This document discusses opiniac.com, a customer experience modeling platform. It provides an overview of the company's services, key metrics, competitive advantages, and case studies. opiniac.com tools allow companies to capture customer feedback through surveys to help optimize websites and improve the customer experience. The platform has worked with many Polish e-commerce leaders to better understand customer needs and satisfaction levels.

1. Customer
Experience
Modeling
Zbigniew Nowicki
Customer Experience Management

2. 2
Key facts about
opiniac.com platform

3. 3
opiniac.com – a short story
2008 -
opiniac.com
was
founded
Web analytics offers
information on events,
but what do users really
think while browsing a
website?
Internet communities are
dynamically growing,
both in size and
functionally – becoming
the best place for users
to share their
experiences and
emotions. Customers want to be
heard and appreciated,
their engagement being
a source of supplemental
knowledge for website
optimization and
development
opiniac.com tools allow you to capture engaged users’ feelings – in qualitative and
quantitative form – and those make proper website optimization possible.

4. 4
opiniac.com – with whom do we work
Selected Clients Main Partners

5. 5
opiniac.com – key numbers
5
Experts in core team
6
Years of expertise
in CX measurement
and evaluation
of CX
24
Polish e-commerce market
leaders cooperated with
9
Dedicated Voice of
Customer tools
0,9
Average satisfaction score
for Polish e-commerce
3
Expert associations’
memberships
6
Million unique users who
already shared their
feedback
2+
Average cooperation
period in years
15
Average time in minutes
needed to launch a survey

6. 6
opiniac.com – A, B, C of getting started
Research
START 1
Deployment
2
Reporting and
evaluation
3
1-month free TRIAL
Early evaluation
of users opinions
and experiences
Definition of problems
and issues which
require gaining
additional knowledge
from users
Defining goals,
hypothesis and areas
for research
Determining survey types
and questions for
investigated areas
Configuration
and deployment
Corrections and
optimizations
in surveys’ structure
Research
development
User’s feedback
gathering and analysis
Summary in shape
of observations and
improvement recommendations
Research elaboration
Launching complementary
VoC tools

7. 7
opiniac.com – market competitive advantage
1
Every month, more than
one million users see
opiniac.com surveys
We always meet
appointed deadlines
Team of dedicated experts
with years of CX expertise
We share our CX
know-how,
observations and
experience
Individual approach
to every project
We deliver periodic
reports, evaluation of the
results and consulting
support

8. 8
opiniac.com – platform competitive advantage
Results are presented on
clear and intuitive
dashboard
Set of dedicated tools for
Customer Experience
evaluation
Survey delivery is a true
RWD – system and
browser independent
Predefined survey templates
available
On a regular basis, we publish
qualitative indicators for
e-commerce
We identify issues
leading to cart / website
abandonment

9. 9
opiniac.com – selected advantages
ROI
improvement
Processes and
interface
optimization
Customer service
cost reduction
Assessment of the
needs and
opinions of your
customers
UX/CX research
Limiting negative leaks to cost optimization
social media - before they
go viral
Long-term loyalty
increase

10. 10
More on what, how and why

11. 11
opiniac.com – in search of a better conversion
80%+
of companies developing
a brand in digital media
implement efficiency assessment
indicators and satisfaction
monitoring to improve
conversion results.

12. 12
opiniac.com – the environment
expert assessment
opiniac.com
expert evaluation
digital analytics
population
individual
survey
statistics
interviews
eye tracking
omnibus

13. 13
opiniac.com – in key numbers
70 000 000
6 000 000 1 800 000 44 000
Total survey impressions Unique users
Completed surveys
Time spent by
users in hours*
*1800+ days / ~5 years opiniac.com data, august 2014

14. 14
opiniac.com – type of collected information
Qualitative Quantitative
Subjective answers and comments
of users concerning content, way
of presentation, navigation, trust, quality
of service etc.
Individual user’s assessment according
to a defined scale concerning
parameters and criteria under
evaluation.

15. 15
opiniac.com – general survey segmentation
Voluntary
Sample use case scenario:
User receives internal search result
page and comments the relevance
of results against the query.
Sample use case scenario:
User begins checkout and
abandon the process at 2nd
step out of 4 necessary
to complete order.
We ask: why?
Sample use case scenario:
User receives the delivery at
home and is asked within
2 weeks time to evaluate
a purchase process.

