Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

More Signal, Less Noise: How to Dial in Your Customer Experience


Published on

We have all the data in the world. Analytics! Reviews! Surveys! Heatmaps! Now… what the heck are we going to do with it? Information overload in marketing is a real problem, and you need to figure out where best to spend your limited resources.

In this presentation, Dana will walk you through building a customer experience framework for your organization, including how to tie together separate data points into a cohesive picture of your customers. You’ll learn how to reduce the background noise and build a plan on how to improve customer experience.

Presented at Engage PDX, March 8 2019

Published in: Business
  • Be the first to comment

More Signal, Less Noise: How to Dial in Your Customer Experience

  1. 1. #EngagePDX @danaditomaso Title slide
  2. 2. #EngagePDX @danaditomaso I bet you have tons of ideas now!
  3. 3. #EngagePDX @danaditomaso
  4. 4. We need to narrow our focus.
  5. 5. #EngagePDX @danaditomaso We need to build a system.
  6. 6. #EngagePDX @danaditomaso The tools you use (mostly) don’t matter.
  7. 7. #EngagePDX @danaditomaso Step 1: Understand Your Customers
  8. 8. #EngagePDX @danaditomaso
  9. 9. #EngagePDX @danaditomaso
  10. 10. #EngagePDX @danaditomaso We need to tie these two elements together.
  11. 11. Let’s start with interactions.
  12. 12. #EngagePDX @danaditomaso
  13. 13. What is your customer’s story?
  14. 14. #EngagePDX @danaditomaso
  15. 15. Remember: Not every touchpoint is a “Branded Experience”
  16. 16. #EngagePDX @danaditomaso
  17. 17. What systems are involved at each of these points?
  18. 18. #EngagePDX @danaditomaso
  19. 19. #EngagePDX @danaditomaso Step 2: Connect Your Touchpoints
  20. 20. #EngagePDX @danaditomaso Now you know what tools need to talk to each other.
  21. 21. #EngagePDX @danaditomaso But you need a common thread.
  22. 22. #EngagePDX @danaditomaso Enter Google Analytics’ Client ID.
  23. 23. This is a nice start.
  24. 24. Save the CID as a session-scoped custom dimension in Google Analytics.
  25. 25. #EngagePDX @danaditomaso
  26. 26. #EngagePDX @danaditomaso
  27. 27. Four levels of scope: Product Hit Session User
  28. 28. #EngagePDX @danaditomaso
  29. 29. Now we need to move that CID into other applications.
  30. 30. #EngagePDX @danaditomaso
  31. 31. What about getting other application data back into Google Analytics?
  32. 32. #EngagePDX @danaditomaso Did you know that you can put anything you want in Google Analytics?
  33. 33. #EngagePDX @danaditomaso Let’s walk through an example.
  34. 34. Save the Google Analytics CID in a hidden field in your form.
  35. 35. #EngagePDX @danaditomaso When the opportunity is closed, push the result back over to Google Analytics.
  36. 36. You don’t need to be a developer to make this happen.
  37. 37. All you need is Zapier.
  38. 38. #EngagePDX @danaditomaso
  39. 39. #EngagePDX @danaditomaso
  40. 40. Make a test Google Analytics property just for yourself!
  41. 41. #EngagePDX @danaditomaso Step 3: Pull It Together
  42. 42. #EngagePDX @danaditomaso Go back to your touchpoints – what needs to be pulled together?
  43. 43. #EngagePDX @danaditomaso Tie survey responses to purchases.
  44. 44. #EngagePDX @danaditomaso Combine reviews with in-store visits.
  45. 45. #EngagePDX @danaditomaso Bring online and offline purchases together.
  46. 46. #EngagePDX @danaditomaso Capture more user behavior data.
  47. 47. #EngagePDX @danaditomaso Step 4: Find Patterns
  48. 48. #EngagePDX @danaditomaso You have more data, but for a good reason.
  49. 49. #EngagePDX @danaditomaso
  50. 50. Find the patterns.
  51. 51. #EngagePDX @danaditomaso Capture more user behavior data as well.
  52. 52. #EngagePDX @danaditomaso Build a better customer dashboard.
  53. 53. #EngagePDX @danaditomaso Who are you best customers?
  54. 54. #EngagePDX @danaditomaso How do you get more of those types of customers?
  55. 55. #EngagePDX @danaditomaso You can also
  56. 56. Ignoring what doesn’t help you is just as important and watching what does help you.
  57. 57. #EngagePDX @danaditomaso Turn up the signal, turn down the noise.