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The Holistic Customer: Beyond the Website Experience - Managing Experience 2010

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Design for a holistic experience for your customers - don't just think about the website. I'll talk about why this is important and provide some tips on how to get started!

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The Holistic Customer: Beyond the Website Experience - Managing Experience 2010

  1. 1. The Holistic Customer Beyond the Website Experience<br />Samantha Starmer<br />sstarme@rei.com<br />@samanthastarmer<br />
  2. 2. REI – Recreational Equipment, Inc.Retailer, Member owned co-op1938<br />"We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship."<br />
  3. 3. me<br />UX & IA related work for places like Amazon, Microsoft<br />REI – first experience at a non high tech company<br />Teach at University of Washington<br />Most important - Spent 10 years in the restaurant and bar business. With a lot of customers.<br />
  4. 4. First, a story…<br />http://www.flickr.com/photos/seandreilinger/2959785536/<br />
  5. 5.
  6. 6. Palm Springs!<br />
  7. 7. Resort Hotel!!<br />
  8. 8. I am lucky<br />
  9. 9. Verdant<br />
  10. 10. Lush<br />
  11. 11. Foliage…lots of foliage<br />
  12. 12. Like The Secret Garden!<br />
  13. 13. But…<br />
  14. 14. I was tired<br />
  15. 15. I needed an adult beverage<br />$80 wine!!!<br />
  16. 16. But I’m cheap…<br />
  17. 17. …and car-less<br />
  18. 18. I have to get out of a 13 acre resort<br />
  19. 19. So, with a crappy map<br />
  20. 20. and tips (seriously), <br />
  21. 21. I finally find my way out<br />
  22. 22. And escape to the real world<br />
  23. 23. But now it is dark<br />
  24. 24. And the lovely, secret foliage<br />
  25. 25. With all of the nooks and crannies<br />
  26. 26. That I already got lost in when it was light…<br />
  27. 27. Is kinda scary<br />
  28. 28. Finally, thank god<br />
  29. 29. Now I really need a drink<br />
  30. 30. At least for walking, exploring or doing anything not related to sitting by a pool and drinking<br />
  31. 31. no sign policy<br />
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38. except…<br />
  39. 39.
  40. 40. WHY<br />should you care?<br />
  41. 41.  65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.<br />Pubblicita offline e ricercheneimotori, 2007<br />From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati<br />
  42. 42. They are coming from everywhere!<br />
  43. 43. We have no control<br />
  44. 44. over how people hear about us<br />
  45. 45. Or get to us<br />
  46. 46. 53% of US online consumers say they research products online that they subsequently buy offline.<br />Forrester, North American Technographics Retail Online Survey, Q1 2009 (US). <br />
  47. 47. Over half REI online business is picked up in a store<br />
  48. 48. Even if you think you are web only, you are multi-channel<br />http://www.flickr.com/photos/shaireproductions/3176968409/<br />
  49. 49. Customers are interacting with your brand. <br />They don’t care about the channel; they care about the experience.<br />
  50. 50. I’m the same customer in each interaction<br />
  51. 51. Leaving lovely hotel room<br />
  52. 52. Getting flight # via email<br />
  53. 53. Check in via mobile app<br />
  54. 54. I don’t want flight status!<br />
  55. 55. Okay, trying another way<br />
  56. 56.
  57. 57. Flight not recognized<br />
  58. 58. http://www.flickr.com/photos/mindaugasdanys/3766009204<br />
  59. 59. Fine. <br />Old school check in.<br />
  60. 60. US Airways….<br />
  61. 61.
  62. 62. And one more reason?<br />
  63. 63. Our Marketing peers are way ahead of us…<br />
  64. 64. some<br />GUIDELINES<br />
  65. 65. Think about on ramps and off ramps<br />
  66. 66. Don’t assume the customer is using the front door.<br />
  67. 67. Holistic experience at all entrances<br />
  68. 68. Back door <br />
  69. 69. Side door<br />
  70. 70. Holistic experience?<br />
  71. 71.
  72. 72. Where’s the award?<br />
