Selling the Omni-Channel Journey.


It’s no surprise to me, or my friends and family, that I was declared a full on “Enthusiast” when I took the Enneagram. For those who don’t know the Enneagram can be seen as a set of nine distinct personality types, with each number on the Enneagram denoting one type. It is common to find a little of yourself in all nine of the types, although one of them should stand out as being closest to yourself. Diving deeper, the Enneagram Institute goes as far as to say the “Enthusiast” personality type gets excited about nearly everything

Unfortunately, this post is not all about me. I know bummer all the readers out there were collectively giving a sigh of relief. Rather, it’s the excitement I feel while getting people excited about potential improvements to their day to day experiences. According to Enneagram, it’s within the very threads of my personality to value a worthwhile experience

Our industry uses storytelling and user personas for our clients. User Personas for our clients to better understand a problem. We not only do this for our clients but we do this internally when we are looking on how to iterate on a workflow, process or problem. Yeah, that’s right folks, we eat our cake too.

Recently we created some proto-personas s to understand our future customer’s journey. We also wanted to know more about their challenges, motivations, and goals in order to better help them succeed.

Our team focuses on interactions and behaviors that users make on their journey. This is the micro level of user experience. There is also a higher, macro level of user experience, called the omnichannel user experience. Omnichannel user experience examines the whole customer journey through a shopping experience. It addresses the user’s transition across channels and their ability to proceed through various stages of the journey.

“Most important elements of the ideal
customer experience: Simple purchasing
processes: 47%.”

— The Economist Intelligence Unit, September 2014

Now, my task is set. How do I present the idea of an “Omnichannel Journey User Experience” to future customers? Even if you tried, you cannot put “that” into a box with evolving customer behaviors and expectations. The value we bring as a team is the value we bring as a team goes beyond enriching your customer’s experience. We do this by letting them take advantage of multiple devices while providing a consistent, cohesive and a familiar experience with whatever screen they are using.

I have found on my own journey through business development that it’s not about what stack your developers know or the design chops your team has but rather your team’s ability to solve unseen problems. I don’t want to belittle or deny the importance of the capabilities because they are hugely important. Did you read about Jim’s post about managing the data of +200,000 products. Well, maybe if you come from outside the computer science world like I do it sounds very complex.

We see billions of these micro-moments every day at Google, when people are saying, in essence, “I want to know,” “I want to go,” “I want to do,” and “I want to buy.”

-Lisa Gevelber at Google

There is the kicker, how do you approach a complicated problem? I would like to say “Yeah that’s easy, start with the problem you want to solve. Though I am guilty of saying this, it starts even before knowing the problem.Here is how we start: we ask a sh*t load of question. And then, we ask a shi*t load more

As I say to the kids at Network For Teaching Entrepreneurship don’t be scared of failing because it is going to happen and it’s going to happen a lot. In fact keep failing and learn from it. this means you are trying something new. We tell our clients, we are here to understand, so get ready because we like to dig deep. We want to inform and guide current and future customers of the idea of creating a holistic experience. We are not glued to one screen on our journey through a product, we’re looking much broader than one micro engagement.

Do you have a project that could benefit from omnichannel user experience? Tell us your Enneagram score because it’s crazy weird and interesting or just give us a shout out!

Until next time,

Justin Heuss

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