Measuring experience

About me…
Sean Burton – Analyt
sean@analyt.co.uk | @analytdata | analyt.co.uk
I'm passionate about improving customer experience and business value by using
a blend of data, technology and psychology.
About me:
• Formerly the Director of Measurement at Seren Design Ltd.
• A 15 year career covering: eLearning, Content Management Systems,
Interaction Design, Product Management, Web Analytics, and Data
Visualisation.
• Extensive experience with FTSE 100 companies across financial,
telecommunication, gaming, and retail sectors.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

© Foviance
Brands I’ve worked with

UX vs CX

Usability is about human behaviour.
It recognises that people can be lazy, often
emotional, not always knowledgeable, and
like to do things in the easiest way possible.

© Foviance
What is usability?

The Key Digital Journey
VisitAware Browse Engage Transact RepeatConsider
Acquisition Marketing
Site Development
Retention Marketing

People don’t like bad
experiences…

© Foviance
Good Experience = High
Conversions
Poor Experience = Low
Conversions

The problem…
© Foviance
80% of companies believe
they deliver a ‘superior
experience’ to their
customers but only 8% of
their customers agree
Bain & Company
Harvard Management Update

…the web is littered with abandoned baskets

‘Headline’ Conversion Rate – offline benchmarks
0
20
40
60
80
100
'High-ticket'
speciality
General
speciality
Footwear Clothing Department
store
Mixed-
goods
Grocery
Source: RCT Analytics Ltd
Online = 2-3%

© Foviance
Fact:
The overwhelming majority
of online advertising budgets
are wasted.

Purchase
CONVERSIONS
ACQUISITION
STRATEGIES
Organic & Paid search, Email, etc
User Experience
Measurement & Optimisation
Usability

“I got there in the end but it was a
struggle. I’ll probably try
www.acme.com next time.”
…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!!

Peak End Rule
Duration
Experience

Interesting finding…
“By improving user experience, a typical business can improve
sales by 64%.”
Hewson Group, 2003

© Foviance
Bad experience leads to…
Lost revenues
Increased costs
Reduced margins
Damaged brand

© Foviance
And in the age of
Social Media,
experiences spread
extremely quickly

© Foviance
The internet is the most measurable medium available to us.

© Foviance
What to measure:
- Web Analytics
- Survey Data
- User Research/Eye Tracking/EEM
- Call Centre
- Social Media
- Technical Performance
- Competitor Analysis
- CRM Data

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

Surveys
• 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!

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.

© Foviance
Eyetracking
Gaze trail Heat Map

Site performance monitoring

Site performance monitoring
3.21% 3.03%

Good KPIs are “Übermetrics”…
Good KPI
Strategic
measures of
success
Actionable
Easy to
understand
Based on
valid data

Services
Blended Measurement Solution
Analyt - what we do…
Digital customer intelligence consultancy, specialising in services that optimise the Customer Experience (CX)
journey & drive digital business performance
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

Example measurement framework
Automated technical
issues email sent to
operational teams
Customers with low
CSAT scores
contacted by
Customer Services
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

The Benefits
Increase Revenues
More transactions
Greater transaction values
Higher advertising revenues
Stronger brand equity
Decrease Costs
Less support costs
Higher customer retention
Greater channel efficiency
Lower development costs

ROI
Return
25.5m
2.75%
£56.70
£38.98m
£5.23m
Scenario 1 Scenario 2
% increase
+5%
+15%
+10%
% increase
+2%
+10%
+5%
Return
26.25m
2.87%
£59.40
£44.75m
£11m
Baseline
Visits 25m
Conversion Rate 2.5%
Order Value £54.00
Revenue £33.75m
Uplift

Case Study…
For every hour Apple spent calling their Detractors they generated
$1,000 in additional revenue
http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/

The wrap up
Accept your baby may be
ugly!
Be prepared to ‘watch’ and
‘listen’
Ensure ongoing
measurement

The wrap up (cont)
Create remarkable
moments
Act quickly and respond to
change
Act quickly and respond to
change
Understand
MeasureFix & Act
Advocate

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

Measuring experience

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