4. How can we best use the
media to enhance the
same messages across
multiple channels?
5. How can we best bridge
the gap between on and
off-line experiences?
6. data as the bridge?
I am the same customer across every channel
7. data as the bridge? time
research purchase support upgrade
cross-channel customer journey mapping
8. service design
• How do we facilitate this movement across
different channels?
• User experience is continuous & non-linear
• Difficult to model and design for
• Needs to consider different context
• Forrester has good stats on channel usage
9. service design
• Good service design involves understanding
your customers and their contexts
• Great service design is continuous and gives
customers the power in the interaction
• Service design and IA involve the same skills
(changing real rather than on-line behaviour)
10. conceptualising this
• Story driven customer journey maps
• looking at tasks and triggers
• needs within different contexts