1. CONFIDENTIAL AND PROPRIETARY ©2015 DISCOVER FINANCIAL SERVICES
May 6, 2015
Dan Gingiss @dgingiss
BUILDING A BETTER
ONLINE CUSTOMER EXPERIENCE

2. @dgingiss #SMMW8 @Discover
WHAT IS CX?
• How customers feel about interactions with your brand
• Includes every single interaction in every channel

3. @dgingiss #SMMW8 @Discover
FAST FOOD EXAMPLE

4. @dgingiss #SMMW8 @Discover
FAST FOOD EXAMPLE
Website
AppMarketing
Social

5. @dgingiss #SMMW8 @Discover
HOW IS CX MEASURED?
• Consumer research, user testing
Customer
• Voice of the Customer: direct feedback, ratings/reviews,
social media listening
• Third-party evaluators: J.D. Power, Forrester, etc.

6. @dgingiss #SMMW8 @Discover
WHY CX IS IMPORTANT
• Cost Reduction
- Regulatory fines
- Customer Service calls
• Revenue
- Higher usage
- Customer retention
Loyalty
Correlation Between Customer Experience & Loyalty Metrics
Source: "The Business Impact Of Customer Experience, 2014", Forrester Research, Inc., March 27, 2014
Source: The eBusiness Professional's Blueprint For Strategy In The Age Of The Customer", Forrester Research, Inc., September 12, 2014
Stock Price

7. @dgingiss #SMMW8 @Discover
DIGITAL CX
• Simple
- Low effort to complete task
- Clear language
- Easy navigation / No clutter
• Branded
- Consistency (Style Guide)
- Memorable
- Attributable
• Relevant
- Customer-centric
- Targeted marketing
- Customization
To deliver great CX, digital design should be:

8. @dgingiss #SMMW8 @Discover
WEBSITE: DISCOVER.COM
Transfer a
balance
View card info
View credit
line
View details?
Check CBB
status
View CBB
calendar
View
promotions
Shop D,
See
retailers
View
balance
View newly
earned
Check out
protection
program
Write a review
Payment Protection
Wallet Protection
Identity Theft Protection
Credit Score Tracker
Extended Warranty
Financial Planning Tools
DirectPay
Send Money
ShopD (again)
Cash Access
My
Benefits
SOANS
Gift Cards
Paperless
View account
profile View status
Log Out
View
messages
30
Clickable Links
8
Use CBB
Check out all
these other things

9. @dgingiss #SMMW8 @Discover
WEBSITE: DISCOVER.COM
• View Statement
• Recent Activity
• Make A Payment
• Secure Messages
• Logout
5
Critical Links
= 87% of Clicks

10. @dgingiss #SMMW8 @Discover
WEBSITE: DISCOVER.COM
• View Statement
• Recent Activity
• Make A Payment
• Secure Messages
• Logout

11. @dgingiss #SMMW8 @Discover
CASE STUDY: DISCOVER.COM
• Rewards
(Core Equity)
• Recent
Transactions

12. @dgingiss #SMMW8 @Discover
WEBSITE: RESULTS
• Customers find what they’re looking for on home page,
leading to a positive customer experience
• Percentage of one-page visits increased
• New home page is Simple, Relevant, and Branded

13. @dgingiss #SMMW8 @Discover
WHAT ABOUT MOBILE?
• Monthly mobile visits have increased 370% in 2 years

14. @dgingiss #SMMW8 @Discover
MOBILE = SAME RESULTS
• Critical data moved to the
home screen
• Results: Reduced time in
app
Old Android App Design Updated Android App Design
Android Design
Released

15. @dgingiss #SMMW8 @Discover
Source: Discover.com analytics
Base
16x
60x
Login Page
MARKETING: RELEVANCE
Recent Activity Page
Inline Transaction

16. @dgingiss #SMMW8 @Discover
MARKETING: SIMPLIFICATION
Previous Current

17. @dgingiss #SMMW8 @Discover
MARKETING: OPTIMIZATION
CAMPAIGNS
280
+49%
• +49% CTR with steady impressions
• Eliminated low-performing campaigns (4x below average)
• Optimized high-performing campaigns (3x above average)
• Willingness to stay quiet

18. @dgingiss #SMMW8 @Discover
SOCIAL MEDIA
• You must get the basics right first:
+ +
Great product
(or service)
Marketing expertise Culture of service
• Then (and only then) should
you be in social media!

19. @dgingiss #SMMW8 @Discover
SOCIAL MEDIA: CONTENT
• Know your audience
• Talk with people, not at people
• “Youtility”: Content that helps > sells
• Listen to what others are saying about your brand
• It’s OK to recycle your content
• Don’t forget the “social” in social media: Engage!

20. @dgingiss #SMMW8 @Discover
SOCIAL MEDIA: CARE
• Serve the customer in their channel of choice
• Respond to everything: Praise, Questions, Complaints
• “First Tweet Resolution”
• Single handle: Customer service is the new marketing
• Allow customers to post on your Facebook wall
• Use DM or chat to take private info out of a public space

21. @dgingiss #SMMW8 @Discover
FACEBOOK EXAMPLE

22. @dgingiss #SMMW8 @Discover
TWITTER EXAMPLE

23. @dgingiss #SMMW8 @Discover
TAKEAWAYS
• Customer experience is how customers feel about every
interaction they have with your brand
• Consider the physical and digital aspects of CX
• Digital design should help customers quickly self-serve
• Marketing should be contextual and relevant
• Social media can play a big role in CX

24. CONFIDENTIAL AND PROPRIETARY ©2015 DISCOVER FINANCIAL SERVICES
THANK YOU!