1. Ashley Friedlein
CEO
Econsultancy.com
Reducing Customer Struggle
Linus Gregoriadis
Research Director
Econsultancy.com In association with Tealeaf
ashley.friedlein@econsultancy.com
linus.gregoriadis@econsultancy.com
http://econsultancy.com

2. Acquire, Convert, Retain
Retain & Grow Acquire
Customer Service Search Engine Marketing
Email Marketing Email Marketing
Choice & Convenience Affiliate Marketing
Loyalty Programmes Aggregators
Dynamic Pricing Shopping Comparison
Personalisation Measure & Optimise Interactive Advertising
Community Referrals Web Analytics
Partnerships
Social Media Online Panels
Co-registration
Online Surveys
Site Performance Viral Marketing
Monitoring Peer-to-Peer
Competitor Benchmarking Content Distribution / RSS
A/B & MVT Testing Online PR
Buzz & Brand Monitoring Social Media
Convert Multichannel Marketing
Content Targeting
Accessibility
Usability
Customer Decision Support
3rd Party Certification / Accreditation
Promotions & Merchandising
Personalisation & Targeting
Email Marketing
Payment Options
Onsite Search
Copywriting, Content, Functionality & Presentation
Ratings & Reviews
User Experience
| 2 | Reducing Customer Struggle

3. Understanding customer
experience
| 3
| Course Title

4. Understanding types of customer behaviour
Why they return to your site 39%
Retain & Grow 63% How people become aware of your brand or website
Why they make a second purchase 38%
Why they recommend your site 36% Acquire
Measure & Optimise 62% Where people come from before visiting your website
Why they make a purchase 44%
Why they abandon the shopping cart 23% 44% What they are most likely to do on their first visit
Convert
Why they leave the site without converting 19%
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5. Discovering problems
| 5
| Course Title

6. Discovering issues with the online
experience
80% 76% 76%
70%
60% 56%
50%
44% 44%
40%
34%
30% 26%
20%
10% 8%
0%
Calls to Customer Web Direct Online Customer Online Session
customer emails analytics messages / contact form surveys feedback replay
service team comments tool technology
from social
media
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7. Photo credit: Julia Borysewicz on stock.xchng
Rather than avoiding problems in the first place, companies are
reacting to issues after the horse has bolted.
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8. Most common and most serious website
issues
60% 57%
55%
50%
40%
29% 31%
30% 25% 26%
24% 24% 24%
21% 20% 20%
18% 19%
20%
10% 9%
10% 8% 6% 5%
4%
0%
Most common Most serious
Note: This was a traffic split question, with half of respondents being asked about the most common issues and the other half about most
serious issues. Respondents could check up to three options.
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9. Methods used for understanding the
customer experience
100%
90%
91%
80%
70%
60% 66%
50%
40%
44% 43% 42%
39% 38%
30%
20% 26%
16%
10%
11%
34% 29% 56% 27% 29% 18% 18% 13% 19% 37%
0%
Web Online User testing AB and / or Offline focus Social media Online Offline Online focus Session
analytics surveys multivariate groups / analysis / reputation / surveys groups replay
testing customer voice of the buzz technology
interviews customer monitoring
tools
% of companies using % of companies considering very effective
| 9 | Reducing Customer Struggle

10. Social media
| 10
| Course Title

11. Approach to social media comments about
customer experience issues
70%
60% 59%
60%
50%
40%
40%
34%
30%
20%
20%
10%
0%
We respond directly The tweet/comment Tweets/social There is an The tweet/comment
to the problem is monitored by comments are escalation within the is monitored by
(when appropriate) marketing shared with business so customer service
marketing and/or responsible team
customer service gets notified
teams
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12. Customer Service gets Social
Different customers want to interact through
different media for different reasons...
Where Social Media meets Customer Service - LinkedIn
| Reducing Customer Struggle

13. • Launched in May This BTCare is the official help is I support
Sirtaggy@BTCare 2009,is great how good twitter and said I
was upset being cut off UK residential customers on Twitter.
presence for BT Retail & there BT was wanting to
• Proactively search for
help, Hats off for BT. customers in distress and respond in
real-time.
mikejulietbravo@BTCare BTCare on Twitter is a hell of a lot
• Aim is to improve BT’s brand reputation by publicly delivering
more personal than calling fast, interminablepersonal. that
excellent service, which is the efficient and numbers
you get passed around.unique stuff. per month and have
• Help more than 3,000 Good users
sent more than 17,000 messages.
Kirley Wirley @BTCare thank you for (a) listening, (b) is
• 62% are extremely or very satisfied (Twitter Survey) which
15% higher than (c) doing something about it – it’s THAT
understanding andthe BT experience overall (Customer
kind of service that makes me love BT #loveBT
Experience Survey).
| Reducing Customer Struggle

14. Integrating online with
offline channels
| 14
| Course Title

15. Photo credit: Herman Brinkman on stock.xchng
For 60% of companies, the offline parts of their business have little
or no visibility into individual online customer activity.
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16. Visibility into online customer activity
50%
45% 44%
40%
40%
35%
30%
30% 29%
25% 23%
20%
20%
15%
10%
7% 6%
5%
0%
Very much so To some extent Not really Not at all
US Europe
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17. Integrating online with offline channels
 Only 3% of respondents describe the multichannel
experience they provide as ‘excellent’, while just under a
quarter (24%) say this is ‘poor’ (20%) or ‘very poor’ (4%).
 Around 74% of organisations do not quantify the
amount of customer calls to the contact centre that have
resulted from a poor online customer experience.
– Those that do estimate it to be around 15% of total
calls.
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18. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any
means, electronic or mechanical, including photocopy, recording or any information storage and retrieval
system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.
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