Post on 28-Nov-2014
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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
June 2014
ACTIONS AND REACTIONS DRIVING ACTIONS & REACTIONS
ENGAGING YOUR CUSTOMERS IN THE NEW DIGITAL WORLD
Danielle Macdonald User Experience Lead Perth
Dan Baker Digital Experience Director Perth
WHO WE ARE WHO WE ARE
DIGITAL EXPERTS
PRECSEM # @ PRECEDENTAPAC
WHAT WE ARE TALKING ABOUT
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Better engage with customers
Plan for a changing digital environment
Identify tactics that may not be for you
The internet is among the few things humans have built that they don’t truly understand. It is the largest experiment involving anarchy in history.
Eric Schmidt & Jared Cohen The New Digital Age, 2013
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STRATEGY VS REACTION Responding to what
you can’t control Setting a course
based on objectives
COMMUNICATION (OLD)
In a traditional sphere of influence it is relatively simple to create a channel, control the message and provoke engagement.
COMMUNICATION (NEW)
The new sphere of influence is of the audience’s own making and relies on interpretation of your proposition.
Stand alone strategies will not provoke customers into actions and reactions, tactics must be employed.
Content strategy
Mobile strategy
Customer experience
strategy
Personalisation strategy
Social media
strategy
DIGITAL ASSETS
DEVICE CONTEXT
ONLINE SERVICES
CUSTOMISED EXPERIENCES
COMMUNITY ENGAGEMENT
What they ask for….
What people often need…..
Tactics mean doing what you can with what you have
Saul Alinsky American community organiser and Author “Rules For Radicals”
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DIGITAL ASSETS
THINGS TO DO
Review content in line with the objectives, remove the content that isn’t action orientated
• Audit your website/s
• Map content to user tasks and business objectives
• Review analytics – what content is being visited
• Investigate your content workflow – who is adding/editing content
CULL YOUR CONTENT 1
Oxfam casestudy CULL YOUR CONTENT
Oxfam
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CASE STUDY
THINGS TO DO
Use online platforms to present collections of assets
• Identify where others are providing content that is useful to your customers but may not be core to your business offering
• Provide a single location for the presentation of disparate assets
• Share relevant and trusted content from others with your customers that will enhance their experience or support their goals
• Syndicate your content
CURATE ASSETS 2
Oxfam casestudy CASE STUDY
Petplan
CURATE ASSETS 2
THINGS TO DO
Create simple assets to explain complicated concepts
• Sketch – how would you explain this information if you had a pen and a napkin?
• Create diagrams to explain complex ideas
• Tell a story
• Consider other content types – sometimes content isn’t king
TEACH PEOPLE SOMETHING 3
Oxfam casestudy CASE STUDY
TEACH PEOPLE SOMETHING 3
ABS Spotlight
THINGS TO DO
Create video assets
• Develop a script
• Ensure you provide a transcript
• Use open-source music/audio to keep costs down
• Keep it short
• Use to explain processes
• Utilise YouTube
USE VIDEO 4
CASE STUDY
Burberry
CREATE VIDEO ASSETS 4
THINGS TO DO
Use data sources to create visually appealing assets
• Understand what the data is being used for – why is it important? What is the context of use?
• Explore interactive charting
• Consider how you can use dynamic or ever-changing content
MAKE DATA ENGAGING 5
24 Hours of Sunsets
CASE STUDY
MAKE DATA ENGAGING 5
DEVICE CONTEXT
HALL OF LAME
HALL OF LAME
THINGS TO DO
Offer very basic information on a mobile-friendly website
• Make sure you have a mobile site.
• Server can identify users on mobile devices, make sure that they are automatically redirected to the mobile page.
• Keep you content short, simple and concise.
• Focus on what user will need and what they will look for (not what you want them to do).
• Test on an array of devices and operating systems
DO THE BASICS 1
CASE STUDY
Virgin Airlines
DO THE BASICS 1
THINGS TO DO
Create a responsive website
• Assess if responsive is the right solution for you. Responsive is a commitment, make sure you are ready to make it.
• Be prepared to start again. You may have to throw everything from images to content in the bin.
• Ensure you have right people and the right technology to support a responsive rebuild. You need a visionary who can articulate the vision and highly skilled people to make the design happen.
• Do your research.
