Building Bridges: Co-creating X-channel Experiences

Building Bridges
Co-creating X-channel Experiences

Seamless. Holistic. Personalized. Brands large and small are placing increased importance on presenting a consistent and integrated cross-channel customer experience. Unfortunately, the
larger the corporation, the thicker the walls between silos. In this presentation, I'll discuss my methods (and hard lessons learned) for building cross-functional relationships and trust in
service of innovative cross-channel experiences.

Patrick Quattlebaum
CXO @Macquarium

#uxba
I’m currently the Chief Experience Officer of Macquarium, a user experience firm with offices in Atlanta and Charlotte. For the last 10 years, I
have consulted with primarily Fortune 500 companies on taking a more holistic approach to experience strategy and design both inside and
outside of the enterprise. I’m happy to share some thoughts on cross-channel experience design tonight. This is the first time I’ve given this
presentation, so I am also looking forward to getting your feedback so I can continue to refine this talk.

@ptquattlebaum

#buildingbridges

#buildingbridges

For those of you tweeting tonight, my handle is “@ptquattlebaum” and you can use the hashtag “building bridges”.

a safari

#buildingbridges

Let’s start things off with a safari, which is simply recording one’s experience as they interact with a product or service. I’ve been doing some
loyalty card experience design work of late, so this I’d like to show my experience interacting with a small but growing brand and their loyalty
program.

#buildingbridges

i’m in the store to get yogurt
I recently got a corporate apartment in town and down the street from my place is Menchie’s, one of the dozens of new yogurt chains
“sweeping the nation”. So I go to check it out.

and check in on foursquare
While browsing the flavors I decide to check in on foursquare and the first tip urges me to get a reward card. Jess and I go way back so I
decide to get one at checkout. If you’ve been to Menchie’s you know its one of those self-serve deals where you put your product on a scale.
The cashier asks me if I have rewards card. No. She asks if I would like one. Sure. She scans it and hands it to me and tells me to register it
online so I can track my points and earn rewards.

#buildingbridges

so i get a card with instructions to register online
After eating I stick it in my wallet. I go a back a few times that month and scan it each time, but I never bother to register it. I’m not
dreaming about redeeming those points. But, like I said, I have been doing some loyalty card work, so a few weeks later I decide to register
it.

#buildingbridges

trips later, i go to menchies.com
There’s a URL on the back of the card, so I type it into Chrome and see this delightfully branded page. I pretty easily spot the callout on the
left to register my card, so I click it.

#buildingbridges

and end up on some other site
And a new tab opens in my browser and I’m on another site. I’m not too surprised about this (it is a small chain and is outsourcing this program). I start filling in
the fast and easy form.

#buildingbridges

i look at the card & enter my number
I look on the back of the card again and there’s my card number to enter into the form. I finish filling it in and press submit.

#buildingbridges

(at least i think i do)
After over a minute I get this lovely error. “Please enter the following to complete the registration: Thanks! mySmileage card number not valid (optional).”
Ummm....

#buildingbridges

number looks right to me
That’s not clear, to say the least. I look at the back of the card and look at the screen. The numbers match. I try submitting again. No dice. So I look around the
page for help... and notice a link to check my card balance. What the hell, I’ll try there.

#buildingbridges

i find a link to check my balance
And I get this form

#buildingbridges

i look at my card again (again)
And I look at my card again. And I type the number in very carefully.

#buildingbridges

guess what: the number is valid
Another tab opens and get this list of transactions... guess the card is valid. And I have 16 smiles and 25 more if I register. What’s that worth? No idea but I’d
like to find out.

#buildingbridges

back on menchies.com
So I look around some more and find a link to contact us. Another tab opens (that’s four for those of you counting at home). I see a form for questions about
the card.

#buildingbridges

but i don’t have an account
No, wait. It is about questions for your card account. Which I could not create. So this is not going to help.

