(How to) stop pretending that you're customer-centric

The world has changed. Users demand exceptional brand experiences. Google rewards good experiences and customer-centric thinking. Surviving means putting the consumer first.

But your CEO doesn't give a damn about user experience. Your marketing manager only obsesses about conversion rate and revenue. Your channel teams are judged on visitor volumes and acquisition costs. Your organisation runs on dashboards which ask, "How many people did we get to the website? How many of them did the thing we want them to do?" You're the opposite of customer-centric - and all of the feel-good, aspirational Instagram content and Facebook video you produce doesn't change a thing.

It's time to change the way we think about success for brands, content, and marketing. It's time to help users do what they want to do - and to make a ton of money in the process.

Transcript

1. @jonoalderson
   (how to)
   Stop pretending
   that you're
   customer-centric
   

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2. @jonoalderson
   Web development
   Jono Alderson
   Technical SEO
   Strategy + analytics
   Data science + eCRM
   Consultancy + Futurology
   Performance + security
   

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3. @jonoalderson
   

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4. @jonoalderson
   Ouch
   

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5. @jonoalderson
   Let’s start with some
   audience interaction
   

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6. @jonoalderson
   Hands up if…
   You think that ‘UX’ is something which SEO
   should heavily influence
   

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7. @jonoalderson
   Hands up if…
   You think that ‘reputation’ influences
   clicks and conversion
   

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8. @jonoalderson
   Hands up if…
   You think that ‘brand’ is a ranking factor
   

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9. @jonoalderson
   Now...
   

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10. @jonoalderson
    Keep your hands up if…
    Your organisation is customer-centric
    

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11. @jonoalderson
    Keep your hands up if…
    Your content and social strategies clearly
    connect to your core business
    

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12. @jonoalderson
    Keep your hands up if…
    You deliver excellent customer experiences
    

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13. @jonoalderson
    Keep your hands up if…
    You’re competing on loyalty and retention
    

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14. @jonoalderson
    Keep your hands up if…
    Your SEO strategy & performance is judged
    on how well you win hearts and minds
    

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15. @jonoalderson
    Keep your hands up if…
    Your content strategy is judged on how well
    you influence brand recall & preference
    

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16. @jonoalderson
    Keep your hands up if…
    You’re running PPC ads to your educational
    and inspirational resources to influence
    consumer perception of your brand
    

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17. @jonoalderson
    

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18. @jonoalderson
    http://bit.ly/2bayMFQ
    

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19. @jonoalderson
    Chances are...
    

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20. @jonoalderson
    You’re probably not customer centric
    

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21. @jonoalderson
    You’re profit/money/growth-centric
    

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22. @jonoalderson
    You’re focusing on visits
    and conversion rates
    

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23. @jonoalderson
    "How many people did
    we get to do the thing
    we want them to do?"
    

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24. @jonoalderson
    Those are your KPIs, right?
    

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25. @jonoalderson
    But that's the opposite of
    customer-centricity
    

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26. @jonoalderson
    

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27. @jonoalderson
    Maybe that’s fine?
    

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28. @jonoalderson
    After all, that’s how capitalism works
    Profit/money/growth are our best proxy for success/value
    

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29. @jonoalderson
    But that does raise an
    interesting question...
    

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30. @jonoalderson
    Why not just be evil?
    

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31. @jonoalderson
    Because being evil comes with
    social and reputational cost
    Reputational cost = acquisition cost = less growth
    

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32. @jonoalderson
    So, why not just be good?
    

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33. @jonoalderson
    Being good comes with $$$ cost
    $$$ cost = reduced capabilities = less growth
    

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34. @jonoalderson
    You’re balancing good and evil
    across multiple dimensions
    

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35. @jonoalderson
    Product/service quality.
    Cost. Reach. Innovation.
    Differentiation. Customer service.
    Technology. Geography. Speed.
    Personnel. Training. Systems.
    

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36. @jonoalderson
    

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37. @jonoalderson
    But now, balance isn’t enough
    The cost of entry continues to decrease, and disruptors
    can win on almost any dimension.
    

