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@hannahjthorpe
FINDING THE PERFECT CUSTOMER EXPERIENCE
@hannahjthorpe
Hannah ThorpeHead of Client Experience
Technical SEO
Content Marketing
Social Strategy
I improve websites for customers,
which helps brands sell more
@hannahjthorpe
@hannahjthorpe
Customer Experience
@hannahjthorpe
What Customer Experience are we aiming for?
@hannahjthorpe
We need to stop using the word
‘PERFECT’
@hannahjthorpe
@hannahjthorpe
How do we manage this?
PersonalisationPrograms
Expensive Black Box Targeting Suites
@hannahjthorpe
Even if you could know what every one individual wants…
£$€
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Conditions under which the state of economic efficiency (where no one can be made better off by making someone worse off) occurs
pareto optimal
Definition Source: www.businessdictionary.com/definition/Pareto-‐optimum
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Short-haul Flights-What really matters? • Booking Process?
• Check – In?
• Boarding?
• Flight?
• After-care?
@hannahjthorpe
Will adding smart-watch compatible technology and maps of the airport and check-in gates help those who find the
airport experience stressful?
@hannahjthorpe
Will it make those who value the in-flight experience most worse off to be able to use
a smart-watch in the airport?
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What are you sacrificing by spending time and resources on this change?
@hannahjthorpe
A pragmatic approach to the idealistic view of the dream
customer experience
How to make a customer experience strategy that you can implement on Monday
@hannahjthorpe
Awareness
Consideration
Purchase
LoyaltyPurchaseFunnel
@hannahjthorpe
Understand BehavioursWhere do potential & opportunity customers spend the most time? Categorise keywords by point in funnel, identify high volumes, across broad ranges of terms = lots of search
http://labs.linkdex.com/term-tagger/
1
2
3
How much difference can you make at stage? What are the costs involved to impact? Is change possible?
Where does the competition differentiate themselves?Do your competitor’s USPs sit in the same stage? If so, why?
@hannahjthorpe
Opportunity Cost:The loss of an alternative when you make a choice
In marketing, nearly always caused by limited resources
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Making a Choice
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The Impact Model:A means of comparatively scoring the potential impact a change will have upon overall customer experience
@hannahjthorpe
Basic Metrics
Stage Score:Mark all options for change based on how much time the user spends at each stage
(1 = least time, 4 = most time)
Scope of Change:How big a difference will this make to current
process? Mark comparatively
(1 = least difference, 5 = most difference)
Competitors:How many of your core competitors’ USP
is at this stage?
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The Equation
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Customise
Market Research
Utilise market research and surveys to understand which stages customers think you’re succeeding at so you can focus on weaker areas.
Speed of Impact
Multiply this by how quickly the change will be felt by consumers; will they notice immediately? If so, score 5, but if impact will be lagging then 1.
Resource
Multiply competitors by resource level required to implement the change in order to understand how this works for your internal teams.
Negative Impact
Deduct any negative impact it may have upon other elements of the business, e.g. Will staff be happier if they have to work longer hours?
@hannahjthorpe
Template…http://bit.ly/1P9YuBa
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What does success look like?
@hannahjthorpe
Higher ROI’s
Better Customer Feedback/Happiness Scores
Smaller improvements to make each time
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