Читать книгу Orchestrating Experiences - Chris Risdon - Страница 13

In the classic sense, a channel is a construct through which information is conveyed, similar to a waterway. Just as the Panama Canal delivers ships and cargo from one ocean to another, a communication channel connects the information sender with the information receiver.

In the world of designing services, a channel is a medium of interaction with customers or users (see Figure 1.1). Common channels include physical stores, call centers (phone), email, direct mail, web, and mobile (see Table 1.1). Behind these channels sit people, processes, and technologies. Channel owners count on these resources to reach their customers, deliver value, and differentiate them from their competition.

In addition, these channel owners are often evaluated and rewarded on the success of their individual channel metrics, which can be a detriment to connecting channels across an organization.

FIGURE 1.1 Understanding and aligning with others on your channels is a foundational step toward orchestrating experiences.

TABLE 1.1 COMMON CHANNELS

Physical Store	Digital	Customer Service	Marketing
Signage	Web	Call Center	Broadcast
Kiosk	Mobile	IVR	Print
In-Store Screens	Mobile Web	Live Chat	Email
Environmental Displays	Native App Email Live Chat SMS/Messaging	Chat Bots	Direct Mail Digital Marketing Social Media SMS/Messaging

Designing end-to-end experiences necessitates stepping into these channel-org dynamics. As an orchestrator, you need to understand how deeply engrained channel thinking (vertical ownership) can deter innovation and value creation. Your objective is to reframe channels as coordinated role players in the greater story of serving customers’ journeys (horizontal servitude). The following four concepts will arm you to take on this challenge:

• Organizations are structured by channels.

• Channels don’t exist in isolation.

• Channels are defined by interaction, information, and context.

• Channels should support the moment.