Designing with content: a customer experience journey
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Content has a significant role to play when we approach the design of the customer experience holistically. And yet content has long been neglected. It’s time to change that. Content strategy, by designing experiences with content, can have a significant impact on an organization’s bottom line.
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Designing with content: a customer experience journey
- 1. a customer experience journey Designing with content @joyce_hostyn
- 2. check consumer reports check with family (discover online subscription doesn’t contain in-depth articles) (a very opinionated lot) major kitchen reno (open kitchen means I want a really quiet dishwasher) our Maytag sounded like a jet engine Buy Use Issue Repair Claim
- 3. check the Google narrowing by highest rated doesn’t do much good if only one review check <brand> it has a good reputation no way to find the sound level (dba) online guess I need to go to the store trying to figure out what these comparisons are saying is hopeless Buy Use Issue Repair Claim
- 4. well, <company> has a good rep, so… let’s go back to the store to buy with <brand> no thanks to the extended warranty (my brother used to be in retail & says that’s where a store rakes in the money) Buy Use Issue Repair Claim
- 5. not much to say here, except, who reads the manual anyway? and it’s noise level didn’t live up to expectations Buy Use Issue Repair Claim
- 6. the home repair didn’t go so well then disintegrating black rubber warranty expires (we thought) time to call in the pros Buy Use Issue Repair Claim
- 7. 2nd level service… what do you mean, I have a 3 year warranty? wow, this service guy sure hates his employer it’s a product defect & by the way, your warranty is up, that no thanks, I don’t want any will be $500 magic dishwasher cleaner, I just want a dishwasher that works then, the start of the floods I don’t think reading the manual we’ll write off everything but will help if your service the damage you caused by floods, mould, and more black technicians haven’t been able to your attempt at home repair guck bring out the pros fix the problem after 5 visits Buy Use Issue Repair Claim
- 8. “only thing I can do is copy everything that’s happened into an email and send it on” so, you’re saying the service oh, and you misplaced the tech closed the ticket & since insurance claim one of the you don’t have an open ticket, service techs filed, so he has you can’t do anything until to do another visit to prepare you send out another tech to the claim? open a new ticket? make it to 2nd level service why I haven’t been called back? the visit was so the brand new service shows up & service tech could give the go asks… “why am I here? ahead to replace the what’s wrong with the dishwasher! and the pile of paper keeps growing as the service dishwasher?” 2 weeks later visits continue... months (and lots of hair pulling) later We’ll replace the dishwasher. But a service tech has to give the go ahead. We’ll send one over. Buy Use Issue Repair Claim
- 9. k, back to Google… I guess I didn’t do enough research before I bought… you can’t hide with social media Buy Use Issue Repair Claim
- 10. I’m calling with your issue number no open ticket no record of claim 2 weeks later notices damage, takes pictures & fills in clam form takes pictures & fills in claim form you’ve got to be kidding me... what a way to make me feel warm & fuzzy guess they haven’t heard of the plain English campaign Buy Use Issue Repair Claim
- 11. still don’t read manuals works beautifully! some weeks later, out with the broken, in with the new (different brand) Buy Use Issue Repair Claim
- 12. and did 3 cycles trying 3 experiments gasp, he actually read the Rob Googles again, lots of hits… a common manual problem in the age of energy efficient dishwshers 2 hours later hmmm, spoke too soon… dishes covered with crud I’m ready to call service, but Rob, a Queen’s engineer, is up for the challenge of running a series of experiments SUCCESS! Buy Use Issue Repair Claim
- 13. turns out, we were doing a lot of things wrong (as were many others on the web)… the manual had a few hints, but the rest was discovered through the 3 experiments and googling Buy Use Issue Repair Claim
- 14. service interactions are a prime opportunity to delight
- 15. The Experience Cycle, Hugh Dubberly and Shelley Evenson
- 16. service interactions are a prime opportunity to dismay
- 17. lack of content to enable decision- making on website, had to visit store no proactive detract education – ‗you really don‘t without it, use want to go incorrectly through this‘ fail to ‗know‘ me first dissolving rubber (have to give a & mould, then history each call) fail leaking, then crud – to resolve issues, fail no troubleshooting to educate during content, service, misplace disenchanted service critical documents tech
- 18. experience fail interactions touchpoints processes misery inside out systems moments Brandon Schauer, The (Near) Future of Designing Experiences
- 19. T=r+d TRUST RELIABILITY DELIGHT The Brand Gap, Marty Neumeier