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38. @jonoalderson
    ...And losing on any dimension can
    mean being outranked for
    competitive head terms
    

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39. @jonoalderson
    “Best LCD TVs 2018”
    “Compare LCD TVs”
    “Best LCD TV”
    These all have different
    intents, and you can’t
    win just by being the
    biggest or richest or
    good or evil
    

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40. @jonoalderson
    And ‘winning’ often isn’t
    enough to win
    

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41. @jonoalderson
    Slides: http://bit.ly/2sVgPE9
    Videos: http://bit.ly/2ERBkmI
    

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42. @jonoalderson
    So, how do you compete?
    

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43. @jonoalderson
    

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44. @jonoalderson
    Google’s paradigm has to
    disproportionately reward good
    consumer experience
    ...Otherwise, people (might) use other search engines*
    

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45. @jonoalderson
    So... Good consumer experience
    means greater visibility
    

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46. @jonoalderson
    ..and greater visibility means
    greater opportunity for
    commercial outcomes
    

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47. @jonoalderson
    Wait, consumer experience?
    Not customer experience?
    

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48. @jonoalderson
    (not all of your customers)
    Google is assessing the
    experience of all of your visitors
    

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49. @jonoalderson
    So you need to worry about everybody
    who might visit your website
    ...and everybody who chooses not to.
    

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50. @jonoalderson
    Being “customer-centric” isn’t enough
    

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51. @jonoalderson
    How consumer-centric you are directly
    impacts your commercial performance
    

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52. @jonoalderson
    Everyone,
    everywhere*
    *not to scale
    People who might
    feasibly ever buy
    from us
    Where we should
    invest the majority
    of our marketing
    People who might
    feasibly ever visit
    our website
    

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53. @jonoalderson
    

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54. @jonoalderson
    Because senior stakeholders are
    naturally risk-averse.
    

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55. @jonoalderson
    ...and this is all a bit woolly...
    

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56. @jonoalderson
    ...whilst other channels gave them lots
    of safe, predictable numbers.
    

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57. @jonoalderson
    It’s their job to not screw up
    ...not to gamble on opportunity
    

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58. @jonoalderson
    NB: that’s why they still under-invest
    in SEO, social and content
    

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59. @jonoalderson
    ...and anything else which isn’t last-click
    

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60. @jonoalderson
    ...and why they’ll only invest in
    audience/consumer marketing to
    solve immediate problems
    

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61. @jonoalderson
    
    

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62. @jonoalderson
    So…
    

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63. @jonoalderson
    Google mandate that you must
    provide good experiences to your
    consumers.
    

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64. @jonoalderson
    So you pitch your CEO...
    ...and anecdotally, they’ll “get it”
    

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65. @jonoalderson
    “Of course I understand that we need to be
    consumer-centric, and that our reputation plays an
    important role in consumer purchase decisions”
    - Your CEO
    

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66. @jonoalderson
    

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67. @jonoalderson
    “I can’t justify this expenditure without a
    demonstrable return. Spend all of the marketing
    money on PPC and generate more leads/sales”
    - ALSO Your CEO
    

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68. @jonoalderson
    

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69. @jonoalderson
    This isn’t an education problem
    

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70. @jonoalderson
    It’s a risk-aversion problem...
    

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71. @jonoalderson
    ...it’s a persuasion problem
    

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72. @jonoalderson
    ...it’s a data problem
    

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73. @jonoalderson
    ...it’s an analytics problem
    

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74. @jonoalderson
    Imagine for a moment...
    

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75. @jonoalderson
    What if we could make
    consumer-centric marketing more
    measurable?
    

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76. @jonoalderson
    IT’S ALREADY
    MEASURABLE
    

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77. @jonoalderson
    
    

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78. @jonoalderson
    Measurability isn’t the problem.
    

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79. @jonoalderson
    The problem is with our storytelling
    

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80. @jonoalderson
    So if you want to be more
    consumer centric...
    

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81. @jonoalderson
    You need to connect your
    consumer-centricity story
    to the money story.
    

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82. @jonoalderson
    

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83. @jonoalderson
    But it’s hard to do join the dots
    Channels! Systems! Attribution! Stakeholders!
    

