This webinar discussed best practices for managing the digital customer experience. Pete Lloyd from Deliveroo and Darren Ward from UserReplay presented on Deliveroo's implementation of a customer experience management strategy using UserReplay's session replay and analytics tools. They discussed how Deliveroo used these tools to discover specific customer experience issues, quantify their impact, and resolve them - improving conversion rates and protecting revenue. Key takeaways were that customer experience is a major business differentiator, a digital CEM strategy is essential, and that CX analytics should be an early adoption for gaining insights into issues.

1. Best practices for
managing the
A webinar presented by
Deliveroo and UserReplay
digital customer
experience

2. Our presenters
Site Optimisation Manager
Deliveroo
Pete has held various positions with well
known brands such as Hotels4u,
Hotels.com and is currently Optimisation
Manager at Deliveroo. His primary focus
has been to improve the customer
experience and increase conversions, as
well as manage the overall Digital
Experience.
Darren Ward
Director of Product Marketing
UserReplay
Darren has over 12 years of experience as a
practitioner in the web analytics and customer
experience space. Prior to joining the senior
team at UserReplay, Darren worked in
consulting roles with Tealeaf and Webtrends
where he helped a diverse range of customers -
across many verticals and geographies -
optimise the potential of their digital channels.
Pete Lloyd

3. What is
customer experience
Customer experience (CX) is the
sum of all experiences at various
touchpoints a customer has with a
supplier of goods and/or services, over
the duration of their relationship with
that supplier. This can include
awareness, discovery, attraction,
interaction, purchase, use, cultivation
and advocacy.
How customers
perceive their
interactions with
your company.

4. Why is
customer experience Important?
of companies believe customer
experience is a significant
differentiator in their market right
now.
89% Why?
• Competition is upping
their game
• Disruption by new players
• Harder to achieve product
and price differentiation
“Counting the Cost of Not Knowing”– A multi-region
research study by Loudhouse, 2015

5. The Digital
Customer Experience
E-Mail
Social
Search
Advertising
Reviews
E-Mail
Affiliates
Fulfilment
Offline
Channels
eCommerce
Website

6. Acquisition Spend vs
Conversion Spend
Source: Adobe (previously Omniture)

7. Bad CX Erodes Revenue
You’ve Earned
$
Baseline revenue
Potential Additional Revenue
Example Segments
Out of
stock
Payment
Issue
3rd party
integrations
Postcode
validation
Name
validation

8. Introduction to Deliveroo
Founded in 2013 HQ in
London
Provides
online food
delivery
60 cities
32 minute
delivery promise
service for restaurants
that would normally have
no delivery capability
Expanded to 12 countries
and over

9. Building a
Digital CEM Strategy for Deliveroo
Process
PeopleTechnology
Aiming for
Continuous
Improvement
of Digital
Experience

10. Tools
Landscape
VOC
Business
Intelligence
CX Analytics
& Session
Replay
Web
Analytics
Application
Performance
Management

11. Deliveroo
Current Landscape
VOC
TBC
Business
Intelligence
CX Analytics
& Session Replay
Web
Analytics
In-House
(via Business
Intelligence)
Application
Performance
Management

12. Our Journey to
Digital CEM
2015 Q1 2016 Q3 2016 2017
VOC

13. The
Process
Analyze issues using
CX Analytics to try and
identify root cause and
commonalities
Alert &
Monitor
Visualize
Quantify
Analyze
Resolve
Alert and monitor
Constantly monitor customer
experience indicators and
alert on anomalies and
unusual variances OR
respond to specific
feedback from customers
Visualize issues via
session replay to
understand context and
actual user experience
Quantify how many
people are encountering
any issue and the size of
revenue improvement
opportunity. This enables
prioritization.
Resolve the issues that are having
the biggest revenue or CX impact

14. Discovering and Quantifying
Improvement Opportunities
Alert of struggle behavior Analyze to narrow down segment Replay to analyze cause of struggle
Monetize to prioritize importanceTechnical analysis in APMImprovement
1 2 3
6 5 4

15. The People
Qualities
• Inquisitive
• Analytical
• Quickly understands significant
variances and trends
• Able to work in a
cross-functional team
• Always asking “Why?”

16. The People
Organisation
• Analysts specialise in a site
function or product area
• Embedded in product team or
functional area
• Key stakeholder in defining site
improvement priorities
• Focused on continuous,
incremental improvement.

17. Example Use Case 1
Form Field Removals
• Form field removed from form
but validation left in place
• Sudden increase in form
validation errors
• CX Analytics provided visibility
into root cause
• Issue could be easily missed in
QA process

18. Example Use Case 1
Form Field Removals
Benefits
• Quickly surface specific CX issues
• Ensures critical issues can be prioritised
• Reduced cost of reproduction and resolution
And most importantly….
Improved conversion and revenue

19. Example Use Case 2
Background Technical Issues
• Some 500 errors served in
background cause widgets etc to
break
• Use CX Analytics to discover
these “hard to find” errors
• Visibility specific cause of errors
• Quantify errors to understand
impact on business
• Reduce 500 errors to almost 0

20. Example Use Case 3
Acting on VOC Feedback
• VOC solutions provide useful
feedback but no context
• Integration of session replay with
VOC provides unique visibility
into customer’s actual
experience
• Implement session replay FIRST
– then follow with VOC.

21. Example Use Case 4
Detection and Analysis
of Fraud
• Need to identify transfers of
vouchers between accounts
• CX Analytics data used to flag
this behaviour
• Reduces revenue shrinkage due
to fraud.

22. Delivers Revenue You’ve Earned
Session
Replay
Machine Learning
and Analytics
Customer
Experience
Scoring
Form
Analytics
Monetization
Analysis
Notifications and
Dashboards
Deployed as SaaS or Installed Software

23. Key
Takeaways
• CX is a key differentiator
• A digital CEM strategy is
essential
• CEM strategy is a mix of tools,
processes and people
• CX analytics should be an early
piece of the tools landscape
Benefits
• Revenue and Conversion
Improvement
• Improved customer loyalty
• Reduce shrinkage from
fraud
• Reduced costs of resolving
CX issues

24. Thank You!
Any Questions?