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1
Improving Customer Experiences
10 practical techniques
20th May 2014 Manchester
Dr Dave Chaffey
SmartInsights.com
2
Customer Experience-driven growth
@ASOS.com
3
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 6th editions
• Editor at
...
4
More advice on improving
experiences
5
6
1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Usability Product-
centred
Task-centred Customer-
cent...
7
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
8
10 techniques to improve CXM
PLAN – Create a digital marketing plan
 #1 Personas and journey mapping | #2 OVP
REACH – I...
9
Technique #1 Personas &
Customer journey mapping
Smart Insights Persona Toolkit
10
B2C Persona example
For each persona define preferences for:
 Platforms
(web, email, mobile)
 Platform usage (hours)
...
11
Technique #2 Define Brand OVP
12
13
Developing your brand personality?
 Personality is the unique, authentic, and talkable soul
of your brand that people ...
14
15
Clear
OVP
run-of-
site
+
Social
Proof
16
Improving Reach
Key success factors
 Define success criteria
 Select appropriate mix
 Optimise most effective channe...
17
#3 Content-focused SEO/Content Marketing
Define the content sweet spot
AlfredJansen Communications
18
Strategic Content Marketing
http://bit.ly/smartercontent
19
Use the Smart Insights Content Marketing Matrix for
a Structured evaluation of relevant content
20
Technique #4 Targeted lifecycle media
21
Example: Online value proposition:
Selection and Purchase value
22
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom aud...
23
Increasing InterACTion
Key success factors
 Define key customer journeys for different platforms
 Use Analytics to im...
24
Technique #5. Managed customer journeys
 Vote!
25
How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example ...
26
Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk
27
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedl...
28
Technique #6 Marketing Automation
Automated Email Sequences > Targeted > Behavioural
29
How sophisticated is
your email marketing?
Customers
Welcome
email
Behavioural
Cross sell
Regular
marketing
emails
Site...
30
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category
31
Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Understand multi-channel conversion
32
Technique #7 CRO
33
International CRO at ASOS.com
34
35
Technique #8 Smart Merchandising
36
Testing email offer in an abandoned
shopping cart email sequence
 1. Generic branded follow-up
email :
+10% conversion...
37
38
Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance...
39
Example: product portfolio
40
Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media ...
41
Technique #9 Understanding loyalty drivers
42
Customer feedback tools
http://bit.ly/smartfeedback
HiPPO support tools = www.usertesting.com and www.whatusersdo.com
43
Technique #10
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study
44
Source: Philips presenting on PlantoEngage.com
45
10 techniques to improve CXM
PLAN
 #1 Personas and journey mapping | #2 OVP
REACH
 #3 Content focused SEO/CM | #4 Pai...
46
Do you have a person
or team RESPONSIBLE
FOR CXM?
 Vote!
47
Coming soon…
“The Ecommerce Bible” by James Gurd
Design patterns and examples
48
Digital Impact conference : 17th September London
http://www.smartinsights.com/digital-impact-2014
49
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools
 S...
