Upload
compuware-apm
View
1.071
Download
1
Tags:
Embed Size (px)
DESCRIPTION
"5 Tips For Delivering Killer Online Experiences" webinar with customer experience expert Bruce Temkin
Citation preview
Copyright © 2010 Temkin Group. All Rights Reserved
Matt PoepselVP, Performance Strategies
Gomez Division
Bruce TemkinManaging PartnerTemkin Group
Building Superior Online
ExperiencesBruce Temkin
Customer Experience Transformist
& Managing Partner
TEMKIN GROUP
August 11, 2010
Copyright © 2010 Temkin Group. All Rights Reserved
The core insight
“Do what you do so well
that they will want to
see it again and bring
their friends.”- Walt Disney
Copyright © 2010 Temkin Group. All Rights Reserved
Agenda
• The state of customer experience
• Elements of a great online experience
• Key trends
4
Copyright © 2010 Temkin Group. All Rights Reserved
Rate the overall customer experience
that your company delivers
0%
1%
9%
26%
28%
25%
8%
3%
The worst in our industry
Considerably below …
Slightly below average …
Average for our industry
Slightly above average …
Considerably above …
The best in our industry
Better than all …
11%
Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey
Copyright © 2010 Temkin Group. All Rights Reserved
Rate the overall customer experience
that your company delivers
0%
1%
9%
26%
28%
25%
8%
3%
The worst in our industry
Considerably below …
Slightly below average …
Average for our industry
Slightly above average …
Considerably above …
The best in our industry
Better than all …
11%What’s your
goal on three
years?
65%
Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey
Copyright © 2010 Temkin Group. All Rights Reserved
How many companies regularly
“delight” their customers?
In-person
On the phone
Online
In-person
On the phone
Online
In-person
On the phone
Online
Researching a new
product or service…
Buying/applying for a
new product or service…
Getting customer service help…
Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey
Copyright © 2010 Temkin Group. All Rights Reserved
How many companies regularly
“delight” their customers?
8
26%
35%
26%
35%
36%
36%
In-person
On the phone
Online
In-person
On the phone
Online
In-person
On the phone
Online
Researching a new
product or service…
Buying/applying for a
new product or service…
Getting customer service help…
Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey
Copyright © 2010 Temkin Group. All Rights Reserved
How many companies regularly
“delight” their customers?
9
18%
26%
35%
20%
26%
35%
16%
36%
36%
In-person
On the phone
Online
In-person
On the phone
Online
In-person
On the phone
Online
Researching a new
product or service…
Buying/applying for a
new product or service…
Getting customer service help…
Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey
Copyright © 2010 Temkin Group. All Rights Reserved
Agenda
• The state of customer experience
• Elements of a great online experience
• Key trends
10
Copyright © 2010 Temkin Group. All Rights Reserved
SLICE-B: The key to online experiences
11
Start Locate Interact Complete End
Brand Coherence
Copyright © 2010 Temkin Group. All Rights Reserved
It’s all about the visitor’s perspective
12
Description of visitor:Who is s/he?
What does s/he know about the topic?How comfortable is s/he online?
Goal of visitor:Who is s/he?
What is s/he trying to accomplish
Copyright © 2010 Temkin Group. All Rights Reserved
SLICE-B: Start
13
Description of visitor:Who is s/he?
What does s/he know about the topic?How comfortable is s/he online?
Goal of visitor:Who is s/he?
What is s/he trying to accomplish
Start Locate Interact Complete End
• Welcoming: Is it immediately clear to visitor that s/he
will be able to accomplish the goal?
• Beginning: Is there a clear path(s) to begin the
process?
Copyright © 2010 Temkin Group. All Rights Reserved
SLICE-B: Locate
14
Description of visitor:Who is s/he?
What does s/he know about the topic?How comfortable is s/he online?
Goal of visitor:Who is s/he?
What is s/he trying to accomplish
Start Locate Interact Complete End
• Findable: Is it easy to find what’s needed?
• Available: Is all of the information available when and
where it’s needed?
Copyright © 2010 Temkin Group. All Rights Reserved
SLICE-B: Interact
15
Description of visitor:Who is s/he?
What does s/he know about the topic?How comfortable is s/he online?
Goal of visitor:Who is s/he?
What is s/he trying to accomplish
Start Locate Interact Complete End
• Easy to use: Is it easy to do what s/he wants to do?
• Understandable: Is it easy to understand all of the
information?