- 20. Service interactions are a prime generator of word of mouth
- 21. the multiplier effect of detractors Mario Vellandi, Melodies in Marketing
- 22. your web presence is providing a service experience positive by design
- 23. your web presence is providing a service experience negative by <lack of> design
- 24. sources of dissatisfaction 20-30% employee mistakes or bad attitudes 20-30% customer errors or unreasonable expectations 50-60% defective products, misleading marketing messages, ineffective policies, or broken internal processes
- 25. content matters
- 26. with content strategy, you can proactively design for service
- 27. with content strategy, you can proactively design for service Prevent problems through customer education, more accurate marketing and sales messages, or improved products and processes
- 28. with content strategy, you can proactively design for service Motivate more customers to complain so that they can be satisfied
- 29. with content strategy, you can proactively design for service Improve the performance of the service system to satisfy a higher percentage of those complaining Anyone in the company can raise their hand and say, ―I see an inefficient process,‖ or ―I see a user experience issue,‖ and if we call a meeting and really review how we‘re doing it now and review how we can improve it, that through better systems, better processes, or some unique application of the technology we‘re not using yet, we could really change either the consistency of the delivery of our service, our member experience, or improve it overall. - Scott Griffith, CEO
- 30. Content strategy plans for the creation, publication, and governance of useful, usable content. It plots an achievable roadmap for individuals and organizations to create andmaintain content that audiences will actually care about. It provides specific, well-informed recommendations about how we‘re going to get from where we are today (no content, or bad content, or too much content) to where we want to be (useful, usable content people will actually care about). - Kristina Halvorson
- 32. partner with content strategy when designing experiences to provide value, engage, and generate positive word of mouth
- 33. start with people karindalziel, flickr
- 34. Let the customers talk, give them a chance to tell you in their own voice the reasons and provide you with suggestions. It works better than you guessing what the answers might be and suggesting those. - Avinash Kaushik
- 35. holistic view of clients‘ financial lives Beyond Chaotic Bombardment – Enhancing the Client Experience through Information Design, Merrill Lynch
- 36. uncover their needs Interview Focus groups, workshops Observe, apprentice, shadow Uncover Design Prototype Measure Govern How to understand your users with personas, Brad Colbow
- 37. uncover their journey Uncover Design Prototype Measure Govern Experience Map: Social Gamer by nform
- 38. audit and collect current content ―a mind-numbingly detailed odyssey‖ Uncover Design Prototype Measure Govern Performing a Content Audit, Ann Rockley & Doing a Content Inventory, Jeffrey Veen
- 39. map content to the journey Uncover Design Prototype Measure Govern Quaero (in Forrester, Three Ways to Drive Document Value)
- 40. design the new journey Uncover Design Prototype Measure Govern
- 41. design for trust Uncover Design Prototype Measure Govern
- 42. design for emotion As experiences now span multiple media, channels & formats, we need to look to narrative and emotional elements to sustain interaction in a world of complex technology where websites, software, and interactive multimedia have become part of the same beast. – Cindy Chastain Uncover Design Prototype Measure Govern digitalART2, flickr
- 43. design for emotion Uncover Design Prototype Measure Govern
- 44. design for decisions but isn‘t it cheaper to rent? how does it work? Uncover Design Prototype Measure Govern
- 45. design for action won‘t it be a hassle? Uncover Design Prototype Measure Govern
- 46. rethink the content at each step Enroll Uncover Design Prototype Measure Govern Beyond Chaotic Bombardment – Enhancing the Client Experience through Information Design
- 47. rethink the content at each step First 90 days Uncover Design Prototype Measure Govern Beyond Chaotic Bombardment – Enhancing the Client Experience through Information Design
- 48. rethink the content at each touchpoint Uncover Design Prototype Measure Govern
- 49. rethink back office processes to support the experience line of interaction Uncover Design Prototype Measure Govern Design for Service www.designforservice.com
- 50. They focus on the lifetime experience that a member has with our service, from the first time they go to our web site through the last time they ever use one of our cars and decide not to be a member any more. They map that cycle and follow it; we‘re constantly trying to refine and improve that map, that architecture. That timeline, by the way, lasts for typically four or five years, our members stay with us for multiple years. We think about that whole experience as they use the cars for the first time or review their online billing for the first time. They might have a problem on the side of the road, to refuel the car, get into an accident; these are all experiences that we have to deal with, because we‘re treating these cars very much like car ownership, but you‘re just buying it one hour at a time. - Scott Griffith, CEO Zipcar Uncover Design Prototype Measure Govern
