improve cx to gain competitive advantage
TRANSCRIPT
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Improve CX to gain competitive advantage.
Figaro Digital – 5th August 2015
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Here today Richard Trigg
Marius Milcher
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Enterprise customer experience analytics software
Research, strategy, UX, design and conversion rate optimisation
Software and web Application Development.
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CX is like and iceberg.
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CX 6 considerations to improve
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1 Walk in your customers shoes
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Run a diary study
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What is a diary study
• Users self-report their activities at regular intervals
• Posts can include text, screen shots, photos and videos
• We use twitter when conducting our diary studies
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Your services Why we use diary studies
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Your services BEFORE USAGE
Anticipated UX
Imagining experience
DURING USAGE
Momentary UX
Experiencing
AFTER USAGE
Episodic UX
Reflecting on an experience
OVER TIME
Cumulative UX
Recollecting multiple periods of use
Longitudinal data
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Reporting experience in context
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Multi channel feedback
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2 Treat customers as individuals
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Personalise their experience
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The cocktail party effect
• Defined by Colin Cherry in 1953
• Reticular activating system (RAS)
• RAS gateway information passes through to reach our brains
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74% of online consumers get frustrated with websites when content appears that has
nothing to do with their interests
www.aberdeen.com/research/4904/ra-email-marketing/content.aspx
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Location City, country and region
Device iPhone, iPad, Android, tablet,
Windows, Mac, Linux
Frequency First , second, third,
fifth time visitor?
Time & date Proximity to payday,
seasonality
Referral URL Where did they
come from?
History have bought before, what,
how much did it cost?
Behaviour navigation clicks,
page views Blogs, white papers,
images, videos
Content
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3 Never rest on your laurels
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Continually test your customer experience
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Talk to your customers
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Conversion Rate Optimisation
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4 Consider a Multi-screen experience
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This is not the web.
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This is the web.
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This will be the web.
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Media is consumed on screen
90% Of all media interactions are screen based
Source: Google Mobile Survey http://www.google.co.uk/think/articles/multi-screen-world.html
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Smartphone are with us both at home and on the go
38% Of all our media interactions occur on smartphones
Source: Google Mobile Survey http://www.google.co.uk/think/articles/multi-screen-world.html
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A large proportion of consumers days are spent in front of a screen
4.4 Of leisure time are spent in front of a screen
hrs
Source: Google Mobile Survey http://www.google.co.uk/think/articles/multi-screen-world.html
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Context drives device choice
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Consumers move between multiple devices to accomplish their goals
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Multi screening
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Sequential & simultaneous screening
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5 I feel the need… the need for speed
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Your services BIG How
is a web page
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Your services
Source: HTTP Archive http://httparchive.org/
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141kb 1995
Source: HTTP Archive http://httparchive.org/
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2099kb 141kb 1995
2015
Source: HTTP Archive http://httparchive.org/
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Benchmarks
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100ms, 1000ms, 10s
www.nngroup.com/articles/response-times-3-important-limits/
• 100ms The user perceives an instant response.
• 1000ms Reaching the limit for a user’s flow of thought
• 10 seconds
Limit reached for the user’s attention
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Speed doesn’t just effect your users it affects your bottom line
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An e-commerce website making $100,000 per day could actually be losing $2.5 million a year
with just a 1-second page delay.
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Performance Audit
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6 Technology for customer need.
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We need to get on The Google+ and The Facebook!
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Leverage the power of the right technologies for the job
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Responsive, Hybrid, Single Page Application, Native.
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Customer centric
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1. Walk in your customers shoes
2. Customise the experience
3. Continually test
4. Multi screen
5. The need for speed
6. Technology for customer need
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How does improving CX create competitive advantage
To summarise
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1% of companies deliver an excellent
customer experience
https://www.forrester.com/The+US+Customer+Experience+Index+Q1+2015/fulltext/-/E-res117482
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Now Is the time to get ahead
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Don’t expect to improve your CX over night
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Focus on:
Understanding your customers need. And how your brand can best provide the service required.
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Happy Good CX makes customers
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Which increases
Customer retention
Customer satisfaction
Referrals and advocacy
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Brand And grows your
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Experience is everything
Figaro Digital – 5th August 2015
89 Worship Street, London, EC2A 2BF