Company N positions itself as the one that due to a strong passion has evolved from a small shop into one of the largest bicycle manufacturers in Europe in 20 years, also thanks to numerous investments in modern production with the introduction of the latest IT solutions. We decided to conduct a small research and find out how its positioning coincides with the clients’ vision.

1. MISSION IMPOSIBLE:
FIND THE WEBSITE
Scheduling Worldwide by 4Service

2. InsightsWEBSITE
UI/UX is at extremely low level. The CES (customer effort
score) is 4.2 out of 5. At each stage of the customer journey
the Customers have to do much efforts:
The official version of the website has critical bugs making
impossible to carry out main tasks:
• No button to switch the language. Only English available.
• 20% of English website is still in local language.
• The most important tabs, features don’t work: to check
characteristics of the product, make a order, find dealer,
search option.
• 80% of customers thought that the brand is sold only in
certain country (because of ending of the domain, only
local list of distributors).
• The dealer list shows only dealers in country N. The tab
with EU list of dealers is located at the bottom of the
page - 0% of customers found it.
• Some tabs are empty or don’t operate. Website in local
language is much more user friendly. But for some goods
the button «put to the basket» is missing.
DISTRIBUTION CHANNELS
• The CES to find the dealer in EU is 3.4
out of 5.
40% of users could not find the
distributors websites on Google
When looking for the company in EU
countries «Company N *Country* buy»,
only local website appears. When the
customer goes to the tab with
distributors, only local ones appear. 80%
of customers thought that the brand is
sold only in country N
• The websites of distributors in
Hungary and Greece indicated on the
site.eu are nor correct, they do not
exist.
• Russian website temporary doesn’t
operate.
• 50% of users were not able to find
company’s products from the 1st
attempt on the dealers websites.
CONTACT THE DEALER
• 57% of customers got no response
via phone making at least 5
attempts
• 85% of customers did not get any
response for the requests via email
• When reaching the contact center,
bot gives you a possibility to choose
language. But, when you selecting
English it still speaks to you in local
language.

3. In the present study, when
conducting a detailed analysis
of the customer journey, we
used the following indexes:
The result of this study is creation of the customer’s journey
map, which displays the stages that the customer undergoes
and what emotions he experiences, the points of interaction with
the brand and the difficulties that prevent him from achieving
his goals.
CES - The Customer Effort Score determines how much efforts
the customers needs to apply to solve a problem: search, wait for
response, or find a specific product. It is calculated both for
individual service areas, and in general. The scale is 1-5, the
answer options are as follows: Very Difficult – Difficult – Neither –
Easy – Very Easy, and they are numbered from 5 to 1.
NPS – Net Promoter Score measures the loyalty of customers to a
company. The Net Promoter Score is calculated based on
responses to a single question: How likely is it that you would
recommend the company/product/service to a friend or
colleague? The scoring for this answer is based on a 0 to 10 scale.
Indexes and
methodology

4. Touch Points:
• Search on Google
• Acquaintance with the site
• Using
• Product Search
• Order Creation
• Contact center
PARAMETERS OF THE RESEARCH
ONLINE ORDER VIA OFFICIAL WEBSITE
Participants:
local/not local man/women from 22
to 45 years old) who have not
previously used the website
Period:
May 2020.
Country:
Manufacturer

