Holistic Customer Experience - MX 2010
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Managing Experience 2010; IA Summit 2010
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Holistic Customer Experience - MX 2010
- 1. The Holistic Customer Beyond the Website Experience Samantha Starmer sstarme@rei.com @samanthastarmer
- 2. REI – Recreational Equipment, Inc. Retailer, Member owned co-op 1938 "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.
- 8. I am lucky
- 9. Verdant
- 10. Lus h
- 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
- 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…
- 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 ricerche nei motori, 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. http://www.flickr.com/photos/shaireproductions/3176968409/ Even if you think you are web only, you are multi-channel
- 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
- 52. Getting flight # via email
- 53. Check in via mobile app
- 54. I don’t want flight status!
- 59. Fine. Old school check in.
- 60. US Airways….
- 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?
- 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
- 88. Be consistent… But optimize channel capabilities
- 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
- 98. mechanic s Tools
- 99. •Experience Design •Service design •Customer experience •Customer relationship management •Multi-Channel communications •Cross-Channel Marketing •Ubiquitous computing •Design Thinking •Pervasive IA (@resmini) Disciplines
- 100. •Field Experience •Service Inventory •Customer Journey Mapping •Experience mapping •Mental Models •Business Origami (@jessmcmullin) Tools and Methods
- 101. Wander the halls
- 111. Listen
- 112. 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
- 113. http://averagecats.com/pa Hang with a new crowd
- 114. 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…
- 116. You can’t be everywhere at once •Target a channel pair •Focus on incremental progress •Measure stuff •Celebrate (and communicate) quick wins •Get allies to spread the work
- 117. Finally… (and this one is hard)
- 119. 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?
- 120. EVERYONE should care about customer experience
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