Post on 19-Oct-2014
description
Copyright Theilgaard Mortensen 2013
Customer experience in the
virtual world
Supplementary Presentation
Your Host:
Mike Saar Theilgaard Mortensen
Copyright Theilgaard Mortensen 2013 Copyright Theilgaard Mortensen 2013
A thought: every day struggles
• Each day eCommerce businesses subject their
customers to obstacles that prevent site success
• inappropriate errors
• broken processes
• faulty navigation, and form validations
• unreliable log-ons
• ineffective product searches
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Customer experience damage
• Your faulty sites cause 3 R’s:
• Revenue loss
• Reputational damage
• Repeat business reduction
• And yet NOTHING is being done about this...
• WHY?
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Mobile examples…
All of these are examples of OBSTACLES to
CUSTOMER SUCCESS
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Working in the dark
• You have no practical tools to help...
• See effectiveness of your designs
• Understand what your customers actually do
– Walk in the shoes of your customers
– Monitor their real success or failure
• Quantify the revenue risk of these challenges
• Constantly fooled by ineffective analytics
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Data vs Experience?
How it happened… Full visibility...
Context...
WHAT
WHY (Tealeaf) WHAT (Web Analytics)
JUST DATA
REAL PERSPECTIVE
Manchester United 2 Manchester City 1 Scorers: Nani: 16 Kompany: 19 Rooney: 89
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Opportunity costs...
• Your lack of insight loses money every day...
• sales uncompleted at last step
• abandoned baskets due to user frustration
• technical errors killing sales success
• process problems preventing progress
• useless navigation or searches = exiting users
• sites not suitable for common OS / browser combos
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What do we typically see?
• Technical problems that should not surface with
customers
– Unhandled errors
– Validation errors
– Performance errors
• Processes that are faulty
– Poor design
– Functionally inadequate
• Service functions that fail
– Ineffective FAQ
– Inappropriate chat pop-ups
– Poor navigation to relevant and useful help
– Service avatars that frustrate
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Be customer centric!
• If eCommerce would only apply the knowledge from
Customer Service disciplines...
• Make contact easy
• Remove obstacles to success
• Seek to delight the customer
• Do things right first time
• Measure, identify, evaluate, fix, measure...
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Answers in customer visits
• Every customer visit is an opportunity to learn...
• What works
• What fails
• The impacts
• The costs
• Now if only I could see that stuff... And understand WHY
not WHAT!
Copyright Theilgaard Mortensen 2013
Thank you!
mjs@tmnet.dk
Mike Saar