Steps to Mapping a Customer’s Journey

Designing the Digital ExperienceAwhile back, I sent Valeria Maltoni (who writes the cool Conversation Agent blog) a copy of my bookDesigning the Digital Experience.

She’s been reading it, and blogged about it (very awesome – thanks, Valeria)! And in the process, she has some really good pointers about mapping the customer journey (which I wrote about in Chapter 11). She came up with some steps to mapping a customer’s journey:

  1. Connect the dots between internal preparedness and external needs – overcoming internal processes and barriers that block you from giving your customer a better “journey”
  2. Integrate what you say with what you do – “How are all of the messages you’re sending out in each medium integrating with the feedback you receive in that medium, for example? What are you learning and feeding back into the process?”
  3. Innovate at each touch point – “What process or tool have you not updated for a long time and needs revisiting, for example?”

… and each point discusses the “moment of truth” found in each of those steps.

Go read the whole post – good stuff there!

Playing with iPhone 3GS Video

Yes, I had a new iPhone waiting for me when I got home from Florida (among other things). I upgraded to the new iPhone 3GS … which takes video! Here’s what I’m finding out so far about the video quality:

One of my first videos, uploaded to blip.tv:

The video quality is about the same as you’d find on a Flip camera, so not too shabby! It films in QuickTime .mov format, using AAC for audio and H.264 for the video codec. It makes a standard-sized video of 640X480 when held in landscape mode.

Here’s a video I uploaded directly to YouTube (the new iPhone allows you to do that):

So – I like having a video camera ALWAYS with me, in my pocket. What I’m not quite used to yet is how the iPhone decides when it’s going to be in landscape or vertical modes. For example, this video

… was filmed and sent to YouTube in landscape mode … but it came out vertical (fyi – this shows off the iPhone’s macro video mode, too). This isn’t the first time that’s happened to me. Out of the four videos I’ve posted to YouTube so far, two are in landscape mode and two are vertical.

And that’s not the only place I’ve discovered quirks. Look what happened in iPhoto!

Uploaded to iPhoto - it's vertical!

Even weirder in iMovie – check out the thumbnails iMovie generated – the thumbnails are sideways are squished for some strange reason, but the actual video is in landscape mode!

iMovie - vertical & Horizontal

It’s quite possible I just haven’t figured out something yet, but this is a bit irksome. Otherwise, uploading to a variety of places seems to work fine. So far, I have been able to upload my videos to:

  • my computer, to iPhoto and iMovie for editing (haven’t tried importing to Final Cut Express, but I’m sure that will work fine, too)
  • YouTube
  • Flickr, through Flickr’s uploading tool and via email
  • blip.tv via blip’s uploading tool (the first video in this post). I have also tried blip’s mobile email uploader, but haven’t seen any video show up in my blip account yet. We’ll see what happens with that!

And one more thing – editing. Yes, you can do some extremely basic editing of your iPhone video – right on the iPhone. Here’s how it looks:

Editing video on the iphone!

See the timeline at the top of the video? You can click the beginning and ending points and trim the video’s beginning and ending. And that’s all. But that’s ok – I’ll probably end up dumping video to my Mac anyway for editing later. For some people, this will be pretty useful stuff.

So – my iPhone video report so far… will david figure out how to succeed in landscape mode? Will Apple usher in a new era of vertical video? Don’t hold your breath to find out!

Tinkering in the Techie Toybox at NEFLIN

The second presentation I gave at NEFLIN in Jacksonville, FL was Tinkering in the Techie Toybox – here’s the Slideshare version and a couple of links included in the presentation. Enjoy!

Links to other Techie Toyboxes I mentioned in the presentation:

Designing the Digital Experience at NEFLIN

Last Friday, I gave two presentations at NEFLIN’s technology conference in Jacksonville, FL. The first one was Designing the Digital Experience, which is based on my book. Here’s the Slideshare version of the presentation!

Who Are Your Competitors?

Library Rentals?Who are your competitors? Umm … David … we don’t have competitors … we’re a public library. I think you DO indeed have competitors. You probably have more competitors than you ever did, for that matter.

Think about it for a sec.

If I want a book, where can I go? The public library… unless it’s a popular book. Then I’m put on a waiting list. Or, I could just visit Barnes & Noble or Amazon and buy the book. I could even hang out at a Barnes & Noble for awhile, and read it there without buying. And drink a latte while reading, for that matter.

How about movies? Well, some libraries don’t carry blockbuster hits, so there’s really no competition there – come get your old documentaries here!

But my library carries new popular movies. And we have competition. The local Blockbuster and Hollywood Video rental stores are certainly alternatives. Also those Redbox movie dealies that are installed a couple places around Topeka. And Netflix. Which delivers to your door for a small monthly fee. You can even rent a movie from iTunes. Why spend any money? I can simply visit Hulu or YouTube for a quick video fix.

Music? Same thing. iTunes, blip.fm, last.fm, Pandora. Etc.

Gaming – surely that’s something we have down better. Possibly. Unless you have a mega-church in town. They probably have a better gaming setup than you.

Hmm … reference. That’s what we do well. Unless you venture online (see previous posts). Here, we are usually the last resort – people go to friends, family, and online services before us (read the OCLC Perceptions report for more info on that).

OK – so libraries have competition. What can you do about that? Here are some thoughts – please add more:

  • What do you do better than everyone else? Focus on that. Prioritize that.
  • You’re a natural community gathering place. Focus on your community. Feed it. Grow it.
  • Ask people why they don’t use your library. Use that information to improve your services.
  • Find your largest population segment of “potential patrons” and focus on growing patrons there.
  • Don’t focus on yourself or your stuff – instead, turn your focus on your customers and their needs.
  • Maybe it’s something as simple as rearranging your stuff so normal people can actually find things. We can do better than LC or Dewey call number order. Really.
  • Work on improving the experience at your library – both in the library and digitally.

What are you doing to compete for your patrons’ attention? And … since it’s a competition – what can we do to win?