Customer Experience Management in Telecoms Global Summit - Experience Vision
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The document discusses the concept of an experience vision, emphasizing its importance for simplifying user interaction and ensuring customer engagement across various channels. It outlines what makes such visions successful, including shared ownership and user-focused design, while also addressing common pitfalls. Additionally, it includes insights from a customer experience mapping example with Starbucks, reflecting on user feedback and the significance of context in enhancing digital experiences.
Customer Experience Management in Telecoms Global Summit - Experience Vision
- 1. ALAN COLVILLE 3Sixty www.3sixty.co.uk Useful, Beautiful, Digital
- 4. “to make it so simple that people would actually use it.”
- 6. 40% less code on the box 1 million saved in support SIMPLE, STABLE, FAST
- 7. WHY VISIONS WORK • Focus on who’s important • Create a culture of shared ownership • Help sell our ideas and get buy in • Consistent narrative across channels •....
- 8. Always simple and complete Does this help make decisions?
- 9. TRY TO BE PERFECT
- 10. WHY VISIONS FAIL • Set up front • Fiction not fact • Start with technology • Not shared •....
- 11. RECAP • What is an Experience Vision • Why they work • Why they fail
- 12. WHERE TO START?
- 13. WE CAN 90% OF COMPANIES ORGANISATIONAL CONSIDER THE CROSS STRUCTURE IS MOST CHANNEL EXPERIENCE SIGNIFIANT BARRIER TO BE IMPORTANT TO SUCCESS SAY COMPANIES Survey by Econsulting & Foviance
- 14. GET INTO THE REAL WORLD If content is king, context wears the crown Simon Waterfall
- 15. GET TO KNOW THEM If we’re not designing for the users of the site, then who are we designing for?
- 16. Date: 3/22/10 Starbucks Experience Map Eric - Repeat Customer Enriched Experience Purpose: To work/drink coffee Tasty drink Free Wi-Fi Good drink Flavorable Appropriate temperature Aroma Polite People watching Crowd conversation noise Ambience Quick, convenient Sofa chair is comfortable Good byes baseline Greeting Fake Audible Sensations Closing time Worrying Loud Factory line Impersonal Poached Experience Second guessing Blasting air conditioning Loud music Distracting Unwilling to try something new, risk Annoyed about closing time Repeating, not my taste Cold, drafty Feeling rushed Annoyed about where I sat Slightly crowded Back hurts Not large work spaces Not large work spaces Feedback Furniture not ideal for computer work Confusing Lack of personal space Lack of seating Inconsistent Unstructured Lack of outlets Uncomfortable wooden chairs Anticipate Enter Engage Exit Reflect Touchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car 1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have 1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer 1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state 4.c I feel 1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue forced to ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working. make a quick places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much beverage se- case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof- lection. I play it just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very 2.d The light- safe by having are still in the eas that have fee table. tery use on my college town. good, but I ing is pleasant, what I always 5.c Now I same area. outlets. This is 7.d The computer is a was disap- not overly get. move to the 8.c The table Becomes discouraging. continued concern now. 9.c I stand pointed in the bright and not left of where is too low to crowded. 4.d The baris- sips remain I will begin up and walk environment. too dim. i paid. Once work from ta confirms 6.d Most satisfying. looking for around until I Distracting again I feel there, so I 3.d The order- my selection places are another table find a hidden music, small 2.e The music crowded and place my ing process and asks my occupied. No to work at. trash can to workspace, seems ethnic, out of place. laptop in my seems too name to write outlets are throw my cup lack of power extended People are lap. My drink slow. Inconsis- on the cup. available. 8.i The air into. outlets. vocals, soft in walking by me. remains on tent structure conditioning style, volume There isn’t a the table, my of service. 4.e He writes 6.e The work- seems inten- too load and designated bag on the down my spaces seem tion. It’s cold but my taste. waiting ,sitting floor. name and small and outside and area. some code impractical. cold inside. I 2.f The room Most are just 8.d I’m feel- slip my jacket on the cup 5.d As I stand, climate seems have a small ing crowded. on. and hands it the drinker intentionally round wooden I have no off to another EXPERIENCE MAPS cold. maker shouts room to use barista who table with 8.j I continually finished orders my wire- will make it two wooden finding myself and places less mouse. I when he is chairs. people watch- them on a now use the finished with ing while I drink stand. Customer Journey Mapping other orders. 6.f I find an surface of the work. There He screams arm chair as empty reclined are interesting Grande Chai. my mouse cushioned people here, http://servicedesigntools.org.tools/8 5.e Confu- sion. Is this my armchair. Next to it is a pad. Not very effective. so I’m not too bothered. I drink? Why small wooden never like feel- table shared 8.e The crowd ing alone. any did he not call by another talking doesn’t out my name person sitting bother me or name and in the other after awhile, drink? I pick
- 17. EXPERIENCE MAPS Customer Journey Mapping http://servicedesigntools.org.tools/8
- 18. JOINED UP C&A, Brazil
- 20. WORKSHOP AGENDA • Review key customer insights, like personas • Set boundaries • Post up • Find patterns - Affinity mapping • Prioritise ideas - Dot voting • Find best fit
- 21. BRAINSTORM Imagine you’re a customer, list the qualities that matter most to you in using the product? List also feelings associated with these qualities.
