People Get Ready

Hey People!

get ready!!

Hey People!

get ready!!

PHILLIP HUNTERPHILLIP@DESIGN-OUTLOUD.COM

PHILLIP HUNTER phillip@design-outloud.com

The Experience Economy

• What is good experience?

• How do you create it?

• How do you measure its impact?

PHILLIP HUNTER phillip@design-outloud.com

Good Experience is not

• A particular or more or better technology

• Constrained by channels, modalities, time, place, person, etc.

• Static or permanent

• Able to be fully, and maybe not mostly, controlled

PHILLIP HUNTER phillip@design-outloud.com

Warning Signs• Do you or does someone you know...

• Feel like you might not have a real strategy for your IVR service?

• Not recall the last time your company did a quality of service comparison of all customer channels side-by-side?

• Suspect your IVR policies might be anti-social?

• Believe that mobile, web, Twitter, and Facebook customer interactions have little or nothing to do with IVR?

PHILLIP HUNTER phillip@design-outloud.com

Warning Signs

• Do you or does someone you know...

• Think that “Intelligent IVR” is like Sasquatch, rumored but never seen?

• Get frustrated by the “lack of cooperation” when callers “zero out” of the IVR?

• Think that the word “design” mean flowcharts and functional specifications?

PHILLIP HUNTER phillip@design-outloud.com

Time to Move on

• Speech is the same as DTMF

• Personas must be used, but appropriately

• Both male and female voice talent is best

• “Natural language” won’t get everything

• Containment rates aren’t the right metric

PHILLIP HUNTER phillip@design-outloud.com

How did things get so bad?

• Our customers beat paths to our doors...

• Cost-focus made us decide we’d better put in moats, mazes, and potholes to keep them away

PHILLIP HUNTER phillip@design-outloud.com

But...

• Somehow they keep coming back...

• Even on the phone

• But they figured out how to tunnel under and parachute in.

PHILLIP HUNTER phillip@design-outloud.com

They can think?

• IVR tip sheets

• Direct numbers accessed

• Direct email addresses accessed

• Channel-switching

• Attention-seeking behaviors

• This is not going to stop.

PHILLIP HUNTER phillip@design-outloud.com

But this is an opportunity

• It’s not going to stop

• Embrace or be erased

PHILLIP HUNTER phillip@design-outloud.com

Experience is a Gas

• Expands to fill the space its given

• Pervasive across channels

• Transitory and fragile

PHILLIP HUNTER phillip@design-outloud.com

Experience is Electricity• Jumps to wherever it can move

and live

• Mobile transactions

• Open/new channels

• Powered by outside forces

• cloud data access

• increased savviness

PHILLIP HUNTER phillip@design-outloud.com

Tools are tools

• Technology connects things

• When connections are made, then things happen

• When the right things happen, we are all happy

PHILLIP HUNTER phillip@design-outloud.com

It’s not you, it’s you

• Demand strategies and assistance that make sense and are nimble

• But this is not a problem in search of technology

PHILLIP HUNTER phillip@design-outloud.com

Remember why we are here

• Companies and vendors still treat phone calls as something to deflect

• Faddish techno-think still rules

• Little evolution of IVR

• Designers have let marketers and cranks dominate the conversation

• Lots of negative press

• We fail to learn from history and others’ mistakes

• We ignored, and still do, the rapid growth of alternate channels

• We blindly adhere to “cost control”

• We ignore the vast opportunities that the phone channel allows (billions of touches and chances to impress a customer)

PHILLIP HUNTER phillip@design-outloud.com

Signs of Trouble• The dominant companies give lip-service to truly capable

enterprise IVR

• Rampant consolidation among poorly performing companies, and no one cares

• The use of CTI and other data sources are still not standard

• Stubborn and foolish independence abounds

• Silos remain firmly in place despite customer movements and new corollary channels

• Media coverage focused on bad experience, but no one does anything

• Many apps still sound and behave like its 1989

• Industry financial hardships before the economic crises

• Industry has not been turned to for additional savings in the economic crisis

PHILLIP HUNTER phillip@design-outloud.com

What are you gonna do?

• No, really, what are YOU going to do?

• Are we going to let “good experience” become another buzz phrase?

• Other areas are not

• Customers are not

PHILLIP HUNTER phillip@design-outloud.com

Broken Record time• We have to get serious about

cross-channel analysis and cooperation

• Silo-ed companies are falling by the wayside

• Companies that care about experience are seeing success

PHILLIP HUNTER phillip@design-outloud.com

Getting to the point

• Experience is the now and future

• It is harder and slippier than you think

• But you have to address what your customers are saying they are experiencing