Modus - iStrategy Chicago
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Modus - iStrategy Chicago

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Modus - iStrategy Chicago Modus - iStrategy Chicago Presentation Transcript

  • Whoever knowstheir customers bestWINSmodus associatesDIGITAL STR ATE G Y + D E S IG N
  • Innovation is hard. Let your customers help. 1. Why? 2. How? 3. Workshopwww.modusassociates.com 2
  • Scott McDonald Kristen Kulenych Graham EricksenCo-founder, Co-founder, Principal, Director ofManaging Director Chief Experience Officer Strategy & Innovation modus associates DIGITAL STR ATEGY + DESIGN
  • Why we’re here Where should you place your bets in a world where everything is changing and anything seems possible?www.modusassociates.com 4
  • “Nice, but as long as there are readers there will be scrolls.”
  • Today’s takeaway A practical framework you can use today to improve profitability and better serve your customers online i.e., To place the right bets.www.modusassociates.com 6
  • Innovating with y?customers: W h
  • Customer focus is in vogue... ROLES ASSOCIATIONSBOOKS ARTICLESwww.modusassociates.com 8
  • “Of course it’s about our customers.”www.modusassociates.com 9
  • 100s surveyed The business consultancy Bain & Company surveyed hundreds of companies that felt they delivered superior customer experiences.www.modusassociates.com 10
  • only 8% agree But in reality, only 8% of those companies’ customers agreed that the experience was superior.www.modusassociates.com 11
  • only $ of $ 1 80 “For every $80 companies spend driving traffic to their websites, only $1 is spent converting that traffic into customers.”www.modusassociates.com 12
  • What’s at stake...www.modusassociates.com 13
  • 10-to-1 margin “A three-year study of more than 40 Fortune 500 companies by research firm Peer Insight found companies focused on customer experience design outperformed the S&P 500 by a 10-to-1 margin.”www.modusassociates.com 14
  • www.modusassociates.com 15
  • Customer-Centric Firms Are Leaderswww.modusassociates.com 16
  • Innovating with ow?customers: H
  • Keys to getting a complete picture: 1. Variety of sources 2. What customers SAY and DOwww.modusassociates.com 18
  • What they DO Some tools and techniques: + Ethnographic research + User testing of your sites & products + Web traffic analysis + Industry / Third-party research + Competitive & best practices benchmarkingwww.modusassociates.com 19
  • What they SAY Some tools and techniques: + Customer interviews & focus groups + Surveys and questionnaires + Feedback forms + Customer service logs + Social media monitoringwww.modusassociates.com 20
  • Participatory Case Study
  • Imagine if you will…www.modusassociates.com 22
  • Imagine if you will… Business Mandate: Book more rooms onlinewww.modusassociates.com 23
  • Insights: + Key competitor launches customer reviews on their websiteCom petitor + Another offers uploadReview and share your trip photoswww.modusassociates.com 24
  • Insight: + Travelers don’t trust the reviews on hotel websites. They prefer Industry third-party sites like TripAdvisor. Researchwww.modusassociates.com 25
  • Insight: + Users overwhelminglyUser rejected the “uploadTesting photos and stories” ideawww.modusassociates.com 26
  • Insights: + Deals & discounts most popular section + 40% of searches are Traffic returning no results Analysiswww.modusassociates.com 27
  • Insights:C ustomer Why people are calling:Service 1. Website was confusingLogs 2. Thought they would get a better deal by phonewww.modusassociates.com 28
  • Insights: + Most site visitors believe aggregators have the best pricing. + 67% were unaware of best rate guarantee. Customer + 37% never heard of Surveys Loyalty Program.www.modusassociates.com 29
  • Insights: Desired information: stomer + rice PCu + Deals and discountsInt erviews + Destination informationwww.modusassociates.com 30
  • The difference between knowing & guessing 7% 11 % Entry Page Bounce 88 Yearly Site Revenue % 92 Rewards Program % Email Newsletter Sign-up Sign-up 68% Special Offers Revenuewww.modusassociates.com 31
  • Competitor User Review Testing Industry Research Customer Service Traffic Logs Analysis Customer Surveys Customer Interviewswww.modusassociates.com 32
  • Competitor User Review Testing Industry Research Traffic Analysiswww.modusassociates.com 33
  • Competitor Review Industry Researchwww.modusassociates.com 34
  • Could it really bethis straightforward?
  • Why not? “We don’t have time…www.modusassociates.com 36
  • Why not? “We don’t have time to be successful.”www.modusassociates.com 37
  • Make the time to be successful.www.modusassociates.com 38
  • Whoever knowstheir customers bestWINS
  • + For more information visit modusassociates.com + Continue the conversation at linkedin.com/iStrategy
  • Rhetoric v. Reality Hertz imageswww.modusassociates.com 41