- 22. POST-UP LOTS OF IDEAS NO PATTERNS
- 23. HIDDEN PATTERNS Predictable Definitive Usable Speed Safe Confident Comprehensive Clearly flowing Instant Secure Controlled Finable Simple Fast Trusted Expected Engaging User friendly Quick Safe Certain Fully equipped Easy to use Speedy Accurate Solid Tailored Intuitive Confident Stable Resolved Stress free Reliable Straightforward Available Efficient Accomplished Associated Feelings to evoke: Confident - professional - relaxed - engaging - empowering - reassuring - in control
- 24. GO AWAY
- 25. PATTERNS EMERGE Clear Concise In control Helpful Empowering Straightforward Comprehensive Flowing Supportive Engaging Simple Findable Well structured Contextual Reassuring User friendly Fully equipped Quick Tailored Confident Easy to use Resolved Efficient Friendly Trusted Intuitive Expected Secure Useful Stress free Certain Stable Solid Reliable Accurate Available Safe
- 27. Concise, helpful and puts customers in control We’ll deliver on the company’s brand promise: ‘To Make Investing Easy’
- 28. A GOOD VISION IS . . . Simple, attainable, measurable, and meaningful. Even the smallest thing we do, will be measured against this vision.
- 29. What do you think of when you think great customer experience?
- 30. GOV.UK TO SAVE IN 2011 150 MILLION CALLS COULD £3 BILLION HAVE BEEN AVOIDED THROUGH IMPROVED ONLINE EXPERIENCE FINDABLE - UNDERSTANDABLE - ACTIONABLE 1 Start with needs* 2 Do less 3 Design with data 4 Do the hard work to make it simple 5 Iterate. Then iterate again. 6 Build for inclusion 7 Understand context 8 Build digital services, not websites 9 Be consistent, not uniform 10 Make things open: it’s better https://www.gov.uk/designprinciples
- 31. MULTI-CHANNEL CROSS-CHANNEL SERVICE SERVICE + + Peter Morveille’s 2011 UserFocus Keynote
- 32. FOUR THINGS 1. Great customer experiences don’t start with the customer 2. Vision helps overcome cross channel barriers 3. Every vision needs a plan 4. Test your vision in the real world
- 33. CX PRINCIPLES For staff 1. Lead with empathy 2. Empower with information 3. Experience it first hand 4. Every interaction is an opportunity 5. It’s a marathon, not a sprint
- 34. Thank you! Work with me - [email protected] www.3sixty.co.uk Useful, Beautiful, Digital
- 35. LINKS Johnny Holland ‘What is an Experience Strategy’ http://johnnyholland.org/2009/06/04/ what-is-an-experience-strategy/ Cindy Chastain from Boxes & Arrows - Experience Themes - How a storytelling method can help unify teams and create better products. Slideshare (http://www.slideshare.net/ cchastain/experience-themes-an-element-of-story-applied-to-design-1190389) Jared Spool 'The Experience Vision'- http://www.uie.com/brainsparks/2006/05/31/the- experience-vision/ Joe Lamantia from Beyond Findability - IA Summit 09 http://2010.iasummit.org/talks/ 9693 Making a User Experience Strategy Tangible by Catriona Cornett http://www.inspireux.com/2010/05/31/making-a-user-experience-strategy-tangible/? utm_source=twitterfeed&utm_medium=twitter Jared Spool ‘Essential UX Layers for Agile and Lean Design Teams’ http:// www.uie.com/articles/ux_layers_agile/
- 36. READING Simple and Usable Web, mobile, and interaction design by Giles Colborne Gamestorming A playbook for innovators, rulebreakers, and changemakers by Dave Grey, Sunni Brown, James Macanufo Undercover User Experience Design Great UX with a tiny budget by Cennydd Bowles and James Box The Lean Startup How constant innovation creates radically successful businesses by Eric Ries Start with why How great leaders inspire by Simon Sinek
- 37. ARTICLES Taming Goliath: Selling UX to Large Companies (part 1 of 2) - http:// www.uxbooth.com/articles/taming-goliath-selling-ux-to-large-companies-part-1-of-2/ Taming Goliath: Collaboration with Large Companies (part 1 of 2) - http:// www.uxbooth.com/articles/taming-goliath-collaboration-with-large-companies-part-2-of-2/ A Shared Vision: The Coordinating Force Behind Great UX - http://uxmag.com/ articles/shared-vision SLIDES A Shared Vision: The Coordinating Force Behind Great UX - http://www.slideshare.net/ alancolville/a-shared-vision-the-coordinating-force-behind-great-ux