Presentation about how we should be using data as a bridge to link on and off-line customer experiences!

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b J Wehl
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2. closing the gap
•
ONLINE information OFFLINE

3. holistic experience
Information

4. How can we best use the
media to enhance the
same messages across
multiple channels?

5. How can we best bridge
the gap between on and
off-line experiences?

6. data as the bridge?
I am the same customer across every channel

7. data as the bridge? time
research purchase support upgrade
cross-channel customer journey mapping

8. service design
• How do we facilitate this movement across
different channels?
• User experience is continuous & non-linear
• Difficult to model and design for
• Needs to consider different context
• Forrester has good stats on channel usage

9. service design
• Good service design involves understanding
your customers and their contexts
• Great service design is continuous and gives
customers the power in the interaction
• Service design and IA involve the same skills
(changing real rather than on-line behaviour)

10. conceptualising this
• Story driven customer journey maps
• looking at tasks and triggers
• needs within different contexts

11. mapping
• detractors
• influencers
• major activities
• scenarios
• looking at tasks and triggers

12. emergent design
• Experience design is emergent
• You can’t model everything but you need to
model well enough and be flexible