Measuring experience

Measuring Experience

About me…

Sean Burton – [email protected] | @analytdata | analyt.co.uk

I'm passionate about improving customer experience and business value by using

a blend of data, technology and psychology.

About me:

• Formerly the Director of Measurement at Seren Design Ltd.

• A 15 year career covering: eLearning, Content Management Systems,

Interaction Design, Product Management, Web Analytics, and Data

Visualisation.

• Extensive experience with FTSE 100 companies across financial,

telecommunication, gaming, and retail sectors.

0191 704 2045 | analyt.co.uk | [email protected] | @analytdata

© Foviance

Brands I’ve worked with

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UX vs CX



Usability is about human behaviour.

It recognises that people can be lazy, often

emotional, not always knowledgeable, and

like to do things in the easiest way possible.

© Foviance

What is usability?

The Key Digital Journey


VisitAware Browse Engage Transact RepeatConsider

Acquisition Marketing

Site Development

Retention Marketing

People don’t like badexperiences…

© Foviance

Good Experience = High

Conversions

Poor Experience = Low

Conversions

The problem…

© Foviance

80% of companies believe

they deliver a ‘superior

experience’ to their

customers but only 8% of

their customers agree

Bain & Company

Harvard Management Update

…the web is littered with abandoned baskets

‘Headline’ Conversion Rate – offline benchmarks

0

20

40

60

80

100

'High-ticket'

speciality

General

speciality

Footwear Clothing Department

store

Mixed-

goods

Grocery


Source: RCT Analytics Ltd

Online = 2-3%

© Foviance

Fact:

The overwhelming majority

of online advertising budgets

are wasted.

Purchase

CO

NV

ER

SIO

NS

ACQUISITION

STRATEGIESOrganic & Paid search, Email, etc

User Experience


Measurement & Optimisation

Usability

“I got there in the end but it was a

struggle. I’ll probably try

www.acme.com next time.”

…not what I

expected

I’ll try another

site

This is a

nightmare!

Grrr, where’s the

phone?

What a load of

b*ll**ks!!

http://www.acme.com

Peak End Rule


Duration

Exp

erie

nce

Interesting finding…


“By improving user experience, a typical business can improve

sales by 64%.”

Hewson Group, 2003

© Foviance

Bad experience leads to…

Lost revenues

Increased costs

Reduced margins

Damaged brand

© Foviance

And in the age of

Social Media,

experiences spread

extremely quickly

© Foviance

The internet is the most measurable medium available to us.

© Foviance

What to measure:

- Web Analytics

- Survey Data

- User Research/Eye Tracking/EEM

- Call Centre

- Social Media

- Technical Performance

- Competitor Analysis

- CRM Data

Web Analytics

• Measuring trends

• Ranking content

• Spotting pain points• People leaving site

before doing anything

• Drop out of processes

• Error tracking

• Seeing effectiveness of marketing, by linking to site goals


Surveys


• Great way to gathering customer feedback

• Variety of invite methods

• Email

• Site overlay

• Feedback button

• Triggered

• One-off or as part of an on-going programme

• Can be very detailed, but in general, the shorter the better!

Surveys

A simple 5 question survey can provide significant insight:

• Visit Intent• Key site functions / customer

journeys

• Task Achievement• Did they manage to complete

the task

• Ease of use (CES)• How easy did they find the task

(0-7 scale)

• Recommendation (NPS)• Would they recommend you to

their friends/family (0-10 scale)

• Comments• A final free entry text box to

allow for clarifying or other comments.


© Foviance

Eyetracking

Gaze trail Heat Map

Site performance monitoring


Site performance monitoring

3.21% 3.03%



© Foviance

© Foviance

Everything

should be made

as simple as

possible but not

simpler.

“”

Good KPIs are “Übermetrics”…

Good KPI

Strategic measures of

success

ActionableEasy to

understand

Based onvalid data


Services

Blended Measurement Solution

Analyt - what we do…


Digital customer intelligence consultancy, specialising in services that optimise the Customer Experience (CX)

journey & drive digital business performance

Technical feasibility Audits

Business Requirements

Planning, Design and Metric Mapping

Implementation support

Reporting, automation and visualisation

Training, optimisation and maintenance

Customer advocacy and modelling

Optional On-going support

Data Analysis &

Visualisation

Web & Digital

Analytics

UX Design &

AccessibilityData Integration

& Automation

Planning

Auditing & Implementation

Support & Training

Surveys & Voice

of Customer

Example measurement framework

Automated technical

issues email sent to

operational teams

Customers with low

CSAT scores

contacted by

Customer Services

Customer invited to

community

Measure Act Advocate

Customer

encouraged to use

Social Media

Web Analytics

Operational &

Transactional data

Surveys

Measure CSAT + CES + Operational Performance

Analyse data to establish scale of impact and scope of recommended actionsContact Customer to explain

and/or resolve issue

Encourage customers to

join community

Data Visualisations

& Dashboards

Quarterly cross-

team Workshops

Free Text Mining

/ Verbatim Analysis

Daily/Weekly Rapid

Reporting

UX Review / lab

research / EEG

Operational teams

fix issues based on

cost/benefit

Data Analysis

Process

Optimisation

Training &

customised reports

to improve use of

data

Operational teams

investigate technical

issues

Data sources Techniques Outputs / Deliverables Operational activities Advocacy


The Benefits


Increase Revenues

More transactions

Greater transaction values

Higher advertising revenues

Stronger brand equity

Decrease Costs

Less support costs

Higher customer retention

Greater channel efficiency

Lower development costs

ROI


Return

25.5m

2.75%

£56.70

£38.98m

£5.23m

Scenario 1 Scenario 2

% increase

+5%

+15%

+10%

% increase

+2%

+10%

+5%

Return

26.25m

2.87%

£59.40

£44.75m

£11m

Baseline

Visits 25m

Conversion Rate 2.5%

Order Value £54.00

Revenue £33.75m

Uplift

Case Study…

For every hour Apple spent calling their Detractors they generated $1,000 in additional revenue


http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/

The wrap up

Accept your baby may be ugly!

Be prepared to ‘watch’ and ‘listen’

Ensure ongoing measurement

The wrap up (cont)

Create remarkable moments

Act quickly and respond to change

Act quickly and respond to change

Understand

MeasureFix & Act

Advocate

[email protected] @analytdat

a

0191 704 2045 W analyt.co.uk

Digital customer intelligence consultancy, specialising in services that optimise the

Customer Experience (CX) journey & drive digital business performance

Measuring experience

Data & Analytics

customer experience

foviancebad experience

extensive experience

etcuser experience

product management

web analytics

analytdata foviancebrands

measurable medium