Driving Actions and Reactions Seminar - Perth

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

“ ”

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”

“ ”

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


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

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


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


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


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


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


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


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


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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Driving Actions and Reactions Seminar - Perth

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