Customer Service Design: Content Strategy in the Spaces Between

C U S T O M E R S E R V I C E D E S I G N C o n t e n t S t r a t e g y i n t h e S p a c e s B e t w e e n

M I K E A T H E R T O N

@ M I K E A T H E R T O N

M Y J O U R N E Y

W R I T E O U T O R D E R

A S K F O R M O N E Y O R D E R

M A I L O R D E R F O R M

C O M B I N E W I T H O R D E R

F O R M

P U T O R D E R I N T O M A I N

P O

P I C K U P M O N E Y O R D E R

R E C E I V E F R O M M A I N

P O

HO

ME

POST

OFF

ICE

Post

Offi

ce

Op

erat

ions

3-5 days ?

C R O S S I N G T H E S T R E A M S O F U X , I A , A N D C O N T E N T S T R AT E G Y

C H A N N E L S O F C O M M U N I C AT I O N

W E B A P P E M A I L P H O N E I M

S O C I A L P U S H M A I L I O T F 2 F

T H E E L E M E N T S O F S E R V I C EPA R T O N E

@mikeatherton

W H AT I S T H E U S E R E X P E R I E N C E O F A M A Z O N ?

C O N S I D E R T H E O V E R A L L S E R V I C E E C O L O G Y

H O W T O O R D E R A P I Z Z A

P L A C E O R D E R

O R D E R S E N T T O K I T C H E N

I N G R E D I E N T S A S S E M B L E D

P I Z Z A B A K E D I N O V E N

P I Z Z A P U T I N B O X

S E N T F O R D E L I V E R Y

R E C E I V E P I Z Z A

0 minutes 30 minutes

FRONT STAGE What the customer sees

What the business does BACK STAGE

E X P O S I N G B A C K S TA G E A C T I O N S M A K E S T H E WA I T F E E L S H O R T E R

C O N T E N T S T R AT E G Y

Can we use time as a design material?

T H E R I G H T C O N T E N T T O T H E R I G H T P E O P L E AT T H E

R I G H T T I M E .

D E S I G N I N G S E R V I C E SPA R T T W O

@mikeatherton

U X D E S I G N U S E S P R O T O T Y P I N G , T E S T I N G , A N D I T E R AT I O N T O U N D E R S TA N D A N D A D D R E S S U S E R N E E D S

D E S I G N T E C H N I Q U E

Stories to place customers in context.

S C E N A R I O S

“Anil has had a night out in London and has missed his last

train home.”

“Looking for a nearby hotel, he opens Apple maps on his iPhone and sees the nearest hotel is the

Hub at St. Martins Lane. He’s never stayed at a Hub before, so walks up

the street to check it out.”

“He approaches the touchscreen kiosk in the lobby and presses

‘Book for tonight’. The kiosk offers a standard room and one with a

window, with prices for both. Anil just needs a place to rest his head,

so he picks a standard room for one night.”

“He’s asked to sign-in with his registered email address and

password. He doesn’t have a Hub account, so selects ‘I don’t have a Hub account’ and so proceeds to

enter his name, address and nationality.”

“He is encouraged to create a Hub account, so he can check-in faster next time. Anil submits his email address and on doing so, sees an

email arrive on his phone. This confirms his new Hub account and includes a temporary password

to log in.”

“The kiosk display updates and Anil is asked to pay for the room by

inserting his credit card into the reader next to the kiosk. On

successful processing, the kiosk screen updates to confirm his

booking.”

“Success! Anil has been allocated room 174, and retrieves his key.

He heads to the room.”

S C E N A R I O S D E S C R I B E T H E A C T O R ' S C O N T E X T S

A C T I V I T Y What do they want

to do?

S PA C E Where are they

doing it?

T I M E When is this all

happening?

P E R S O N A L What's their

emotional state and needs?

C H A N N E L Which devices or

platforms are used?

I N S P I R E D B Y C E N N Y D D B O W L E S - D E S I G N I N G W I T H C O N T E X T

D E S C R I B E C O M P L E X S Y S T E M S W I T H M U LT I P L E S C E N A R I O S

I L L U S T R AT E D S C E N A R I O S B E C O M E C O M I C S T R I P S

K E V I N C H E N G - S E E W H AT I M E A N


Diving deep into customer motivation.

E M PAT H Y M A P S

What do they

HEAR?What do they

SEE?

What do they

THINK AND FEEL?

What do they SAY AND DO?