5. EVENT 1. GOOGLE SEARCH 2. ACQUAINTANCE WITH SITE 3. USING 4. ORDER CREATION 5. REACHING THE DEALER
RESULTS
Appears first on the list, not
clear if the bikes are distributed
to other countries.
Interface is quite pleasant and
up-to-date, information is well
organized, comfortable
combination of background and
text (except Brand tab)
Hard to use, has not all the
functions and capabilities I
expect it to have. Unfriendly
Somewhat difficult to create
order
The expected service was not
received
CUSTOMER
EFFORT 3,4 3,8 4,8 4,2 4,5
EMOTION
PAIN POINTS
1.1. Only website with local
domain ending appears first in
the search list. This confuses as
looks like the bikes are sold
only in this country. Then you
go to the distributors tab and
only certain locations are
indicated there.
1.2. The website doesn’t have
the button to switch the
language.
2.1. There are 2 websites. The first
one was found by chance and it
has translation into English and
local language. 100% of users
find only the second website in
English.
2.2. Both versions differ a lot. The
website in English has no
information about delivery,
how to place an order and how
to return it if needed.
2.3. Most customers had no
desire to read articles as they are
focused on company
achievements rather than on
what would be interesting for the
customers.
2.4. Different fronts, text colour is
used in one tab.
2.5 Most customers had no desire
to read articles as they are
focused on company
achievements rather than on
what would be interesting for the
customers.
2.6 20% of information in English
version of the website is in local
3.1 Search button is missing in
English version
3.2 No description of the bikes
characteristics in English
version
3.3 When ticking «find dealer»,
only country N locations are
indicated. Impossible to make
an order in English version. No
information where to buy.
3.4 0% of our shoppers could
full list of World distributors as
it is located in the bottom of the
webpage. They used the tab
«distributors» on the main menu
where only country N locations
are indicated.
3.5 Some tabs are empty
4.1 No option to make an order
in English version. The button
«find distributors» shows only
local ones.
4.2 Local version. Bugs when
putting the bike to the basket. It
is not in stock, however, the
buttons to order is active
4.3 For some goods the button
«put to the basket» is missing.
At the same time there is no
information that the good is out
of stock. Looks like bug.
5.1. 57% of customers did not
reach the contact center after
3 attempts and 43% reached
from the 1st attempt
5.2. 85% of customers did not
get any response for the
requests via email, 15% of
requests got response within 1 -
6 hours.
5.3. No online support, only per
email.
5.4. When reaching the contact
center, bot gives you a
possibility to choose language.
But when you selecting English
it still speaks to you in local
language.
WEBSITE ORDER CONTACT

6. Goal:
Evaluate official distributors
Participants:
local/not local man/women from
22 to 45 years old) who have not
previously accessed the site
Period:
May 2020.
Countries:
Croatia, Hungary, Greece, United
Kingdom, Ukraine
PARAMETERS OF THE RESEARCH
ONLINE ORDER VIA DISTRIBUTORS
WEBSITES

7. EVENT SEARCH ON GOOGLE ACQUAINTANCE WITH SITE USABILITY ORDER CREATION REACHING THE DEALER
RESULTS Hard to find
Interface is pleasant, light
background, dark letters, nice
choice of colors.
Did not see products from the
first view, but ease to navigate
Somewhat easy to create order
The expected service was not
received
CUSTOMER
EFFORT 3,4 1 2,5 2 2
EMOTION
PAIN POINTS
• 40% of users could not
find the distributors
websites on Google
• The dealer websites for
Hungary and Greece
indicated on the
company.eu are not
correct, they do not exist
• For some countries they do
not appear at all
• The websites are user-
friendly. It was easy to
navigate.
• Description is the same as on
the general website
• The process of creating an
order was not clear
.
WEBSITE ORDER CONTACT
• 67% of customers did not
get any response for the
requests via email, 33% of
requests got response within
1 -6 hours.
• 33% % of customers did not
reach the contact center
after 3 attempts and 67%
reached from the 1st attempt
• Easy to find phone numbers,
but the phone numbers
indicated on the dealer
website were not active.
• 50% of users were not able
to find company’s products
from the 1st attempt.
• Average 5 attempts were
required to find the
products.

8. OUR DECISIONS
Contact centers
01
0304
Audits
02
Mystery shopping of distributors
05
4TestersPricing audits
• First/second brand recommendation
• Standards compliance
• CJM
• NPS, emotional evaluation, CES, correlation
analysis
• Constant control of merchandising
standards performing with
identification of violations.
• Implement full Ui/UX testing to
fix the critical bugs and provide
additional value for the
customers.
• Mystery calls/emails
• Check their prices and policies