Self-service experience principles

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In the presentation, I’ll provide you with the key principles that make a great self-service experience, alongside a number of best practice examples from different industries.

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Self-service experience principles

  1. 1. Self-service Experience Principles 1 01/09/13 SELF-SERVICE EXPERIENCE PRINCIPLES September 2013 Mara Protano – Senior Practitioner
  2. 2. Self-service Experience Principles 2 01/09/13 A GREAT SELF-SERVICING EXPERIENCE: 1. Creates the perception that it is more convenient than other channels 2. Allows the customer to achieve their key goals without friction 3. Instils confidence in the customer that they can achieve their goal on their own Introduction 4. Provides a human and personal touch 5. Creates delight through small, unexpected touches 6. Carries the customer’s information across when they choose to switch channel or device
  3. 3. 3 Self-service Experience Principles 01/09/13 SELF-SERVICE EXPERIENCE PRINCIPLE #1 Create the perception that self- servicing is more convenient than other channels
  4. 4. Self-service Experience Principles 4 01/09/13 Highlight benefits — NatWest provides a clear overview of the different channels available but highlights the benefits of self-servicing channels throughout Self-service experience principle #1
  5. 5. Self-service Experience Principles 5 01/09/13 Prompt to self-service — Autoglass® prompts the customer to service online by highlighting the convenience of doing so, in comparison to picking up the phone Self-service experience principle #1
  6. 6. Self-service Experience Principles 6 01/09/13 Offer self-service first — MailChimp displays additional contact options only after the customer has consulted their online knowledge base Self-service experience principle #1
  7. 7. Self-service Experience Principles 7 01/09/13 Increase available content — Plusnet encourages self-servicing by making all info available online and demonstrating flexibility when the customer asks a question Self-service experience principle #1
  8. 8. Self-service Experience Principles 8 01/09/13 Alleviate hassle from other channels — Hailo app allows customers to identify their taxi driver and track their location conveniently on the phone, rather than having to call and wait for an answer Self-service experience principle #1
  9. 9. Self-service Experience Principles 9 01/09/13 Alleviate hassle from other channels — Making payments on Barclays Pingit is quicker and more straightforward than Internet or phone banking Self-service experience principle #1
  10. 10. 10 Self-service Experience Principles 01/09/13 SELF-SERVICE EXPERIENCE PRINCIPLE #2 Allow the customer to achieve their key goals without fiction
  11. 11. Self-service Experience Principles 11 01/09/13 Capitalise functionality — Searching, filtering and exploring properties on the Rightmove app is very intuitive and takes advantage of the phones functionalities Self-service experience principle #2
  12. 12. Self-service Experience Principles 12 01/09/13 Capitalise functionality — Amazon allows customers to find items by scanning their barcode, so to avoid typing on mobile Self-service experience principle #2
  13. 13. Self-service Experience Principles 13 01/09/13 Understand the context — My Kitchen Table app allows cooks with dirty hands to use gesture recognition Self-service experience principle #2
  14. 14. Self-service Experience Principles 14 01/09/13 One-click interaction — Bus Guru app has a one-click function to allow customers to find the nearest bus stop and next bus Self-service experience principle #2
  15. 15. 15 Self-service Experience Principles 01/09/13 SELF-SERVICE EXPERIENCE PRINCIPLE #3 Instil confidence in the customer that they can achieve their goal on their own
  16. 16. Self-service Experience Principles 16 01/09/13 Educate and reassure — Lufthansa offers customers the possibility to try a demo of their online and in-airport check-in functionality Self-service experience principle #3
  17. 17. Self-service Experience Principles 17 01/09/13 Make the first step easy to take — Elephant insurance call centre operators set up self-servicing and walk the customer through it when they buy insurance over the phone Self-service experience principle #3
  18. 18. Self-service Experience Principles 18 01/09/13 Give an overview — PayPal provides a visual and easy-to- understand overview of the steps needed to use their services Self-service experience principle #3
  19. 19. 19 Self-service Experience Principles 01/09/13 SELF-SERVICE EXPERIENCE PRINCIPLE #4 Provide a human and personal touch
  20. 20. Self-service Experience Principles 20 01/09/13 Be personable — On the O2 website, the customer has access to useful videos of friendly experts explaining how to use their mobile wallet Self-service experience principle #4
  21. 21. Self-service Experience Principles 21 01/09/13 Get personal — J.Crew personal stylist service responds to the needs of busy customers — All email addresses have a name, so the customer feels like they are talking to a person and not an automated service Self-service experience principle #4
  22. 22. Self-service Experience Principles 01/09/13 Document File Name Lego went out of their way to provide a personal touch by digging up a discontinued set for a disappointed child who had saved up for two years Above and beyond http://www.adweek.com/adfreak/lego-shocks-11-year-old-boy- sending-him-discontinued-train-set-hed-always-wanted-145693
  23. 23. Self-service Experience Principles 01/09/13 Document File Name Every day staff in the Ritz-Carlton hotel are briefed on each guest in order to tailor the experience according to their specific needs Tailored service http://beloved-brands.com/2012/10/25/ritz-carlton/
  24. 24. Self-service Experience Principles 24 01/09/13 Recognise the customer — Amazon call centre staff identify the customer ahead of the call so that they address them by name and know about their specific needs Self-service experience principle #4
  25. 25. Self-service Experience Principles 25 01/09/13 Be friendly — The tone of voice of first direct’s ‘Contact us’ pages is very friendly and contributes to establish a human touch Self-service experience principle #4
  26. 26. 26 Self-service Experience Principles 01/09/13 SELF-SERVICE EXPERIENCE PRINCIPLE #5 Create delight through small, unexpected touches
  27. 27. Self-service Experience Principles 01/09/13 Document File Name Research shows that Autoglass® customers are pleasantly surprised to discover the technician will vacuum their vehicle after replacing their glass, as they do not expect it Surprise your customer (in a good way) http://www.u-boot.co.uk/baldockbardblog/wp- content/uploads/2012/06/Autoglass1.jpg
  28. 28. Self-service Experience Principles 28 01/09/13 Trust your customer — Ocado customers can ask for refunds on defective goods easily online and get a full refund with no proof needed Self-service experience principle #5
  29. 29. 29 Self-service Experience Principles 01/09/13 SELF-SERVICE EXPERIENCE PRINCIPLE #6 Carry the customer’s information across when they choose to switch channel or device
  30. 30. Self-service Experience Principles 30 01/09/13 Make conversations count — Trailfinders advisors record in-store conversations with customers in a central digital system — Any advisor talking to the same customer (in store or on the phone) will access those details, creating the impression of a consistent team serving the customer http://bpconcepts.files.wordpress.com/2010/02/trailfinders.jpg Self-service experience principle #6
  31. 31. Self-service Experience Principles 31 01/09/13 Embrace multi-channel — John Lewis remembers the customer’s favourites and previous searches across different channels (online and mobile) Self-service experience principle #6
  32. 32. Self-service Experience Principles 32 01/09/13 Provide a seamless experience — Evernote allows the customer to keep notes on all their digital devices — It constantly syncs between devices so that everything is up-to-date and works seamlessly when the customer chooses to switch device Self-service experience principle #6
  33. 33. 33 Self-service Experience Principles 01/09/13 Mara Protano Senior Practitioner mara.protano@foolproof.co.uk THANK YOU!

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