BE RESPONSIVE 2
Oxfam casestudy CASE STUDY
Boston Globe
BE RESPONSIVE 2
THINGS TO DO
Produce a mobile site with real utility based on core service
• Understand your users and research the context of their use of your service.
• Prioritise your core services above all else.
• If you only do two things. Do them better than anyone else.
• Practice restraint, instead of replication.
BE PRACTICAL 4
CASE STUDY
Holden Mobile Site
BE PRACTICAL 4
THINGS TO DO
Produce an app to enhance customer experience
• Compliment your online experiences. Don’t imitate it.
• Focus on utility, support your customers in their everyday interactions.
• Build brand loyalty (not sales).
APPS FOR VALUE 5
CASE STUDY
APPS FOR VALUE 5
Game of Thrones Companion App
ANY QUESTIONS? #
COFFEE BREAK #
ONLINE SERVICES
THINGS TO DO
Basic user testing of customer journeys
• Identify who your users are, what they are trying to do & why
• Prioritise key tasks for testing first
• Learn what success is to your customers – and failure
• Test the current state to create a benchmark
• Test new ideas early and then iterate, rinse and repeat
WATCH CUSTOMERS 1
Oxfam casestudy WATCH CUSTOMERS
CASE STUDY
Cooperative Bulk Handling
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THINGS TO DO
Simplify offer and language, produce a step-by-step tool
• Develop an accepted tone of voice for customer channels
• Use active language
• Make it easy to know what to do next and to make a decision
• Use your customers’ terminology and phrasing
• Identify who the content is for and talk to them – in their language
FACILITATE DECISIONS 2
Oxfam casestudy CASE STUDY
NAB Card Selector
FACILITATE DECISIONS 2
THINGS TO DO
Establish online enquiry mechanism
• Create online contact forms
• Measure what people are asking so you can identify where to make improvements
• Develop triaging, risk and training plans and processes
• Investigate using social channels or forums for receipt and response to questions
• Compile a database of answers
• Understand what moderation resource will be required
ENCOURAGE QUESTIONS 3
Oxfam casestudy CASE STUDY
McDonalds
ENCOURAGE QUESTIONS 3
THINGS TO DO
Live online help
• Analyse the number of website- generated enquiries against cost to respond to develop a business case for implementation
• Before implementing, clarify if this is something YOUR users will use
• Consider where in the ‘funnel’ live chat is made available to the user
• Explore video as well as text chat
ONLINE HELP 4
CASE STUDY
Optus Live Chat
ONLINE HELP 4
THINGS TO DO
Ensure channels are clear in their purpose and that they link together
• Audit your channels – what and who are they for?
• Be clear about the purpose of the channel – and what it isn’t for
• Link to other channels
• Ensure it is clear to staff where to direct customers when their enquiry is out of their remit or in the wrong channel
CHANNEL AUDIT 5
CASE STUDY
Australia Post
CHANNEL AUDIT 5
CUSTOMISED EXPERIENCES
THINGS TO DO
Identify ways to repackage content in a way that makes sense to customers
• Research, research, research. Creating the right experience for your users should not be left to guess work.
• Ethnography. Hard to say, easy to use.
• Help your organisation understand it’s users.
• Invite stakeholder to attend interviews/focus groups.
• Create and use evidence based personas.
UNDERSTAND MINDSET 1
Oxfam casestudy 1 UNDERSTAND MINDSET
CASE STUDY
THINGS TO DO
Use online platforms to present collections of assets
• Clearly signpost services and content (don’t make them work too hard).
• Do not crowd your designs. Long lists of options do not ensure people will find what they are after.
• Provide users with tools and information that will help them understand.
• Give them the option of additional support should they need it.
MAKE IT EASY 2
Oxfam casestudy CASE STUDY
Water Corporation Service Charge Calculator
MAKE IT EASY 2
THINGS TO DO
Reward your users for interacting with your brand or service.
• Reward users for sharing content, interacting with your content or for just being a user
• Surprise and delight them. Upgrade frequent users memberships, exclusive benefits or even delivery method.
• Offer digital discounts to returning visitors.
• Allow them to contribute to your site content.
• Make your user a hero.
GIVE SOMETHING 3
Oxfam casestudy CASE STUDY
Jack Threads
GIVE SOMETHING 3
THINGS TO DO
Plan to customise website for specific use, event or time of day
• Start small. Web sites can be customised through simple content and image changes.
