Designing for a Multi-Channel Experience
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This document discusses designing multi-channel experiences. It defines multi-channel experiences as coordinating a company's interactions with customers across multiple touchpoints like websites, stores, mobile apps, call centers, and more. It emphasizes understanding customers, collaborating across stakeholder groups, researching customer needs and behaviors, and creating a consistent brand experience regardless of channel. The goal is optimizing all channels to deliver a seamless customer experience.
Designing for a Multi-Channel Experience
- 1. Designing for a Multi-Channel Experience Amy Cueva - @amycueva Megan Grocki - @megangrocki
- 2. ICE BREAKING Let’s talk about… ê?? What are multi-channel experiences? ê?? Understanding Who and Where Users Are ê?? Collaborating with Stakeholders ê?? Navigating Political Waters ê?? Examples & Brainstorm ê?? Takin’ Action
- 3. ICE BREAKING How did we get in the game? ê?? Mmmm. Tasty and satisfying. ê?? Hungry for a challenge, empathetic, and solution oriented.
- 4. ICE BREAKING What is a Multi-Channel Experience? What percentage of Consumers cross at least 2 channels when making a purchase? ê?? Web to store ê?? Store to Web ê?? Web to phone
- 5. ICE BREAKING Customers cross channels. What are they doing there? Why? ê?? Make a purchase ê?? Window Shop ê?? Seek assistance Did not cross channels ê?? Conduct a transaction ê?? Gather information Source: Profiling The Multichannel Consumer How Retailers Can Enable Multichannel Consumer Behavior Forrester Report July 29, 2009, By Patti Freeman Evans
- 6. ICE BREAKING Multi-Channel Landscape ê?? Store ê?? Website(s) Customer ê?? Web Application(s) Company “I want to…” ê?? Call Center “I want to…” ê?? Mail Expectations, goals, Inbound & outbound tasks, desired outcomes ê?? Mobile communications ê?? Word of Mouth Planned and unplanned Handling positive and interactions ê?? Social Media negative interactions Perceptions ê?? Advertising Internal ownership & ê?? Catalog coordination ê?? Email ê?? Product
- 7. ICE BREAKING Touch points that represent opportunities: ê?? Website(s)/Applications ê?? Digital Kiosk ê?? Email ê?? Mobile Interface ê?? Live chat ê?? Print Advertisements ê?? Social Media presence ê?? Billboards & Signage ê?? Catalog / Circulars ê?? Point-of-Sale ê?? In-Store / In-person ê?? Packaging ê?? Telesales ê?? Channel partners ê?? Phone / Call Center ê?? Online Community ê?? Interactive Voice ê?? Other? Response
- 8. x ICE BREAKING Avoiding negative and facilitating positive episodes o
- 9. ICE BREAKING What is your brand essence? ê?? Does everyone know your basic brand principles? ê?? It’s not about creating identical experiences ê?? Optimize and connect channel interactions to deliver consistent brand experiences
- 10. ICE BREAKING If your brand were a person who would they be? ê?? How will they treat you across channels? ê?? How will that experience be brought to life across channels?
- 11. ICE BREAKING Stakeholder Group Therapy ê?? Include those who own different sites, properties, and channels ê?? Include those who will be effected by the design ê?? Include those who will build what is designed
- 12. ICE BREAKING Build One Cohesive Perspective The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the ?le again. If the red x still appears, you may have to delete the image and then insert it again. ê?? Provide the same data and user stories to all groups ê?? Cross-pollination creating opportunities to share and learn new viewpoints
- 13. ICE BREAKING Build One Cohesive Perspective ê?? Effective governance is sticky and needs structure ê?? Alter organization to be focused on the customer not the channel ê?? The customer experience, at every touch point, affects revenue and profits.
- 14. ICE BREAKING A Peek Inside the Organization Different communication and interaction channels supported by different areas of the organization.
