mckeagney!
Morgan McKeagney!
Understanding the Multichannel Customer: !Customer Experience in a Multichannel World!
About Me / Professional life, in 10 seconds!
Before:!
@morganmck!
#cxdayfinland!
Now:!
mckeagney!
#cxday!
In the old days… / A physical universe!
I need...
Place / Curated experiences!
Explosion of channels / Multichannel by default!
Shop
Phone
1990
Shop
Phone
Website
2000
Shop
Phone
Website
Mobile
Tablets
Web TV
?
Social
2011
I need...
2010/11 - Something Happens / Mobile Explosion!
2044% increase in mobile traffic in one year.
Jan 2010!
March 2011!
Epiphany with a plumber / Brave New World!
Physical & Virtual Collide / Connected Customer!
New ways of shopping / Somewhat random!
“We’ve seen the emergence of a seamless, blended world of physical and digital.”!
Mike McNamara, Tesco CIO!
Source: Google / IPSOS “The New Multi-screen World”, August 2012 !
Hotel Booking / Being human: what’s easiest & to hand!
web!
mobile!
phone!
email!
social!
Hotel booking: sample customer journey!
Understanding the multichannel !customer!
Boiling it down / How best to connect with & delight our customers?!
ACME!
Organisation! Channels! Customers!
Timeless wisdom / Drucker on Business!
“The aim of marketing is to know and understand the customer so
well the product or service fits him and sells itself.”!
a multichannel strategy!
Plus ca change / The more it stays the same!
“Make my life easier & better. Understand me.
Surprise me.”!
Multichannel Strategy / A simple framework!
1. Insight / Research!
2. Strategy Definition!
3. Ideate & Execute!
4. Evolve & Adapt!
Research / Research drives unique insight!
Source: iQContent!
A customer letter / A plea for convenience!
Excellent quality products and brands I don't see elsewhere. I love the ambience when I walk in always friendly and extremely happy to help...... Good coffee as I usually get one to sip near the end of my shop. I enjoy your Weekend Magazine and the monthly Kitchen Magazine but I hate paper and would prefer an iPad version more kitchen friendly plus I could then look at the recipes on my phone instore & grab the ingredients. Love the concept of mySupermarket so long as it is personalised both local and for me when instore and online.... I'm always looking for inspiration - bring Kitchen to life by making it more accessible & allow me to share recipes, more importantly know what I've bought & suggest even if I need to get a couple of things.
“Please innovate a little more.” qualitative insights!
Analytics & Data / Uncovering patterns in behaviour!
quantitative insights!
Peak access to mobile site after 7pm!
Who! Behaviour! Outcomes!
9%!16%!
Source: iQContent!
Customer insight / MCommerce Personas!
Multichannel Toolkit: Tool 1!Source: iQContent!
Experiences Journey / Mapping customer touch points!
Source: Adaptive Path!
Modeling opportunities / Multichannel experience map!
Multichannel Toolkit: Tool 2!Source: iQContent!
Cross-functional Collaboration / Exploding silos!
Multichannel Toolkit: Tool 3!Source: iQContent!
Example / Genesis of a multichannel strategy!
Building the opportunity map / How can we create value?!
Building to think / Prototyping & making stu" tangible!
TBank
Multichannel Toolkit: Tool 4!Source: iQContent!
Slide title & title style / Sub Headline style!
“Design is how it works”!
“We need a mobile wallet” / What might that look like?!
“We need a mobile wallet” / What might that look like?!
Bringing it all together / One-page strategy & roadmap !
Multichannel Toolkit: Tool 5!
Great UX design can yield surprising results!
Case Study: Innovation in Multichannel Retail!
Source: iQContent!
The brief !
We need to develop an Android tablet application for the Samsung Galaxy 7” which can be used by in-store sales teams or the customer on their own, which celebrates the
empowerment - through a series of unique choices - they get when experiencing the
Vodafone MyWay decision process
“ !
”!Vodafone!
Going undercover / Understanding the terrain!
How store sta" work / Understanding practices & frustrations!
Design workshops / Turning insight into tangible ideas!
Sketching / Inspiration & perspiration: imagining what it should!
Detailed design / Detail, detail, and lots of detail!
Code magic / Bringing it all to life (also via Web & Intranet)!
In the wild / A thing of utility, beauty, and flexibility!
The MyWay multi-platform app was a first for Vodafone worldwide. We were
able to o"er our price plan over several di"erent channels all built on the one
design - its incredibly e#cient and customer friendly!
“ !
”!Joy Murphy !Billpay Manager, Vodafone Ireland!
Last word / Sub Headline style!
“The purpose of a business is to create a customer.”!
