BRINGING PEOPLE AND TECHNOLOGY TOGETHER: DESIGNING FOR OMNICHANNEL

© 2002-2014 Nuance Communications Limited. All rights reserved.

Delivering on the “omnichannel” promise.

Seb Reeve - EMEA Strategy Director, Nuance

© 2002-2014 Nuance Communications Limited, All rights reserved.


Self-service solutions that

- recognize customers

- understand what they want

- use natural, conversational interfaces to get things done

- analyse biometric data and other context to combat fraud

Enterprise customer solutionsCustomer service, intelligently delivered

Fast, accurate, intelligent

Anytime, anywhere


Behaviour

Motivation

Design


Technology has become anintegral part

of our daily lives…







Behaviour.


© 2002-2014 Nuance Communications Limited, All rights reserved.› Source: Caroline McSwain (http://carolinemcswain.wordpress.com/2010/10/25/the-internet-a-student%E2%80%99s-greatest-asset-or-worst-distraction/)

Talking

on phone

Surfing

the web?

Watching

television

Reading a

magazine

Listening

to music

Texting

a friend


Consumer device switching……even to complete a single task

Planning travel Shopping online Managing finances

Started on a PC 58% 59% 63%

Continued on a smartphone 41% 42% 45%

Continued on a tablet 44% 33% 33%

Continued on another device 21% 11% 15%

Base: US Online Adults (18+) who have 3 or more devices and started the specified activity on one device then continued it on another;†US Online Adults (18+) who have 3+ devices and started the specified activity on a PC then continued it on another

*Devices include PC (desktop or laptop), tablet, HDTV, or smartphone; Respondents can select using the same type of device they started withSource: North American Technographics Devices and Telecom Online Benchmark Recontact Survey, 2013


Has anyone read this book?

– On average, 58% of phone calls originated from customers on your website.

– ⅓ of callers still on web at same time as calling you.

– Customers forced to channel switch are 10% less loyal.

– “It’s not getting them to use self-service – it’s about getting then to stay.”

From the authors of the Customer Effort Score…


Motivation.Strategic objectives for digital programmes

Creating new business or

tapping new profit pools

31%

Building competitive

advantage in an existing business

46%

Shoring up an existing business and keeping pace with competitors

12%

Cutting costs to improve operating margins

11%

June 2014: The digital tipping point: McKinsey Global Survey results, n=850

http://www.mckinsey.com/insights/business_technology/The_digital_tipping_point_McKinsey_Global_Survey_results?cid=DigitalEdge-eml-alt-mip-mck-oth-1406


Design.Usability vs. Coherence

coherentkə(ʊ)ˈhɪər(ə)nt

adjective

1. logical and consistent.

2. forming a unified whole.


Objectives.

Coherent?

Usable?


UX challenges driving our focus.Areas of focus for usable and coherent service across channels & devices

Simplifiedyet granular

navigation getsusers where theywant to go in as

few steps possible.

Navigate

Using Biometricsto improve

convenience andsecurity of

authentication

Authenticate

Conversationaldialog helps

users completetransactions

by guiding themnaturally

Transact

High-accuracyknowledge mining

that deliversAnswers, not just

search results

AnswerNatural

Conversational

Precise

Secure

Using context to seamlessly escalate

to an appropriate

resource

Escalate

Contextual


Barclays to offer voice recognitionBritish bank hopes technology can save customers time

on phone proving identity

Memorising multiple passwords to access your bank

account over the telephone may soon be a thing of the

past, at least for Barclays customers.

Ashok Vaswani, chief executive of Barclays personal and

corporate banking, told The Sunday Telegraph the new

system reduced the time it takes customers to verify

their identity from 90 seconds to less than 10 seconds.

“It’s foolproof,” he said in an interview. “You don’t get

fraud, and you don’t annoy the customers by asking

them to identify themselves with security.”

21st June 2014


"There will be a day when typing on keyboards or with thumbs on

mobile devices will come to a close," says Patrick Doyle, CEO at

Domino's, which has 10,900 stores in 70 world markets. "We want to

be the ones who continue to advance the technology experience.”

For several years, Brandon says, Domino's had been upgrading

the brand. "We fixed the pizza. We fixed the menu. Next: How do we

upgrade the technology?"

Domino's app lets you

voice-order pizza

Domino's current mobile app is its fastest-growing ordering vehicle,

now at about 18% of sales.

meet Dom!

17th June 2014


Putting it all together…Seamless experiences require a continuity of memory and experience across touchpoints.

Source: See Forrester’s September 19, 2013 report “Build Seamless Experiences Now”

Capture customer activities with

content and content state

Start with the customer’s identity,

profile, and preferences

Preserve session and history

to resume the experience




Seamless experiences.

– Solve the UX challenges on the touchpoints you have.

– e.g. Navigation, authentication, providing answers,

transacting and escalating seamlessly when needed

– Drive short-term benefit on those primary touchpoints.

– e.g. Biometric authentication in Voice: IVR or contact centre

– Design upfront for the desired experience across channels.

– e.g. Extending biometrics to mobile and web for consistency

An ongoing journey with many different paths

Business

BRINGING PEOPLE AND TECHNOLOGY TOGETHER: DESIGNING FOR OMNICHANNEL