
 ...
So, what is a service?

An intangible event that helps us achieve something.

(and you heard it here first – a UX London U...
Question: what do these services have in common?

           (Well, not Paul and Bette...)

       Today, we’re doing them...
10 reasons services are
tougher to manage than products
1.    A service is first “produced” at the moment of delivery.
2. ...
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. ...
and the Dead Password
                                                March 2006
     Sun         Mon                 Tue ...
Interaction? Bah! Humbug!
A presentation postscript...
              Thirty seconds after I finished this talk, I
              was approached by no...
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’...
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
     ...
Caveat #2

Beware of the easily measurable metrics...
1. Care and concern


2. Spontaneity           “We want your frontline
                          people to be authorized
 ...
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 ge...
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 ge...
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 ge...
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 ge...
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 ge...
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 ge...
If we do not demand good service, we will never receive it.

      Don’t just prevent bad things from happening,
        y...
Thanks!
Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark

Office: (+45) 39 29 67 77...
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
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Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
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Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
Reiss On E Service UX London
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Reiss On E Service UX London

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Service is 100% about user experience, although user experience is not 100% about service. But as UX designers, we can learn a lot from the service-management gurus of the 1980s, who (lucky for us) don't understand digital media.

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Transcript of "Reiss On E Service UX London"

  1. 1. e-service If you want it done right, do it yourself Eric Reiss UX London 15 June 2009 London, UK
  2. 2. 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
  3. 3. 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
  4. 4. So, is service design relevant for UX professionals? Rant #1 ...
  5. 5. Service is 100% about user experience UX is not 100% about service
  6. 6. H.L. Mencken Editor: The American Mercury Author: “Americana” (the first blogger?)
  7. 7. We are constantly applying old techniques to new technologies
  8. 8. George Santayana “Those who cannot remember the past are condemned to repeat it.”
  9. 9. Let’s start with a definition ...
  10. 10. “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
  11. 11. Dissatisfied Satisfied Did not meet met Exceeded
  12. 12. “Hockey-stick” satisfaction Loyalty 90% Satisfaction
  13. 13. “We have an 83% customer satisfaction rating!”
  14. 14. 7 6 5 4 3 2 1 100% 83% 66.4% 49.9% 33.3% 16.6% 0%
  15. 15. “Here at NN/g, customer satisfaction is 83% irrelevant!”
  16. 16. Not Somewhat Very Completely Satisfied Satisfied Satisfied Satisfied Satisfied 1 2 3 4 5
  17. 17. Your competitors are only a click away. This stuff is important.
  18. 18. Long before we had Jakob we had a whole different set of gurus...
  19. 19. John Tschohl Ron Zemke Ray Considine Philip B. Crosby Karl Albrecht
  20. 20. (me)
  21. 21. So, what can we learn?
  22. 22. Lesson #1 Service management is a process, not a program. And it’s NOT a buzzword!
  23. 23. Marketing alert!
  24. 24. Marketing alert!
  25. 25. Why I no longer fly British Airways Fact: luggage lost 11 out of 12 flights
  26. 26. And when they don’t lose baggage...
  27. 27. Why I no longer fly British Airways Fact: luggage damaged 3 out of 12 flights
  28. 28. There are 15 brand touchpoints
  29. 29. Source: Davis and Dunn, 2002
  30. 30. BA touchpoints In the air
  31. 31. BA touchpoints In the air On the ground
  32. 32. (Spin) Source: British Airways
  33. 33. (Reality) Source: Flickr
  34. 34. BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail)
  35. 35. BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail) In cyberspace
  36. 36. • 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.”
  37. 37. Lesson #2 Unhappy customers are dangerous
  38. 38. Lesson #3 Service happens at the moment of experience. It is not a thing, it’s a perception.
  39. 39. When Moment of truth Moment of truth Where
  40. 40. “We have 50,000 moments of truth each day” Jan Carlzon CEO, SAS 1981 - 1994
  41. 41. 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
  42. 42. Lesson #3 When moments of truth go unmanaged, quality of service regresses to mediocrity
  43. 43. Elizabeth I (queen with dry feet) Carpe diem Walter Raleigh (subject) Cloak (expensive) Mud (wet and dirty)
  44. 44. So, what is a service? An intangible event that helps us achieve something. (and you heard it here first – a UX London Unique Event ®)
  45. 45. Question: what do these services have in common? (Well, not Paul and Bette...) Today, we’re doing them ourselves!
  46. 46. 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
  47. 47. Fragile items Heavy can (at bottom) (on top)
  48. 48. 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
  49. 49. 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
  50. 50. Interaction? Bah! Humbug!
  51. 51. 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)
  52. 52. There are only three basic types of service
  53. 53. Help Enhance Fix
  54. 54. Help “Beam me up, Scotty.”
  55. 55. I need you to help me... do something understand something avoid the horrible “Browser Monster”
  56. 56. I won’t tell you that I need you to... make my life easier stroke my ego make me feel wanted
  57. 57. Enhance “Milk AND cookies!”
  58. 58. 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)
  59. 59. Fix “The doggone printer ate my homework!”
  60. 60. Please... sort out my problem keep it simple don’t waste my time keep me out of trouble
  61. 61. Caveat #1 We don’t always understand the true pain points
  62. 62. Case #1 Heathrow Airport 1984/1985
  63. 63. 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
  64. 64. Caveat #2 Beware of the easily measurable metrics...
  65. 65. 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
  66. 66. Caveat #3 Make sure you’re really adding value
  67. 67. Processes
  68. 68. People Technologies Processes
  69. 69. Caveat #4 Encourage feedback
  70. 70. Caveat #5 Fix everything two ways
  71. 71. 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
  72. 72. Customer Experience Management Off-line CEM On-line
  73. 73. Case #3 Wine.com “A hangover in cyberspace”
  74. 74. 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.
  75. 75. 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.
  76. 76. 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.
  77. 77. 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.
  78. 78. 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.
  79. 79. 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.
  80. 80. Thanks!
  81. 81. 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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