iPerceptions #PSEWEB presentation - Customer feedback is a no brainer in a "digital-first" world
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Digital strategy and execution are anchored in web analytics but web analytics only tells half the story. In the words of Avinash Kaushik, digital marketing evangelist for Google and bestselling web analytics author, “It [web analytics] cannot, no matter how much you torture the data, tell you WHY something happened.” This is the presentation given by Duff Anderson, SVP and Co-Founder at iPerceptions, on July 27, 2015 at the #PSEWEB conference in Montreal.
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iPerceptions #PSEWEB presentation - Customer feedback is a no brainer in a "digital-first" world
- 1. VOICE OF THE CUSTOMER IN A “DIGITAL-FIRST" WORLD Duff Anderson, SVP & Co-Founder, iPerceptions iPerceptions.com @duff_anderson #PSEWEB
- 2. Duff Anderson SVP & Co-Founder iPerceptions duff@iperceptions.com HELPING BRANDS AND ORGANIZATIONS BE CUSTOMER-CENTRIC iPerceptions.com @duff_anderson #PSEWEB
- 3. ARE YOU IN THE DARK?
- 4. THE AGE OF THE EMPOWERED CUSTOMER iPerceptions.com duff@iperceptions.com #PSEWEB
- 5. A DIVERSE ONLINE AUDIENCE iPerceptions.com @duff_anderson #PSEWEB
- 6. DEFAULT IS TO TURN TO WEB ANALYTICS It [web analytics] cannot, no matter how much you torture the data, tell you Why something happened. Avinash Kaushik, bestselling author Digital marketing evangelist @ Google iPerceptions.com @duff_anderson #PSEWEB
- 7. BEHAVIOR THE WHAT INTENT THE WHY WEB ANALYTICS HAS A BLIND SPOT iPerceptions.com @duff_anderson #PSEWEB
- 8. REAL CUSTOMERS IN REAL SITUATIONS iPerceptions.com @duff_anderson #PSEWEB
- 9. Voice of Customer Digital Analytics THE CUSTOMER EXPERIENCE Marketing Technologies www.iperceptions.com iPerceptions is disrupting the industry. We have taken the value of customer experience research out of the past and put it in real-time to offer personalized experiences to individual customers.
- 10. REAL-TIME REPORTING WHAT HAPPENED? DIAGNOSTIC RESEARCH / MEASURE ACTIVE RESEARCH EVOLVING RESEARCH | FROM DIAGNOSTIC TO REAL-TIME BUSINESS PROCESS / ACTION ACTIVE RECOGNITION
- 11. MONITORING WHAT IS HAPPENING? REAL-TIME REPORTING WHAT HAPPENED? DIAGNOSTIC RESEARCH / MEASURE ACTIVE RESEARCH EVOLVING RESEARCH | FROM DIAGNOSTIC TO REAL-TIME BUSINESS PROCESS / ACTION ACTIVE RECOGNITION
- 12. ANALYSIS WHY DID IT HAPPEN?MONITORING WHAT IS HAPPENING? REAL-TIME REPORTING WHAT HAPPENED? DIAGNOSTIC RESEARCH / MEASURE ACTIVE RESEARCH EVOLVING RESEARCH | FROM DIAGNOSTIC TO REAL-TIME BUSINESS PROCESS / ACTION ACTIVE RECOGNITION
- 13. VOICE OF THE CUSTOMER IS AN ESSENTIAL PART OF A RESPONSIVE REDESIGN iPerceptions.com @duff_anderson #PSEWEB
- 14. ANALYSIS WHY DID IT HAPPEN?MONITORING WHAT IS HAPPENING? PREDICTION WHAT WILL MOST LIKELY HAPPEN? REAL-TIME REPORTING WHAT HAPPENED? DIAGNOSTIC RESEARCH / MEASURE ACTIVE RESEARCH EVOLVING RESEARCH | FROM DIAGNOSTIC TO REAL-TIME BUSINESS PROCESS / ACTION ACTIVE RECOGNITION
- 15. RECOGNITION AS IT HAPPENS ANALYSIS WHY DID IT HAPPEN?MONITORING WHAT IS HAPPENING? PREDICTION WHAT COULD HAPPEN? REAL-TIME REPORTING WHAT HAPPENED? DIAGNOSTIC RESEARCH / MEASURE ACTIVE RESEARCH EVOLVING RESEARCH | FROM DIAGNOSTIC TO REAL-TIME BUSINESS PROCESS / ACTION ACTIVE RECOGNITION
- 16. AUTOMATION ACT ON WHAT IS HAPPENING RECOGNITION AS IT HAPPENS ANALYSIS WHY DID IT HAPPEN?MONITORING WHAT IS HAPPENING? PREDICTION WHAT COULD HAPPEN? REAL-TIME REPORTING WHAT HAPPENED? DIAGNOSTIC RESEARCH / MEASURE ACTIVE RESEARCH EVOLVING RESEARCH | FROM DIAGNOSTIC TO REAL-TIME BUSINESS PROCESS / ACTION ACTIVE RECOGNITION
- 17. VOICE OF THE CUSTOMER CAN HELP YOU OPTIMIZE PERSONALIZATION iPerceptions.com @duff_anderson #PSEWEB
- 18. VOICE OF THE CUSTOMER INCREASES THE EFFECTIVENESS OF RETARGETING iPerceptions.com @duff_anderson #PSEWEB
- 19. VOICE OF THE CUSTOMER IS NO BRAINER IN A “DIGITAL-FIRST” WORLD
- 20. DON’T BE LEFT IN THE DARK! SIGN UP TODAY ! iPerceptions.com @duff_anderson #PSEWEB customercentricmarketer.com
Editor's Notes
- Hi, I am Duff Anderson, SVP and co-Founder of iPerceptions. At iPerceptions we help brands better measure, understand and optimize the customer experience across touchpoints. I helped found the company in 2000 in Montreal and ever since we have been working with top brands across the globe to help them be customer-centric. Of course, customer-centricity doesn’t rest with just Fortune 500 brands. In a “digital first” world, non-profits and universities also need to be customer-centric. Today, I will take a few minutes to explain why collecting customer feedback is a no brainer in a “digital first” world.
