Don't try to design your Customer Experience in vacuum. Be the one who brings the organisation together to deliver the world-class customer experience!

1. Customer Experience –
More than meets the eye
Tuija Riekkinen
Senior Consultant
I am a rare combination of a digital native, an innovator and
creative yet practical professional with years of hands on
experience.

2. What is digital presence
“Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and are used
by many people”
Slightly edited definition of digital
presence from Lisa Welchman’s book
Managing chaos – Digital Governance by
Design

3. “Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and are used
by many people”
What is digital presence
Consumers/
end users

4. “Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and are used
by many people”
What is digital presence
Consumers/
end users
Content
management
Backend services
Product information
management
Frontend
applications (web,
mobile…)

5. “Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and are used
by many people”
What is digital presence
Consumers/
end users
Content
management
Backend services
Product information
management
Frontend
applications (web,
mobile…)
Key themes
& messages
Purpose of
the content
Product & content
taxonomy
Content model
Content creation
SEO
Publishing
workflows

6. “Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and are used
by many people”
What is digital presence
Consumers/
end users
Content
management
Backend services
Product information
management
Frontend
applications (web,
mobile…)
Key themes
& messages
Purpose of
the content
Product & content
taxonomy
Content model
Content creation
SEO
Publishing
workflows
Product &
Product data
Cross &
upsell
Online sales
strategy
KPIs &
Measuring

7. “Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and are used
by many people”
What is digital presence
Content
management
Backend services
Product information
management
Frontend
applications (web,
mobile…)
Key themes
& messages
Purpose of
the content
Product & content
taxonomy
Content model
Content creation
SEO
Publishing
workflows
Product &
Product data
Cross &
upsell
Online sales
strategy
KPIs &
Measuring
Consumers/
end users
Content producers
Data managers
Customer support
Developers
Admins
Graphic designers

8. Product recommendation
Consumer Experience for

9. Product recommendation
Product
recommendation
Types of impulse purchase
What kind of product is most suitable
per type of impulse purchase
● Pure impulse purchase
● Suggestion impulse purchase
● Reminder impulse purchase
● Planned impulse purchase
Experimental Goal-oriented
Purchase behaviour
Context
The context where the product
recommendation is presented to
the consumer
● Editorial
● Product page
● Add to cart
● Checkout flow
Sales tactics
How the recommendation is presented to the
consumer
● Social proof (most popular, most
recommended, top sellers)
● Authority (staff picks)
● Consistency & commitment (recently viewed)
Business drivers
Campaigns, product availability,
other commercial drivers

10. Consumer Experience cannot be designed in
vacuum
• It is not enough to know the dreams and needs of the end-user, but you also
need to understand what is involved in delivering the experience!
• What are the key ingredients in delivering the
digital customer experience?
• What is in the scope of the “digi-team” and who else in the
organisation needs to contribute and how?
• Do people in “non-digital related” jobs understand that they
in fact have a key role in delivering the digital customer experience?
• How to make this cross-organisational co-operation work?

11. Further reading
https://research.libraries.wsu.edu:8443/xmlui/bitstream/handle/2376/387
/d_parboteeah_072805.pdf?sequence=1
http://www.persuasion-profiling.com/downloads/

12. Thank you!
Twitter: @tuijar
Linkedin: https://fi.linkedin.com/in/tuijariekkinen
Slideshare: http://www.slideshare.net/TuijaRiekkinen
http://talentbase.fi