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The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
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The Holistic Customer: Beyond the Website Experience - Managing Experience 2010

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Design for a holistic experience for your customers - don't just think about the website. I'll talk about why this is important and provide some tips on how to get started!

Design for a holistic experience for your customers - don't just think about the website. I'll talk about why this is important and provide some tips on how to get started!

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  • I currently work at REI, managing experience work.
  • But most importantly (at least to this conversation), I spent 10 years in the restaurant and bar business and waited on a LOT of customers.
  • But I had just arrived
  • I later learned that the Parker Hotel has a ‘no sign’ policy.
  • They made us take off our conference badges anytime we left the conference ‘sequestering’ area. They yelled at us if we walked around the property with our badges on.
  • Door picture
  • So, why should you care about this?
  • They hear about you from print advertising
  • From all sorts of physical messaging
  • Door picture
  • Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.
  • I want to look into changing my seat while I check in for my flight, and don’t want to pull out and boot up my computer. Heck, I have an iPhone, I shouldn’t have to. I get my flight number via an email confirmation of my itinerary. And the email links me to a app to check in. Sweet.
  • But the mobile app will only let me check flight status. Arrgh.
  • Damn. I have to pull out my already packed computer
  • Find the US Airways site (because I always forget the URL and end up at some advertising site instead)
  • And the flight number that I just confirmed IS NOT RECOGNIZED.
  • WAAAAAH. I can’t check in online. I can’t change my seat.
  • Ritz carlton
  • BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
  • And one more reason you should care about customer experience beyond the website….
  • Okay, so how to start thinking about holistic customer experience.
  • Door picture
  • Door picture
  • Door picture
  • Door picture
  • Door picture
  • Being consistent is important, but you also want to maximize the capabilities of each channel.
  • This touch screen reader in a conference hotel was super handy for finding the room I was supposed to be in without having to ask for anyone or log into a computer.
  • I think a lot of iPhone apps are kind of stupid and don’t maximize the strengths of the phone. But I really like this feature in Target’s app – it can tell you which aisle a product is in at your local store. Wow. I pull this up when I’m in a Target to save time and easily find the product I want to buy.
  • There are a lot of tools to help you design for a holistic customer experience.
  • And a lot of related disciplines.
  • Ritz carlton
  • Checking out the wayfinding
  • And other signs. Hmmm – this one is hard to see because of all of the product stacked in front of it. That’s not a great experience.
  • Door picture
  • Transcript