- Dinner in San Francisco – Duff and team in San Francisco just closed a substantial project with a new client and going out to celebrate with diner at a highly recommended restaurant for sea food and good wine. and excited to explore the extensive menu and wine list and order well. But The problem starts with me - I am in denial about the state of my eyes – and often don’t carry a set of reading glasses that I recently discovered I need. and when handed to menu I couldn’t read a thing, I started to complain to my colleuges about, low light, small print, beige/orange paper? Who all assured me they could read it just fine when suddenly our host appeared with a platter of reading glasses and flashlight pens to illuminate my experience. I find this experience is analogy for how much better we are at the customer experience in physical compared to digital environment. Let me explain in the context of your digital CX challenges
- There is no denying it. Today we live in the age of the empowered customer. And this is even more so in the college and university environment. Todays new student have high expectations, you get compared experiences, Facebook, Instagram, google.
- Colleges and universities have one of the most diverse online audiences and this becomes a challenge for you guys, the people behind the online faces of your institutions. Your website is the virtual front door of your campus. Your website needs to attract and inform current and prospective students, their families, alumni, professors, and donors. It has to be user-friendly, convey value to different personas, and guide visitors to other parts of the site. Oh, and it should also be visually pleasing and responsive. So how do you reach and satisfy an empowered and diverse audience online?
- The default is to turn to web analytics. The reality today is that digital strategy and execution are anchored in web analytics from page views to bounce rates to time on site. But web analytics only tells you half the story. It can tell you what happened but it can’t tell you why it happened. As Avinash Kaushik said in 2008, “web analytics cannot, no matter how much you torture the data, tell you Why something happened.”
- At iPerceptions, we like to say web analytics has a blind spit. In reality, behavior is ultimately a product of a thought process that begins with intent. One must understand intent to understand behavior.. Offline we can read body language, observe people, and ask questions, but online the task of understanding what your visitors and customers want and need is much more challenging. And this is where Voice of the Customer comes in to fill the void.
- Capture stated intention and experienced from real customers in situations BOLD WORDS – OPTIMIZE, EXPEREINCE USABILITY BRAND FRAMEWORKS SOLUTION AREAS INTRO, MEASURE AND MANAGE RESPONSE
- On this slide we are looking at the customer experience landscape. There is voice of customer, digital analytics data and marketing technologies. For years voice of customer has been contextualizing digital analytics while digital analytics has been informing marketing technologies.
- Reporting – What happened? This is the most basic and fundamental use of research, displaying the results in a report. It is probably the most common way of digesting market research and VoC data. Unfortunately, it is focused on the past meaning sometimes critical information that the research provides comes too late. Also it is open to interpretation and can create lots of discussion with the conclusions almost always requiring next steps.
- Monitoring – What’s Happening Monitoring is usually based on a set of metrics that are seen as important to the business, such that the ongoing measurement is of value, or based on individual experiences/situations that are important to flag. You can monitor a vast range metrics yet there are real no implications per se. Movement in metrics are either interpreted based on knowledge, or more often, changes are just flagged for someone to follow up. Monitoring can be monthly, or daily for more tactical inputs, and move to alerts for real time remediation. The value of monitoring is rooted in how the organization is structured to take action on the data.
- Analysis – Why did it happen? Analysis is focused on the Why. It is a focused investigation of an issue. The data and any additional complementary data are manipulated based on the business knowledge of the analyst. The recommendation provided in an analysis are expected and the activity is usually based loosely on a combination of exploration, triangulation, and hypothesis testing in order to reveal key findings with implications that lead to opportunities. Its implications lead to actionable business strategy, usually to improve business metric of value such as revenue, profit, etc. Success in analysis is often based on the relevance and quality of the available data, the skill set of the analyst, and the business knowledge and acumen of the analyst.
- The priority today for many of the clients I deal with is to redesign their site to be responsive. It helps you know what to keep and what to scrap and is also essential to develop personas, especially if you are using a personalization CMS such as Sitecore. I recommend to every one of my clients that any redesign idea start by collecting customer feedback.
- Prediction – What could happen Predictive analytics ensures that a correlation between measures and outcomes exists, and quantifies the impact. Predictive analytics allows practitioners to focus on the right variables and quantify their potential impact. In turn, this provides the evaluation of priorities based on impact and can help understand the value and consequently the resources attached to specific initiatives.
- Machine learning – like we read tone and body language and tone
- Good marketing should not interrupt prospective students by buying their ears and eyeballs, but attract them with meaningful and relevant messaging purchased in the correct spaces.
- Just covered a few use cases From decision support – Measuring to manage , as decision support, or to recognizing and reacting to customer needs and intentions , Voice of the customer is an essential too in a digital first world
- Don’t be left in the dark Collect the voice of your customer We only had 10 minutes , much more detailed info on today uses cases and much Lisa Ralph and myself will attending the conference over the next 2 today and would be excited to discuss voice of customer solutions and their benefits in a digital first world.