holistic customer experience - mx 2010
DESCRIPTION
Managing Experience 2010; IA Summit 2010TRANSCRIPT
![Page 2: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/2.jpg)
REI – Recreational Equipment, Inc.
Retailer, Member owned co-op1938
"We inspire, educate and outfit for a lifetime of outdoor
adventure and stewardship."
![Page 3: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/3.jpg)
meUX & IA related work for places like Amazon, MicrosoftREI – first experience at a non high tech companyTeach at University of Washington
Most important - Spent 10 years in the restaurant and bar business. With a lot of
customers.
![Page 4: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/4.jpg)
First, a story…
http://www.flickr.com/photos/seandreilinger/2959785536/
![Page 5: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/5.jpg)
![Page 6: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/6.jpg)
Palm Springs!
![Page 7: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/7.jpg)
Resort Hotel!!
![Page 8: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/8.jpg)
I am lucky
![Page 9: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/9.jpg)
Verdant
![Page 10: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/10.jpg)
Lush
![Page 11: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/11.jpg)
Foliage…lots of foliage
![Page 12: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/12.jpg)
Like The Secret Garden!
![Page 13: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/13.jpg)
But…
![Page 14: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/14.jpg)
I was tired
![Page 15: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/15.jpg)
I needed an adult beverage
$80 wine!!!
![Page 16: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/16.jpg)
But I’m cheap…
![Page 17: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/17.jpg)
…and car-less
![Page 18: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/18.jpg)
I have to get out of a 13 acre resort
![Page 19: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/19.jpg)
So, with a crappy map
![Page 20: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/20.jpg)
and tips (seriously),
![Page 21: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/21.jpg)
I finally find my way out
![Page 22: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/22.jpg)
And escape to the real world
![Page 23: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/23.jpg)
But now it is dark
![Page 24: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/24.jpg)
And the lovely, secret foliage
![Page 25: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/25.jpg)
With all of the nooks and crannies
![Page 26: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/26.jpg)
That I already got lost in when it was light…
![Page 27: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/27.jpg)
Is kinda scary
![Page 28: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/28.jpg)
Finally, thank god
![Page 29: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/29.jpg)
Now I really need a drink
![Page 30: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/30.jpg)
At least for walking, exploring or doing
anything not related to sitting by a pool and
drinking
![Page 31: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/31.jpg)
no sign policy
![Page 32: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/32.jpg)
![Page 33: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/33.jpg)
![Page 34: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/34.jpg)
![Page 35: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/35.jpg)
![Page 36: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/36.jpg)
![Page 37: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/37.jpg)
![Page 38: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/38.jpg)
except…
![Page 39: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/39.jpg)
![Page 40: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/40.jpg)
WHYshould you care?
![Page 41: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/41.jpg)
65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.
Pubblicita offline e ricerche nei motori, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
![Page 42: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/42.jpg)
They are coming from everywhere!
![Page 43: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/43.jpg)
We have no control
![Page 44: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/44.jpg)
over how people hear about us
![Page 45: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/45.jpg)
Or get to us
![Page 46: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/46.jpg)
53% of US online consumers say they
research products online that they subsequently
buy offline.
Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
![Page 47: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/47.jpg)
Over half REI online
business is picked up in a
store
![Page 48: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/48.jpg)
http://www.flickr.com/photos/shaireproductions/3176968409/
Even if you think you are web only, you
are multi-channel
![Page 49: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/49.jpg)
Customers are interacting with your
brand.
They don’t care about the channel; they care about the experience.
![Page 50: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/50.jpg)
I’m the same customer in each interaction
![Page 51: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/51.jpg)
Leaving lovely hotel room
![Page 52: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/52.jpg)
Getting flight # via email
![Page 53: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/53.jpg)
Check in via mobile app
![Page 54: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/54.jpg)
I don’t want flight status!
![Page 55: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/55.jpg)
Okay, trying another way
![Page 56: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/56.jpg)
![Page 57: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/57.jpg)
Flight not recognized
![Page 58: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/58.jpg)
http://www.flickr.com/photos/mindaugasdanys/3766009204
![Page 59: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/59.jpg)
Fine. Old school check in.
![Page 60: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/60.jpg)
US Airways….
![Page 61: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/61.jpg)
![Page 62: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/62.jpg)
And one more reason?
![Page 63: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/63.jpg)
Our Marketing peers are way ahead of us…
![Page 64: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/64.jpg)
someGUIDELINES
![Page 65: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/65.jpg)
Think about on ramps and off ramps
![Page 66: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/66.jpg)
Don’t assume the customer is using the front
door.
