No matter how many departments your organization has, to your customers, it’s all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it’s related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience. In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.

1. The Cross-Channel ExperiencePresented by Nick Finck

2. About Me User Experience Evangelist Blink Interactive Personal Site NickFinck.com Twitter @nickf Phobia Non-geeks Photo by Jeff Croft - http://bit.ly/g0hPil

3. Overview Definitions Methods Tools Examples Q&A

4. 90%

5. 90% of businesses say the cross-channel experience is critical to their business’s success. - Foviance& Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010

6. What is cross-channel experience design?

7. Cross-Channel Experience Design is the process of designing for all the touchpointsa person has with a business regardless of channel.

9. Customer Experience Design?

11. “70% of US online customers research products online & purchase them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009

12. 65% of search visitors are looking for further info on something they saw via another channel. - Andrea Resmini & Luca Rosati, “IA for Ubiquitous Ecologies”, 2007

13. “53% of mobile searches on Bing have local intent.” - Greg Sterling, Search Engine Land, November 2010

14. 3 Types of Touchpoints

15. Static Touchpoints

16. Interactive Touchpoints

17. Human Touchpoints

18. You might think of your work in the context of a channel but your customers do not.

19. So how do we craft a good cross-channel experience?

20. Methods

21. Observe how people use it

22. Know the context of use

23. Attention to detail counts

24. Look for hacks

25. Follow the whole engagement

26. Learn the business processes

27. Understand how employees work

28. Tools

29. Audience

30. On Stage

31. Backstage

32. Support Processes & Systems

33. Customer Journey Map

34. Experience Map

35. Service Blueprint

36. Business

37. Not everyone’s boss is Michael Scott

38. …They are more like David Wallace.

39. We must break down the silos.

40. We must cross-pollenate

41. We must work more like a hive

42. …with a unified vision of what we’re trying to do.

43. Some Examples

45. Add a DVD to my queue on the website

46. Told me when to expect the DVD

47. DVDs arrives in the mail

48. …and I can tell them when something went wrong

49. Confirmed when they received the DVD

50. I can also stream movies on my Laptop

51. I can resume the movie on the web

52. …or through the app

53. …on Xbox, tablet, smartphone, laptop, or TV.

54. Asked me how my experience was afterwards

55. Compensated me when something went wrong

56. …and I can tell them when something went wrong

57. Cross-Channel touchpoints Web Email Packaging Product Streaming Media Mobile

59. I wanted to get a mountain bike

60. So I researched them online

61. I wanted to test them in person

62. Photo by Hien Nguyen - http://bit.ly/ekeNdN I headed to the store

63. They had many mountain bikes

64. …and a place to test them!

65. Cross-Channel touchpoints Web Retail Product Sales Support Environment

67. So I wanted to watch Game of Thrones…

68. There is no way to add HBO on the web

69. So I went to Twitter…

70. HBO was added in no time

71. …and then, like magic, I had HBO.

72. Cross-Channel touchpoints Web Click-To-Chat Social Media Broadcast Media

73. Thank You

74. Questions

75. Follow-up questions Consulting: BlinkInteractive.com Personal: NickFinck.com Email: nick@blinkinteractive.com Twitter: @nickf