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Developing seamless consumer experiences across multichannel platforms

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Tom Voirol, Global Head of User Engagement at Reading Room, spoke on developing seamless consumer experiences across multichannel platforms at the Best Practices in Consumer Engagement Conference in Singapore on 13 Jan 2015.

In this presentation, he shared insights on:
* how to develop innovative strategies to prevent disjointed interactions with consumers;
* steps to creating a consistent brand personality & positioning across multiple channels;
* optimising the unique properties & advantages of each channel & tailoring user experience accordingly;
* how to promote ongoing, synchronised dialogue with consumers & be responsive enough to changes.

Published in: Marketing
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Developing seamless consumer experiences across multichannel platforms

  1. 1. Seamless Consumer Experiences Tom Voirol, Global head of user engagement Best Practices in Consumer Engagement, 13 January 2015
  2. 2. Today… Overview Strategy Development Execution
  3. 3. Overview
  4. 4. Channels? Introduction
  5. 5. Introduction
  6. 6. Introduction
  7. 7. 90% of media interactions are screen- based Introduction Source: The New Multi-screen World Study, Google 2014
  8. 8. What channels? Introduction
  9. 9. The sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier Customer Experience? Introduction
  10. 10. Sum of all experiences Introduction ⇨ By definition multi-channel
  11. 11. Experiences are about people Introduction
  12. 12. Experiences are about emotions Introduction
  13. 13. Experiences are shared Introduction
  14. 14. Social media = biggest soap box ever Introduction
  15. 15. Strategy
  16. 16. Strategy Hygiene, performance and delight The multi-screen world CRM integration is key
  17. 17. Hygiene, performance and delight Strategy
  18. 18. Kano model axes
  19. 19. Kano model overview
  20. 20. Kano model Basic expectations
  21. 21. Basic expectations
  22. 22. Kano model Performance payoff
  23. 23. Performance payoff … …
  24. 24. Kano model Excitement generators
  25. 25. Surprise!
  26. 26. Nokia = great design style
  27. 27. Innocent juice = humour
  28. 28. Mint 404 page = quirk
  29. 29. Story time
  30. 30. Gaylord Opryland
  31. 31. Tweets
  32. 32. Clock radio in room
  33. 33. Happy guest
  34. 34. Of course she’s a blogger
  35. 35. Emotional journey Strategy
  36. 36. Emotional lows are the best opportunity to delight the customer Strategy
  37. 37. But…
  38. 38. Fish swimming upstream
  39. 39. Kano model overview
  40. 40. Example Free Wifi
  41. 41. Delight your employees Source: Thorleif Hallund, Director of Customer Experience, Telenor DK
  42. 42. Hygiene, performance and delight Basic expectations = hygiene factors. Perform poorly on these and you suffer. Performance payoffs = standard factors. The more you do, the more customers appreciate it. Excitement generators = wow factors. This is what will make you memorable. Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar. Delighted (and empowered) staff will delight customers. Strategy
  43. 43. The multi-screen world Smartphone, Computer, Tablet, TV Simultaneous usage • Multi-tasking - unrelated activity • Complementary usage - related activity Sequential usage Strategy
  44. 44. Context drives device choice Strategy Source: The New Multi-screen World Study, Google 2014
  45. 45. Sequential screening mostly within a day Strategy Source: The New Multi-screen World Study, Google 2014
  46. 46. Smartphones #1 starting place Strategy Source: The New Multi-screen World Study, Google 2014
  47. 47. PCs starting place for complex activities Strategy Source: The New Multi-screen World Study, Google 2014
  48. 48. Tablets for shopping and trip planning Strategy Source: The New Multi-screen World Study, Google 2014
  49. 49. We switch screens while shopping Strategy Source: The New Multi-screen World Study, Google 2014
  50. 50. Multi-device path to purchase Strategy Source: The New Multi-screen World Study, Google 2014
  51. 51. CRM integration is key
  52. 52. CRM integration is key Multi-channel contact centre CRM at the core of all customer relations Social CRM Strategy
  53. 53. Multi-channel Contact Centre More than half of call centres use six channels or more Provide agents with the training and tools needed to successfully use each channel Automated customer contact distribution (on all channels, not just voice) Break down data silos between channels Contact centre analytics using business intelligence tools, e.g. channel effectiveness Employ text (and speech) analytics Strategy Source: Aberdeen Group Analyst Insight, November 2012
  54. 54. Text and speech analytics Determine root cause of repeat contacts and poor first contact resolution, even when contacts cross channels • Call center voice and notes • Customer email and chat • Social media • Survey comments Strategy
  55. 55. MCCC – Self-assessment Strategy
  56. 56. Are they taking their own advice? Strategy
  57. 57. CRM at the core of all customer relations Strategy
  58. 58. Social CRM Strategy Source: Digital Buzz Blog, April 2011
  59. 59. Social CRM …is a strategy …is a back-end process and system for managing customer relationships …is a toolkit …is more influential Strategy
  60. 60. Social CRM as a strategy Strategy
  61. 61. Social CRM as a strategy Strategy Source: Conversity, August 2012
  62. 62. Social CRM as a process Strategy Source: Digital Buzz Blog, April 2011
  63. 63. Social CRM as a toolkit Strategy
  64. 64. Why social CRM is more influential Strategy Source: Digital Buzz Blog, April 2011 When deciding to engage on social media, users look for…
  65. 65. Development
  66. 66. How to develop better CX 1 Research your customers 2 Examine touchpoints 3 Design the improved experience 4 Prototype, test, repeat Development
