1. 1 Improving Customer Experiences 10 practical techniques 20th May 2014 Manchester Dr Dave Chaffey SmartInsights.com

2. 2 Customer Experience-driven growth @ASOS.com 3. 3 About Dave Chaffey About Dave Chaffey Author of 5 bestselling marketing books now working on 6th editions Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries Insights Director at search conversion agency ClickThrough MarketingFree Basic member download: http://bit.ly/smartercontent 4. 4 More advice on improving experiences 5. 5 6. 6 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. Usability Product- centred Task-centred Customer- centred Customer satisfaction Loyalty drivers for repeat purchase B. Findability & Flow Basic search and browse Advanced search Faceted search Comparison Advanced recommendatio n C. Device accessibility Basic desktop site Accessibility guidance Mobile responsive Mobile adaptive Continuous CRO process D. Customer service Basic form- based FAQ Web self- service Social media self-service Proactive customer service E. Brand value and personality Basic brand identity Clear online value proposition Basic comparison tools Social proof Continuous CRO process F. Merchandising and personalisation None Home page Category and product pages All relevant page templates Continuous CRO process G. Integration Standalone channel Cross-channel journeys signed Email integration Social media integration Social sign-in Auditing your capabilities for digital customer experiences 7. 7 What is Customer Experience Management? Source: As defined by Forrester in 2011 8. 8 10 techniques to improve CXM PLAN Create a digital marketing plan #1 Personas and journey mapping | #2 OVP REACH Increase awareness and visits #3 Content focused SEO/CM | #4 Paid media targeting ACT Encourage interactions #5 Managed journeys | #6 Marketing Automation CONVERT to online and offline sales #7 CRO | #8 Merchandising/Mobile-optimised experiences ENGAGE to create long-term loyalty and advocacy #9 Obsess about loyalty | #10 Social amplification 9. 9 Technique #1 Personas & Customer journey mapping Smart Insights Persona Toolkit 10. 10 B2C Persona example For each persona define preferences for: Platforms (web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands www.dulux.co.ukSmart Insights Persona Toolkit : See also Mental content model mapping technique 11. 11 Technique #2 Define Brand OVP 12. 12 13. 13 Developing your brand personality? Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source: Tip: Refine how content enhances Personality and supports brand storytelling 14. 14 15. 15 Clear OVP run-of- site + Social Proof 16. 16 Improving Reach Key success factors Define success criteria Select appropriate mix Optimise most effective channels: Search marketing Outreach Social media marketing 17. 17 #3 Content-focused SEO/Content Marketing Define the content sweet spot AlfredJansen Communications 18. 18 Strategic Content Marketing http://bit.ly/smartercontent 19. 19 Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content 20. 20 Technique #4 Targeted lifecycle media 21. 21 Example: Online value proposition: Selection and Purchase value 22. 22 Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram POE media targeting prioritisation FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic Example: Review effectiveness for your sector 23. 23 Increasing InterACTion Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness Select content to engage audience Manage creation and promotion of content 24. 24 Technique #5. Managed customer journeys Vote! 25. 25 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? Example SCENT TRAILS 26. 26 Sites focused on users top tasks www.volkswagen.co.uk www.barclaycard.co.uk 27. 27 Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas 28. 28 Technique #6 Marketing Automation Automated Email Sequences > Targeted > Behavioural 29. 29 How sophisticated is your email marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 30 triggers Upper level 20 50 triggers Nirvana 50 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source: 30. 30 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up click on Category 31. 31 Increasing Conversion Key success factors Create a CRO / optimisation process Understand multi-channel conversion 32. 32 Technique #7 CRO 33. 33 International CRO at ASOS.com 34. 34 35. 35 Technique #8 Smart Merchandising 36. 36 Testing email offer in an abandoned shopping cart email sequence 1. Generic branded follow-up email : +10% conversion rate. 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights case study 37. 37 38. 38 Segmenting pages/product by performance High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows) Conversion rate Or conversion rate variance (add to basket) compared to average Pageorproductpopularity(views) orpageviewvariance(comparedtoaverage) 39. 39 Example: product portfolio 40. 40 Improving Engagement Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing 41. 41 Technique #9 Understanding loyalty drivers 42. 42 Customer feedback tools http://bit.ly/smartfeedback HiPPO support tools = www.usertesting.com and www.whatusersdo.com 43. 43 Technique #10 Map your customer lifecycle touchpoints and Optimise :Halfords case study 44. 44 Source: Philips presenting on PlantoEngage.com 45. 45 10 techniques to improve CXM PLAN #1 Personas and journey mapping | #2 OVP REACH #3 Content focused SEO/CM | #4 Paid media targeting ACT #5 Managed journeys | #6 Marketing Automation CONVERT #7 CRO | #8 Mobile-optimised experiences ENGAGE #9 Obsess about loyalty | #10 Social amplification 46. 46 Do you have a person or team RESPONSIBLE FOR CXM? Vote! 47. 47 Coming soon The Ecommerce Bible by James Gurd Design patterns and examples 48. 48 Digital Impact conference : 17th September London http://www.smartinsights.com/digital-impact-2014 49. 49 Lets Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools Sample planning templates Planning infographics www.smartinsights.com/membership Premium, Expert member learning 7 Step Guides to all digital marketing Online courses DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/