• Give users a reason to come back. A daily tip? Recommendation? Discount? Trade secret? Anything…
• Create a plan which maps how you expect users to engage with your website. At every stage/interaction describe what the user is thinking, feeling and doing.
• Use analytics to help you understand how the user is using your website.
CUSTOMISATION PLAN 4
CASE STUDY
Google Doodle
CUSTOMIZATION PLAN 4
THINGS TO DO
Facilitate customers in connecting with each other at a local level
• Utilise the various social media channels to engage with different audience groups.
• Generate conversation around unrelated topic.
• Provide locally relevant content for particular users.
• If you know a user is nearby, communicate with them.
CONNECT PHYSICAL WITH DIGITAL 5
CASE STUDY
Estimotes Beacons
CONNECT PHYSICAL WITH DIGITAL 5
COMMUNITY ENGAGEMENT
THINGS TO DO
Establish tone of voice and attitude appropriate to customers on social channels
• Be human
• Play to your strengths that differentiate you in the marketplace
• Train your staff how to communicate on social channels
• Don’t try and be funny – unless you are.
BE HUMAN 1
Oxfam casestudy BE HUMAN
CASE STUDY
Whitespark
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THINGS TO DO
Establish internal social team from ‘socialites’ around the organisation
• There are product champions everywhere. Find them. Use them. Celebrate them.
• Entice ambassadors through giveaways and competitions. Host events where ambassadors can meet, socialise and network.
• Utilise your ambassadors when you find them.
• Celebrate them when you use them.
FIND CHAMPIONS 2
Oxfam casestudy CASE STUDY
Best Buy Twelpforce
FIND CHAMPIONS 2
THINGS TO DO
Identify niche communities and unite them on a branded platform
• Define what the point of the community is – and make sure users can achieve this by being part of your community
• Make sure you have guidelines about what is and isn’t appropriate
• Showcase the benefits of being a member
• Recognise that you can’t build a community overnight, no matter how established you are as a business
CONNECT COMMUNITY 3
Oxfam casestudy CASE STUDY
Ihadcancer.org
CONNECT COMMUNITY 3
THINGS TO DO
Identify specialist bloggers
• Do you have a community manager? Someone controlling your posts, tweets, etc?
• Create a specialist blog that talks about a broad range of topics. You can communicate a vision, influence people in your industry, market your services or just engage in a dialog with others in your industry.
EXPERT BLOG 4
CASE STUDY
Disney Baby
EXPERT BLOG 4
THINGS TO DO
Rules that govern dispersion of assets across channels
• Identify the assets that would be useful to curate or utilise
• Create a plan for moderation prior to use
• Develop ways of measuring success of these processes
SET RULES 5
CASE STUDY
IFTTT
SET RULES 5
IN SUMMARY #
TACTICS
• How could you cull your content?
• What opportunities exist to curate assets?
• Do you simplify difficult concepts?
• Does video feature in your online communications?
• Do you share data to drive engagement?
DIGITAL ASSETS
TACTICS
DEVICE CONTEXT
• Are you doing the basics?
• Are you aware of how, when and where users access your information?
• Is your content attractive to consume?
• What is your most context-critical service?
• Would an app really add value to your users?
TACTICS
• Have you tested with real people?
• Do you talk your customers' language?
• Do you encourage smarter questions from users?
• Are you linking your enquiry desk with digital?
• Have you identified your users preferred channels?
ONLINE SERVICES
TACTICS
CUSTOMISED EXPERIENCE
• Do you know the mindset of your customers?
• Can you simplify the complex interactions?
• Do you give back in exchange for engagement?
• Is your homepage adaptable to a particular context/initiative/event?
• Do you seek opportunities to connect the physical with the digital?
TACTICS
COMMUNITY ENGAGMENT
• Are you being human?
• Do you engage with your online champions?
• Are you connecting your community?
• Who are your internal heroes?
• Are you taking advantage of automation?
WHO IS PRECEDENT? #
Strategy Brand Web Mobile Print
MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED.
• Offices
• Experts
• Years
25 140 6
YEARS 25 experience quality stability loyalty results
EXPERTS 150 strategy & research branding & communication user centered design development & hosting digital marketing
SECTORS 5 education membership organisations third sectors financial services health
Mobilising Government Whitepaper
The Customer Experience Report
UPCOMING REPORTS
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2
MORE QUESTIONS? #
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.