The emergence of the internet and the explosion in mobile usage has profoundly changed how customers interact with brands. Instead of distinct channels, we now need to think of seamless multichannel experiences. Using real life examples from global companies such as Goodyear, Vodafone and Waitrose (UK supermarket), Morgan highlights tools and techniques companies can use to understand and satisfy this new, hyper-connected customer.

1. Understanding the Multichannel Customer: !
Customer Experience in a Multichannel World!
Morgan McKeagney!
mckeagney!

2. About Me / Professional life, in 10 seconds!
Before:!
Now:!
mckeagney!
@morganmck!
#cxdayfinland!
#cxday!

3. In the old days… / A physical universe!
I need...

4. Place / Curated experiences!

5. Explosion of channels / Multichannel by default!
1990
Shop
Phone
2000
Shop
Phone
Website
Email
Shop
Phone
Website
Email
Mobile
Social
Tablets
Web TV
?
2011
I need...

6. 2010/11 - Something Happens / Mobile Explosion!
2044% increase in mobile traffic in one year.
Jan 2010!
March
2011!

7. Epiphany with a plumber / Brave New World!

8. Physical & Virtual Collide / Connected Customer!

9. New ways of shopping / Somewhat random!
Source: Google / IPSOS “The New Multi-screen World”, August 2012 !
“We’ve seen the emergence of a seamless,
blended world of physical and digital.”!
Mike McNamara, Tesco CIO!

10. Hotel Booking / Being human: what’s easiest & to hand!
web!
mobile!
email!
phone!
social!
Hotel booking: sample customer journey!

11. Understanding the multichannel !
customer!

12. Boiling it down / How best to connect with & delight our
customers?!
ACME!
Organisation! Channels! Customers!

13. Timeless wisdom / Drucker on Business!
a multichannel strategy!
“The aim of marketing is to know
and understand the customer so
well the product or service fits him
and sells itself.”!

14. Plus ca change / The more it stays the same!
“Make my life easier &
better. Understand me.
Surprise me.”!

15. Multichannel Strategy / A simple framework!
1. Insight /
Research!
2. Strategy
Definition!
3. Ideate &
Execute!
4. Evolve &
Adapt!

16. Research / Research drives unique insight!
Source: iQContent!

17. A customer letter / A plea for convenience!
Excellent quality products and brands I don't
see elsewhere.
I love the ambience when I walk in always friendly
and extremely happy to help......
Good coffee as I usually get one to sip near the end of my
shop.
I enjoy your Weekend Magazine and the monthly Kitchen
Magazine but I hate paper and would prefer an iPad
version more kitchen friendly plus I could then look at the
recipes on my phone instore & grab the ingredients.
Love the concept of mySupermarket so long as it is
personalised both local and for me when instore and
online....
I'm always looking for inspiration - bring Kitchen to life
by making it more accessible & allow me to share recipes,
more importantly know what I've bought & suggest even
if I need to get a couple of things.
“Please innovate a little more.” qualitative insights!

18. Analytics & Data / Uncovering patterns in behaviour!
Peak access to mobile site after 7pm!
Who! Behaviour! Outcomes!
16%! 9%!
quantitative insights!
Source: iQContent!

19. Customer insight / MCommerce Personas!
Multichannel Toolkit: Tool 1!
Source: iQContent!

20. Experiences Journey / Mapping customer touch points!
Source: Adaptive Path!

21. Modeling opportunities / Multichannel experience map!
Multichannel Toolkit: Tool 2!
Source: iQContent!

22. Cross-functional Collaboration / Exploding silos!
Multichannel Toolkit: Tool 3!
Source: iQContent!

23. Example / Genesis of a multichannel strategy!

24. Building the opportunity map / How can we create value?!

25. Building to think / Prototyping & making stu" tangible!
TBank
Multichannel Toolkit: Tool 4!
Source: iQContent!

26. Slide title & title style / Sub Headline style!
“Design is how it works”!

27. “We need a mobile wallet” / What might that look like?!

28. “We need a mobile wallet” / What might that look like?!

29. Bringing it all together / One-page strategy & roadmap !
Multichannel Toolkit: Tool 5!

30. Great UX design can yield surprising
results!
Case Study: Innovation in Multichannel Retail!
Source: iQContent!

31. The brief !
We need to develop an Android tablet
application for the Samsung Galaxy 7” which
can be used by in-store sales teams or the
customer on their own, which celebrates the
empowerment - through a series of unique
choices - they get when experiencing the
Vodafone MyWay decision process
“ !
”!
Vodafone!

32. Going undercover / Understanding the terrain!

33. How store sta" work / Understanding practices & frustrations!

34. Design workshops / Turning insight into tangible ideas!

35. Sketching / Inspiration & perspiration: imagining what it should!

36. Detailed design / Detail, detail, and lots of detail!

37. Code magic / Bringing it all to life (also via Web & Intranet)!

38. In the wild / A thing of utility, beauty, and
flexibility!

39. The MyWay multi-platform app was a
first for Vodafone worldwide. We were
able to o"er our price plan over several
di"erent channels all built on the one
design - its incredibly e#cient and
customer friendly!
“ !
”!
Joy Murphy !
Billpay Manager, Vodafone Ireland!

40. Last word / Sub Headline style!
“The purpose of a business is to
create a customer.”!

41. Kiitos!!
Get in touch:!
morgan.mckeagney@gmail.com!
@morganmck!
+353 87 135 5197!
mckeagney!