customer service design: content strategy in the spaces between
TRANSCRIPT
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C U S T O M E R S E R V I C E D E S I G N C o n t e n t S t r a t e g y i n t h e S p a c e s B e t w e e n
M I K E A T H E R T O N
@ M I K E A T H E R T O N
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M Y J O U R N E Y
W R I T E O U T O R D E R
A S K F O R M O N E Y O R D E R
M A I L O R D E R F O R M
C O M B I N E W I T H O R D E R
F O R M
P U T O R D E R I N T O M A I N
P O
P I C K U P M O N E Y O R D E R
R E C E I V E F R O M M A I N
P O
HO
ME
POST
OFF
ICE
Post
Offi
ce
Op
erat
ions
3-5 days ?
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C R O S S I N G T H E S T R E A M S O F U X , I A , A N D C O N T E N T S T R AT E G Y
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C H A N N E L S O F C O M M U N I C AT I O N
W E B A P P E M A I L P H O N E I M
S O C I A L P U S H M A I L I O T F 2 F
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T H E E L E M E N T S O F S E R V I C EPA R T O N E
@mikeatherton
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W H AT I S T H E U S E R E X P E R I E N C E O F A M A Z O N ?
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C O N S I D E R T H E O V E R A L L S E R V I C E E C O L O G Y
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H O W T O O R D E R A P I Z Z A
P L A C E O R D E R
O R D E R S E N T T O K I T C H E N
I N G R E D I E N T S A S S E M B L E D
P I Z Z A B A K E D I N O V E N
P I Z Z A P U T I N B O X
S E N T F O R D E L I V E R Y
R E C E I V E P I Z Z A
0 minutes 30 minutes
FRONT STAGE What the customer sees
What the business does BACK STAGE
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E X P O S I N G B A C K S TA G E A C T I O N S M A K E S T H E WA I T F E E L S H O R T E R
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C O N T E N T S T R AT E G Y
Can we use time as a design material?
T H E R I G H T C O N T E N T T O T H E R I G H T P E O P L E AT T H E
R I G H T T I M E .
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D E S I G N I N G S E R V I C E SPA R T T W O
@mikeatherton
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U X D E S I G N U S E S P R O T O T Y P I N G , T E S T I N G , A N D I T E R AT I O N T O U N D E R S TA N D A N D A D D R E S S U S E R N E E D S
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D E S I G N T E C H N I Q U E
Stories to place customers in context.
S C E N A R I O S
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“Anil has had a night out in London and has missed his last
train home.”
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“Looking for a nearby hotel, he opens Apple maps on his iPhone and sees the nearest hotel is the
Hub at St. Martins Lane. He’s never stayed at a Hub before, so walks up
the street to check it out.”
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“He approaches the touchscreen kiosk in the lobby and presses
‘Book for tonight’. The kiosk offers a standard room and one with a
window, with prices for both. Anil just needs a place to rest his head,
so he picks a standard room for one night.”
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“He’s asked to sign-in with his registered email address and
password. He doesn’t have a Hub account, so selects ‘I don’t have a Hub account’ and so proceeds to
enter his name, address and nationality.”
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“He is encouraged to create a Hub account, so he can check-in faster next time. Anil submits his email address and on doing so, sees an
email arrive on his phone. This confirms his new Hub account and includes a temporary password
to log in.”
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“The kiosk display updates and Anil is asked to pay for the room by
inserting his credit card into the reader next to the kiosk. On
successful processing, the kiosk screen updates to confirm his
booking.”
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“Success! Anil has been allocated room 174, and retrieves his key.
He heads to the room.”
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S C E N A R I O S D E S C R I B E T H E A C T O R ' S C O N T E X T S
A C T I V I T Y What do they want
to do?
S PA C E Where are they
doing it?
T I M E When is this all
happening?
P E R S O N A L What's their
emotional state and needs?
C H A N N E L Which devices or
platforms are used?
I N S P I R E D B Y C E N N Y D D B O W L E S - D E S I G N I N G W I T H C O N T E X T
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D E S C R I B E C O M P L E X S Y S T E M S W I T H M U LT I P L E S C E N A R I O S
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I L L U S T R AT E D S C E N A R I O S B E C O M E C O M I C S T R I P S
K E V I N C H E N G - S E E W H AT I M E A N
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D E S I G N T E C H N I Q U E
Diving deep into customer motivation.
E M PAT H Y M A P S
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What do they
HEAR?What do they
SEE?
What do they
THINK AND FEEL?
What do they SAY AND DO?
