This document discusses steps for organizations to improve customer experience across channels. It recommends that companies: 1) better understand customers and their end-to-end journeys; 2) identify pain points and areas for improvement; and 3) create a prioritized roadmap for changes. The document emphasizes taking a journey-driven and cross-channel approach to research, personas, maps, and strategy to improve the customer experience consistently across all touchpoints. It also stresses the importance of galvanizing employees, connecting user experience work to business goals, and ongoing commitment to observation and improvement.

1. Colville
Hi.
alan@colville.cx

2. THREE STEPS TO CONSISTENT,
CONNECTED, CROSS CHANNEL
CUSTOMER EXPERIENCE

3. “High impact companies
bridge the digital divide.”
Leah Buley – Principle Analyst, Forrester

4. BEYOND DIGITAL
Digital Divide
HIGH IMPACT UX
LOW IMPACT UX
94% 94% 94%
87%
49%
39% 40% 42%
Web Mobile Desktop Employee
Tools
In store
Retail
Services Customer
Support
Print /
Packaging
Hardware
42%
16%
34%
13% 17%
6%
17%
6%
3% 3%

5. CUSTOMER EXPERIENCE COVERS
SELECT
PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1
2
3
4
5
6
7
8
BUY OWN
Support & ServeMarket & Sell

6. CX IN YOUR ORGANISATION
1. What’s the make-up of your organisation?
2. What’s your approach to research?
3. What type of UX work is done?

7. Organisation Generalists
individual
contributors only
Full teams with
research, UX and
visual design
CX at board level
Research Adhoc Iterative testing and
ethno research
Qual & quant drive
hypothesis driven
experiments
Work Digital only Go beyond digital to
end-to-end journey
CX informs
company strategy
Simply tick one box for each question
5
minutes3
minutes

8. ‘81% OF ORGANISATIONS HAVE
SEEN THEIR CUSTOMER
EXPERIENCE INITIATIVES FAIL IN
THE LAST THREE YEARS’
Econsultancy 2015

9. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
UXUP
a
notch

10. 1. YOUR ORGANISATION

11. 75% OF COMPANIES SAY THAT
‘ORGANISATIONAL STRUCTURE
IS THE BIGGEST BARRIERS TO
CUSTOMER EXPERIENCE’
Econsultancy 2016

13. “88% OF COMPANIES REPORT
THEY ARE UNDERGOING
DIGITAL TRANSFORMATION”
Altimeter Group 2017

14. “84% OF COMPANIES FAIL
AT TRANSFORMATION”
Forbes - 2017

15. Customer Driven
Transformation.

16. CUSTOMER DRIVEN TRANSFORMATION STEPS
1. Better understand customers and the journeys they take
2. Identify moments that mater and areas to fix
3. Backstage – how the business can supports changes – blue print
4. Create a prioritized roadmap of changes
5. Think big, but start small – little and often
6. Add an experimental mindset – make stuff quickly

17. WHAT TRANSFORMATION ASK OF US
1. Appreciate our role and value in transformation
2. agile in the way we work and think
3. Comfortable with uncertainty
4. Multidiscipline teams with research, UX and design
5. Help clients deliver cross channel strategy
6. Understand the customer journey
7. Mentor more and work with in-house teams
8. Have common language for what we do
9. Stop dabbling in CX and get organisationally committed

18. 2. APPROACH
TO RESEARCH

19. If your research is ad-
hoc usability testing,
it’s time to change.

20. If your research is
single channel, it’s
time to change.

21. If you’re not doing
ethnographic research,
it’s time to change.

22. APPROACH TO RESEARCH
• Periodic rather than a big hit or ad-hoc
• Part of your process – little and often
• Digital and non-digital
• From end-to-end – beyond digital
• Journey driven
• Channel, device and platform preferences
• Qualitative with quantitative data
• Collated centrally and shared widely
• Brought to life with a story – that the business cares about

23. 3. WORK YOU DO

24. Persona template
“
”
Name
Age Location
colville.cx

25. MULTI DEVICE PATH TO PURCHASE

26. 20% MORE
TOUCH POINTS ANNUALLY
McKinsey 2016

27. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
ITUP
a
notch

28. Journey Driven
Personas.

29. JOURNEY DRIVEN PERSONAS
1. Journey driven: when user starts trying to achieve a goal to when
they finish
2. In every channel: digital, phone, post, face to face and physical
elements
3. But not all at once: focused on key moments
4. With channel preferences: when, where and why
5. Digital and non-digital: showing where both matter most
6. Others involved: who they are talking to, when and why
7. Connected to the next step – map the journey
8. Linked to the business – and what they care about

30. • Trigger: why and how journey
starts
• Key moments: digital, phone,
post, face to face and physical
elements
• Crucial content: irrespective
of channel
• Preferences: device, channel,
platform
• Steps in journey: general at
this stage
• Business need: linking UX to
business strategy
JOURNEY
Trigger Research Select Purchase Receive Use Recommend
Key moment
Pain point
Brand moment