#buildingbridges

i call a (non-toll free) number
So, I call the number at corporate office. Note the non-toll free number. And it’s Saturday...

source: http://www.zendesk.com/blog/guide-to-tricking-voicemail-prompts

#buildingbridges

they’re not there (voicemail)
...So I’m not completely shocked to find my way to an answering machine. I leave a message. (no word back from them yet).

#buildingbridges
That’s a lot of bouncing around to simply register a card. In cross-channel design we have a term for this type of experience

WTF

#buildingbridges
which is short for

#buildingbridges
There are dozens of other yogurt chains, including pinkberry whom they all have ripped off. So, I might as well go join their club and be a Groupie....

Revenge is a dish best served cold

#buildingbridges
and see how little Menchie likes that.

cross-channel
#FAIL

#buildingbridges
So, I dramatized it a bit, but that was not a great experience, and it got progressively worse the further I got away from the bright decor and sugary treats of
the store. And this is unfortunately one of many bumpy or just plain bad cross-channel experiences that I’m sure all of use have experienced. And in many
cases, these experiences were simply not designed as one experience...

#buildingbridges
Which is why there’s increasing focus, especially in the UX community, on applying our dark arts beyond single digital touchpoint, such as a web site,

#buildingbridges
to multiple touch points that are intended to support customers as they interact with a product or service. And we are looking at not these touch points in
isolation

#buildingbridges
but as a system of touch points designed to provide a seamless experience.

this is (really) difficult

#buildingbridges
Designing seamless cross-channel experiences is really difficult work, especially for larger organizations with millions of customers, hundreds of thousands of
employees, thousands of physical locations, and dozens of digital touch points.

web
mobile
kiosk marketing
digital signage
print collateral
in-store
in-home
customer service
#buildingbridges
And there’s no shortage of channels and touch points to get in sync. And they keep expanding more digital options, like mobile and tablets, mature and
physical touch points become increasing augmented with digital capabilities.

#buildingbridges source: http://www.conairgroup.com/silverstripe/index.php/products/material-storage/
Making things more challenging are the siloed nature of medium to large sized organizations. Each new touch point created typically means a new team,
group, or department is being born.

#buildingbridges source: http://2.bp.blogspot.com/-RYkFdryP-Co/Tj7-0q3DyPI/AAAAAAAABJU/6tETrv8zyb4/s1600/OpsSilo.jpg
Departments put together their plans, timelines, budgets, and designs within their silos and then try to get buy in from other parts of the org who they think
need to merely execute a part of the plan. Like rolling out a new loyalty program... we need to get IT to put up a site where customers can register. Can you do
that while we figure out all the marketing?

#buildingbridges
Earlier in my career, I often made the mistake of thinking me and my client could craft the perfect vision and reach out to different parts of the org to bask in the
glory of our strategy and beautiful diagrams... certainly they would fall in behind the pure brilliance of our work and make it happen.

it’s not enough
to have
your vision

#buildingbridges
But I’ve learned the hard way...

#buildingbridges
There are always competing visions, initiatives, programs, etc for the customer experience. Marketing, call centers, store operations, mobile, web... they all
have strategies, plans, initiatives, projects... and all are dreaming up the “perfect” customer experiences through their own lenses.

#buildingbridges
It’s hard enough to manage your own program... you get people in a room, requirements, etc... not everything makes it to the finish line and harmonizes in the
way you dreamed at the beginning.

#buildingbridges
And then another group is creating something kind of similar, but not really, and working on their own vision of the serving the customer. And what you end up
with is a fragmented experience as everyone gets their project done, checks some boxes off on their professional development plan (PDP), and moves on to
the next thing.

you need a
cross-functional
vision

#buildingbridges
I’ve seen this over and over, and the longer I am in this business the more passionate I get about working even harder to help organizations create true cross-
functional visions. To create passionate cross-functional teams focusing on creating great customer experiences.

#buildingbridges
If you want to do something innovative or at the very least good, you have to go out in the enterprise and work harder to synthesize visions, work tirelessly on
rock solid integrated plans to deliver the goods on each channel, and a lot of training and change management to get an entire organization to take on and
keep out of sight the complexity of the system.

