Optimizing the Customer Experience through Product Analytics

The gap between success and failure often comes down to which company can deliver a delightful and differentiated customer experience, and your product is the centerpiece of most customer interactions. In this presentation, you’ll learn not only how to deconstruct your customer experience but also how to leverage a product analytics solution to optimize it.

Transcript

1. Optimizing the
   Customer Experience
   through Product Analytics
   

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2. 100%
   of product failures are also customer experience (CX) failures
   

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3. A Tale of 2 CX’s
   A
   ● functionality dictated by channel
   ● one size fits all user experience
   ● static, point-in-time interactions
   ● user acquisition as the end-goal
   ● customer value as an afterthought
   B
   ● unified cross-channel workflow
   ● personalized user experience
   ● multi-platform, dynamic journeys
   ● user engagement as the end-goal
   ● value reinforced at every touchpoint
   

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4. Be a B
   

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5. because
   B has optimized
   the CX
   

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6. Multi-Time CEO
   “There is an important trend going on, where a product
   is no longer just software. SaaS products consist of
   software, data, human input, APIs, integrations, etc. The
   definition of ‘product’ is changing. PMs need to see this.”
   

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9. Customer Journey
   Awareness
   ● Email Campaigns
   ● Organic Search
   ● Product Reviews
   ● Brand Evangelists
   ● Online Advertising
   Advocacy
   ● Support Forums
   ● Loyalty Programs
   ● User Conferences
   ● Partner Ecosystem
   ● Customer Testimonials
   

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10. product lives at
    the ◎ of the core
    customer journey
    

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13. User Journey
    Activation
    ● conversion and sign-up
    ● first-time user experience
    ● onboarding to aha moment
    ● time to value realization
    ● non-usage to habit loop
    Sophistication
    ● progressive disclosure
    ● high-value use cases
    ● premium features
    ● value dissemination
    ● basic to advanced usage
    

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14. product analytics
    unlocks the key ↻
    in the user journey
    

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15. Product
    Analytics
    optimizes CX
    ● figure out critical path(s)
    ● improve journey completion
    ● get non-users activated
    ● get novice users to pro
    ● understand value drivers
    ● avoid low-leverage bets
    

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16. A Tale of 2 CX’s
    A
    ● sporadic usage of analysis
    ● incomplete view of the customer
    ● lag between insight and action
    ● cycles wasted on dead-end bets
    ● mixed track record of decisions
    B
    ● culture of self-serve insights
    ● 360 view of the customer
    ● efficient insight to action loop
    ● focused on high-leverage bets
    ● track record of quality decisions
    

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17. Be a B
    

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18. because
    B has enabled
    decision velocity
    

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19. Optimizing the
    Customer Experience
    through Product Analytics
    

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