50
Craig Menzies, iCrossing STARTING AT THE CUSTOMER 1

iCrossing UK Client Summit 2011 - Starting at the customer

Embed Size (px)

DESCRIPTION

Starting at the customer by Craig Menzies for the iCrossing client summit 2011

Citation preview

Page 1: iCrossing UK Client Summit 2011 - Starting at the customer

Craig Menzies, iCrossing

STARTING AT THE CUSTOMER

1

Page 2: iCrossing UK Client Summit 2011 - Starting at the customer
Page 3: iCrossing UK Client Summit 2011 - Starting at the customer
Page 4: iCrossing UK Client Summit 2011 - Starting at the customer

Guard cat

Page 5: iCrossing UK Client Summit 2011 - Starting at the customer

I need to get a quote for insurance for my scooter.I start where most consumers start . . . Google.

Page 6: iCrossing UK Client Summit 2011 - Starting at the customer

I choose one of the paid links at the top . . . mostly because I recognize the brand from TV.

Page 7: iCrossing UK Client Summit 2011 - Starting at the customer

From an insurer’s perspective, are motorcycles the same thing as scooters? I searched for “scooter,” didn’t I?

I click here to see what the process is to get a quote.

On first glance: A clean, useful site – someone’s spent time on this.

Page 8: iCrossing UK Client Summit 2011 - Starting at the customer

I get an interim page. I just want to see what the quote process looks like. What am I in for?

I choose “New user.”

Page 9: iCrossing UK Client Summit 2011 - Starting at the customer

OK, this is good. I make sure I have all the details I need. But I still don’t know if they insure scooters!

Page 10: iCrossing UK Client Summit 2011 - Starting at the customer

FOUR pages in from my start page, I finally get to the form. And still no information.

I close the browser window with the quote form and go back to where I started.

Page 11: iCrossing UK Client Summit 2011 - Starting at the customer

I’ll try this one: “Questions & answers”

Page 12: iCrossing UK Client Summit 2011 - Starting at the customer

Nothing here that answers my question.

Page 13: iCrossing UK Client Summit 2011 - Starting at the customer

Now I’m confused AND lost . . . I go back to Google and try someone else.

Page 14: iCrossing UK Client Summit 2011 - Starting at the customer

OR TO PUT IT ANOTHER WAY . . .

The Web

Page 15: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Agenda

>Why should we care about Customer Experience?

>Customer Experience tactics and techniques

>Websites and the wider World

>How can we start moving in the right direction?

15

Page 16: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Agenda

>Why should we care about Customer Experience?

>Customer Experience tactics and techniques

>Websites and the wider World

>How can we start moving in the right direction?

16

Page 17: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Overall website usability is generally poor

17

Distribution Of Web Site User Experience Review Scores Across 1,387 Sites(Pass score = 25, representing a minimally satisfactory experience)

Article source: Jonathan Browne, September 2010 “Web Design Best Practices From UK Interactive Agencies”

Page 18: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Your brand is at risk

18

How is your opinion of a brand or company affected if its Web site does not perform up to your standards?

Article source: Craig Menzies (Ed. Harley Manning), January 2009 “The Future Of Web Design: Balanced Support For Both Customer Goals And Brand Communication”

Page 19: iCrossing UK Client Summit 2011 - Starting at the customer

< Poor online experiences damage your brand and lose

you customers >

19

Page 20: iCrossing UK Client Summit 2011 - Starting at the customer

< To prevent a poor online experience,

start with the Customer! >

20

Page 21: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Agenda

>Why should we care about Customer Experience?

>Customer Experience tactics and techniques

>Websites and the wider World

>How can we start moving in the right direction?

21

Page 22: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Core Principles – The Elements of User Experience

22Source: The Elements of User Experience, Jesse James Garrett: www.jjg.net

UX describes a process for understanding how things should work

UX provides a framework for asking – and getting answers to – the right questions

Page 23: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

User Experience is about ‘getting it right’

23Image source: http://www.flickr.com (users: RowdyKittens and scarletgreen)

What does the customer REALLY want and need?

This? Or this?

Page 24: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Yes, this actually is a real website

24

Page 25: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

You should see it ‘live’

25

Page 26: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

User Experience vs Customer Experience

> I believe Customer Experience goes further than User Experience

> It attempts to convince organisations to think about their customers at all levels and across all channels – and strives to give them the tools to do so

> Generic user picture vs a real person

> Tactical vs Strategic

26

Page 27: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Core Principles – Evaluating the Experience

> ‘Scenario design’: A concept built on a simple assumption: No experience is inherently good or bad, it can only be judged by looking at how well it helps customers achieve their goals.

> This approach requires companies to continually ask — and answer — three questions:

– Who are your customers?

– What are their goals?

– How can you help them achieve those goals?

27

Source: July 19, 2004, “Scenario Design: A Disciplined Approach To Customer Experience” by Bruce D. Temkin, Forrester Research

Page 28: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Who are your customers?

Do we always take the time to understand who our customers are?

Are they really who we think they are?

Are they who they TELL us they are?

