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Proven ways to create engaging online customer experiences

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Across industries, organizations and audiences, the quality of the customer ...

Across industries, organizations and audiences, the quality of the customer
experiences drives the quality and profitability of the relationship you have
with your customers

This presentation explores the importance of customer experience, how and
where it occurs, and steps you can take to improve it.

Customer experience is the competitive battleground of today’s economy
Poor customer experience is a leading driver of customer churn
87% of all customers will never go back to an organization after a negative experience
Source: Mcorp Consulting
The cost of getting a customer is exceedingly high
Acquiring a new customer can cost up to 5 times more than retaining a current customer
Add a 2% increase in customer retention can have the same effect on profits as cutting cost by 10%
Source: Mcorp Consulting
Customer experience may be the most important way to grow a business today
83% of senior brand executives state “Customer experience is among the most critical determinants of brand strength and business growth”
Source: Mcorp Consulting
91% US firms said customer experience would be very important or critical to their 2011 efforts
Signification jump over the previous years results
Customer experience is equally important across large and small firms
Source: Forrester


42% are planning to apply user-generated content (UGC) to their websites in the next 12 months; 23% are using it already.

35% are planning to use corporate blogs in the next 12 months; 17% are using them already.

33% are planning to use pod casting in the next 12 months; 18% using it already.

35% are planning to use video casting in the next 12 month; 17% using it already.

Look and feel
Does it reassure you or repel you?
Do the images, colours and typography encourage the user to bond with your site?
Workflow/Information Architecture
How easily can you achieve the required task?
Is the information arranged in a way that makes sense to the end user?
Interactivity
Does the system react appropriately?
Does your site make use of technology to deliver the right information at the right moment?
How did you feel about your experience?
Happy, frustrated, angry???

Increase conversions
Successful redesigns can increase conversions by up to 100% or more
Increase adoption
Empirical research shows that perceived ease of use and usefulness are primary drivers of technology adoption.
Enhance customer satisfaction
Good user experience will increase customer satisfaction, drive repeat and referral business
Key differentiator
Apple elevated the user experience to a high art and look what it did for them

Build a quality permission based email list
Be upfront about how secure your subscriber information is
Use current customer database
Who have provided permission to send messages
Prospective customers
Sign ups on your website
Tradeshows and seminars
From reception desk
etc.
Ensure to comply to the CAN SPAM law

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Proven ways to create engaging online customer experiences Proven ways to create engaging online customer experiences Presentation Transcript

