Tom Voirol, Global Head of User Engagement at Reading Room, spoke on developing seamless consumer experiences across multichannel platforms at the Best Practices in Consumer Engagement Conference in Singapore on 13 Jan 2015.
In this presentation, he shared insights on:
* how to develop innovative strategies to prevent disjointed interactions with consumers;
* steps to creating a consistent brand personality & positioning across multiple channels;
* optimising the unique properties & advantages of each channel & tailoring user experience accordingly;
* how to promote ongoing, synchronised dialogue with consumers & be responsive enough to changes.
9. The sum of all experiences
a customer has with a
supplier of goods and/or
services, over the duration
of their relationship with
that supplier
Customer Experience?
Introduction
10. Sum of all experiences
Introduction
⇨ By definition multi-channel
43. Hygiene, performance and delight
Basic expectations = hygiene factors. Perform poorly on these and
you suffer.
Performance payoffs = standard factors. The more you do, the more
customers appreciate it.
Excitement generators = wow factors. This is what will make you
memorable.
Over time, all factors deteriorate as they become commonplace.
You have to keep raising the bar.
Delighted (and empowered) staff will delight customers.
Strategy
44. The multi-screen world
Smartphone, Computer, Tablet, TV
Simultaneous usage
• Multi-tasking - unrelated activity
• Complementary usage - related activity
Sequential usage
Strategy
45. Context drives device choice
Strategy
Source: The New Multi-screen World Study, Google 2014
53. CRM integration is key
Multi-channel contact centre
CRM at the core of all customer relations
Social CRM
Strategy
54. Multi-channel Contact Centre
More than half of call centres use six channels or
more
Provide agents with the training and tools needed to
successfully use each channel
Automated customer contact distribution (on all
channels, not just voice)
Break down data silos between channels
Contact centre analytics using business intelligence
tools, e.g. channel effectiveness
Employ text (and speech) analytics
Strategy
Source: Aberdeen Group Analyst Insight, November 2012
55. Text and speech analytics
Determine root cause of repeat
contacts and poor first contact
resolution, even when contacts
cross channels
• Call center voice and notes
• Customer email and chat
• Social media
• Survey comments
Strategy
86. 3 Design the improved experience
Use channels appropriately
Understand context
Simple is best
Mobile first / mobile responsive
Designing for multi-screen journeys
Stop finding excuses
Development
87. Use channels appropriately
Website: Go in-depth, transact, convert
Mobile site: Validate, qualify, show to others
Mobile app: Interact, transact, consummate the relationship
Email: Topical, relevant, timely updates. Used for forwarding
Social media: Conversation, dialogue, never push messaging
Contact-centre: Situation-specific help and advice
In-person: Explanation, help with complex situations, high-security-
requirement transactions
Never send people off to another channel from the one they chose!
Development
107. Designing for multi-screen journeys
Enable customers to save their progress between devices
Provide a signed-in experience
…but don’t require sign-in
Remember them
• Saved shopping cart
• Allow them to email their progress to themselves
• If you must time out, retrieve the work they’ve already done
• Not another &!%#* password!
Development
112. Security
If you are not a bank, don’t act like one.
What is the worst that can happen?
A number of banks have simplified their mobile login process by
allowing customers to select a lower payment amount limit in return
for lower security requirements (source: Mapa Research April 2014)
Development
139. Measure, track, improve
Base KPIs on organisational objectives and choose metrics to fit
Define conversions, track across all channels
Don’t measure whatever Google Analytics gives you out of the box
Close the feedback loop, base decisions on metrics
Execution
140. Leadership
Customer experience must be championed from the top
Consider a Head of Customer Experience role
Give that person wide-ranging authority to make changes
• to products
• to services
• to channel partnerships
• to owned, earned and paid media
• to internal processes and roles
Execution
150. Get in touch…
Tom Voirol
Global Head of User Engagement
tom@readingroom.com
Global digital communications consultancy
270 staff, 65 in Singapore
UK, Singapore, Australia, Thailand, China
Digital strategy, business transformation consulting,
website and mobile design and build
151. Further reading
• Google multi-screen study
http://rroom.me/googlemultiscreenstudy
• Conversocial
http://rroom.me/conversocial
• Digivizer
http://rroom.me/digivizer
• Why the marketing funnel is all wrong
(McKinsey)
http://rroom.me/marketingfunneliswrong
• Retail multichannel research (Accenture)
http://rroom.me/accentureretailresearch
• Seamless retail (Accenture)
http://rroom.me/accentureseamlessretail
• Multi-channel contact centre (Oracle,
Aberdeen Group)
http://rroom.me/multichannelcontactcentre
• Multi-channel contact centre self assessment
(Aberdeen Group)
http://rroom.me/mccctool
• Winning the Key Strategic Banking Battles:
Cross Channel Experiences (Mapa
Research)http://rroom.me/crosschannelbankin
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Hinweis der Redaktion
Multichannel customer experience
Website, Mobile site, Mobile app, EDM, Social media, Contact centre
In-person (in-branch, on-site, in-store, at venue, at doctor, on-board, at exhibition…)
Dr Noriaki Kano
Great design
Humour
Quirk
ACROSS CHANNELS
Listen to them
We could ask people “what do you want from the website”?
As Henry Ford, creator of the Model T, which popularised cars and made them available to almost everyone, famously said:
“If I had asked people what they wanted, they would have asked for a faster horse”
What he meant to say is that people’s imaginations are bound by what they already know, Their current situation and environment shape their expectation.
Alternatively, they might not ask for a faster horse, but let their imaginations go crazy and ask for the equivalent of a unicorn.
Or they may simply not know what they want.
It becomes apparent that asking people for a solution is not a good idea.
Behavioural data is always preferable to attitudinal data.
Be your own customer
Go mystery shopping.
Reading Room directors applied for jobs using fake identities and cvs to test our recruitment procedures.
Personas, including coming from your content management system
Develop scenarios and storyboards for how people live, work, and interact.