28

(SOURCE: www.scificool.com, www.masalatime.com)

I am Darth Vader

I am Darth Vader

Woof

Page 29: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

The User Experience Toolkit

> Customer surveys (online or offline)

> Examination of existing sales records

> Ethnographic research

> Personas and scenarios

> Market research

> Interaction with call centres and other channels

> Focus groups with real customers

29

Page 30: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

30

Target audience Personas

Page 31: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Good personas go further

31

Page 32: iCrossing UK Client Summit 2011 - Starting at the customer

Anthropologists!Anthropologists!

Ethnographic research means talking to real customers to find out who they are and what they want and need

Page 33: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

What do your customers want to achieve?

Do we always take the time to understand what our customers really need and want?

Why don’t we?

How can we?

33

(SOURCE: www.failblog.org)(SOURCE: www.lolcars.com)

Page 34: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

The User Experience Toolkit

> Expert usability reviews of websites or mobiles devices

> User needs analysis

> Examination of customer sales history data

> More ethnographic research

> Information architecture and taxonomies (e.g. Card sorting)

> Usability labs and remote usability testing

> Examination of data from:– Web analytics– Search campaigns (natural and paid)– Social media

34

Page 35: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

All points of the user journey

35

Lucia’s researchGap year trip to

include Great Barrier Reef

Visits STATravel.co.uk and sees inspiration and

deals. Has a look around the site

Sees a link shared on Facebook, a blog

post of WTI adventures with a

great video

Follows #greatbarrierreef on Twitter to get

travellers’ insights and sees STA in the

mix

Her mate stayed at the Calypso

Backpackers Inn, so she Googles, sees STA’s user reviews

Visits Facebook discussions to find a travel partner. She

sees people like her talking about dive

courses

Now she’s researched, Lucia’s inspired and knows

what she wants She returns to

STATravel.co.uk ready to book

She shares what she’s booked on Facebook:“Look

where I’m going…I can’t wait!!”

Back from her trip, she’s shared her photos on Flickr,

tagging STATravel then writes about it on her blog, linking

to STA Travel

Page 36: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Observe and record

36

Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”

Page 37: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Work out taxonomies and IA with Card Sorting

37

Page 38: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

How can we help our customers achieve their goals?

Do we always do the sensible thing?

Do we always think all the way through the solutions we put in place?

Do we test the solutions we put in place? (or even the prototype?!)

As an organisation, are we setup or ready to change?

38

(SOURCE: www.failblog.org)

Page 39: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Approaches that work

> Interviews with key business stakeholders

> Strategy and planning workshops

> Iterative website optimisation

> Customer satisfaction surveys (e.g. NetPromoter, CxPi)

> A/B and multivariate testing, eye tracking studies

> Structured ‘user centred design’ (UCD) processes– Functional specifications– Wireframes– Task flow diagrams and user journeys

> Process, culture, change management

> Immersion exercises

39

Page 40: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Make the executives do stuff

40

Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”

Page 41: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Make the executives do stuff

41

Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”

Page 42: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Agenda

>Why should we care about Customer Experience?

>Customer Experience tactics and techniques

>Websites and the wider World

>How can we start moving in the right direction?

42

Page 43: iCrossing UK Client Summit 2011 - Starting at the customer

< Websites don’t exist in a vacuum >

43

Page 44: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

How we used to see the web

44

Customers (with £££)

That website thing that we keep hearing about

Some positive results (e.g. £££)

Page 45: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

The reality today – welcome to the network

45

Page 46: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Agenda

>Why should we care about Customer Experience?

>Customer Experience tactics and techniques

>Websites and the wider World

>How can we start moving in the right direction?

46

Page 47: iCrossing UK Client Summit 2011 - Starting at the customer

Engaged }A new framework

Visible EngagedUseful, usable,

desirable

Natural search

Social outreach / online

PR

On-site content

REQUIREMENT

SOLUTION

KPIs

Paid search Off-site content

User response on-site

User response off-site

TrafficUnique visitorsInbound links

SERPSReach (eyeballs/OTS)Friend/fan networks

Page impressionsConversions

Phone callsEmail enquiries

Blog comments/postsFacebook fans / interactions

Twitter fans / interactionsRSS subscribers

Sentiment of response

Can user goals be completed?Is the right content in the right place?

Does the site provide a memorable experience?Is the site participatory? Does it encourage

dialogue?Does the site provide reasons for people to come

back?

Page 48: iCrossing UK Client Summit 2011 - Starting at the customer

Start with the Customer

Recommendations

>If you don’t already, make user experience research a mandatory part of every digital project, like you would project management

>Adopt a view that encompasses the entire digital world (search, social, brand sites, campaigns, etc.) – think ‘connected’

>Even when it’s hard, follow a structured design process – it works and ultimately saves time and money

>Reap the benefits of knowing your customers better – those unpredictable ideas that come from an outside perspective

48

Page 49: iCrossing UK Client Summit 2011 - Starting at the customer

Questions?

49

Page 50: iCrossing UK Client Summit 2011 - Starting at the customer

THANK YOU!

50

Email: [email protected]: +44 (0)1273 828 671Website: www.icrossing.co.ukBlog: http://connect.icrossing.co.ukTwitter: @craigmenzies