Chart of the Day: Personas, Journey mapping, AB testing, VoC or NPS, which do you use?

From our research on managing digital marketing it's clear that there is a major challenge for many marketers of creating integrated strategies and communications plans. From a customer point-of-view there is also likely to be a poor experience if their customer journeys are unclear or restricted by the inability of brands to integrate their communications and experiences. Since improving your customer journey can be one of the most effective ways to boost online leads and sales, we asked respondents which analysis techniques their businesses were using to research and improve the effectiveness of their customer journey. You can see that using customer personas and customer journey mapping has become a popular approach which is great to see. Improved focus on customers can only be a good thing, both for businesses and…

Mapping the customer journey more accurately using surveys

In today’s highly competitive market, where product quality is not sufficient to get ahead, customer service becomes a key part of a company’s strategy. Consequently, the organization which successfully maintains the best relationship with its customers manages the best returns in terms of income. As a result, companies have placed a new focus on understanding their customers in order to better their service, product or image. One of the main tools they use is the customer journey map. A customer journey map, usually represented in a graphic and visual manner, is an interpretation of the entire experience that an individual has with a company, product or brand over time.

Mapping Out the Journey

Mapping out the interactions and experiences a customer has with a certain brand or product is only half the work that a customer journey map involves. After identifying all of the stages, from the…

Customer expectations are rising fast. Meet them or die.

Today, website visitors expect more than ever before from your website as they compare your user experience against the leaders from different sectors like Amazon, Facebook, HubSpot or Uber. Yet, often there are common flaws in how websites are designed and implemented which means they don't support your communications goals and the customer journey. While mistakes may not be fatal, if you think of every design or content mistake you make as a defect in the customer journey, that will be repeated thousands of time or more if it's not fixed, it's not going to help you compete since research shows that bad experiences mean that visitors or customers won't return. The quality of the Customer and User Experiences that businesses deliver through their customer-facing websites is now vital in most industries. The website experience must support the whole customer lifecycle from acquiring customers…

Chart of the Day: Predictive Analytics Users Get Better Results

Predictive Analytics isn't a new marketing technique, but interest in it has increased with the hype around using Artificial Intelligence for Marketing. This typically involves using Machine Learning, a key AI technique for marketing, by analysis of historical results of campaigns to inform future targeting and creative. In this research, analysts Aberdeen Group review the impact of Predictive analytics on different ROI metrics as presented in the chart below. But, before we take a look at the results, what is predictive analytics? Aberdeen define  predictive analytics as: 'A technology allowing firms to analyze structured and unstructured data, be it captured in the past or in real time. Such analysis reveals key trends and correlations while also predicting the likelihood of things such as customer churn'. This is a broad definition since most marketing applications focus on analysis…

Why the marketing hare beats the tortoise

Traditional marketing has been turned on its head by increasingly disruptive technology and the connected customer. It’s not enough to plan campaigns and follow best practices anymore; as a marketer you have to be agile.  Why is that? Because the connected customer, your customer, people just like you, is ‘always on’. You don’t have a small window in their day to try to reach them anymore, as they’re switching from screen to screen, device to device, which such limited spans for attention, you have to be able to keep up. To be a customer centric business today means that you as a marketer need to be able to think, and act, in real-time. As a result, marketing professionals are faced with a new age of engagement - an age in which a series of targeted short-term promotions or messages are beginning to outperform more traditional long-term “integrated campaigns”.…

Over half of businesses don't have any defined responsibility for multichannel customer experience

In our recent research, in collaboration with eCommerce Expo, on Managing Online Customer Experiences, one of the main challenges we wanted to investigate, is who is responsible for managing experiences - both online and across multiple channels. Given that we are reaching and interacting with consumers across a multitude of touchpoints, all businesses are looking for the best ways to influence and engage with our consumers, to 'maximise  conversion from lead to sale and customer loyalty'. But who is responsible for this?   Over 52.6% of respondents had no defined responsibility for managing for managing the Customer Experience Well we think this is shocking, but understandable? What are the implications? Well, they're the same with any lack of management and likely include: No / poor KPIs for evaluating Customer Experience No / poor process for reviewing and improving…

An interview with Nick Dutch, Head of Digital at Domino's Pizza UK

Nick Dutch is Head of Digital at Domino's Pizza Group Limited in the UK and ROI. In this interview he shares the approach used to help manage customer experiences for Domino's. He will explain their approach in more detail at the Smart Insights Digital Marketing conference.

Q. Please outline your role and how your team is structured?

My role combines all aspects of the online customer experience from media to conversion, both on the desktop site and in mobile. So, I’m responsible for all online marketing activity that drives people to the site and in determining the customer journey whether on our desktop site, mobile sites and apps or our communities on social media sites which are also part of how the Domino’s brand is presented in the digital space. From a strategic point-of-view, I’m responsible…

Or... why we have a love/hate relationship with Rubik’s Cubes?

OK, we don’t hate them, in fact we should probably be grateful to this 80s icon since we’ve won a lot of business recently because of it. However, when it comes to developing websites (or any type of software) we have to bury the Rubik’s Cubes. Let me explain…. Technical agencies, such as ourselves are often too quickly regarded as not creative. This can feel unfair and too hasty because we have seen some fantastic creative work from technical agencies over the years.  It’s just that the strength of this type of agency is more in technical creativity, this blends all of these factors: The elegance of the solution... The interaction design of the page (helping bring it to life from a static comp produced by a creative team). The integration of the solution into CRM systems and complex legacy IT platforms to create beautiful digital…

Harnessing the 4 key drivers of customer control

The overwhelming choice of apps, websites and other digital platforms that customers have at their finger tips through multiple devices creates a swirling galaxy for brand owners to navigate and understand when looking to build customer relationships. Brands need to take advantage of and be part of this technological 'galaxy of delights', as more and more time is spent by customers on electronic devices and the penetration and usage of tablets and smart phones continues apace. Since customers will interact with brands across this range of platforms, it's important to remember the context within a wider customer journey and develop integrated propositions.

But how do you make sense of all of this as a marketer? In this post I will explain a framework on how to approach different technology platforms to create advantage and deliver better customer…

New research: The SimpleUsability Online Experience Index for UK Fashion E-commerce sites

This article summarises our review of the clothing retail websites for Marks & Spencer, Hobbs, Karen Millen, French Connection, Boden, Oasis and Fat Face. Reviews were performed in the week of 10 March 2014. The aim is to highlight best practices and areas for improvement that can be applied by retailers. You will see from the Radar charts for the retailers that there are substantial differences in experience of each of the customer journey and overall.

Understanding, measuring and improving the customer experience is a pretty fundamental part of everything we do at SimpleUsability.

Whether we’re working on competitor or comparator testing at the start of a project, multi-platform testing across a number of devices, or an expert review, our research and the resulting recommendations help our clients to improve their customer experience and benefit from the associated commercial gains around…

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