Cross-Channel Experience

In my previous post, one of my highlights from the IA Summit had to do with the presentations and conversations about cross-channel customer experience.  As someone with a background and interest in Architecture, Industrial Design, Customer Support, and Web Design, the idea of designing across all the channels has always been of great interest and one I want to continue to explore and develop.

I created two diagrams (gotta have pictures, of course); one showing the different pieces that make up a total cross-channel experience and another showing how the different parts map to the different phases in the customer lifecycle.   My intent is that these diagrams can help give the concept of cross-channel experience some shape and context and serve as a reference for further discussion.

Below are first drafts of each diagram.  They’re in need of feedback and iteration so let me know what you think.

The Parts

(click diagram for a larger version)

The goal here is to understand the channels with which customers interact. All the slices of the pie combine to create the organization’s overall or total experience. (aka. the organization’s brand.) The “Align & Amplify” in the center is an effort to communicate the ideas that (1) the pieces need to be considered as a whole so they are all aligned and (2)  the relationships and transitions between the various channels can and should add additional value and an even greater experience. (The whole is greater that the sum of the parts.)

Questions:

1. What’s missing?
2. What touch-points come to mind that don’t fit well in any of these categories?
3. What questions come to mind?  What doesn’t make sense?

Mapping Channels Against the Customer Lifecycle

(click diagram for a larger version)

This diagram looks at the relationship between the channels and the customer lifecycle.  A hypothetical scenario illustrates how a customer moves through the stages of the lifecycle and how they might interact with various channels in each stage.

Questions:

1. Where does “Word of Mouth” fit as a channel?  It’s not something organizations have direct control over but it is one powerful way potential customers “interact” with an organization and the brand.  It could be included in web but not all of it fits there.
2. In “Customer Service” I’m including things like processes, policies, tech support, sales support, etc.    Does that category make sense?  Need a different label?
3. What other diagrams/concept maps have you seen that illustrate the concepts of cross-channel experience?

Thoughts?  Feedback?  Suggestions?

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