reiss on e service ux london

e-service

Eric ReissUX London

15 June 2009London, UK

If you want it done right,do it yourself

Four things you need to know...I am passionate about service (I will rant)I am pissed off at British AirwaysI am pissed off at eBayI am pissed off at Wine.comI will present three 100% unbiased cases:

British AirwayseBayWine.com

So, is service design relevant for UX professionals?

Rant #1 ...

Service is 100% about user experience

UX is not 100% about service

H.L. Mencken

Editor: The American Mercury

Author: “Americana”

(the first blogger?)

We are constantly applyingold techniques to new technologies

George Santayana

“Those who cannot rememberthe past are condemned

to repeat it.”

Let’s start with a definition ...

“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –

the feeling that a product or servicehas met expectations.”

“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –

the feeling that a product or servicehas met expectations.”

Turban and King, 2002

met ExceededDid not meet

SatisfiedDissatisfied

Loya

lty

Satisfaction

90%

“Hockey-stick” satisfaction

“We have an83% customer

satisfaction rating!”

7 6 5 4 3 2 1

100% 83% 66.4% 49.9% 33.3% 16.6% 0%

“Here at NN/g,customer satisfaction is

83% irrelevant!”

Not Somewhat Very CompletelySatisfied Satisfied Satisfied Satisfied Satisfied

1 2 3 4 5

Your competitors are only a click away. This stuff is important.

Long before we had Jakob

we had a whole different set of gurus...

John Tschohl

Karl Albrecht

Ron Zemke

Philip B. Crosby

Ray Considine

So, what can we learn?

Lesson #1

Service management is a process, not a program.

And it’s NOT a buzzword!

Marketing alert!

Why I no longer fly British Airways

Fact: luggage lost 11 out of 12 flights

And when they don’t lose baggage...

Why I no longer fly British Airways

Fact: luggage damaged 3 out of 12 flights

There are 15 brand touchpoints

Source: Davis and Dunn, 2002

BA touchpointsIn the air

BA touchpointsIn the airOn the ground

Source: British Airways

(Spin)

Source: Flickr

(Reality)

BA touchpointsIn the airOn the groundThrough correspondence (e-mail and snail-mail)

BA touchpointsIn the airOn the groundThrough correspondence (e-mail and snail-mail)In cyberspace

• No Mac

• No AOL

• No dial-up

• 24-hour limit

“Apple doesn’t support our technology.”

“We are IE compatible, the world’s leading browser.”

“Your system is outdated.”

“I don’t make the rules.”

Lesson #2

Unhappy customers are dangerous

Lesson #3

Service happens at the moment of experience.

It is not a thing, it’s a perception.

WhenWhere

Moment of truth Moment of truth

“We have 50,000moments of trutheach day”

Jan CarlzonCEO, SAS1981 - 1994

Fact: eBay has millions of on-line visitors each dayAmazon has millions of on-line visitors each day

Yahoo has millions of on-line visitors each dayMSN has millions of on-line visitors each day

FatDUX has dozens of on-line visitors each day

Lesson #3

When moments of truth go unmanaged,quality of service regresses to mediocrity

Carpe diem

Elizabeth I(queen with dry feet)

Walter Raleigh(subject)

Cloak(expensive)

Mud(wet and dirty)

So, what is a service?

An intangible event that helps us achieve something.

(and you heard it here first – a UX London Unique Event )®

Question: what do these services have in common?

(Well, not Paul and Bette...)

Today, we’re doing them ourselves!

10 reasons services aretougher to manage than products1. A service is first “produced” at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery

of the service, the less likely it is that he or she will be satisfied.

Source: Albrecht and Zemke, 1985

Heavy can(on top)

Fragile items(at bottom)

10 reasons services aretougher to manage than products1. A service is first “produced” at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery

of the service, the less likely it is that he or she will be satisfied.

Source: Albrecht and Zemke, 1985

and the Dead Password

313029282726

25242322212019

18171615141312

11109876.5

4321

SatFriThuWedTueMonSun

March 2006

Discoverproblem.

Write eBay

AutoreplyeBay.com

AutoreplyeBay.co.uk.

Reply.

Info requesteBay.de

(in German)Reply.

Info requesteBay.de.

Reply(in German)

AutoreplyeBay.com

Info requesteBay.co.uk.

Reply

AutoreplyeBay.com

Personal noteeBay.co.uk.

Reply

Password resetnotificationeBay.com

Problemsolved

Write eBay.com

again

Interaction? Bah! Humbug!

A presentation postscript...Thirty seconds after I finished this talk, I was approached by no fewer than three eBay representatives. They immediately contacted their development team in California who worked throughout the night (on a Sunday no less).

Within 12 hours, they had fixed the basic problems.

Hats off to the eBay team!

(now they just need to fix things both ways – more in a moment)

There are only three basic types of service

Help

Enhance

Fix

“Beam me up, Scotty.”

Help

I need you to help me...do somethingunderstand somethingavoid the horrible “Browser Monster”

I won’t tell you that I need you to...make my life easierstroke my egomake me feel wanted

“Milk ANDcookies!”

Enhance

Ooh! You just gave me...a useful contextual linka happy surprisean unexpected benefita better experience

(We’re just now figuring out how to do this)

“The doggoneprinter atemy homework!”

Fix

Please...sort out my problemkeep it simpledon’t waste my timekeep me out of trouble

Caveat #1

We don’t always understand the true pain points

Case #1Heathrow Airport

1984/1985

1. Care and concern

2. Spontaneity

3. Problem solving

4. Recoverability

“We want your frontline people to be authorized to think.”

“Does anybody make an effort to offset the negative effects of a screwup?”

Source: Don Porter

Caveat #2

Beware of the easily measurable metrics...

1. Care and concern

2. Spontaneity

3. Problem solving

4. Recoverability

5. Flying on time

“We want your frontline people to be authorized to think.”

“Does anybody make an effort to offset the negative effects of a screwup?”

Source: Don Porter, BA

Caveat #3

Make sure you’re really adding value

Processes

People

Processes

Technologies

Caveat #4

Encourage feedback

Caveat #5

Fix everything two ways

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

Sources: Paco Underhill, Eric Reiss

Off-line On-lineCEM

Customer Experience Management

Case #3

Wine.com

“A hangover in cyberspace”

10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.

If we do not demand good service, we will never receive it.

Don’t just prevent bad things from happening,you can make wonderful things happen.

Thanks!

Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]

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