1.
Webinar:
How to Design for an Omni-Channel
Shopping Experience
Sean Van Tyne, co-author of The Customer
Experience Revolution
Alfonso de la Nuez, Co-Founder and Co-CEO
at UserZoom
#uzwebinar

2.
Speakers:
Sean Van Tyne
Co-author
The Customer Experience
Revolution
Alfonso de la Nuez
Co-Founder and Co-CEO
UserZoom

3.
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #uzwebinar
www.userzoom.com

4.
About UserZoom
 UserZoom offers an all-in-one software solution to manage
digital Customer Experiences by enabling brands to costeffectively plan, research, design, and measure CX and UX
on a unified platform.
UX Consultants since ’01, SaaS since ‘09
In Sunnyvale (CA) Manchester (UK), Munich
(DE) and Barcelona (Spain)
90% renewal rate
www.userzoom.com

5.
About UserZoom
Unique, innovative & holistic approach to online CXM
www.userzoom.com

6.
Agenda
•
•
•
•
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What Omni-Channels are
Who Omni-Channel shoppers are
Creating an Omni-Channel
Qualitative and quantitative research
Journey maps and service blueprints
www.userzoom.com

7.
Single Channel
Bulk of revenue
from one
channel
Multi-Channel
Different
experiences
across channels,
siloed business
units, and brand
dilution
Cross-Channel
single brand
across channels
and product
synergy
Omni-Channel
single view of
customers
across channel,
seamless
access across
channels,
organization
united across all
channels

8.
Customers are Multi-Dimensional
• She is busy at work and out with friends.
• She always has her mobile device in her
hand.
• She’s active on Facebook and Twitter and
YouTube and a dozen other social media
sites.
• She is smart and demanding.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

9.
Customers are Multi-Dimensional
• We want that customer to be able to
interact with Macy’s no matter where she
is or how she shops.
• It makes no difference to us whether she
buys something in our store or online … or
whether she is shopping from her desktop
computer or her Droid or her iPad.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

10.
Customers are Multi-Dimensional
• We have a whole series of strategies in
place to drive our store customers to the
Web, and our online customer to the
stores.
• We strive to have a 360-degree view of
the customer.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

11.
Omni-Channel Shoppers
• Multi-Channel Shoppers spend, on average,
15% to 30% more with a retailer than someone
than a Single Channel Shoppers
• Omni-Channel Shoppers will spend 15% to
30% more than Multi-Channel Shoppers
• Omni-Channel Shoppers are more likely to
influence others via their social networks and
online activity and exhibit strong loyalty
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

12.
Three Types of Omni Shoppers
• Omni/Integrated. Affluent, home-oriented but
well connected on the move and at the office, 30
to 50 years old.
• Young Mobile. Shoppers younger than 30 who
are constantly on the move, but who primarily
text and rarely email.
• Social Networker. Primarily young but span all
age groups. Connected by interest rather than
age or location.
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

13.
Omni-Channel Shoppers
• Omni-Channel Shopping requires an
immersive and superior customer
experience regardless of channel
• Merchandise that is customer-centric
and is not specific to any channel
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

14.
Creating an Omni-Channel
• Communications between the Marketing,
Sales, and IT needs to be as smooth as
possible with little confusion about goals
and strategies
• A clear and thorough understanding of the
customer and target market is required to
be able to determine, develop, and deliver
the brand promise

15.
Creating an Omni-Channel
• Keep an omni-channel context – identify
where it can degrade meaning to a customer
• Model and predict the different ways your
customer transitions between various
channels - from a digital channel into a physical
space and your employees
• Switching channels - We often “drift” back and
forth between/across channels over an
undefined time period

16.
Creating an Omni-Channel
• Do it Early - very early in a design
process, identify, visualize and map these
informational needs so you can begin to
construct maps of how information will
flow across the wider “eco-systems”
• Do it Often – review experience designs
with stakeholders, subject matter experts
and your target audiences as often as
possible to constantly revise and perfect it

17.
Types of Touch Points
• Physical touch points: your physical
products, packaging, etc.
• Digital touch points: are constantly
updated like websites, Twitter, etc. These
are always evolving
• Human touch points: customer service,
interactions with your employees

18.
Quantitative and Qualitative
• Quantitative information can provide
analytics about what people are doing with
your products but it doesn’t tell you why
• Qualitative measures that can help you
understand why.

19.
Follow Your Customers
• Observe how your customers interact with your
channels (website, products, services, people,
etc.) and learn about the context
• Look for “workarounds” - see how your
customers adjust to interact with your products
and services to understand experience gaps and
opportunities for innovation.
• Follow the whole engagement: don’t just focus
on a single channel. Watch the entire process.

20.
Service Design – Customer Experience

21.
Maps and Blueprints
• Journey Map is a way to illustrate the cross
channel experience of a customer. It includes
what happens front-stage (visible to customer)
and back-stage (behind the scenes) in a linear
flow.
• Service blueprint helps to guide back-end
processes: how things fit together and what
needs to be in place to create a great
experience.

22.
• Design an integrated approach to manage
cross channel experiences
• Ensure an experience design that is
consistent with your brand objectives and
strategic product vision
• Manage the experience at all touch points
across all channels

23.
Thank You
www.SeanVanTyne.com
http://twitter.com/Sean_Van_Tyne
www.linkedin.com/in/seanvantyne
www.cxrevolution.com
www.userzoom.com
@userzoom
http://www.linkedin.com/company/userzoom