Explore this webinar and identify what is the best practice for your store.

1. What’s your store’s best
practice?
Ask your customer
Presenter
Daniel Townsend
Date
June 7, 2016

2. best prac·tice
noun
commercial or professional procedures that are accepted or prescribed as being
correct or most effective.

4. Best practices are guidelines;
a checklist to get the basics right.
From this baseline, each and every experience can be optimized. A site that blindly
redesigns to best practice does not consider its customers, is not able to measure its
success and furthermore, without continuously iterating and evolving, it is likely to
eventually plateau and not realize exponential growth.

5. What is the best practice for
your store?
Hint: the answer starts and ends with your customer

6. Customer journeys map a
particular customer
problem and how they
solve it. They follow the
customer’s interactions as
they attempt to solve
their problem or meet
their need.

7. Empathy

8. Micro-moments – critical decision moments
Someone is exploring or
researching, but not yet in
purchase mode. They want
useful information and
maybe even inspiration, not
the hard sell.
“I want to know” “I want to buy”
These may come before or after
the purchase. Either way, these
are “how to” moments when
people want help with getting
things done or trying something
new. Being there with the right
content is key. We seek
instruction for just about
everything.
“I want to do”
Someone is ready to make a
purchase and may need help
deciding what or how to buy.
You can’t assume they’ll
seek you out; you have to be
there with the right
information to seal the deal.

9. Insights are within your grasp
Google
AnalyticsKeyword
Data
Customer
Surveys
Site
Searches
Webmaster
Tools
Mobile
Searches
In Store
Interviews
Customer
Service
Team
Internal
Brainstorming
Heat
Map
Analysis
Conversion
Pathways
Google
Trends
Wish
List
In Stock
Reminders
Feature
Requests
Help
Desk
Tickets

10. Customer Journey example

11. Recap
Don’t try to map and support all customer journeys
Identify high value customer journeys
Look for hot spots and “moments of truth”
Devleop an awareness of “micro moments”

12. succeeding in a micro-moment
world…

13. RedRoof
• Flight cancellations affecting 90,000
passengers per day
• Marketing Team started tracking flight delays
in real time
• Ads that targeted stranded passengers during
and offering
• 60% increase in bookingsacross non branded
search campaigns.

14. Art of Tea
• Customers were not viewing / selecting some
of the lesser known teas that were available
• Implemented a guided selling experience
• We know our customers better
• 30% higher AOV for users that completed the
experience

15. PupJoy
• Users were dropping off / attrition at plan
selection stage
• Implemented a dynamic form where the
options appear / reconfigure based on
previously selected item
• Increased plan selection conversion rate by
37%

16. Sephora
• Exec team noticed how often customers
searched their phone while in the store
• Customers were using mobile to look up
product reviews
• Built a mobile web and instore app to serve
the instore customer experience

17. Unilever
• Noticed the online demand for hair
information
• Used google search term / trend data to
predict consumer behavioral trends
• Created “All things hair” armed with
consumer intent and context in mind
• #1 hair brand on YouTube
• 50+ Million YouTube views

18. Rareseeds
• Wanted to contribute to the conversation
around GMOs and heirloom seeds
• Created a forum that has over 100Ks of posts
• Contributes over 40% of traffic to the site

19. Global Food & Industrial
Product Brand
• B2B with over 200 sales reps
• Customers are calling them to submit orders
• Created a self serve portal
• Reduced order intake time by 50% while
freeing up internal sales reps and marketing
time (In the POC stages)

20. some “obligatory” stats

21. Forrester CX Index 2015
- 69% of the brands received the same
score as the previous quarter.
- Of the 92 brands scored from one
period to the next, seven of them got
better, the rest scored worse
- Six months ago, 26% of brands
received an OK score. This time – just
15% did.

22. Gartner 2015
50%
Customer experience innovations
By 2017, 50% of consumer product
investments will be redirected to
customer experience innovations.
89%
Compete on customer experience
89% of companies expect to compete
mostly on the basis of customer experience,
versus 36% four years ago

23. “Customer experience is the new marketing.”
- Mercedes Benz USA President and CEO Steve Cannon

24. plumtreegroup.net
daniel@plumtreegroup.net
@dk_townsend
About: We help companies design, create and
bring to market products, services and experiences
in the digital channel

25. commerceblend.com/bcevent
Download customer journey template at: