Self-service experience principles

Self-service Experience Principles

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01/09/13

SELF-SERVICE EXPERIENCE PRINCIPLES September 2013

Mara Protano – Senior Practitioner


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01/09/13

A GREAT SELF-SERVICING EXPERIENCE:

1. Creates the perception that it is

more convenient than other

channels

2. Allows the customer to achieve

their key goals without friction

3. Instils confidence in the

customer that they can achieve

their goal on their own

Introduction

4. Provides a human and personal

touch

5. Creates delight through small,

unexpected touches

6. Carries the customer’s

information across when they

choose to switch channel or

device

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Self-service Experience Principles 01/09/13

SELF-SERVICE

EXPERIENCE PRINCIPLE #1

Create the perception that self-servicing is more convenient than other channels


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Highlight benefits

— NatWest provides a clear overview of the

different channels available but highlights

the benefits of self-servicing channels

throughout

Self-service experience principle #1


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Prompt to self-service

— Autoglass® prompts the customer to

service online by highlighting the

convenience of doing so, in comparison

to picking up the phone



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Offer self-service first

— MailChimp displays additional contact

options only after the customer has

consulted their online knowledge base



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Increase available content

— Plusnet encourages self-servicing by

making all info available online and

demonstrating flexibility when the

customer asks a question



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Alleviate hassle from other channels

— Hailo app allows customers to identify

their taxi driver and track their location

conveniently on the phone, rather than

having to call and wait for an answer



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Alleviate hassle from other channels

— Making payments on Barclays Pingit is

quicker and more straightforward than

Internet or phone banking


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SELF-SERVICE


Allow the customer to achieve their key goals without fiction


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Capitalise functionality

— Searching, filtering and exploring

properties on the Rightmove app is very

intuitive and takes advantage of the

phones functionalities



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Capitalise functionality

— Amazon allows customers to find items

by scanning their barcode, so to avoid

typing on mobile



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Understand the context

— My Kitchen Table app allows cooks with

dirty hands to use gesture recognition



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One-click interaction

— Bus Guru app has a one-click function to

allow customers to find the nearest bus

stop and next bus


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SELF-SERVICE


Instil confidence in the customer that they can achieve their goal on their own


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Educate and reassure

— Lufthansa offers customers the

possibility to try a demo of their online

and in-airport check-in functionality



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Make the first step easy to take

— Elephant insurance call centre operators

set up self-servicing and walk the

customer through it when they buy

insurance over the phone



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Give an overview

— PayPal provides a visual and easy-to-

understand overview of the steps needed

to use their services


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SELF-SERVICE


Provide a human and personal touch


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01/09/13

Be personable

— On the O2 website, the customer has

access to useful videos of friendly

experts explaining how to use their

mobile wallet



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Get personal

— J.Crew personal stylist service responds

to the needs of busy customers

— All email addresses have a name, so the

customer feels like they are talking to a

person and not an automated service


Self-service Experience Principles 01/09/13 Document File Name

Lego went out of their way to provide a personal touch by

digging up a discontinued set for a disappointed child who had

saved up for two years

Above and beyond

http://www.adweek.com/adfreak/lego-shocks-11-year-old-boy-

sending-him-discontinued-train-set-hed-always-wanted-145693


Every day staff in the Ritz-Carlton hotel are briefed on each

guest in order to tailor the experience according to their

specific needs

Tailored service

http://beloved-brands.com/2012/10/25/ritz-carlton/


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Recognise the customer

— Amazon call centre staff identify the

customer ahead of the call so that they

address them by name and know about

their specific needs



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Be friendly

— The tone of voice of first direct’s

‘Contact us’ pages is very friendly and

contributes to establish a human touch


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SELF-SERVICE


Create delight through small, unexpected touches


Research shows that Autoglass® customers are pleasantly

surprised to discover the technician will vacuum their vehicle

after replacing their glass, as they do not expect it

Surprise your customer (in a good way)

http://www.u-boot.co.uk/baldockbardblog/wp-

content/uploads/2012/06/Autoglass1.jpg


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Trust your customer

— Ocado customers can ask for refunds on

defective goods easily online and get a

full refund with no proof needed


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SELF-SERVICE


Carry the customer’s information across when they choose to switch channel or device


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Make conversations count — Trailfinders advisors record in-store

conversations with customers in a central

digital system

— Any advisor talking to the same customer

(in store or on the phone) will access

those details, creating the impression of

a consistent team serving the customer

http://bpconcepts.files.wordpress.com/2010/02/trailfinders.jpg



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Embrace multi-channel — John Lewis remembers the customer’s

favourites and previous searches across

different channels (online and mobile)



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Provide a seamless experience — Evernote allows the customer to keep

notes on all their digital devices

— It constantly syncs between devices so

that everything is up-to-date and works

seamlessly when the customer chooses

to switch device


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Mara Protano

Senior Practitioner

[email protected]

© 2013 Foolproof Limited

THANK YOU!

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Self-service experience principles