What is “customer experience”?

What is “customer experience”?

• It’s a user-centered discipline that considers… interface purpose voice content suitability usability

• In a nutshell… everything that a user sees, reads, and interacts with online.

What is “customer experience”?

• It’s intent is to engage the customer with an experience that draws him or her back to a site again and again.

• More important than “hits” or “page views” is a customer who leaves a site fulfilled, and then returns for more.

“Wireless customer experience...”

• It’s not ‘the Web’ because the audience is different.

“Wireless customer experience...”

It’s not ‘the Web’ because the audience is different.

Wireless Web users: 8.7 million

Web users: 137 million

“Wireless customer experience...”

It’s not ‘the Web’ because the audience is different.

Early Adopters

Middle Adopters

Web users: 137 million

“Wireless customer experience...”

It’s not ‘the Web’ because the audience is different.

Early Adopters

Wireless Web users: 8.7 million

“Wireless customer experience...”

Wireless Web users: 1 hour

Web users: 8.2 hours

It’s not ‘the Web’ because the audience is different.

“Wireless customer experience...”

Wireless Web users: 1 hour

•Per minute access fees•Limited content•Limited bandwidth

It’s not ‘the Web’ because the audience is different.

“Wireless customer experience...”

• It’s not ‘the Web’ because the audience is different.

“Wireless customer experience...”

• It’s not ‘the Web’ because the audience is different.

• It’s not ‘the Web’ because the device is different.

“Wireless customer experience...”

It’s not ‘the Web’ because the device is different.

Limiting Factors:•Very small size•Limited graphics•Challenging text input

“Wireless customer experience...”

It’s not ‘the Web’ because the device is different.

Desktop:225 square

inches

Palmdevice:9 square inches

Web-phone:

1.5 square inches

“Wireless customer experience...”

It’s not ‘the Web’ because the device is different.

Desktop:225 square

inches

A standard banner add

would require four web-phone

screens.

“Wireless customer experience...”

It’s not ‘the Web’ because the device is different.

Enabling Factors:•Ubiquity•Convenience•Inherent security

Generating key...

“Wireless customer experience...”

• It’s not ‘the Web’ because the audience is different.

• It’s not ‘the Web’ because the device is different.

“Wireless customer experience...”

• It’s not ‘the Web’ because the audience is different.

• It’s not ‘the Web’ because the device is different.

• It’s not ‘the Web’ because the ergonomics are different.

“Wireless customer experience...”

It’s not ‘the Web’ because the ergonomics are different.

Unique Factors:•Thumb navigation•Telephony Integration•Provision of location

Vote for:1) Bush2) Gore2) Buchanon

“Wireless customer experience...”

Thumb navigation:•The device can be effectively manipulated with a single hand.

(Thus freeing the other hand for coffee.)

Starbuckslocator service...

It’s not ‘the Web’ because the ergonomics are different.

“Wireless customer experience...”

It’s not ‘the Web’ because the ergonomics are different.

Telephony integration:•The device is capable of multiple modes --

•Data •Voice

•Voice option can appearin data display.

1) Order2) Phone for more info.

“Wireless customer experience...”

• It’s not ‘the Web’ because the audience is different.

• It’s not ‘the Web’ because the device is different.

• It’s not ‘the Web’ because the ergonomics are different.

“Wireless customer experience...”

The wireless customer experience is something altogether different…

…and should be treated as such.

“Wireless customer experience...”

The wireless customer experience is something altogether different…

…it’s *not* a thin version of the “wired web”.

…it’s a companion to the desktop.…it’s transaction-oriented.…it’s capable of multiple modes.

“Wireless customer experience...”

The wireless web is not merely a thin version of the wired web.

…it’s *not* optimal for browsing…content must be specially filtered.…content must be specially formatted.

“Wireless customer experience...”

Content must be specially filtered...

• By customer preference– “My” choices– Recommendations– “10 Best” type lists

• By context– Time, locality...

NY TimesBestsellers1) Harry Potte2) Harry Potte

“Wireless customer experience...”

Content must be specially formatted...

• Streamline -– Get to the point– Ditch the graphics– Simplify menus:

• Nested, numbered

• Think “Action”

1) Order2) Phone for more info.

“Wireless customer experience...”

The wireless customer experience is a companion to the desktop.

• Use the desktop to capture -– customer preferences– shipping, billing data

• Use the wireless web to transact and fulfill.

“Wireless customer experience...”

The wireless customer experience is transaction oriented.

• Enable customer goals:– Buy!– Sell!– Contact!

“Wireless customer experience...”

The wireless customer experience is multi-modal.

• Allow the customer to -– Request information by voice– Read the result as text.

(And vice versa, as appropriate).

“Wireless customer experience...”

To succeed today, deliver on the promise of the wireless customer experience… ubiquity.

Tell me when...

“Wireless customer experience...”

Tell me when...

• My child’s school is closing early.• My route home is congested.• My flight is delayed, or cancelled.• My package will be delivered.• My web site is unresponsive.• My inventories are low.• My options are fully vested.

“Wireless customer experience...”

To succeed tomorrow, deliver on a second promise of the wireless customer experience… locality.

Tell me where...

“Wireless customer experience...”

Tell me where...

• I am.• I can find the nearest gas station.• I can walk to get Chinese takeout.• I can find an express drop box.• I can vote.• My child *really* is.

“Wireless customer experience...”

Tell me when... Tell me where...

These wireless applications demonstrate real utility, and foster customer loyalty. They truly engage the customer.

…and that’s what the wireless customer experience is all about.

Goodbye.

Thank you.