Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks

Effective Customer Feedback & Measurement Frameworks

Most people don’t like bad experiences

Customer Experience

• Do you know who your customers are?

• Do you listen to them?

• Do you know what they think of you?

• Are changes to your web site driven by people within the business rather than by the people that actually pay them – the customer?

Ultimately, it’s best to try and avoid…

0191 704 2045 | analyt.co.uk | [email protected] | @analytdata

Purchase

CO

NV

ER

SIO

NS

ACQUISITION

STRATEGIESOrganic & Paid search, Email, etc

User Experience


Measurement & Optimisation

Usability

“I got there in the end but it was a

struggle. Probably best try

www.acme.com”

…not what I expected

I’ll try another site

This is a nightmare!

Grrr, where’s the phone?

What a load of b*ll**ks!!

Good KPIs are “Übermetrics”…

Good KPI

Strategic measures of

success

ActionableEasy to

understand

Based onvalid data


Services

Measurement Framework

Analyt - what we do…


Technicalfeasibility Audits

Business Requirements

Planning, Design and Metric Mapping

Implementationsupport

Reporting, automation and visualisation

Training, optimisation and maintenance

Customer advocacy and modelling

Optional On-going support

Data Analysis &

Visualisation

Web & Digital

AnalyticsUX Design &

Accessibility

Data Integration

& Automation

Planning

Auditing & Implementation

Support & Training

Surveys & Voice

of Customer

Quick Health check

Web Analytics

• Measuring trends

• Ranking content

• Spotting pain points• People leaving site

before doing anything

• Drop out of processes

• Error tracking

• Seeing effectiveness of marketing, by linking to site goals


Surveys


• Great way to gathering customer feedback

• Variety of invite methods• Email

• Site overlay

• Feedback button

• Triggered

• One-off or as part of an on-going programme

• Can be very detailed, but in general, the shorter the better!

Surveys

A simple 5 question survey can provide significant insight:

• Visit Intent• Key site functions / customer

journeys

• Task Achievement• Did they manage to complete

the task

• Ease of use (CES)• How easy did they find the task

(0-7 scale)

• Recommendation (NPS)• Would they recommend you to

their friends/family (0-10 scale)

• Comments• A final free entry text box to

allow for clarifying or other comments.


Site performance monitoring


Site performance monitoring

3.21% 3.03%


Effective Customer Feedback

Automated technical

issues email sent to

operational teams

Contact customers

with low CSAT /

high CES scores

Customer invited to

community

Measure Act Advocate

Customer

encouraged to use

Social Media

Web Analytics

Operational &

Transactional data

Surveys

Measure CSAT + CES + Operational Performance

Analyse data to establish scale of impact and scope of recommended actionsContact Customer to explain

and/or resolve issue

Encourage customers to

join community

Data Visualisations

& Dashboards

Quarterly cross-

team Workshops

Free Text Mining

/ Verbatim Analysis

Daily/Weekly Rapid

Reporting

UX Review / lab

research / EEG

Operational teams

fix issues based on

cost/benefit

Data Analysis

Process

Optimisation

Training &

customised reports

to improve use of

data

Operational teams

investigate technical

issues

Data sources Techniques Outputs / Deliverables Operational activities Advocacy


[email protected] @analytdat

a

0191 704 2045 W analyt.co.uk

We are a digital customer intelligence consultancy, specialising in

services that optimise the Customer Experience (CX) journey & drive

digital business performance

Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks

Data & Analytics

Transcript of Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks