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Holistic Customer Experience - MX 2010

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Managing Experience 2010; IA Summit 2010

Managing Experience 2010; IA Summit 2010

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