The document discusses optimizing experiences for the majority (98%) of customers rather than focusing on the minority (2%). It notes that search leads to discovery experiences, which can influence sales and loyalty. While all experiences may not be measurable, companies should still optimize experiences to improve customer satisfaction and engagement. The document advocates focusing optimization efforts on common customer touchpoints and behaviors like in-store visits, phone calls, online conversions, sharing experiences with others, and mobile experiences.

1. Optimizing for the 98% May 2011

2. 2% Set title of presentation in footer area on master slide 2

3. 98% Set title of presentation in footer area on master slide 3

4. Search = Acquisition 4

5. Search = Discovery Experiences 5

6. Discovery Experiences = Sales and Loyalty 6

7. Do we care about experiences? 7

8. 8 86% Skip commercials

9. Optimizing Experiences 9

10. 10

11. Source: Razorfishsearch.com

12. Visited Store Set title of presentation in footer area on master slide 12

13. Called 800 Number Set title of presentation in footer area on master slide 13

14. No Conversion – Good or Bad Experience Set title of presentation in footer area on master slide 14

15. “Shared” Set title of presentation in footer area on master slide 15

16. Mobile Set title of presentation in footer area on master slide 16

17. Don’t let your inability to measure everything stop you from optimizing the experiences 17

18. Thanks!www.comcast.com