WEBINAR How To Measure Digital Customer Experience Maxie

WEBINAR How To Measure Digital Customer Experience Maxie Schmidt-Subramanian, Senior Analyst Andrew Hogan, Analyst April 5, 2016. Call in at 12: 55 p. m. Eastern time

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

With you today: Maxie Schmidt-Subramanian Andrew Hogan Senior Analyst, Serving CX Professionals © 2016

Overview › Challenges of measuring digital CX › The digital CX measurement process ›

The CX metrics framework still stands Outcome metrics What customers (intend to) do as a result of the experience e. g. , NPS, conversion Perception metrics What customers think about their experience Descriptive metrics Observable characteristics of customer interactions © 2016 Forrester Research, Inc. Reproduction Prohibited Results Experiences e. g. , effort score, satisfaction e. g. , cart abandonment, struggle events Actions

What gets in the way? Fragmented ownership of relevant metrics Difficulty prioritizing and finding root causes Insights don’t lead to improvement Why? © 2016 Forrester Research, Inc. Reproduction Prohibited 7

A disciplined digital measurement process helps you overcome the barriers Uncover Investigate Confront Flag pain points Dig deeper and prioritize Improve with agility © 2016 Forrester Research, Inc. Reproduction Prohibited

Identify key digital experiences Look for: Journeys that are fully digital (e. g. , make online payment) Journeys with a digital component (e. g. , file a claim) Source: “Journey Maps: Necessary But Not Sufficient For Running CX Programs” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Principal recognizes the importance of a new and responsive enrollment process • Introduced smartphonebased, responsive enrollment process. • 30% higher contribution rate than other enrollment methods. Source: “Bridge The Gap Between CX Strategy And Digital Customer Experience” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Use journey maps to define the right metrics and sources Customer: 2. Map journey with steps and touchpoints • Mother of a college-age son, not very savvy at managing finances online Customer objective: • Get money to recipient quickly and without difficulty Company objectives: • Reduce cost by increasing self serviceuse • Improve CX, especially ease of making a transfer 1. Define customer and company objective © 2016 Forrester Research, Inc. Reproduction Prohibited 3. Add candidate metrics and data sources

Define triggers that prompt further investigation Analytics data Feedback data © 2016 Forrester Research,

Lloyds Banking Group identifies drop-off points in service journeys with analytics © 2016 Forrester Research, Inc. Reproduction Prohibited Screen 1 Screen 2 Screen 3 5000 completed 2500 completed 2000 completed

Healthcare. gov uses number of complaints to identify problems Screen 1 1000 complaints ©

Expedia uses “propensity to call” to find referred pain Source: “Brief: How To Combine

A disciplined digital measurement process helps you overcome the barriers Uncover Investigate Confront Flag pain points Dig deeper and prioritize Improve with agility © 2016 Forrester Research, Inc. Reproduction Prohibited

Start by collecting data at multiple levels Level © 2016 Forrester Research, Inc. Reproduction

KLM uses Usabilla to collect feedback on elements of the experience Customers can select a specific element on the site for which they want to provide feedback. © 2016 Forrester Research, Inc. Reproduction Prohibited Usabilla provides the airline the verbatim and system-generated information.

Connect feedback and other data sources to diagnose issues Opt-in feedback “I struggled with. . . ” Digital interaction analytics Web/mobile analytics Digital performance mgmt. © 2016 Forrester Research, Inc. Reproduction Prohibited Intercept survey Support and offline analytics Journey analytics Qualitative research/testing

Connect feedback and other data sources to diagnose issues Opt-in feedback “I struggled with. . . ” Digital interaction analytics How many other customers had this problem? © 2016 Forrester Research, Inc. Reproduction Prohibited

Met. Life uses feedback to pinpoint problems and quantifies feedback with behavioral analytics “I

Connect feedback and other data sources to diagnose issues Opt-in feedback Digital interaction analytics “I struggled with. . . ” What did users do that might explain the rating? © 2016 Forrester Research, Inc. Reproduction Prohibited

Belgian telecom Telenet measures emotional response at critical conversion points with a single question — adding behavior analytics insights Implemented on 20 most used pages 15 x MORE responses than previous, longer survey © 2016 Forrester Research, Inc. Reproduction Prohibited

Connect feedback and other data sources to diagnose issues Opt-in feedback “I struggled with. . . ” Digital interaction analytics What are the support costs of that issue? © 2016 Forrester Research, Inc. Reproduction Prohibited Support and offline analytics

