According to the IDC Retail Insights report, Omni-Channel shoppers will spend 15% to 30% more than Multi-Channel shoppers and they are more likely to be your brand’s influencers and Net Promoter advocates. It is now evident, that brands who make the customer experience omniscient, i.e. continues and universal, will lead the marketplace. So how do you design for an Omni-Channel shopping experience? View a webinar on-demand with Sean Van Tyne, author of The Customer Experience Revolution, to learn how to craft a uniform experience across channels and touch points. Twitter Hashtag: #uzwebinar In this 60-min webinar on-demand you will learn: -What Omni-Channels are -Who Omni-Channel Shoppers are -What a journey map and a service blueprint is -How to create an Omni-Channel

1. Webinar:
How to Design for an Omni-Channel
Shopping Experience
Sean Van Tyne, co-author of The Customer
Experience Revolution
Alfonso de la Nuez, Co-Founder and Co-CEO
at UserZoom
#uzwebinar

2. Speakers:
Sean Van Tyne
Co-author
The Customer Experience
Revolution
Alfonso de la Nuez
Co-Founder and Co-CEO
UserZoom

3. Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #uzwebinar
www.userzoom.com

4. About UserZoom
 UserZoom offers an all-in-one software solution to manage
digital Customer Experiences by enabling brands to costeffectively plan, research, design, and measure CX and UX
on a unified platform.
UX Consultants since ’01, SaaS since ‘09
In Sunnyvale (CA) Manchester (UK), Munich
(DE) and Barcelona (Spain)
90% renewal rate
www.userzoom.com

5. About UserZoom
Unique, innovative & holistic approach to online CXM
www.userzoom.com

6. Agenda
•
•
•
•
•
What Omni-Channels are
Who Omni-Channel shoppers are
Creating an Omni-Channel
Qualitative and quantitative research
Journey maps and service blueprints
www.userzoom.com

8. Single Channel
Bulk of revenue
from one
channel
Multi-Channel
Different
experiences
across channels,
siloed business
units, and brand
dilution
Cross-Channel
single brand
across channels
and product
synergy
Omni-Channel
single view of
customers
across channel,
seamless
access across
channels,
organization
united across all
channels

9. Customers are Multi-Dimensional
• She is busy at work and out with friends.
• She always has her mobile device in her
hand.
• She’s active on Facebook and Twitter and
YouTube and a dozen other social media
sites.
• She is smart and demanding.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

10. Customers are Multi-Dimensional
• We want that customer to be able to
interact with Macy’s no matter where she
is or how she shops.
• It makes no difference to us whether she
buys something in our store or online … or
whether she is shopping from her desktop
computer or her Droid or her iPad.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

11. Customers are Multi-Dimensional
• We have a whole series of strategies in
place to drive our store customers to the
Web, and our online customer to the
stores.
• We strive to have a 360-degree view of
the customer.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

13. Omni-Channel Shoppers
• Multi-Channel Shoppers spend, on average,
15% to 30% more with a retailer than someone
than a Single Channel Shoppers
• Omni-Channel Shoppers will spend 15% to
30% more than Multi-Channel Shoppers
• Omni-Channel Shoppers are more likely to
influence others via their social networks and
online activity and exhibit strong loyalty
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

14. Three Types of Omni Shoppers
• Omni/Integrated. Affluent, home-oriented but
well connected on the move and at the office, 30
to 50 years old.
• Young Mobile. Shoppers younger than 30 who
are constantly on the move, but who primarily
text and rarely email.
• Social Networker. Primarily young but span all
age groups. Connected by interest rather than
age or location.
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

15. Omni-Channel Shoppers
• Omni-Channel Shopping requires an
immersive and superior customer
experience regardless of channel
• Merchandise that is customer-centric
and is not specific to any channel
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

16. Creating an Omni-Channel
• Communications between the Marketing,
Sales, and IT needs to be as smooth as
possible with little confusion about goals
and strategies
• A clear and thorough understanding of the
customer and target market is required to
be able to determine, develop, and deliver
the brand promise

17. Creating an Omni-Channel
• Keep an omni-channel context – identify
where it can degrade meaning to a customer
• Model and predict the different ways your
customer transitions between various
channels - from a digital channel into a physical
space and your employees
• Switching channels - We often “drift” back and
forth between/across channels over an
undefined time period

18. Creating an Omni-Channel
• Do it Early - very early in a design
process, identify, visualize and map these
informational needs so you can begin to
construct maps of how information will
flow across the wider “eco-systems”
• Do it Often – review experience designs
with stakeholders, subject matter experts
and your target audiences as often as
possible to constantly revise and perfect it

19. Types of Touch Points
• Physical touch points: your physical
products, packaging, etc.
• Digital touch points: are constantly
updated like websites, Twitter, etc. These
are always evolving
• Human touch points: customer service,
interactions with your employees

20. Quantitative and Qualitative
• Quantitative information can provide
analytics about what people are doing with
your products but it doesn’t tell you why
• Qualitative measures that can help you
understand why.

21. Follow Your Customers
• Observe how your customers interact with your
channels (website, products, services, people,
etc.) and learn about the context
• Look for “workarounds” - see how your
customers adjust to interact with your products
and services to understand experience gaps and
opportunities for innovation.
• Follow the whole engagement: don’t just focus
on a single channel. Watch the entire process.

22. Service Design – Customer Experience

23. Maps and Blueprints
• Journey Map is a way to illustrate the cross
channel experience of a customer. It includes
what happens front-stage (visible to customer)
and back-stage (behind the scenes) in a linear
flow.
• Service blueprint helps to guide back-end
processes: how things fit together and what
needs to be in place to create a great
experience.

24. • Design an integrated approach to manage
cross channel experiences
• Ensure an experience design that is
consistent with your brand objectives and
strategic product vision
• Manage the experience at all touch points
across all channels

25. Thank You
www.SeanVanTyne.com
http://twitter.com/Sean_Van_Tyne
www.linkedin.com/in/seanvantyne
www.cxrevolution.com
www.userzoom.com
@userzoom
http://www.linkedin.com/company/userzoom