Creating Superior Customer Experiences Training

When the competition are a click away differentiation can be hard. Competing on price is a fools game and erodes margins. If you want to stand out from the crowd the experience you provide customers is everything.

This course will show you how to create an outstanding customer experience whatever type of site you run. Customers who are more engaged and more loyal. Customers who will take action and convert.

Transcript

1. Copyright © Econsultancy 13th November 2015 Creating Superior Customer Experience 1 boag.world/customer Paul Boag E: training@econsultancy.com T: +44 (0) 20 7269 1470
2. Copyright © Econsultancy 13th November 2015 About Your Trainer • User Experience ‘Designer’. • 22 years experience. • Author of Digital Adaptation. • International Speaker. • Specialist in not-for-profits. • Years in the commercial sector. 2
3. Copyright © Econsultancy 13th November 2015 About Econsultancy Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events. • Over 250,000 subscribers • Used by more than 500,000 professionals every month • Offices in New York, London and Singapore Subscribers get access to our comprehensive, authoritative and independent award-winning research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital. Learn more about subscriptions at econsultancy.com/subscribe 3
4. Copyright © Econsultancy 13th November 2015 Become An Active Learner Marketing Intelligence and Insight • Beginner's Guides • Best Practice Guides • Market Data • Template Files • Trends and Innovation • Supplier Selection Elearning • Excellent introduction to core skills • Learn at your own pace • Ideal for staff based in multiple locations Learn more about subscriptions at econsultancy.com/ subscribe 4 Subscribe to gain access to a wealth of resources
5. Copyright © Econsultancy 13th November 2015 Digital Transformation The world is changing faster and more profoundly than anyone could have predicted. We will work with you to address your strategy, your people, your process and your technologies. Contact us if you’re interested in learning more about our consulting services. If you’re interested in other training courses, or perhaps want something completely bespoke then contact us about customised training for your whole team. Contact us about custom training or consulting at customised@econsultancy.com 5
6. Copyright © Econsultancy 13th November 2015 Today’s Agenda • (9:30 - 9:45) Introductions • (9:45 - 11:00) A compelling case for customer experience • (11:00 - 11:15) Break • (11:15 - 12:30) Understanding your customers • (12:30 - 13:30) Lunch • (13:30 - 14:45) Engaging and delight customers • (14:45 - 15:00) Break • (15:00 - 16:15) Creating a culture of customer experience • (16:15 - 16:30) Conclusions 6
7. Copyright © Econsultancy 13th November 2015 Learning Objectives • Understanding your customers. • Mapping the customer journey. • Creating content that engages with customers. • Designing effective calls to action. • Nurturing long term customer relationships. • Designing an experience across platforms. • Encouraging a company wide focus on customer experience. • Testing the experience. 7
8. Copyright © Econsultancy 13th November 2015 8 If you only remember one thing from today, remember this: a great customer experience is best achieved by making things easy. Everything else follows that.
9. Copyright © Econsultancy 13th November 2015 9 Introductions Who are you? What do you want?
10. Copyright © Econsultancy 13th November 2015 10 A Compelling Case For Customer Experience How to move customer experience up the companies agenda.
11. Copyright © Econsultancy 13th November 2015 Motivating Management 11 How can we motivate management to value user experience?
12. Copyright © Econsultancy 13th November 2015 12 I’ve been pitching our services for 23 years and I’ve never once successfully convinced an executive of anything. Jared Spool
13. Copyright © Econsultancy 13th November 2015 13 You can find out what your executives are already convinced of. If they are any good at what they do, they likely have something they want to improve. It’s likely to be related to improving revenues, reducing costs, increasing the number of new customers, increasing the sales from existing customers, or increasing shareholder value. Good UX can help with each of those things. Jared Spool
14. Copyright © Econsultancy 13th November 2015 Exercise 14 What does your management team care about?
15. Copyright © Econsultancy 13th November 2015 Customer Experience Opportunities • Increased conversion. • Increased average value. • Improved loyalty.