What are their biggest
PAINS?What are their biggest
GAINS?
A day in the life for WHO?
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Intimidated by snooty hotels, doesn’t like to be ‘sold to’, Gets too much impersonal marketing, Slow and/or expensive WiFi, Everything closed at night
Location close to venue, Always-on internet and gadget charging, Low price, Style which shows he has taste
Social pressure to be seen in cool venues, hears complaints from partner about money spent, hears recommendations about places to stay, drives a lot so hears radio commercials
Content on social media, well-designed mobile apps, boutique hotels with cool decor, too much email, peer group of style-conscious people
Digital native with love of technology, likes travel but hates when it is difficult, thinks his brand associations define his taste, values transparent
relationships with smart people
In constant need of power and WIFI, is surrounded by his digital life, is very vocal about bad experiences, strong desire for excellent coffee at any hour
Anil - 27yo Web Designer, Portland OR
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D E S I G N T E C H N I Q U E
Mapping the territory of service.
S E R V I C E B L U E P R I N T S
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S E R V I C E B L U E P R I N T S S TA R T F R O M M A P P I N G T H E C U S T O M E R J O U R N E Y
L O C AT E H O T E L A N D C H O O S E
D AT E S
S E E AVA I L A B L E H U B H O T E L S
S E E H O T E L D E TA I L S
S E E R O O M D E TA I L S
C O M M E N C E B O O K I N G
S I G N I N O R R E G I S T E R
C O N F I R M O R E N T E R
P E R S O N A L D E TA I L S
S E T I N - R O O M P R E F E R E N C E S
A D D S O C I A L N E T W O R K
A C C O U N T S
S E L E C T S O L O O R G R O U P B O O K I N G
C O N F I R M L E A D G U E S T
C O N F I R M PAY M E N T
S AV E C A R D D E TA I L S T O A C C O U N T
S E E B O O K I N G C O N F I R M AT I O N
F O R L E A D G U E S T
S I G N I N T O / A D D S O C I A L
M E D I A A C C O U N T S
P I C K F R I E N D S F R O M S O C I A L
L I S T S
A D D E X T R A F R I E N D S V I A
N A M E / E M A I L
E D I T R O O M A N D M E A L
C H O I C E S F O R E A C H F R I E N D
C H O O S E PAY M E N T
O P T I O N F O R E A C H F R I E N D
C O N F I R M PAY M E N T
S AV E C A R D D E TA I L S T O A C C O U N T
S E E B O O K I N G C O N F I R M AT I O N
A N D S TAT U S F O R E A C H
G U E S T
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Welcome back to hotel
Choose comfort level
Compare prices and availability
Pay for booking
Add occupant details
Decide food options
Build profile See confirmation reference
Check in to hotel
Confirm food options
Get room number and keycard
Unlock door and enter room
Find way to hotel
Booking Arrival at the hotel
T H E S E R V I C E B L U E P R I N T C A P T U R E S A C T I O N S A C R O S S E A C H T O U C H P O I N T
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C R O S S - C H A N N E L C O N T I N U I T Y T H R O U G H O U T T H E J O U R N E Y
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A W E L L - D E S I G N E D S E R V I C E T U R N S A C U S T O M E R I N T O A H E R O
D O N N A L I C H AW - T H E U S E R ' S J O U R N E Y
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C R E AT I N G C U S T O M E R SPA R T T H R E E
@mikeatherton
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P E T E R D R U C K E R
“There is only one valid definition of business purpose: to create a customer”.
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“Gentlemen, Your ad in the Saturday Review of Literature says that you specialise
in out-of-print books...”
H E L E N E H A N F F - 8 4 C H A R I N G C R O S S R O A D
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“Dear Helene, Prepare yourself for a shock. ALL THREE of the books you requested in your last letter are on their way to you and should arrive in a week or so...”
H E L E N E H A N F F - 8 4 C H A R I N G C R O S S R O A D
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B E Y O N D S E R V I C E D E S I G N
Building a relationship surrounding every transaction.
C U S T O M E R E X P E R I E N C E
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A S T O R E T H AT D O E S N ' T S E L L A N Y T H I N G
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A R E L AT I O N S H I P W I T H A E U R O P E A N A U T O C R AT
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C O N T E N T S T R AT E G Y I N T H E S PA C E S T O B U I L D A C U S T O M E R R E L AT I O N S H I P
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M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
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M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
W E L C O M E U S E R R E V I E W F I LT E R WA S H R E M I N D E R
A C C E S S O R Y C R O S S - S E L L
F I LT E R WA S H R E M I N D E R
D I D Y O U K N O W ?
