{"id":387,"date":"2015-06-19T14:24:03","date_gmt":"2015-06-19T14:24:03","guid":{"rendered":"http:\/\/redonkmarketing.com\/blog\/?p=387"},"modified":"2015-07-16T21:34:53","modified_gmt":"2015-07-16T21:34:53","slug":"ligers-and-tigons-in-an-omnichannel-world","status":"publish","type":"post","link":"https:\/\/redonkmarketing.com\/blog\/ligers-and-tigons-in-an-omnichannel-world\/","title":{"rendered":"Ligers and tigons in an omnichannel world"},"content":{"rendered":"

I had never heard of a Liger until Napoleon Dynamite professed his fascination.\u00a0“It’s pretty much my favorite animal. It’s like a lion and a tiger mixed…\u00a0bred for its skills in magic.” \u2013Napoleon Dynamite<\/p>\n

So I did some reading. And it\u2019s real. Well, it\u2019s not real in nature, but we can argue values and ethics in another post. A liger is a cross between a male lion and a female tiger. (A Tigon is the opposite, a cross between a lioness and male tiger.) Ligers are massive cats \u2013 usually larger than a male lion \u2013 standing 12 feet tall, and weighing half a ton. Some myths even suggest they never stop growing!<\/p>\n

What does this hybrid animal have to do with UX? Everything. Not only do we find ourselves surrounded by hybrids in this digital jungle (designers turned UX gurus, print peeps converted to interactive leaders, IT turned into marketers) but the way customers interact with the brand is also a hybrid of online, in-store and word of mouth. We are trying to understand this hybrid creature and what they need.<\/p>\n

The omnichannel customer<\/strong><\/h2>\n

For so long we have focused on an online user\u2019s needs as something different from an in-store customer\u2019s needs. The line between these two species is being blurred. We have to consider what an online + brick-and-mortar customer needs. Inspired by Ligers, I\u2019ll call them eComortar<\/strong> customers (otherwise known as omnichannel). Disney teamed up with Foresee<\/a> to get a feel for these eComortar<\/strong> beasts. They found a sizable overlap of their online and in-store customers. When asked, these customers want to be able to purchase online while in the store. Crazy!<\/p>\n

The omnichannel experience<\/strong><\/h2>\n

eComortar<\/strong> customers want to be omni-delighted. The Container Store has an amazing click-and-pick-up model that does just that. The customer orders online and picks up at a store. But it doesn\u2019t stop there. The Container Store has an option for you to call ahead and they\u2019ll bring it to your car when you park in the assigned space. Or come in, ring the bell and have an expedited pick-up at a clearly designated register. eComortar customers eat this up. We\u2019ve seen it work for ages in the takeout food industry.<\/p>\n

The omnichannel dilemma<\/strong><\/h2>\n

Companies are catching on to their customers\u2019 new identities and the journeys they have with the brand. We can\u2019t ignore this species. But how do we track their paths to better anticipate their behaviors? Journey mapping my friends, journey mapping. It helps tell the story of the customer\u2019s experience from initial discovery to evangelism throughout their journey across channels.<\/p>\n

    \n
  • Walk a mile:<\/em><\/strong> By plotting actions, feelings and thoughts, you form a better holistic view of the steps your customers take to make decisions and can anticipate their behaviors and needs.<\/li>\n
  • Feel their pain:<\/em><\/strong> You can pinpoint motivations and moments of truth, as well as understand where friction gets in the way, to better message to them and solve their needs.<\/li>\n
  • Mind the gap:<\/em><\/strong> You see where your organization is failing and pinpoint areas of opportunity to close gaps, from devices and channels to organizational structure and departments.<\/li>\n
  • Manage up<\/em><\/strong>: <\/em>It helps tell a more effective story to executives, highlighting the issues and opportunities around customers\u2019 interactions and expectations of the brand.<\/li>\n
  • Keep it close.<\/em><\/strong> Journey maps should be living documents \u2013 don\u2019t just file away. Keep them in sight and check back with customers a couple times a year to monitor progress and spot trends.<\/li>\n<\/ul>\n

    After you have a brilliant map to display, your teams can work to identify the lists of challenges and opportunities. <\/em>Then brainstorm on solutions that can help transform the customer experience across channels. From there, implementation and testing can further refine if you\u2019re on the right track.<\/p>\n

    And tigons\u2026<\/strong><\/h2>\n

    The other day, I was conducting a usability test and a participant \u2013 who had been typing on the keyboard \u2013 suddenly reached up and tapped the laptop screen as if it were an iPad. That told me his behaviors in the wild were to shop more so on his iPad. His interaction with technology triggers hybrid signals creating friction. But I\u2019ll create another post about Tigons the next time around.<\/p>\n

    Let me know your awesome eComortar\u2026ehmm, omnichannel experiences. #Ligers #UX<\/p>\n","protected":false},"excerpt":{"rendered":"

    I had never heard of a Liger until Napoleon Dynamite professed his fascination.\u00a0“It’s pretty much my favorite animal. It’s like a lion and a tiger mixed…\u00a0bred for its skills in magic.” \u2013Napoleon Dynamite So I did some reading. And it\u2019s real. Well, it\u2019s not real in nature, but we can argue values and ethics in […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,13],"tags":[],"class_list":["post-387","post","type-post","status-publish","format-standard","hentry","category-customer-experience","category-featured"],"acf":[],"yoast_head":"\nLigers and tigons in an omnichannel world - Redonk Marketing | Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/redonkmarketing.com\/blog\/ligers-and-tigons-in-an-omnichannel-world\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ligers and tigons in an omnichannel world - Redonk Marketing | Blog\" \/>\n<meta property=\"og:description\" content=\"I had never heard of a Liger until Napoleon Dynamite professed his fascination.\u00a0“It’s pretty much my favorite animal. 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