Full
Channel-Experience Evaluation
Issue addressed “Our customers' full brand experience of our e-business is much more than what happens when they navigate through our site. Are there any problems that should be addressed?"
Your challenge: Identify other places that may be driving customers away
Often, usability and user-experience design and evaluation starts and stops at an Internet site's user interface.
But your customers' perception of your product, and your company, is based on a multitude of other experiences that accompany your online product. Many of these experiences are critical to your site's effectiveness at driving business. Usually, these experiences are not evaluated within the context in which they are actually experienced by your customers.
The full channel-expereince evaluation I conduct examines end-users' experience of a wide set of customer touch-points on key scenarios that they encounter during site-usage. These include:
- Integration of multiple marketing vehicles (store-front, mailings, e-mail campaigns, banner ads, print, radio & TV ads) with the online product
- Effectiveness of the online selling cycle (engage, inform, educate...)
- Effectiveness of relationship-building methods, including personalization
- Security concerns and policies
- Privacy policies and intrusiveness concerns
- Product delivery policies and pricing
- Product delivery/fulfillment
- Order tracking
- Online and call-center product service/support
- Account inquiry and settlement
Using various analyst- and end-user based methods, I evaluate the effectiveness of the multiple-channel experience of your product. I use scenario-based methods to study your customers' reactions and behaviors as they would actually use your product in the real-world.
Where real-life fulfillment (e.g., service or product delivery) must be evaluated, I use scientific research techniques to ensure that the data used to assess your processes is not based on a single isolated occurrence.
Last update: May 07, 2002
(c) 2002 Don Hameluck Usability Consulting Inc.
