reducing online customer struggle

Ashley FriedleinCEO Econsultancy.com

Linus GregoriadisResearch DirectorEconsultancy.com

ashley.friedlein@econsultancy.comlinus.gregoriadis@econsultancy.com

http://econsultancy.com

Reducing Customer Struggle

In association with Tealeaf

| Reducing Customer Struggle| 2

Acquire, Convert, Retain

Measure & OptimiseWeb AnalyticsOnline PanelsOnline Surveys

Site Performance Monitoring

Competitor BenchmarkingA/B & MVT Testing

Buzz & Brand MonitoringMultichannel Marketing

Content TargetingUsability

Customer ServiceRetain & Grow

Email MarketingChoice & ConvenienceLoyalty Programmes

Dynamic Pricing

Personalisation

Community ReferralsSocial Media

Search Engine Marketing

Acquire

Email MarketingAffiliate Marketing

Aggregators

Shopping Comparison

Interactive Advertising

PartnershipsCo-registration

Viral Marketing

Peer-to-PeerContent Distribution / RSSOnline PRSocial Media

Personalisation & Targeting

Accessibility

Convert

Customer Decision Support

3rd Party Certification / AccreditationPromotions & Merchandising

Email MarketingPayment Options

Onsite SearchCopywriting, Content, Functionality & Presentation

Ratings & ReviewsUser Experience

| 3| Course Title

Understanding customer experience

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Understanding types of customer behaviour

Measure & Optimise

Retain & Grow

Acquire

Convert

How people become aware of your brand or website63%

Where people come from before visiting your website

62%

What they are most likely to do on their first visit44%

Why they return to your site 39%

Why they make a second purchase 38%

Why they recommend your site 36%

19%Why they leave the site without converting

23%Why they abandon the shopping cart

Why they make a purchase 44%

| 5| Course Title

Discovering problems

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Discovering issues with the online experience

Calls to

cust

omer s

ervice

team

Custom

er em

ails

Web a

nalytics

Direct

mess

ages / c

omm

ents fr

om s

ocial m

edia

Onlin

e conta

ct fo

rm

Custom

er surv

eys

Onlin

e feedback

tool

Sessio

n repla

y te

chnolo

gy0%

10%

20%

30%

40%

50%

60%

70%

80% 76% 76%

56%

44% 44%

34%

26%

8%

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Rather than avoiding problems in the first place, companies are reacting to issues after the horse has bolted.

Photo credit: Julia Borysewicz on stock.xchng

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Most common and most serious website issues

Bad n

avig

atio

n / p

oor 'f

inda

bility

'

Lack

of in

form

atio

n

Paym

ent p

robl

ems

Check

out p

robl

ems

Route

ing

or p

roce

ss is

sues

Form

-fillin

g pr

oble

ms

Regist

ratio

n pr

oble

ms

Secur

ity o

r tru

st iss

ues

Site o

r pag

e no

t ava

ilabl

e

Broke

n lin

ks0%

10%

20%

30%

40%

50%

60% 57%

29%25% 24%

21% 20% 20%

10% 9%6%

55%

31%

18% 19%

24% 24% 26%

8%4% 5%

Most common Most serious

Note: This was a traffic split question, with half of respondents being asked about the most common issues and the other half about most serious issues. Respondents could check up to three options.

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Methods used for understanding the customer experience

Web

ana

lytics

Onli

ne s

urve

ys

User t

estin

g

AB and

/ or

mult

ivaria

te te

sting

Offli

ne fo

cus

grou

ps /

cust

omer

inte

rview

s

Social

med

ia an

alysis

/ vo

ice o

f the

cus

tom

er to

ols

Onli

ne re

puta

tion

/ buz

z m

onito

ring

Offli

ne s

urve

ys

Onli

ne fo

cus

grou

ps

Sessio

n re

play

tech

nolog

y0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

91%

66%

44% 43% 42% 39% 38%

26%16%

11%34% 29% 56% 27% 29% 18% 18% 13% 19% 37%

% of companies using % of companies considering very effective

| 10| Course Title

Social media

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Approach to social media comments about customer experience issues

0%10%20%30%40%50%60%70%

60% 59%

40%34%

20%

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Customer Service gets Social

Different customers want to interact through

different media for different reasons...

Where Social Media meets Customer Service - LinkedIn

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• Launched in May 2009, BTCare is the official help and support presence for BT Retail UK residential customers on Twitter.

• Proactively search for customers in distress and respond in real-time.

• Aim is to improve BT’s brand reputation by publicly delivering excellent service, which is fast, efficient and personal.

• Help more than 3,000 unique users per month and have sent more than 17,000 messages.

• 62% are extremely or very satisfied (Twitter Survey) which is 15% higher than the BT experience overall (Customer Experience Survey).

Sirtaggy@BTCare This is great how good twitter is I said I was upset being cut off & there BT was wanting to help, Hats off for BT.

mikejulietbravo@BTCare BTCare on Twitter is a hell of a lot more personal than calling the interminable numbers that you get passed around. Good stuff.

Kirley Wirley @BTCare thank you for (a) listening, (b) understanding and (c) doing something about it – it’s THAT kind of service that makes me love BT #loveBT

| 14| Course Title

Integrating online with offline channels

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For 60% of companies, the offline parts of their business have little or no visibility into individual online customer activity.

Photo credit: Herman Brinkman on stock.xchng

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Visibility into online customer activity

Very much so To some extent Not really Not at all0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

7%

44%

29%

20%

6%

30%

40%

23%

US Europe

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Integrating online with offline channels

Only 3% of respondents describe the multichannel experience they provide as ‘excellent’, while just under a quarter (24%) say this is ‘poor’ (20%) or ‘very poor’ (4%).

Around 74% of organisations do not quantify the amount of customer calls to the contact centre that have resulted from a poor online customer experience.

–Those that do estimate it to be around 15% of total calls.

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