 (we take the path of least resistance) • More recommendations. • Lower customer service cost. • More repeat business. • Lower cost of sales. • Improved brand perception. • Improved brand awareness. • Improved offering. • Lower marketing costs. • Lower product development costs. • New product innovations. • Faster to market. • It differentiates. 15
16. Copyright © Econsultancy 13th November 2015 It Differentiates 16 Wiltshire Farm Foods vs Tescos.
17. Copyright © Econsultancy 13th November 2015 17 Traditional product development gives little indication of what consumers want until post launch. This increases risk and the cost of ‘convincing people’ to buy. Lower Risk, Lower Costs
18. Copyright © Econsultancy 13th November 2015 18 Developing your offering in conjunction with the consumer decreases the risk, increases the likelihood of sale and reduces the need to convince the consumer of anything. Lower Risk, Lower Costs
19. Copyright © Econsultancy 13th November 2015 Customer Experience Dangers • High cost of after sales. • Higher returns. • Higher cost of delivery.
 (especially for service businesses) • Negative reviews. • Potential PR issues. • Higher turnover. • Less repeat purchases. • Higher cost of sales. • Higher risk with new products. • Higher marketing costs. • Vulnerable to new competitors. • Vulnerable to sector disruption. 19
20. Copyright © Econsultancy 13th November 2015 20 89% of retail customers have said they will (or have) stopped doing business with a company after a single poor customer experience. Customer Think Higher Turnover
21. Copyright © Econsultancy 13th November 2015 21 Uber has successfully challenged an almost monopolistic competitor through superior customer service.
22. Copyright © Econsultancy 13th November 2015 22 Apple refined an entire sector with the launch of iTunes, decimating high street music sales.
23. Copyright © Econsultancy 13th November 2015 Creating A Pilot Project Exercise What pilot project could you undertake to prove the benefit of customer experience. A good pilot project should be: • Fast to implement. • Involve minimal cost. • Clearly measurable. • Touch on an issue management care about. 23
24. Copyright © Econsultancy 13th November 2015 What We Have Learned • How to present a compelling case for investing in customer experience. • Encouraging a company focus on customer experience. 24
25. Copyright © Econsultancy 13th November 2015 25 Take a break!
26. Copyright © Econsultancy 13th November 2015 26 Understanding Your Customers Do you really understand your customers or are you paying lip service?
27. Copyright © Econsultancy 13th November 2015 Researching Your Users • User surveys. • Focus groups. • One-to-one interviews. • Social media engagement and monitoring. • Ethnographic studies. • Analytics analysis. • Dedicated user researchers. 27
28. Copyright © Econsultancy 13th November 2015 Testing Your Offering • Card sorting • Guerrilla testing • Lab based testing • Remote usability testing • Analytics analysis. • Multi-Variance testing. 28
29. Copyright © Econsultancy 13th November 2015 Continual Development 29 Form an idea. Build that idea. Measure its performance and improve the idea based on what your learned.
30. Copyright © Econsultancy 13th November 2015 Bringing User Data To Life 30 30% of my work is user research and 70% is communicating my findings to colleagues. Leisa Reichelt
31. Copyright © Econsultancy 13th November 2015 31 Mailchimp puts personas of their customers around the office. This prevents people from becoming internally focused.
32. Copyright © Econsultancy 13th November 2015 32 User story cards are a great way of focusing colleagues on user needs. I am Donald Trump I want to build a big wall. To keep all of the Mexicans out.
33. Copyright © Econsultancy 13th November 2015 33 Creating a customer journey map is a great way of spotting weaknesses in the customer experience.
36. Copyright © Econsultancy 13th November 2015 Building An Empathy Map 36 Exercise We are going to each create an empathy map for our organisation.
37. Copyright © Econsultancy 13th November 2015 What We Have Learned • How to gain a deeper understanding of your customers and what they want. • The need to test and iterate your online presence to fix any issues with the customer experience. • How to map the customer journey. • How to test the experience. 37
38. Copyright © Econsultancy 13th November 2015 38 Lunch!
39. Copyright © Econsultancy 13th November 2015 39 Engaging And Delight Customers How to nurture customer relationships and build brand loyalty.
