Customer Education in the Digital Age

@nickelledapp #ccexpo14

About us...

Fraser Deans (@fraserdeans)

User Interface/Experience DesignDesigned customer support systems that allows online retailers to deliver orders in under 15 minutes

Scott Collen (@shiftyhorse)

Customer DiscoveryMarketer, believes in customer inclusive approach to product changes and engagement strategies

“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.”

Doug Warner

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Customer education is...

Activity which teaches someone how to get more value out of your product or service

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Digital products and services will always need customer education

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Mental models are...

Internal representations of the world surrounding us

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Designers build products for common mental models.

This leads to a “required mental model” to use the product.

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Separation causes problems

A B“Required mental model” for product

Customer’s mental model#ccexpo14

Separation causes problems

A B“Required mental model” for product

Customer’s mental model#ccexpo14

Separation causes problems

A B“Required mental model” for product

Customer’s mental model

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Benefits of customer education...● Customers understand how to use your digital service● Increase customer lifetime value● Increase average order value● Increase conversion● Reduce support costs● Reduce churn● Your customers love you more because you’ve made their lives

easier

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Who’s responsible for it?

Designers/Developers Marketers Customer support

Digital Experience Team#ccexpo14

Natwest● Social networking app

Vine● Vine let’s users create

6 second video clips● Natwest created

helpful videos to explain their online banking

● Not omnichannel● Helps a specific

demographic#ccexpo14

Gumtree● Using Nickelled● Educate their customers on the same

code they use on their app● No need to translate between different

mediums● Break the steps down into digestible

contextual chunks● Gathering data to improve● Serving 27,000+ guides a month● 88% user satisfaction

Amazon● Improved eCommerce design to

lower the knowledge barrier● Reduce what the customer needs

to know● Reduce the steps where confusion

could stem from● Make it even easier for customers

to achieve their goals

MailChimp● MailChimp: SaaS email provider● Animated gifs via email in

advance● Explain new design to maintain

engagement

● Ensure customers know how to make the most of new features● Using omnichannel technology● Trusted advisor in their field

More info: https://blog.mailchimp.com/showing-vs-telling-with-gifs/ #ccexpo14

Best practicesEducate your customers...● Across all the devices your service is accessible● With omnichannel techniques● Empower customers with great self-service tools● Showing vs Telling● Creatively

Bonus tip:Think of your support channels as distribution channels. Education = marketing + customer service

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Developing your CE strategy

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Measure and iterateUse the best techniques to get your message

across

Understand your customers

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Any Questions?Come see us after to chat more

Nickelled, stand H25

@NickelledApp

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