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UX Bristol 2017 - Three steps to consistent, connected, cross channel customer experience
The document outlines three essential steps for organizations to achieve a consistent, connected, and cross-channel customer experience, stating that only a small percentage of customer experience programs effectively improve outcomes. It emphasizes the significance of having multidisciplinary teams, embracing agile practices, and adopting a comprehensive research approach driven by customer journeys rather than solely focusing on digital interactions. Lastly, the author highlights the importance of sharing insights, fostering collaboration, and committing to ongoing improvements as crucial for transforming customer experience.
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UX Bristol 2017 - Three steps to consistent, connected, cross channel customer experience
- 1.
- 2. THREE STEPS TOCONSISTENT, CONNECTED, CROSS CHANNEL CUSTOMER EXPERIENCE
- 3. “High impact companies bridgethe digital divide.” Leah Buley – Principle Analyst, Forrester
- 4. BEYOND DIGITAL Digital Divide HIGHIMPACT UX LOW IMPACT UX 94% 94% 94% 87% 49% 39% 40% 42% Web Mobile Desktop Employee Tools In store Retail Services Customer Support Print / Packaging Hardware 42% 16% 34% 13% 17% 6% 17% 6% 3% 3%
- 5. BEYOND UX TOCX Not this Or this Or even this But this UX & CX UX CX UX CX UXCX
- 6. CUSTOMER EXPERIENCE . .. is the sum of all experiences a consumer has with your goods or services, over the duration of their relationship with you
- 7. Business World sees new valuein customer experience.
- 8. ‘ONLY 25% OFCUSTOMER EXPERIENCE PROGRAMMES ACTUALLY IMPROVE THE CUSTOMER EXPERIENCE’ Econsultancy 2017
- 9. ’50% OF COMPANIESSAY THAT PARTIAL IMPLEMENTATION OR LACK OF UNDERTSTANDING OF UX IN THEIR ORGANISATION AS REASONS FOR FAILURE’ Forrester Research 2015
- 10. THREE QUESTIONS 1. What’sthe make-up of your organisation? 2. What’s your approach to research? 3. What type of UX work is done?
- 11. 1. Organisation Generalists individual contributorsonly Full teams with research, UX and visual design CX at board level 2. Research Adhoc Iterative testing and ethno research Qual & quant drive hypothesis driven experiments 3. Work Digital only Go beyond digital to end-to-end journey CX informs company strategy Simply tick one box for each question
- 12.
- 13. 75% OF COMPANIESSAY THAT ‘ORGANISATIONAL STRUCTURE IS THE BIGGEST BARRIERS TO CUSTOMER EXPERIENCE’ Econsultancy 2016
- 15. Transformation is upon us. Changeis obligatory.
- 16. C o ns i s t e n t – C o n n e c t e d – C r o s s c h a n n e l TAKE UXUP a notch
- 17. “TRANSFORMATION IS NOTJUST MOVINGAN ORGANISATION FROM A TO B, BECAUSE ONCE YOU HIT B, YOU NEED TO MOVE TO C” ING’s COO Bart Schlatmann - McKinsey Quarterly 2017
- 18. "IT’S ABOUT AMORE AGILE WAY OF WORKING TO RESPOND TO NEW DIGITAL DISTRIBUTION CHANNELS, CHANGING CUSTOMER BEHAVIOUR AND EXPECTATIONS.” ING’s COO Bart Schlatmann - McKinsey Quarterly 2017
- 19. COMPANIES WITH BOTHSPEED AND STABILITY HAVE A 70% CHANCE OF BEING RANKED IN THE TOP QUARTILE BY ORGANISATIONAL HEALTH McKindsey’s – Organisational Health Index 2016
- 20. Backbone Structure: ‘Primary home’for coaching and training Governance: transparency of ‘who’ and ‘how’ of decision making, resource allocation, and performance insight Process: Standard language and shared performance across teams Dynamic Team changer: Set up, dissolve and re- form teams Resource allocator: Assign people and money to projects teams Process builder: Quickly preview standard setup and processes, and stack in modular way Peer review: Offer quick feedback to a colleague Team targets: Set and reset metrics and targets at regular intervals Decision convener: Convene cross- functional leaders to debate decisions Decision delegator: Delegate decisions in real time to those close to the day-to- day action
- 21. WHAT DOES CHANGEASK OF US? 1. agile in the way we work 2. Comfortable with uncertainty 3. Stop thinking traditionally about marketing, UX and others 4. Multidiscipline teams with research, UX and design 5. Dynamic in team, resource and process building 6. Help clients deliver cross channel strategy 7. Understand the customer journey 8. Mentor more and work with in-house teams 9. Have common language 10. Stop dabbling in CX and get organisationally committed
- 22.
- 23. If your researchis ad- hoc usability testing, it’s time to change.
- 24. If your researchis single channel, it’s time to change.
- 25. If you’re notdoing ethnographic research, it’s time to change.
- 26. APPROACH TO RESEARCH • Periodic rather than a big hit or ad-hoc • Iterative part of your process • Digital and non-digital • Journey driven • Channel, device and platform preferences • Qualitative with quantitative data • Collated centrally and shared widely • Brought to life with a story – not just wordy report
- 27.
- 28. Understand & Empathize Educate & Align Identify & Innovate Test & Pilot Validate & Scale PERSONAS A personais a pen portrait of a typical user of your product or service. Personas build empathy for users by recording their goals, needs, motivations and behaviours.
- 29.
