The Holistic Customer Beyond the Website Experience<br />Samantha Starmer<br />sstarme@rei.com<br />@samanthastarmer<br />
REI – Recreational Equipment, Inc.Retailer, Member owned co-op1938<br />"We inspire, educate and outfit for a lifetime of ...
me<br />UX & IA related work for places like Amazon, Microsoft<br />REI – first experience at a non high tech company<br /...
First, a story…<br />http://www.flickr.com/photos/seandreilinger/2959785536/<br />
Palm Springs!<br />
Resort Hotel!!<br />
I am lucky<br />
Verdant<br />
Lush<br />
Foliage…lots of foliage<br />
Like The Secret Garden!<br />
But…<br />
I was tired<br />
I needed an adult beverage<br />$80 wine!!!<br />
But I’m cheap…<br />
…and car-less<br />
I have to get out of a 13 acre resort<br />
So, with a crappy map<br />
 and tips (seriously), <br />
I finally find my way out<br />
And escape to the real world<br />
But now it is dark<br />
And the lovely, secret foliage<br />
With all of the nooks and crannies<br />
That I already got lost in when it was light…<br />
Is kinda scary<br />
Finally, thank god<br />
Now I really need a drink<br />
At least for walking, exploring or doing anything not related to sitting by a pool and drinking<br />
no sign policy<br />
except…<br />
WHY<br />should you care?<br />
 65% of visitors to an online search engine were looking for further information in relation to a product or service they ...
They are coming from everywhere!<br />
We have no control<br />
over how people hear about us<br />
Or get to us<br />
53% of US online consumers say they research products online that they subsequently buy offline.<br />Forrester, North Ame...
Over half REI online business is picked up in a store<br />
Even if you think you are web only, you are multi-channel<br />http://www.flickr.com/photos/shaireproductions/3176968409/<...
Customers are interacting with your brand. <br />They don’t care about the channel; they care about the experience.<br />
I’m the same customer in each interaction<br />
Leaving lovely hotel room<br />
Getting flight # via email<br />
Check in via mobile app<br />
I don’t want flight status!<br />
Okay, trying another way<br />
Flight not recognized<br />
http://www.flickr.com/photos/mindaugasdanys/3766009204<br />
Fine.  <br />Old school check in.<br />
US Airways….<br />
And one more reason?<br />
Our Marketing peers are way ahead of us…<br />
some<br />GUIDELINES<br />
Think about on ramps and off ramps<br />
Don’t assume the customer is using the front door.<br />
Holistic experience at all entrances<br />
Back door <br />
Side door<br />
Holistic experience?<br />
Where’s the award?<br />
Store directions?<br />
Who is REI?  Why am I here?<br />
Are your on ramps and off ramps a good experience?<br />
Be consistent…<br />Consistent brand<br />
Coordination, timing<br />
Be consistent…<br />Consistent information<br />
The most common problems reported by Web-to-store shoppers related to discrepancies in prices and product information acro...
Not the same information!<br />
Not the same information!<br />
Be consistent…<br />But optimize channel capabilities<br />
Surface at a hotel<br />http://news.cnet.com/8301-10805_3-10016573-75.html<br />
http://news.cnet.com/8301-10805_3-10016573-75.html<br />
Augmented Reality dressing room<br />http://www.tobi.com/<br />
Not just a stupid advertising app<br />
Don’t design for user's needs on the website, design for the holistic experience<br />
HOW<br />to start<br />
 Use metrics<br />http://www.flickr.com/photos/iliahi/2606645766/<br />
Tools<br />mechanics<br />
<ul><li>Experience Design
Service design
Customer experience
Customer relationship management
Multi-Channel communications
Cross-Channel Marketing
Ubiquitous computing
Design Thinking
Pervasive IA (@resmini)</li></ul>Disciplines<br />
<ul><li>Field Experience
Service Inventory
Customer Journey Mapping
Experience mapping
Mental Models
Business Origami (@jessmcmullin)</li></ul>Tools and Methods<br />
Wander the halls<br />
Leave your comfort zone<br />
http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg<br />
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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!

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

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