Hybrid Conf: The cross-channel experience

Hybrid Conf: The cross-channel experience

The cross-channel experience presented by Nick Finck (@nickf) at HybridConf 2013. Nick discussed the importance of creating a unified user experience across all channels and provided 2 great examples. Here's what I learned from his talk.

  • 90% of businesses say the cross channel experience is critical to the business's success.
  • 70% of the US research online before they buy products offline.
  • 65% of search visitors are looking for more information on something seen on another channel, such as a TV advert.
  • 53% of mobile searches on Bing have local intent.
  • There are 3 touch points:
    • Static - Designed once and shipped, such as the physical devices iPad and newspapers.
    • Interactive - Things you can engage with such as websites, tweeting and mobile applications.
    • Human - Interacting with a physical person, perhaps in a store, a taxi or over the phone.
  • Customers do not think in channels, failure in any single channel can cost a sale.

Follow the methods

  • Observe how customers use your product, watch them first hand.
    • A survey is no replacement to watching, you cannot ask questions about things you do not know.
  • Know the context of use.
  • Pay attention to detail.
  • Look for hacks, if people write plugins to use something then why didn't you include it?
  • Follow the whole engagement, don't just watch the app, how did they download it, install it?

You have many tools

  • Audience, people there to experience it.
  • On stage, what is being put out for people to see, what's the experience of the packaging.
  • Backstage, things which are not exposed to the customer, the back store of a shop.
  • Support, processes and systems.

Example 1: Using Uber when needing a lift to the airport.

  • 1. Visit the website to sign up
  • 2. Download, install and use the application which allows you to see the vehicle coming towards you on a map.
  • 3. A vehicle turns up quickly (in this instance within 8 minutes) along with the driver.
  • 4. Payment is processed through the app and an invoice is sent via email.
  • 5. You can then rate the driver and they can rate you.
  • 6. Website provides logs of your journey.

In this instance Uber provides a great cross channel experience linking the website, application and driver. Removing as many concerns as possible such as easy payment and auditing.

Example 2: Using REI to purchase a mountain bike

  • 1. Visit the website to research bikes, finish by choosing the pickup in store button.
    • This is really important for this type of product and a prime example of thinking about cross channel.
    • Automatically locates the closest store with the product in stock.
  • 2. In store a staff members asks questions and offers suggestions pointing towards another bike.
  • 3. Outside the store is a custom made bike trail to provide customers with a realistic testing experience.

In this instance REI understood cross channel providing the pickup in store button and creating a realistic test area to get your more comfortable with the product.

  • Implementing cross channel can be very difficult, you must tear down internal walls and sell the ideas through examples.
  • Learn to work live a hive, share information between everyone.
  • Developers can, and should talk to in store staff.
  • Unify all user experiences.
Nick Finck presents the cross-channel experience
Nick Finck presents the cross-channel experience.