What are their biggest

PAINS?What are their biggest

GAINS?

A day in the life for WHO?

Intimidated by snooty hotels, doesn’t like to be ‘sold to’, Gets too much impersonal marketing, Slow and/or expensive WiFi, Everything closed at night

Location close to venue, Always-on internet and gadget charging, Low price, Style which shows he has taste

Social pressure to be seen in cool venues, hears complaints from partner about money spent, hears recommendations about places to stay, drives a lot so hears radio commercials

Content on social media, well-designed mobile apps, boutique hotels with cool decor, too much email, peer group of style-conscious people

Digital native with love of technology, likes travel but hates when it is difficult, thinks his brand associations define his taste, values transparent

relationships with smart people

In constant need of power and WIFI, is surrounded by his digital life, is very vocal about bad experiences, strong desire for excellent coffee at any hour

Anil - 27yo Web Designer, Portland OR


Mapping the territory of service.

S E R V I C E B L U E P R I N T S

S E R V I C E B L U E P R I N T S S TA R T F R O M M A P P I N G T H E C U S T O M E R J O U R N E Y

L O C AT E H O T E L A N D C H O O S E

D AT E S

S E E AVA I L A B L E H U B H O T E L S

S E E H O T E L D E TA I L S

S E E R O O M D E TA I L S

C O M M E N C E B O O K I N G

S I G N I N O R R E G I S T E R

C O N F I R M O R E N T E R

P E R S O N A L D E TA I L S

S E T I N - R O O M P R E F E R E N C E S

A D D S O C I A L N E T W O R K

A C C O U N T S

S E L E C T S O L O O R G R O U P B O O K I N G

C O N F I R M L E A D G U E S T

C O N F I R M PAY M E N T

S AV E C A R D D E TA I L S T O A C C O U N T

S E E B O O K I N G C O N F I R M AT I O N

F O R L E A D G U E S T

S I G N I N T O / A D D S O C I A L

M E D I A A C C O U N T S

P I C K F R I E N D S F R O M S O C I A L

L I S T S

A D D E X T R A F R I E N D S V I A

N A M E / E M A I L

E D I T R O O M A N D M E A L

C H O I C E S F O R E A C H F R I E N D

C H O O S E PAY M E N T

O P T I O N F O R E A C H F R I E N D

C O N F I R M PAY M E N T

S AV E C A R D D E TA I L S T O A C C O U N T

S E E B O O K I N G C O N F I R M AT I O N

A N D S TAT U S F O R E A C H

G U E S T

Welcome back to hotel

Choose comfort level

Compare prices and availability

Pay for booking

Add occupant details

Decide food options

Build profile See confirmation reference

Check in to hotel

Confirm food options

Get room number and keycard

Unlock door and enter room

Find way to hotel

Booking Arrival at the hotel

T H E S E R V I C E B L U E P R I N T C A P T U R E S A C T I O N S A C R O S S E A C H T O U C H P O I N T

C R O S S - C H A N N E L C O N T I N U I T Y T H R O U G H O U T T H E J O U R N E Y

A W E L L - D E S I G N E D S E R V I C E T U R N S A C U S T O M E R I N T O A H E R O

D O N N A L I C H AW - T H E U S E R ' S J O U R N E Y

C R E AT I N G C U S T O M E R SPA R T T H R E E

@mikeatherton

P E T E R D R U C K E R

“There is only one valid definition of business purpose: to create a customer”.

“Gentlemen, Your ad in the Saturday Review of Literature says that you specialise

in out-of-print books...”

H E L E N E H A N F F - 8 4 C H A R I N G C R O S S R O A D

“Dear Helene, Prepare yourself for a shock. ALL THREE of the books you requested in your last letter are on their way to you and should arrive in a week or so...”

H E L E N E H A N F F - 8 4 C H A R I N G C R O S S R O A D

B E Y O N D S E R V I C E D E S I G N

Building a relationship surrounding every transaction.

C U S T O M E R E X P E R I E N C E

A S T O R E T H AT D O E S N ' T S E L L A N Y T H I N G

A R E L AT I O N S H I P W I T H A E U R O P E A N A U T O C R AT

C O N T E N T S T R AT E G Y I N T H E S PA C E S T O B U I L D A C U S T O M E R R E L AT I O N S H I P

M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E


W E L C O M E U S E R R E V I E W F I LT E R WA S H R E M I N D E R

A C C E S S O R Y C R O S S - S E L L

F I LT E R WA S H R E M I N D E R

D I D Y O U K N O W ?


