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WEBINAR How To Measure Digital Customer Experience

WEBINAR How To Measure Digital Customer Experience. Maxie Schmidt-Subramanian, Senior Analyst Andrew Hogan, Analyst. April 5, 2016. Call in at 12:55 p.m. Eastern time. With you today:. Maxie Schmidt-Subramanian Senior Analyst, Serving CX Professionals. Andrew Hogan

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WEBINAR How To Measure Digital Customer Experience

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  1. WEBINARHow To Measure Digital Customer Experience Maxie Schmidt-Subramanian, Senior Analyst Andrew Hogan, Analyst April 5, 2016. Call in at 12:55 p.m. Eastern time

  2. With you today: Maxie Schmidt-Subramanian Senior Analyst, Serving CX Professionals Andrew Hogan Analyst, Serving CX Professionals

  3. Overview • Challenges of measuring digital CX • The digital CX measurement process • Recommendations and outlook

  4. The CX metrics framework still stands Outcome metrics What customers (intend to) do as a result of the experience e.g., NPS, conversion Results Perception metrics What customers think about their experience e.g., effort score, satisfaction Experiences Descriptive metrics Observable characteristics of customer interactions e.g., cart abandonment, struggle events Actions

  5. What gets in the way? Fragmented ownership of relevant metrics Difficulty prioritizing and finding root causes Insights don’t lead to improvement Why?

  6. Overview • Challenges of measuring digital CX • The digital CX measurement process • Recommendations and outlook

  7. A disciplined digital measurement process helps you overcome the barriers Uncover Flag pain points Investigate Dig deeper and prioritize Confront Improve with agility

  8. A disciplined digital measurement process helps you overcome the barriers Uncover Flag pain points Investigate Dig deeper and prioritize Confront Improve with agility

  9. Identify key digital experiences Look for: Journeys that are fully digital (e.g., make online payment) Journeys with a digital component (e.g., file a claim) Source: “Journey Maps: Necessary But Not Sufficient For Running CX Programs” Forrester report

  10. Principal recognizes the importance of a new and responsive enrollment process • Introduced smartphone-based, responsive enrollment process. • 30% higher contribution rate than other enrollment methods. Source: “Bridge The Gap Between CX Strategy And Digital Customer Experience” Forrester report

  11. Use journey maps to define the right metrics and sources • Customer: • Mother of a college-age son, not very savvy at managing finances online • Customer objective: • Get money to recipient quickly and without difficulty • Company objectives: • Reduce cost by increasing self service-use • Improve CX, especially ease of making a transfer 2. Map journey with steps and touchpoints 3. Add candidate metrics and data sources 1. Define customer and company objective

  12. Define triggers that prompt further investigation

  13. Lloyds Banking Group identifies drop-off points in service journeys with analytics Screen 1 Screen 2 Screen 3 5000 completed 2500 completed 2000 completed

  14. Healthcare.gov uses number of complaints to identify problems Screen 1 Screen 2 Screen 3 1000 complaints 100 complaints 200 complaints

  15. Expedia uses “propensity to call” to find referred pain Source: “Brief: How To Combine Website And Customer Experience Metrics” Forrester report

  16. A disciplined digital measurement process helps you overcome the barriers Uncover Flag pain points Investigate Dig deeper and prioritize Confront Improve with agility

  17. Start by collecting data at multiple levels Level Insight

  18. KLM uses Usabilla to collect feedback on elements of the experience Usabilla provides the airline the verbatim and system-generated information. Customers can select a specific element on the site for which they want to provide feedback.

  19. Connect feedback and other data sources to diagnose issues Opt-in feedback Digital interaction analytics Intercept survey “I struggled with . . . ” Web/mobile analytics Support and offline analytics Digital performance mgmt. Qualitative research/testing Journey analytics

  20. Connect feedback and other data sources to diagnose issues Opt-in feedback Digital interaction analytics Intercept survey “I struggled with . . . ” Web / mobile analytics Support and offline analytics How many other customers had this problem? Digital performance mgmt. Qualitative research/testing Journey analytics

  21. MetLife uses feedback to pinpoint problems and quantifies feedback with behavioral analytics “I can’t get my quote. Where is it?”

