The cross channel experience
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The cross channel experience

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No matter how many departments your organization has, to your customers, it’s all the same business. They expect a cohesive experience across all touch-points with your company, regardless of ...

No matter how many departments your organization has, to your customers, it’s all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it’s related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience.

In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.

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The cross channel experience The cross channel experience Presentation Transcript

  • The Cross-Channel ExperiencePresented by Nick Finck
  • About Me
    User Experience Evangelist
    Blink Interactive
    Personal Site
    NickFinck.com
    Twitter
    @nickf
    Phobia
    Non-geeks
    Photo by Jeff Croft - http://bit.ly/g0hPil
  • Overview
    Definitions
    Methods
    Tools
    Examples
    Q&A
  • 90%
  • 90% of businesses say the cross-channel experience is critical to their business’s success.
    - Foviance& Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
  • What is cross-channel experience design?
  • Cross-Channel Experience Design is the process of designing for all the touchpointsa person has with a business regardless of channel.
  • Wait! Aren’t you just talking about…
    • User Experience Design?
    • Customer Experience Design?
    • Service Design?
  • YES
  • “70% of US online customers
    research products online &
    purchase them offline.”
    - Forrester, “Profiling The Multichannel Customer”, July 2009
  • 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
  • “53% of mobile searches on
    Bing have local intent.”
    - Greg Sterling, Search Engine Land, November 2010
  • 3 Types of Touchpoints
  • Static Touchpoints
  • Interactive Touchpoints
  • Human Touchpoints
  • You might think of your work in the context of a channel but your customers do not.
  • So how do we craft a good cross-channel experience?
  • Methods
  • Observe how people use it
  • Know the context of use
  • Attention to detail counts
  • Look for hacks
  • Follow the whole engagement
  • Learn the business processes
  • Understand how employees work
  • Tools
  • Audience
  • On Stage
  • Backstage
  • Support Processes & Systems
  • Customer Journey Map
  • Experience Map
  • Service Blueprint
  • Business
  • Not everyone’s boss is Michael Scott
  • …They are more like David Wallace.
  • We must break down the silos.
  • We must cross-pollenate
  • We must work more like a hive
  • …with a unified vision of what we’re trying to do.
  • Some Examples
  • Add a DVD to my queue on the website
  • Told me when to expect the DVD
  • DVDs arrives in the mail
  • …and I can tell them when something went wrong
  • Confirmed when they received the DVD
  • I can also stream movies on my Laptop
  • I can resume the movie on the web
  • …or through the app
  • …on Xbox, tablet, smartphone, laptop, or TV.
  • Asked me how my experience was afterwards
  • Compensated me when something went wrong
  • …and I can tell them when something went wrong
  • Cross-Channel touchpoints
    Web
    Email
    Packaging
    Product
    Streaming Media
    Mobile
  • I wanted to get a mountain bike
  • So I researched them online
  • I wanted to test them in person
  • Photo by Hien Nguyen - http://bit.ly/ekeNdN
    I headed to the store
  • They had many mountain bikes
  • …and a place to test them!
  • Cross-Channel touchpoints
    Web
    Retail
    Product
    Sales Support
    Environment
  • So I wanted to watch Game of Thrones…
  • There is no way to add HBO on the web
  • So I went to Twitter…
  • HBO was added in no time
  • …and then, like magic, I had HBO.
  • Cross-Channel touchpoints
    Web
    Click-To-Chat
    Social Media
    Broadcast Media
  • Thank You
  • Questions
  • Follow-up questions
    Consulting: BlinkInteractive.com
    Personal: NickFinck.com
    Email: nick@blinkinteractive.com
    Twitter: @nickf