alfonso de la nuez - userzoom - webcongress san francisco 2014
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TRANSCRIPT
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The Swiss Army Knife to Measure & Manage The Digital Customer Experience
www.userzoom.com
A Holistic Approach to Managing the Digital Customer Experience
By Alfonso de la Nuez, Co-CEO at UserZoom2014
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• Quick intro
• Today’s Challenges
• Digital Customer Experience Mgt. Market Overview
• Holistic Approach to Digital CEM + Examples of Research, Insights & Metrics
Agenda
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Meet UserZoom!
A Digital Customer Experience Management Company Focused on
Websites & Mobile Apps
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UserZoom provides a cloud-based, all-in-one online research software platform for
companies to cost-effectively manage their customer’s experiences across web and mobile
channels.
What do we offer?
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How do you benefit from using UserZoom?
Companies can manage all kinds of online research & testing projects, gather customer
feedback (VOC), test usability, monitor & record user behavior, etc, on both desktop and mobile
devices.Customers get detailed, actionable
consumer data to improve conversion rates, branding and customer loyalty
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What we’re most proud of
50% of Fortune’s Most Admired Brands Use UserZoom
140 Enterprise Active Customers in 15 markets
Main reasons why they use UserZoom:
1. Cost effective
2. Time efficient
3. Audience georgraphic reach
4. All-in-one approach
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Does your company provide a good
Customer Experience?
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Digital CX Market Overview
Customer Experience
Management is the practice of designing,
monitoring, and reacting to customer interactions to
meet or exceed customer expectations and, thus,
increase customer satisfaction, loyalty, and advocacy.
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CEM Market Overview
Digital Customer Experience focuses on online interaction (mostly websites and
apps). It begins with research, not guesswork, to study
personas, behaviors, and expectations throughout
every stage of the customer lifecycle
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The challenge
Businesses lose billions in revenue due to
poor online customer experiences
* Reducing Customer Struggle report, by Econsultancy with IBM Tealeaf, 24% of their annual online revenue in ‘11
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• Even worse…
• They may often know the ‘what’
• But hardly know the ‘why’
The challenge
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The challenge
The end user/consumer has more power than ever before
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The challenge
C-Level Execs really value* Customer Experience
Estimated Market Size = 2.7 billion in 2012
*in fact, they’re pretty worried about it…
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The challenge
Great design = Financial success
Great design = Not easy
Great design = Not cheap
No good experience w/o great DESIGN
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The Challenge
The GOAL is to understand…
Web Analytics
data
Surveys
VOC
Usability
Testing
Focus Groups
…what consumers do
…who consumers are
…how consumers behave
…what consumers want/need
…why consumers do what they do
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Explosive market growth!
2012 2013 2014 2015 2016 2017$0
$1
$2
$3
$4
$5
$6
$7
$2.7$3.2
$3.8
$4.6
$5.5
$6.6
$ b
illion
s
2012 – 2017 CAGR:
20%
Global CEM and VoC Analytics Market Size. Source: MarketsandMarkets, 2013
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Digital CE starts with great consumer insights
Digital CX Market Overview
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• Companies that invest in CE perform WAY better:
1. How your brand values (or brand promise) compare to what you actually ‘deliver’ to the customer;
2. how it compares to competitors;
3. Actually meeting or exceeding customer expectations
Sources:
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1. Listen
Intercept surveys and
feedback tabs
Continuously listen to
the voice of your
customer4. Measure
More benchmarking
Dashboards
Analyze customer journey
Continuosly Measure
Customer Satisfaction
2. Research Define target market
Define UX & Usability
Benchmarks
Collect quant + qual
data
3. Test & Act Agile Protoype Testing
Card Sorting & Tree Testing
Usability Testing
CEM
Holistic Approach to Digital CEM
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Source: Foresee Blog
Holistic Approach to Digital CEM
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UX and CX
Source: Forrester Research, 2013
UX is about the HOW & the WHY
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User Research & Testing
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Traditional research & testing is costly and time consuming
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Research & testing is moving REMOTE (online)
(cost-effective, agile, within natural context, automated…)
Remote Testing is becoming widely adopted
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• Examples of Insights & Metrics
Agenda
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Voice of the Customer Programs
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Voice of the Customer Programs
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NPS (Net Promoter Score)
Measure satisfaction ratios
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Run Online Usability Testing on your site
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Go beyond traffic data! Link survey data with traffic data
Analyze customer journey
See who visits your website
Measure what do they come to do (intent)
Why they behave like they do
How satisfied they are when they leave
Who
What
How
Why
VOC and Web Analytics Integration
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Task success and
abandonment ratios
Time on task
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Competitive Benchmarking
Check out the competition
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Gestures, mouse
movement, audio
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Clickstreams
Click heatmaps
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Mobile Testing
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• Takeaways:
• The customer is in control
• The brand is the experience
• You’d better understand the what, who, how, when & why
• With today’s technology, you can do it!
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Thanks!
@delanuez23
@UserZoom