customer experience evaluation and modeling - opiniac
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This document discusses opiniac.com, a customer experience modeling platform. It provides an overview of the company's services, key metrics, competitive advantages, and case studies. opiniac.com tools allow companies to capture customer feedback through surveys to help optimize websites and improve the customer experience. The platform has worked with many Polish e-commerce leaders to better understand customer needs and satisfaction levels.
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customer experience evaluation and modeling - opiniac
- 1. Customer Experience Modeling Zbigniew Nowicki Customer Experience Management
- 2. 2 Key facts about opiniac.com platform
- 3. 3 opiniac.com – a short story 2008 - opiniac.com was founded Web analytics offers information on events, but what do users really think while browsing a website? Internet communities are dynamically growing, both in size and functionally – becoming the best place for users to share their experiences and emotions. Customers want to be heard and appreciated, their engagement being a source of supplemental knowledge for website optimization and development opiniac.com tools allow you to capture engaged users’ feelings – in qualitative and quantitative form – and those make proper website optimization possible.
- 4. 4 opiniac.com – with whom do we work Selected Clients Main Partners
- 5. 5 opiniac.com – key numbers 5 Experts in core team 6 Years of expertise in CX measurement and evaluation of CX 24 Polish e-commerce market leaders cooperated with 9 Dedicated Voice of Customer tools 0,9 Average satisfaction score for Polish e-commerce 3 Expert associations’ memberships 6 Million unique users who already shared their feedback 2+ Average cooperation period in years 15 Average time in minutes needed to launch a survey
- 6. 6 opiniac.com – A, B, C of getting started Research START 1 Deployment 2 Reporting and evaluation 3 1-month free TRIAL Early evaluation of users opinions and experiences Definition of problems and issues which require gaining additional knowledge from users Defining goals, hypothesis and areas for research Determining survey types and questions for investigated areas Configuration and deployment Corrections and optimizations in surveys’ structure Research development User’s feedback gathering and analysis Summary in shape of observations and improvement recommendations Research elaboration Launching complementary VoC tools
- 7. 7 opiniac.com – market competitive advantage 1 Every month, more than one million users see opiniac.com surveys We always meet appointed deadlines Team of dedicated experts with years of CX expertise We share our CX know-how, observations and experience Individual approach to every project We deliver periodic reports, evaluation of the results and consulting support
- 8. 8 opiniac.com – platform competitive advantage Results are presented on clear and intuitive dashboard Set of dedicated tools for Customer Experience evaluation Survey delivery is a true RWD – system and browser independent Predefined survey templates available On a regular basis, we publish qualitative indicators for e-commerce We identify issues leading to cart / website abandonment
- 9. 9 opiniac.com – selected advantages ROI improvement Processes and interface optimization Customer service cost reduction Assessment of the needs and opinions of your customers UX/CX research Limiting negative leaks to cost optimization social media - before they go viral Long-term loyalty increase
- 10. 10 More on what, how and why
- 11. 11 opiniac.com – in search of a better conversion 80%+ of companies developing a brand in digital media implement efficiency assessment indicators and satisfaction monitoring to improve conversion results.
- 12. 12 opiniac.com – the environment expert assessment opiniac.com expert evaluation digital analytics population individual survey statistics interviews eye tracking omnibus
- 13. 13 opiniac.com – in key numbers 70 000 000 6 000 000 1 800 000 44 000 Total survey impressions Unique users Completed surveys Time spent by users in hours* *1800+ days / ~5 years opiniac.com data, august 2014
- 14. 14 opiniac.com – type of collected information Qualitative Quantitative Subjective answers and comments of users concerning content, way of presentation, navigation, trust, quality of service etc. Individual user’s assessment according to a defined scale concerning parameters and criteria under evaluation.
- 15. 15 opiniac.com – general survey segmentation Voluntary Sample use case scenario: User receives internal search result page and comments the relevance of results against the query. Sample use case scenario: User begins checkout and abandon the process at 2nd step out of 4 necessary to complete order. We ask: why? Sample use case scenario: User receives the delivery at home and is asked within 2 weeks time to evaluate a purchase process.