#buildingbridges
Why is this important? If you want to remove the seams in cross channel experiences...

#buildingbridges
you have to first get people within the org to play with one another as a team.

knocking down walls
&
building bridges

#buildingbridges
And that means breaking down walls between silos and building bridges person by person, team by team, function by function.

identify plans &
internal drivers

#buildingbridges
A first step is to get out of your bubble and start identifying other parts of the organization that are working on strategies and plans for their area of
responsibility. If you are in a war room creating cross-channel scenarios where a user is crossing over to mobile and you aren’t the mobile team, they are likely
doing the same thing from the other direction.

Roadmap Detective

#buildingbridges
I like to think of this step as a being a roadmap detective... searching through sharepoint sites, asking teams to share their plans, sitting in on cross-functional
meetings... piecing together all the visions for each channel and looking for synergies, gaps, conflicts....

relationships & trust

#buildingbridges
... and the building relationships with key players in those teams. Good cross-channel work depends on building trust among collaborators who are passionate
about their channel, their initiative, their team, and their job.

Inattention to
Results

Avoidance of
Accountability

Lack of
Commitment

Fear of
Conflict

Absence of
Trust

#buildingbridges
Trust is a foundational element to any team, and I’ve seen large cross-channel initiatives struggle as partners assert ownership of their channel at the expense of
creating a seamless experience. At best this is driven by not yet seeing the cross-channel problem and how to solve it; at worst, politics and empire building are
the actions that push the words “customer-centric” to the sidelines.

empathy

#buildingbridges
To build trust among internal partners, you need to be able to see the organization, their role, and their goals from their perspective and acknowledge through
action their importance.

#buildingbridges source: http://lsilverwoodwaltona2media.blogspot.com/2011/05/maslows-hierarchy-of-needs.html
Always remember that a key driver for someone in a large organization is safety of employment. As you work to get buy in and collaboration on building a
cross-channel vision, they may think that this is beyond scope of their role (“this is not on my PDP. i can’t spend time on this.”) or they may see this as giving up
control (“i need to own mobile and show that i own it.”) Cross-channel work challenges organizational boundaries and the how may companies are set up to
reward performance.

out of box
vs
out of left field

#buildingbridges
A couple more thoughts on building relationships and trust... remember there is a fine line between appearing to be thinking out of the box versus out of left
field. I constantly have to remind myself that passionately advocating for innovative ways of working to get to innovative results can come across as irrational or
impractical. I’ve learned the hard way to take a more nuanced approach to winning people over to looking at experience strategy and design in new ways.

challenge
business as usual

#buildingbridges
But... you MUST challenge business as usual to get an organization to move towards creating great and seamless cross-channel experiences.

#buildingbridges source: http://www.global-integration.com/blog/breaking-down-silos.html
Because, sadly, in many organizations are designed to inhibit cross-functional collaboration.

socialize your vision &
identify “playmates”

#buildingbridges
So you must tirelessly socialize your vision and find playmates who want to also challenge business as usual, merge their best thinking and plans into your
vision, and create cross-functional vision that your partners are as passionate as you are in bringing to life.

#buildingbridges
And my last advice... informal talks over coffee are one of my best weapons to build bridges. Get to know someone, talk shop, share stories, find common
ground, and passionately lobby for close collaboration.

co-creation

#buildingbridges
But even better than coffee, is co-creation. Co-creation is an approach where you actively bring stakeholders (and users) deep into the process of creating
strategies, plans, and designs for customer experiences. It is a core technique of service design and invaluable in cross-channel work. I’d like to spend the rest
of the time walking you though several methods for co-creating cross-channel experiences that I have used as well as some new ones I am playing with. These
are used throughout the lifecycle of crafting these experiences and are designed to get cross-functional team members’ hands, heads, and hearts all over each
stage so that they are professionally and emotionally invested in one outcome: a great customer experience. The designer in co-creation is facilitator to create
forums for collaborative strategy and design and then to find the best ideas and synthesize them into a holistic vision.

customer journey
mapping

#buildingbridges
The first method is customer journey mapping, which has become a very popular method in the industry.

