making digital experience pay
DESCRIPTION
How do you develop a digital experience design strategy that transforms customer relationships with your brand? This case study, presented by Greg Olson of Symantec and Glen Drummond of Quarry at the 2014 Digital Customer Experience Strategies Summit, explores how Symantec moved the needle on customer abandonment through design of “The Norton Lounge” experience. The presentation explores how digital experience design can make a measurable difference on business results.TRANSCRIPT
Making digital experience payBuilding engagement through design
GREG OLSONSr. Director, Customer Lifecycle Management
@NortonOnline
GLEN DRUMMONDChief Innovation Officer
@gdrummond @Quarry
The Norton business
@NortonOnline @Quarry #DCXsummit
What does it mean to be a modern marketer?
@NortonOnline @Quarry #DCXsummit
Norton’s historic creative strategy
@NortonOnline @Quarry #DCXsummit
KPI: Retention
1%
INCREASE INRETENTION
$15M
NET REVENUECOMPOUNDED ANNUALLY
=
@NortonOnline @Quarry #DCXsummit
Measurement and results
• Controlled experiment
• Intercept of abandon path
• 2.69% reduction in abandons
• Impact of $1.5MM recurring annual revenue
@NortonOnline @Quarry #DCXsummit
The question: What if?
Self-fulfillment needs
Psychological needs
Basic needs
@NortonOnline @Quarry #DCXsummit
Self-actualization:
Achieving one’s full potential, including
creative activitiesEsteem needs:
Prestige and feeling of accomplishment
Belongingness and love needs:Intimate relationships, friends
Safety needs: Security, safety
Physiological needs:Food, water, warmth, rest
Framing the initiativeIn the hands of a cybercriminal, a computer is a weapon
@NortonOnline @Quarry #DCXsummit
The insight: We live online
Source: www.Go-Globe.com
@NortonOnline @Quarry #DCXsummit
The metaphor: A frequent flyer lounge
@NortonOnline @Quarry #DCXsummit
The metaphor
• Make customers feel like they are being treated as the exception to the rule
• Emphasize “recognition” as opposed to “rewards”
• Recognize status as valued customers, without making any assumptions about “loyalty”
• Personalize what is often impersonal; humanize what is often technical
• Tailor the browsing experience to the device of choice
• Cultivate the impression of a “premium” brand experience through the aesthetics of the site
Think frequent flyer lounge
@NortonOnline @Quarry #DCXsummit
The visual themePeople well equipped to live life full on, full out
@NortonOnline @Quarry #DCXsummit
@NortonOnline @Quarry #DCXsummit
Profiles
@NortonOnline @Quarry #DCXsummit
Digital Adventurers
Exclusive offers
@NortonOnline @Quarry #DCXsummit
Exclusive content
@NortonOnline @Quarry #DCXsummit
Living well online
Exclusive content
@NortonOnline @Quarry #DCXsummit
“Digitally speaking” blog
Brand engagement through digital experience design
@NortonOnline @quarry #DCXsummit
Inspiring a corporate rebrand
@NortonOnline @Quarry #DCXsummit
Questions& Answers
@NortonOnline @Quarry #DCXsummit
Thank you
GREG OLSONSr. Dir., Customer Lifecycle ManagementSymantec
GLEN DRUMMONDChief Innovation OfficerQuarry
@NortonOnline @Quarry #DCXsummit