  22. Connect feedback and other data sources to diagnose issues Opt-in feedback Digital interaction analytics Intercept survey “I struggled with . . . ” Web/mobile analytics Support and offline analytics What did users do that might explain the rating? Digital performance mgmt. Qualitative research/testing Journey analytics

  23. Belgian telecom Telenet measures emotional response at critical conversion points with a single question — adding behavior analytics insights Implemented on 20 most used pages 15x MORE responses than previous, longer survey

  24. Connect feedback and other data sources to diagnose issues Opt-in feedback Digital interaction analytics Intercept survey “I struggled with . . . ” Web/mobile analytics Support and offline analytics What are the support costs of that issue? Digital performance mgmt. Qualitative research/testing Journey analytics

  25. Lloyds Banking Group starts with voice analytics, quantifies with operations and performance data Logshark “I can’t figure out how to sign in.”

  26. B&Q uses a process to combine data, create insights, and prioritize problems • Created a task force with members who own insight sources and know the data intimately. • Set up a regular cadence in which the team meets to identify themes, prioritize and define further analyses across data sources. • “Combine art and science.”

  27. B&Q determined the root cause of digital problems . . . but had to dig really deep Problem • Drop-off in customers ordering from its website Why? • Customers weren’t shown a delivery date Why? • Process issues within distribution Why? • Distribution center staffing and technology

  28. Principal found opportunities to make quick and effective improvements Source: “Bridge The Gap Between CX Strategy And Digital Customer Experience” Forrester report

  29. A disciplined digital measurement process helps you overcome the barriers Uncover Flag pain points Investigate Dig deeper and prioritize Confront Improve with agility

  30. Engage the stakeholders who are empowered to take action • B&Q uses a stakeholder map to determine who in the organization to involve in solving problems. • Expedia got traction in resolving problems by using an existing process to share CX “defects.” • MetLife routes OpinionLab comments by page for which the customer commented and the type of customer.

  31. Get stakeholders’ attention by linking CX pain points to business metrics • Lloyds Banking Group proved that digital improvements will prevent 65,000 calls annually. • Ticketmaster Belgium used digital CX measurement to prove that planned investments needed to change.

  32. Employ design methods to improve the digital CX Nordstrom Innovation Lab uses design thinking. Source: “Design Methods In The Age Of The Customer” Forrester report

  33. Verify! QVC collected feedback pre- and post • Shifted login from PIN to password. • Made daily design tweaks to ease customers through that shift. • Monitored number of complaints to measure effectiveness of tweaks.

  34. Verify! The Bronx Zoo and Viget use testing and web analytics • 40 A/B tests during the redesign • Results: • + 720% mobile revenue • + 141% membership conversions • + 52% revenue/visit Source: “Make This Website Redesign Your Last” Forrester report

  35. Overview • Challenges of measuring digital CX • The digital CX measurement process • Recommendations and outlook

  36. Outlook: Digital CX measurement is about to get more sophisticated • CX pros that don’t expand their analytics horizon will be marginalized. • Feedback and analytics vendors will invest in measuring emotion.

  37. Interesting developments in measuring emotion with behavior

  38. Outlook: Digital CX measurement is about to get more sophisticated • CX pros that don’t expand their analytics horizon will be marginalized. • Feedback and analytics vendors will invest in measuring emotion. • Market confusion will increase as optimization vendors add CX to their pitch.

  39. Further resources Forrester reports Forrester’s CX cast • How To Measure Digital CX • How To Combine Website And Customer Experience Metrics • Seven Steps To Successful CX Measurement Programs • How Journey Maps Improve CX Measurement Efforts • Executive Q&A: The Top Seven Customer Experience Measurement Questions Answered • Top 10 Ways To Rally Your Organization Around Customer Experience Metrics • Executive Q&A: Top 10 NPS Questions Answered For CX Professionals

  40. Questions?

  41. Andrew Hogan +1 650-581-3817 ahogan@forrester.com Twitter: @ahhogan Maxie Schmidt-Subramanian +1 617-613-6746 mschmidt@forrester.com Twitter: @maxieschmidt

  42. CXNYC 2016 Forum For Customer Experience Leaders • June 21–22, 2016 • New York Hilton Midtown Explore the dynamic, complex relationship between brand, customer experience (CX), and business success. From critical operational processes that support world-class CX to the corporate cultures and frontline personalities that embody your brand’s promise and value, attendees will gain insights on pacesetting CX performance from leaders in both B2C and B2B. http://forr.com/CXNYC2016

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