five essential steps to begin nailing digital experiences...nov 20, 2019 · insight observation/...
TRANSCRIPT
SMARTLY. IQ
Five Essential Steps to Begin Nailing Digital Experiences
The True Cost of Digital Frustration
How much do poor digital experiences cost US businesses?
A staggering $75bn per year!
Source: Salesforce Research, “State of the Connected Customer”, 3rd editionhttps://www.salesforce.com/research/customer-expectations/
Take Stock of Your Customer Experience
So, we know the value of awesome experiences, but how can businesses be sure that they're offering the best possible experiences to their customers?
User research. You must get to the root of all your customer experience issues in order to effectively combat them!
But with so many methods of user research, how do you choose the right combination for your business? Let's take a look at the options...
Two Broad Axes to Approach User Research
Two Broad Axes to Approach User Research
THERE ARE NO SILVER BULLETS
#1Radical Transparency
3 Pillars of Success
TALENT TOOLS TARGET
DATA IS USELESS!#2Radical Transparency
"There are three kinds of lies: lies, damned lies, and statistics.”
All statistics lie…but some are useful
- Benjamin Disraeli (British Prime Minister)
Data to Action
Data/Fact(s)
Data/FactObservation
Data/Fact
Observation/ Insight
Observation/Insight
Category: Key Takeaway
Gathering research requires gathering primary and secondary data from reputable sources that can inform relevant insightsthat help you understand the target.
Gathering Research
Strategic Questions and Informed Answers
80 Facts
20 Observations
10 Insights
3-4 MainInsights
A-ha! 1 Key Takeaway
Step 1
Step 2
Step 3
Populate strategic questions with informed answers
Organize facts, observations and insights that arise from strategic questions
Determine key takeaways for each from discovered insights
Core areas of understanding Category
CompetitionCompany
ConsumerCustomer
Major Challenge or Opportunity
ALL INSIGHTS AREN’T THE SAME
#3Radical Transparency
Delimiting Finding the edges?
Delimiting Finding the edges?Expository Explain or describe
INSIGHT TYPE | INTENT
Delimiting Finding the edges?Expository Explain or describeActionable What should we do?
INSIGHT TYPE | INTENT
REPORTING STRUCTURE MATTERS
#4Radical Transparency
THERE HAS TO BE A CLEAR PATH FROM INSIGHT TO LIVE
#5Radical Transparency
INTEGRATION MATTERS
BONUSRadical Transparency
Decibel provides insights that take digital teams all the way from discovery to solution
It integrates with dozens of MarTech providers to help you manage and contextualize all the data you collect
SAMLAD
LDAPDirectories
Marketing Automation
Personalization & Decisioning
CDP
BI & Data Science
SFTP
Decibel Client SDK
VoC
Web Analytics
Activating the data
Built to create a positive customer experience at scale
Founded on Data Science & AI, we built Decibel to provide an end-to-end understanding of each experience to:
• Automatically measure each individual experience using the Digital Experience Score (DXS)
• Show actions digital teams should take to improve experiences
• Trigger real-time response
• Identify revenue opportunities
Digital Experience Score (DXS)
DXS is similar to NPS, except it’s based on what actually happened, not what someone said happened
Questions?