uxpa 2016 year of the customer
TRANSCRIPT
YEAR OF THE
2 KEY DIGITAL STRATEGIES CUSTOMER
2016
HI. I’m Craig – @smallfarmdesign
IS YOUR CURRENT EXPERIENCE SUPERIOR
?
80%
Companies believe they provide a superior experience
8%
Customers who agree
80%
8%
THE EXPERIENCE GAP
Companies believe they provide a superior experience
Customers who agree
“” In 2016, CX will be among the top 10 critical success factors determining who will win and who will fail in the age of the
customer. Forrester
2 DIGITAL STRATEGIES
2 DIGITAL STRATEGIES BETTER A/B TESTING 1
STOP THROWING
TO SEE WHAT STICKS
GATHER DATA
GATHER DATA
CREATE HYPOTHESES
GATHER DATA
CREATE HYPOTHESES
RUN TESTS
GATHER DATA
CREATE HYPOTHESES
RUN TESTS
ANALYZE & REPEAT
2 DIGITAL STRATEGIES
PERSONALIZED EXPERIENCES 2
“” Consumers will expect to have more relevant content and will
also expect brands to know more about them in the course
of their interactions. John Arnold
“” Marketers agree that their organization’s growth ultimately depends on
personalization and better customer knowledge
IBM Commerce Report
Hmm,
“” Only 31% of marketers say they use customer data to provide better experiences
“” Only 16% of marketers feel that their organizations are
delivering customer experiences that fulfill their
brand promises
“” 5% of marketers say they have mastered the ability to predict the customer journey and truly understand which actions will
derive maximum value
“” Only 3% of marketers said they were realizing the full revenue potential of their
customers
WTF?
HOW WE GOT STARTED
HOW WE GOT STARTED PICK SOMETHING 1
HOW WE GOT STARTED
STAY SMALL 2
PICK SOMETHING 1
Logo
What Style?
Vera Wang
Logo
Custom (DNA)
Neil LaneTolkowsky
What Price?How To Start?
What Style?
Vera Wang
Logo
Custom (DNA)
Vera Wang
Neil LaneTolkowsky
What Style?
What Price?How To Start?
Non-Branded
Custom (DNA)
What Style?
Vera Wang
Logo
Custom (DNA)
Vera Wang
Neil LaneTolkowsky
What Style?
What Price?How To Start?
Non-Branded
Custom (DNA)
Customer Exits
Diamond Jewelry
What Style?
Vera Wang
Logo
Home
Custom (DNA)
Vera Wang
Neil LaneTolkowsky
What Style?
What Price?How To Start?
Non-Branded
Custom (DNA)
Returning Customer
Customer Exits
EducationNon-Branded
Gallery (PLP)
BrandCustom (DNA)
What Style?
Vera Wang
Logo
Home
Custom (DNA)
Vera Wang
Neil LaneTolkowsky
What Style?
What Price?How To Start?
Non-Branded
Custom (DNA)
Returning Customer
Customer Exits
EducationNon-Branded
Gallery (PLP)
BrandCustom (DNA)
Customer EntersSEO /SEM
Diamond Jewelry
Social Retargeting
Diamond Jewelry
Home
Radio / TV
HOW WE GOT STARTED
STAY SMALL 2
SNOWBALL LEARNINGS 3
PICK SOMETHING 1
WHAT IT MEANS
= HAPPY CUSTOMERS
HAPPY EXECUTIVES
QUESTIONS
? Lemme know– @smallfarmdesign