Customer Experience Evaluation on the Web: The Vividence Approach and Methodology

1. Customer Experience Evaluation on the Web:The Vividence Approach and Methodology Michelle Pryor, Research Associate October 25, 2000

2. Customer experience on the Web The Vividence approach Q & A Agenda

3. “Customers” include all users that visit a site, whether they visit with the intention of accessing information, participating in a community, or purchasing products / services. Customer Experience: Definition Customer experience on the Web is composed of a complex interaction between the Web site itself and the thoughts, feelings, behaviors, habits, expectations, and social references that the customer brings to the situation.

4. The Importance of Customer Experience

5. + • CUSTOMER: • Intentions • Familiarity with • site / brand/ • technology • Expectations = • SITE: • Information • architecture • Navigation • Download time • Brand messaging • CUSTOMER • EXPERIENCE: • The only reality is • the customer’s • reality. What are the building blocks of customer experience? A Brand is a distinctive identity that differentiates a relevant , enduring and credible promise of value associated with a product, service or organization and indicates the source of that promise.

6. Site functionality and usability • Can users accomplish crucial tasks easily and accurately? • Where and why do users encounter problems? • Is the brand messaged appropriately? Brand impact • How does site compare to other sites? • Does site differentiate from the competition? Competitive positioning • Does site meet user expectations and maximize satisfaction? Customer retention • Does site accommodate the unique needs of different types of users? • Does site appeal to specific segments of users? Relationship marketing Customer experience-related e-business concerns

7. Customer experience on the Web The Vividence approach Q & A Agenda

8. Identify business goals & questions, target • audience, and evaluation type. • Design objectives using Content Library. Evaluation Design • E-mail invitation • Vividence browser collects data. Data Collection -- Vividence Browser Analysis of Results Vividence evaluation process • CustomerScope Report • Overview Graphs • Comment Book • Visual Click Streams

9. Participant information, participant relationship with brand and vertical. Introduction Task-Directed Objectives Success and reaction to 3-6 tasks. Wrap-up Overall reactions to site / brand, likelihood to return. Vividence Evaluation Structure Structure of Evaluation Information collected

10. E-mail invitation • Vividence browser collects data. Data Collection -- Vividence Browser Analysis of Results Vividence evaluation process • Identify business goals & questions, target • audience, and evaluation type. • Design evaluation using Content Library. Evaluation Design • CustomerScope Report • Overview Graphs • Comment Book • Visual Click Streams

11. Data Collection: Vividence Browser

12. Objective Question

13. Supporting Question

14. Analysis of Results Vividence evaluation process • Identify business goals & questions, target • audience, and evaluation type. • Design evaluation using Content Library. Evaluation Design • E-mail invitation • Vividence browser collects data. Data Collection -- Vividence Browser • CustomerScope Report • Overview Graphs • Comment Book • Visual Click Streams

15. CustomerScope Report

16. CustomerScope Report: Overview Graphs

17. CustomerScope Report: Comment Book

18. CustomerScope Report: Visual Click Streams

19. Partnerships, targeted recruitment, mirror Nielson Net Ratings Segmentation, new methodologies. Messaging, indirect feedback, participant anonymity. New methodology, creative use of existing methodology. Comment button, visual click streams. Limitations to the Vividence Approach • Sampling bias • Panel is self-selected. • Scenario-based testing • Panelists play the role of customers. • Demand characteristics • Participants are aware that their behavior is watched. • Evaluation limited to online experience • Cannot track offline fulfillment / customer service issues. • Doesn’t anticipate unexpected results.

20. Evaluating the Vividence approach: benefits • Data collected integrates customer expectations, behavior, • and attitudes. • Large sample sizes (n = 200+). • Broad geographic reach. • Typical usage context – time, location, etc. • Panelists contribute information anonymously. • Flexible automated analysis.

21. Customer experience on the Web The Vividence approach Q & A Agenda