No matter how many departments your organization has, to your customers, it's all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it's related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience.
Some examples of disjointed cross-channel experiences are:
The customer has to inform the customer service representative of what the website says about their own return policy.
The specifications of a product online does not match the actual product a customer goes to pick up in the retail store.
The experience of the mobile application is far superior to the experience of the standard web application or software application.
The customer has to make three different phone calls to get their account changed because the information is stored in three separate business units.
Applying consideration for the cross-channel experience is much easier said than done. It requires a significant level of coordination and collaboration between the stakeholders, to understand not just how to optimize their particular part of the service, but to maintain that optimal and consistent experience throughout. For example, the customer service department can do a great job of correcting a problem after the fact, but they can add greater value to the product or service as a whole by collaborating with sales and product teams to prevent the issue from arising in the first place.
In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.
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The cross channel experience - UXLx
1. Who
is
using
your
system?
We
know
them.
Evidence
Driven
Design
The
Cross-‐Channel
Experience
Presented
by
Nick
Finck
2. About
Me
User
Experience
Evangelist
Blink
InteracHve
Personal
Site
NickFinck.com
Twi9er
@nickf
Nominated
Sea>le’s
sexiest
geek
Photo
by
Jeff
Cro<
-‐
h>p://bit.ly/g0hPil
8. 90%
of
businesses
say
the
cross-‐
channel
experience
is
criMcal
to
their
business’s
success.
- Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
13. “70%
of
US
online
customers
research
products
online
&
purchase
them
offline.”
-‐
Forrester,
“Profiling
The
MulHchannel
Customer”,
July
2009
14.
65%
of
search
visitors
are
looking
for
further
info
on
something
they
saw
via
another
channel.
-‐
Andrea
Resmini
&
Luca
RosaH,
“IA
for
Ubiquitous
Ecologies”,
2007
15. “53%
of
mobile
searches
on
Bing
have
local
intent.”
-‐
Greg
Sterling,
Search
Engine
Land,
November
2010
37. Service
Blueprint
Twitter Experience
Physical Tweet Blog Post Comment Form Tweet Twitter Profile
DM button on Twitter
URL on Twitter profile
Evidence Profile
User
Actions
Clicks on link Reads blog post Comments on post @Replies to Tweet Follows on Twitter DMs over Twitter Visits Website
Line of Interaction
Onstage
Contact Post to Twitter Publish blog post Responds to comment Respond to @Reply Analyze followers Respond to DM Analyze web logs
Person
Line of Visibility
Backstage Review, edit, &
Review, edit, & Review, edit, & Review, edit, &
Contact approve blog post
approve comment
approve responce approve responce
reply
Person
Line of Internal Interaction
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