- 51. ask people what they think Uncover Design Prototype Measure Govern
- 52. ask people what they think Or boil it down to three simple questions What is the purpose of your visit to our website today? Were you able to complete your task? If you weren‘t able to complete your task, why not? Uncover Design Prototype Measure Govern 4Q – The Best Online Survey For A Website, Yours Free! – Avinash Kaushik
- 53. How can I improve revenue by 15 percent in the next three months from our website? What are the most productive inbound traffic streams ask and which sources are we missing? Have we become better at allowing customers to solve problems via self-service rather than feeling business questions like they have to call us? What is the impact of our website on our phone channel? How can I increase the number of customer Most of the time evangelists by leveraging our website? they – marketers, What are the most influential buckets of content on our website? bosses, & If we could only do one thing to increase revenue on HiPPO's – ask our website what would it be? What is the incremental impact of our display ad and we puke data campaigns? out. Are we building brand value via activity on our - Avinash Kaushik website? Do fully featured trials or Flash demos work better on the website? What are the top five problems our customers face on our website? What is the effect of our website on offline sales? Uncover Design Prototype Measure Govern
- 54. define KPIs and targets to monitor Uncover Design Prototype Measure Govern http://www.kaushik.net/avinash/2010/11/web-analytics-maturity-structure-models-process.html
- 55. think content lifecycle get your governance in order to ensure that you have a steady pipeline of great new content and that you retire old, outdated or seldom used content to keep people coming back to interact Uncover Design Prototype Measure Govern
- 56. It's like a marionette theater, you want to look at the puppets. You don't want to look at the strings. My kids ask me, 'What'd you do today, Dad?' I designed a toilet! Lighting, props, sets and costumes all contribute to the look of a movie — planned the visual narrative . – J. Michael Riva Jon’s pics, flickr
- 57. what‘s the impact of your current experience?
- 58. emotional impact emotions drive action
- 60. < X < X> --- X > < --- >
- 63. The content is the heart of the website. I can‘t build you a body until you give me a heart… If we want to get back on track – to allow writers to write wonderful user experiences – we have to change our expectations and our rules… Content… establishes emotional connections between people. The writing has heart and spirit; it has something to say and the wherewithal to stand up and say it. – Amber Simmons qthomasbower, flickr
- 64. financial impact epS0s.de flickr make the business case
- 65. …manuals that were costly to create and bordered on useless to the end user. The teams authoring those materials have been viewed as a cost center, and their products only minimally satiating customer demand for product documentation. – The Evolution Of User Manuals, Forbes
- 66. …our documentation generates more than half of our overall site traffic. Furthermore, over half of our lead generation is driven by our documentation – The Evolution Of User Manuals, Forbes
- 67. For deeply technical issues, some of the businesses I've spoken to lately report that costs per support call can hit as much as $150 per call. But if the customer used a piece of documentation or a forum to solve their problem, the average cost is usually less than a dollar. – The Evolution Of User Manuals, Forbes
- 68. calculate impact of the experience % customers who have a perfect experience % who don't & who don't complain % who don't & who request assistance Of those who obtain assistance, determine the percentages left satisfied, mollified, or dissatisfied
- 69. $50 million profit impact over next year Loss aversion $4.6 million for each month we delay action
- 70. Get the CFO talking about their last bad service experience we decide with our emotional brain
- 71. Get the CIO talking about their last bad service experience we decide with our emotional brain
- 72. Get the CEO talking about their last bad service experience we decide with our emotional brain
- 73. takeaways
- 74. most organizations treat content as a cost center
- 75. most organizations fail to leverage content as a relationship builder
- 76. most organizations don‘t connect content to their customer‘s experience journey
- 77. most organizations don‘t create content based on what customers need to understand
- 78. DON‘T be one of those organizations
- 79. treat content like the critical business asset it is
- 80. remembering that
- 81. The single most important thing most Web sites can offer to their users is content that those users will find valuable. - Jesse James Garrett
- 82. positive by design