How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys. Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights

1. The Customer
Journey Report 2014
Practical Techniques
for Managing
CXM
Dr Dave Chaffey,
CEO, SmartInsights.com
Download:
http://bit.ly/smartexperience
1

2. 2
About
Dave
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Editor of SmartInsights.com
- a marketing advice site
with Expert members in over
50 countries using our
planning guides, templates
and online courses to
improve results.

3. Real-world customer journeys?
3
Larger version Larger version

4. Part 1. Understanding customer experience
4
Source: Online marketplace mapping

5. 5
Source: Ogilvy, TNS and Google Path to Purpose July 2014

6. Making the experience human
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View clips

7. 7
Source: Customer Journeys report
Active Research: iPerceptions/4Q

8. Technique: Customer journey mapping
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Source: Smart Insights Persona Toolkit

9. 9
Source: Millward Brown/Compete

10. Remembering: The importance of online
research to offline purchase?
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Source: Google study of ROPO at Vodafone .de

11. Technique: Path analysis in analytics
Recommendation: Use forward and reverse path analysis in Google Analytics
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12. Technique: Multichannel Personas
12
For each persona define preferences for:
 Platforms
(web, email, mobile)
 Platform usage (hours)
 Content consumption:
General site types &
category-specific
 Social media - content
creation & participation
 Search behaviour
 Trusted brands
www.dulux.co.uk
Customer persona toolkit: http://bit.ly/smartpersonas

13. Part 2. Managing customer experiences
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Source: CXM As defined by Forrester in 2011

14. CXM = effective brand customer
14
communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
The right balance of value between both parties
Source: Dave Chaffey (2005-2012):
Digital Marketing Strategy: Implementation and Practice

15. Do you have a person
or team RESPONSIBLE
15
FOR CXM?
 Vote!

16. 16

17. 17
Qualitative Customer feedback
tools http://bit.ly/smartfeedback
HiPPO support tool = www.usertesting.com and www.whatusersdo.com
Example: https://www.youtube.com/watch?v=2Xuc7Ok7nEw#t=33

18. Recommendation: Use hurdle rates and RFM to assess experience
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19. Part 3. Improving customer experiences
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View Clip

20. 20

21. 21
Tools: http://bit.ly/smartpersonalisation

22. Ecommerce Design Bible 22

23. 23 Source: Simple Usability benchmark

24. 24

25. Email
marketing
should be
integrated
too!
:Halfords case study
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26. The power or journey (Re)targeting
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27. How do your experiences compare?
27
See : http://bit.ly/smartexperience

28. Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Presentation download : http://bit.ly/smartexperience
Free, Basic member tools
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