How to Measure and Evaluate Your Omnichannel Customer Experience
Service Design and the Omnichannel Experience - SpeechTEK 2015
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Transcript of Service Design and the Omnichannel Experience - SpeechTEK 2015
Service Design and the Omnichannel Experience:
SpeechTEK Sunrise Discussion
August 2015Crispin Reedy
Agenda• What is Omnichannel?• What is Service Design?• Group Discussion• Optional Extras
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What is Omnichannel?
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Outbound IVR
SMS
Mobile Inbound IVR
WebEmail
Social Media
Physical Store
Call Center Agents
Customer-Facing Staff
Omnichannel Is:
My Customer
SMS
Mobile
IVR
People
Web
Outbound IVR
Store
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Coordinating and organizing different
technologies, people, and processes in
order to achieve a seamless customer
experience.
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Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its
quality and the interaction between service provider and
customers. (SDN)
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Unless you’re selling something like this…
You’re really selling a service.
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Even if you’re selling something like this…
You’re also selling a service.
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The entire experience of product X is made up of
the interactions you have with the company selling
product X.
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HR Marketing
IT Operations
FacilitiesManagement
Change Management
Organization Design
We Already Do This… Don’t We?
Continuous Improvement
QA
Sort OfService Design Touches Everything
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My Customer
Continuous Improvement
Organization Design
Management
QA
IT
Change Management
HR
Marketing
Service Design Discipline• Uses methods and tools derived from different
disciplines– Ethnography– Information and management science– Interaction design
• Introduced as a design discipline at Köln International School of Design (1991)– Dr. Michael Erlhoff
• Service Design Network (SDN) introduced (2004)
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User Centered Design• A set of techniques and tools designed to keep
the focus on the user during the design process– Card sorts– Task analysis– Personas– User interviews– Focus groups– Usability tests– Etc.
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Website, IVR, mobile site, physical product
User Centered Design Service Design
Designing all interactions between customer and
company
Service Design is UCD “on steroids.”
Service Design
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What Does “User Focused” Really Mean?
• Male• Born in 1948• Raised in Great Britain• Married• At least 2 children• Likes dogs• Loves the Alps
Consider these two customers:
• Male• Born in 1948• Raised in Great Britain• Married• At least 2 children• Likes dogs• Loves the Alps
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What Does “User Focused” Really Mean?Statistics are important, but how well do you understand:• Habits• Culture• Social Context• Motivation
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“User Focused” and Omnichannel• Two “identical” customers use two different
channels. • Why?• They’re not identical.
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“User Focused” and Omnichannel• Case study: Cisco Consumer Products Support
– Guide customers to the channel it determines will suit them best
• Technology gurus = online support• Less technical expertise = simple step-by-step
instructions• Eliminated e-mail
– In 2006, only 30% of customer contacts were handled through web self-service
– Today: 84%
Source: Harvard Business Review
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Website, IVR, mobile site, physical product
User Centered Design Service Design
Designing all interactions between customer and
company
Service Design is UCD “on steroids.”
Service Design
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What’s in the Service Design Toolbox?
Stakeholder Mapping
Customer Journey Maps
Service Safaris
Shadowing
Cultural Probes
The Five Whys
Contextual Interviews
Mobile Ethnography
Expectation MapsScenarios
A Day in the Life
Personas
Ideation
What-If
Storyboarding
Service Prototyping
Resources• Organization: Service Design Network• Book: “This Is Service Design Thinking”• Website: Smaply.com
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When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and
not the other. (31 Volts Service Design)
Where To Begin?• Service Design
– Qualitative Research– Find out what you don’t
know– Plug the gaps– Create a strategic
roadmap
• Omnichannel Strategy– Has to start with Project
Zero– Customer data
repository– Specifically around
customer interactions– Access to quantitative
data
Sparks for Discussion• Your experiences with Service Design and/or
Omnichannel?• Is this kind of strategic thinking important?• Best bang for the buck with Omnichannel?• “Service Design” vs. “Experience Design”?• Role of the call center?• What about prototyping?• Ideas for adoption into an organization?
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