Here are our slides from the Figaro Digital event on 5th August 2015. We discussed how improving the online customer experience can provide you with a distinct competitive advantage. Video available here - http://www.figarodigital.co.uk/Video.aspx?v=3696c992-0e10-42b7-9fb8-7ebcd3aa374b

1. Improve CX to gain
competitive advantage.
Figaro Digital – 5th August 2015

2. Here today
Richard Trigg
Marius Milcher

3. Enterprise customer
experience analytics software
Research, strategy, UX, design
and conversion rate optimisation
Software and web
Application Development.

5. CX is like and iceberg.

6. CX
6 considerations to improve

7. 1 Walkinyour
customersshoes

8. Run a diary study

9. What is a diary study
• Users self-report their activities
at regular intervals
• Posts can include text,
screen shots, photos and videos
• We use twitter when
conducting our diary studies

10. Your services
Whywe use diary studies

11. Your services
BEFORE USAGE
Anticipated UX
Imagining experience
DURING USAGE
Momentary UX
Experiencing
AFTER USAGE
Episodic UX
Reflecting on an
experience
OVER TIME
Cumulative UX
Recollecting multiple
periods of use
Longitudinal data

12. Reporting experience in context

13. Multi channel feedback

14. 2Treat customers
as individuals

15. Personalise
their experience

16. The cocktail party effect
• Defined by Colin Cherry in 1953
• Reticular activating system (RAS)
• RAS gateway information passes
through to reach our brains

17. 74% of online consumers get frustrated
with websites when content appears that has
nothing to do with their interests
www.aberdeen.com/research/4904/ra-email-marketing/content.aspx

20. Location
City, country
and region
Device
iPhone, iPad, Android, tablet,
Windows, Mac, Linux
Frequency
First , second, third,
fifth time visitor?
Time & date
Proximity to payday,
seasonality
Referral URL
Where did they
come from?
History
have bought before, what,
how much did it cost?
Behaviour
navigation clicks,
page views
Blogs, white papers,
images, videos
Content

21. 3Never rest
on your laurels

22. Continually test your
customer experience

23. Talk to your customers

24. Conversion Rate Optimisation

25. 4Considera
Multi-screen
experience

26. This is not the web.

27. This is the web.

28. This will be the web.

29. Media is consumed on screen
90%Of all media interactions
are screen based
Source: Google Mobile Survey
http://www.google.co.uk/think/articles/multi-screen-world.html

30. Smartphone are with us
both at home and on the go
38%Of all our media interactions
occur on smartphones
Source: Google Mobile Survey
http://www.google.co.uk/think/articles/multi-screen-world.html

31. A large proportion of consumers
days are spent in front of a screen
4.4Of leisure time are spent
in front of a screen
hrs
Source: Google Mobile Survey
http://www.google.co.uk/think/articles/multi-screen-world.html

32. Context drives device choice

33. Consumers move between multiple devices
to accomplish their goals

34. Multi screening

35. Sequential & simultaneous screening

37. 5Ifeeltheneed…
theneedforspeed

38. Your services
BIG
How
is a web page

39. Your services
Source: HTTP Archive http://httparchive.org/

40. 141kb
1995
Source: HTTP Archive http://httparchive.org/

41. 2099kb141kb
1995
2015
Source: HTTP Archive http://httparchive.org/

42. Benchmarks

43. 100ms, 1000ms, 10s
www.nngroup.com/articles/response-times-3-important-limits/
• 100ms
The user perceives an instant
response.
• 1000ms
Reaching the limit for a user’s
flow of thought
• 10 seconds
Limit reached for the user’s
attention

44. Speed doesn’t just effect your users
it affects your bottom line

45. An e-commerce website making $100,000 per
day could actually be losing $2.5 million a year
with just a 1-second page delay.

46. Performance Audit

49. Text Ready (DOMContentLoaded)

50. Text Ready (DOMContentLoaded)

51. Load
Text Ready (DOMContentLoaded)

52. 753kb Image

53. Total Page Size: 2512 KB
3G Connection at 1 Mb/s
20.1 Seconds to load. 753kb Image

55. 6Technologyfor
customerneed.

56. We need to get on
The Google+ and
The Facebook!

57. Leverage the power of the
right technologies for the job

58. Responsive, Hybrid, Single
Page Application, Native.

59. Customer centric

60. 1. Walk in your customers shoes
2. Customise the experience
3. Continually test
4. Multi screen
5. The need for speed
6. Technology for customer need

61. How does improving CX
create competitive advantage
To summarise

62. 1%of companies deliver an excellent
customer experience
https://www.forrester.com/The+US+Customer+Experience+Index+Q1+2015/fulltext/-/E-res117482

63. NowIs the time to get ahead

64. Don’t expect to improve
your CX over night

65. Focus on:
Understanding your customers need.
And how your brand can best
provide the service required.

66. Happy
Good CX makes customers

67. Which increases
Customer
retention
Customer
satisfaction
Referralsand
advocacy

68. Brand
And grows your

69. Experience is everything
Figaro Digital – 5th August 2015
89 Worship Street, London, EC2A 2BF