BRINGING PEOPLE AND TECHNOLOGY TOGETHER: DESIGNING FOR OMNICHANNEL

© 2002-2014 Nuance Communications Limited. All rights reserved.
Delivering on the
“omnichannel” promise.
Seb Reeve - EMEA Strategy Director, Nuance

Self-service solutions that
- recognize customers
- understand what they want
- use natural, conversational
interfaces to get things done
- analyse biometric data and other
context to combat fraud
Enterprise customer solutions
Customer service, intelligently delivered
Fast, accurate, intelligent
Anytime, anywhere

Behaviour
Motivation
Design

Technology has become an
integral part
of our daily lives…

Behaviour.

› Source: Caroline McSwain (http://carolinemcswain.wordpress.com/2010/10/25/the-internet-a-student%E2%80%99s-greatest-asset-or-worst-distraction/)
Talking
on phone
Surfing
the web?
Watching
television
Reading a
magazine
Listening
to music
Texting
a friend

Consumer device switching…
…even to complete a single task
Planning travel Shopping online Managing finances
Started on a PC 58% 59% 63%
Continued on a smartphone 41% 42% 45%
Continued on a tablet 44% 33% 33%
Continued on another device 21% 11% 15%
Base: US Online Adults (18+) who have 3 or more devices and started the specified activity on one device then continued it on another;
†US Online Adults (18+) who have 3+ devices and started the specified activity on a PC then continued it on another
*Devices include PC (desktop or laptop), tablet, HDTV, or smartphone; Respondents can select using the same type of device they started with
Source: North American Technographics Devices and Telecom Online Benchmark Recontact Survey, 2013

Has anyone read this book?
– On average, 58% of phone calls originated from
customers on your website.
– ⅓ of callers still on web at same time as calling you.
– Customers forced to channel switch are
10% less loyal.
– “It’s not getting them to use self-service – it’s
about getting then to stay.”
From the authors of the Customer Effort Score…

Motivation.
Strategic objectives for digital programmes
Creating new
business or
tapping new profit
pools
31%
Building
competitive
advantage in an
existing business
46%
Shoring up an existing
business and keeping
pace with competitors
12%
Cutting costs to improve
operating margins
11%
June 2014: The digital tipping point: McKinsey Global Survey results, n=850

Design.
Usability vs. Coherence
coherent
kə(ʊ)ˈhɪər(ə)nt
adjective
1. logical and consistent.
2. forming a unified whole.

Objectives.
Coherent?
Usable?

UX challenges driving our focus.
Areas of focus for usable and coherent service across channels & devices
Simplified
yet granular
navigation gets
users where they
want to go in as
few steps
possible.
Navigate
Using Biometrics
to improve
convenience and
security of
authentication
Authenticate
Conversational
dialog helps
users complete
transactions
by guiding them
naturally
Transact
High-accuracy
knowledge mining
that delivers
Answers, not just
search results
Answer
Natural
Conversational
Precise
Secure
Using context to
seamlessly escalate
to an
appropriate
resource
Escalate
Contextual

Barclays to offer voice recognition
British bank hopes technology can save customers time
on phone proving identity
Memorising multiple passwords to access your bank
account over the telephone may soon be a thing of the
past, at least for Barclays customers.
Ashok Vaswani, chief executive of Barclays personal and
corporate banking, told The Sunday Telegraph the new
system reduced the time it takes customers to verify
their identity from 90 seconds to less than 10 seconds.
“It’s foolproof,” he said in an interview. “You don’t get
fraud, and you don’t annoy the customers by asking
them to identify themselves with security.”
21st June 2014

"There will be a day when typing on keyboards or with thumbs on
mobile devices will come to a close," says Patrick Doyle, CEO at
Domino's, which has 10,900 stores in 70 world markets. "We want to
be the ones who continue to advance the technology experience.”
For several years, Brandon says, Domino's had been upgrading
the brand. "We fixed the pizza. We fixed the menu. Next: How do we
upgrade the technology?"
Domino's app lets you
voice-order pizza
Domino's current mobile app is its fastest-growing ordering vehicle,
now at about 18% of sales.
meet Dom!
17th June 2014

Putting it all together…
Seamless experiences require a continuity of memory
and experience across touchpoints.
Source: See Forrester’s September 19, 2013 report “Build Seamless Experiences Now”
Capture customer activities with
content and content state
Start with the customer’s identity,
profile, and preferences
Preserve session and history
to resume the experience

Seamless experiences.
– Solve the UX challenges on the touchpoints you have.
– e.g. Navigation, authentication, providing answers,
transacting and escalating seamlessly when needed
– Drive short-term benefit on those primary touchpoints.
– e.g. Biometric authentication in Voice: IVR or contact centre
– Design upfront for the desired experience across channels.
– e.g. Extending biometrics to mobile and web for consistency
An ongoing journey with many different paths

BRINGING PEOPLE AND TECHNOLOGY TOGETHER: DESIGNING FOR OMNICHANNEL

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