Reducing Online Customer Struggle

2,131 views
2,111 views

Published on

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

No Downloads
Views
Total views
2,131
On SlideShare
0
From Embeds
0
Number of Embeds
130
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Reducing Online Customer Struggle

  1. 1. Ashley FriedleinCEOEconsultancy.com Reducing Customer StruggleLinus GregoriadisResearch DirectorEconsultancy.com In association with Tealeafashley.friedlein@econsultancy.comlinus.gregoriadis@econsultancy.comhttp://econsultancy.com
  2. 2. Acquire, Convert, Retain Retain & Grow Acquire Customer Service Search Engine Marketing Email Marketing Email Marketing Choice & Convenience Affiliate Marketing Loyalty Programmes Aggregators Dynamic Pricing Shopping Comparison Personalisation Measure & Optimise Interactive Advertising Community Referrals Web Analytics Partnerships Social Media Online Panels Co-registration Online Surveys Site Performance Viral Marketing Monitoring Peer-to-Peer Competitor Benchmarking Content Distribution / RSS A/B & MVT Testing Online PR Buzz & Brand Monitoring Social Media Convert Multichannel Marketing Content Targeting Accessibility Usability Customer Decision Support3rd Party Certification / Accreditation Promotions & Merchandising Personalisation & Targeting Email Marketing Payment Options Onsite Search Copywriting, Content, Functionality & Presentation Ratings & Reviews User Experience | 2 | Reducing Customer Struggle
  3. 3. Understanding customer experience | 3| Course Title
  4. 4. Understanding types of customer behaviourWhy they return to your site 39% Retain & Grow 63% How people become aware of your brand or websiteWhy they make a second purchase 38%Why they recommend your site 36% Acquire Measure & Optimise 62% Where people come from before visiting your websiteWhy they make a purchase 44%Why they abandon the shopping cart 23% 44% What they are most likely to do on their first visit ConvertWhy they leave the site without converting 19% | 4 | Reducing Customer Struggle
  5. 5. Discovering problems | 5| Course Title
  6. 6. Discovering issues with the onlineexperience 80% 76% 76% 70% 60% 56% 50% 44% 44% 40% 34% 30% 26% 20% 10% 8% 0% Calls to Customer Web Direct Online Customer Online Session customer emails analytics messages / contact form surveys feedback replay service team comments tool technology from social media| 6 | Reducing Customer Struggle
  7. 7. Photo credit: Julia Borysewicz on stock.xchngRather than avoiding problems in the first place, companies are reacting to issues after the horse has bolted. | 7 | Reducing Customer Struggle
  8. 8. Most common and most serious websiteissues 60% 57% 55% 50% 40% 29% 31% 30% 25% 26% 24% 24% 24% 21% 20% 20% 18% 19% 20% 10% 9% 10% 8% 6% 5% 4% 0% Most common Most serious Note: This was a traffic split question, with half of respondents being asked about the most common issues and the other half about most serious issues. Respondents could check up to three options.| 8 | Reducing Customer Struggle
  9. 9. Methods used for understanding thecustomer experience 100% 90% 91% 80% 70% 60% 66% 50% 40% 44% 43% 42% 39% 38% 30% 20% 26% 16% 10% 11% 34% 29% 56% 27% 29% 18% 18% 13% 19% 37% 0% Web Online User testing AB and / or Offline focus Social media Online Offline Online focus Session analytics surveys multivariate groups / analysis / reputation / surveys groups replay testing customer voice of the buzz technology interviews customer monitoring tools % of companies using % of companies considering very effective| 9 | Reducing Customer Struggle
  10. 10. Social media | 10| Course Title
  11. 11. Approach to social media comments aboutcustomer experience issues 70% 60% 59% 60% 50% 40% 40% 34% 30% 20% 20% 10% 0% We respond directly The tweet/comment Tweets/social There is an The tweet/comment to the problem is monitored by comments are escalation within the is monitored by (when appropriate) marketing shared with business so customer service marketing and/or responsible team customer service gets notified teams| 11 | Reducing Customer Struggle
  12. 12. Customer Service gets SocialDifferent customers want to interact throughdifferent media for different reasons...Where Social Media meets Customer Service - LinkedIn | Reducing Customer Struggle
  13. 13. • Launched in May This BTCare is the official help is I supportSirtaggy@BTCare 2009,is great how good twitter and said Iwas upset being cut off UK residential customers on Twitter. presence for BT Retail & there BT was wanting to• Proactively search forhelp, Hats off for BT. customers in distress and respond in real-time.mikejulietbravo@BTCare BTCare on Twitter is a hell of a lot• Aim is to improve BT’s brand reputation by publicly deliveringmore personal than calling fast, interminablepersonal. that excellent service, which is the efficient and numbersyou get passed around.unique stuff. per month and have• Help more than 3,000 Good users sent more than 17,000 messages.Kirley Wirley @BTCare thank you for (a) listening, (b) is• 62% are extremely or very satisfied (Twitter Survey) which 15% higher than (c) doing something about it – it’s THATunderstanding andthe BT experience overall (Customerkind of service that makes me love BT #loveBT Experience Survey). | Reducing Customer Struggle
  14. 14. Integrating online with offline channels | 14| Course Title
  15. 15. Photo credit: Herman Brinkman on stock.xchngFor 60% of companies, the offline parts of their business have little or no visibility into individual online customer activity. | 15 | Reducing Customer Struggle
  16. 16. Visibility into online customer activity 50% 45% 44% 40% 40% 35% 30% 30% 29% 25% 23% 20% 20% 15% 10% 7% 6% 5% 0% Very much so To some extent Not really Not at all US Europe| 16 | Reducing Customer Struggle
  17. 17. Integrating online with offline channels Only 3% of respondents describe the multichannelexperience they provide as ‘excellent’, while just under aquarter (24%) say this is ‘poor’ (20%) or ‘very poor’ (4%). Around 74% of organisations do not quantify theamount of customer calls to the contact centre that haveresulted from a poor online customer experience. – Those that do estimate it to be around 15% of total calls.| 17 | Reducing Customer Struggle
  18. 18. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by anymeans, electronic or mechanical, including photocopy, recording or any information storage and retrievalsystem, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.| 18 | Reducing Customer Struggle

×