  67. 67. 1 Research your customers Development
  68. 68. You could ask consumers what they want
  69. 69. Image credits: Joe Shlabotnik (Flickr)
  70. 70. Image credits: Jeff Gothelf
  71. 71. Image credits: cavstheblog.com
  72. 72. Yes we do ask people, but we don’t ask them what they want, we find out what their emotional journey is Image credits: GfK Group
  73. 73. We observe them Image credits: OakleyOriginals (Flickr)
  74. 74. We listen to social media conversations
  75. 75. We track analytics
  76. 76. Behavioural data is always preferable to attitudinal data
  77. 77. Eat your own dog food
  78. 78. Anonymous / mystery shopping
  79. 79. Personas and storyboards
  80. 80. 2 Examine touchpoints Development
  81. 81. Construct the emotional journey
  82. 82. Use insights for storyboarding
  83. 83. 3 Design the improved experience Use channels appropriately Understand context Simple is best Mobile first / mobile responsive Designing for multi-screen journeys Stop finding excuses Development
  84. 84. Use channels appropriately Website: Go in-depth, transact, convert Mobile site: Validate, qualify, show to others Mobile app: Interact, transact, consummate the relationship Email: Topical, relevant, timely updates. Used for forwarding Social media: Conversation, dialogue, never push messaging Contact-centre: Situation-specific help and advice In-person: Explanation, help with complex situations, high-security- requirement transactions Never send people off to another channel from the one they chose! Development
  85. 85. Understand context Development
  86. 86. Simple is best Development
  87. 87. Story time
  88. 88. Contact form with 11 fields
  89. 89. Contact form with 4 fields
  90. 90. +150% conversion rate 0 50 100 150 200 250 300 Original form Reduced form Development
  91. 91. Story time
  92. 92. Expedia
  93. 93. The $12m form field Name* Company Address* City* Country* Card number* Name on card* John Doe Citibank Singapore 8 Marina View Tower 1 Singapore
  94. 94. The $12m form field - article
  95. 95. Mobile responsive design Development
  96. 96. Mobile first Development
  97. 97. Designing for multi-screen journeys Enable customers to save their progress between devices Provide a signed-in experience …but don’t require sign-in Remember them • Saved shopping cart • Allow them to email their progress to themselves • If you must time out, retrieve the work they’ve already done • Not another &!%#* password! Development
  98. 98. Stop finding excuses Customer “convenience” Our convenience Security Technology Laziness Development
  99. 99. Customer “convenience” Development
  100. 100. Our convenience Development
  101. 101. Security If you are not a bank, don’t act like one. What is the worst that can happen? A number of banks have simplified their mobile login process by allowing customers to select a lower payment amount limit in return for lower security requirements (source: Mapa Research April 2014) Development
  102. 102. Security Development
  103. 103. Security Development
  104. 104. Technology Development
  105. 105. Laziness Development
  106. 106. Stop thinking like you. Think like a customer. In summary… Development
  107. 107. 4 Prototype, test, repeat Development
  108. 108. Image credits: HyperXP.com (Flickr)
  109. 109. Image credits: SAP
  110. 110. Image credits: Adobe
  111. 111. Image credits: Interfacematters.com
  112. 112. Image credits: matteopenzo (Flickr)
  113. 113. Image credits: eekim (Flickr)
  114. 114. Image credits: jungleminds.com
  115. 115. A/B testing: Refine the experience
  116. 116. The improvement cycle Understand people Design to their needs Test and refine
  117. 117. It doesn’t have to be expensive
  118. 118. Execution
  119. 119. Execution Measure, track, improve Leadership Agile iterative discovery
  120. 120. Measure, track, improve Base KPIs on organisational objectives and choose metrics to fit Define conversions, track across all channels Don’t measure whatever Google Analytics gives you out of the box Close the feedback loop, base decisions on metrics Execution
  121. 121. Leadership Customer experience must be championed from the top Consider a Head of Customer Experience role Give that person wide-ranging authority to make changes • to products • to services • to channel partnerships • to owned, earned and paid media • to internal processes and roles Execution
  122. 122. Agile, iterative discovery Execution
  123. 123. Everything changes rapidly Execution
  124. 124. Your market Execution
  125. 125. Consumers’ expectations Execution
  126. 126. Your competition Execution
  127. 127. Digital technology Execution
  128. 128. Your organisation’s maturity Execution
  129. 129. The old model is dead Execution
  130. 130. Agile, iterative discovery Execution Sprint 1 Sprint 2 Sprint 3 Review, research, plan Review, research, plan Review, research, plan
  131. 131. Get in touch… Tom Voirol Global Head of User Engagement tom@readingroom.com Global digital communications consultancy 270 staff, 65 in Singapore UK, Singapore, Australia, Thailand, China Digital strategy, business transformation consulting, website and mobile design and build
  132. 132. Further reading • Google multi-screen study http://rroom.me/googlemultiscreenstudy • Conversocial http://rroom.me/conversocial • Digivizer http://rroom.me/digivizer • Why the marketing funnel is all wrong (McKinsey) http://rroom.me/marketingfunneliswrong • Retail multichannel research (Accenture) http://rroom.me/accentureretailresearch • Seamless retail (Accenture) http://rroom.me/accentureseamlessretail • Multi-channel contact centre (Oracle, Aberdeen Group) http://rroom.me/multichannelcontactcentre • Multi-channel contact centre self assessment (Aberdeen Group) http://rroom.me/mccctool • Winning the Key Strategic Banking Battles: Cross Channel Experiences (Mapa Research)http://rroom.me/crosschannelbankin g

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