deliveroo’s best practices for managing customers’ digital experiences

Deliveroo’s Best Practices Managing Customers’ Digital Experiences

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Listen via your computer speakers or on the phoneUK: +44 (0) 20 3713 5031 Access Code: 190-090-109

Today’s Speakers


Darren WardDirector of Product MarketingUserReplay - [email protected]

Pete LloydSite Optimisation ManagerDeliveroo

James LawsonConsultant Editormarketingfinder

Deliveroo’s Best Practices for Managing Customers’ Digital Experiences

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Interact with usDeliveroo’s Best Practices for Managing Customers’ Digital Experiences

Best practices for managing the

A webinar presented by Deliveroo and UserReplay

digital customer experience

What is customer experience

Customer experience (CX) is the sum of all experiences at various touchpoints a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

How customers perceive their interactions with your company.

Quick Poll



Why is customer experience Important?

of companies believe customer experience is a significant differentiator in their market right now.

89% Why?• Competition is upping

their game• Disruption by new players• Harder to achieve product

and price differentiation

“Counting the Cost of Not Knowing”– A multi-region research study by Loudhouse, 2015

This presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.

To find out more, or for the on-demand recording, click here

http://bizibl.com/marketingfinder/webinar/deliveroos-best-practices-managing-customers-digital-experiences?utm_source=Linkedin&utm_campaign=Social-TR&utm_medium=Social&utm_content=112016-URWebinar

The DigitalCustomer Experience

E-Mail

Social

Search

Advertising

Reviews

E-Mail

Affiliates

Fulfilment

Offline Channels

eCommerce Website




Acquisition Spend vsConversion Spend

Source: Adobe (previously Omniture)

92:1This presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.



Bad CX Erodes Revenue You’ve Earned

$

Baseline revenuePotential Additional Revenue

Example Segments

Out of stock

Payment Issue

3rd partyintegrations

Postcode validation

Name validation




Introduction to Deliveroo

Founded in 2013HQ in London

Provides

online food delivery

60 cities32 minute delivery promise

service for restaurants that would normally

have no delivery capability

Expanded to 12 countries and over




Building a Digital CEM Strategy for Deliveroo

Process

PeopleTechnology

Aiming for Continuous Improvement of Digital Experience




Tools Landscape

VOC

Business Intelligence

CX Analytics & Session

Replay

Web Analytics

Application PerformanceManagement




Deliveroo Current Landscape

VOCTBC

Business Intelligence

CX Analytics & Session Replay

Web AnalyticsIn-House

(via Business Intelligence)

Application PerformanceManagement




Our Journey toDigital CEM

2015 Q1 2016 Q3 2016 2017

VOC




TheProcess

Analyze issues using CX Analytics to try and identify root cause and commonalities

Alert &Monitor

Visualize

Quantify

Analyze

Resolve

Alert and monitor Constantly monitor customer experience indicators and alert on anomalies and unusual variances OR respond to specific feedback from customers

Visualize issues via session replay to understand context and actual user experience

Quantify and Monetize how many people are encountering any issue and the size of revenue improvement opportunity. This enables prioritization.

Resolve the issues that are having the biggest revenue or CX impact




Discovering and QuantifyingImprovement Opportunities

Alert and Monitor struggle behavior

Analyze to narrow down segment Visualize to analyze cause

Quantify and Monetize to prioritize importance

Resolve using technical informationImprovement

1 2 3

6 5 4This presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.



The PeopleQualities

• Inquisitive

• Analytical

• Quickly understands significant variances and trends

• Able to work in a cross-functional team

• Always asking “Why?”This presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.



The PeopleOrganisation

• Analysts specialise in a site function or product area

• Embedded in product team or functional area

• Key stakeholder in defining site improvement priorities

• Focused on continuous, incremental improvement.This presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.



Example Use Case 1 Form Field Removals

• Form field removed from form but validation left in place

• Sudden increase in form validation errors

• CX Analytics provided visibility into root cause

• Issue could be easily missed in QA process




Example Use Case 2 Background Technical Issues• Some 500 errors served in background cause widgets etc to break

• Use CX Analytics to discover these “hard to find” errors

• Visibility specific cause of errors

• Quantify errors to understand impact on business

• Reduce 500 errors to almost 0 This presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.



Example Use Case 3 Acting on VOC Feedback

• VOC solutions provide useful feedback but no context

• Integration of session replay with VOC provides unique visibility into customer’s actual experience

• Implement session replay FIRST – then follow with VOC.This presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.



Example Use Case 4 Detection and Analysis of Fraud

• Need to identify transfers of vouchers between accounts

• CX Analytics data used to flag this behaviour

• Reduces revenue shrinkage due to fraud.




Key Takeaways

• CX is a key differentiator

• A digital CEM strategy is essential

• CEM strategy is a mix of tools, processes and people

• CX analytics should be an early piece of the tools landscape

Benefits• Revenue and Conversion

Improvement• Improved customer loyalty• Reduce shrinkage from

fraud• Reduced costs of resolving

CX issuesThis presentation is from “Deliveroo’s Best Practices for Managing Customers’ Digital Experiences”, a marketingfinder webinar.



Delivers Revenue You’ve Earned

Session Replay

Machine Learning and Analytics

Customer Experience

Scoring

Form Analytics

Monetization Analysis

Notifications and Dashboards

Deployed as SaaS or Installed Software




Questions


Darren WardDirector of Product MarketingUserReplay - [email protected]

Pete LloydSite Optimisation ManagerDeliveroo

James LawsonConsultant Editormarketingfinder


3 Reasons to Complete the Exit Survey

1. You can give us your feedback

2. You can request your free copy of ‘The Online Customer Experience – Counting the Cost of Not Knowing’

3. You can send a recording of the webinar to colleagues


Thank You

