The document discusses the importance of effective customer feedback and measurement frameworks. It emphasizes the need to understand customers, listen to their feedback, and ensure changes are driven by customers rather than internal business priorities. It provides examples of key performance indicators and metrics that can be used, as well as techniques for gathering customer feedback like surveys, web analytics, and site performance monitoring. The goal is to continuously measure customer experience, identify issues, and optimize processes based on data-driven insights.

1. Effective Customer Feedback &
Measurement Frameworks

2. Most people don’t like bad experiences

3. Customer Experience
• Do you know who your customers are?
• Do you listen to them?
• Do you know what they think of you?
• Are changes to your web site driven by people within the
business rather than by the people that actually pay them – the
customer?
Ultimately, it’s best to try and avoid…
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4. Purchase
CONVERSIONS
ACQUISITION
STRATEGIES
Organic & Paid search, Email, etc
User Experience
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Measurement & Optimisation
Usability

5. “I got there in the end but it was a
struggle. Probably best try
www.acme.com”
…not what I
expected
I’ll try another site
This is a nightmare!
Grrr, where’s the
phone?
What a load of
b*ll**ks!!

6. Good KPIs are “Übermetrics”…
Good KPI
Strategic
measures of
success
Actionable
Easy to
understand
Based on
valid data
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7. Services
Measurement Framework
Analyt - what we do…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Technical
feasibility Audits
Business
Requirements
Planning, Design and Metric
Mapping
Implementation
support
Reporting, automation and
visualisation
Training, optimisation and
maintenance
Customer advocacy and
modelling
Optional On-going
support
Data Analysis &
Visualisation
Web & Digital
Analytics
UX Design &
Accessibility
Data Integration
& Automation
Planning
Auditing & Implementation
Support & Training
Surveys & Voice
of Customer
Quick
Health check

8. Web Analytics
• Measuring trends
• Ranking content
• Spotting pain points
• People leaving site
before doing
anything
• Drop out of
processes
• Error tracking
• Seeing effectiveness
of marketing, by
linking to site goals
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9. Surveys
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
• Great way to gathering
customer feedback
• Variety of invite
methods
• Email
• Site overlay
• Feedback button
• Triggered
• One-off or as part of an
on-going programme
• Can be very detailed,
but in general, the
shorter the better!

10. Surveys
A simple 5 question survey can
provide significant insight:
• Visit Intent
• Key site functions / customer
journeys
• Task Achievement
• Did they manage to complete
the task
• Ease of use (CES)
• How easy did they find the task
(0-7 scale)
• Recommendation (NPS)
• Would they recommend you to
their friends/family (0-10 scale)
• Comments
• A final free entry text box to
allow for clarifying or other
comments.
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11. Site performance monitoring
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12. Site performance monitoring
3.21% 3.03%
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

13. Effective Customer Feedback
Automated technical
issues email sent to
operational teams
Contact customers
with low CSAT /
high CES scores
Customer invited to
community
Measure Act Advocate
Customer
encouraged to use
Social Media
Web Analytics
Operational &
Transactional data
Surveys
Measure CSAT + CES + Operational Performance
Analyse data to establish scale of impact and scope of recommended actions
Contact Customer to explain
and/or resolve issue
Encourage customers to
join community
Data Visualisations
& Dashboards
Quarterly cross-
team Workshops
Free Text Mining
/ Verbatim Analysis
Daily/Weekly Rapid
Reporting
UX Review / lab
research / EEG
Operational teams
fix issues based on
cost/benefit
Data Analysis
Process
Optimisation
Training &
customised reports
to improve use of
data
Operational teams
investigate technical
issues
Data sources Techniques Outputs / Deliverables Operational activities Advocacy
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

14. © Foviance
Accept that your ‘baby’ may
be ugly
1

15. © Foviance
Be prepared to ‘watch’ and
‘listen’to your customers
2

16. © Foviance
Create remarkable moments
3

17. © Foviance
The Peak-End RulePositiveexperience
Duration of experience

18. © Foviance
Ensure on-going
measurement & optimisation
4

19. info@analyt.co.uk @analytdat
a
0191 704 2045 W analyt.co.uk
We are a digital customer intelligence consultancy, specialising in
services that optimise the Customer Experience (CX) journey & drive
digital business performance