designing self-service experiences
TRANSCRIPT
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Designing self-
service experiences
Maish Nichani (@maish)
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Agenda
I want to turn your attention to a growing industry that has big
implications for business and society—self-service.
Although the industry is growing, it lacks in direction and execution.
Self-service embodies everything we do as UX designers and
more.
I call on you, UX designers, to grab this opportunity and bring
about positive change to this industry.
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About
self-service
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Long time ago
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Today
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Tomorrow
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Websites
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Chatbots
Emma - Mortgage chatbot DoNotPay - Robot lawyer
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Why self-service?
Why now?
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Scalable customer value
proposition
Digital technologies
Business operations
Scalable support services
DIGITAL
TRANSFORMATION
It’s business reality
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I need to...
Get more info
Get stuff done
Solve problems
Always a need for services
Demand drivers
The reasons people reach
out to your company.
Self-service
Websites
Apps
Virtual assistants
Help centre
IVR
Kiosks
...
Assisted service
Walk-in
Snail mail
Phone
Social
Live chat
...
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Shifting left is good for business
Self-service Level 1
(simple)
Level 2
(complex)
Level 3
(troubleshooting)
Shift left
$4 $10+$0.5 $6
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Customers want it
“90 percent of all consumers expect
a brand or organization to offer a
self-service support portal or
frequently asked questions (FAQ)
page.”
- Microsoft: Global State of Multichannel
Customer Service Report, January
2016.
“Use of help or FAQs on a
company’s website increased from
67% in 2012 to 81% in 2015 among
US online adults.”
- Forrester Research, January 2016.
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We have a long way to go
Gerry McGovern’s 2016 Confab presentation
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Designers can help
Customer
experience
Business
operations
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5 design
principles
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The wager!
“Using design to
solve service
problems, humph!
Prove it. Show me a
7% reduction in call
volumes in 3
months.”Contact centre
manager at a bank
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Framework
No longer useful?
Retire it.
Product
developmentKnowledge
base
Create,
optimise,
or reuse
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5 design principles
Know the
customer
Aim to resolve
effortlessly
Don’t close
doors
Keep
improving
Mirror demand
efficiently
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Know the customer
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“I cannot withdraw money
from ATM card even
when I have money in my
account. It tells me that I
exceeded the withdrawal
limit but I did not
withdraw any money
today.”
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Distance yourself from the
marketing people.
They will:
● Tell you about happy
customers
● Focus on loyalty opportunities
● Try to cross-sell and upsell
● Focus on delighting ALL
customers (oh my!)
To know your self-service customer
Hangout with folks from the
contact centre.
They will:
● Tell you about unhappy
customers
● Describe the real problems
people face
● Tell you about shortcuts and
undocumented answers
● Focus on resolving TOP
TASKS
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Who Banking account holders
Thoughts “Why is this happening to me? Did I
do something wrong? What will
happen to my other payments?”
Feelings Anxious, scared and a bit angry.
Expectation
s
“You are the expert. Surely, you can
help me out here. I want an answer.
NOW.”
Think about their expectations
First contact resolution
(FCR)
Solving the issue the first
time around.
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Think about their digital savviness
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Mirror demand
efficiently
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Kathy Sierra: Making Users Awesome
Business reality
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The demand curve
Dem
an
d
Time
Campaigns, new
product
launches...
Knowledge
base
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Which requests?
Get more info
Get stuff done
Solve problems
Knowledge
base
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Aim to resolve
effortlessly
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Effortless resolution > delight
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Effortless resolution is...
Easy to find
and access
Simple and quick
to understand
Gets the job done,
completely
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Resolution journey
Trigger Google Homepage Support site Agent
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What is DBS swift code?
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What is DBS swift code?
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What is DBS swift code?
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What is DBS swift code?
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NOT like this
How to redirect mail to new address
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Don’t close
doors
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Resolution journey
Trigger Google Homepage Support site Agent
Escalation
Handing off to an agent.
Escalation
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Escalation workflow
Gather case
history
Call in
Call
back
Visit
Chat
Create,
update,
optimise
Knowledge
base
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Call back
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Keep improving
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Systems
approach to
measurement
Knowlege
base
Customer
Contact
centre
Content
creator
Content
quality
Use and
satisfactio
n
Improvement
opportunities
Knowledge
gapAwareness
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Goals, signals, metrics
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5 design principles
Know the
customer
Aim to resolve
effortlessly
Don’t close
doors
Keep
improving
Mirror demand
efficiently
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Summary
● The big mantra today is “digital transformation”.
● Self-service is a natural requirement in this change.
● However, self-service is not living up to its promise.
● UX designers can help turns this around by addressing both
sides of the challenge: customer experience and business
operations.
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Thank you