The story so far...

Emetrics has been a journey...

“I’m not a number.... I am a person!”Neil MasonDirector of Analytical ConsultingFoviance applied insightsneil.mason@foviance.com

Everyone has a number...Passport numberNI numberNHS numberDriving licence numberClubCard number

A one size fits all experience....

The opportunity....“By improving user experience, a typical business can improve sales by 64%”- Hewson Group

Here’s a question.....?How many of you have not had a poor online experience in the last 2 weeks

Brand marketing is over a 100 years old...

Direct marketing is over 50 years old...

Internet marketing is only 15 years old...

“80% of companies believethey deliver a ‘superiorexperience’ to theircustomers but only 8% oftheir customers agree” - Bain & Co The reality...

Accept that the baby may be ugly...

“84% of people who’ve had a bad customer experience tell others”“87% of people who’ve had a bad customer experience have stopped doing business with that company”- Right Now Customer Experience Report 2008The consequences...

Customer centricity drives loyalty

Customer experience maturity model

Customer experience maturity model

Customer experience framework

A user centric approach…Why do they visit the site?????Who visits the site?What do they do on the site?

Web Analytics to measure and track

More questions than answers?Good, bad or indifferent?

Surveys to understand the profile and to diagnose the issues

Why weren’t visitors able to achieve their goals?Your offers were not good value for money. The email you sent inplied your offers would be, too good to refuse.Difficulty in finding dates and stay periods at required hotels. completed by phoneMore details about bathrooms and if any suitable for disabled peoplei found it difficult to navigateIf the deal was right we would have made a bookingI had an E–mail advertising the £70 sale but when I was putting in dates to get prices it didn't seem to give this saving, although there were discounts that totalled less than the £70? Confusedyour website is unavaiable–so i couldnt get details for next weekend,so a waste of time

Focus groups and user research

EyetrackingGaze trailHeat Map

Ethnography – understanding the context of usage

Understanding emotional engagementModerate / low arousal level37High level of sensory arousal, though not as high as B68Extremely high level of sensory arousal, as shown by the hot white, pinks and yellows86

Customer centricity – the data ecosystemQuantitative DataQualitative Data

Creating core customer journeysWhy do they visit the site and what do they think of it?Who visits the site?What do they do on the site?

Create meaningful segments

Multi-channel measurementLand on SiteBook Online40% of them book online10% of brochure requesters go on to make a bookingRequest brochure60% of them book offline24% of web generated calls convert into a bookingBook via call centreCall call centre

Web analytics dataSurvey dataCampaign dataCustomer dataGet the data out of the silos…

Joined up thinking requires joined up data

A shift in perspective

Predicting segment membership75% shoppers25% shoppers43% items sold57% items sold25% shoppersRepeat shoppersSingle order shoppersRepeat Visitor Only“1 to 2” conversionEvents and triggersProbable segment membership11 product based segmentsProfiled on category purchasing, category browsing, plus opt-inProfiled on shopping behaviour, purchasing behaviour, category browsing, lifecycles, mosaic, opt-inProfiled on category browsing

Developing better customer experiences by anticipating customer needs

Thank you!Neil Masonneil.mason@foviance.com