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

• Quick intro

• Today’s Challenges

• Digital Customer Experience Mgt. Market Overview

• Holistic Approach to Digital CEM + Examples of Research, Insights & Metrics

Agenda

Meet UserZoom!

A Digital Customer Experience Management Company Focused on

Websites & Mobile Apps

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?

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

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

Does your company provide a good

Customer Experience?

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.

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

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

• Even worse…

• They may often know the ‘what’

• But hardly know the ‘why’

The challenge

The challenge

The end user/consumer has more power than ever before

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…

The challenge

Great design = Financial success

Great design = Not easy

Great design = Not cheap

No good experience w/o great DESIGN

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

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

Digital CE starts with great consumer insights

Digital CX Market Overview

• 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:

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

Source: Foresee Blog

Holistic Approach to Digital CEM

UX and CX

Source: Forrester Research, 2013

UX is about the HOW & the WHY

User Research & Testing

Traditional research & testing is costly and time consuming

Research & testing is moving REMOTE (online)

(cost-effective, agile, within natural context, automated…)

Remote Testing is becoming widely adopted

• Examples of Insights & Metrics

Agenda

Voice of the Customer Programs

Voice of the Customer Programs

NPS (Net Promoter Score)

Measure satisfaction ratios

Run Online Usability Testing on your site

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

Task success and

abandonment ratios

Time on task

Competitive Benchmarking

Check out the competition

Gestures, mouse

movement, audio

Clickstreams

Click heatmaps

Mobile Testing

• 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!

Thanks!

@delanuez23

@UserZoom