Smart insights

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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 recommendation

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. Merchandisingand personalisation

None Home page Category and product pages

All relevant page templates

Continuous CRO process

G. Integration Standalone channel

Cross-channel journeys signed

Email 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.uk Smart 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 enhancesPersonality 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 MarketingDefine the content sweet spot

AlfredJansen Communications

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Strategic Content Marketing

http://bit.ly/smartercontent

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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)

Inve

stm

ent (

reso

urce

nee

ded)

SEOLong Tail

AdWordsRemarketing

Facebook custom audiences

AdWordsGeneric

Social amplification

Media relatedPR

Influencer PR Integrated

contentcampaigns

Blog marketing

SponsoredTweets

Instagram

POE media targeting prioritisation

FBX Retargeting

Facebook Promoted Posts

LinkedInPromoted Posts

Tip: Review Display Network andRemarketing options

AdWordsTail

AdWordsPLA

AdWordsMobile

(Enhanced campaigns)

SEOGeneric

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 AutomationAutomated Email Sequences > Targeted > Behavioural

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How sophisticated is your email marketing?

Customers

Welcomeemail

BehaviouralCross sell

Regularmarketing

emails

Site segmented

Activityflagging

RFM

PredictiveLapsed /

Churn

By product

Site downapology

Birthday / XmasEmails

Repeatabandoner

FutureRelease

alert

Back instock alert

Lapsed

ActivityNon cross sell

Not returnedin 14 days

Not re-purchasedin 14 days

Processabandonment

X-sellprogramme

By product

NewsletterNot

transacted

By contentgroup visited

Contenttriggers

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% Open8.4% 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 rateOr conversion rate variance (add to basket) compared to average

Pag

e o

r p

rod

uct

pop

ula

rity

(vie

ws)

or

page v

iew

vari

ance

(co

mpare

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 #10Map yourcustomerlifecycle

touchpointsand

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 personor 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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