  73. 73. Store directions?<br />
  74. 74.
  75. 75.
  76. 76. Who is REI? Why am I here?<br />
  77. 77. Are your on ramps and off ramps a good experience?<br />
  78. 78. Be consistent…<br />Consistent brand<br />
  79. 79.
  80. 80.
  81. 81.
  82. 82.
  83. 83. Coordination, timing<br />
  84. 84. Be consistent…<br />Consistent information<br />
  85. 85. The most common problems reported by Web-to-store shoppers related to discrepancies in prices and product information across the two channels.<br />Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping? <br />December 2009 <br />
  86. 86. Not the same information!<br />
  87. 87. Not the same information!<br />
  88. 88. Be consistent…<br />But optimize channel capabilities<br />
  89. 89. Surface at a hotel<br />http://news.cnet.com/8301-10805_3-10016573-75.html<br />
  90. 90. http://news.cnet.com/8301-10805_3-10016573-75.html<br />
  91. 91.
  92. 92. Augmented Reality dressing room<br />http://www.tobi.com/<br />
  93. 93. Not just a stupid advertising app<br />
  94. 94. Don’t design for user's needs on the website, design for the holistic experience<br />
  95. 95. HOW<br />to start<br />
  96. 96. Use metrics<br />http://www.flickr.com/photos/iliahi/2606645766/<br />
  97. 97.
  98. 98. Tools<br />mechanics<br />
  99. 99. <ul><li>Experience Design
  100. 100. Service design
  101. 101. Customer experience
  102. 102. Customer relationship management
  103. 103. Multi-Channel communications
  104. 104. Cross-Channel Marketing
  105. 105. Ubiquitous computing
  106. 106. Design Thinking
  107. 107. Pervasive IA (@resmini)</li></ul>Disciplines<br />
  108. 108. <ul><li>Field Experience
  109. 109. Service Inventory
  110. 110. Customer Journey Mapping
  111. 111. Experience mapping
  112. 112. Mental Models
  113. 113. Business Origami (@jessmcmullin)</li></ul>Tools and Methods<br />
  114. 114. Wander the halls<br />
  115. 115.
  116. 116.
  117. 117. Leave your comfort zone<br />
  118. 118.
  119. 119.
  120. 120.
  121. 121.
  122. 122. http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg<br />
  123. 123. Understand executives’ goals<br />
  124. 124. Listen<br />
  125. 125. Designing a holistic experience means listening holistically:<br /><ul><li>Usual UX research, but also
  126. 126. Call center
  127. 127. Email queries and feedback
  128. 128. Live Chat transcripts
  129. 129. Social Media
  130. 130. Sentiment Analysis
  131. 131. Market Research
  132. 132. Analytics (behavior)
  133. 133. Store follows/shop alongs</li></li></ul><li>Hang with a new crowd<br />http://averagecats.com/page/7<br />
  134. 134. Make new friends<br />Marketing<br /><ul><li>IT, or anyone who can build stuff
  135. 135. Finance
  136. 136. Distribution Center
  137. 137. Customer Service
  138. 138. Innies with outies, outies with innies
  139. 139. Different industries</li></ul>Artists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…<br />
  140. 140. Don’t get overwhelmed<br />http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html<br />
  141. 141. You can’t be everywhere at once<br /><ul><li>Target a channel pair
  142. 142. Focus on incremental progress
  143. 143. Measure stuff
  144. 144. Celebrate (and communicate) quick wins
  145. 145. Get allies to spread the work</li></li></ul><li>Finally…<br />(and this one is hard)<br />
  146. 146. Don’t be grabby<br />http://www.flickr.com/photos/jimfrazier/1810966604/<br />
  147. 147. Let go of control<br /><ul><li>It’s okaywhen other people start talking about the customer experience
  148. 148. It’s okaywhen other people try to improve the customer experience
  149. 149. It’s okayif you aren’t involved in EVERYTHING
  150. 150. It’s okayif you aren’t the only one making a difference.</li></ul>Isn’t it all about the customer?<br />
  151. 151. EVERYONE should care about customer experience<br />
  152. 152. Join the Journey<br />http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg <br />
  153. 153. Thank you.Samantha Starmersstarme@rei.com@samanthastarmer<br />

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