My #Measurecamp 6 session on Effective Customer Feedback & Measurement Frameworks

1. Effective Customer Feedback &
Measurement Frameworks

2. Most people don’t like bad experiences

3. 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 | info@analyt.co.uk | @analytdata

4. Purchase
CONVERSIONS
ACQUISITION
STRATEGIES
Organic & Paid search, Email, etc
User Experience
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Measurement & Optimisation
Usability

5. “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!!

6. Good KPIs are “Übermetrics”…
Good KPI
Strategic
measures of
success
Actionable
Easy to
understand
Based on
valid data
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

7. Services
Measurement Framework
Analyt - what we do…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Technical
feasibility Audits
Business
Requirements
Planning, Design and Metric
Mapping
Implementation
support
Reporting, automation and
visualisation
Training, optimisation and
maintenance
Customer advocacy and
modelling
Optional On-going
support
Data Analysis &
Visualisation
Web & Digital
Analytics
UX Design &
Accessibility
Data Integration
& Automation
Planning
Auditing & Implementation
Support & Training
Surveys & Voice
of Customer
Quick
Health check

8. 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
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

9. Surveys
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
• 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!

10. 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.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

11. Site performance monitoring
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

12. Site performance monitoring
3.21% 3.03%
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

13. 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 actions
Contact 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
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

14. © Foviance
Accept that your ‘baby’ may
be ugly
1

15. © Foviance
Be prepared to ‘watch’ and
‘listen’to your customers
2

16. © Foviance
Create remarkable moments
3

17. © Foviance
The Peak-End RulePositiveexperience
Duration of experience

18. © Foviance
Ensure on-going
measurement & optimisation
4

19. info@analyt.co.uk @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