customers first: designing for differentiation, conversion and loyalty
DESCRIPTION
Janna DeVylder spoke at TravelTech 2013 description: Customer First: Giving customers an excellent experience should be at the heart of every great travel business. This session looks at website user experience, differentiation, conversion and loyalty.TRANSCRIPT
Customers firstDesigning for di!erentiation, conversion and loyalty
Janna DeVylder - @jdevylderTravelTech Sydney 2013
people
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They are on a journey. We are not always the destination.
external
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
internal
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
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The journey is also wild and varied!
Make a map
The details are not the details.They make the product.
[and they make or break the experience]
Charles Eames
CONVERSION
Oh, funnels...
http://eresponsible.files.wordpress.com/2012/06/conversion-funnel2.jpg http://d1avok0lzls2w.cloudfront.net/img_uploads/conversion-funnel-social.gif
How about bridges?
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Understand my barriers
Help me rethink my approach
Help me rethink my approach
Makers, not just consumers
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Give me just enough to evaluate, but not too much
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Give me just enough to evaluate, but not too much
Don’t just take our word for it
picture of peer review
Help me get a sense of the intangible
Don’t hide the fine print
Don’t overwhelm
LOYALTY
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Loyalty can be deceiving
DIFFERENTIATION
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Support travel literacy
Makers, not just consumers
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Design with, not only for
thanks!Janna DeVylder [email protected]@jdevylder
TravelTech Sydney 2013