Copyright © 2010 Temkin Group. All Rights Reserved
SLICE-B: Complete
16
Description of visitor:Who is s/he?
What does s/he know about the topic?How comfortable is s/he online?
Goal of visitor:Who is s/he?
What is s/he trying to accomplish
Start Locate Interact Complete End
• Success: Can s/he accomplish what she wants to do?
• Feedback: Was there clear feedback that s/he
succeeded?
Copyright © 2010 Temkin Group. All Rights Reserved
SLICE-B: End
17
Description of visitor:Who is s/he?
What does s/he know about the topic?How comfortable is s/he online?
Goal of visitor:Who is s/he?
What is s/he trying to accomplish
Start Locate Interact Complete End
• Next steps: Is it clear what to do next; even across
channels?
• Additional goals: Is it easy to start net goals?
Copyright © 2010 Temkin Group. All Rights Reserved
SLICE-B: Brand Coherence
18
Description of visitor:Who is s/he?
What does s/he know about the topic?How comfortable is s/he online?
Goal of visitor:Who is s/he?
What is s/he trying to accomplish
Start Locate Interact Complete End
Brand Coherence
• Brand values: Are brand values reinforced across the
experience?
• Brand consistency: Are branding elements
consistent across the experience?
Copyright © 2010 Temkin Group. All Rights Reserved
Make sure your online experiences
deliver all of SLICE-B elements
19
Start
Locate
Interact
Complete
End
Brand
Welcoming
Beginning
Findable
Available
Easy to use
Understandable
Success
Feedback
Next steps
Additional goals
Brand values
Brand consistency
✔✔
✔✔
✔✔
✔✔
✔✔
✔✔
Copyright © 2010 Temkin Group. All Rights Reserved
Agenda
• The state of customer experience
• Elements of a great online experience
• Key trends
20
Copyright © 2010 Temkin Group. All Rights Reserved
Key trends shifting online experiences
• Search engines
– Home pages are no longer the starting points
21
Copyright © 2010 Temkin Group. All Rights Reserved
Key trends shifting online experiences
• Search engines
• Personalization
– More processing and rendering of custom content
22
Copyright © 2010 Temkin Group. All Rights Reserved
Key trends shifting online experiences
• Search engines
• Personalization
• Content aggregation
– Pulling content from multiple sites across the network
and creating mash-ups
23
Copyright © 2010 Temkin Group. All Rights Reserved
Key trends shifting online experiences
• Search engines
• Personalization
• Content aggregation
• Multimedia
– More video and interactive elements throughout the
experience
24
Copyright © 2010 Temkin Group. All Rights Reserved
Key trends shifting online experiences
• Search engines
• Personalization
• Content aggregation
• Multimedia
• Social
– Sharing and commenting will get integrated
throughout many experiences
25
Copyright © 2010 Temkin Group. All Rights Reserved
Key trends shifting online experiences
• Search engines
• Personalization
• Content aggregation
• Multimedia
• Social
• Mobile
– Content needs to be rendered for different devices
and become relevant to their location
26
Copyright © 2010 Temkin Group. All Rights Reserved
Key trends shifting online experiences
• Search engines
• Personalization
• Content aggregation
• Multimedia
• Social
• Mobile
27
Copyright © 2010 Temkin Group. All Rights Reserved
What are the significant obstacles to
your customer experience efforts?
Copyright © 2010 Temkin Group. All Rights Reserved
What are the significant obstacles to
your customer experience efforts?
12%
18%
27%
27%
27%
31%
31%
49%
50%
52%
71%
The wrong organization is leading
The wrong people are leading
Unclear understanding of customers
Lacking commitment from snr execs
Lacking important skills in the org
Lacking leadership for customer exper.
Lacking incentives and rewards
Limited funding
Conflict across internal organizations
Lacking clear customer exper. strategy
Other competing priorities
Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey
Copyright © 2010 Temkin Group. All Rights Reserved
What are the significant obstacles to
your customer experience efforts?
12%
18%
27%
27%
27%
31%
31%
49%
50%
52%
71%
The wrong organization is leading
The wrong people are leading
Unclear understanding of customers
Lacking commitment from snr execs
Lacking important skills in the org
Lacking leadership for customer exper.
