improve cx to gain competitive advantage

Improve CX to gain competitive advantage.

Figaro Digital – 5th August 2015

Here today Richard Trigg

Marius Milcher

Enterprise customer experience analytics software

Research, strategy, UX, design and conversion rate optimisation

Software and web Application Development.

CX is like and iceberg.

CX 6 considerations to improve

1 Walk in your customers shoes

Run a diary study

What is a diary study

•  Users self-report their activities at regular intervals

•  Posts can include text, screen shots, photos and videos

•  We use twitter when conducting our diary studies

Your services Why we use diary studies

Your services BEFORE USAGE

Anticipated UX

Imagining experience

DURING USAGE

Momentary UX

Experiencing

AFTER USAGE

Episodic UX

Reflecting on an experience

OVER TIME

Cumulative UX

Recollecting multiple periods of use

Longitudinal data

Reporting experience in context

Multi channel feedback

2 Treat customers as individuals

Personalise their experience

The cocktail party effect

•  Defined by Colin Cherry in 1953

•  Reticular activating system (RAS)

•  RAS gateway information passes through to reach our brains

74% of online consumers get frustrated with websites when content appears that has

nothing to do with their interests

www.aberdeen.com/research/4904/ra-email-marketing/content.aspx

Location City, country and region

Device iPhone, iPad, Android, tablet,

Windows, Mac, Linux

Frequency First , second, third,

fifth time visitor?

Time & date Proximity to payday,

seasonality

Referral URL Where did they

come from?

History have bought before, what,

how much did it cost?

Behaviour navigation clicks,

page views Blogs, white papers,

images, videos

Content

3 Never rest on your laurels

Continually test your customer experience

Talk to your customers

Conversion Rate Optimisation

4 Consider a Multi-screen experience

This is not the web.

This is the web.

This will be the web.

Media is consumed on screen

90% Of all media interactions are screen based

Source: Google Mobile Survey http://www.google.co.uk/think/articles/multi-screen-world.html

Smartphone are with us both at home and on the go

38% Of all our media interactions occur on smartphones

Source: Google Mobile Survey http://www.google.co.uk/think/articles/multi-screen-world.html

A large proportion of consumers days are spent in front of a screen

4.4 Of leisure time are spent in front of a screen

hrs

Source: Google Mobile Survey http://www.google.co.uk/think/articles/multi-screen-world.html

Context drives device choice

Consumers move between multiple devices to accomplish their goals

Multi screening

Sequential & simultaneous screening

5 I feel the need… the need for speed

Your services BIG How

is a web page

Your services

Source: HTTP Archive http://httparchive.org/

141kb 1995

Source: HTTP Archive http://httparchive.org/

2099kb 141kb 1995

2015

Source: HTTP Archive http://httparchive.org/

Benchmarks

100ms, 1000ms, 10s

www.nngroup.com/articles/response-times-3-important-limits/

•  100ms The user perceives an instant response.

•  1000ms Reaching the limit for a user’s flow of thought

•  10 seconds

Limit reached for the user’s attention

Speed doesn’t just effect your users it affects your bottom line

An e-commerce website making $100,000 per day could actually be losing $2.5 million a year

with just a 1-second page delay.

Performance Audit

Text Ready (DOMContentLoaded)

Text Ready (DOMContentLoaded)

Load

Text Ready (DOMContentLoaded)

753kb Image

Total Page Size: 2512 KB 3G Connection at 1 Mb/s 20.1 Seconds to load.

753kb Image

6 Technology for customer need.

We need to get on The Google+ and The Facebook!

Leverage the power of the right technologies for the job

Responsive, Hybrid, Single Page Application, Native.

Customer centric

1. Walk in your customers shoes

2. Customise the experience

3. Continually test

4. Multi screen

5. The need for speed

6. Technology for customer need

How does improving CX create competitive advantage

To summarise

1% of companies deliver an excellent

customer experience

https://www.forrester.com/The+US+Customer+Experience+Index+Q1+2015/fulltext/-/E-res117482

Now Is the time to get ahead

Don’t expect to improve your CX over night

Focus on:

Understanding your customers need. And how your brand can best provide the service required.

Happy Good CX makes customers

Which increases

Customer retention

Customer satisfaction

Referrals and advocacy

Brand And grows your

Experience is everything

Figaro Digital – 5th August 2015

89 Worship Street, London, EC2A 2BF