five essential steps to begin nailing digital experiences...nov 20, 2019 · insight observation/...
TRANSCRIPT
![Page 1: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/1.jpg)
SMARTLY. IQ
![Page 2: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/2.jpg)
Five Essential Steps to Begin Nailing Digital Experiences
![Page 3: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/3.jpg)
The True Cost of Digital Frustration
How much do poor digital experiences cost US businesses?
A staggering $75bn per year!
Source: Salesforce Research, “State of the Connected Customer”, 3rd editionhttps://www.salesforce.com/research/customer-expectations/
![Page 4: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/4.jpg)
Take Stock of Your Customer Experience
So, we know the value of awesome experiences, but how can businesses be sure that they're offering the best possible experiences to their customers?
User research. You must get to the root of all your customer experience issues in order to effectively combat them!
But with so many methods of user research, how do you choose the right combination for your business? Let's take a look at the options...
![Page 5: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/5.jpg)
![Page 6: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/6.jpg)
Two Broad Axes to Approach User Research
![Page 7: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/7.jpg)
Two Broad Axes to Approach User Research
![Page 8: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/8.jpg)
THERE ARE NO SILVER BULLETS
#1Radical Transparency
![Page 9: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/9.jpg)
3 Pillars of Success
TALENT TOOLS TARGET
![Page 10: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/10.jpg)
DATA IS USELESS!#2Radical Transparency
![Page 11: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/11.jpg)
"There are three kinds of lies: lies, damned lies, and statistics.”
All statistics lie…but some are useful
- Benjamin Disraeli (British Prime Minister)
![Page 12: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/12.jpg)
Data to Action
Data/Fact(s)
Data/FactObservation
Data/Fact
Observation/ Insight
Observation/Insight
Category: Key Takeaway
Gathering research requires gathering primary and secondary data from reputable sources that can inform relevant insightsthat help you understand the target.
![Page 13: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/13.jpg)
Gathering Research
Strategic Questions and Informed Answers
80 Facts
20 Observations
10 Insights
3-4 MainInsights
A-ha! 1 Key Takeaway
Step 1
Step 2
Step 3
Populate strategic questions with informed answers
Organize facts, observations and insights that arise from strategic questions
Determine key takeaways for each from discovered insights
![Page 14: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/14.jpg)
Core areas of understanding Category
CompetitionCompany
ConsumerCustomer
Major Challenge or Opportunity
![Page 15: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/15.jpg)
ALL INSIGHTS AREN’T THE SAME
#3Radical Transparency
![Page 16: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/16.jpg)
Delimiting Finding the edges?
![Page 17: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/17.jpg)
![Page 18: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/18.jpg)
Delimiting Finding the edges?Expository Explain or describe
INSIGHT TYPE | INTENT
![Page 19: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/19.jpg)
Delimiting Finding the edges?Expository Explain or describeActionable What should we do?
INSIGHT TYPE | INTENT
![Page 20: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/20.jpg)
REPORTING STRUCTURE MATTERS
#4Radical Transparency
![Page 21: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/21.jpg)
THERE HAS TO BE A CLEAR PATH FROM INSIGHT TO LIVE
#5Radical Transparency
![Page 22: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/22.jpg)
INTEGRATION MATTERS
BONUSRadical Transparency
![Page 23: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/23.jpg)
Decibel provides insights that take digital teams all the way from discovery to solution
![Page 24: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/24.jpg)
It integrates with dozens of MarTech providers to help you manage and contextualize all the data you collect
![Page 25: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/25.jpg)
SAMLAD
LDAPDirectories
Marketing Automation
Personalization & Decisioning
CDP
BI & Data Science
SFTP
Decibel Client SDK
VoC
Web Analytics
Activating the data
![Page 26: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/26.jpg)
Built to create a positive customer experience at scale
Founded on Data Science & AI, we built Decibel to provide an end-to-end understanding of each experience to:
• Automatically measure each individual experience using the Digital Experience Score (DXS)
• Show actions digital teams should take to improve experiences
• Trigger real-time response
• Identify revenue opportunities
![Page 27: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/27.jpg)
Digital Experience Score (DXS)
DXS is similar to NPS, except it’s based on what actually happened, not what someone said happened
![Page 28: Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019 · Insight Observation/ Insight Category: Key Takeaway Gathering research requires gathering primary and](https://reader033.vdocuments.site/reader033/viewer/2022051921/600de2a917e7e50f0c148fbb/html5/thumbnails/28.jpg)
Questions?