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Transcript of "Smart insights"

  1. 1. 1 Improving Customer Experiences 10 practical techniques 20th May 2014 Manchester Dr Dave Chaffey SmartInsights.com
  2. 2. 2 Customer Experience-driven growth @ASOS.com
  3. 3. 3 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books now working on 6th editions • Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries • Insights Director at search conversion agency ClickThrough MarketingFree Basic member download: http://bit.ly/smartercontent
  4. 4. 4 More advice on improving experiences
  5. 5. 5
  6. 6. 6 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. Usability Product- centred Task-centred Customer- centred Customer satisfaction Loyalty drivers for repeat purchase B. Findability & Flow Basic search and browse Advanced search Faceted search Comparison Advanced recommendatio n C. Device accessibility Basic desktop site Accessibility guidance Mobile responsive Mobile adaptive Continuous CRO process D. Customer service Basic form- based FAQ Web self- service Social media self-service Proactive customer service E. Brand value and personality Basic brand identity Clear online value proposition Basic comparison tools Social proof Continuous CRO process F. Merchandising and personalisation None Home page Category and product pages All relevant page templates Continuous CRO process G. Integration Standalone channel Cross-channel journeys signed Email integration Social media integration Social sign-in Auditing your capabilities for digital customer experiences
  7. 7. 7 What is Customer Experience Management? Source: As defined by Forrester in 2011
  8. 8. 8 10 techniques to improve CXM PLAN – Create a digital marketing plan  #1 Personas and journey mapping | #2 OVP REACH – Increase awareness and visits  #3 Content focused SEO/CM | #4 Paid media targeting ACT – Encourage interactions  #5 Managed journeys | #6 Marketing Automation CONVERT – to online and offline sales  #7 CRO | #8 Merchandising/Mobile-optimised experiences ENGAGE – to create long-term loyalty and advocacy  #9 Obsess about loyalty | #10 Social amplification
  9. 9. 9 Technique #1 Personas & Customer journey mapping Smart Insights Persona Toolkit
  10. 10. 10 B2C Persona example For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.ukSmart Insights Persona Toolkit : See also Mental content model mapping technique
  11. 11. 11 Technique #2 Define Brand OVP
  12. 12. 12
  13. 13. 13 Developing your brand personality?  Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.  Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source: Tip: Refine how content enhances Personality and supports brand storytelling
  14. 14. 14
  15. 15. 15 Clear OVP run-of- site + Social Proof
  16. 16. 16 Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing
  17. 17. 17 #3 Content-focused SEO/Content Marketing Define the content sweet spot AlfredJansen Communications
  18. 18. 18 Strategic Content Marketing http://bit.ly/smartercontent
  19. 19. 19 Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content
  20. 20. 20 Technique #4 Targeted lifecycle media
  21. 21. 21 Example: Online value proposition: Selection and Purchase value
  22. 22. 22 Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram POE media targeting prioritisation FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic Example: Review effectiveness for your sector
  23. 23. 23 Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content
  24. 24. 24 Technique #5. Managed customer journeys  Vote!
  25. 25. 25 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
  26. 26. 26 Sites focused on users’ top tasks www.volkswagen.co.uk www.barclaycard.co.uk
  27. 27. 27 Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
  28. 28. 28 Technique #6 Marketing Automation Automated Email Sequences > Targeted > Behavioural
  29. 29. 29 How sophisticated is your email marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
  30. 30. 30 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  31. 31. 31 Increasing Conversion Key success factors  Create a CRO / optimisation process  Understand multi-channel conversion
  32. 32. 32 Technique #7 CRO
  33. 33. 33 International CRO at ASOS.com
  34. 34. 34
  35. 35. 35 Technique #8 Smart Merchandising
  36. 36. 36 Testing email offer in an abandoned shopping cart email sequence  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights case study
  37. 37. 37
  38. 38. 38 Segmenting pages/product by performance High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows) Conversion rate Or conversion rate variance (add to basket) compared to average Pageorproductpopularity(views) orpageviewvariance(comparedtoaverage)
  39. 39. 39 Example: product portfolio
  40. 40. 40 Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing
  41. 41. 41 Technique #9 Understanding loyalty drivers
  42. 42. 42 Customer feedback tools http://bit.ly/smartfeedback HiPPO support tools = www.usertesting.com and www.whatusersdo.com
  43. 43. 43 Technique #10 Map your customer lifecycle touchpoints and Optimise :Halfords case study
  44. 44. 44 Source: Philips presenting on PlantoEngage.com
  45. 45. 45 10 techniques to improve CXM PLAN  #1 Personas and journey mapping | #2 OVP REACH  #3 Content focused SEO/CM | #4 Paid media targeting ACT  #5 Managed journeys | #6 Marketing Automation CONVERT  #7 CRO | #8 Mobile-optimised experiences ENGAGE  #9 Obsess about loyalty | #10 Social amplification
  46. 46. 46 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
  47. 47. 47 Coming soon… “The Ecommerce Bible” by James Gurd Design patterns and examples
  48. 48. 48 Digital Impact conference : 17th September London http://www.smartinsights.com/digital-impact-2014
  49. 49. 49 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/
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