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.

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<p>Microsoft PowerPoint - Reiss on e-service UX London.ppt</p> <p>e-service</p> <p>Eric ReissUX London</p> <p>15 June 2009London, UK</p> <p>If you want it done right,do it yourself </p> <p>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</p> <p>I will present three 100% unbiased cases:British AirwayseBayWine.com</p> <p>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</p> <p>I will present three 100% unbiased cases:British AirwayseBayWine.com</p> <p>So, is service design relevant for UX professionals?</p> <p>Rant #1 ...</p> <p>Service is 100% about user experience</p> <p>UX is not 100% about service</p> <p>H.L. Mencken</p> <p>Editor: The American Mercury</p> <p>Author: Americana</p> <p>(the first blogger?)</p> <p>We are constantly applyingold techniques to new technologies</p> <p>George Santayana</p> <p>Those who cannot rememberthe past are condemned</p> <p>to repeat it.</p> <p>Lets start with a definition ...</p> <p>Customer service is a series ofactivities designed to enhancethe level of customer satisfaction </p> <p>the feeling that a product or servicehas met expectations.</p> <p>Customer service is a series ofactivities designed to enhancethe level of customer satisfaction </p> <p>the feeling that a product or servicehas met expectations.</p> <p>Turban and King, 2002</p> <p>met ExceededDid not meet</p> <p>SatisfiedDissatisfied</p> <p>Lo</p> <p>y</p> <p>a</p> <p>l</p> <p>t</p> <p>y</p> <p>Satisfaction</p> <p>90%</p> <p>Hockey-stick satisfaction</p> <p>We have an83% customer </p> <p>satisfaction rating!</p> <p>7 6 5 4 3 2 1</p> <p>100% 83% 66.4% 49.9% 33.3% 16.6% 0%</p> <p>Here at NN/g,customer satisfaction is</p> <p>83% irrelevant!</p> <p>Not Somewhat Very CompletelySatisfied Satisfied Satisfied Satisfied Satisfied</p> <p>1 2 3 4 5</p> <p>Your competitors are only a click away. This stuff is important.</p> <p>Long before we had Jakob</p> <p>we had a whole different set of gurus...</p> <p>John Tschohl</p> <p>Karl Albrecht</p> <p>Ron Zemke</p> <p>Philip B. Crosby</p> <p>Ray Considine</p> <p>(me)</p> <p>So, what can we learn?</p> <p>Lesson #1</p> <p>Service management is a process, not a program.</p> <p>And its NOT a buzzword!</p> <p>Marketing alert!</p> <p>Marketing alert!</p> <p>Why I no longer fly British Airways</p> <p>Fact: luggage lost 11 out of 12 flights</p> <p>And when they dont lose baggage...</p> <p>Why I no longer fly British Airways</p> <p>Fact: luggage damaged 3 out of 12 flights</p> <p>There are 15 brand touchpoints</p> <p>Source: Davis and Dunn, 2002</p> <p>BA touchpoints In the air</p> <p>BA touchpoints In the air On the ground</p> <p>Source: British Airways</p> <p>(Spin)</p> <p>Source: Flickr</p> <p>(Reality)</p> <p>BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail)</p> <p>BA touchpoints In the air On the ground Through correspondence (e-mail and snail-mail) In cyberspace</p> <p> No Mac</p> <p> No AOL</p> <p> No dial-up</p> <p> 24-hour limit</p> <p>Apple doesnt support our technology.</p> <p>We are IE compatible, the worlds leading browser.</p> <p>Your system is outdated.</p> <p>I dont make the rules.</p> <p>Lesson #2</p> <p>Unhappy customers are dangerous</p> <p>Lesson #3</p> <p>Service happens at the moment of experience.</p> <p>It is not a thing, its a perception.</p> <p>WhenWhere</p> <p>Moment of truth Moment of truth</p> <p>We have 50,000moments of trutheach day</p> <p>Jan CarlzonCEO, SAS1981 - 1994</p> <p>Fact: eBay has millions of on-line visitors each dayAmazon has millions of on-line visitors each day</p> <p>Yahoo has millions of on-line visitors each dayMSN has millions of on-line visitors each day</p> <p>FatDUX has dozens of on-line visitors each day</p> <p>Lesson #3</p> <p>When moments of truth go unmanaged,quality of service regresses to mediocrity</p> <p>Carpe diem</p> <p>Elizabeth I(queen with dry feet)</p> <p>Walter Raleigh(subject)</p> <p>Cloak(expensive)</p> <p>Mud(wet and dirty)</p> <p>So, what is a service?</p> <p>An intangible event that helps us achieve something.