Alfonso de la Nuez - UserZoom - WebCongress San Francisco 2014

413 views

Published on

Published in: Internet, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
413
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Alfonso de la Nuez - UserZoom - WebCongress San Francisco 2014

  1. 1. The Swiss Army Knife to Measure & Manage The Digital Customer Experience www.userzoom.com A Holistic Approach to Managing the Digital Customer Experience By Alfonso de la Nuez, Co-CEO at UserZoom 2014
  2. 2. • Quick intro • Today’s Challenges • Digital Customer Experience Mgt. Market Overview • Holistic Approach to Digital CEM + Examples of Research, Insights & Metrics Agenda
  3. 3. Meet UserZoom! A Digital Customer Experience Management Company Focused on Websites & Mobile Apps
  4. 4. UserZoom provides a cloud-based, all-in-one online research software platform for companies to cost- effectively manage their customer’s experiences across web and mobile channels. What do we offer?
  5. 5. How do you benefit from using UserZoom? Companies can manage all kinds of online research & testing projects, gather customer feedback (VOC), test usability, monitor & record user behavior, etc, on both desktop and mobile devices. Customers get detailed, actionable consumer data to improve conversion rates, branding and customer loyalty
  6. 6. What we’re most proud of 50% of Fortune’s Most Admired Brands Use UserZoom 140 Enterprise Active Customers in 15 markets Main reasons why they use UserZoom: 1. Cost effective 2. Time efficient 3. Audience georgraphic reach 4. All-in-one approach
  7. 7. Does your company provide a good Customer Experience?
  8. 8. Digital CX Market Overview Customer Experience Management is the practice of designing, monitoring, and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.
  9. 9. CEM Market Overview Digital Customer Experience focuses on online interaction (mostly websites and apps). It begins with research, not guesswork, to study personas, behaviors, and expectations throughout every stage of the customer lifecycle
  10. 10. The challenge Businesses lose billions in revenue due to poor online customer experiences * Reducing Customer Struggle report, by Econsultancy with IBM Tealeaf, 24% of their annual online revenue in ‘11
  11. 11. • Even worse… • They may often know the ‘what’ • But hardly know the ‘why’ The challenge
  12. 12. The challenge The end user/consumer has more power than ever before
  13. 13. The challenge C-Level Execs really value* Customer Experience Estimated Market Size = 2.7 billion in 2012 *in fact, they’re pretty worried about it…
  14. 14. The challenge Great design = Financial success Great design = Not easy Great design = Not cheap No good experience w/o great DESIGN
  15. 15. The Challenge The GOAL is to understand… Web Analytics data Survey s VOC Usability Testing Focus Groups …what consumers do …who consumers are …how consumers behave …what consumers want/need …why consumers do what they do
  16. 16. Explosive market growth! $2.7 $3.2 $3.8 $4.6 $5.5 $6.6 $0 $1 $2 $3 $4 $5 $6 $7 2012 2013 2014 2015 2016 2017 $billions Global CEM and VoC Analytics Market Size. Source: MarketsandMarkets, 2013
  17. 17. Digital CE starts with great consumer insights Digital CX Market Overview
  18. 18. • Companies that invest in CE perform WAY better: 1. How your brand values (or brand promise) compare to what you actually ‘deliver’ to the customer; 2. how it compares to competitors; 3. Actually meeting or exceeding customer expectations Sources:
  19. 19. 1. Listen  Intercept surveys and feedback tabs  Continuously listen to the voice of your customer 4. Measure  More benchmarking  Dashboards  Analyze customer journey  Continuosly Measure Customer Satisfaction 2. Research  Define target market  Define UX & Usability Benchmarks  Collect quant + qual data 3. Test & Act  Agile Protoype Testing  Card Sorting & Tree Testing  Usability Testing CEM Holistic Approach to Digital CEM
  20. 20. Source: Foresee Blog Holistic Approach to Digital CEM
  21. 21. UX and CX Source: Forrester Research, 2013 UX is about the HOW & the WHY
  22. 22. User Research & Testing
  23. 23. Traditional research & testing is costly and time consuming
  24. 24. Research & testing is moving REMOTE (online) (cost-effective, agile, within natural context, automated…) Remote Testing is becoming widely adopted
  25. 25. • Examples of Insights & Metrics Agenda
  26. 26. Voice of the Customer Programs
  27. 27. Voice of the Customer Programs
  28. 28. NPS (Net Promoter Score) Measure satisfaction ratios
  29. 29. Run Online Usability Testing on your site
  30. 30. Go beyond traffic data!  Link survey data with traffic data  Analyze customer journey  See who visits your website  Measure what do they come to do (intent)  Why they behave like they do  How satisfied they are when they leave Who What How Why VOC and Web Analytics Integration
  31. 31. Task success and abandonment ratios Time on task
  32. 32. Competitive Benchmarking Check out the competition
  33. 33. Gestures, mouse movement, audio
  34. 34. Clickstreams Click heatmaps
  35. 35. Mobile Testing
  36. 36. • Takeaways: • The customer is in control • The brand is the experience • You’d better understand the what, who, how, when & why • With today’s technology, you can do it!
  37. 37. Thanks! @delanuez23 @UserZoom

×