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84. @jonoalderson
    You need to fix your whole organisational
    outlook, objectives and measurement strategy
    You have to extend your reach beyond SEO and PPC
    

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85. @jonoalderson
    

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86. @jonoalderson
    It’s okay
    I have a framework*
    

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87. @jonoalderson
    When you change how
    people are measured, you
    change how they behave.
    

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88. @jonoalderson
    We’re going to change the way
    your hippo behaves
    Using only a single sheet of paper
    

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89. @jonoalderson
    

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90. @jonoalderson
    Objective Goal KPI Performance
    Make lots of
    money
    Sell lots of stuff to everybody
    who visits our site
    ● # transactions
    ● £ sales revenue
    6/10
    7/10
    Be loved by
    everyone
    Make content which people
    like, share and read
    ● Visitors to our blog
    ● Newsletter signups
    ● Referral entrances
    to blog content
    3/10
    2/10
    1/10
    Objective Goal KPI Performance
    Make lots of
    money
    Sell lots of stuff to everybody
    who visits our site
    ● # transactions
    ● £ sales revenue
    6/10
    7/10
    Objective Goal KPI Performance
    !?
    

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91. @jonoalderson
    

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92. @jonoalderson
    Objective Goal KPI Key Segments Performance
    Be known as the
    leading brand in
    our market
    Produce content which people discover
    and read
    # new organic+referral+email visitors to blog posts (per month) Category, author
    # average comments-per-post (rolling)
    Grow our owned and earned audiences # Active new email signups
    Double YoY
    revenue
    Increase sales revenue from digital
    channels
    # qualified sales (per month) where the sale had digital attribution Department, channel, product
    £ qualified sales revenue (per month), where the sale had digital attribution
    Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
    months (rolling, YoY)
    Channel, source, campaign,
    keyword, gender, geographic
    region, entry page
    Average time between repeat purchases (rolling, YoY)
    Provide the best
    customer
    experiences in
    our market
    Provide great content and help users
    find the information they need
    % task completion rate (per month) Entrance page, Channel,
    source, campaign, keyword
    % satisfaction rate (per month)
    Delta % against average competitor satisfaction rate (roling)
    Compete on
    marketing
    efficiency
    Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
    keyword, call type
    Increase self-service actions on the
    website
    £ value of microconversions (per month) Microconverion, channel,
    source, campaign, keyword
    Ensure that audience-centric activity
    drives commercial outcomes
    £ qualified sales revenue (per month), where the sale had audience campaign
    attribution
    Campaign
    

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93. @jonoalderson
    

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94. @jonoalderson
    Getting started is easy
    

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95. @jonoalderson
    Get some integrated
    on-site survey data
    in your analytics
    

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96. @jonoalderson
    Start with getting task completion rate
    and satisfaction rate in your analytics
    “How well are we enabling our consumers to
    do the thing they want to do?”
    

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97. @jonoalderson
    

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98. @jonoalderson
    1. “What did you come here to do today?” (list)
    2. “Were you able to do it?” (Y/N)
    3. “How would you rate your experience?” (x/10)
    4. “Any other comments?”
    

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99. @jonoalderson
    1. “What did you come here to do today?” (list)
    2. “Were you able to do it?” (Y/N)
    3. “How would you rate your experience?” (x/10)
    4. “Any other comments?”
    

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100. @jonoalderson
     1. “What did you come here to do today?” (list)
     2. “Were you able to do it?” (Y/N)
     3. “How would you rate your experience?” (x/10)
     4. “Any other comments?”
     

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101. @jonoalderson
     1. “What did you come here to do today?” (list)
     2. “Were you able to do it?” (Y/N)
     3. “How would you rate your experience?” (x/10)
     4. “Any other comments?”
     

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102. @jonoalderson
     Now pivot on task, channel and
     landing page
     

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103. @jonoalderson
     http://blog.immeria.net/2009/11/iperceptions-deep-dive-in-behavioral.html
     

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104. @jonoalderson
     “We have loads of visitors from this
     channel who land on that page, who say
     they’re looking for these things but that
     they can’t find them”
     

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105. @jonoalderson
     

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106. @jonoalderson
     effectiveexperiments.com
     

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107. @jonoalderson
     Okay. That was step one.
     

