The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
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The document discusses designing for a holistic customer experience across all channels of a brand. It recommends using metrics and tools from various disciplines like experience design, customer journey mapping, and ubiquitous computing to understand customer interactions from all entrances. The key is providing a consistent brand experience while optimizing each channel's capabilities. Designing holistically requires listening to customer feedback from all sources and involving different departments beyond just the website to improve the overall experience.
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The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
- 1. The Holistic Customer Beyond the Website Experience Samantha Starmer sstarme@rei.com @samanthastarmer
- 2. REI – Recreational Equipment, Inc.Retailer, Member owned co-op1938 "We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship."
- 3. me UX & IA related work for places like Amazon, Microsoft REI – first experience at a non high tech company Teach at University of Washington Most important - Spent 10 years in the restaurant and bar business. With a lot of customers.
- 4. First, a story… http://www.flickr.com/photos/seandreilinger/2959785536/
- 8. I am lucky
- 9. Verdant
- 10. Lush
- 12. Like The Secret Garden!
- 13. But…
- 14. I was tired
- 15. I needed an adult beverage $80 wine!!!
- 16. But I’m cheap…
- 17. …and car-less
- 18. I have to get out of a 13 acre resort
- 19. So, with a crappy map
- 20. and tips (seriously),
- 21. I finally find my way out
- 22. And escape to the real world
- 23. But now it is dark
- 24. And the lovely, secret foliage
- 25. With all of the nooks and crannies
- 26. That I already got lost in when it was light…
- 27. Is kinda scary
- 29. Now I really need a drink
- 30. At least for walking, exploring or doing anything not related to sitting by a pool and drinking
- 31. no sign policy
- 38. except…
- 40. WHY should you care?
- 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. Pubblicita offline e ricercheneimotori, 2007 From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
- 42. They are coming from everywhere!
- 43. We have no control
- 44. over how people hear about us
- 45. Or get to us
- 46. 53% of US online consumers say they research products online that they subsequently buy offline. Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
- 47. Over half REI online business is picked up in a store
- 48. Even if you think you are web only, you are multi-channel http://www.flickr.com/photos/shaireproductions/3176968409/
- 49. Customers are interacting with your brand. They don’t care about the channel; they care about the experience.
- 50. I’m the same customer in each interaction
- 51. Leaving lovely hotel room
- 52. Getting flight # via email
- 53. Check in via mobile app
- 54. I don’t want flight status!
- 55. Okay, trying another way
- 59. Fine. Old school check in.
- 60. US Airways….
- 62. And one more reason?
- 63. Our Marketing peers are way ahead of us…
- 64. some GUIDELINES
- 65. Think about on ramps and off ramps
- 66. Don’t assume the customer is using the front door.
- 67. Holistic experience at all entrances
- 68. Back door
- 69. Side door
- 76. Who is REI? Why am I here?
- 77. Are your on ramps and off ramps a good experience?
- 78. Be consistent… Consistent brand
- 84. Be consistent… Consistent information
- 85. The most common problems reported by Web-to-store shoppers related to discrepancies in prices and product information across the two channels. Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping? December 2009
- 86. Not the same information!
- 87. Not the same information!
- 88. Be consistent… But optimize channel capabilities
- 89. Surface at a hotel http://news.cnet.com/8301-10805_3-10016573-75.html
- 92. Augmented Reality dressing room http://www.tobi.com/
- 93. Not just a stupid advertising app
- 94. Don’t design for user's needs on the website, design for the holistic experience
- 95. HOW to start
- 96. Use metrics http://www.flickr.com/photos/iliahi/2606645766/
- 98. Tools mechanics
- 100. Service design
- 101. Customer experience
- 105. Ubiquitous computing
- 106. Design Thinking
- 109. Service Inventory
- 111. Experience mapping
- 112. Mental Models
- 113. Business Origami (@jessmcmullin)Tools and Methods
- 114. Wander the halls
- 117. Leave your comfort zone
- 124. Listen
- 126. Call center
- 127. Email queries and feedback
- 129. Social Media
- 130. Sentiment Analysis
- 131. Market Research
- 132. Analytics (behavior)
- 135. Finance
- 136. Distribution Center
- 137. Customer Service
- 138. Innies with outies, outies with innies
- 139. Different industriesArtists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…
- 140. Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
- 142. Focus on incremental progress
- 143. Measure stuff
- 144. Celebrate (and communicate) quick wins
- 146. Don’t be grabby http://www.flickr.com/photos/jimfrazier/1810966604/
- 148. It’s okaywhen other people try to improve the customer experience
- 149. It’s okayif you aren’t involved in EVERYTHING
- 150. It’s okayif you aren’t the only one making a difference.Isn’t it all about the customer?
- 151. EVERYONE should care about customer experience
- 152. Join the Journey http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
Editor's Notes
- I currently work at REI, managing experience work.
- But most importantly (at least to this conversation), I spent 10 years in the restaurant and bar business and waited on a LOT of customers.
- But I had just arrived
- I later learned that the Parker Hotel has a ‘no sign’ policy.
- They made us take off our conference badges anytime we left the conference ‘sequestering’ area. They yelled at us if we walked around the property with our badges on.
- Door picture
- So, why should you care about this?
- They hear about you from print advertising
- From all sorts of physical messaging
- Door picture
- Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.
- I want to look into changing my seat while I check in for my flight, and don’t want to pull out and boot up my computer. Heck, I have an iPhone, I shouldn’t have to. I get my flight number via an email confirmation of my itinerary. And the email links me to a app to check in. Sweet.
- But the mobile app will only let me check flight status. Arrgh.
- Damn. I have to pull out my already packed computer
- Find the US Airways site (because I always forget the URL and end up at some advertising site instead)
- And the flight number that I just confirmed IS NOT RECOGNIZED.
- WAAAAAH. I can’t check in online. I can’t change my seat.
- Ritz carlton
- BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
- And one more reason you should care about customer experience beyond the website….
- Okay, so how to start thinking about holistic customer experience.
- Door picture
- Door picture
- Door picture
- Door picture
- Door picture
- Being consistent is important, but you also want to maximize the capabilities of each channel.
- This touch screen reader in a conference hotel was super handy for finding the room I was supposed to be in without having to ask for anyone or log into a computer.
- I think a lot of iPhone apps are kind of stupid and don’t maximize the strengths of the phone. But I really like this feature in Target’s app – it can tell you which aisle a product is in at your local store. Wow. I pull this up when I’m in a Target to save time and easily find the product I want to buy.
- There are a lot of tools to help you design for a holistic customer experience.
- And a lot of related disciplines.
- Ritz carlton
- Checking out the wayfinding
- And other signs. Hmmm – this one is hard to see because of all of the product stacked in front of it. That’s not a great experience.
- Door picture