developing seamless consumer experiences across multichannel platforms

Seamless Consumer ExperiencesTom Voirol, Global head of user engagement

Best Practices in Consumer Engagement, 13 January 2015

Tom

Tom Voirol

Today…

Overview

Strategy

Development

Execution

Overview

Channels?

Introduction

Introduction

Introduction

90% of media interactions are screen-based

Introduction

Source: The New Multi-screen World Study, Google 2014

What channels?

Introduction

“”

The sum of all experiences a customer has with a

supplier of goods and/or services, over the duration

of their relationship with that supplier

Customer Experience?

Introduction

Sum of all experiences

Introduction

⇨ By definition multi-channel

Experiences are about people

Introduction

Experiences are about emotions

Introduction

Experiences are shared

Introduction

Social media = biggest soap box ever

Introduction

Strategy

Strategy

Hygiene, performance and delight

The multi-screen world

CRM integration is key

Hygiene, performance and delight

Strategy

Kano model axes

Kano model overview

Kano model Basic expectations

Basic expectations

Kano model Performance payoff

Performance payoff

……

Kano model Excitement generators

Drag picture to placeholder or click icon to addSurprise!

Nokia = great design style

Innocent juice = humour

Drag picture to placeholder or click icon to add

Mint 404 page = quirk

Story time

Gaylord Opryland

Drag picture to placeholder or click icon to addTweets

Clock radio in room

Happy guest

Of course she’s a blogger

Emotional journey

Strategy

“”

Emotional lows are the best opportunity to delight

the customer

Strategy

But…

Fish swimming upstream

Kano model overview

Drag picture to placeholder or click icon to add

Example Free Wifi

Delight your employees

Source: Thorleif Hallund, Director of Customer Experience, Telenor DK

Hygiene, performance and delight

Basic expectations = hygiene factors. Perform poorly on these and you suffer.

Performance payoffs = standard factors. The more you do, the more customers appreciate it.

Excitement generators = wow factors. This is what will make you memorable.

Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.

Delighted (and empowered) staff will delight customers.

Strategy

The multi-screen world

Smartphone, Computer, Tablet, TV

Simultaneous usage

• Multi-tasking - unrelated activity

• Complementary usage - related activity

Sequential usage

Strategy

Context drives device choice

Strategy

Source: The New Multi-screen World Study, Google 2014

Sequential screening mostly within a day

Strategy

Source: The New Multi-screen World Study, Google 2014

Smartphones #1 starting place

Strategy

Source: The New Multi-screen World Study, Google 2014

PCs starting place for complex activities

Strategy

Source: The New Multi-screen World Study, Google 2014

Tablets for shopping and trip planning

Strategy

Source: The New Multi-screen World Study, Google 2014

We switch screens while shopping

Strategy

Source: The New Multi-screen World Study, Google 2014

Multi-device path to purchase

Strategy

Source: The New Multi-screen World Study, Google 2014

CRM integration is key

CRM integration is key

Multi-channel contact centre

CRM at the core of all customer relations

Social CRM

Strategy

Multi-channel Contact CentreMore than half of call centres use six channels or more

Provide agents with the training and tools needed to successfully use each channel

Automated customer contact distribution (on all channels, not just voice)

Break down data silos between channels

Contact centre analytics using business intelligence tools, e.g. channel effectiveness

Employ text (and speech) analytics

Strategy

Source: Aberdeen Group Analyst Insight, November 2012

Text and speech analytics

Determine root cause of repeat contacts and poor first contact resolution, even when contacts cross channels

• Call center voice and notes

• Customer email and chat

• Social media

• Survey comments

Strategy

MCCC – Self-assessment

Strategy

Are they taking their own advice?

Strategy

CRM at the core of all customer relations

Strategy

Social CRM

Strategy

Source: Digital Buzz Blog, April 2011

Social CRM

…is a strategy

…is a back-end process and system for managing customer relationships

…is a toolkit

…is more influential

Strategy

Social CRM as a strategy

Strategy

Social CRM as a strategy

Strategy

Source: Conversity, August 2012

Social CRM as a process

Strategy

Source: Digital Buzz Blog, April 2011

Social CRM as a toolkit

Strategy

Why social CRM is more influential

Strategy

Source: Digital Buzz Blog, April 2011

When deciding to engage on social media, users look for…

Development

How to develop better CX

1 Research your customers

2 Examine touchpoints

3 Design the improved experience

4 Prototype, test, repeat

Development

1 Research your customers

Development

You could ask consumers what they want

Image credits: Joe Shlabotnik (Flickr)

Image credits: Jeff Gothelf

Image credits: cavstheblog.com

Yes we do ask people, but we don’t ask them what they want, we find out what their emotional journey is