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108. @jonoalderson
     Objective Goal KPI Key Segments Performance
     Be known as the
     leading brand in
     our market
     Produce content which people discover
     and read
     # new organic+referral+email visitors to blog posts (per month) Category, author
     # average comments-per-post (rolling)
     Grow our owned and earned audiences # Active new email signups
     Double YoY
     revenue
     Increase sales revenue from digital
     channels
     # qualified sales (per month) where the sale had digital attribution Department, channel, product
     £ qualified sales revenue (per month), where the sale had digital attribution
     Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
     months (rolling, YoY)
     Channel, source, campaign,
     keyword, gender, geographic
     region, entry page
     Average time between repeat purchases (rolling, YoY)
     Provide the best
     customer
     experiences in
     our market
     Provide great content and help users
     find the information they need
     % task completion rate (per month) Entrance page, Channel,
     source, campaign, keyword
     % satisfaction rate (per month)
     Delta % against average competitor satisfaction rate (roling)
     Compete on
     marketing
     efficiency
     Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
     keyword, call type
     Increase self-service actions on the
     website
     £ value of microconversions (per month) Microconverion, channel,
     source, campaign, keyword
     Ensure that audience-centric activity
     drives commercial outcomes
     £ qualified sales revenue (per month), where the sale had audience campaign
     attribution
     Campaign
     

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109. @jonoalderson
     Now you need to connect the
     HIPPOs to the consumers
     You’ll need five things
     

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110. @jonoalderson
     

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111. @jonoalderson
     1. Help stakeholders realise that they don’t have a shared set of
     definitions for success
     2. Extract their knowledge (and opinions)
     3. Define the goals & KPIs
     4. Demonstrate segments, define targets
     5. Define an implementation roadmap
     

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112. @jonoalderson
     

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113. @jonoalderson
     1. Help stakeholders realise that they don’t have a shared set of
     definitions for success
     2. Extract their knowledge (and opinions)
     3. Define the goals & KPIs
     4. Demonstrate segments, define targets
     5. Define an implementation roadmap
     

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114. @jonoalderson
     “What are your business objectives?”
     

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115. @jonoalderson
     “Double year-on-year revenue”
     “Provide great
     customer service”
     “Be more
     efficient”
     “Have a high
     conversion rate”
     “Get 600 more email
     opens per week”
     

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116. @jonoalderson
     Objectives must increase revenue,
     decrease cost or improve brand
     

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117. @jonoalderson
     Objective
     Be known as the
     leading brand in
     our market
     Double YoY
     revenue
     Provide the best
     customer
     experiences in
     our market
     Compete on
     marketing
     efficiency
     

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118. @jonoalderson
     1. Help stakeholders realise that they don’t have a shared set of
     definitions for success
     2. Extract their knowledge (and opinions)
     3. Define the goals & KPIs
     4. Demonstrate segments, define targets
     5. Define an implementation roadmap
     

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119. @jonoalderson
     Goals
     objectives - nonsense + specifics = tactics
     

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120. @jonoalderson
     Objectives often
     require multiple goals
     

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121. @jonoalderson
     Objective Goal
     Be known as the
     leading brand in
     our market
     Produce content which people discover
     and read
     Grow our owned and earned audiences
     Double YoY
     revenue
     Increase sales revenue from digital
     channels
     Increase customer lifetime value
     Provide the best
     customer
     experiences in
     our market
     Provide great content and help users
     find the information they need
     Compete on
     marketing
     efficiency
     Maintain a high conversion rate to sale
     Increase self-service actions on the
     website
     Ensure that audience-centric activity
     drives commercial outcomes
     

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122. @jonoalderson
     

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123. @jonoalderson
     

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124. @jonoalderson
     KPIs
     Ultra-specific technical definitions
     

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125. @jonoalderson
     “Increase sales revenue from digital channels”
     

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126. @jonoalderson
     “Increase sales revenue from digital channels”
     ● # Conversions
     

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127. @jonoalderson
     ● # Conversions
     ● # Qualified macroconversions
     “Increase sales revenue from digital channels”
     

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128. @jonoalderson
     ● # Conversions
     ● # Qualified macroconversions
     ● # Qualified macroconversions
     “Increase sales revenue from digital channels”
     

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129. @jonoalderson
     ● # Conversions
     ● # Qualified macroconversions
     ● # Qualified macroconversions
     ● # macroconversions (valuable form submissions, valuable phone calls,
     and offline conversions which cite ‘web’ as source)
     “Increase sales revenue from digital channels”
     

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130. @jonoalderson
     Think outside of the box
     Don’t use any stock metrics
     

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131. @jonoalderson
     Introduce audience-centric KPIs
     How many people did you help?
     

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132. @jonoalderson
     Interweave your commercial and audience
     KPIs to prevent silo’d behaviour.
     

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133. @jonoalderson
     Don’t worry about how you’re going to
     track your KPIs (yet)
     

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134. @jonoalderson
     http://bit.ly/2tWeYiK
     Understand that
     different page types
     have different success
     metrics
     

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135. @jonoalderson
     Objective Goal KPI
     Be known as the
     leading brand in
     our market
     Produce content which people discover
     and read
     # new organic+referral+email visitors to blog posts (per month)
     # average comments-per-post (rolling)
     Grow our owned and earned audiences # Active new email signups
     Double YoY
     revenue
     Increase sales revenue from digital
     channels
     # qualified sales (per month) where the sale had digital attribution
     £ qualified sales revenue (per month), where the sale had digital attribution
     Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
     months (rolling, YoY)
     Average time between repeat purchases (rolling, YoY)
     Provide the best
     customer
     experiences in
     our market
     Provide great content and help users
     find the information they need
     % task completion rate (per month)
     % satisfaction rate (per month)
     Delta % against average competitor satisfaction rate (roling)
     Compete on
     marketing
     efficiency
     Maintain a high conversion rate to sale % visitors to macroconversions (per month)
     Increase self-service actions on the
     website
     £ value of microconversions (per month)
     Ensure that audience-centric activity
     drives commercial outcomes
     £ qualified sales revenue (per month), where the sale had audience campaign
     attribution
     

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136. @jonoalderson
     1. Help stakeholders realise that they don’t have a shared set of
     definitions for success
     2. Extract their knowledge (and opinions)
     3. Define the goals & KPIs
     4. Demonstrate segments, define targets
     5. Define an implementation roadmap
     

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137. @jonoalderson
     Segments
     ...define reporting requirements
     

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138. @jonoalderson
     Objective Goal KPI Key Segments
     Be known as the
     leading brand in
     our market
     Produce content which people discover
     and read
     # new organic+referral+email visitors to blog posts (per month) Category, author
     # average comments-per-post (rolling)
     Grow our owned and earned audiences # Active new email signups
     Double YoY
     revenue
     Increase sales revenue from digital
     channels
     # qualified sales (per month) where the sale had digital attribution Department, channel, product
     £ qualified sales revenue (per month), where the sale had digital attribution
     Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
     months (rolling, YoY)
     Channel, source, campaign,
     keyword, gender, geographic
     region, entry page
     Average time between repeat purchases (rolling, YoY)
     Provide the best
     customer
     experiences in
     our market
     Provide great content and help users
     find the information they need
     % task completion rate (per month) Entrance page, Channel,
     source, campaign, keyword
     % satisfaction rate (per month)
     Delta % against average competitor satisfaction rate (roling)
     Compete on
     marketing
     efficiency
     Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
     keyword, call type
     Increase self-service actions on the
     website
     £ value of microconversions (per month) Microconverion, channel,
     source, campaign, keyword
     Ensure that audience-centric activity
     drives commercial outcomes
     £ qualified sales revenue (per month), where the sale had audience campaign
     attribution
     Campaign
     

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139. @jonoalderson
     How you visualise performance is
     the most important bit.
     Bullet charts are your secret weapon.
     

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140. @jonoalderson
     “Something’s
     gone wrong
     “Everything’s
     fine”
     “It’s
     champagne
     time!”
     