#buildingbridges source: http://bellthompson.files.wordpress.com/2010/02/sdc13082.jpg
Customer journey maps are created collaboratively with a cross-functional group. Ideally they are backed by research and observations of customers actual
experiences with a product, service, or brand, or with a specific context in which a new product or service can help them accomplish a goal. This technique can
also be used to create maps of target experiences for products and services under consideration.

intentionally blurry :)

#buildingbridges
They key is focus on the actions and emotions of customer and explore how different channels are engaged and could be better engaged or bridged. All you
need is a scenario starter, subject matter experts from different functions, a large canvas and sticky notes. Each row is a channel and each sticky note is step in
the customers journey. Ideas for improving the experience, connecting channels, and supporting the customer are layered on top. The spreadsheet to the right
is the digital version that can be edited and socialized after the session.

expectations

gaps

emotions

#buildingbridges
During a customer journey session, key things to discuss, capture, and reflect upon are how to meet customer expectations, fill gaps between channels, and
solve for the customer’s emotional journey.

#buildingbridges source: This is Service Design
Does the current experience or the target experience you are creating delight the customer or frustrate/disappoint them?

blueprinting

#buildingbridges
Customer journey mapping is a great tool start identifying opportunities to close gaps or to get a cross-functional team to work towards a common vision of
future customer experiences. Another technique I use is blueprinting, which begins to get deeper into complexities of pulling off these experiences and moving
them through the planning process towards execution by multiple teams across multiple channels.

life is a stage

#buildingbridges
I call this experience blueprinting, but the technique comes out of service design where it is called service blueprinting. It is a framework built off the concept
that you can think about a customer experiences the way you would stage a play.

#buildingbridges source: http://ingridsnotes.files.wordpress.com/2011/03/stage-play.jpg
You have front stage where all the visible props and interactions take place...

#buildingbridges source: http://www.walrusmagazine.com/images/articleImages/EdwardLRG2.jpg
...and backstage where things the audience never see are critical to work flawlessly to avoid any issues front stage.

#buildingbridges source: http://www.flickr.com/photos/rachelshadoan/4171746951
Here’s an example of a blueprint for a grocery delivery service. There are rows that describe the customers actions, the physical/digital artifacts they interact
with, the actions of front line staff, the actions of support staff behind the scenes, and support systems and processes integral to the delivery of the service.
Each column is a step in the customer service experience.

Experience3Blue3Print:3mySmileage3Card3Customer3Help333 DRAFT
Scenario3Description:
Bacon/ipsum/dolor/sit/amet/bresaola/tongue/chuck/tri;tip/turducken./Swine/bacon/jerky/turkey/frankfurter/
strip/steak,/t;bone/drumstick/meatloaf/spare/ribs/beef/flank./Ribeye/ham/hock/short/loin/biltong,/ground/round/
pork/belly/bresaola/meatball/chicken/cow/turducken./Spare/ribs/turducken/beef/tongue/capicola/meatball./
Pastrami/boudin/tenderloin/tri;tip/pork/loin/beef.

1 2 3 4 5 6 7 8 9 10 11 12

Passport package Registration Form Registration Page
Physical3Evidence Signage at POS Passport package mySmileage Card
Menchies.com
mySmileage Callout
mySmileage Card mySmileage Card
mySmileage Card Confirmation email

Commit and sign Look for registration Receive email
Approach register Place yogurt cup Consider program Navigate to Enter required Look for assistance Call customer
Customer3Actions to make purchase on scale and agree to join
up for MyLowe’s Depart
Menchies.com
and navigate to
information and find 1-800 # service
and click on link
Card registration site to view balance

Scan card and
Ask customer if Explain benefits Greet customer Complete registration
On3Stage3(Visible3Human3Actions3or3Digital3Interactions) they have a card of the program
remind customer
and discuss issue for customer
to register

Passports
Back3Stage3(Invisible3Human3Actions)
in/stock

Support3Processes Replenishment system Card activation system Registration system Card activation system

New3/3Impacted3Business3Processes Checkout Process Call center script Call center workflow

#buildingbridges
Here’s another example, which is a simple template I use to create and iterate on experience blueprints. Typically, I run one or multiple customer journey
sessions to gather all the best ideas on a specific customer experience and then I synthesize them into this template. There are then multiple iterations to
improve it and flesh out with all the channel partners.

