Customer experience trends for 2016

What is going on in Customer experience this year? How to push up sales and sell your existing customer more? See here!

Data & Analytics

Customer experience trends
What does omnichannel even mean?
Jaakko Männistö
Frukost seminar - 7.4.2016

90% 71%
Will tell about bad
experiences
Buy from you because
they like you

Experiments will turn into
continuous action

Customer journey is faster and
more individual

“The aim of the marketing is to know the
customer so well that service and the
product sells itself!”
- Peter Drucker

Jaakko Männistö
jaakko@feedbackly.com
feedbackly.com
@jaakkomannisto
Thank you!

Netflix's culture emphasizes customer obsession, where they aim to delight customers through hard-to-copy innovations that also enhance margins. They use consumer data and testing to personalize the experience and improve movie recommendations over time. A free trial reminder test showed delighting customers through small tests can increase retention, even if it slightly reduces margins. Maintaining customer obsession requires courage, patience, humility and putting the customer at the center of all decisions.

How to Get the Most Out of Your NPS Project

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1) The document discusses how to get the most out of an NPS project by providing insights from Typeform's experience implementing and analyzing NPS surveys. 2) Key lessons learned include segmenting customer data like plan, country, and milestone in surveys; tagging qualitative feedback; and analyzing NPS scores alongside financial metrics like churn. 3) Getting the most from NPS requires not just collecting scores but taking action on feedback, prioritizing customer-requested features, and demonstrating the impact of NPS on important metrics like churn.

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Measuring The Modern Shopper - Lewis Lenssen, Rakuten Attribution

PerformanceIN

The ‘modern shopper’ encounters endless messages via a plethora of online and offline marketing channels, executing transactions across multiple devices wherever and whenever they please. This creates a complex challenge for advertisers to analyse which promotional activities are most effective. Rakuten Attribution’s (formerly DC Storm) Commercial Director Lewis Lenssen will look at how consumer behaviour has evolved while identifying key drivers for this change. Demonstrating the importance of a holistic customer view for accurate attribution, Lenssen will also cover how best to use consolidated user activity data in taking appropriate action.

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A holistic approach to marketing, customers, media requires a similar approach to measurement, allocation and optimization. But attribution modeling in an organization often seems overwhelming – requiring high and mid-level buy-in and overcoming massive organizational inertia. Lets break this down. 3 Day Blinds markets across all possible channels. CRO Dan Williams explains how the company built a model that accounts for the complex interactions between his digital and offline marketing spend.

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1) The document discusses Carhartt's 125+ year journey with user-generated content (UGC) and how they have incorporated it throughout their business. 2) Carhartt launched product reviews in 2008 but have since expanded to include multiple UGC formats across their customer journey and developed mobile-first applications to increase UGC submissions. 3) Research indicates that UGC increases purchase confidence and encourages brand engagement more than search, email, social media, and that customers will pay more and wait longer for products accompanied by UGC.

The document discusses the importance of delivering fast and seamless omnichannel experiences for customers. It provides examples of how optimizing for speed across online and in-store shopping channels can significantly increase conversion rates and customer satisfaction. The presentation emphasizes that both raw technical speed and perceived speed through techniques like caching and lazy loading are critical to providing customers with instant gratification in their shopping experiences.

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This document discusses the growing importance of catalogues for driving ecommerce sales. It provides examples of companies that have seen success using direct mail campaigns, such as increased repurchase rates and response rates. Direct mail is described as an effective marketing channel for delivering the best customers who spend more and have higher lifetime values compared to other channels. Data shows that catalogues can drive online activity and sales by improving the customer experience on the website. In conclusion, direct mail is considered an important part of integrated marketing strategies and remains effective despite the increasingly digital world.

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This document discusses risks in retail and how to manage them. It contains the following key points: 1. Retail has become more complex with the rise of online shopping and expectations of fast delivery and easy returns, creating new risks around inventory, fraud, and fulfillment. 2. Managing risks effectively requires integrating store inventory and fulfillment into the online order process through approaches like ship-from-store, in-store pickup, and multi-node fulfillment networks. 3. Adopting modern order management systems is important to gain visibility and control over the fulfillment process and meet rising consumer expectations. Fraud management also requires balancing machine learning and human review to approve orders while minimizing losses.

