building engaging websites and digital experiences

45
April 30, 2015 9am PDT Stefan Tornquist VP Research Econsultancy

Upload: dnn

Post on 16-Jul-2015

1.428 views

Category:

Marketing


2 download

TRANSCRIPT

April 30, 2015 9am PDT

Stefan TornquistVP Research

Econsultancy

2 DNN / Proprietary and Confidential. All Rights Reserved.2DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Marketers are prioritizing Customer Experience (CX)

Consumers want a simple life

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

3 DNN / Proprietary and Confidential. All Rights Reserved.3DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Marketers are prioritizing CX

Consumers want a simple life

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

Consumers are increasingly likely to be “continuously connected”

28 25 24 2215

23 2621

1821

42 4248

51 58

7 7 7 9 6

Global US UK Germany China

% o

f re

sp

on

de

nts

Frequency of connection

All day long Every hour 2-4 times a day Once a day or less

Source: A.T Kearney Analysis, 2014

Content consumption on digital devices is increasing

DNN / Proprietary and Confidential. All Rights Reserved.5

47% of time

spent with

media is on

digital

… vs. 37%of time spent

with TV

6 DNN / Proprietary and Confidential. All Rights Reserved.

…and mobile is becoming the ‘first screen’

DNN / Proprietary and Confidential. All Rights Reserved.6

56% of all time

spent on U.S. online

retail occurs on a

mobile device

“Brands that see mobile

as the ‘second screen’ risk losing relevance with

connected customers”

-Altimeter Group, Jan 2015

7 DNN / Proprietary and Confidential. All Rights Reserved.

90% of

consumers move between devices to accomplish a goal

8 DNN / Proprietary and Confidential. All Rights Reserved.8DNN / Proprietary and Confidential. All Rights Reserved.

The number of digital

touchpoints is increasing

by 20%annually

Increased digital sophistication has reduced the impact of brands

10 DNN / Proprietary and Confidential. All Rights Reserved.10DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Consumers want a simple life

Marketers are prioritizing CX

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

12 DNN / Proprietary and Confidential. All Rights Reserved.

2.1

8.1

11.4

14

10.5

14.4

6.8

10.3

12

12.1

13.1

14.3

0 2 4 6 8 10 12 14 16

Useful information about your account

Right level of detail for what you need

Achieve what you need to do in very few clicks

Easy to carry out basic tasks e.g. download, pay

Up-to-date information, e.g. pricing

Easy to find what you’re looking for

Points attributed to a given attribute

Consumers Marketers

Source: Digital Experience – Are Brands Meeting Consumer Expectations?

Increasing sophistication of consumers

• Both groups value ease of usage e.g. “easy to find what you’re looking for” and “you can achieve what you need to do in very few clicks”.

• Although consumers more likely to value “up-to-date information e.g. pricing” and “useful information about your account”.

But simplicity isn’t all they want…

14 DNN / Proprietary and Confidential. All Rights Reserved.

251

276

348

439

441

642

831

Products that are customized for me

Very respectful of my privacy

Lowest prices

Easiest to shop with, save me the most time

Best service when I have an issue

Treat me well as a loyal customer

Very trustworthy with my data/information

Question: If you were building the perfect company to serve you, what would be most important? N = 618

15 DNN / Proprietary and Confidential. All Rights Reserved.15DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Consumers want a simple life

Marketers are prioritizing CX

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

Marketers realise the importance of CX

16 DNN / Proprietary and Confidential. All Rights Reserved.

Customer experience

and

content marketing are the ‘most exciting

opportunities’ for marketers

in 2015

Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015

Q: “We try to

differentiate

through customer

experience”

Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015

…and are differentiating through CX

Personalized experiences are the priority

Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015

19 DNN / Proprietary and Confidential. All Rights Reserved.

48%

40%

8%3%1%

Our growth depends on personalizing the customer’s experience

Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree

88% agree that their growth depends on

personalizing the customer’s experience

Question: Do you agree or disagree with the following statements? N=234

20 DNN / Proprietary and Confidential. All Rights Reserved.

Most organizations lack the essential

capabilities or tools to fulfill on that promise…

34% 37% 37%

0%

15%

30%

45%

60%

We do a good job of linking ouronline and offline customer

experiences

We have the tools we need toprovide exceptional customer

service and experiences

We are able to tie customerexperience activities to revenue

and/or cost savings

Question: Do you agree or disagree with the following statements? N=234

21 DNN / Proprietary and Confidential. All Rights Reserved.21DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Consumers want a simple life

Marketers are prioritizing CX

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

22 DNN / Proprietary and Confidential. All Rights Reserved.

Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?

Source: Econsultancy / SDL The Retailer’s Imperative 2015

Customer Experience management technologies

24 DNN / Proprietary and Confidential. All Rights Reserved.

Companies who are personalising

web experiences are seeing

an average 19% uplift in sales.

Realities of Online Personalisation – Econsultancy/Monetate 2013

25 DNN / Proprietary and Confidential. All Rights Reserved.

Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?

Content management = engagement

26 DNN / Proprietary and Confidential. All Rights Reserved.

Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences

…but the CMS is only enhancing the experience for 31%

“Our CMS facilitates a brand-enhancing digital presence”

Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences

Using social media to drive engagement and visitors

28

Still the one

29 DNN / Proprietary and Confidential. All Rights Reserved.

30 DNN / Proprietary and Confidential. All Rights Reserved.30DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Consumers want a simple life

Marketers are prioritizing CX

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

Persuasion architecture

Explicit directional cues: obvious, often taking

the form of an arrow, line or curve that creates a

visual pathway

Implicit directional cues: such as line of sight,

color, shape and size, and prioritization through

visual weighting

- Designing a website or customer journey in such a way as to

convince and persuade a buyer to convert

32 DNN / Proprietary and Confidential. All Rights Reserved.32DNN / Proprietary and Confidential. All Rights Reserved.

Experience in the moment

Audience level: entry point, direction & content,

third party data

Individual level: purchase history, deep

demographics, personality typing, loyalty info

Optimizing the experience…how and for whom?

34 DNN / Proprietary and Confidential. All Rights Reserved.

46%

50%

56%

54%

58%

54%

57%

56%

58%

39%

38%

40%

46%

47%

49%

0% 15% 30% 45% 60% 75%

I’ve bought something with my mobile phone other than apps, music or video

I’ve bought anything with my mobile phone (including apps, music and video)

I’ve downloaded the mobile app for a service (TV, bank, real estate, etc.)

I’ve downloaded the mobile app for a store (retail, home improvement, etc.)

I’ve bought something because of an email I received

Average Young AffluentQuestion: Do any of the following apply to you? N=301

35 DNN / Proprietary and Confidential. All Rights Reserved.35DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Consumers want a simple life

Marketers are prioritizing CX

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

DNN / Proprietary and Confidential. All Rights Reserved.36

Focus on CX is warranted but scattered. Implications for the organization tend to be underestimated.

DNN / Proprietary and Confidential. All Rights Reserved.37

Personalization should be more than

delivering promotions…value drives margin

and loyalty.

DNN / Proprietary and Confidential. All Rights Reserved.38

The online/offline gap has to be bridged. That’s the next phase.

39 DNN / Proprietary and Confidential. All Rights Reserved.39DNN / Proprietary and Confidential. All Rights Reserved.

Challenges of connecting to digitally empowered consumers

Consumers want a simple life

Marketers are prioritizing CX

Methods of engagement through CX

Methods of engagement through design

Challenges and opportunities

Case studies

COPD Foundation

41 DNN / Proprietary and Confidential. All Rights Reserved.

HSBC

42 DNN / Proprietary and Confidential. All Rights Reserved.

SchoolDude

43 DNN / Proprietary and Confidential. All Rights Reserved.

Case Study: Starbucks

• Most popular mobile payment facility in US.

• Improving loyalty and customer service.

• Delivering a great mobile experience.