Issue 19 | February 2008
Four wonders of the web
Using analytics to reveal the secrets of the Internet.
Studying the silver surfers
Foviance's research into how the over 60s use the web.
Usability vs accessibility: resolving the conflict
What should you do when usability and accessibility clash?
Accelerating Contextual Inquiry
Reducing the time needed for ethnographic research.
Swimming the channels
The customer's perspective of multi-channel is often different to the client's.
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Tel: +44 (0) 8450 546 500
Swimming the channels
Customers move between different channels at their convenience. What begins as a shopping trip on the high street could end with a sale closed online. From a customer's point of view, everything the company does (or fails to do) is part of the experience. If there's a queue on the phone lines, it could leave customers frustrated with the entire company, even if the experience in-store and online is exceptionally good. The lesson is clear: companies must offer a consistent and satisfying experience across all their channels, from the customer's initial interest through to the end of the transaction. At a time when the web provides near-perfect price information and few customers are brand-loyal, companies will be judged and differentiated on the experience they offer.
The web makes it easy to measure customer behaviour, but many web usability testing techniques apply equally to other channels. We helped a consumer electronics company by getting people to unpack deliveries in our lab. It was easy to see how customers would respond to the packaging and instructions and it illuminated part of the customer experience that normally takes place behind closed doors. We've helped financial services providers to understand their applications process, by asking customers to apply for mortgages in our lab and then complete the paperwork that would normally arrive a week later. We've also conducted research in-store and at the customers' homes to find out how they use different channels and services and how satisfied they are.
In the past, companies have typically measured performance using operational metrics, such as the length of a call, which reflects its cost. But to improve customer experience, they must instead evaluate the experience customers receive, which could mean checking that service agents follow a consistent script or making sure that deliveries are on time. The key is to find out what influences the customer's decision to use a particular company or channel, and making sure they are satisfied with the whole process. Having a perfect website won't mean a thing if the delivery's late, or the driver leaves muddy
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