mckeagney!

Morgan McKeagney!

Understanding the Multichannel Customer: !Customer Experience in a Multichannel World!

About Me / Professional life, in 10 seconds!

Before:!

@morganmck!

#cxdayfinland!

Now:!

mckeagney!

#cxday!

In the old days… / A physical universe!

I need...

Place / Curated experiences!

Explosion of channels / Multichannel by default!

Shop

Phone

1990

Shop

Phone

Email

Website

2000

Shop

Phone

Email

Website

Mobile

Tablets

Web TV

?

Social

2011

I need...

2010/11 - Something Happens / Mobile Explosion!

2044% increase in mobile traffic in one year.

Jan 2010!

March 2011!

Epiphany with a plumber / Brave New World!

Physical & Virtual Collide / Connected Customer!

New ways of shopping / Somewhat random!

“We’ve seen the emergence of a seamless, blended world of physical and digital.”!

Mike McNamara, Tesco CIO!

Source: Google / IPSOS “The New Multi-screen World”, August 2012 !

Hotel Booking / Being human: what’s easiest & to hand!

web!

mobile!

phone!

email!

social!

Hotel booking: sample customer journey!

Understanding the multichannel !customer!

Boiling it down / How best to connect with & delight our customers?!

ACME!

Organisation! Channels! Customers!

Timeless wisdom / Drucker on Business!

“The aim of marketing is to know and understand the customer so

well the product or service fits him and sells itself.”!

a multichannel strategy!

Plus ca change / The more it stays the same!

“Make my life easier & better. Understand me.

Surprise me.”!

Multichannel Strategy / A simple framework!

1. Insight / Research!

2. Strategy Definition!

3. Ideate & Execute!

4. Evolve & Adapt!

Research / Research drives unique insight!

Source: iQContent!

A customer letter / A plea for convenience!

Excellent quality products and brands I don't see elsewhere. I love the ambience when I walk in always friendly and extremely happy to help...... Good coffee as I usually get one to sip near the end of my shop. I enjoy your Weekend Magazine and the monthly Kitchen Magazine but I hate paper and would prefer an iPad version more kitchen friendly plus I could then look at the recipes on my phone instore & grab the ingredients. Love the concept of mySupermarket so long as it is personalised both local and for me when instore and online.... I'm always looking for inspiration - bring Kitchen to life by making it more accessible & allow me to share recipes, more importantly know what I've bought & suggest even if I need to get a couple of things.

“Please innovate a little more.” qualitative insights!

Analytics & Data / Uncovering patterns in behaviour!

quantitative insights!

Peak access to mobile site after 7pm!

Who! Behaviour! Outcomes!

9%!16%!

Source: iQContent!

Customer insight / MCommerce Personas!

Multichannel Toolkit: Tool 1!Source: iQContent!

Experiences Journey / Mapping customer touch points!

Source: Adaptive Path!

Modeling opportunities / Multichannel experience map!

Multichannel Toolkit: Tool 2!Source: iQContent!

Cross-functional Collaboration / Exploding silos!

Multichannel Toolkit: Tool 3!Source: iQContent!

Example / Genesis of a multichannel strategy!

Building the opportunity map / How can we create value?!

Building to think / Prototyping & making stu" tangible!

TBank

Multichannel Toolkit: Tool 4!Source: iQContent!

Slide title & title style / Sub Headline style!

“Design is how it works”!

“We need a mobile wallet” / What might that look like?!

“We need a mobile wallet” / What might that look like?!

Bringing it all together / One-page strategy & roadmap !

Multichannel Toolkit: Tool 5!

Great UX design can yield surprising results!

Case Study: Innovation in Multichannel Retail!

Source: iQContent!

The brief !

We need to develop an Android tablet application for the Samsung Galaxy 7” which can be used by in-store sales teams or the customer on their own, which celebrates the

empowerment - through a series of unique choices - they get when experiencing the

Vodafone MyWay decision process

“ !

”!Vodafone!

Going undercover / Understanding the terrain!

How store sta" work / Understanding practices & frustrations!

Design workshops / Turning insight into tangible ideas!

Sketching / Inspiration & perspiration: imagining what it should!

Detailed design / Detail, detail, and lots of detail!

Code magic / Bringing it all to life (also via Web & Intranet)!

In the wild / A thing of utility, beauty, and flexibility!

The MyWay multi-platform app was a first for Vodafone worldwide. We were

able to o"er our price plan over several di"erent channels all built on the one

design - its incredibly e#cient and customer friendly!

“ !

”!Joy Murphy !Billpay Manager, Vodafone Ireland!

Last word / Sub Headline style!

“The purpose of a business is to create a customer.”!

Kiitos!!Get in touch:!morgan.mckeagney@gmail.com!

+353 87 135 5197!@morganmck!

mckeagney!