smart insights
TRANSCRIPT
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Improving Customer Experiences
10 practical techniques
20th May 2014 Manchester Dr Dave Chaffey SmartInsights.com
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Customer Experience-driven growth @ASOS.com
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About Dave ChaffeyAbout 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
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More advice on improving experiences
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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 recommendation
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. Merchandisingand 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
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What is Customer Experience Management?
Source: As defined by Forrester in 2011
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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
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Technique #1 Personas & Customer journey mapping
Smart Insights Persona Toolkit
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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.uk Smart Insights Persona Toolkit : See also Mental content model mapping technique
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Technique #2 Define Brand OVP
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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 enhancesPersonality and supports brand
storytelling
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Clear OVP
run-of-site
+
Social Proof
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Improving Reach
Key success factors Define success criteria Select appropriate mix Optimise most effective channels:
Search marketing Outreach Social media marketing
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#3 Content-focused SEO/Content MarketingDefine the content sweet spot
AlfredJansen Communications
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Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content
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Technique #4 Targeted lifecycle media
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Example: Online value proposition:Selection and Purchase value
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Effectiveness (potential sales volume)
Inve
stm
ent (
reso
urce
nee
ded)
SEOLong Tail
AdWordsRemarketing
Facebook custom audiences
AdWordsGeneric
Social amplification
Media relatedPR
Influencer PR Integrated
contentcampaigns
Blog marketing
SponsoredTweets
POE media targeting prioritisation
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
Example: Review effectiveness for your sector
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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
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Technique #5. Managed customer journeys Vote!
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How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
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Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk
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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
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Technique #6 Marketing AutomationAutomated Email Sequences > Targeted > Behavioural
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How sophisticated is your email marketing?
Customers
Welcomeemail
BehaviouralCross sell
Regularmarketing
emails
Site segmented
Activityflagging
RFM
PredictiveLapsed /
Churn
By product
Site downapology
Birthday / XmasEmails
Repeatabandoner
FutureRelease
alert
Back instock alert
Lapsed
ActivityNon cross sell
Not returnedin 14 days
Not re-purchasedin 14 days
Processabandonment
X-sellprogramme
By product
NewsletterNot
transacted
By contentgroup visited
Contenttriggers
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:
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Email 1: 45% Open8.4% CTR
Email 2: 38% Open 3.5% CTR
Intent follow-up – click on Category
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Increasing Conversion
Key success factors Create a CRO / optimisation process Understand multi-channel conversion
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Technique #7 CRO
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International CRO at ASOS.com
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Technique #8 Smart Merchandising
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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
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Segmenting pages/product by performance
High Potential(Problems)
Top Performers
(Stars)
Low Potential, Low Performance
(Dogs)
Consistent Performers(Cash Cows)
Conversion rateOr conversion rate variance (add to basket) compared to average
Pag
e o
r p
rod
uct
pop
ula
rity
(vie
ws)
or
page v
iew
vari
ance
(co
mpare
d t
o a
vera
ge)
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Example: product portfolio
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Improving Engagement
Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing
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Technique #9 Understanding loyalty drivers
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Customer feedback toolshttp://bit.ly/smartfeedback
HiPPO support tools = www.usertesting.com and www.whatusersdo.com
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Technique #10Map yourcustomerlifecycle
touchpointsand
Optimise
:Halfords case study
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Source: Philips presenting on PlantoEngage.com
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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
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Do you have a personor team RESPONSIBLE
FOR CXM?
Vote!
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Coming soon…“The Ecommerce Bible” by James Gurd
Design patterns and examples
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Digital Impact conference : 17th September London
http://www.smartinsights.com/digital-impact-2014
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Let’s Connect! Questions & discussion welcome
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