31. Customer
Journey Maps.

32. Customer journey maps:
Bring insight to life
Build shared understanding
Galvanise people across the business
Give optimisation context
Build narrative path for automation

33. CUSTOMER JOURNEY MAPTrigger Research Select Purchase Receive Use Recommend
DOINGTHINKINGFEELING
+
-
1
2
3 4
5
6
7
TYPICAL JOURNEY MAP

34. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
ITUP
a
notch

35. • Trigger: why and how journey
starts
• Key moments: digital, phone,
post, face to face and physical
elements
• Preferences: device, channel,
platform
• Transitions: movement between
channels
• Brand points: versus competitors
and to customers
• How decisions are made: other
people involved
• Conversational paths: to fit the
journey for chatbots or
automation
• Business need: linking UX to
business strategy

36. 1. Focused on customer experience – irrespective of channel
2. Go beyond digital – but have digital at its heart
3. But not all at once – focused on key moments and pain points
4. In every channel – digital, phone, face to face & physical elements
5. Movement between channels – store locator, product reservation
6. Preferences – channel, device and platform
7. Human & digital – where human interactions are desired
8. Approach to content – same product info, content across channel
9. People involved – who they are talking to, how and why
10. Deliver brand promise – at every touch point
CROSS CHANNEL CONSISTENCY

37. 1. Gather your thoughts
2. Join the dots
3. Bring it to life
4. Share widely

38. SIMPLE BUSINESS JOURNEY
HOW TO USE
In walking people through the
Simple Business customer
journey map, start with the
Lite version to introduce
people and give them an
overview. Next, use the Story
cards, Admin and the Owner &
Manager to tell the story of the
main characters in the journey.
During the walkthrough, you
can refer to the more detailed
version of the archetypes.
FULL VERSION

39. Key moment
Brand / business point
Shortlist
ReactiveProactive
Support & ServeMarket & Sell
Contract
Pest issue
Technician visit,
resolve issue
Research
6
1
2
3
5
Confirm
& Buy
4
Service
7
Monthly meeting
8
Monitor &
maintain 9
Annual
meeting
10
Renew or
cancel
11
First evidence of
pest issue Find options to deal
with pest issue
Create shortlist of
available options
Decide on best
supplier & purchase
Fix issue with minimum
disruptions to business
Assess long term solution
Depending on if seen as
another cost or as
investment
Assess service.
Review costs versus
other costs
Experience Pest
ServiceAssess value in service
BAU: meetings, reporting,
recommendations, new issues,
fix and learn, repeat
LITE VERSION

40. “I take pride in
protecting customers
and the business”
Gate keeper
Expert
In charge of or highly involved with pest
management. Drives standards.
Passionate, scientific, proactive, data driven.
How prepared are they?
Cares about
Resolving issues
Data to prevent issues
Moment of truth
Data and reports
Site visits
Cost or investment?
How receptive are they?
Business need: Consistency service across sites, markets
Front
Story
Back
A food quality Expert has been asked by
his Business Director to shortlist global Pest
suppliers, but he is concerned, "I understand
the need to reduce complexity by reducing
suppliers, but I’m worried it will work at a
global but not at a locally, where it really
ma ers.” Passionate about protecting
customers and the business, he has seen local
suppliers caring more. The Expert knows that
each site has its own unique challenges and
thinks, “if we use a global supplier, it won’t be as
comprehensive or tailored.” He starts with the
two suppliers he thinks can handle such scale.
• Consolidate suppliers
• Shortlist suppliers
• Tender & purchase
• Onboard & train
• In-life, proactive
Customer journey steps
• In-life, reactive
• Annual review
• Contract cancellation
Fold
Cut

41. UX is not just a
design tool. It’s a
business tool.

42. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
UXUP
a
notch

43. 1. Embrace new ways – of thinking and working
2. Go beyond digital – to design end-to-end experiences
3. Be journey driven – in research, personas, maps & strategy
4. Galvanise people – across the business, around the journey
5. Join the dots – team’s knowledge, data, research & channels
6. Connect to business strategy – make the business care
7. Share widely – and openly
8. Mentor and empower – teams, clients, your organisation
9. Measure effectiveness – show what’s been improved
10. Take your rightful place – in the boardroom
WHAT’S REQUIRED OF US

44. There’s no silver bullet
Just ongoing commitment
to observation, insight
and improvement

45. BE A CX REVOLUTIONARY!
C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
Colville

46. THREE STEPS eBOOK
Free download
http://www.colville.cx/newsletter/

47. WORKSHOPS
IN-HOUSE WORKSHOP
• I’ll also come and work with your team at your offices and show you
how to create impactful, successful and sustainable customer
experience improvements.

48. Colville
Bye.
alan@colville.cx