the basics of e-service
DESCRIPTION
My opening keynote from iOS NeXT in Cluj-Napoca, Romania on November 28, 2014TRANSCRIPT
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e-service
If you want it done right,do it yourself
Eric Reiss@elreiss
iOS NeXT28 November 2014
Cluj-Napoca, Romania
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This is not about service s
(We’re not interested in tax calculators,virtual penis enlargers, or other on-line applicatio ns)
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Four things you need to know...I am passionate about service (I will rant)I am pissed off at British AirwaysI am pissed off at eBayI am pissed off at Wine.com
I will present three 100% unbiased cases:British AirwayseBayWine.com
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So, is this relevant for UX professionals?
Rant #1 ...
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Service is 100% about user experience
UX is not 100% about service
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H.L. Mencken
Editor: The American Mercury
Author: “Americana”
(the first blogger?)
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We are constantly applyingold techniques to new technologies
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George Santayana
“Those who cannot rememberthe past are condemned
to repeat it.”
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Let’s start with a definition ...
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“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –
the feeling that a product or servicehas met expectations.”
“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –
the feeling that a product or servicehas met expectations .”
Turban and King, 2002
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“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –
the feeling that a product or servicehas met expectations.”
“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –
the feeling that a product or servicehas met” ExceededDid not meet
SatisfiedDissatisfied
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Loya
lty
Satisfaction
90%
“Hockey -stick” satisfaction
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“We have an83% customer
satisfaction rating!”
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7 6 5 4 3 2 1
100% 83% 66.4% 49.9% 33.3% 16.6% 0%
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“Here at NN/g,customer satisfaction is
83% irrelevant!”
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Not Somewhat Very CompletelySatisfied Satisfied Satisfied Satisfied Satisfied
1 2 3 4 5
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So, is this relevant for businesses?
Your competitors are only a click away . You tell me.
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Long before we had Jakob
we had a whole different set of gurus ...
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John Tschohl
Karl Albrecht
Ron Zemke
Philip B. Crosby
Ray Considine
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(me)
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So, what can we learn ?
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Lesson #1
Service management is a process , not a program.
And it’s NOT a buzzword !
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Marketing alert!
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Why I boycotted British Airways for three years
Fact: luggage lost 11 out of 12 flights
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And when they don’t lose baggage...
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Why I boycotted British Airways for three years
Fact: luggage damaged 3 out of 12 flights
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There are 15 brand touchpoints
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Source: Davis and Dunn, 2002
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BA touchpoints� In the air
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BA touchpoints� In the air� On the ground
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Source: British Airways
(Spin)
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Source: Flickr
(Reality)
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BA touchpoints� In the air� On the ground� Through correspondence (e-mail and snail-mail)
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BA touchpoints� In the air� On the ground� Through correspondence (e-mail and snail-mail)� In cyberspace
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• No Mac
• No AOL
• No dial -up
• 24-hour limit
“Apple doesn’t support our technology.”
“We are IE compatible, the world’s leading browser.”
“Your system is outdated.”
“I don’t make the rules.”
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Lesson #2
Unhappy customers are dangerous
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Lesson #3
Service happens at the moment of experience.
It is not a thing, it’s a perception .
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When
WhereMoment of truth Moment of truth
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“We have 50,000moments of trutheach day”
Jan CarlzonCEO, SAS1981 - 1994
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Fact:
eBay has millions of on-line visitors each dayAmazon has millions of on-line visitors each day
Yahoo has millions of on-line visitors each dayMSN has millions of on-line visitors each day
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Lesson #3
When moments of truth go unmanaged ,quality of service regresses to mediocrity
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Carpe diem
Elizabeth I(queen with dry feet)
Walter Raleigh(subject)
Cloak(expensive)
Mud(wet and dirty)
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So, what is a service ?
An intangible event that helps us achieve something.
And you heard it here first - an iOSNeXT Unique Even t ®
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Question: what do these services have in common ?
(Well, not Paul and Bette...)
Today, we’re doing them ourselves !
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10 reasons services aretougher to manage than products1. A service is first “produced” at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery
of the service, the less likely it is that he or she will be satisfied.
Source: Albrecht and Zemke, 1985
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Heavy can(on top)
Fragile items(at bottom)
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10 reasons services aretougher to manage than products1. A service is first “produced” at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery
of the service, the less likely it is that he or she will be satisfied.
Source: Albrecht and Zemke, 1985
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and the Dead Password
March
Sun Mon Tue Wed Thu Fri Sat
1 2 3 4
5 6. 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
Discoverproblem.
Write eBay
AutoreplyeBay.com
AutoreplyeBay.co.uk.
Reply.
Info requesteBay.de
(in German)Reply.
Info requesteBay.de.
Reply(in German)
AutoreplyeBay.com
Info requesteBay.co.uk.
Reply
AutoreplyeBay.com
Personal noteeBay.co.uk.
Reply
Password resetnotificationeBay.com
Problemsolved
Write eBay.com
again
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Interaction? Bah! Humbug !
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A presentation postscript...Thirty seconds after I gave this talk the first time in Miami, FL, I was approached by no fewer than three eBay representatives. They immediately contacted their development team in California who worked throughout the night (on a Sunday no less).
Within 12 hours, they had fixed the problems.
Hats off to the eBay team!
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There are only three basic types of service
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Help
Enhance
Fix
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“Beam me up, Scotty.”
Help
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I need you to help me...� do something� understand something� avoid the horrible “Browser Monster”
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I won’t tell you that I need you to...� make my life easier� stroke my ego� make me feel wanted
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“Milk ANDcookies!”
Enhance
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Ooh! You just gave me...� a useful contextual link� a happy surprise� an unexpected benefit� a better experience
(We are just now figuring out how to do this.)
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“The doggoneprinter atemy homework!”
Fix
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Please...� sort out my problem� keep it simple� don’t waste my time� keep me out of trouble
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Caveat #1
We don’t always understand the true pain points
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Case #1Heathrow Airport
1984/1985
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1. Care and concern
2. Spontaneity
3. Problem solving
4. Recoverability
“We want your frontline people to be authorized to think.”
“Does anybody make an effort to offset the negative effects of a screwup?”
Source: Don Porter
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Caveat #2
Beware of the easily measurable metrics...
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1. Care and concern
2. Spontaneity
3. Problem solving
4. Recoverability
5. Flying on time
“We want your frontline people to be authorized to think.”
“Does anybody make an effort to offset the negative effects of a screwup?”
Source: Don Porter, BA
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Caveat #3
Make sure you’re really adding value
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People
Processes
Technologies
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Caveat #4
Encourage feedback
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Caveat #5
Fix everything two ways
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10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
Sources: Paco Underhill, Eric Reiss
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Off-line On-lineCEM
Customer Experience Management
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Case #3
Wine.com
“A hangover in cyberspace”
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10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
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10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
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10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
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10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
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10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
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If we do not demand good service , we will never receive it.
Don’t just prevent bad things from happening,you can make wonderful things happen.
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Mul ţumesc!
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Eric Reiss can (usually) be found at:
The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]