+ 7 days + 30 days + 90 days + 180 days + 270 days + 300 days + 360 days


W E L C O M E U S E R R E V I E W F I LT E R WA S H R E M I N D E R

A C C E S S O R Y C R O S S - S E L L


D I D Y O U K N O W ?


+ 7 + 30 + 90 + 180 + 270 + 300

+ 360

C L E A N I N G T I P S

E N D O F G U A R A N T E E

H E A LT H C H E C K T E C H U P D AT E

+ 540 + 600 + 1020 + 1920


+ 450


+ 630 Every six months

U S E F U L , U S A B L E C O N T E N T - E V E N W I T H I N M A R K E T I N G

M A P P I N G M E S S A G I N G T O C U S T O M E R R E L AT I O N S H I P B U I L D I N G

M I S T Y W E AV E R - M A P P I N G Y O U R C O N T E N T M A R K E T I N G

U S E F U L , U S A B L E C O N T E N T - E V E N W I T H I N M A R K E T I N G

B E A U T H E N T I C E V E R Y D AY

B R A N D I S A N I D E A Y O U S TA N D F O R , M A D E R E A L

B Y W H AT Y O U D O .

@mikeatherton

S E R V I C E D E S I G N C R E AT E S M A G I C M O M E N T S

E V E R Y C U S T O M E R E X P E R I E N C E I S A B R A N D M O M E N T O F T R U T H

P R I N C I P L E 1

Pay special attention to the places where your customer is crossing channels or waiting for service.

M I N D T H E G A P

@mikeatherton

P R I N C I P L E 2

Use empathy to meet customer emotion with appropriate tone.

S E C O N D T H AT E M O T I O N

@mikeatherton

P R I N C I P L E 3

Show them that their goals are your goals too.

B E A C O A C H

@mikeatherton

B R A N D B U I L D S P R E F E R E N C E T H R O U G H B E N E F I T S

R AT I O N A L B E N E F I T What does it do for me?

E M O T I O N A L B E N E F I T How do I feel about it?

S E L F - R E F L E X I V E B E N E F I T What does it make me feel about myself?

T O C O N C L U D E

We trade information for attention.

C O N T E N T S T R AT E G Y I S C O N T E N T M A R K E T I N G

C O N T E N T I S O U T P U T

S T R AT E G Y G E T S I T T H E R E , M A K E S I T R I G H T, A N D

K E E P S I T C O M I N G .

@mikeatherton

- C H A R L E S E A M E S

"Eventually everything connects."

Hi!

I was a loyal customer of back in the 80s - I always looked forward to my Batman comics being shipped to me in the UK. Back in those days, comics used to be shipped surface mail so took a long time to arrive.

I remember you would mail a postcard first, to let a customer know their order was on the way. The postcard arrived much faster, so I'd be sure you got my order. Genius!

I'm all grown-up now but that postcard thing has always stayed with me. Now I give talks about customer experience, and in my latest one I want to tell this story.

But I don't have a picture of the card! So I'm asking - do you remember what I'm talking about? Do you still do anything like this for international shipping? And do you have any of the cards you could photograph for me?

Yours still a fan.

Mike

Mr. Atherton, So I dug into the archives down in the cellar, & found these two examples of the type of card you were talking about. Yeah, no need for these anymore, since many of our orders (ALL of our international ones) are online, so they get an automatic confirmation email right away. Ah, the heady “boom years” when the company could afford postage to send an additional postcard to every customer! Something interesting I discovered while finding these; back in the late ‘80’s, the order confirmation slip included with the package wasn’t printed out, it had to be handwritten on a form! If I had to do that for every customer I have now.....well, I’d quit, is what I’d do! I hope this helps you out, & thanks for your past orders from NEC FFAST (& hopefully future ones; growing up doesn’t mean you can’t read comics. Heck, some of the Batman ones are decidedly NOT for kids)!

Stephen Doherty NEC FFAST Manager

A LWAY S B E C L O S I N G

T H A N K Y O U ! JUICY GOODNESS NOW AT SLIDESHARE.NET/REDUXD

@mikeatherton

http://slideshare.net/reduxd

Customer Service Design: Content Strategy in the Spaces Between

Marketing

Transcript of Customer Service Design: Content Strategy in the Spaces Between