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Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks

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My #Measurecamp 6 session on Effective Customer Feedback & Measurement Frameworks

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Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks

  1. 1. Effective Customer Feedback & Measurement Frameworks
  2. 2. Most people don’t like bad experiences
  3. 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… 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
  4. 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. 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. 6. Good KPIs are “Übermetrics”… Good KPI Strategic measures of success Actionable Easy to understand Based on valid data 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
  7. 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. 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 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
  9. 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. 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. 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
  11. 11. Site performance monitoring 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
  12. 12. Site performance monitoring 3.21% 3.03% 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
  13. 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. 14. © Foviance Accept that your ‘baby’ may be ugly 1
  15. 15. © Foviance Be prepared to ‘watch’ and ‘listen’to your customers 2
  16. 16. © Foviance Create remarkable moments 3
  17. 17. © Foviance The Peak-End RulePositiveexperience Duration of experience
  18. 18. © Foviance Ensure on-going measurement & optimisation 4
  19. 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

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