16. 16
opiniac.com – average survey response rates
3% 5% 10% 80%
opiniac.com data, august 2014
Event analysis (opiniac.quit,
opiniac.checkout)
Declarative feedback
collection (opiniac.audit)
Website abandonment
survey
Cart abandonment
survey
On-site voluntary
surveys
Post-sale
satisfaction survey

17. 17
Experience funnel – Leroy Merlin
Assumed goals: customer experience grow,
conversion increase, shopping cart abandon
decrease, clarity of segmentation and message
quality.
Have users accepted
the change of
structure and logics
on the website?
Which elements of
communication are
the most efficient?
Which elements and
modules are
problematic for
users?
What kind of
functionalities does
the website lack?
Opinions on
popularity and
usability of products
vs. their searching
and presentation

18. 18
Experience funnel – PLAY
Collecting opinions
on popularity and
usability of products
vs. their searching
and presentation
Why selected steps
of placing an order
are problematic?
Which elements and
modules are
problematic for
users?
Evaluation of
transparency and
architecture of the
website.
Collecting needs and
expectations of
users.
Assumed goal: a separate analysis of satisfaction
and conversion per product and per segment,
delivery satisfaction, mobile sale increase.

19. 19
Experience funnel – DOZ.pl
Are the interface
changes approved
by users?
How the medicine
knowledge base is
evaluated and
helpful?
Which processes are
problematic for
users?
Evaluation of internal
search and search
results relevancy.
Identification of
reasons to abandon
the portal or
checkout process.
Assumed goal: a deep in understanding of customer
experience across purchase funnel and conversion
optimization.

20. 20
opiniac.com – your business – we do care ☺
Unlimited number of surveys, questions and data
Comprehensive research and tech support
Sharp and solid response to client’s requirements

21. 21
Main advantages of
implementing CX solution

22. 22
opiniac.com – fusion of qualitative and quantitative data
Quantative
data -
Google
Analytics
Qualitative
data –
opiniac.com
CX platform
On-site
analytics
What
has happened?
Why
it has happened?
Comprehensive data about registered and anonymous users –
a foundation for successful effectiveness improvement

23. 23
CCoonnssuummeerr EExxppeerriieennccee
Profits Development
e-commerce business condition
Online
purchases
Price
tolerance
LLooyyaallttyy WWOOMM IInnnnoovvaattiioonnss
Favourite
place
opiniac.com – main advantages

24. 24
Happy customers boost your business
Loyalty and
retention
Positive
experience
Recommenda
tions - WOM
or Social
Favourite
shopping
place

25. 25
Example project scope –
form 12 to 24 months

26. 26
Research objective
opiniac.com solution is aimed at
collecting knowledge about the
needs and experiences of
customers - to support process
optimization, website development
and CX improvement

27. 27
Which areas should be covered?
Cross-e-commerce
NPS
measurement –
global overview
On-site search,
home, product
and category
pages
evaluation
Insights on
specific user
groups and
regions
Website/Cart
abandonment,
post-sale
satisfaction

28. 28
NPS – local e-commerce KPIs status
Home page NPS
Clarity of
ordering process
Customer
service score
Purchase
funnel NPS
Internal search
relevancy
Delivery
satisfaction
score

29. 29
Product
catalogue
Internal search
NPS
Product page
Shopping cart /
order placement
Post purchase
status
NPS
NPS
NPS
NPS
Total NPS
status
19
-9
11
21
25
14
NPS – country cumulated e-commerce status

30. 30
opiniac.com – integration capabilities
opiniac.com can easily be integrated with other data systems (one or two way),
providing extra dimensions for analysis
opiniac.com
CRM/ERP
Google
Analytics

31. 31
Next steps – suggested
action plan

32. 32
Holistic and multinational
overview of the needs
and opinions of
customers on-line
Processes and interface
optimization based on
real requirements, not
only assumptions
UX/CX research cost
reduction for standard
interview and focus groups
Conversion increase –
based on users’
insights and additional
expert evaluation
Key benefits in 12 months

33. 33
Start with a PoC free test drive
Proof of Concept for solution advantage.
Complete system functionality available.
Summary in a form of CX overview report.
Free test drive is available for 1 month.
Simple installation, similar to Google Analytics.

34. 34
Points to be included
in test phase
30 day free test
drive, followed by
summary report and
cost estimation
Definition of the
final research scope,
questionnaires
Survey deployment,
permanent
supervision and
optimization
Quarter reports,
project development
Q1 Q1 Q1 Q1
Q2, and so
on
Example action plan 12 to 24 months

35. 35
Why should you take care of users’ satisfaction?
70% of customers
dissatisfied with services or
products will come back!
If you manage to engage
them in a dialogue and solve
their problems.
The White House Office of Consumer Affairs Eastbridge Consulting Group

36. Customer Experience Management
Thank you for your
attention.
Zbigniew Nowicki, CEO
znowicki@opiniac.com
+48 502 593 293
Confidential data. Property of opiniac.com. Not to be copied in any form without permission in written .