Lloyds Banking Group starts with voice analytics, quantifies with operations and performance data “I can’t figure out how to sign in. ” Logshark © 2016 Forrester Research, Inc. Reproduction Prohibited 27

B&Q uses a process to combine data, create insights, and prioritize problems › Created a task force with members who own insight sources and know the data intimately. › Set up a regular cadence in which the team meets to identify themes, prioritize and define further analyses across data sources. › “Combine art and science. ” © 2016 Forrester Research, Inc. Reproduction Prohibited

B&Q determined the root cause of digital problems. . . but had to dig really deep Problem › Drop-off in customers ordering from its website Why? › Customers weren’t shown a delivery date Why? › Process issues within distribution Why? › Distribution center staffing and technology © 2016 Forrester Research, Inc. Reproduction Prohibited

Principal found opportunities to make quick and effective improvements Source: “Bridge The Gap Between CX Strategy And Digital Customer Experience” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

A disciplined digital measurement process helps you overcome the barriers Uncover Investigate Confront Flag pain points Dig deeper and prioritize Improve with agility © 2016 Forrester Research, Inc. Reproduction Prohibited

Engage the stakeholders who are empowered to take action › B&Q uses a stakeholder map to determine who in the organization to involve in solving problems. › Expedia got traction in resolving problems by using an existing process to share CX “defects. ” › Met. Life routes Opinion. Lab comments by page for which the customer commented and the type of customer. © 2016 Forrester Research, Inc. Reproduction Prohibited

Get stakeholders’ attention by linking CX pain points to business metrics › Lloyds Banking Group proved that digital improvements will prevent 65, 000 calls annually. › Ticketmaster Belgium used digital CX measurement to prove that planned investments needed to change. © 2016 Forrester Research, Inc. Reproduction Prohibited

Employ design methods to improve the digital CX Nordstrom Innovation Lab uses design thinking. Source: “Design Methods In The Age Of The Customer” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Verify! QVC collected feedback pre- and post › Shifted login from PIN to password. › Made daily design tweaks to ease customers through that shift. › Monitored number of complaints to measure effectiveness of tweaks. © 2016 Forrester Research, Inc. Reproduction Prohibited

Verify! The Bronx Zoo and Viget use testing and web analytics › 40 A/B tests during the redesign › Results: • + 720% mobile revenue • + 141% membership conversions • + 52% revenue/visit Source: “Make This Website Redesign Your Last” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Outlook: Digital CX measurement is about to get more sophisticated › CX pros that don’t expand their analytics horizon will be marginalized. › Feedback and analytics vendors will invest in measuring emotion. © 2016 Forrester Research, Inc. Reproduction Prohibited

Interesting developments in measuring emotion with behavior © 2016 Forrester Research, Inc. Reproduction Prohibited

Outlook: Digital CX measurement is about to get more sophisticated › CX pros that don’t expand their analytics horizon will be marginalized. › Feedback and analytics vendors will invest in measuring emotion. › Market confusion will increase as optimization vendors add CX to their pitch. © 2016 Forrester Research, Inc. Reproduction Prohibited

Further resources Forrester reports • How To Measure Digital CX • How To Combine Website And Customer Experience Metrics • Seven Steps To Successful CX Measurement Programs • How Journey Maps Improve CX Measurement Efforts • Executive Q&A: The Top Seven Customer Experience Measurement Questions Answered • Top 10 Ways To Rally Your Organization Around Customer Experience Metrics • Executive Q&A: Top 10 NPS Questions Answered For CX Professionals © 2016 Forrester Research, Inc. Reproduction Prohibited Forrester’s CX cast 41

Questions? © 2016 Forrester Research, Inc. Reproduction Prohibited 42

Thank you Andrew Hogan +1 650 -581 -3817 ahogan@forrester. com Twitter: @ahhogan Maxie Schmidt-Subramanian +1 617 -613 -6746 mschmidt@forrester. com Twitter: @maxieschmidt forrester. com

CXNYC 2016 Forum For Customer Experience Leaders • June 21– 22, 2016 • New York Hilton Midtown Explore the dynamic, complex relationship between brand, customer experience (CX), and business success. From critical operational processes that support world-class CX to the corporate cultures and frontline personalities that embody your brand’s promise and value, attendees will gain insights on pacesetting CX performance from leaders in both B 2 C and B 2 B. http: //forr. com/CXNYC 2016 © 2016 Forrester Research, Inc. Reproduction Prohibited 44