5 tips for delivering killer online experiences presented by Gomez
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5 tips for delivering killer online experiences presented by Gomez

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"5 Tips For Delivering Killer Online Experiences" webinar with customer experience expert Bruce Temkin

"5 Tips For Delivering Killer Online Experiences" webinar with customer experience expert Bruce Temkin

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5 tips for delivering killer online experiences presented by Gomez 5 tips for delivering killer online experiences presented by Gomez Presentation Transcript

  • Bruce Temkin Matt Poepsel Managing Partner VP, Performance Strategies Temkin Group Gomez Division Copyright © 2010 Temkin Group. All Rights Reserved
  • Building Superior Online Experiences Bruce Temkin Customer Experience Transformist & Managing Partner TEMKIN GROUP August 11, 2010
  • 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 Better than all… 3% The best in our industry 8% 11% Considerably above… 25% Slightly above average… 28% Average for our industry 26% Slightly below average… 9% Considerably below… 1% The worst in our industry 0% Base: 140+ North American Companies with $500+ million in annual revenues Source: Temkin Group May 2010 Survey Copyright © 2010 Temkin Group. All Rights Reserved
  • Rate the overall customer experience that your company delivers Better than all… 3% The best in our industry 8% 11% 65% What’s your Considerably above… 25% goal on three years? Slightly above average… 28% Average for our industry 26% Slightly below average… 9% Considerably below… 1% The worst in our industry 0% Base: 140+ North American Companies with $500+ million in annual revenues Source: Temkin Group May 2010 Survey Copyright © 2010 Temkin Group. All Rights Reserved
  • How many companies regularly “delight” their customers? Researching a new Buying/applying for a product or service… new product or service… In-person In-person On the phone On the phone Online Online Getting customer service help… In-person On the phone Online Base: 140+ North American Companies with $500+ million in annual revenues Source: Temkin Group May 2010 Survey Copyright © 2010 Temkin Group. All Rights Reserved
  • How many companies regularly “delight” their customers? Researching a new Buying/applying for a product or service… new product or service… In-person 35% In-person 35% On the phone 26% On the phone 26% Online Online Getting customer service help… In-person 36% On the phone 36% Online Base: 140+ North American Companies with $500+ million in annual revenues Source: Temkin Group May 2010 Survey 8 Copyright © 2010 Temkin Group. All Rights Reserved
  • How many companies regularly “delight” their customers? Researching a new Buying/applying for a product or service… new product or service… In-person 35% In-person 35% On the phone 26% On the phone 26% Online 18% Online 20% Getting customer service help… In-person 36% On the phone 36% Online 16% Base: 140+ North American Companies with $500+ million in annual revenues Source: Temkin Group May 2010 Survey 9 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 Start Locate Interact Complete End Brand Coherence 11 Copyright © 2010 Temkin Group. All Rights Reserved
  • It’s all about the visitor’s perspective Description of visitor: Goal of visitor: Who is s/he? Who is s/he? What does s/he know about the topic? What is s/he trying to accomplish How comfortable is s/he online? 12 Copyright © 2010 Temkin Group. All Rights Reserved
  • SLICE-B: Start Description of visitor: Goal of visitor: Who is s/he? Who is s/he? What does s/he know about the topic? What is s/he trying to accomplish How comfortable is s/he online? 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? 13 Copyright © 2010 Temkin Group. All Rights Reserved
  • SLICE-B: Locate Description of visitor: Goal of visitor: Who is s/he? Who is s/he? What does s/he know about the topic? What is s/he trying to accomplish How comfortable is s/he online? 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? 14 Copyright © 2010 Temkin Group. All Rights Reserved
  • SLICE-B: Interact Description of visitor: Goal of visitor: Who is s/he? Who is s/he? What does s/he know about the topic? What is s/he trying to accomplish How comfortable is s/he online? 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? 15 Copyright © 2010 Temkin Group. All Rights Reserved
  • SLICE-B: Complete Description of visitor: Goal of visitor: Who is s/he? Who is s/he? What does s/he know about the topic? What is s/he trying to accomplish How comfortable is s/he online? Start Locate Interact Complete End • Success: Can s/he accomplish what she wants to do? • Feedback: Was there clear feedback that s/he succeeded? 16 Copyright © 2010 Temkin Group. All Rights Reserved
  • SLICE-B: End Description of visitor: Goal of visitor: Who is s/he? Who is s/he? What does s/he know about the topic? What is s/he trying to accomplish How comfortable is s/he online? 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? 17 Copyright © 2010 Temkin Group. All Rights Reserved