Lacking incentives and rewards
Limited funding
Conflict across internal organizations
Lacking clear customer exper. strategy
Other competing priorities
Base: 140+ North American Companies with $500+ million in annual revenuesSource: Temkin Group May 2010 Survey
It’s time to make your online experience
a top priority…So people will come back
and bring their friends
Copyright © 2010 Temkin Group. All Rights Reserved
Thank you!
31
Bruce TemkinCustomer Experience Transformist& Managing Partner
TEMKIN GROUPwww.temkingroup.com
Email: [email protected]: 617/916-2075Twitter: @btemkinBlog: Customer Experience Matters
(experiencematters.wordpress.com)
Matt PoepselVP, Performance Strategies
Gomez Division
Website speed impacts page abandonment
-8%
-25%
-33%-38%
-40
-35
-30
-25
-20
-15
-10
-5
0
5
10
2 secs 4 secs6 secs 8 secs
Performance improvement (seconds)
Percentage change in page abandonment
Source: Gomez data, page abandonment data across more than 150 websites and 150 million page views
1) Benchmark the Competition
Industry Response
Time (sec)
Availability
Retail 2.31 99.88%
Banking 3.30 99.85%
Media 4.98 99.88%
Travel -
Airlines
3.55 99.90%
Source: Gomez November 2009 U.S. Benchmark Data
How does your Website performance compare – to the competition and to the best?
All industries
aren’t the sameHow do you rank?
2) Optimize site performance for all customers
Atlanta
3.4 Seconds
New York
2.7 Seconds
Chicago
4.1 Seconds
Dallas
4.3 Seconds
Los Angeles
6.8 Seconds
San Francisco
8.2 Seconds
Company Headquarters
3) Optimize your site for your customers’ key browsers
Top browser versions in North America from May 09 to June 10
Source: http://gs.statcounter.com
0
5
10
15
20
25
30
35
40
45
%
IE 8.0
IE 7.0
Firefox 3.5
Firefox 3.6
Firefox 3.0
IE 6.0
Safari 4.0
Chrome 4.0
Chrome 5.0
Browsers have difference performance characteristics
Browser Version Raw performance
(sec)
Perceived performance
(sec)
Microsoft IE 6 12.4 10.0
7 10.2 7.8
8 7.9 5.7
Firefox3 5.7 3.1
2 6.7 4.3
Safari
All 2.3 1.9
Chrome
All 2.4 2.4
Source: Gomez Real-User Monitoring, U.S. Broadband users, 160 M pages over 30 days, across numerous customers
4) Improve mobile site performance
58% of mobile phone users expect websites to load as quickly, almost as quickly or faster on their mobile phone, compared to the computer they use at home1
Source: Among adults who accessed the internet with a mobile phone in the past 12 months (n=1,001). “Gomez Mobile Web Experience Survey”, Equation Research, October 2009
Optimized Not Optimized
Ad Network
Site Search
Streaming Data
5) Make sure third parties aren’t impacting performance
Content Delivery
Network
With 3rd Parties
-140% Slower
-90% More Objects
Web Analytics
5 Tips for Creating Killer Experiences
1. Benchmark – compare to your competitors and the top performers.
2. Make your site is fast enough for all customers – no matter where they live.
3. Optimize your site for the key browsers your customers use.
4. Improve the performance of your mobile sites and applications.
5. Evaluate third party technologies and ensure they’re not impacting your customers’ experiences.
The Web Application Delivery Chain
The Challenge of Ensuring Quality Web Experiences
Zone of customer expectationZone of customer expectation
Systems management
tools: “OK”
…user is NOT happy
Zone of customer expectationZone of customer expectationTraditional zone of controlTraditional zone
of control
MajorISP
Local ISP
Mobile Carrier
Internet
Content DeliveryNetworks
3rd Party/Cloud Services
Browsers and devices UsersUsers
Storage
Web Servers
App Servers
DB Servers
Mainframe
Load Balancers
Mobile Components
Network
Gomez Network: The World’s Most Comprehensive Performance and Testing Network
Web Performance Management and
Load Testing 150+ locations
Backbone
Cross-Browser Testing 500+ browser/OS combo’s5,000+ supported devices
Virtual Test Bed
Web Performance Management and
Load Testing 150,000+ locations
Gomez Last Mile Your Actual Users
Real User MonitoringWorldwide, wherever
your users are
Questions?
Gomez is here to help…
What are Website delays costing
your business?
Use the Gomez custom benchmark
tool to compare your performance
with the competition:
http://www.gomez.com/my-benchmark
Some of Our Customers