Customer Service DeliveryThursday 2nd February 2012Burroughs Room – The Wellcome Trust183 Euston RoadLondonNW1 2BE

Welcome

Ian RutterSenior Manager

Engage Business Network

What is the Engage Business Network

• Break down some of the barriers and misconceptions that prevent the corporate world from fully exploring the market that is the over-50 consumer.

• Foster the best in inclusive design across a wide range of products and services, and to help promote these products and services to the over 50s market, thereby improving the quality of life for the ageing population. 

• By helping business to understand fully the complexities of the ageing population, we hope that we can help to open up new routes to market.

• Think “Customer” rather than “Age” 

• Play a crucial role in stimulating and sharing good practice.

New Members

Kohler-MiraBTATOCDignity Caring Funeral ServicesPanasonic

Our Speakers

Jo Moran

Moira Clark

Nicola Millard

Agenda

13:30 Registration14:00 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network

Speakers

14:10 Jo Moran – Head of Customer Service, Retail Communication and Activity and Staffing,Marks & Spencer

14:45 Professor Moira Clark - Head of Marketing and Reputation, Director of The Henley Centre for Customer Management, Henley Business School, Reading University

15:20 Break and refreshments

15:40 Dr Nicola Millard – Customer Experience Futurologist, BT

16:15 Questions and debate

16:30 Drinks and networking

17:15 Close

Customer Service & Your Brand: The Key Ingredient

Jo Moran – Head of Customer Service, Marks & Spencer

What is a brand?

“... Name, term, design, symbol, or any other feature that identifies one

seller’s good or service as distinct from those of other sellers...”

American Marketing Association

Service & The M&S Brand

“A brand isn’t what you say it is,

it’s what Google says it is”Chris Anderson,

The Long Tail

The customer voice… it’s loud and it’s out there!

SALECUSTOMER:  I went to your xxxx store last week, it was like a jumble sale rails and rails of tat! Even one of the staff commented about it, good idea to send it to the charity shops.

CUSTOMER:  Just been in xxxx - hardly anything in the sale - at least, not anything I wanted. :(

HOW WILL YOU BE CELEBRATING NYECUSTOMER: Would have been celebrating with a few more crisps & dips, but M&S xxxx decided to shut their doors 20 minutes early.

CHRISTMASCUSTOMER: I tried 4 branches in west London for bread sauce and couldn't get any. In the largest branch at xxxx the customerService was awful. When I asked if there would be any in today the response was ' I don't know' , no effort made to ask someone else or at least ask meHave spent a small fortune on M&S as I always do at this time of year, will go straight to waitrose next year!

What do customers expect from us?

Changing expectations

Service is the KEY ingredient

Customer Experience

Product

Environment Service

Engagement matters.

Making a connectionMaking a connectionAdding Value Adding Value

EmployeeEmployeeSatisfactionSatisfaction

EmployeeEmployeeLoyaltyLoyalty BusinessBusiness

PerformancePerformance

InvestingInvestingYour Time Your Time

Customer Customer SatisfactionSatisfaction

CustomerCustomerLoyaltyLoyalty

Creating a Service Model...

WHAT I’M LIKEAND

WHY I’M HERE

WHAT I KNOW

WHAT I DO

MOST

MORE

LESS

Customer

DELIGHT

WELL-OILED MACHINE

The customer view....

1st Position

You & Your Role

Your KnowledgeYour Experience

2nd Position

Your Customer

Their FeelingsTheir Needs

3rd Position

Your M&S

Future SalesBrand Reputation

Alison McCormack - Group Head of Digital, Age UK

Seema Jain – Research Assistant, Brunel University

Website usability with older people

Seema JainResearch Assistant, Brunel UniversityMultimedia Designer, Age UK

Contents Overview

The study’s motivation

Site map examples and definition

Navigational tools & strategies

User testing

Findings

Conclusions

References

Introduction

A study to find out if site maps can help the usability of websites

The motivation was to understand users’ behaviour when searching online and identify how usability tools, for example site maps, can be improved to support browsing

Site Map examples

Nav

igat

iona

l Too

ls

The Study

Website testing45 UK websites were tested against inclusive guidelines for website and site map design 3 different kinds of site were tested; information-based, transaction-based or content-based

User testing3 websites were tested;

John Lewis (Transaction-based)NHS Direct (Information-based)ITV (Content-based)

Study Conditions

+ +

?+

Condition 3

Condition 1 Condition 2

The Participants

37 participants who have had some experience with the internet.

Age ranged from 60 to 86 years old

Female 28

Male 9

Different range of aptitudes for using the internet.