1 2 3 4 5 6 7

Passport package
Physical3Evidence Signage at POS Passport package mySmileage Card
Menchies.com
mySmileage C

Commit and sign Look for regist
Approach register Place yogurt cup Consider program Navigate to
Customer3Actions to make purchase on scale and agree to join
up for MyLowe’s Depart
Menchies.com
and navigat
Card registration

Scan card and
Ask customer if Explain benefits
On3Stage3(Visible3Human3Actions3or3Digital3Interactions) they have a card of the program
remind customer
to register

Passports
Back3Stage3(Invisible3Human3Actions)
in/stock

Support3Processes Replenishment system Card activation system

New3/3Impacted3Business3Processes Checkout Process

Here’s what my Menchie experience would look like in this template. You can see I’ve added another row to capture business process impacts or gaps... I find
this is really useful in working towards identifying all the internal changes that would need to be made in the business. I also often have another row with ideas
for improving each step as I iterate between analysis and synthesis of the blueprint inputs and outcomes. Each cell in this spreadsheet is a design problem to
solve and it puts in one place all the work that needs to happen by multiple teams.

Experience Blueprint mySmileage Card Customer Help v1 10.17.2011

This blueprint speci es the Menchie’s customer experience for handling customer service issues related to
registering a mySmileage Card online. This mySmileage Card allows a Menchie’s customer to earn smiles (points)
towards rewards by presenting the card each time she makes a purchase.

Signage at POS Passport package mySmileage Card mySmileage Callout mySmileage Card Con rmation email
EVIDENCE Menchies.com mySmileage Card mySmileage Card

CUSTOMER ACTION to make purchase on scale and agree to join up for mySmileage Depart
Menchies.com
and navigate to
information and nd 1-800 # service
and click on link

LINE OF INTERACTION

Scan card and Complete form, accept GreetAction
customer Complete registration
Ask customer if
Action Ask customer ifts
Explain bene
FRONT STAGE they have a card of the program
they have a card. remind Action
customer payment, and package and discuss issue for customer
to register tool and paperwork

LINE OF VISIBILITY

Passports
BACKSTAGE in stock

INTERNAL INTERACTION

Replenishment system Card activation system Registration system Card activation system

#buildingbridges Diagram style adapted from This is Service Design Thinking & Brandon Schauer, Adaptive Path
Once the iterations are done and commitments to go forward are made, I then document the blueprint more formally. I hate reinventing the wheel, so I’m
currently using the visual vocabulary and style from This is Service Design Thinking that the authors adapted from Brandon Schauer’s work at Adaptive Path.

Signage at POS Passport package mySmileage Card
EVIDENCE

Approach register Place yogurt cup Consider program Commit and sign
CUSTOMER ACTION to make purchase on scale and agree to join up for mySmileage Depart
Card

LINE OF INTERACTION

Ask customer if Ask customer ifts
Explain bene Scan card and
Action
customer
to register

LINE OF VISIBILITY

Passports
BACKSTAGE in stock


Replenishment system Card activation system

#buildingbridges
As you can see, we have the same rows. Some of the details of the spreadsheet have been rolled up to the primary actions and artifacts. This document
becomes a touch stone to back to as plans go into execution. It is puts each teams work in the context of the customer’s journey.

mySmileage Callout mySmileage Card
Menchies.com mySmileage Card mySmileage Card

Look for registration
Navigate to Enter required Look for assistance Call customer
art and navigate to
Menchies.com information and nd 1-800 # service
registration site

Complete form, accept GreetAction
customer Complete registrati
payment, and package and discuss issue for customer
tool and paperwork

Registration system

#buildingbridges

egistration Form Registration Page
mySmileage Card Con rmation email
mySmileage Card mySmileage Card

Receive email
ter required Look for assistance Call customer
and click on link
ormation and nd 1-800 # service
to view balance

GreetAction
and discuss issue for customer

Registration system Card activation system

#buildingbridges

we’ve only just begun

#buildingbridges
Now, this is where the real work comes in.