  • SLICE-B: Brand Coherence Description of visitor: Goal of visitor: Who is s/he? Who is s/he? What does s/he know about the topic? What is s/he trying to accomplish How comfortable is s/he online? 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? 18 Copyright © 2010 Temkin Group. All Rights Reserved
  • Make sure your online experiences deliver all of SLICE-B elements ✔  Welcoming Start ✔  Beginning ✔  Findable Locate ✔  Available ✔  Easy to use Interact ✔  Understandable ✔  Success Complete ✔  Feedback ✔  Next steps End ✔  Additional goals ✔  Brand values Brand ✔  Brand consistency 19 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? Other competing priorities 71% Lacking clear customer exper. strategy 52% Conflict across internal organizations 50% Limited funding 49% Lacking incentives and rewards 31% Lacking leadership for customer exper. 31% Lacking important skills in the org 27% Lacking commitment from snr execs 27% Unclear understanding of customers 27% The wrong people are leading 18% The wrong organization is leading 12% Base: 140+ North American Companies with $500+ million in annual revenues Source: Temkin Group May 2010 Survey Copyright © 2010 Temkin Group. All Rights Reserved
  • What are the significant obstacles to your customer experience efforts? Other competing priorities 71% Lacking clear customer exper. strategy 52% Conflict across internal organizations 50% It’s time to make Limited funding 49% your online experience Lacking incentives and rewards 31% Lacking leadership for customer exper. 31% a top priority… Lacking important skills in the org 27% Lacking commitmentpeople will come back So from snr execs 27% Unclear understanding of customers 27% The wrong and bring their friends people are leading 18% The wrong organization is leading 12% Base: 140+ North American Companies with $500+ million in annual revenues Source: Temkin Group May 2010 Survey Copyright © 2010 Temkin Group. All Rights Reserved
  • Thank you! Bruce Temkin Customer Experience Transformist & Managing Partner TEMKIN GROUP www.temkingroup.com Email: bruce@temkingroup.com Phone: 617/916-2075 Twitter: @btemkin Blog: Customer Experience Matters (experiencematters.wordpress.com) 31 Copyright © 2010 Temkin Group. All Rights Reserved
  • Matt Poepsel VP, Performance Strategies Gomez Division
  • Website speed impacts page abandonment 10 Performance improvement 5 (seconds) 6 secs 8 secs 2 secs 4 secs 0 -5 -8% -10 -25% -15 Percentage -33% change in -20 -38% page abandonment -25 -30 -35 -40 Source: Gomez data, page abandonment data across more than 150 websites and 150 million page views
  • 1) Benchmark the Competition Industry Response Availability Time (sec) Retail 2.31 99.88% Banking 3.30 99.85% Media 4.98 99.88% Travel - 3.55 99.90% Airlines All industries aren’t the same How do you rank? How does your Website performance compare – to the competition and to the best? Source: Gomez November 2009 U.S. Benchmark Data
  • 2) Optimize site performance for all customers Chicago 4.1 Seconds San Francisco New York 8.2 Seconds 2.7 Seconds Dallas 4.3 Seconds Company Headquarters Los Angeles 6.8 Seconds Atlanta 3.4 Seconds
  • 3) Optimize your site for your customers’ key browsers Top browser versions in North America from May 09 to June 10 45 40 35 IE 8.0 30 IE 7.0 25 Firefox 3.5 % Firefox 3.6 20 Firefox 3.0 15 IE 6.0 10 Safari 4.0 5 Chrome 4.0 0 Chrome 5.0 Source: http://gs.statcounter.com
  • Browsers have difference performance characteristics Browser Version Raw Perceived performance performance (sec) (sec) Microsoft IE 6 12.4 10.0 7 10.2 7.8 8 7.9 5.7 Firefox 3 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 Optimized Not Optimized 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
  • 5) Make sure third parties aren’t impacting performance With 3rd Parties -140% Slower -90% More Objects Site Search Ad Network Streaming Data Content Delivery Network 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 Challenge of Ensuring Quality Web Experiences Systems …user is management NOT happy tools: “OK” The Web Application Delivery Chain 3rd Party/ Browsers Load Cloud Services Local ISP and devices Users Balancers Web Servers Mobile Components App Servers Internet DB Major Servers ISP Storage Mainframe Network Content Delivery Mobile Networks Carrier Traditional zone Traditional zone Zone of customer expectation of customer expectation Zone of customer expectation of control of control Zone
  • Gomez Network: The World’s Most Comprehensive Performance and Testing Network Backbone Gomez Last Mile Virtual Test Bed Your Actual Users Web Performance Web Performance Cross-Browser Testing Real User Monitoring Management and Management and 500+ browser/OS combo’s Worldwide, wherever Load Testing Load Testing 5,000+ supported devices your users are 150+ locations 150,000+ locations
  • Questions? Some of Our Customers 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