</p> <p>(and you heard it here first a UX London Unique Event )</p> <p>Question: what do these services have in common?</p> <p>(Well, not Paul and Bette...)</p> <p>Today, were doing them ourselves!</p> <p>10 reasons services aretougher to manage than products</p> <p>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 </p> <p>of the service, the less likely it is that he or she will be satisfied.</p> <p>Source: Albrecht and Zemke, 1985</p> <p>Heavy can(on top)</p> <p>Fragile items(at bottom)</p> <p>10 reasons services aretougher to manage than products</p> <p>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 </p> <p>of the service, the less likely it is that he or she will be satisfied.</p> <p>Source: Albrecht and Zemke, 1985</p> <p>and the Dead Password</p> <p>313029282726</p> <p>25242322212019</p> <p>18171615141312</p> <p>11109876.5</p> <p>4321</p> <p>SatFriThuWedTueMonSun</p> <p>March 2006</p> <p>Discoverproblem.</p> <p>Write eBay</p> <p>AutoreplyeBay.com</p> <p>AutoreplyeBay.co.uk.</p> <p>Reply.</p> <p>Info requesteBay.de</p> <p>(in German)Reply.</p> <p>Info requesteBay.de.</p> <p>Reply(in German)</p> <p>AutoreplyeBay.com</p> <p>Info requesteBay.co.uk.</p> <p>Reply</p> <p>AutoreplyeBay.com</p> <p>Personal noteeBay.co.uk.</p> <p>Reply</p> <p>Password resetnotification</p> <p>eBay.com</p> <p>Problemsolved</p> <p>Write eBay.com</p> <p>again</p> <p>Interaction? Bah! Humbug!</p> <p>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).</p> <p>Within 12 hours, they had fixed the basic problems.</p> <p>Hats off to the eBay team! </p> <p>(now they just need to fix things both ways more in a moment)</p> <p>There are only three basic types of service</p> <p>HelpEnhanceFix</p> <p>Beam me up, Scotty.</p> <p>Help</p> <p>I need you to help me... do something understand something avoid the horrible Browser Monster</p> <p>I wont tell you that I need you to... make my life easier stroke my ego make me feel wanted</p> <p>Milk ANDcookies!</p> <p>Enhance</p> <p>Ooh! You just gave me... a useful contextual link a happy surprise an unexpected benefit a better experience</p> <p>(Were just now figuring out how to do this)</p> <p>The doggoneprinter atemy homework!</p> <p>Fix</p> <p>Please... sort out my problem keep it simple dont waste my time keep me out of trouble</p> <p>Caveat #1</p> <p>We dont always understand the true pain points</p> <p>Case #1Heathrow Airport</p> <p>1984/1985</p> <p>1. Care and concern</p> <p>2. Spontaneity</p> <p>3. Problem solving</p> <p>4. Recoverability</p> <p>We want your frontline people to be authorized to think.</p> <p>Does anybody make an effort to offset the negative effects of a screwup?</p> <p>Source: Don Porter</p> <p>Caveat #2</p> <p>Beware of the easily measurable metrics...</p> <p>1. Care and concern</p> <p>2. Spontaneity</p> <p>3. Problem solving</p> <p>4. Recoverability</p> <p>5. Flying on time</p> <p>We want your frontline people to be authorized to think.</p> <p>Does anybody make an effort to offset the negative effects of a screwup?</p> <p>Source: Don Porter, BA</p> <p>Caveat #3</p> <p>Make sure youre really adding value</p> <p>Processes</p> <p>People</p> <p>Processes</p> <p>Technologies</p> <p>Caveat #4</p> <p>Encourage feedback</p> <p>Caveat #5</p> <p>Fix everything two ways</p> <p>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. </p> <p>Sources: Paco Underhill, Eric Reiss</p> <p>Off-line On-lineCEM</p> <p>Customer Experience Management</p> <p>Case #3</p> <p>Wine.com</p> <p>A hangover in cyberspace</p> <p>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. </p> <p>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. </p> <p>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. </p> <p>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. </p> <p>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. </p> <p>If we do not demand good service, we will never receive it.</p> <p>Dont just prevent bad things from happening,you can make wonderful things happen.</p> <p>Thanks!</p> <p>Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandre 152100 CopenhagenDenmark</p> <p>Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreisser@fatdux.comwww.fatdux.com</p>