#buildingbridges
These workshops, maps, and blueprints are designed to get a cross-functional team to see the holistic experience through the eyes of the customer.

#buildingbridges
But as each functional area - marketing, mobile, web, call center, etc - start to work on their piece of the puzzle.

#buildingbridges
It is easy for them to become myopic on their channel. The leads of these teams may be bought into the vision, but their teams are likely just getting
introduced to what they need to produce. And this is where the best laid plans and holistic visions can fall apart as each team sees their work as their sole focus
and an opportunity to apply their creativity.

orchestrate
against
atomism

#buildingbridges
This is where facilitation turns into orchestration. This is where cross-channel designers need to continue to help other channel partners keep perspective of the
holistic customer experience and mitigate against atomistic, myopic focus.

#buildingbridges source: http://oliveyuba.blogspot.com/2011/04/its-not-about-olives.html
Which means I find myself often in the role of herding cats... keeping everyone on the same script and working towards the vision.

#buildingbridges
And to focus on the bridges between channels as channel partners create their cards, websites, brochures, commercials, call center scripts, and so on.

integrated planning
&
design guidelines

#buildingbridges
To do this, I tap into the more left-brained, project manager part of me and work hard with others on integrated planning and providing clear design
guidelines.

Element Description Bridge1From1(Originating1Channel(s)) Bridge1To1(Channel(s))
1 mySmileage Brochure (in store) This brochure is provided to the consumer Store > POS Menchies.com (direct)
both as awareness/consideration collateral Store > POS (indirect)
and provides instructions to complete
registration online.

#buildingbridges
Here’s a integrated plan template I create. This is used to list out each touch point, its purpose, and how it fits with other touch points. For example, the
Menchie loyalty card, the marketing web site, the registration form, the call center, etc would all be listed.

Say there was a brochure at Menchie’s that came with the card. As you can see here, it described as a bridge to the web site (and as a good place to let the
customer know about its purpose and value each time they come back in the store.)

The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the
brochure. This is to provide context but also be used to go into creative briefs and to use in status meetings.

ng1Channel(s)) Bridge1To1(Channel(s)) Scenario(s) Cross1Channel1Design1Guidelines
Menchies.com (direct) • Acquiring a mySmileage Card in Store Menchies.com
Store > POS (indirect) • URL to form to complete process
• Consistent imagery and copy
• Educate customer on mySmileage Card benefits

Store > POS:
• Remind customer on in-store process ("scan every
time you check out")
• Ideally, imagery/copy related to how to use would
be consistent with POS signage

#buildingbridges
Here’s a integrated plan template I create. This is used to list out each touch point, its purpose, and how it fits with other touch points. For example, the
Menchie loyalty card, the marketing web site, the registration form, the call center, etc would all be listed.

Say there was a brochure at Menchie’s that came with the card. As you can see here, it described as a bridge to the web site (and as a good place to let the
customer know about its purpose and value each time they come back in the store.)

The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the
brochure. This is to provide context but also be used to go into creative briefs and to use in status meetings.

roughcutting

#buildingbridges
A new technique I am rolling out is roughcutting.

#buildingbridges source: http://www.animationjam.nl/wp-content/uploads/2010/06/StoryboardWall.jpg
This is inspired by animation storyboards and rough cut viewings of works in progress.

