Reiss On E Service UX London

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Service is 100% about user experience, although user experience is not 100% about service. But as UX designers, we can learn a lot from the service-management gurus of the 1980s, who (lucky for us) don't understand digital media.

Text of Reiss On E Service UX London

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e-service

Eric ReissUX London

15 June 2009London, UK

If you want it done right,do it yourself

Four things you need to know...I am passionate about service (I will rant)I am pissed off at British AirwaysI am pissed off at eBayI am pissed off at Wine.com

I will present three 100% unbiased cases:British AirwayseBayWine.com

Four things you need to know...I am passionate about service (I will rant)I am pissed off at British AirwaysI am pissed off at eBayI am pissed off at Wine.com

I will present three 100% unbiased cases:British AirwayseBayWine.com

So, is service design relevant for UX professionals?

Rant #1 ...

Service is 100% about user experience

UX is not 100% about service

H.L. Mencken

Editor: The American Mercury

Author: Americana

(the first blogger?)

We are constantly applyingold techniques to new technologies

George Santayana

Those who cannot rememberthe past are condemned

to repeat it.

Lets start with a definition ...

Customer service is a series ofactivities designed to enhancethe level of customer satisfaction

the feeling that a product or servicehas met expectations.

Customer service is a series ofactivities designed to enhancethe level of customer satisfaction

the feeling that a product or servicehas met expectations.

Turban and King, 2002

met ExceededDid not meet

SatisfiedDissatisfied

Lo

y

a

l

t

y

Satisfaction

90%

Hockey-stick satisfaction

We have an83% customer

satisfaction rating!

7 6 5 4 3 2 1

100% 83% 66.4% 49.9% 33.3% 16.6% 0%

Here at NN/g,customer satisfaction is

83% irrelevant!

Not Somewhat Very CompletelySatisfied Satisfied Satisfied Satisfied Satisfied

1 2 3 4 5

Your competitors are only a click away. This stuff is important.

Long before we had Jakob

we had a whole different set of gurus...

John Tschohl

Karl Albrecht

Ron Zemke

Philip B. Crosby

Ray Considine

(me)

So, what can we learn?

Lesson #1

Service management is a process, not a program.

And its NOT a buzzword!

Marketing alert!

Marketing alert!

Why I no longer fly British Airways

Fact: luggage lost 11 out of 12 flights

And when they dont lose baggage...

Why I no longer fly British Airways

Fact: luggage damaged 3 out of 12 flights

There are 15 brand touchpoints

Source: Davis and Dunn, 2002

BA touchpoints In the air

BA touchpoints In the air On the ground

Source: British Airways

(Spin)

Source: Flickr

(Reality)

BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail)

BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail) In cyberspace

No Mac

No AOL

No dial-up

24-hour limit

Apple doesnt support our technology.

We are IE compatible, the worlds leading browser.

Your system is outdated.

I dont make the rules.

Lesson #2

Unhappy customers are dangerous

Lesson #3

Service happens at the moment of experience.

It is not a thing, its a perception.

WhenWhere

Moment of truth Moment of truth

We have 50,000moments of trutheach day

Jan CarlzonCEO, SAS1981 - 1994

Fact: eBay has millions of on-line visitors each dayAmazon has millions of on-line visitors each day

Yahoo has millions of on-line visitors each dayMSN has millions of on-line visitors each day

FatDUX has dozens of on-line visitors each day

Lesson #3

When moments of truth go unmanaged,quality of service regresses to mediocrity

Carpe diem

Elizabeth I(queen with dry feet)

Walter Raleigh(subject)

Cloak(expensive)

Mud(wet and dirty)

So, what is a service?

An intangible event that helps us achieve something.

(and you heard it here first a UX London Unique Event )

Question: what do these services have in common?

(Well, not Paul and Bette...)

Today, were doing them ourselves!

10 reasons services aretougher to manage than products

1. A service is first produced at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The product cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery

of the service, the less likely it is that he or she will be satisfied.

Source: Albrecht and Zemke, 1985

Heavy can(on top)

Fragile items(at bottom)

10 reasons services aretougher to manage than products

1. A service is first produced at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The product cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery

of the service, the less likely it is that he or she will be satisfied.

Source: Albrecht and Zemke, 1985

and the Dead Password

313029282726

25242322212019

18171615141312

11109876.5

4321

SatFriThuWedTueMonSun

March 2006

Discoverproblem.

Write eBay

AutoreplyeBay.com

AutoreplyeBay.co.uk.

Reply.

Info requesteBay.de

(in German)Reply.

Info requesteBay.de.

Reply(in German)

AutoreplyeBay.com

Info requesteBay.co.uk.

Reply

AutoreplyeBay.com

Personal noteeBay.co.uk.

Reply

Password resetnotification

eBay.com

Problemsolved

Write eBay.com

again

Interaction? Bah! Humbug!

A presentation postscript...Thirty seconds after I finished this talk, I was approached by no fewer than three eBay representatives. They immediately contacted their development team in California who worked throughout the night (on a Sunday no less).

Within 12 hours, they had fixed the basic problems.

Hats off to the eBay team!

(now they just need to fix things both ways more in a moment)

There are only three basic types of service

HelpEnhanceFix

Beam me up, Scotty.

Help

I need you to help me... do something understand something avoid the horrible Browser Monster

I wont tell you that I need you to... make my life easier stroke my ego make me feel wanted

Milk ANDcookies!

Enhance

Ooh! You just gave me... a useful contextual link a happy surprise an unexpected benefit a better experience

(Were just now figuring out how to do this)

The doggoneprinter atemy homework!

Fix

Please... sort out my problem keep it simple dont waste my time keep me out of trouble

Caveat #1

We dont always understand the true pain points

Case #1Heathrow Airport

1984/1985

1. Care and concern

2. Spontaneity

3. Problem solving

4. Recoverability

We want your frontline people to be authorized to think.

Does anybody make an effort to offset the negative effects of a screwup?

Source: Don Porter

Caveat #2

Beware of the easily measurable metrics...

1. Care and concern

2. Spontaneity

3. Problem solving

4. Recoverability

5. Flying on time

We want your frontline people to be authorized to think.

Does anybody make an effort to offset the negative effects of a screwup?

Source: Don Porter, BA

Caveat #3

Make sure youre really adding value

Processes

People

Processes

Technologies

Caveat #4

Encourage feedback

Caveat #5

Fix everything two ways

10 things customers will tell you1. Dont tell me how great you are. BE great!2. Go the extra mile.3. Dont get in my way when Im trying to shop.4. If I know what Im looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if youre going off to look for my size. Dont just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Dont make me feel stupid.10. If you make a mistake, admit it.

Sources: Paco Underhill, Eric Reiss

Off-line On-lineCEM

Customer Experience Management

Case #3

Wine.com

A hangover in cyberspace

10 things customers will tell you1. Dont tell me how great you are. BE great!2. Go the extra mile.3. Dont get in my way when Im trying to shop.4. If I know what Im looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if youre going off t