6 essential requirements for designing your digital strategy around your customer

While customer experience is a key business driver for any company, few have yet to understand that, in the digital age, when customers can instantly access swathes of information about a company and its competitors, it has become fundamental to obtaining a real, sustainable, competitive advantage in a rapidly changing marketplace. With customer expectations becoming much more demanding, it is essential for any business to think with the customer at the centre when making any business decision. To help make your digital strategy more customer-centric we recommend these 6 requirements for a digital strategy development process. [si_guide_block id="63608" title="PowerPoint marketing strategy planning template" description="Create a comprehensive presentation that will take your colleagues through your  digital strategy with this PowerPoint template."] Plenty of corporate strategies talk about the benefits of being…

6 types of user experience and online audience surveying tools to help create a more customer-centred website and brand

Web analytics tools such as Google Analytics are used by nearly every company since they provide valuable quantitative data on site visitor behaviour. No surprise there. But web analytics systems don't give direct qualitative feedback from site visitors and customers and the surprise to me, is that relatively few companies use these, although their popularity is increasing rapidly. They can be used to support UX improvement projects both on the live site and when getting structured feedback during website redesign. We believe that qualitative website feedback tools are also essential to take the pulse of your website and improve your UX, but surprisingly they are less widely used despite paid services such as Opinion Labs being available for many years and some incredible free tools.

April 2018 update to tools

Thanks for your suggestions in previous…

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…

Use these 'Voice of the Customer' Tools to gather qualitative data on your customers

Web analytics can provide the what, the when and the how, but struggle to deliver the why and the rationale which explains the numbers from your analytics tool. 'Voice of the Customer' tools can run continuously in the background, be focused on specific pages or be time-based, gathering detailed feedback on barriers to conversion, design issues, user confusion – all useful and actionable insight for marketers. These tools allow you to go beyond the quantitative insight of analytics tools and provide a deeper layer of site visitor feedback. Tools in this category are growing in popularity and include general website feedback, crowd sourced product opinions and exit survey functionality.

Key things to consider before purchasing and using these tools:

Be careful not to request too much data. Just like us, users are put off by surveys that are pages…

How are are companies managing their VOC assessment and follow-up?

It's the fourth year that the Temkin Group has delivered their benchmarking report which has researched 218 companies in the area of the 'Voice of the Customer' (VOC). What is VOC?  'Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives. Voice of the Customer studies typically consist of both qualitative and quantitative research steps. They are generally conducted at the start of any new product, process, or service design initiative in order to better understand the customer's wants and needs, and as the key input for new product definition.' The report highlights that 'Looking ahead, companies plan on focusing less on multiple-choice surveys and more on interaction history and predictive…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Digital marketing strategy?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments