Elizabeth Rosenzweig and Scott Gunter gave a presentation on designing a cohesive customer experience across multiple touchpoints. They discussed how companies now have many touchpoints like websites, mobile apps, emails and social media that need a consistent experience. Research shows the importance of a joined-up multichannel strategy and those who implement it see increased sales and profits. The presentation covered different types of touchpoints, examining a customer journey across channels, and using tools like virtual ethnography to understand online customer behavior and improve the experience across spaces and times.

1. Designing a Cohesive Customer Experience Elizabeth Rosenzweig – Bentley University Scott Gunter – Usability Sciences

2. About Us Scott Gunter VP of User Experience at Usability Sciences Over 13 years as usability / user experience researcher Has led over 250 research projects on behalf of companies like Microsoft, J.C. Penney, Nokia, Kohl’s, Oracle, and Nike. Elizabeth Rosenzweig Principal Consultant, Adjunct Faculty, Bentley University Over 25 years experience in UX field Founder and Director World Usability Day 4 Patents in UX Design

3. Today’s Talk Introduction Touch points and the User Experience Research Virtual Ethnography Some solutions

4. Setting the stage Your company has continued to expanded its market presence by adding a… Facebook page Mobile enabled site iPhone app Android app Weekly promotional emails, etc. Each of which received extensive user testing before deployment.

5. Touch points Is the experience across each of these new touch points consistent? What about with the existing touch points (e.g., website, store, etc.) Are the individual touch points working together to enhance the customer's total experience? What role does each touch point play in your customer's journey?

7. “You recently moved into a new apartment and would like to purchase a reasonably priced leather sofa.”

13. Customer Journey Was the experience consistent across each touch point? Was trust being built along the way? Was the brand messaging consistent? Was the customer compelled to continue shopping?

15. 41% say multichannel UX is quite important.

17. 9% surveyed have no strategy for improving the customer experience.

19. Cross-Channel Experiences in Retailhttp://pervasiveia.com/blog/cross-channel-retailing 83% of consumers prefer retailers offering a continuous and consistent shopping experience across the different channels Pervasive information architectures are consistent information spaces that are not limited to the Web, but bridge across all active communication channels for a given company, product, or service. In the the team promotes a heuristic approach to design them, based on 5 related indicators: place-making, consistency, resilience, correlation, and reduction.

21. Interactive Touch points

23. Email

24. Packaging

25. Product

26. Streaming media

27. Mobile

28. Retail

29. Sales Support

30. Environment

31. Click-to-Chat

32. Social Media

34. Online or on paper (newspaper, magazines) information only

35. Interactive Touch points

36. Often online, internet or mobile internet, allows for interactions:

37. Search

38. Find a product

39. Ask about a product

40. Find a store

41. Etc.

42. Human Touch points

44. Interactive Touch Point

45. Human Touch Point

46. How can “Out of the Box” thinking help? Virtual Ethnography Brings together disparate elements to understand a complex problem Time, Space and Technology- where do they merge

47. Virtual Ethnographyby Christine Hine Ongoing study of how people interact online, through the social world of the internet Time is viewed differently in a virtual world, it can slow down or speed up with no relation to the laws of physics Space becomes an altered reality, whereas it must adhere to the laws of physics in the physical world Technology then evolves based on how people use it

48. Consider This Space and Time create a context for interaction

49. Space, Time and Technology

50. Some Steps To A Solution Identify your core customer Put the user at the center of the process: Inventory your touch points Identify attributes of each touch-point Create journey maps Evaluate touch points within journey map

51. More Solutions Research new ways to create and augment online reality Use tools of Virtual Ethnography to study online social behavior Observe the effects of Space and Time on touch points

52. Today’s Talk New customer experience must integrate many touch points What are examples of different touch points What is the latest thinking What can you do to apply this to your work

53. Q&A Any questions?