Published on February 25, 2014
Webinar: How to Design for an Omni-Channel Shopping Experience Sean Van Tyne, co-author of The Customer Experience Revolution Alfonso de la Nuez, Co-Founder and Co-CEO at UserZoom #uzwebinar
Speakers: Sean Van Tyne Co-author The Customer Experience Revolution Alfonso de la Nuez Co-Founder and Co-CEO UserZoom
Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar www.userzoom.com
About UserZoom UserZoom offers an all-in-one software solution to manage digital Customer Experiences by enabling brands to costeffectively plan, research, design, and measure CX and UX on a unified platform. UX Consultants since ’01, SaaS since ‘09 In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain) 90% renewal rate www.userzoom.com
About UserZoom Unique, innovative & holistic approach to online CXM www.userzoom.com
Agenda • • • • • What Omni-Channels are Who Omni-Channel shoppers are Creating an Omni-Channel Qualitative and quantitative research Journey maps and service blueprints www.userzoom.com
Single Channel Bulk of revenue from one channel Multi-Channel Different experiences across channels, siloed business units, and brand dilution Cross-Channel single brand across channels and product synergy Omni-Channel single view of customers across channel, seamless access across channels, organization united across all channels
Customers are Multi-Dimensional • She is busy at work and out with friends. • She always has her mobile device in her hand. • She’s active on Facebook and Twitter and YouTube and a dozen other social media sites. • She is smart and demanding. Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
Customers are Multi-Dimensional • We want that customer to be able to interact with Macy’s no matter where she is or how she shops. • It makes no difference to us whether she buys something in our store or online … or whether she is shopping from her desktop computer or her Droid or her iPad. Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
Customers are Multi-Dimensional • We have a whole series of strategies in place to drive our store customers to the Web, and our online customer to the stores. • We strive to have a 360-degree view of the customer. Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
Omni-Channel Shoppers • Multi-Channel Shoppers spend, on average, 15% to 30% more with a retailer than someone than a Single Channel Shoppers • Omni-Channel Shoppers will spend 15% to 30% more than Multi-Channel Shoppers • Omni-Channel Shoppers are more likely to influence others via their social networks and online activity and exhibit strong loyalty "Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
Three Types of Omni Shoppers • Omni/Integrated. Affluent, home-oriented but well connected on the move and at the office, 30 to 50 years old. • Young Mobile. Shoppers younger than 30 who are constantly on the move, but who primarily text and rarely email. • Social Networker. Primarily young but span all age groups. Connected by interest rather than age or location. "Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
Omni-Channel Shoppers • Omni-Channel Shopping requires an immersive and superior customer experience regardless of channel • Merchandise that is customer-centric and is not specific to any channel "Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
Creating an Omni-Channel • Communications between the Marketing, Sales, and IT needs to be as smooth as possible with little confusion about goals and strategies • A clear and thorough understanding of the customer and target market is required to be able to determine, develop, and deliver the brand promise
Creating an Omni-Channel • Keep an omni-channel context – identify where it can degrade meaning to a customer • Model and predict the different ways your customer transitions between various channels - from a digital channel into a physical space and your employees • Switching channels - We often “drift” back and forth between/across channels over an undefined time period
Creating an Omni-Channel • Do it Early - very early in a design process, identify, visualize and map these informational needs so you can begin to construct maps of how information will flow across the wider “eco-systems” • Do it Often – review experience designs with stakeholders, subject matter experts and your target audiences as often as possible to constantly revise and perfect it
Types of Touch Points • Physical touch points: your physical products, packaging, etc. • Digital touch points: are constantly updated like websites, Twitter, etc. These are always evolving • Human touch points: customer service, interactions with your employees
Quantitative and Qualitative • Quantitative information can provide analytics about what people are doing with your products but it doesn’t tell you why • Qualitative measures that can help you understand why.
Follow Your Customers • Observe how your customers interact with your channels (website, products, services, people, etc.) and learn about the context • Look for “workarounds” - see how your customers adjust to interact with your products and services to understand experience gaps and opportunities for innovation. • Follow the whole engagement: don’t just focus on a single channel. Watch the entire process.
Service Design – Customer Experience
Maps and Blueprints • Journey Map is a way to illustrate the cross channel experience of a customer. It includes what happens front-stage (visible to customer) and back-stage (behind the scenes) in a linear flow. • Service blueprint helps to guide back-end processes: how things fit together and what needs to be in place to create a great experience.
• Design an integrated approach to manage cross channel experiences • Ensure an experience design that is consistent with your brand objectives and strategic product vision • Manage the experience at all touch points across all channels
Thank You www.SeanVanTyne.com http://twitter.com/Sean_Van_Tyne www.linkedin.com/in/seanvantyne www.cxrevolution.com www.userzoom.com @userzoom http://www.linkedin.com/company/userzoom
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Join Sean Van Tyne, author of The Customer Experience Revolution, to learn how to craft a uniform experience across channels and touch points.
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