  • Create Engaging Online Customer Experiences by Regalix Inc – Nov 23, 2010
  • Presenter – Ritu Josan Over 8+ years of experience in digital marketing and corporate communications Directs account strategy at Regalix Worked with Fortune 500 and start up companies Worked on various successful marketing campaigns for B2B and B2C clients Has vast experience in customer acquisition programs Worked with brands like National Instruments in the past 2
  • Agenda Introduction Some Facts Various Online Touch Points Improving Website UI Involvement in Social Media Improving Email Communication Use Analytics to Measure Website Performance 3
  • IntroductionAcross industries, organizations and audiences, the quality of the customerexperiences drives the quality and profitability of the relationship you havewith your customersThis presentation explores the importance of customer experience, how andwhere it occurs, and steps you can take to improve it. 4
  • Some Facts Customer experience is the competitive battleground of today’s economy  Poor customer experience is a leading driver of customer churn  87% of all customers will never go back to an organization after a negative experience  Source: Mcorp Consulting The cost of getting a customer is exceedingly high  Acquiring a new customer can cost up to 5 times more than retaining a current customer  Add a 2% increase in customer retention can have the same effect on profits as cutting cost by 10%  Source: Mcorp Consulting Customer experience may be the most important way to grow a business today  83% of senior brand executives state “Customer experience is among the most critical determinants of brand strength and business growth”  Source: Mcorp Consulting 91% US firms said customer experience would be very important or critical to their 2011 efforts  Signification jump over the previous years results  Customer experience is equally important across large and small firms  Source: Forrester 5
  • Some Facts 42% are planning to apply user-generated content (UGC) to their websites in the next 12 months; 23% are using it already. 35% are planning to use corporate blogs in the next 12 months; 17% are using them already. 33% are planning to use pod casting in the next 12 months; 18% using it already. 35% are planning to use video casting in the next 12 month; 17% using it already. Source: E Consulting 6
  • Various Online Touch PointsCompany Website Email Communication/ Newsletters Customer touch points Presence on other online Social Media properties 7
  • 1. Four Elements of User Experience 2. User Experience Hierarchy of Needs 8
  • Improving Website UI What is it? Look and feel  Does it reassure you or repel you?  Do the images, colours and typography encourage the user to bond with your site? Workflow/Information Architecture  How easily can you achieve the required task?  Is the information arranged in a way that makes sense to the end user? Interactivity  Does the system react appropriately?  Does your site make use of technology to deliver the right information at the right moment? How did you feel about your experience?  Happy, frustrated, angry??? Source: Kevin Mireless 9
  • Improving Website UI Why is it important? Increase conversions  Successful redesigns can increase conversions by up to 100% or more Increase adoption  Empirical research shows that perceived ease of use and usefulness are primary drivers of technology adoption. Enhance customer satisfaction  Good user experience will increase customer satisfaction, drive repeat and referral business Key differentiator  Apple elevated the user experience to a high art and look what it did for them Source: Kevin Mireless 10
  • Improving Website UI Some Examples Provide website navigation trail. Its easier for the user to locate where they are. 11
  • Improving Website UI Some Examples 12
  • Improving Website UI Some Examples Show popular tags to the users to make it easier for them to search things on the website 13
  • Improving Website UI Some Examples 14
  • Improving Website UI Some Examples Easy Content filtering Prominent Social Network links 15
  • Involvement in Social Media Social Network Sites 1. Engage with your prospects and customers on a neutral platform 2. Get firsthand feedback from customers and prospects 16
  • Involvement in Social Media Blogs, Twitter 1. Have brand presence where your target group is discussing 2. Create a voice/ help desk via social media 17
  • Involvement in Social MediaMonitor Discussions on Social Media 18
  • Involvement in Social Media Groups, Forums 1. Follow your customers on various discussion groups 2. Try to sort customer queries, issues 19
  • Involvement in Social Media Run Polls 1. Understand the user requirement better 2. Integrate poll into the other Social Media Properties 20
  • Improving Email Communication Best Practice: Gather/ Create a Good Opt in List Build a quality permission based email list Be upfront about how secure your subscriber information is Use current customer database  Who have provided permission to send messages Prospective customers  Sign ups on your website  Tradeshows and seminars  From reception desk  etc. Ensure to comply to the CAN SPAM law 21
  • Improving Email Communication Best PracticesGive reasons to the user toclick on links.Provide strong call to action.Educate and engage users 22
  • Improving Email Communication Build Customer Trust Establish and build trust  Ask only for the most necessary information at registration  Send only what you say you will Give Recipients What They Want and Need  Provide control to the user  Let them decide the format (text or HTML)  The Frequency Personalize for Greater Relevance  Personalize right to the recipient level Deliver Value Continuously  Survey your recipients occasionally on their needs and interests  Make it easy for them to change their subscription preferences 23
  • Use Analytics to Measure Website Performance 1. Track conversions/ sales 2. Goal abandonment funnel 3. Funnel visualization 4. Conversion rate 24
  • Use Analytics to Measure Website Performance 1. Track the top content of your website. Create new content basis data 2. Monitor pages with high bounce rates. Improve content 3. Etc. 25
  • Use Analytics to Measure Website Performance 1. Track keywords that are driving traffic to your website and design more content around those keywords 2. Helps create content the resonates well with the target group 26
  • About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition 27
  • Thank You!Learn more about Regalix at: www.regalix.com Contact: Ritu Josan Sr. Business ManagerEmail: rjosan@regalix-inc.com 28