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The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
The document discusses designing for a holistic customer experience across all channels of a brand. It recommends using metrics and tools from various disciplines like experience design, customer journey mapping, and ubiquitous computing to understand customer interactions from all entrances. The key is providing a consistent brand experience while optimizing each channel's capabilities. Designing holistically requires listening to customer feedback from all sources and involving different departments beyond just the website to improve the overall experience.
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The Holistic Customer: Beyond the Website Experience - Managing Experience 2010
- 1. The Holistic CustomerBeyond the Website ExperienceSamantha Starmersstarme@rei.com@samanthastarmer
- 2. REI – RecreationalEquipment, Inc.Retailer, Member owned co-op1938"We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship."
- 3. meUX & IArelated work for places like Amazon, MicrosoftREI – first experience at a non high tech companyTeach at University of WashingtonMost important - Spent 10 years in the restaurant and bar business. With a lot of customers.
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- 12. Like The SecretGarden!
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- 15. I needed anadult beverage$80 wine!!!
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- 18. I have toget out of a 13 acre resort
- 19. So, with acrappy map
- 20. and tips(seriously),
- 21. I finally findmy way out
- 22. And escape tothe real world
- 23. But now itis dark
- 24. And the lovely,secret foliage
- 25. With all ofthe nooks and crannies
- 26. That I alreadygot lost in when it was light…
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- 29. Now I reallyneed a drink
- 30. At least forwalking, exploring or doing anything not related to sitting by a pool and drinking
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- 41. 65% of visitorsto an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.Pubblicita offline e ricercheneimotori, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
- 42. They are comingfrom everywhere!
- 43. We have nocontrol
- 44. over how peoplehear about us
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- 46. 53% of USonline consumers say they research products online that they subsequently buy offline.Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
- 47. Over half REIonline business is picked up in a store
- 48. Even if youthink you are web only, you are multi-channelhttp://www.flickr.com/photos/shaireproductions/3176968409/
- 49. Customers are interactingwith your brand. They don’t care about the channel; they care about the experience.
- 50. I’m the samecustomer in each interaction
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- 52. Getting flight #via email
- 53. Check in viamobile app
- 54. I don’t wantflight status!
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- 59. Fine. Oldschool check in.
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- 62. And one morereason?
- 63. Our Marketing peersare way ahead of us…
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- 65. Think about onramps and off ramps
- 66. Don’t assume thecustomer is using the front door.
- 67. Holistic experience atall entrances
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- 76. Who is REI? Why am I here?
- 77. Are your onramps and off ramps a good experience?
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- 85. The most commonproblems reported by Web-to-store shoppers related to discrepancies in prices and product information across the two channels.Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping? December 2009
- 86. Not the sameinformation!
- 87. Not the sameinformation!
- 88. Be consistent…But optimizechannel capabilities
- 89. Surface at ahotelhttp://news.cnet.com/8301-10805_3-10016573-75.html
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- 92. Augmented Reality dressingroomhttp://www.tobi.com/
- 93. Not just astupid advertising app
- 94. Don’t design foruser's needs on the website, design for the holistic experience
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- 113. Business Origami (@jessmcmullin)Toolsand Methods
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Editor's Notes
- #3 I currently work at REI, managing experience work.
- #4 But most importantly (at least to this conversation), I spent 10 years in the restaurant and bar business and waited on a LOT of customers.
- #14 But I had just arrived
- #32 I later learned that the Parker Hotel has a ‘no sign’ policy.
- #33 They made us take off our conference badges anytime we left the conference ‘sequestering’ area. They yelled at us if we walked around the property with our badges on.
- #39 Door picture
- #41 So, why should you care about this?
- #44 They hear about you from print advertising
- #45 From all sorts of physical messaging
- #50 Door picture
- #51 Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.
- #53 I want to look into changing my seat while I check in for my flight, and don’t want to pull out and boot up my computer. Heck, I have an iPhone, I shouldn’t have to. I get my flight number via an email confirmation of my itinerary. And the email links me to a app to check in. Sweet.
- #55 But the mobile app will only let me check flight status. Arrgh.
- #56 Damn. I have to pull out my already packed computer
- #57 Find the US Airways site (because I always forget the URL and end up at some advertising site instead)
- #58 And the flight number that I just confirmed IS NOT RECOGNIZED.
- #59 WAAAAAH. I can’t check in online. I can’t change my seat.
- #60 Ritz carlton
- #61 BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
- #63 And one more reason you should care about customer experience beyond the website….
- #65 Okay, so how to start thinking about holistic customer experience.
- #67 Door picture
- #78 Door picture
- #79 Door picture
- #85 Door picture
- #86 Door picture
- #89 Being consistent is important, but you also want to maximize the capabilities of each channel.
- #92 This touch screen reader in a conference hotel was super handy for finding the room I was supposed to be in without having to ask for anyone or log into a computer.
- #94 I think a lot of iPhone apps are kind of stupid and don’t maximize the strengths of the phone. But I really like this feature in Target’s app – it can tell you which aisle a product is in at your local store. Wow. I pull this up when I’m in a Target to save time and easily find the product I want to buy.
- #99 There are a lot of tools to help you design for a holistic customer experience.
- #100 And a lot of related disciplines.
- #101 Ritz carlton
- #107 Checking out the wayfinding
- #108 And other signs. Hmmm – this one is hard to see because of all of the product stacked in front of it. That’s not a great experience.
- #118 Door picture