    • 1. The Holistic Customer Beyond the Website Experience<br />Samantha Starmer<br />sstarme@rei.com<br />@samanthastarmer<br />
    • 2. REI – Recreational Equipment, Inc.Retailer, Member owned co-op1938<br />"We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship."<br />
    • 3. me<br />UX & IA related work for places like Amazon, Microsoft<br />REI – first experience at a non high tech company<br />Teach at University of Washington<br />Most important - Spent 10 years in the restaurant and bar business. With a lot of customers.<br />
    • 4. First, a story…<br />http://www.flickr.com/photos/seandreilinger/2959785536/<br />
    • 5.
    • 6. Palm Springs!<br />
    • 7. Resort Hotel!!<br />
    • 8. I am lucky<br />
    • 9. Verdant<br />
    • 10. Lush<br />
    • 11. Foliage…lots of foliage<br />
    • 12. Like The Secret Garden!<br />
    • 13. But…<br />
    • 14. I was tired<br />
    • 15. I needed an adult beverage<br />$80 wine!!!<br />
    • 16. But I’m cheap…<br />
    • 17. …and car-less<br />
    • 18. I have to get out of a 13 acre resort<br />
    • 19. So, with a crappy map<br />
    • 20. and tips (seriously), <br />
    • 21. I finally find my way out<br />
    • 22. And escape to the real world<br />
    • 23. But now it is dark<br />
    • 24. And the lovely, secret foliage<br />
    • 25. With all of the nooks and crannies<br />
    • 26. That I already got lost in when it was light…<br />
    • 27. Is kinda scary<br />
    • 28. Finally, thank god<br />
    • 29. Now I really need a drink<br />
    • 30. At least for walking, exploring or doing anything not related to sitting by a pool and drinking<br />
    • 31. no sign policy<br />
    • 32.
    • 33.
    • 34.
    • 35.
    • 36.
    • 37.
    • 38. except…<br />
    • 39.
    • 40. WHY<br />should you care?<br />
    • 41.  65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.<br />Pubblicita offline e ricercheneimotori, 2007<br />From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati<br />
    • 42. They are coming from everywhere!<br />
    • 43. We have no control<br />
    • 44. over how people hear about us<br />
    • 45. Or get to us<br />
    • 46. 53% of US online consumers say they research products online that they subsequently buy offline.<br />Forrester, North American Technographics Retail Online Survey, Q1 2009 (US). <br />
    • 47. Over half REI online business is picked up in a store<br />
    • 48. Even if you think you are web only, you are multi-channel<br />http://www.flickr.com/photos/shaireproductions/3176968409/<br />
    • 49. Customers are interacting with your brand. <br />They don’t care about the channel; they care about the experience.<br />
    • 50. I’m the same customer in each interaction<br />
    • 51. Leaving lovely hotel room<br />
    • 52. Getting flight # via email<br />
    • 53. Check in via mobile app<br />
    • 54. I don’t want flight status!<br />
    • 55. Okay, trying another way<br />
    • 56.
    • 57. Flight not recognized<br />
    • 58. http://www.flickr.com/photos/mindaugasdanys/3766009204<br />
    • 59. Fine. <br />Old school check in.<br />
    • 60. US Airways….<br />
    • 61.
    • 62. And one more reason?<br />
    • 63. Our Marketing peers are way ahead of us…<br />
    • 64. some<br />GUIDELINES<br />
    • 65. Think about on ramps and off ramps<br />
    • 66. Don’t assume the customer is using the front door.<br />
    • 67. Holistic experience at all entrances<br />
    • 68. Back door <br />
    • 69. Side door<br />
    • 70. Holistic experience?<br />
    • 71.
    • 72. Where’s the award?<br />
    • 73. Store directions?<br />
    • 74.
    • 75.
    • 76. Who is REI? Why am I here?<br />
    • 77. Are your on ramps and off ramps a good experience?<br />
    • 78. Be consistent…<br />Consistent brand<br />
    • 79.
    • 80.
    • 81.
    • 82.
    • 83. Coordination, timing<br />
    • 84. Be consistent…<br />Consistent information<br />
    • 85. The most common problems reported by Web-to-store shoppers related to discrepancies in prices and product information across the two channels.<br />Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping? <br />December 2009 <br />
    • 86. Not the same information!<br />
    • 87. Not the same information!<br />
    • 88. Be consistent…<br />But optimize channel capabilities<br />
    • 89. Surface at a hotel<br />http://news.cnet.com/8301-10805_3-10016573-75.html<br />
    • 90. http://news.cnet.com/8301-10805_3-10016573-75.html<br />
    • 91.
    • 92. Augmented Reality dressing room<br />http://www.tobi.com/<br />
    • 93. Not just a stupid advertising app<br />
    • 94. Don’t design for user's needs on the website, design for the holistic experience<br />
    • 95. HOW<br />to start<br />
    • 96. Use metrics<br />http://www.flickr.com/photos/iliahi/2606645766/<br />
    • 97.
    • 98. Tools<br />mechanics<br />
    • 99. <ul><li>Experience Design
    • 100. Service design
    • 101. Customer experience
    • 102. Customer relationship management
    • 103. Multi-Channel communications
    • 104. Cross-Channel Marketing
    • 105. Ubiquitous computing
    • 106. Design Thinking
    • 107. Pervasive IA (@resmini)</li></ul>Disciplines<br />
    • 108. <ul><li>Field Experience
    • 109. Service Inventory
    • 110. Customer Journey Mapping
    • 111. Experience mapping
    • 112. Mental Models
    • 113. Business Origami (@jessmcmullin)</li></ul>Tools and Methods<br />
    • 114. Wander the halls<br />
    • 115.
    • 116.
    • 117. Leave your comfort zone<br />
    • 118.
    • 119.
    • 120.
    • 121.
    • 122. http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg<br />
    • 123. Understand executives’ goals<br />
    • 124. Listen<br />
    • 125. Designing a holistic experience means listening holistically:<br /><ul><li>Usual UX research, but also
    • 126. Call center
    • 127. Email queries and feedback
    • 128. Live Chat transcripts
    • 129. Social Media
    • 130. Sentiment Analysis
    • 131. Market Research
    • 132. Analytics (behavior)
    • 133. Store follows/shop alongs</li></li></ul><li>Hang with a new crowd<br />http://averagecats.com/page/7<br />
    • 134. Make new friends<br />Marketing<br /><ul><li>IT, or anyone who can build stuff
    • 135. Finance
    • 136. Distribution Center
    • 137. Customer Service
    • 138. Innies with outies, outies with innies
    • 139. Different industries</li></ul>Artists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…<br />
    • 140. Don’t get overwhelmed<br />http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html<br />
    • 141. You can’t be everywhere at once<br /><ul><li>Target a channel pair
    • 142. Focus on incremental progress
    • 143. Measure stuff
    • 144. Celebrate (and communicate) quick wins
    • 145. Get allies to spread the work</li></li></ul><li>Finally…<br />(and this one is hard)<br />
    • 146. Don’t be grabby<br />http://www.flickr.com/photos/jimfrazier/1810966604/<br />
    • 147. Let go of control<br /><ul><li>It’s okaywhen other people start talking about the customer experience
    • 148. It’s okaywhen other people try to improve the customer experience
    • 149. It’s okayif you aren’t involved in EVERYTHING
    • 150. It’s okayif you aren’t the only one making a difference.</li></ul>Isn’t it all about the customer?<br />
    • 151. EVERYONE should care about customer experience<br />
    • 152. Join the Journey<br />http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg <br />
    • 153. Thank you.Samantha Starmersstarme@rei.com@samanthastarmer<br />

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