Self-Service Experience Principles
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Transcript of Self-Service Experience Principles
Self-service Experience Principles
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01/09/13
SELF-SERVICE EXPERIENCE PRINCIPLESSeptember 2013
Mara Protano – Senior Practitioner
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A GREAT SELF-SERVICING EXPERIENCE:
1. Creates the perception that it is more convenient than other channels
2. Allows the customer to achieve their key goals without friction
3. Instils confidence in the customer that they can achieve their goal on their own
Introduction
4. Provides a human and personal touch
5. Creates delight through small, unexpected touches
6. Carries the customer’s information across when they choose to switch channel or device
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SELF-SERVICE EXPERIENCE PRINCIPLE #1
Create the perception that self-servicing is more convenient than other channels
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Highlight benefits— NatWest provides a clear overview of the
different channels available but highlights the benefits of self-servicing channels throughout
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Prompt to self-service— Autoglass® prompts the customer to
service online by highlighting the convenience of doing so, in comparison to picking up the phone
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Offer self-service first— MailChimp displays additional contact
options only after the customer has consulted their online knowledge base
Self-service experience principle #1
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Increase available content— Plusnet encourages self-servicing by
making all info available online and demonstrating flexibility when the customer asks a question
Self-service experience principle #1
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Alleviate hassle from other channels— Hailo app allows customers to identify
their taxi driver and track their location conveniently on the phone, rather than having to call and wait for an answer
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Alleviate hassle from other channels— Making payments on Barclays Pingit is
quicker and more straightforward than Internet or phone banking
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SELF-SERVICE EXPERIENCE PRINCIPLE #2
Allow the customer to achieve their key goals without fiction
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Capitalise functionality— Searching, filtering and exploring
properties on the Rightmove app is very intuitive and takes advantage of the phones functionalities
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Capitalise functionality— Amazon allows customers to find items
by scanning their barcode, so to avoid typing on mobile
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Understand the context— My Kitchen Table app allows cooks with
dirty hands to use gesture recognition
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One-click interaction— Bus Guru app has a one-click function
to allow customers to find the nearest bus stop and next bus
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SELF-SERVICE EXPERIENCE PRINCIPLE #3
Instil confidence in the customer that they can achieve their goal on their own
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Educate and reassure— Lufthansa offers customers the
possibility to try a demo of their online and in-airport check-in functionality
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Make the first step easy to take— Elephant insurance call centre operators
set up self-servicing and walk the customer through it when they buy insurance over the phone
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Give an overview— PayPal provides a visual and easy-to-
understand overview of the steps needed to use their services
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SELF-SERVICE EXPERIENCE PRINCIPLE #4
Provide a human and personal touch
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Be personable— On the O2 website, the customer has
access to useful videos of friendly experts explaining how to use their mobile wallet
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Get personal— J.Crew personal stylist service responds
to the needs of busy customers
— All email addresses have a name, so the customer feels like they are talking to a person and not an automated service
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Lego went out of their way to provide a personal touch by digging up a discontinued set for a disappointed child who had saved up for two years
Above and beyond
http://www.adweek.com/adfreak/lego-shocks-11-year-old-boy-sending-him-discontinued-train-set-hed-always-wanted-145693
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Every day staff in the Ritz-Carlton hotel are briefed on each guest in order to tailor the experience according to their specific needs
Tailored service
http://beloved-brands.com/2012/10/25/ritz-carlton/
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Recognise the customer— Amazon call centre staff identify the
customer ahead of the call so that they address them by name and know about their specific needs
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Be friendly— The tone of voice of first direct’s
‘Contact us’ pages is very friendly and contributes to establish a human touch
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SELF-SERVICE EXPERIENCE PRINCIPLE #5
Create delight through small, unexpected touches
Self-service Experience Principles 01/09/13 Document File Name
Research shows that Autoglass® customers are pleasantly surprised to discover the technician will vacuum their vehicle after replacing their glass, as they do not expect it
Surprise your customer (in a good way)
http://www.u-boot.co.uk/baldockbardblog/wp-content/uploads/2012/06/Autoglass1.jpg
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Trust your customer— Ocado customers can ask for refunds on
defective goods easily online and get a full refund with no proof needed
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SELF-SERVICE EXPERIENCE PRINCIPLE #6
Carry the customer’s information across when they choose to switch channel or device
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Make conversations count— Trailfinders advisors record in-store
conversations with customers in a central digital system
— Any advisor talking to the same customer (in store or on the phone) will access those details, creating the impression of a consistent team serving the customer
http://bpconcepts.files.wordpress.com/2010/02/trailfinders.jpg
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Embrace multi-channel— John Lewis remembers the customer’s
favourites and previous searches across different channels (online and mobile)
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Provide a seamless experience— Evernote allows the customer to keep
notes on all their digital devices
— It constantly syncs between devices so that everything is up-to-date and works seamlessly when the customer chooses to switch device
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Self-service Experience Principles 01/09/13
Mara Protano
Senior Practitioner
THANK YOU!