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This document discusses Marks & Spencer's use of technology to improve data-driven decision making and business performance. It summarizes their deployment of a new platform called "Board" to deliver efficiency gains, integrate data sources, and support strategic transformation programs. Key benefits of Board include allowing rapid experimentation, handling large data volumes, and providing a unified view of the business to connect previously disconnected areas like finance, operations, and marketing.

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This document describes building a custom attribution model to more accurately measure the impact of multi-channel marketing efforts. It outlines problems with traditional last-click attribution models and describes building a custom model that assigns credit to first sessions, last sessions, and all other sessions based on pageviews and time to purchase. Applying this model to an omnichannel retailer increased ROI of PPC advertising by 17% and identified 2.4 times more profitable keywords.

Continual user experience optimisation: A guide to excellence

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Aiming for continual improvement of marketing performance with data aggregation techniques. Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer. The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process. This Slideshare shows you how it works.

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This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points. I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world. If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.

How to Benefit from Digital Distruption

Qualtrics

This document discusses how banks can benefit from digital disruption. It begins by outlining some of the seeds of disruption banks are facing, such as declining customer loyalty and branch visits. It then discusses some of the digital problems banks face related to customer relationships, journeys, segmentation, and innovation. The document proposes solutions for banks to address these problems by better understanding customer pain points, streamlining journeys, personalizing experiences, and innovating more quickly. It emphasizes using digital tools to measure these areas and provide faster insights to drive better customer outcomes. The presentation concludes with a Q&A section.

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Featuring speakers from Netflix Patrick McGrath, Product Manager of Ad Technology, Netflix As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.

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Facebook advertising continues to grow rapidly, with $27 billion in revenue in 2016, a 57% year-over-year increase. The number of advertising features on Facebook also increased dramatically, with over 100 new features released in the previous year. While Facebook allows targeting of over 60 criteria across 10 ad formats and 7 placements to reach 1.8 billion users, success requires delivering the right message to the right people and continual testing. Automation and testing are key to effectively scaling Facebook ads, through tools like dynamic image templates and predictive budget allocation.

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Continual user experience optimisation: A guide to excellence

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Breaking Bad: 12-Step Program for a Healthy Customer Experience

MediaPost

How to make the impossible possible

9 Ways to Offer the Omnichannel Experience Your Customers Expect

Cross channel testing insights and recommendations - jump - oct 12 2011 - w...

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How to Benefit from Digital Distruption

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Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...

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E-commerce Berlin Expo 2017 - Scaling Facebook Advertising in E-Commerce

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GFK & NRF present: "The Personalization Paradox"

The Relation Between Data and the Customer Experience

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Building Customer Success Into Your Product: The Inevitable Direction for Saa...

Using data to transform customer loyalty

07. epsilon abacus

Risk: Don’t let this four-letter word be a curse in your business

Protecting the magic and transforming the rest_Board_Marks&Spencer

1530 track1 bocheva

Continual user experience optimisation: A guide to excellence

E-commerce Berlin Expo - AB tasty - Cornelia Seitz

Breaking Bad: 12-Step Program for a Healthy Customer Experience

How to make the impossible possible

9 Ways to Offer the Omnichannel Experience Your Customers Expect

Cross channel testing insights and recommendations - jump - oct 12 2011 - w...

How to Benefit from Digital Distruption

Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...

Mastering Call Data for Advanced Optimization

E-commerce Berlin Expo 2017 - Scaling Facebook Advertising in E-Commerce

Scaling Unique Customer Experience: Rapid Fire Pitches

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The document discusses how organizations can use digital tools to improve customer experience and gain a competitive advantage. It explains that customers become dissatisfied when their needs are not met at different touchpoints. Organizations are rated on their "CX fitness level" from endangered to champion. The summary provides advice for organizations to improve at each level, focusing on culture, analysis of customer feedback, rational aspects like product quality, and harnessing emotional connections.

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This document provides tips on using Google Display Network (GDN) targeting to reach specific audiences. It discusses the main types of GDN targeting including topical, keyword, placement, audience, in-market, affinity, and remarketing targeting. It emphasizes layering different targeting types like custom affinities and time-based targeting to precisely find audiences like vegan dessert buyers. Additional advice includes optimizing remarketing campaigns, creating specific remarketing audiences, and using dynamic remarketing with product feeds. The key is to determine where, who, and what your target audience is to test effectively on GDN.

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