![Page 67: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/67.jpg)
Holistic experience at all entrances
![Page 68: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/68.jpg)
Back door
![Page 69: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/69.jpg)
Side door
![Page 70: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/70.jpg)
Holistic experience?
![Page 71: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/71.jpg)
![Page 72: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/72.jpg)
Where’s the award?
![Page 73: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/73.jpg)
Store directions?
![Page 74: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/74.jpg)
![Page 75: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/75.jpg)
![Page 76: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/76.jpg)
Who is REI? Why am I here?
![Page 77: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/77.jpg)
Are your on ramps and off ramps a
good experience?
![Page 78: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/78.jpg)
Be consistent…
Consistent brand
![Page 79: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/79.jpg)
![Page 80: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/80.jpg)
![Page 81: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/81.jpg)
![Page 82: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/82.jpg)
![Page 83: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/83.jpg)
Coordination, timing
![Page 84: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/84.jpg)
Be consistent…
Consistent information
![Page 85: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/85.jpg)
The most common problems reported by Web-to-store
shoppers related to discrepancies in prices and product information across
the two channels.Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
December 2009
![Page 86: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/86.jpg)
Not the same information!
![Page 87: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/87.jpg)
Not the same information!
![Page 88: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/88.jpg)
Be consistent…
But optimize channel capabilities
![Page 89: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/89.jpg)
http://news.cnet.com/8301-10805_3-10016573-75.html
Surface at a hotel
![Page 90: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/90.jpg)
http://news.cnet.com/8301-10805_3-10016573-75.html
![Page 91: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/91.jpg)
![Page 92: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/92.jpg)
http://www.tobi.com/
Augmented Reality dressing
room
![Page 93: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/93.jpg)
Not just a stupid advertising app
![Page 94: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/94.jpg)
Don’t design for user's needs on the website, design for
the holistic experience
![Page 95: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/95.jpg)
HOW to start
![Page 96: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/96.jpg)
Use metrics
http://www.flickr.com/photos/iliahi/2606645766/
![Page 97: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/97.jpg)
![Page 98: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/98.jpg)
mechanics
Tools
![Page 99: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/99.jpg)
•Experience Design•Service design•Customer experience•Customer relationship management
•Multi-Channel communications•Cross-Channel Marketing•Ubiquitous computing•Design Thinking•Pervasive IA (@resmini)
Disciplines
![Page 100: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/100.jpg)
•Field Experience•Service Inventory•Customer Journey Mapping•Experience mapping•Mental Models•Business Origami (@jessmcmullin)
Tools and Methods
![Page 101: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/101.jpg)
Wander the halls
![Page 102: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/102.jpg)
![Page 103: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/103.jpg)
![Page 104: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/104.jpg)
Leave your comfort zone
![Page 105: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/105.jpg)
![Page 106: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/106.jpg)
![Page 107: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/107.jpg)
![Page 108: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/108.jpg)
![Page 109: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/109.jpg)
http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
![Page 110: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/110.jpg)
Understand executives’ goals
![Page 111: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/111.jpg)
Listen
![Page 112: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/112.jpg)
Designing a holistic experience means listening holistically:• Usual UX research, but also• Call center• Email queries and feedback• Live Chat transcripts• Social Media• Sentiment Analysis• Market Research• Analytics (behavior)• Store follows/shop alongs
![Page 113: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/113.jpg)
http://averagecats.com/page/7
Hang with a new crowd
![Page 114: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/114.jpg)
Make new friends Marketing• IT, or anyone who can build stuff• Finance• Distribution Center• Customer Service• Innies with outies, outies with innies• Different industries
Artists, architects, museum curators, restaurant workers, baristas,
landscapers, hotel managers…
![Page 115: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/115.jpg)
Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
![Page 116: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/116.jpg)
You can’t be everywhere at once• Target a channel pair • Focus on incremental progress• Measure stuff• Celebrate (and communicate)
quick wins• Get allies to spread the work
![Page 117: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/117.jpg)
Finally…(and this one is hard)
![Page 118: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/118.jpg)
http://www.flickr.com/photos/jimfrazier/1810966604/
Don’t be grabby
![Page 119: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/119.jpg)
Let go of control• It’s okay when other people start
talking about the customer experience• It’s okay when other people try to
improve the customer experience• It’s okay if you aren’t involved in
EVERYTHING• It’s okay if you aren’t the only one
making a difference.
Isn’t it all about the customer?
![Page 120: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/120.jpg)
EVERYONE should care about customer
experience
![Page 121: Holistic Customer Experience - MX 2010](https://reader033.vdocument.in/reader033/viewer/2022061306/54b45e1d4a795943128b4602/html5/thumbnails/121.jpg)
Join the Journey
http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg