measurecamp 6 session: effective customer feedback & measurement frameworks
TRANSCRIPT
Customer Experience
• Do you know who your customers are?
• Do you listen to them?
• Do you know what they think of you?
• Are changes to your web site driven by people within the business rather than by the people that actually pay them – the customer?
Ultimately, it’s best to try and avoid…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Purchase
CO
NV
ER
SIO
NS
ACQUISITION
STRATEGIESOrganic & Paid search, Email, etc
User Experience
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Measurement & Optimisation
Usability
“I got there in the end but it was a
struggle. Probably best try
www.acme.com”
…not what I expected
I’ll try another site
This is a nightmare!
Grrr, where’s the phone?
What a load of b*ll**ks!!
Good KPIs are “Übermetrics”…
Good KPI
Strategic measures of
success
ActionableEasy to
understand
Based onvalid data
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Services
Measurement Framework
Analyt - what we do…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Technicalfeasibility Audits
Business Requirements
Planning, Design and Metric Mapping
Implementationsupport
Reporting, automation and visualisation
Training, optimisation and maintenance
Customer advocacy and modelling
Optional On-going support
Data Analysis &
Visualisation
Web & Digital
AnalyticsUX Design &
Accessibility
Data Integration
& Automation
Planning
Auditing & Implementation
Support & Training
Surveys & Voice
of Customer
Quick Health check
Web Analytics
• Measuring trends
• Ranking content
• Spotting pain points• People leaving site
before doing anything
• Drop out of processes
• Error tracking
• Seeing effectiveness of marketing, by linking to site goals
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Surveys
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
• Great way to gathering customer feedback
• Variety of invite methods• Email
• Site overlay
• Feedback button
• Triggered
• One-off or as part of an on-going programme
• Can be very detailed, but in general, the shorter the better!
Surveys
A simple 5 question survey can provide significant insight:
• Visit Intent• Key site functions / customer
journeys
• Task Achievement• Did they manage to complete
the task
• Ease of use (CES)• How easy did they find the task
(0-7 scale)
• Recommendation (NPS)• Would they recommend you to
their friends/family (0-10 scale)
• Comments• A final free entry text box to
allow for clarifying or other comments.
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Site performance monitoring
3.21% 3.03%
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Effective Customer Feedback
Automated technical
issues email sent to
operational teams
Contact customers
with low CSAT /
high CES scores
Customer invited to
community
Measure Act Advocate
Customer
encouraged to use
Social Media
Web Analytics
Operational &
Transactional data
Surveys
Measure CSAT + CES + Operational Performance
Analyse data to establish scale of impact and scope of recommended actionsContact Customer to explain
and/or resolve issue
Encourage customers to
join community
Data Visualisations
& Dashboards
Quarterly cross-
team Workshops
Free Text Mining
/ Verbatim Analysis
Daily/Weekly Rapid
Reporting
UX Review / lab
research / EEG
Operational teams
fix issues based on
cost/benefit
Data Analysis
Process
Optimisation
Training &
customised reports
to improve use of
data
Operational teams
investigate technical
issues
Data sources Techniques Outputs / Deliverables Operational activities Advocacy
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
[email protected] @analytdat
a
0191 704 2045 W analyt.co.uk
We are a digital customer intelligence consultancy, specialising in
services that optimise the Customer Experience (CX) journey & drive
digital business performance