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The Cross-Channel ExperiencePresented by Nick Finck,[object Object]
About Me,[object Object],User Experience Evangelist,[object Object],Blink Interactive,[object Object],Personal Site,[object Object],NickFinck.com,[object Object],Twitter,[object Object],@nickf,[object Object],Phobia,[object Object],Non-geeks,[object Object],Photo by  Jeff Croft - http://bit.ly/g0hPil,[object Object]
Overview,[object Object],Definitions ,[object Object],Methods,[object Object],Tools,[object Object],Examples,[object Object],Q&A,[object Object]
90%,[object Object]
90% of businesses say the cross-channel experience is critical to their business’s success.,[object Object],- Foviance& Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010,[object Object]
What is cross-channel experience design?,[object Object]
Cross-Channel Experience Design is the process of designing for all the touchpointsa person has with a business regardless of channel.,[object Object]
Wait! Aren’t you just talking about…,[object Object],[object Object]
Customer Experience Design?
Service Design?,[object Object]
“70% of US online customers,[object Object], research products online &,[object Object], purchase them offline.”,[object Object],- Forrester, “Profiling The Multichannel Customer”, July 2009,[object Object]
65% of search visitors are ,[object Object], looking for further info on,[object Object], something they saw via,[object Object], another channel.,[object Object],- Andrea Resmini & Luca Rosati, “IA for Ubiquitous Ecologies”, 2007,[object Object]
“53% of mobile searches on,[object Object], Bing have local intent.”,[object Object],- Greg Sterling, Search Engine Land, November 2010,[object Object]
3 Types of Touchpoints,[object Object]
Static Touchpoints,[object Object]
Interactive Touchpoints,[object Object]
Human Touchpoints,[object Object]
You might think of your work in the context of a channel but your customers do not.,[object Object]
So how do we craft a good cross-channel experience?,[object Object]
Methods,[object Object]
Observe how people use it,[object Object]
Know the context of use,[object Object]
Attention to detail counts,[object Object]
Look for hacks,[object Object]
Follow the whole engagement,[object Object]
Learn the business processes,[object Object]
Understand how employees work,[object Object]
Tools,[object Object]
Audience,[object Object]
On Stage,[object Object]
Backstage,[object Object]
Support Processes & Systems,[object Object]
Customer Journey Map,[object Object]
Experience Map,[object Object]
Service Blueprint,[object Object]
Business,[object Object]
Not everyone’s boss is Michael Scott,[object Object]
…They are more like David Wallace.,[object Object]
We must break down the silos.,[object Object]
We must cross-pollenate,[object Object]
We must work more like a hive,[object Object]
…with a unified vision of what we’re trying to do.,[object Object]
Some Examples,[object Object]
The cross channel experience
Add a DVD to my queue on the website,[object Object]
Told me when to expect the DVD,[object Object]
DVDs arrives in the mail,[object Object]
…and I can tell them when something went wrong,[object Object]
Confirmed when they received the DVD,[object Object]
I can also stream movies on my Laptop,[object Object]
I can resume the movie on the web,[object Object]
…or through the app,[object Object]
…on Xbox, tablet, smartphone, laptop, or TV.,[object Object]
Asked me how my experience was afterwards,[object Object]
Compensated me when something went wrong,[object Object]
…and I can tell them when something went wrong,[object Object]
Cross-Channel touchpoints,[object Object],Web,[object Object],Email,[object Object],Packaging,[object Object],Product,[object Object],Streaming Media,[object Object],Mobile,[object Object]
The cross channel experience
I wanted to get a mountain bike,[object Object]
So I researched them online,[object Object]
I wanted to test them in person,[object Object]
Photo by Hien Nguyen - http://bit.ly/ekeNdN,[object Object],I headed to the store,[object Object]
They had many mountain bikes,[object Object]
…and a place to test them!,[object Object]
Cross-Channel touchpoints,[object Object],Web,[object Object],Retail,[object Object],Product,[object Object],Sales Support,[object Object],Environment,[object Object]
The cross channel experience
So I wanted to watch Game of Thrones…,[object Object]
There is no way to add HBO on the web,[object Object]
So I went to Twitter…,[object Object]
HBO was added in no time,[object Object]
…and then, like magic, I had HBO.,[object Object]
Cross-Channel touchpoints,[object Object],Web,[object Object],Click-To-Chat,[object Object],Social Media,[object Object],Broadcast Media,[object Object]
Thank You,[object Object]
Questions,[object Object]

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