Off The Map
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1. The document discusses customer touchpoints, which are points of interaction or connection between a customer and company throughout the customer experience. This includes interactions both online and offline. 2. Touchpoints are important because they make or break the customer experience. Good touchpoints can drive positive perceptions while poor ones negatively impact relationships. The document uses Airbnb as an example and discusses both positive and negative touchpoint experiences. 3. Identifying and improving touchpoints involves understanding customer needs, researching touchpoints through surveys and testing, and mapping out the customer journey to highlight opportunities. Customer journey maps are presented as a tool to visualize and discuss the experience.
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Off The Map
- 1. 2 201 ce en er nf co u sh p OFF THE MAP Wolf Becvar @wdbecvar
- 3. Can experience be designed? Tweet me @wdbecvar
- 4. DISCLAIMER Credit: http://thronesblog.com/wp-content/uploads/2012/05/Game-of-thrones-world-map.jpg
- 9. Credit: Richard Baker http://i.dailymail.co.uk/i/pix/2010/12/07/article-1336571-0C5E514A000005DC-166_634x402.jpg
- 13. HACK
- 14. Bad Usability? Credit: http://farm5.static.flickr.com/4103/5001552884_e89becb8a4.jpg
- 15. “Usability is not everything. If usability engineers designed a nightclub, it would be clean, quiet, brightly lit, with lots of places to sit down, plenty of bartenders, menus written in 18-point sans-serif, and easy to find bathrooms. But nobody would be there. They would all be down the street at Coyote Ugly pouring beer on each other.” - Joel Spolsky
- 16. 1. What are customer touchpoints? 2. Why touchpoints matter? 3. How to identify/improve touchpoints? 4. How to translate customer touchpoints into a project? 5. Q & As Tweet me @wdbecvar
- 17. 1. What are customer touchpoints? Tweet me @wdbecvar
- 18. DESIGN Tweet me @wdbecvar
- 19. CONTEXT Tweet me @wdbecvar
- 20. GET CONTEXTUAL! Tweet me @wdbecvar
- 21. “[...] every point in time the customer touches or connects with your company throughout the entire product/service delivery; pre-, during and post-purchase.” - Touchpoint Experience (2004) Tweet me @wdbecvar
- 22. “[...] every point of contact - online and off each communication, human resource, branding, marketing and sales process initiative creates touchpoints ... Tweet me @wdbecvar
- 23. The quality of touchpoint experiences drives perceptions, actions and relationships.” - Touchpoint Metrics (2003) Tweet me @wdbecvar
- 24. Touchpoints = Interactions
- 25. Digital Experience Customer Social Service Media Channels Interactive Marketing Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
- 26. How do I improve our customer experience? Tweet me @wdbecvar
- 30. Credit: http://joshunfried.com/wp-content/uploads/2010/10/wallmart_facebook.jpg Tweet me @wdbecvar
- 34. 2. Why touchpoints matter? Tweet me @wdbecvar
- 35. Touchpoints make or break a good experience. Tweet me @wdbecvar
- 42. “We connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations...” - airbnb.com Tweet me @wdbecvar
- 57. 3. How to identify/ improve customer touchpoints? Tweet me @wdbecvar
- 58. Identify the needs, the wants and the how to's. Tweet me @wdbecvar
- 59. Touchpoints evolve from user insights Tweet me @wdbecvar
- 60. Don’t just scratch the surface Credit: http://2.bp.blogspot.com/-nbAoHKQqGcM/TYouAEwFE0I/AAAAAAAABvU/y7JW7o5-zlM/s1600/IMG_3872.JPG
- 61. It’s about the INSIGHTS Credit: http://lh3.ggpht.com/-G6C6bHMPsvI/UB9GDxBMKII/AAAAAAAAABU/aA0j_eJ7sBE/swim_with_sharks.jpeg
- 62. Research Concept Build Run customer surveys benchmark sitemap usability testing flowchart design user test stakeholder wireframing <code/> interviews experience maps Tweet me @wdbecvar
- 63. The customer experience process starts at the moment the customer becomes aware of your company. Tweet me @wdbecvar
- 64. Map out a customer journey Tweet me @wdbecvar
- 65. ? Customer Journey Tweet me @wdbecvar
- 66. Document that visually illustrates •an individual user’s NEEDS. •series of INTERACTIONS, necessary to fulfill those needs. •EMOTIONAL STATES a user experiences throughout the process. Credits: Chris Risdon Tweet me @wdbecvar
- 67. Key Benefits •Encourages conversation and collaboration. •Highlights the flow of the customer experience. •Enables stakeholders to discuss opportunities for improving customer experience. Credits: Chris Risdon Tweet me @wdbecvar
- 68. Credit: http://1.bp.blogspot.com/-Mhb5PF-QDSc/T0YcPZ_EVzI/AAAAAAAAFxo/FjJcHYw9wo0/s1600/Lego.jpg
- 69. “We understand what is and what is not important to the customer in that experience and then we design a WOW experience to improve it.” - Richard Sollery, Senior Director of Consumer Experiences, LEGO
- 71. Tweet me @wdbecvar Credit: http://experiencematters.files.wordpress.com/2009/03/legowheel.png
- 72. •Formal approach to describing experiences. •Starts with the description of a specific customer. •Life cycle of experiences: before, during & after. •Easy to use and simple to understand. Tweet me @wdbecvar
- 76. sign up landing page tour call to copy action website sign in key Usability visual IA help contact pricing news twitter letter facebook tutorials system mailing channels blog APP support customer forum
- 77. 4. How to translate touchpoints into a project? Tweet me @wdbecvar
- 78. Credit: http://img.geocaching.com/cache/35db4b04-246a-43c9-833f-231be7c75507.jpg Tweet me @wdbecvar
- 79. Break down the silos Tweet me @wdbecvar Credit: http://www.michal-silosy.pl/nowa/download/tapeta1280x960.jpg
- 80. WRAP UP •Identify the needs, the wants and the how to’s. •Identify the touchpoints. •Look for the gap and fill it. •Make your touchpoints count. Tweet me @wdbecvar
- 81. Can experience be designed? Tweet me @wdbecvar
- 82. “A beholder must create his own experience.” - John Dewey, Philosopher Tweet me @wdbecvar
- 83. Good UX means that everyone wins. Tweet me @wdbecvar Credit: http://www.aljazeera.com/mritems/images/2012/5/20/201252075147290504_8.jpg
- 84. Thank You! @wdbecvar PS: I’m very interested in new hacks :) If you spot one make sure to tweet a pic and use #hackspotter
- 85. LINKLIST •http://uxmag.com/articles/6-disciplines-for-reaching-customer- experience-maturity •http://uxmag.com/articles/experience-maps-identify-inefficiencies- and-opportunities •http://uxmag.com/topics/customer-experience •http://uxmag.com/articles/6-disciplines-for-reaching-customer- experience-maturity •http://www.useit.com/papers/heuristic/heuristic_list.html •http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html •http://www.dubberly.com/articles/interactions-the-experience- cycle.html •http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html Tweet me @wdbecvar