e-service
Eric ReissUX London
15 June 2009London, UK
If you want it done right,do it yourself
Four things you need to know...I am passionate about service (I will rant)I am pissed off at British AirwaysI am pissed off at eBayI am pissed off at Wine.comI will present three 100% unbiased cases:
British AirwayseBayWine.com
Four things you need to know...I am passionate about service (I will rant)I am pissed off at British AirwaysI am pissed off at eBayI am pissed off at Wine.comI will present three 100% unbiased cases:
British AirwayseBayWine.com
So, is service design relevant for UX professionals?
Rant #1 ...
Service is 100% about user experience
UX is not 100% about service
H.L. Mencken
Editor: The American Mercury
Author: “Americana”
(the first blogger?)
We are constantly applyingold techniques to new technologies
George Santayana
“Those who cannot rememberthe past are condemned
to repeat it.”
Let’s start with a definition ...
“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –
the feeling that a product or servicehas met expectations.”
“Customer service is a series ofactivities designed to enhancethe level of customer satisfaction –
the feeling that a product or servicehas met expectations.”
Turban and King, 2002
met ExceededDid not meet
SatisfiedDissatisfied
Loya
lty
Satisfaction
90%
“Hockey-stick” satisfaction
“We have an83% customer
satisfaction rating!”
7 6 5 4 3 2 1
100% 83% 66.4% 49.9% 33.3% 16.6% 0%
“Here at NN/g,customer satisfaction is
83% irrelevant!”
Not Somewhat Very CompletelySatisfied Satisfied Satisfied Satisfied Satisfied
1 2 3 4 5
Your competitors are only a click away. This stuff is important.
Long before we had Jakob
we had a whole different set of gurus...
John Tschohl
Karl Albrecht
Ron Zemke
Philip B. Crosby
Ray Considine
(me)
So, what can we learn?
Lesson #1
Service management is a process, not a program.
And it’s NOT a buzzword!
Marketing alert!
Marketing alert!
Why I no longer fly British Airways
Fact: luggage lost 11 out of 12 flights
And when they don’t lose baggage...
Why I no longer fly British Airways
Fact: luggage damaged 3 out of 12 flights
There are 15 brand touchpoints
Source: Davis and Dunn, 2002
BA touchpointsIn the air
BA touchpointsIn the airOn the ground
Source: British Airways
(Spin)
Source: Flickr
(Reality)
BA touchpointsIn the airOn the groundThrough correspondence (e-mail and snail-mail)
BA touchpointsIn the airOn the groundThrough correspondence (e-mail and snail-mail)In cyberspace
• No Mac
• No AOL
• No dial-up
• 24-hour limit
“Apple doesn’t support our technology.”
“We are IE compatible, the world’s leading browser.”
“Your system is outdated.”
“I don’t make the rules.”
Lesson #2
Unhappy customers are dangerous
Lesson #3
Service happens at the moment of experience.
It is not a thing, it’s a perception.
WhenWhere
Moment of truth Moment of truth
“We have 50,000moments of trutheach day”
Jan CarlzonCEO, SAS1981 - 1994
Fact: eBay has millions of on-line visitors each dayAmazon has millions of on-line visitors each day
Yahoo has millions of on-line visitors each dayMSN has millions of on-line visitors each day
FatDUX has dozens of on-line visitors each day
Lesson #3
When moments of truth go unmanaged,quality of service regresses to mediocrity
Carpe diem
Elizabeth I(queen with dry feet)
Walter Raleigh(subject)
Cloak(expensive)
Mud(wet and dirty)
So, what is a service?
An intangible event that helps us achieve something.
(and you heard it here first – a UX London Unique Event )®
Question: what do these services have in common?
(Well, not Paul and Bette...)
Today, we’re doing them ourselves!
10 reasons services aretougher to manage than products1. A service is first “produced” at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery
of the service, the less likely it is that he or she will be satisfied.
Source: Albrecht and Zemke, 1985
Heavy can(on top)
Fragile items(at bottom)
10 reasons services aretougher to manage than products1. A service is first “produced” at the moment of delivery.2. It cannot be centrally produced, inspected, or warehoused. 3. The “product” cannot be demonstrated. You cannot send a sample.4. There is nothing tangible. The experience represents the value.5. The experience cannot be sold or passed on.6. If the service sucks, it cannot be recalled.7. Quality assurance need to happen before production.8. Delivery requires some interaction between the buyer and seller.9. Expectations are directly related to the degree of satisfaction.10. The more people the customer must encounter during the delivery
of the service, the less likely it is that he or she will be satisfied.
Source: Albrecht and Zemke, 1985
and the Dead Password
313029282726
25242322212019
18171615141312
11109876.5
4321
SatFriThuWedTueMonSun
March 2006
Discoverproblem.
Write eBay
AutoreplyeBay.com
AutoreplyeBay.co.uk.
Reply.
Info requesteBay.de
(in German)Reply.
Info requesteBay.de.
Reply(in German)
AutoreplyeBay.com
Info requesteBay.co.uk.
Reply
AutoreplyeBay.com
Personal noteeBay.co.uk.
Reply
Password resetnotificationeBay.com
Problemsolved
Write eBay.com
again
Interaction? Bah! Humbug!
A presentation postscript...Thirty seconds after I finished this talk, I was approached by no fewer than three eBay representatives. They immediately contacted their development team in California who worked throughout the night (on a Sunday no less).
Within 12 hours, they had fixed the basic problems.
Hats off to the eBay team!
(now they just need to fix things both ways – more in a moment)
There are only three basic types of service
Help
Enhance
Fix
“Beam me up, Scotty.”
Help
I need you to help me...do somethingunderstand somethingavoid the horrible “Browser Monster”
I won’t tell you that I need you to...make my life easierstroke my egomake me feel wanted
“Milk ANDcookies!”
Enhance
Ooh! You just gave me...a useful contextual linka happy surprisean unexpected benefita better experience
(We’re just now figuring out how to do this)
“The doggoneprinter atemy homework!”
Fix
Please...sort out my problemkeep it simpledon’t waste my timekeep me out of trouble
Caveat #1
We don’t always understand the true pain points
Case #1Heathrow Airport
1984/1985
1. Care and concern
2. Spontaneity
3. Problem solving
4. Recoverability
“We want your frontline people to be authorized to think.”
“Does anybody make an effort to offset the negative effects of a screwup?”
Source: Don Porter
Caveat #2
Beware of the easily measurable metrics...
1. Care and concern
2. Spontaneity
3. Problem solving
4. Recoverability
5. Flying on time
“We want your frontline people to be authorized to think.”
“Does anybody make an effort to offset the negative effects of a screwup?”
Source: Don Porter, BA
Caveat #3
Make sure you’re really adding value
Processes
People
Processes
Technologies
Caveat #4
Encourage feedback
Caveat #5
Fix everything two ways
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
Sources: Paco Underhill, Eric Reiss
Off-line On-lineCEM
Customer Experience Management
Case #3
Wine.com
“A hangover in cyberspace”
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
If we do not demand good service, we will never receive it.
Don’t just prevent bad things from happening,you can make wonderful things happen.
Thanks!
Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]
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