Modus - iStrategy Chicago

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Modus - iStrategy Chicago

  1. 1. Whoever knowstheir customers bestWINSmodus associatesDIGITAL STR ATE G Y + D E S IG N
  2. 2. Innovation is hard. Let your customers help. 1. Why? 2. How? 3. Workshopwww.modusassociates.com 2
  3. 3. Scott McDonald Kristen Kulenych Graham EricksenCo-founder, Co-founder, Principal, Director ofManaging Director Chief Experience Officer Strategy & Innovation modus associates DIGITAL STR ATEGY + DESIGN
  4. 4. Why we’re here Where should you place your bets in a world where everything is changing and anything seems possible?www.modusassociates.com 4
  5. 5. “Nice, but as long as there are readers there will be scrolls.”
  6. 6. Today’s takeaway A practical framework you can use today to improve profitability and better serve your customers online i.e., To place the right bets.www.modusassociates.com 6
  7. 7. Innovating with y?customers: W h
  8. 8. Customer focus is in vogue... ROLES ASSOCIATIONSBOOKS ARTICLESwww.modusassociates.com 8
  9. 9. “Of course it’s about our customers.”www.modusassociates.com 9
  10. 10. 100s surveyed The business consultancy Bain & Company surveyed hundreds of companies that felt they delivered superior customer experiences.www.modusassociates.com 10
  11. 11. only 8% agree But in reality, only 8% of those companies’ customers agreed that the experience was superior.www.modusassociates.com 11
  12. 12. only $ of $ 1 80 “For every $80 companies spend driving traffic to their websites, only $1 is spent converting that traffic into customers.”www.modusassociates.com 12
  13. 13. What’s at stake...www.modusassociates.com 13
  14. 14. 10-to-1 margin “A three-year study of more than 40 Fortune 500 companies by research firm Peer Insight found companies focused on customer experience design outperformed the S&P 500 by a 10-to-1 margin.”www.modusassociates.com 14
  15. 15. www.modusassociates.com 15
  16. 16. Customer-Centric Firms Are Leaderswww.modusassociates.com 16
  17. 17. Innovating with ow?customers: H
  18. 18. Keys to getting a complete picture: 1. Variety of sources 2. What customers SAY and DOwww.modusassociates.com 18
  19. 19. What they DO Some tools and techniques: + Ethnographic research + User testing of your sites & products + Web traffic analysis + Industry / Third-party research + Competitive & best practices benchmarkingwww.modusassociates.com 19
  20. 20. What they SAY Some tools and techniques: + Customer interviews & focus groups + Surveys and questionnaires + Feedback forms + Customer service logs + Social media monitoringwww.modusassociates.com 20
  21. 21. Participatory Case Study
  22. 22. Imagine if you will…www.modusassociates.com 22
  23. 23. Imagine if you will… Business Mandate: Book more rooms onlinewww.modusassociates.com 23
  24. 24. Insights: + Key competitor launches customer reviews on their websiteCom petitor + Another offers uploadReview and share your trip photoswww.modusassociates.com 24
  25. 25. Insight: + Travelers don’t trust the reviews on hotel websites. They prefer Industry third-party sites like TripAdvisor. Researchwww.modusassociates.com 25
  26. 26. Insight: + Users overwhelminglyUser rejected the “uploadTesting photos and stories” ideawww.modusassociates.com 26
  27. 27. Insights: + Deals & discounts most popular section + 40% of searches are Traffic returning no results Analysiswww.modusassociates.com 27
  28. 28. Insights:C ustomer Why people are calling:Service 1. Website was confusingLogs 2. Thought they would get a better deal by phonewww.modusassociates.com 28
  29. 29. Insights: + Most site visitors believe aggregators have the best pricing. + 67% were unaware of best rate guarantee. Customer + 37% never heard of Surveys Loyalty Program.www.modusassociates.com 29
  30. 30. Insights: Desired information: stomer + rice PCu + Deals and discountsInt erviews + Destination informationwww.modusassociates.com 30
  31. 31. The difference between knowing & guessing 7% 11 % Entry Page Bounce 88 Yearly Site Revenue % 92 Rewards Program % Email Newsletter Sign-up Sign-up 68% Special Offers Revenuewww.modusassociates.com 31
  32. 32. Competitor User Review Testing Industry Research Customer Service Traffic Logs Analysis Customer Surveys Customer Interviewswww.modusassociates.com 32
  33. 33. Competitor User Review Testing Industry Research Traffic Analysiswww.modusassociates.com 33
  34. 34. Competitor Review Industry Researchwww.modusassociates.com 34
  35. 35. Could it really bethis straightforward?
  36. 36. Why not? “We don’t have time…www.modusassociates.com 36
  37. 37. Why not? “We don’t have time to be successful.”www.modusassociates.com 37
  38. 38. Make the time to be successful.www.modusassociates.com 38
  39. 39. Whoever knowstheir customers bestWINS
  40. 40. + For more information visit modusassociates.com + Continue the conversation at linkedin.com/iStrategy
  41. 41. Rhetoric v. Reality Hertz imageswww.modusassociates.com 41

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