#buildingbridges source: http://vimeo.com/9339739
If you have ever seen an animated film in progress, you know that each scene is presented at its fidelity at that point in time, but the film can be viewed from
end to end. Some frames may be words describing what the animation may be, others may be animatics, and others may be complete production quality.

navigation

HERO HERE

Your Smileage card # XXXX XXXX XXXX

Register Here!
Prosciutto chuck meatloaf ball tip rump. Tongue capicola strip steak ball tip brisket spare
ribs t-bone salami, pastrami kielbasa filet mignon tenderloin andouille ham frankfurter.
Drumstick tongue tenderloin ground round shoulder sirloin swine, hamburger jerky salami
kielbasa. Bresaola kielbasa ball tip shank rump. Cow t-bone ball tip pig, bresaola short loin
turducken fatback tenderloin ribeye.

LOGO copyright Your Smileage card # XXXX XXXX XXXX

Submit

LOGO copyright

XXXXXX

XXXXXX

#buildingbridges
On my current initiative, we will be building out a room showing the blueprints for key parts of the cross-channel experience. Each step in the blueprint will be
whatever state it is at that moment in time: a requirements document, a sketch, a concept, a storyboard, etc.

navigation

HERO HERE

Your Smileage card # XXXX XXXX XXXX

Register Here!

LOGO copyright Your Smileage card # XXXX XXXX XXXX

Submit

LOGO copyright

XXXXXX

XXXXXX

db ack
Fee
k
ed bac
Fe

#buildingbridges
Cross-functional teams can then walk the wall and talk through how things are coming together. They can see the draft of a brochure next to the comp of the
web page it sends the user to. And they can provide feedback.

I can also imagine doing videos of these as well.

walking the blueprint

Once execution is complete, I also like to then walk the blueprints and see if things are working or not.

Experience Blueprint mySmileage Card Customer Help v1 10.17.2011

This blueprint speci es the Menchie’s customer experience for handling customer service issues related to
registering a mySmileage Card online. This mySmileage Card allows a Menchie’s customer to earn smiles (points)
towards rewards by presenting the card each time she makes a purchase.

Signage at POS Passport package mySmileage Card mySmileage Callout mySmileage Card Con rmation email
EVIDENCE Menchies.com mySmileage Card mySmileage Card

CUSTOMER ACTION to make purchase on scale and agree to join up for MyLowe’s Depart
Menchies.com
and navigate to
information and nd 1-800 # service
and click on link

LINE OF INTERACTION

Scan card and Complete form, accept GreetAction
Ask customer if
Action Ask customer ifts
Explain bene
customer payment, and package and discuss issue for customer
to register tool and paperwork

LINE OF VISIBILITY

Passports
BACKSTAGE in stock


Replenishment system Card activation system Registration system Card activation system

#buildingbridges
Along with analytics, customer feedback, call center feedback, and other feedback loops, you need to continue to refine and iterate to find gaps and work
towards a seamless experience.

in summary

#buildingbridges

find plans
build trust
co-create
smooth gaps
iterate

#buildingbridges

Build Bridges

#buildingbridges source: http://www.djp3d.com/wp/wp-content/uploads/2007/07/bridge.jpg

Most importantly build bridges internally and help the organization build them - not just plan them - between channels.

thisisservicedesignthinking.com/ www.slideshare.net/samanthastarmer

rosenfeldmedia.com/books/storytelling/ www.gogamestorm.com

#buildingbridges
This is Service Design Thinking is a great resource and many of the symbols I used in this presentation come from their stencil set.
Samantha Starmer has been doing some great work at REI and I recommend reviewing her presentation. She also has a book coming out on cross-channel
design.
I touched on storytelling a bunch It’s a powerful tool in this type of work. Check out Storytelling for User Experience for the fundamentals on doing better
storytelling.
And Gamestorming... great exercises for running co-creation workshops.

blog.macquarium.com/author/patrick-quattlebaum/
Twitter: @ptquattlebaum

Building Bridges: Co-creating X-channel Experiences

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Empfohlen

Empfohlen (20)

Building Bridges: Co-creating X-channel Experiences