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.
So, why should you care about this?
They hear about you from print advertising
From all sorts of physical messaging
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.
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.
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.
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.
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.
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 ricerche nei motori, 2007 From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
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
Designing a holistic experience means
listening holistically: • Usual UX research, but also • Call center • Email queries and feedback • Live Chat transcripts • Social Media • Sentiment Analysis • Market Research • Analytics (behavior) • Store follows/shop alongs
Make new friends Marketing
• IT, or anyone who can build stuff • Finance • Distribution Center • Customer Service • Innies with outies, outies with innies • Different industries Artists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…
Let go of control •
It’s okay when other people start talking about the customer experience • It’s okay when other people try to improve the customer experience • It’s okay if you aren’t involved in EVERYTHING • It’s okay if you aren’t the only one making a difference. Isn’t it all about the customer?