#Holistic #UX #Customers don’t think or interact along #channels

Business management does not reflect customer (users) activity

The management of a businesses online presence is broken up into various channels in order to simplify the management, responsibility and accountability for overall effectiveness and value. However customers (users) are unaware of these business rules and are only focused on their task or tasks, which will cut across several channels.

Holistic customer (user) experience is cross channel

Given the behaviour of customers (users) it is clear that effectual user experience is cross channel as well. This creates some problems for business, however with the advent of Agile, user stories it may be time for businesses to at last really focus on their customers (users) by changing their online management to reflect key user pathways rather than holding on to legacy notions of management.

Customer experience an example (not everything)

1. Engagement > 2. On boarding > 3. Payments > 4. Servicing > 5. Supporting > 6. Retention > 7. Up/Cross Selling

  1. Engagement – how the customer finds out about the company, where their expectations are set (also includes brand identification) and they self filter based upon personal tasks and objectives
  2. On boarding – agreement that the company provides the service required, through written and visual material, social media, personal recommendations, reviews, sign up routes
  3. Payments – payment or funding pathways related to e-commerce, m-commerce (including micro payments)
  4. Servicing – providing the goods or services, delivery and tracking
  5. Supporting – providing help and support both online and telephony (can complete servicing)
  6. Retention – managing potential loss of customers, analytics, advanced planning
  7. Up/Cross selling – data mining existing customers to up or cross sell other products and services to existing customers

For a customer this process can take hours, days, weeks, months or years and contains three key user experiences;

  1. A transaction (engagement, on boarding, payment, servicing, support)
  2. Customer relationship management (on boarding, payment, servicing, support, retention)
  3. Marketing (engagement, on boarding, retention, up/cross selling)

These experiences cross relate as can be seen by their components.

Managing the web in a holistic manner reduces risk and lowers cost

The problem remains at present that the customers (users) experience is supported by multiple sub-systems with owners and their own agendas.

Digital channel management costs a huge amount of time and money and creates a great deal of risk that valuable customer activity will become secondary to internal politics

There needs to be an importance given to the customers overall experience and the need to join it up in terms of user experience, visual appearance and standard interactions across multiple platforms and systems.

Related

 

Tagged : / / / / / / / / / / / / / / / / / / / / /

6 ways to keep your #identity #secure #online

Think about what your doing, security is a choice

I have been using the Internet for years in fact long before the world wide web became available but one thing has always mystified me;

Why do people willingly give away so much private, valuable and dangerous information about themselves?

Going back to a pre-web example, I realized years ago, in my teens that my signature was valuable, it may have been while forging my mothers on a school sick note. But the knowledge of that essential truth made me have different signatures for different purposes, government documents, cheques, membership forms etc all have different levels of importance and risk.

And because of my experiences I have taken this kind of thinking into the digital realm

1. Don’t always use your full or real name

I know some websites require your real name but unless you need to make a payment you could spell it in a different way, add middle names or initials other than those on your birth certificate.

2. Don’t supply your real date of birth

Most websites will never do anything with this information apart from market stuff at you. If this makes you feel weird make your self older than you are, plus or minus two years works well, but change your day and month too.

3. Don’t provide your real address

Some websites require this for their security, put some typos in on purpose, add an A or B to your building, but remember them and use them consistently across the web (as there is a look up database). If your buying things you’ll need your correct address and postcode for 3d secure card security.

4. Don’t supply your real town of birth

Give your best friends or partners town, this is usually a really important banking security question, so any answer you can remember is relevant (usable security).

5. Don’t provide real bio metric information including pictures

Don’t use pictures that can be used to create identification documents, have your head turned  to one side or the other, also be taller or shorter, just don’t give very accurate information.

6. Don’t supply extra information

If it’s not required (if a good design indicated by an asterisk), give the bare minimum to get access.

Why does the security of your online identity matter at all?

Well in the simplest form all anyone needs is three key identifiers;

  • your name
  • your date of birth
  • your town of birth

and they can get a copy of your birth certificate totally legally in the United Kingdom.

Once they have your birth certificate they can apply for other forms of identification and then start spending your credit value.

Another useful thing from this type of attitude to supplying information is to find out which companies are selling your data and then decide if you still want to deal with them.

Never provide any information to someone who messages you online on on the phone, if they called you they already know who you are, if your interested to communicate don’t use any link or numbers they give you look up the company independently and call them through their switchboard.

And finally;

careless information costs billions, no matter how secure a company says it is always assume they will be hacked at some point either electronically or by a staff member

Tagged : / / / / / / / / / / /