- 30. ANATOMY OF APERSONA 1. Goal - like buying a sofa 2. Scenario – considered purchase with decision more than 30 days Typical info types you would have on an e-commerce persona? +
- 31. C o ns i s t e n t – C o n n e c t e d – C r o s s c h a n n e l TAKE ITUP a notch
- 32. MULTI DEVICE PATHTO PURCHASE
- 33. 20% MORE TOUCH POINTSANNUALLY McKinsey 2016
- 34. + What additional infotypes would you add to your persona?
- 35.
- 36. JOURNEY DRIVEN PERSONAS 1. From end-to-end: this means from when the user starts trying to achieve a goal to when they finish 2. In every channel: digital, phone, post, face to face and physical elements 3. But not all at once: focused on key moments 4. With channel preferences: when, where and why 5. Digital and non-digital: showing where both matter most 6. Others involved: who they are talking to, when and why
- 37. • Trigger: whyand how journey starts • Moments: digital, phone, post, face to face and physical elements • Crucial content: irrespective of channel • Preferences: device, channel, platform • Business need: linking UX to business strategy JOURNEY Trigger Research Select Purchase Receive Use Recommend Key moment Pain point Brand moment
- 38. 3. TYPE OF WORKYOU DO
- 39. Seamless, low effort, engagingcross-channel journeys are the new minimum for increasingly sophisticated customers.
- 40. Truly customer-centred design startswith journeys users take and the flow they follow to complete their objectives.
- 41. Understand & Empathize Educate & Align Identify & Innovate Test & Pilot Validate & Scale CUSTOMER JOURNEYMAP …visually illustrates what customers do, their needs, & perceptions throughout their interaction and relationship with an organisation.
- 42. CUSTOMER JOURNEY MAP ScenarioGoals Trigger Research Select Purchase Receive Use Recommend DOINGTHINKINGFEELING + - 1 2 3 4 5 6 7 Opportunities Opportunities Opportunities Opportunities Opportunities Opportunities Opportunities TYPICAL JOURNEY MAP
- 44. C o ns i s t e n t – C o n n e c t e d – C r o s s c h a n n e l TAKE ITUP a notch
- 45. ANATOMY OF AJOURNEY MAP 1. Goal - like buying a sofa 2. Scenario – considered purchase with decision more than 30 days Thinking about what you have learned today, what new info types would you add? +
- 46.
- 47. • Pain points– as well as moments that matter • Movement between channels – store locator, product reservation etc. • Human versus digital – where human interactions are desired • Approach to content – same product info, content across channel • From end-to-end: when the user starts trying to when they finish • In every channel: digital, phone, post, face to face & physical elements • Preferences - channel, device and platform • Digital and non-digital: showing where both matter most • Others involved: who they are talking to, how and why CROSS CHANNEL CONSISTENCY
- 48. 1. Join thedots
- 49. CX vision Journey Personas Statement describingthe core of the experience customers to support the brand promise Research ELEMENTS OF CUSTOMER EXPERIENCE Periodic Ethnographic Competitor CSAT Analytics Other Primary Secondary Tertiary Brand promise Promise made to customers that connects your purpose, strategy, people and experience
- 50. 2. Gather yourthoughts
- 51. GATHER YOUR THOUGHTS 1. Rationale – for decisions you made 2. Stories – that come from your decisions 3. Principles – to unite people 4. Vision – to guide the business
- 53. 3. Bring itto life
- 54.
- 55. 1. Google presentthroughout 2. Visual inspiration is key 3. Subconsciously multichannel LITE VERSION
- 56.
- 57. ‘A SHARED VISIONIS A STAKE IN THE SAND ON THE HORIZON. YOU CAN’T GET THERE TODAY, BUT YOU CAN CLEARLY SEE IT IN THE DISTANCE. YOU CAN SEE THE STEPS YOU TAKE IN EITHER BRINGING YOU TOWARDS THE VISION OR TAKING YOU AWAY’. Jared Spool
- 59. C o ns i s t e n t – C o n n e c t e d – C r o s s c h a n n e l TAKE UXUP a notch
- 60. Use UX isnot just a design tool, it’s a business tool.
- 61. 1. Embrace newways – of thinking and working 2. Go beyond digital – to design end-to-end experiences 3. Be journey driven – in research, personas, maps & strategy 4. Galvanise – people around the journey 5. Join the dots – team’s knowledge, data, research & channels 6. Tell a story – to connect your work to business strategy 7. Share widely – and openly 8. Mentor and empower – teams, clients, your organisation 9. Take your rightful place – in the boardroom 10. Measure effectiveness – show what’s been improved WHAT’S REQUIRED OF US
- 62. There’s no silverbullet Just ongoing commitment to observation of the journey, insight and improvement.
- 63. BE A CXREVOLUTIONARY! C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l Colville
- 64. THREE STEPS eBOOK Freedownload http://www.colville.cx/newsletter/
- 65. WORKSHOPS THREE STEPS WORKSHOP • Bristol, UK – 19 October 2017 – Places Available IN-HOUSE WORKSHOP • I’ll also come and work with your team at your offices and show you how to create impactful, successful and sustainable customer experience improvements.
- 66. MY PUBLICATIONS Econsultancy –Three steps to a consistent cross channel customer experience UX Magazine – Shared Vision UX Magazine – Creating a Shared Vision That Works True Thinking – Crossing the Digital Divide True Thinking – Untangling the Complex Purchase Path UX Booth – Taming Goliath: Selling UX to Large Companies (part 1 of 2) UX Booth – Taming Goliath: Collaborating with Large Companies (part 2 of 2)