Image credits: GfK Group

We observe them

Image credits: OakleyOriginals (Flickr)

We listen to social media conversations

We track analytics

Behavioural data is always preferable to attitudinal

data

Eat your own dog food

Anonymous / mystery shopping

Personas and storyboards

2 Examine touchpoints

Development

Construct the emotional journey

Use insights for storyboarding

3 Design the improved experience

Use channels appropriately

Understand context

Simple is best

Mobile first / mobile responsive

Designing for multi-screen journeys

Stop finding excuses

Development

Use channels appropriately

Website: Go in-depth, transact, convert

Mobile site: Validate, qualify, show to others

Mobile app: Interact, transact, consummate the relationship

Email: Topical, relevant, timely updates. Used for forwarding

Social media: Conversation, dialogue, never push messaging

Contact-centre: Situation-specific help and advice

In-person: Explanation, help with complex situations, high-security-requirement transactions

Never send people off to another channel from the one they chose!

Development

Understand context

Development

Simple is best

Development

Drag picture to placeholder or click icon to add

Story time

Contact form with 11 fields

Contact form with 4 fields

+150% conversion rate

Original form Reduced form0

50

100

150

200

250

300

Development

Story time

Expedia

The $12m form fieldName*

Company

Address*

City*

Country*

Card number*

Name on card*

John Doe

Citibank Singapore

8 Marina View Tower 1

Singapore

The $12m form field - article

Mobile responsive design

Development

Mobile first

Development

Designing for multi-screen journeys

Enable customers to save their progress between devices

Provide a signed-in experience

…but don’t require sign-in

Remember them

• Saved shopping cart

• Allow them to email their progress to themselves

• If you must time out, retrieve the work they’ve already done

• Not another &!%#* password!

Development

+US$ 300m

Stop finding excuses

Customer “convenience”

Our convenience

Security

Technology

Laziness

Development

Customer “convenience”

Development

Our convenience

Development

Security

If you are not a bank, don’t act like one.

What is the worst that can happen?

A number of banks have simplified their mobile login process by allowing customers to select a lower payment amount limit in return for lower security requirements (source: Mapa Research April 2014)

Development

Security

Development

Security

Development

Technology

Development

Laziness

Development

“”

Stop thinking like you.

Think like a customer.

In summary…

Development

4 Prototype, test, repeat

Development

Image credits: HyperXP.com (Flickr)

Image credits: SAP

Image credits: Adobe

Image credits: Interfacematters.com

Drag picture to placeholder or click icon to add

Image credits: matteopenzo (Flickr)

Image credits: eekim (Flickr)

Image credits: jungleminds.com

A/B testing: Refine the experience

The improvement cycle

Understand people

Design to their needs

Test and refine

It doesn’t have to be expensive

Execution

Execution

Measure, track, improve

Leadership

Agile iterative discovery

Measure, track, improve

Base KPIs on organisational objectives and choose metrics to fit

Define conversions, track across all channels

Don’t measure whatever Google Analytics gives you out of the box

Close the feedback loop, base decisions on metrics

Execution

Leadership

Customer experience must be championed from the top

Consider a Head of Customer Experience role

Give that person wide-ranging authority to make changes

• to products

• to services

• to channel partnerships

• to owned, earned and paid media

• to internal processes and roles

Execution

Agile, iterative discovery

Execution

Everything changes rapidly

Execution

Your market

Execution

Consumers’ expectations

Execution

Your competition

Execution

Digital technology

Execution

Your organisation’s maturity

Execution

The old model is dead

Execution

Agile, iterative discovery

Execution

Sprint 1 Sprint 2 Sprint 3

Review,research,

plan

Review,research,

plan

Review,research,

plan

Get in touch…

Tom VoirolGlobal Head of User Engagement

tom@readingroom.com

Global digital communications consultancy

270 staff, 65 in Singapore

UK, Singapore, Australia, Thailand, China

Digital strategy, business transformation consulting, website and mobile design and build

Further reading• Google multi-screen study

http://rroom.me/googlemultiscreenstudy

• Conversocialhttp://rroom.me/conversocial

• Digivizerhttp://rroom.me/digivizer

• Why the marketing funnel is all wrong (McKinsey)http://rroom.me/marketingfunneliswrong

• Retail multichannel research (Accenture)http://rroom.me/accentureretailresearch

• Seamless retail (Accenture)http://rroom.me/accentureseamlessretail

• Multi-channel contact centre (Oracle, Aberdeen Group)http://rroom.me/multichannelcontactcentre

• Multi-channel contact centre self assessment (Aberdeen Group)http://rroom.me/mccctool

• Winning the Key Strategic Banking Battles: Cross Channel Experiences (Mapa Research)http://rroom.me/crosschannelbanking