- 16. 16 opiniac.com – average survey response rates 3% 5% 10% 80% opiniac.com data, august 2014 Event analysis (opiniac.quit, opiniac.checkout) Declarative feedback collection (opiniac.audit) Website abandonment survey Cart abandonment survey On-site voluntary surveys Post-sale satisfaction survey
- 17. 17 Experience funnel – Leroy Merlin Assumed goals: customer experience grow, conversion increase, shopping cart abandon decrease, clarity of segmentation and message quality. Have users accepted the change of structure and logics on the website? Which elements of communication are the most efficient? Which elements and modules are problematic for users? What kind of functionalities does the website lack? Opinions on popularity and usability of products vs. their searching and presentation
- 18. 18 Experience funnel – PLAY Collecting opinions on popularity and usability of products vs. their searching and presentation Why selected steps of placing an order are problematic? Which elements and modules are problematic for users? Evaluation of transparency and architecture of the website. Collecting needs and expectations of users. Assumed goal: a separate analysis of satisfaction and conversion per product and per segment, delivery satisfaction, mobile sale increase.
- 19. 19 Experience funnel – DOZ.pl Are the interface changes approved by users? How the medicine knowledge base is evaluated and helpful? Which processes are problematic for users? Evaluation of internal search and search results relevancy. Identification of reasons to abandon the portal or checkout process. Assumed goal: a deep in understanding of customer experience across purchase funnel and conversion optimization.
- 20. 20 opiniac.com – your business – we do care ☺ Unlimited number of surveys, questions and data Comprehensive research and tech support Sharp and solid response to client’s requirements
- 21. 21 Main advantages of implementing CX solution
- 22. 22 opiniac.com – fusion of qualitative and quantitative data Quantative data - Google Analytics Qualitative data – opiniac.com CX platform On-site analytics What has happened? Why it has happened? Comprehensive data about registered and anonymous users – a foundation for successful effectiveness improvement
- 23. 23 CCoonnssuummeerr EExxppeerriieennccee Profits Development e-commerce business condition Online purchases Price tolerance LLooyyaallttyy WWOOMM IInnnnoovvaattiioonnss Favourite place opiniac.com – main advantages
- 24. 24 Happy customers boost your business Loyalty and retention Positive experience Recommenda tions - WOM or Social Favourite shopping place
- 25. 25 Example project scope – form 12 to 24 months
- 26. 26 Research objective opiniac.com solution is aimed at collecting knowledge about the needs and experiences of customers - to support process optimization, website development and CX improvement
- 27. 27 Which areas should be covered? Cross-e-commerce NPS measurement – global overview On-site search, home, product and category pages evaluation Insights on specific user groups and regions Website/Cart abandonment, post-sale satisfaction
- 28. 28 NPS – local e-commerce KPIs status Home page NPS Clarity of ordering process Customer service score Purchase funnel NPS Internal search relevancy Delivery satisfaction score
- 29. 29 Product catalogue Internal search NPS Product page Shopping cart / order placement Post purchase status NPS NPS NPS NPS Total NPS status 19 -9 11 21 25 14 NPS – country cumulated e-commerce status
- 30. 30 opiniac.com – integration capabilities opiniac.com can easily be integrated with other data systems (one or two way), providing extra dimensions for analysis opiniac.com CRM/ERP Google Analytics
- 31. 31 Next steps – suggested action plan
- 32. 32 Holistic and multinational overview of the needs and opinions of customers on-line Processes and interface optimization based on real requirements, not only assumptions UX/CX research cost reduction for standard interview and focus groups Conversion increase – based on users’ insights and additional expert evaluation Key benefits in 12 months
- 33. 33 Start with a PoC free test drive Proof of Concept for solution advantage. Complete system functionality available. Summary in a form of CX overview report. Free test drive is available for 1 month. Simple installation, similar to Google Analytics.
- 34. 34 Points to be included in test phase 30 day free test drive, followed by summary report and cost estimation Definition of the final research scope, questionnaires Survey deployment, permanent supervision and optimization Quarter reports, project development Q1 Q1 Q1 Q1 Q2, and so on Example action plan 12 to 24 months
- 35. 35 Why should you take care of users’ satisfaction? 70% of customers dissatisfied with services or products will come back! If you manage to engage them in a dialogue and solve their problems. The White House Office of Consumer Affairs Eastbridge Consulting Group
- 36. Customer Experience Management Thank you for your attention. Zbigniew Nowicki, CEO [email protected] +48 502 593 293 Confidential data. Property of opiniac.com. Not to be copied in any form without permission in written .