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141. @jonoalderson
     Objective Goal KPI Key Segments Performance
     Be known as the
     leading brand in
     our market
     Produce content which people discover
     and read
     # new organic+referral+email visitors to blog posts (per month) Category, author
     # average comments-per-post (rolling)
     Grow our owned and earned audiences # Active new email signups
     Double YoY
     revenue
     Increase sales revenue from digital
     channels
     # qualified sales (per month) where the sale had digital attribution Department, channel, product
     £ qualified sales revenue (per month), where the sale had digital attribution
     Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
     months (rolling, YoY)
     Channel, source, campaign,
     keyword, gender, geographic
     region, entry page
     Average time between repeat purchases (rolling, YoY)
     Provide the best
     customer
     experiences in
     our market
     Provide great content and help users
     find the information they need
     % task completion rate (per month) Entrance page, Channel,
     source, campaign, keyword
     % satisfaction rate (per month)
     Delta % against average competitor satisfaction rate (roling)
     Compete on
     marketing
     efficiency
     Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
     keyword, call type
     Increase self-service actions on the
     website
     £ value of microconversions (per month) Microconverion, channel,
     source, campaign, keyword
     Ensure that audience-centric activity
     drives commercial outcomes
     £ qualified sales revenue (per month), where the sale had audience campaign
     attribution
     Campaign
     

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142. @jonoalderson
     “How do I set targets?”
     

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143. @jonoalderson
     http://bit.ly/1rzdCop
     

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144. @jonoalderson
     Your dashboard must fit on one
     piece of paper(!)
     

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145. @jonoalderson
     1. Help stakeholders realise that they don’t have a shared set of
     definitions for success
     2. Extract their knowledge (and opinions)
     3. Define the goals & KPIs
     4. Demonstrate segments, define targets
     5. Define an implementation roadmap
     

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146. @jonoalderson
     Objective Goal KPI Key Segments Performance
     Be known as the
     leading brand in
     our market
     Produce content which people discover
     and read
     # new organic+referral+email visitors to blog posts (per month) Category, author
     # average comments-per-post (rolling)
     Grow our owned and earned audiences # Active new email signups
     Double YoY
     revenue
     Increase sales revenue from digital
     channels
     # qualified sales (per month) where the sale had digital attribution Department, channel, product
     £ qualified sales revenue (per month), where the sale had digital attribution
     Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
     months (rolling, YoY)
     Channel, source, campaign,
     keyword, gender, geographic
     region, entry page
     Average time between repeat purchases (rolling, YoY)
     Provide the best
     customer
     experiences in
     our market
     Provide great content and help users
     find the information they need
     % task completion rate (per month) Entrance page, Channel,
     source, campaign, keyword
     % satisfaction rate (per month)
     Delta % against average competitor satisfaction rate (roling)
     Compete on
     marketing
     efficiency
     Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
     keyword, call type
     Increase self-service actions on the
     website
     £ value of microconversions (per month) Microconverion, channel,
     source, campaign, keyword
     Ensure that audience-centric activity
     drives commercial outcomes
     £ qualified sales revenue (per month), where the sale had audience campaign
     attribution
     Campaign
     

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147. @jonoalderson
     http://bit.ly/29mFsgZ
     

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148. @jonoalderson
     

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149. @jonoalderson
     Congratulations!
     Your organisation is becoming more consumer-centric.
     

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150. @jonoalderson
     Ok, let’s rewind and
     summarise
     

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151. @jonoalderson
     Search engines reward audience centricity
     Improved experiences = improved performance
     

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152. @jonoalderson
     Organisations don’t can’t
     think this way
     So you need to join the dots for them
     

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153. @jonoalderson
     When you change how people are
     measured, you change how they behave
     

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154. @jonoalderson
     ...and you always have
     permission to say...
     “I think we can measure
     success in a better way”
     

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155. @jonoalderson
     So when you develop a
     measurement framework
     which makes audience centric
     behaviour important...
     

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156. @jonoalderson
     ...and you trap stakeholders
     into committing to a better
     definition of success..
     

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157. @jonoalderson
     You can begin to grow
     investment in consumer-centric
     marketing and improve your
     performance
     

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158. @jonoalderson
     

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159. @jonoalderson
     You can use this framework for
     other activities, too.
     

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160. @jonoalderson
     

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161. @jonoalderson
     

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162. @jonoalderson
     GOOD LUCK!
     

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163. @jonoalderson
     

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164. @jonoalderson | @distilled
     @jonoalderson
     

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