Post on 01-Nov-2014
description
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Improving Customer Experiences
10 practical techniques
20th May 2014 Manchester
Dr Dave Chaffey
SmartInsights.com
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Customer Experience-driven growth
@ASOS.com
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About Dave ChaffeyAbout Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 6th editions
• Editor at
SmartInsights.com a
freemium marketing
advice site with 60,000
Basic members and
Expert members in over
50 countries
• Insights Director at
search conversion
agency ClickThrough
MarketingFree Basic member download:
http://bit.ly/smartercontent
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More advice on improving
experiences
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1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Usability Product-
centred
Task-centred Customer-
centred
Customer
satisfaction
Loyalty drivers
for repeat
purchase
B. Findability &
Flow
Basic search
and browse
Advanced
search
Faceted
search
Comparison Advanced
recommendatio
n
C. Device
accessibility
Basic
desktop site
Accessibility
guidance
Mobile
responsive
Mobile
adaptive
Continuous
CRO process
D. Customer
service
Basic form-
based
FAQ Web self-
service
Social media
self-service
Proactive
customer
service
E. Brand value
and personality
Basic brand
identity
Clear online
value proposition
Basic
comparison
tools
Social proof Continuous
CRO process
F. Merchandising
and
personalisation
None Home page Category and
product
pages
All relevant page
templates
Continuous
CRO process
G. Integration Standalone
channel
Cross-channel
journeys signed
integration
Social media
integration
Social sign-in
Auditing your capabilities
for digital customer experiences
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What is Customer Experience
Management?
Source: As defined by Forrester in 2011
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10 techniques to improve CXM
PLAN – Create a digital marketing plan
#1 Personas and journey mapping | #2 OVP
REACH – Increase awareness and visits
#3 Content focused SEO/CM | #4 Paid media targeting
ACT – Encourage interactions
#5 Managed journeys | #6 Marketing Automation
CONVERT – to online and offline sales
#7 CRO | #8 Merchandising/Mobile-optimised experiences
ENGAGE – to create long-term loyalty and advocacy
#9 Obsess about loyalty | #10 Social amplification
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Technique #1 Personas &
Customer journey mapping
Smart Insights Persona Toolkit
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B2C Persona example For each persona define preferences for:
Platforms
(web, email, mobile)
Platform usage (hours)
Content consumption:
General site types &
category-specific
Social media - content
creation & participation
Search behaviour
Trusted brands
www.dulux.co.ukSmart Insights Persona Toolkit :
See also Mental content model mapping technique
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Technique #2 Define Brand OVP
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Developing your brand personality?
Personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about.
Personality is not just about what you stand for, but
how you choose to communicate it. It is also the way
to reconnect your customers, partners, employees,
and influencers to the soul of your brand in the new
social media era.
Source:
Tip: Refine how
content enhances
Personality and
supports brand
storytelling
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Clear
OVP
run-of-
site
+
Social
Proof
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Improving Reach
Key success factors
Define success criteria
Select appropriate mix
Optimise most effective channels:
Search marketing
Outreach
Social media marketing
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#3 Content-focused SEO/Content Marketing
Define the content sweet spot
AlfredJansen Communications
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Use the Smart Insights Content Marketing Matrix for
a Structured evaluation of relevant content
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Technique #4 Targeted lifecycle media
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Example: Online value proposition:Selection and Purchase value
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Effectiveness (potential sales volume)
Investm
ent
(resourc
e n
eeded
)
SEO
Long Tail
AdWords
Remarketing
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
POE media targeting prioritisation
FBX
Retargeting
Promoted Posts
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
TailAdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
Example: Review effectiveness for your sector
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Increasing InterACTion
Key success factors
Define key customer journeys for different platforms
Use Analytics to improve effectiveness
Select content to engage audience
Manage creation and promotion
of content
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Technique #5. Managed customer journeys
Vote!
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How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
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Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk
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Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda
Squires from Seren
Customer persona toolkit: http://bit.ly/smartpersonas
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Technique #6 Marketing Automation
Automated Email Sequences > Targeted > Behavioural
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How sophisticated is
your email marketing?
Customers
Welcome
Behavioural
Cross sell
Regular
marketing
emails
Site
segmented
Activity
flagging
RFM
Predictive
Lapsed /
Churn
By product
Site down
apology
Birthday
/ Xmas
Emails
Repeat
abandoner
Future
Release
alert
Back in
stock alert
Lapsed
Activity
Non cross sell
Not returned
in 14 days
Not
re-purchased
in 14 days
Process
abandonment
X-sell
programme
By product
Newsletter
Not
transacted
By content
group visited
Content
triggers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Site Activity programFull marketing email program
Customer service emails
Source:
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Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category
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Increasing Conversion
Key success factors
Create a CRO / optimisation process
Understand multi-channel conversion
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Technique #7 CRO
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International CRO at ASOS.com
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Technique #8 Smart Merchandising
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Testing email offer in an abandoned shopping cart email sequence
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights case study
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Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
Pag
e o
r p
rod
uct
po
pu
lari
ty (
vie
ws)
or
page v
iew
variance (
com
pare
d t
o a
vera
ge)
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Example: product portfolio
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Improving Engagement
Key success factors
Understanding the satisfaction gap
Effective sharing through social media marketing
Effective and efficient email marketing
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Technique #9 Understanding loyalty drivers
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Customer feedback toolshttp://bit.ly/smartfeedback
HiPPO support tools = www.usertesting.com and www.whatusersdo.com
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Technique #10
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study
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Source: Philips presenting on PlantoEngage.com
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10 techniques to improve CXM
PLAN
#1 Personas and journey mapping | #2 OVP
REACH
#3 Content focused SEO/CM | #4 Paid media targeting
ACT
#5 Managed journeys | #6 Marketing Automation
CONVERT
#7 CRO | #8 Mobile-optimised experiences
ENGAGE
#9 Obsess about loyalty | #10 Social amplification
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Do you have a person
or team RESPONSIBLE
FOR CXM?
Vote!
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Coming soon…
“The Ecommerce Bible” by James Gurd
Design patterns and examples
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Digital Impact conference : 17th September London
http://www.smartinsights.com/digital-impact-2014
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Let’s Connect!
Questions & discussion welcome
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