reducing online customer struggle
DESCRIPTION
TRANSCRIPT
Ashley FriedleinCEO Econsultancy.com
Linus GregoriadisResearch DirectorEconsultancy.com
[email protected]@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%
| Reducing Customer Struggle
Customer Service gets Social
Different customers want to interact through
different media for different reasons...
Where Social Media meets Customer Service - LinkedIn
| Reducing Customer Struggle
• 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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