40. Copyright © Econsultancy 13th November 2015 Facilitating Self Service 40 Engagement through empowerment
41. Copyright © Econsultancy 13th November 2015 41 69% of consumers say that they feel really good about both the company and themselves when they are able to answer a question or solve a problem related to that company on their own. Millennials: Customer, Serve Thy Self Engagement Through Empowerment
42. Copyright © Econsultancy 13th November 2015 Make It Easy • Focus on top tasks. • Know what people are looking for. • Answer the common questions. • Constantly reassure and guide. 42 Boagworld Username:
43. Copyright © Econsultancy 13th November 2015 Avoid Death By A Thousand Cuts 43 ( ) Phone number:
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49. Copyright © Econsultancy 13th November 2015 Avoid Death By A Thousand Cuts 49
50. Copyright © Econsultancy 13th November 2015 Be There When They Need You • Don’t hide the phone number. • Live chat. • Fast email response. • Social media monitoring. 50
51. Copyright © Econsultancy 13th November 2015 51 Don’t wait for users to come to you and ask. Anticipate their needs.
52. Copyright © Econsultancy 13th November 2015 52 If you want to make a customer love you, save them time. If you want to make them hate you, waste their time. It’s that simple.
53. Copyright © Econsultancy 13th November 2015 Striking The Right Tone • Think hard about your tone of voice. • Dump the corporate talk. • Speaking in the first person. • Refer to the customer in the 
 second person. 53
54. Copyright © Econsultancy 13th November 2015 Striking The Right Tone 54 People build relationships with people (or robots!) not with brands.
55. Copyright © Econsultancy 13th November 2015 Motivating Without Alienating • Don’t trick or manipulate. • Nudge people to take action now. • Be clear about what you want. • Explain the benefits to the user. • Pick your moment. 55
56. Copyright © Econsultancy 13th November 2015 Building Loyalty Creating a tribe • Build anticipation. • Demonstrate genuine interest • Unity them around an identity • Engage them in product development • Put them in contact with one another. • Find a common cause 56
57. Copyright © Econsultancy 13th November 2015 Innocent And The Big Knit 57
58. Copyright © Econsultancy 13th November 2015 Building A Tribe 58 How could you build a tribe?
59. Copyright © Econsultancy 13th November 2015 What We Have Learned • How to create calls to action that motivate users to act. • How to nurture long term customer relationships. • How to use a wealth of techniques to delight your customers. 59
60. Copyright © Econsultancy 13th November 2015 60 Take a break!
61. Copyright © Econsultancy 13th November 2015 61 Customer Experience Culture A great customer experience involves focusing the entire organisation.
62. Copyright © Econsultancy 13th November 2015 How Culture Can Damage Experience Different departments… • Managing channels separately. • Failing to communicate. 62
63. Copyright © Econsultancy 13th November 2015 Working Across Silos Collaboration is the key. • Committees are not collaborative. • Customer Experience Champion. • Cross discipline teams.
 (Sitting and working side-by-side) • Business specialists.
 (Provides expertise but also disseminates culture) 63
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68. Copyright © Econsultancy 13th November 2015 Working Across Platforms • Integrated technologies. • Seamless transition.
 (Between platforms and channels) • Consistent message. • Consistent tone. 68
69. Copyright © Econsultancy 13th November 2015 Educating Colleagues 69 30% of my work is user research and 70% is communicating my findings to colleagues. Leisa Reichelt
70. Copyright © Econsultancy 13th November 2015 Building A Comms Strategy 70 Exercise: What tools and techniques can we use to educate our colleagues?
71. Copyright © Econsultancy 13th November 2015 Finding Time • Introduce digital triage. • Having process and policies. 71
72. Copyright © Econsultancy 13th November 2015 What We Have Learned • How to design an experience across platforms. • How to encourage a company wide focus on customer experience. 72
73. Copyright © Econsultancy 13th November 2015 73 Conclusions Some parting thoughts.
74. Copyright © Econsultancy 13th November 2015 Customer Experience Fundamentals • Build a case around opportunities and threats. • Begin with a pilot and measure relentlessly. • Never stop researching your customers and testing your offering. • Put the customer in front of colleagues continuously. • Empower your customers. • Give customers ownership. • Work collaboratively. • Think cross platform. • Develop a customer experience comms strategy. 74
75. Copyright © Econsultancy 13th November 2015 75 If you only remember one thing from today, remember this: a great customer experience is best achieved by making things easy. Everything else follows that.
76. Copyright © Econsultancy 13th November 2015 Continuing Professional Development Your attendance at this course equates to 7 hours of CPD which can be used within your formal CPD record. Continue your learning Further resources will be available for you to download, we will be in touch shortly with details along with a feedback survey. • Explore our other courses • Bring training in-house • Transform your organisation • Subscribe to Econsultancy If you have any questions contact us: Email: training@econsultancy.com Twitter: @Econsultancy Phone: +44 (0)20 7269 1470 76