how to create online experiences that people love
Post on 23-Sep-2014
9 views
DESCRIPTION
This presentation was one that Trent Mankelow of Optimal Usability recently gave. It shows the 3 Keys to World-class Customer Experience.TRANSCRIPT
How to Create Online Experiences That People LOVETrent MankelowOptimal Usability
Photo from http://www.flickr.com/photos/jamesclay/2264414513/
2
5
What makes world-class customer experience?
World-class companies focus on three things
Case Study 1
"In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth"
- Tony Hsieh, Zappos CEO
Quote from http://www.fastcompany.com/fast50_09/profile/list/zapposPhoto from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
“That was the best customer service I have
ever had”
From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/
Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
New employees are offered $2,000 to quit
97% turn
it down
“It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense”
- Tony Hsieh, Zappos CEO
18
77% of
Zappos’ revenue is
from repeat sales
X 1,000,000,000
Zappos is a service company that happens to sell shoes
Photo from http://www.flickr.com/photos/lachlanhardy/83702051/
World-class companies focus on Service
World-class companies explicitly design the entire service experience:
across interactions and across channels
Your TV is ready to pick up!
Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
A new TV!!
Customer-facing staff
Websites
Communications
Physical environments
Payment systems
Packaging
Pop quiz
What percentage of people cross at least two channels when making a purchase?
a) 15%b) 30%c) 50%d) 70%
Source: Profiling The Multichannel ConsumerHow Retailers Can Enable Multichannel Consumer BehaviorForrester Report July 29, 2009, By Patti Freeman Evans
70%
"Each customer-facing channel is an
instrument in a symphony" - Subject to
Change
So, who is the conductor?
CXOWorld-class companies have
a
CEO
Retail
Online Etc
CXO
Case Study 2
“As a discussion about design grows longer, the
probability of using Apple as an exemplar approaches
one”
(With apologies to Adaptive Path and Mike Godwin)
Apple have a fanatical focus on elegant, emotional design
They throw away 90% of the work they do
41
Design is infused throughout the
customer journey
The results
World-class companies focus on Design
“Design-embracing” companies outperformed their competitors on the FTSE index by an average of 10 percent
Design ≠ Aesthetics
“Design’s power runs far deeper than aesthetics.... If you are
mapping out a sales strategy, or streamlining a manufacturing
operation, or crafting a new system for innovating you are engaged in
the practice of design”
- Bill Breen, Masters of Design, 2004
, simplify, simplify
World-class companies simplify
48
vs.
50
51
52
“In the everyday world, we want to get on with the important things in life, not
spend our time in deep thought attempting to open a can of food or dial
a telephone number.” - Don Norman
“My buddy Russ and I were talking one day. ‘What the fuck should I
make for dinner?’ I queried. That's the genesis for this website.”
56
57
58
59
World-class companies have personality
61
64
Case Study 3
65
"Quicken is not quick, there's got to be a better way to
do this.” – Aaron Patzer, CEO and founder
67
68
Mint even warns you when your bank charges fees!
Mint focuses on helping individual users make sense of their own
data
“The reason you work so hard in life is to enjoy the financial benefits of doing that work...achieving those goals is where Mint wants to help people. The way we do this is by highlighting and focusing on the insights on current behaviour, and then promoting actions that people can take to make change a reality." - Aaron Forth, Mint.com Product Manager
The next level of insight is in comparing ourselves with others
like us
2,000,000 users
2 years
$2,000,000 marketing
World-class companies focus on Data
Food
Sex
Information??
Dopamine makes us
seek
“I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” - Hal Varian, chief economist at Google
World-class companies provide tools to help customers understand their own data
World-class companies focus on three things
A final point - Devices
MobileLocation-awareTouch-enabledContext-aware
Mobile
Location-aware
Touch-enabled
Context-aware
In conclusion
What?
So what?
Now what?
91
Read
Play
Show