F I LT E R WA S H R E M I N D E R
+ 7 days + 30 days + 90 days + 180 days + 270 days + 300 days + 360 days
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M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
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M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
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M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
W E L C O M E U S E R R E V I E W F I LT E R WA S H R E M I N D E R
A C C E S S O R Y C R O S S - S E L L
F I LT E R WA S H R E M I N D E R
D I D Y O U K N O W ?
F I LT E R WA S H R E M I N D E R
+ 7 + 30 + 90 + 180 + 270 + 300
+ 360
C L E A N I N G T I P S
E N D O F G U A R A N T E E
H E A LT H C H E C K T E C H U P D AT E
+ 540 + 600 + 1020 + 1920
F I LT E R WA S H R E M I N D E R
+ 450
F I LT E R WA S H R E M I N D E R
+ 630 Every six months
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U S E F U L , U S A B L E C O N T E N T - E V E N W I T H I N M A R K E T I N G
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M A P P I N G M E S S A G I N G T O C U S T O M E R R E L AT I O N S H I P B U I L D I N G
M I S T Y W E AV E R - M A P P I N G Y O U R C O N T E N T M A R K E T I N G
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U S E F U L , U S A B L E C O N T E N T - E V E N W I T H I N M A R K E T I N G
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B E A U T H E N T I C E V E R Y D AY
B R A N D I S A N I D E A Y O U S TA N D F O R , M A D E R E A L
B Y W H AT Y O U D O .
@mikeatherton
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S E R V I C E D E S I G N C R E AT E S M A G I C M O M E N T S
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E V E R Y C U S T O M E R E X P E R I E N C E I S A B R A N D M O M E N T O F T R U T H
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P R I N C I P L E 1
Pay special attention to the places where your customer is crossing channels or waiting for service.
M I N D T H E G A P
@mikeatherton
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P R I N C I P L E 2
Use empathy to meet customer emotion with appropriate tone.
S E C O N D T H AT E M O T I O N
@mikeatherton
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P R I N C I P L E 3
Show them that their goals are your goals too.
B E A C O A C H
@mikeatherton
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B R A N D B U I L D S P R E F E R E N C E T H R O U G H B E N E F I T S
R AT I O N A L B E N E F I T What does it do for me?
E M O T I O N A L B E N E F I T How do I feel about it?
S E L F - R E F L E X I V E B E N E F I T What does it make me feel about myself?
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T O C O N C L U D E
We trade information for attention.
C O N T E N T S T R AT E G Y I S C O N T E N T M A R K E T I N G
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C O N T E N T I S O U T P U T
S T R AT E G Y G E T S I T T H E R E , M A K E S I T R I G H T, A N D
K E E P S I T C O M I N G .
@mikeatherton
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- C H A R L E S E A M E S
"Eventually everything connects."
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Hi!
I was a loyal customer of back in the 80s - I always looked forward to my Batman comics being shipped to me in the UK. Back in those days, comics used to be shipped surface mail so took a long time to arrive.
I remember you would mail a postcard first, to let a customer know their order was on the way. The postcard arrived much faster, so I'd be sure you got my order. Genius!
I'm all grown-up now but that postcard thing has always stayed with me. Now I give talks about customer experience, and in my latest one I want to tell this story.
But I don't have a picture of the card! So I'm asking - do you remember what I'm talking about? Do you still do anything like this for international shipping? And do you have any of the cards you could photograph for me?
Yours still a fan.
Mike
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Mr. Atherton, So I dug into the archives down in the cellar, & found these two examples of the type of card you were talking about. Yeah, no need for these anymore, since many of our orders (ALL of our international ones) are online, so they get an automatic confirmation email right away. Ah, the heady “boom years” when the company could afford postage to send an additional postcard to every customer! Something interesting I discovered while finding these; back in the late ‘80’s, the order confirmation slip included with the package wasn’t printed out, it had to be handwritten on a form! If I had to do that for every customer I have now.....well, I’d quit, is what I’d do! I hope this helps you out, & thanks for your past orders from NEC FFAST (& hopefully future ones; growing up doesn’t mean you can’t read comics. Heck, some of the Batman ones are decidedly NOT for kids)!
Stephen Doherty NEC FFAST Manager
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A LWAY S B E C L O S I N G
T H A N K Y O U ! JUICY GOODNESS NOW AT SLIDESHARE.NET/REDUXD
@mikeatherton