- 15. ICE BREAKING A Vision for What Could Be Cross area representation and coordination
- 16. ICE BREAKING Leverage experience design to tame the chaos. CUSTOMER ê?? Process extracts & synchronizes goals and objectives from various stakeholding groups BRAND & PRODUCT & XD MARKETING BUSINESS ê?? Discipline understands how people interact with TECHNOLOGY & technology, other OPERATIONS people, and brands
- 17. ICE BREAKING User Research for Multi-Channel ê?? Secret shopper ê?? Traditional user research methods applied in new ways: ?? In-store experiences ?? Print ?? Phone
- 18. Research Informs Strategy ê?? Personas ê?? Focus on the customer, regardless of channel ê?? Demonstrate customer and user experiences visually ê?? Determine cultural and behavioral dynamics to recognize how to integrate channels
- 19. ICE BREAKING Research Informs Strategy ê?? SHOW stakeholders their customer’s behavior ê?? Video ê?? Photographs ê?? Stories ê?? Better yet, get stakeholders out of the board room
- 20. ICE BREAKING Exploring Newer Channels: Social Media ê?? Provides a way to connect with their most ardent fans ê?? Keeps customers engaged ê?? Encourage loyalty & active evangelism
- 21. ICE BREAKING “Good Enough” Is No Longer Good Enough ê?? Exposes highs AND lows ê?? Blurry boundaries ê?? Experiment, learn & re?ne
- 22. ICE BREAKING Exploring Newer Channels: Mobile ê?? Still in its infancy, mobile commerce is an increasingly important channel ê?? 32% use their mobile devices to research monthly ê?? 15% are completing transactions with their mobile devices monthly Source: The Art Technology Group (ATG) Report Cross-Channel Commerce: The Consumer View March 2010
- 23. ICE BREAKING Exploring Newer Channels: Mobile ê?? What is the role of Mobile in connecting with users? ê?? What is different than more traditional channels? ê?? Do you really need it?
- 24. ICE BREAKING What Is Channel-Appropriate Interaction? ê?? In-person ê?? Email ê?? Web ê?? Print ê?? Mobile ê?? Social/Public
- 25. ICE BREAKING Multi-Channel Experiences ê?? Website: www.lindt.com ê?? In Store ê?? Kiosk ê?? Phone ê?? Email ê?? Chocolate Connoisseur’s Clu ê?? Social Media
- 26. ICE BREAKING Multi-Channel Experiences ê?? Website: www.virginamerica.com ê?? Phone ê?? Email ê?? Social Media ê?? Mobile Alerts ê?? In-person ê?? In-flight ê?? Frequent Flyer Loyalty Program
- 27. ICE BREAKING Multi-Channel Experiences ê?? Website: www.virginamerica.com ê?? Phone ê?? Email ê?? Social Media ê?? Mobile Alerts ê?? In-person ê?? In-flight ê?? Frequent Flyer Loyalty Program
- 28. ICE BREAKING Multi-Channel Experiences ê?? Web site: www.staples.com ê?? In Store, Signage ê?? Circular / Catalog / Phone ê?? Ubiquitous Easy Button / Brand Message ê?? Contact Us in Many Ways ê?? Desktop Gadget
- 29. ICE BREAKING Multi-Channel Experiences ê?? Website: www.williams-sonoma.com ê?? Catalog, Phone ê?? Email ê?? Bridal Registry ê?? In-store Technique, Cooking Classes, Product Demos & Food Tasting
- 30. ICE BREAKING How to coordinate channels for the brand? ê?? Consider & research The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the ?le again. If the red x still appears, you may have to delete the image and then insert it again. customer’s experiences across all channels ê?? Brainstorm & prioritize ê?? Balance business objectives against user objectives ê?? Develop a multi-channel experience strategy
- 31. ICE BREAKING What can you do? What, ê?? ê?? Ask the right questions Go beyond your mandate Share knowledge no ê?? ê?? Encourage collaboration ê?? Don’t be Milton, but don’t get CXO? fired
- 32. ICE BREAKING We want to learn from you. What ê?? Which companies have successfully used different channels to create deeper customer relationships? do you ê?? What tools and expertise will enable richer relationships know? between customers and brands?
- 33. ICE BREAKING Questions? ???
- 34. ICE BREAKING Contact Us Amy Cueva Megan Grocki Founder & Chief Experience Of?cer Senior Experience Designer amy@madpow.net mgrocki@madpow.net Twitter @amycueva Twitter: @megangrocki