用户在各种渠道中与组织进行互动,包括网络,电子邮件,移动设备,信息亭,在线聊天以及访问物理位置​​(例如店面或服务中心)。具有多通道生态系统的任何组织都应该瞄准独立的频道交互坐标,以创建一个凝聚力,一贯customer experience.

Our user research on omnichannel user experience identified 5 key components of a successful omnichannel experience:

本文讨论了Omnichannel体验中的一致性。

The Importance of Consistency in the Omnichannel Experience

随着用户从频道移动到通道以完成特定任务或多个不同的任务随着时间的推移,他们接触到各种频道体验。这些渠道经验受到视觉设计,内容,语音和功能性的元素的影响。在每个频道上创造这些元素之间的一致性,提高了客户体验以及品牌形象。一致性的好处Omnichannel用户体验包括:

  • 熟悉和信心。A consistent experience sets expectations for future interactions with your organization and builds user confidence.
  • 可读性。Consistent experiences are more learnable for users who have interacted with your solutions on various other channels.
  • 效率。当考虑到设计和特性stent, customers can complete tasks faster and more efficiently on the channel of their choice in the context of their everyday lives.
  • 相信。用户渴望一致可以在渠道中提供一致经验的公司迅速获得用户的信任和建立信誉。

应该应用一致性的地方

在渠道生态系统上应应用一致的经验有3个主要领域。遍布所有3个要素的一致将创造一个整体的全文汉尼斯体验brandDNA通过客户旅程的每一个接触点编织。

  1. Core functionality.您实现一致性的努力应该是首先,最重要的是您的主要产品。问问自己有哪些功能和功能支持您的业务的生命线:客户需要完成的最常见和最重要的任务是什么?您的频道体验应最小支持每个频道的这些核心任务。

    It’s true that different channels have different capabilities, and some tasks may be optimally supported on one channel. However, we cannot assume that, because a channel is not ideal for a particular task, it will not be selected for that task. Some people may not have access to the optimal channel at a given moment in time — for example, although applying for jobs is best done on a desktop computer, a fairly big segment of the population does not own such as device.

    Beyond simply supporting the task, the core features and workflows should be consistent across all channels. A very similar interaction style on all different channels will be familiar, will strengthen the brand, and will offer users the opportunity to take advantage of any knowledge acquired in previous interactions with the company.

    从新加坡的银行,DBS获取旅行保险报价,在桌面上非常不同,在桌面上,用户在路由到3之前查看产品详细信息页面rdparty site to get a quote; on tablet, they can get a quote immediately, without even viewing product information.

    在DBS网站上,用户在获取报价之前导航到保险 - 产品页面,在那里他们可以在获得报价之前阅读策略。

    DBS平板电脑应用程序隐藏策略信息并将用户指向报价表单。

    After getting a quote through both channels, one test user commented, “Compared to the desktop this (the tablet) is much easier. But now the problem is that I don’t know what I’m being covered for. On the tablet, they give me the pricing right away. I had a hard time finding it on desktop. I had to dig for it.”

    为了阅读平板电脑应用程序上的保险单的信息,用户必须在“重点福利”部分中发现详细信息。

    Although consistency across channels is important, it’s vital for organizations to understand when it’s okay to compromise consistency in order to provide an appropriately optimized experience on each channel. In a future article, we will discuss the need for optimizing the experience for various devices and designing for the context of each devices’ role in the customer journey.

  2. Customer Data.对客户来说,你是一家公司。他们不会在组织这样的频道之间绘制分界线。因此,他们希望看到从一个通道移动到下一个频道的实时,一致和有效数据。在所有渠道中提供一致的信息意味着组织必须创建综合后端系统该分享并在飞行中更新数据。

    One study participant was a member of a meal-delivery subscription service. When she received the wrong ingredient in her most recent delivery, she called customer service to complain and also update her delivery schedule over the phone. The representative gave her a credit and adjusted her schedule. Following the phone call, she logged into her account to see whether the updates had been applied, and was frustrated when she did not see them in her online account. She called customer service again, and was assured that the information would be available the next day.
    这种跨渠道的数据连续性导致用户质疑组织的能力并强迫她添加了不必要的触点,以便已经有问题的旅程。人们不应预计人们将理解后端技术和流程的复杂性,以自信地与公司交易。

  3. 视觉设计。每个频道的一致视觉故事可以走很长的路,使一个组织出现扣除,统一,完全集成给客户。
    Nespresso Consistency
    Nespresso的视觉设计在每个频道上都是一致的,凝聚力:(1)桌面网站显示产品包装的图形。(2)移动应用程序使用与桌面上的咖啡盒的颜色调色板和图像相同。(3)订单确认电子邮件讲述了相同的视觉故事。(4)最后,当咖啡到达您的门口时,它看起来就像在客户旅程的每个接触点一样,一个完美的结局到视觉故事。

    Marriot Hotels'的视觉设计在频道上变化很大。跨频道的极端视觉不一致可能会发出不同的功能,流动或产品。他们可以使客户质疑差异的目的,最终反映品牌不佳。

    万豪桌面预订
    Marriott Hotels website booking experience

    Marriott酒店的平板电脑应用程序的预订流量与桌面网站不同的外观

Consistency: 1 of 5 Recommended Cross-Channel Components

随着公司和组织设计为更大的用户体验,重要的是考虑所有渠道的一致性。一致的经历创造相信在组织中。每个互动都是公司整体用户体验的一部分。如果用户体验跨渠道不一致,用户会质疑组织的可信度。

除了符合之外,跨通道体验必须是针对上下文进行了优化,seamless, orchestrated, and collaborative.

Our full day course onOmnichannel旅程和客户体验covers these recommended characteristics further.