Onmichannel Service for Diverse Customer Bases Session: 303. Who are We

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2 Onmichannel Service for Diverse Customer Bases Session: 303 Who are We Marie DiRuzza Director, IT Service & Support Worcester Polytechnic Institute Chris Chagnon ITSM Application & Web Developer Worcester Polytechnic Institute

3 About WPI Worcester Polytechnic Institute (WPI) Founded in 1865 Located in Worcester, MA (40 minutes west of Boston) 4400 Undergraduates, 2100 Graduate Students Project Based Curriculum Focus on combining Theory & Practice #1 School for Combining Research and Teaching (WSJ) Agenda Definitions & Terminology Why Omnichannel Support? Getting Started

4 Definitions & Terminology Support / Service Delivery Channel A Medium for Interaction or Communication between a Customer and an Organization Bidirectional Channels Support two-way interactions Physical Channels Talking In-Person, by phone Unidirectional Channels One-way communication Digital Channels Websites, Apps, texts, Social media, Chat, . Definitions & Terminology Single Channel Multichannel Omnichannel Customer can call Organization Customer Can Call or but gets different groups Customer Can use tons of methods and gets a service desk

5 Why Omnichannel Service? Universal Access & Accessibility Consistency Customer Experience Customers won't know where to go Customers shouldn t need to know where to go Experience vs Transaction Digital Natives In Workforce The Internet There's an app for that Appification of everything. People want Options (even if they never use them) Why Omnichannel Service? Challenges at WPI Technology Early Adopters Socials: Reddit / Twitter / Apps Devices: IoT / Robots / Soda / Drones / Laundry Technology Laggards High Expectations for quality, availability and experience for Consistency Increasing Demand With the same (or less) resources TLDR Attitude

6 Why Omnichannel Service? Supporting A Global, Diverse, Workforce at WPI All Ages Ages 8 to 108 Broad Spectrum of Technology Use and Experience Global Organization Project centers around the world. Userbase, also around the world. Intersectional Many Cultures represented among faculty, staff, and students Different Degrees / Experiences / Backgrounds Getting Started Some No-Nos in Omnichannel Adopting a channel as a funnel to another channel

7 Getting Started Some No-Nos in Omnichannel Adopting a new channel because it is trendy without a strategy forgetting about it not Understanding it (or how to use it) to pander Getting Started Personas What is a Persona? Fictional characters that represent different users or stakeholders. A way to model, summarize, communicate or represent a user. Usually based on (field) research. What Does a persona Look Like? No set template. The internet is full of ideas. (Not all ideas are good ideas).

8 Getting Started Customer Journey Mapping Touch points User Us Getting Started Customer Journey Mapping Us User

9 KEY TAKEAWAYS I don't know who you are. I don't know what you want. If you are looking for ransom I can tell you I don't have money, but what I do have are a very particular set of skills. Skills I have acquired over a very long career. Skills that make me a nightmare for people like you. If you fix my computer now that'll be the end of it. I will not look for you, I will not pursue you, but if you don't, I will look for you, I will find you and I will call you. -Your Users, Probably KEY TAKEAWAYS Users Will find you{r support Methods}. use multiple methods for support. vary between support methods. You Should {try to} offer the same services and support regardless of channel. create some Personas and Customer Journey Maps. track touchpoints.

10 KEY TAKEAWAYS Toolkit {TODO} Insert Hyperlink to Digital Toolkit {TODO} Insert Packet Handout Contents

11 UXToolkit Empathy Mapping Think Feel Empathy mapping can be used to help experience a user s point of view. This tool helps you advocate for your users by understanding their unique point of view. Goals User Do Say U DM User Experience & Decision Making Lab uxdm.wpi.edu uxdm@wpi.edu Copyright 2018 by UXDM WPI All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

12 UXToolkit Personas User Name Age Location Relationships (Family Status, Marriage, etc. ) Career & Background (Job, Salary, Education) Personas extend the knowledge we have gathered in creating an empathy map and help understand out users motivations, goals, habits, and frustrations. A great persona is based on interviews, and research. When we generate an ad-hoc persona this is called a Proto-persona. Motivations / Interests Frustrations A persona can be used to re-frame questions and to inform / create user stories. Goals U DM User Experience & Decision Making Lab uxdm.wpi.edu uxdm@wpi.edu Copyright 2018 by UXDM WPI All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

13 UXToolkit Channel Mapping Channel Connect Target Channel Center / Organization Name Type Direction Type Direction Physical Bidirectional Physical Bidirectional Digital Unidirectional Digital Unidirectional Channel Center / Organization Name Type Direction Type Direction Physical Bidirectional Physical Bidirectional Digital Unidirectional Digital Unidirectional Channel Center / Organization Name TYPE DIRECTION Type Direction PHYSICAL BIDIRECTIONAL Physical Bidirectional DIGITAL UNIDIRECTIONAL Digital Unidirectional U DM User Experience & Decision Making Lab uxdm.wpi.edu uxdm@wpi.edu Copyright 2018 by UXDM WPI All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

14 UXToolkit Customer Journey Mapping Scenario Start Touch Points 1 Goals Opportunities 5 End U DM User Experience & Decision Making Lab uxdm.wpi.edu uxdm@wpi.edu Copyright 2018 by UXDM WPI All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.