1. Whoever knows
their customers best
WINS
modus associates
DIGITAL STR ATE G Y + D E S IG N

2. Innovation is hard.
Let your customers help.
1. Why?
2. How?
3. Workshop
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3. Scott McDonald Kristen Kulenych Graham Ericksen
Co-founder, Co-founder, Principal, Director of
Managing Director Chief Experience Officer Strategy & Innovation
modus associates
DIGITAL STR ATEGY + DESIGN

4. Why we’re here
Where should you place your bets
in a world where everything is changing
and anything seems possible?
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5. “Nice, but as long as there are readers there will be scrolls.”

6. Today’s takeaway
A practical framework you can use today
to improve profitability and better
serve your customers online
i.e., To place the
right bets.
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7. Innovating with
y?
customers:
W h

8. Customer focus is in vogue...
ROLES ASSOCIATIONS
BOOKS
ARTICLES
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9. “Of course it’s about
our customers.”
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10. 100s surveyed
The business consultancy Bain & Company
surveyed hundreds of companies that
felt they delivered superior customer
experiences.
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11. only 8% agree
But in reality, only 8% of those
companies’ customers agreed that the
experience was superior.
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12. only $ of $ 1 80
“For every $80 companies spend
driving traffic to their websites, only $1
is spent converting that traffic into
customers.”
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13. What’s at stake...
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14. 10-to-1 margin
“A three-year study of more than 40 Fortune
500 companies by research firm Peer Insight
found companies focused on customer
experience design outperformed the
S&P 500 by a 10-to-1 margin.”
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15. www.modusassociates.com 15

16. Customer-Centric Firms Are Leaders
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17. Innovating with
ow?
customers:
H

18. Keys to getting
a complete picture:
1. Variety of sources
2. What customers SAY and DO
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19. What they DO
Some tools and techniques:
+ Ethnographic research
+ User testing of your sites & products
+ Web traffic analysis
+ Industry / Third-party research
+ Competitive & best practices benchmarking
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20. What they SAY
Some tools and techniques:
+ Customer interviews & focus groups
+ Surveys and questionnaires
+ Feedback forms
+ Customer service logs
+ Social media monitoring
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21. Participatory Case Study

22. Imagine if you will…
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23. Imagine if you will…
Business Mandate:
Book more
rooms online
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24. Insights:
+ Key competitor launches
customer reviews on
their website
Com petitor + Another offers upload
Review and share your trip
photos
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25. Insight:
+ Travelers don’t trust
the reviews on hotel
websites. They prefer Industry
third-party sites like
TripAdvisor.
Research
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26. Insight:
+ Users overwhelmingly
User rejected the “upload
Testing photos and stories” idea
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27. Insights:
+ Deals & discounts most
popular section
+ 40% of searches are Traffic
returning no results Analysis
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28. Insights:
C ustomer Why people are calling:
Service 1. Website was confusing
Logs
2. Thought they would
get a better deal by
phone
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29. Insights:
+ Most site visitors believe
aggregators have the
best pricing.
+ 67% were unaware of
best rate guarantee. Customer
+ 37% never heard of Surveys
Loyalty Program.
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30. Insights:
Desired information:
stomer
+ rice
P
Cu + Deals and discounts
Int erviews + Destination information
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31. The difference between
knowing & guessing
7%
11 %
Entry Page
Bounce
88
Yearly Site
Revenue %
92
Rewards Program
%
Email Newsletter
Sign-up
Sign-up
68%
Special Offers
Revenue
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32. Competitor User
Review Testing
Industry
Research
Customer
Service
Traffic Logs
Analysis
Customer
Surveys Customer
Interviews
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33. Competitor User
Review Testing
Industry
Research
Traffic
Analysis
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34. Competitor
Review
Industry
Research
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35. Could it really be
this straightforward?

36. Why not?
“We don’t have time…
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37. Why not?
“We don’t have time
to be successful.”
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38. Make the time
to be successful.
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39. Whoever knows
their customers best
WINS

40. + For more information visit
modusassociates.com
+ Continue the conversation at
linkedin.com/iStrategy

41. Rhetoric v. Reality
Hertz images
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