online customer experience
DESCRIPTION
Presentation for digital marketing course.TRANSCRIPT
Online Customer Online Customer ExperienceExperienceExperienceExperience
CASE STUDY: Refining the online customer experience at
Ilgın Ece ŞahinKemal YerlikayaMelike AkdülgerOkan ErolSeda ÇetinYeşim Soylu 12 May ’08 / Digital Marketing Lecture
Customer experience
• what is customer experience/why is it important?
• successful digital experiences
• how to measure online customer experience
The case: dabs.com
Conclusion
Outline
Conclusion
Customer experience design is taking the customer views of the interactions to understand the emotional bond between the brand and customers. It requires a common understanding
of the customer journey, then align the company actions to build emotional bonds.
Customer experience The case: dabs.com Conclusion
What is customer experience?
Online customer experience is using a company’s online services that influences
customers’ perceptions of a brand online.
� Customers remember
and value great experiences
that demonstrate deep
understanding and respect
for their needs.
Customer experience The case: dabs.com Conclusion
Why is customer experience important?
� When companies learn how to deliver and evolve differentiated experiences, they tend to build strong, enduring customer relationships and profitable businesses.
Brand Value
*Design Management Journal, Daniel F. CuffaroWhy Good Design Doesn’t Always Guarantee Success
Customer experience The case: dabs.com Conclusion
� Experience design is intimately tied
to product design because all aspects of
the product affect the user’s experience.
� Products become desirable when their surface qualities match thetastes and values of the target market at a deep, emotional level.
Successful digital experiences don’t happen by accident.They are designed.
tastes and values of the target market at a deep, emotional level.
� Products become useful when they balance technical and marketing objectives to produce a solution that can actually fulfill the intended function in the hands of a knowledgeable user.
Mullet, Kevin (2003) The Essence of Effective Rich Internet Applications. Macromedia White Paper
Customer experience The case: dabs.com Conclusion
Building blocks of successful digital experienceWhen done effectively, Interaction Design leads to perceived value and positive emotions/feelings.
www.davidarmano.com
Customer experience The case: dabs.com Conclusion
promised experience
emotional values
•Price/promotions
•Range/merchandisingproduct
•Customer journey fit
•Flow and data entryinteractivity
•fulfillment
•supportservice
•Visual design
•Style tonedesign
•Trust
•credibilityreassurance
The online customer experience pyramidThe online customer experience pyramid
Customer experience The case: dabs.com Conclusion
rational values•Usability
•Accessibility &standardsease of use
•Content
•customizationrelevance
•Speed
•availabilityperformance
“Marketing's new key metric”Engagement has four parts:
1.Involvement2.Interaction3.Intimacy4.Influence
How to measure online customer experience
Customer experience The case: dabs.com Conclusion
The caseThe case
� Case: build a new environment and a new web site for this target audience
Site re-design
� Guided navigation, which means customers can search according to products attributes rather than specific brands and models.
Customer experience The case: dabs.com Conclusion
Customer experience The case: dabs.com Conclusion
Customer experience The case: dabs.com Conclusion
Customer experience The case: dabs.com Conclusion
Customer searching for Girl Scout s cookie flavors:I Googled the Girl Scouts and arrived at a home page containing (among many
logos and other graphics) a graphic promo for the cookies. Clicking that, I got to the
main cookies page, which shows a Zip code search form, which yields a signup form
to be contacted by phone (?!) for more information. Still wondering what cookies
they're selling, I found a less obvious link on the page that led to what is almost
certainly the old cookie site, the one before the ad agency redesigned the home
page. Links and text galore. Only problem: no mention of the actual types of cookies
being sold.
So I abandoned the site. The Girl Scouts were able to hire a colorful designer to
spruce up the look of the site, but the customer experience is still lacking the basics.
At this point I went to Wikipedia and searched for "girl scout cookies". First result,
Customer experience: site reCustomer experience: site re--designdesign
At this point I went to Wikipedia and searched for "girl scout cookies". First result,
bingo: Girl Scout cookie - Wikipedia
The page, after a history and overview, shows "Varieties of cookies". And there was
my answer. One search on Wikipedia got me to a community-driven page that
answered my questions faster and easier than an organizationally-driven site,
showing successive layers of expensive redesigns with competing interests of
design, marketing, and branding. Wikipedia, free from all political concerns of the
organization, just showed the information that customers care about.
Customer experience The case: dabs.com Conclusion
� Conclusion: (let’s do it together)
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� In-class discussion:
Why is customer-oriented content and design a crucial aspect of online business?
Conclusion and questions
aspect of online business?
Customer experience The case: dabs.com Conclusion
� Conclusion: (let’s do it together)
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� In-class discussion:
Why is customer-oriented content and design a crucial aspect of online business?
Conclusion and questions
aspect of online business?
Hint: they all are selling the same product and at just a click away, how else can they differentiate themselves except price?
Customer experience The case: dabs.com Conclusion
Question:
� Define your best online experience. What aspects of the site atmosphere, content, design or any element contributed to your experience?
Conclusion and questions
Send comments to: [email protected]
Customer experience The case: dabs.com Conclusion
Thanks for listening!
� Dave Chaffey, Internet Marketing Strategy, Implementation and Practice
� http://www.davechaffey.com/Internet-Marketing/C7-Service-Quality
� Schmitt, B.H. (1999). Experiential Marketing: How to Get
References
� Schmitt, B.H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York, The Free Press.
� Pine, J.B. (1999) The Experience Economy: Work is Theater and Every Business a Stage. Harvard Business School Press
Customer experience The case: dabs.com Conclusion