user experience design for omni-channel customer service by rob findlay

UX Design for Omni-Channel Customer Service

Rob Findlay DBS Bank

Personal Digital Connected

What are banks thinking about

Removing friction

Creating knowledge

Omnichannel challenge

The rise of the UXer

So what are these hipsters upto?

Looking

Understanding

Making

Teaching

CX

Customer Experience

The sum of all experiences in dealing with a company

Competency at a corporate level

UX

User Experience

The summary of the use of products and services

Competency at a product level

UI

User Interface

The interface customers use to interact with your products and services

Competency at an interface level

CJ

Customer Journey

The end to end experience for a particular customer need or life stage

Competency at a cross channel level

CX

CJ CJ CJ

UX UX UX UX UX UX

UI UI UI UI UI UI UI UI UI UI UI UI

Strategy Customer

Understanding Design

Measurement Governance Culture

From Solving Problems To Creating Problem Solvers

Omnichannel for banks is hard – cost, effort, data, change management Good UX can help bridge the gaps without the need for drastic surgery Culturally it’s a new thing, but the journey and benefits can be rewarding Good UX is now expected – everywhere!

Thanks findlay@dbs.com