Tra

nsac

tion

-bas

ed

John

Lew

is

Tra

nsac

tion

-bas

ed

John

Lew

is

17Sale quick

link

14Mainmenu

6Search

field

Tra

nsac

tion

-bas

ed

John

Lew

is

Info

rmat

ion-

base

d N

HS

Dir

ect

Info

rmat

ion-

base

d N

HS

Dir

ect

24Mainmenu

9Search Field

4Foote

r menu In

form

atio

n-ba

sed

NH

S D

irec

t

Con

tent

-bas

ed

ITV

Con

tent

-bas

ed

ITV

18Quick links

9Main menu

3TV

shows menu

3Footer menu

4Search Field

Con

tent

-bas

ed

ITV

Findings

Task Completion

John Lewis NHS Direct ITV

PC 53.9% 66% 83.3%

PC + Site Map 57.1% 66% 90.9%

User’s Preference 60% 92.3% 92.8%

Average time (mins) and average clicks

John Lewis NHS Direct ITV

Time Clicks Time Clicks Time Clicks

PC 3.07 7.5 2.28 5.5 1.20 2.9

PC + Site Map 2.46 5 1.28 2.3 2.44 4.7

User’s Preference 5.04 10 2.39 7.25 1.49 4.2

Overall Findings

Task completion Average time taken

(mins)Average clicks

PC 67.6% 2.18 5.3

PC + Site Map 71.3% 2.06 4

User’s Preference 81.7% 2.97 7.15

Findings: participants

Navigation methods•Hunting for information

•Position of information•Main menu as popular tool

How aptitude effects usability•A low aptitude for the internet does not necessarily translate to task failure•Older people with a low aptitude still demonstrate the ability to learn

Feedback: site maps

•There was a significant improvement in task completion between the condition with a PC only and one with a site map.

•It is helpful only if it is appropriately designed

•The user’s experience with site maps is also notable. They said;‘too cluttered and the text is too small to read’

‘too long a list to read through’‘I have never heard of a site map before’ ‘it should have had better headings’‘don’t see a difference between using this or a normal menu’

Conclusions

Older users have the ability and interest in learning.important as the success of finding it.

Site maps can increase the success rate of finding information but not the user satisfaction.

In order to cater for those with lower aptitudes, a more direct route to the information is required.

Thank You !

References

Aptitude REDISH, G, D, CHISNELL. (2004). Designing Web Sites for Older Adults:A Review of Recent Research. AARP older wiser wired. [online]. Available from: www.aarp.org

CHISNELL, D.A. J.C. REDISH, A. LEE (2006). New Heuristics for Understanding Older Adults as Web Users. Journal of Applied Research; Communication [online]. Available from: http://www.ingentaconnect.com/content/stc/tc/2006/00000053/00000001/art00006

Online Usability TEDESCO, D. , A. SCHADE, K. PERNICE and J NIELSEN (2008). Site Map Usability: 47 Design Guidelines Based on Usability Studies with People Using Site Maps [online]. Available from: http://www.nngroup.com/reports/sitemaps/

CHADWICK-DIAS, A. D, TEDESCO. T, TULLIS (2004). Older Adults and Web Usability: Is Web Experience the Same as Web Expertise? Fidelity Center for Applied Technology, Human Interface Design [online]. Available at: http://dl.acm.org/citation.cfm?id=986072

NIELSEN, J. Designing Web Usability [Book]. New Riders Publishing, Indianapolis. 1999

Kelly Harrison - Web and Digital Marketing Manager, RNIB

Our web programme

Kelly Harrison

Web and Digital Marketing Manager

Royal National Institute of Blind People (RNIB)

Me and Us!

RNIB working to support almost 2 million blind and partially sighted people in the UK @ RNIB for over 3 years

http://www.rnib.org.uk

kelly.harrison@rnib.org.uk

<http://uk.linkedin.com/in/kellyjharrison

Senior user on web programme for RNIB

What did we do?

Created a new intranet, website and shop for RNIB using an accessible version of SharePoint 2007.

Objectives of programme

Better user experience

Flexible platform

Consolidate and join up functionality

Refresh the design

Front and back end accessibility!

Why we chose SharePoint

Microsoft houseOffice integration

Breadth of functionality availableBlogs, Wikis, Calendars, Document Management, Collaborative Tools

Strategic decision – single platformWebsite, Intranet, e-Commerce

Prep

User stories

Information architecture of navigation

Design

Challenges

Web Standards

New supplier/Agile

Technical Challenges + stakeholders

Training

Content Migration

Timescales + stakeholders

Testing and focus groups

Internal expertise

Online surveys

Internal focus groups

UAT from web and digital marketing team, developers and WAC

External testing

External feedback

End results - positiveWebsite and intranet live on time

E-commerce short delay

Universally good feedback

Accessible both front and back end

More flexible

More money in donations

Better user experience

Useful linksEqualities Acthttp://www.legislation.gov.uk/ukpga/2010/15/contents

WAI WCAG overview

http://www.w3.org/WAI/intro/wcag.php#version

W3C WCAG 2.0 Guidelines

http://www.w3.org/TR/WCAG/

WAI ARIA primer

http://www.w3.org/TR/wai-aria-primer/

RNIB “Surf Right” guidancehttp://www.rnib.org.uk/professionals/webaccessibility/services/siteaudits

RNIB - Web access consultancyhttp://www.rnib.org.uk/professionals/webaccessibility/Pages/web_accessibility.aspx

WAVEhttp://wave.webaim.org/

Bunnyfoothttp://www.bunnyfoot.com/

Talia Findlay - Digital Marketing Manager, Apetito

Wiltshire Farm Foods

1. Introduction to Wiltshire Farm Foods

2. Understanding our Audience

3. Barriers to Overcome

4. Test, Learn, Refine

About Wiltshire Farm Foods

Our Audience

Vision

Motor Skills

Confidence

Confidence

Test, Refine, Learn

Test, Refine, Learn

Key Growth Channel

80% of online orders are placed by end consumers

20% are placed by influencers

13% of total retail sales

20% growth