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Customer Experience

Customer feedback driving e-commerce testing and 4 more CX stories you should read

by Philippe Aussant, on Feb 1, 2018

Didn’t it feel like just yesterday that you came back from the holidays? One minute you’re sitting down planning your projects for the year ahead, next thing you know, it’s already February!

Just as quickly as January passed us by, many great articles and studies were published that brought great insights about the Customer Experience (CX) that you and your company can use to try and get a foot up on your competitors. 

Let’s look at some of the great CX stories that caught our eye this past month: 


Most marketers rely on customer feedback to guide experimentation efforts

A great marketer is never satisfied with the status quo, always tweaking things and pulling levers to try and get even more from their website or mobile app. Some things you can rely on intuition, but to make sure your changes are truly customer-centric, you need some guidance from actual customers.  

As reported by Econsultancy, 81 percent of companies use customer feedback (e.g. using online surveys) to guide their experimentation efforts to improve e-commerce performance, a greater proportion than both A/B testing (73 percent) and usability testing (51 percent). 

Although, it’s worth noting that testing and experimentation was also seen as a strategic priority by only 14 percent of companies, while 37 percent treat it as an ad hoc exercise based on hunches and guesses. 

Optimizing the performance of the e-commerce aspects of your website is a continuous, challenging but fruitful exercise. By using customer feedback as a guiding post to your efforts, you’ll be more certain that your efforts will be customer-centric and, as such, more likely to get a positive response from your users.


Millennials prefer to ‘second-screen’ using smartphones 

Think about the last time you watched TV or a movie at home. Did you take out your phone at least once to catch up on your social media feeds, check the latest news or book a reservation at a restaurant? I know I did (at least 5 times that I can remember off-hand). If you did this too, then you partook in ‘second-screening’, and it’s a growing phenomenon that can have an impact on the customer experience as our attentions are being split across different devices at any given time. 

eMarketer predicts that 185.8 million US Adults will second-screen in 2018, an increase of 4.5 percent over 2017. Although, the frequency at which people second-screen, and the way they do it, can differ between age groups. Based on research performed by YuMe and Nielsen, eMarketer reports that 68 percent of millennials prefer to use a smartphone to second-screen, considerably higher than both Gen Xers and Baby Boomers (52 and 39 percent, respectively). 

While people may be accessing your website or mobile app, it’s possible that you may not be getting your audience’s undivided attention and, therefore, is something all CX professionals and marketers must consider.  


Leveraging micro-moments on mobile will be key in 2018

The Customer Experience is not made up of any single interaction, but of all interactions that a user has with your brand, big or small. As companies look to get an edge in terms of offering a superior customer experience, they may be looking to get more granular in their efforts, especially in terms of the mobile experience. 

As part of their “10 Mobile Marketing Trends to Leverage in 2018”, Ryan Gould indicates in an article for the American Marketing Association that companies will leverage micro-moments more this year. To clarify what is a ‘micro-moment’ is, here’s a great definition provided by Sridhar Ramaswamy, SVP, GPI & Ads at Google: 

“Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”

In leveraging these micro-moments, Ryan Gould writes, companies will be hoping to boost the customer experience by meeting their needs at any given time they take out their mobile phone. 

With Mobile now surpassing Desktop / Laptop for number of pages viewed globally (August 2017 – Statista), optimizing the mobile experience by optimizing these micro-moments will be key. 


Infographic of the month: 15 CX Factoids: Customer Experience Efforts & ROI

2017 was a great year for interesting research about the Customer Experience, its short- and long-term impact on a company and its bottom line, and what a company needs to make it work. 

Temkin Group, a leading CX research, consulting and training firm, released an infographic containing fifteen interesting findings from the different research they published throughout 2017. Here are just some of the key findings that stood out to us from this infographic:

  • People who receive great customer experience are five times more likely to recommend your company than those who received a very poor CX.
  • 22 percent of customers decrease their spending with a company after a bad experience, while 19 percent simply stop doing business with a company altogether. 
  • Companies with above-average CX maturity are significantly more likely to have a senior executive leading their efforts compared to those with below-average maturity (81 vs. 53 percent, respectively), showing the importance of the C-Suite running a CX program. 

It will be interesting to see what research will be published about the Customer Experience in 2018, but one thing is for sure – the importance of uncovering the needs and expectations of your customers using Voice of the Customer (VoC) research to boost your CX has never been greater. 


iperceptions blog post of the month: Top 7 Customer Experience Trends and Predictions for 2018

2017 was a year when the Customer Experience took center stage. In 2018, this will be taken up another notch as companies aim to one-up their competitors in the Customer Experience game. 

From the growing importance of chatbots to customer feedback analysis to companies cranking up their data security efforts, the increasing accessibility of key technologies is allowing companies to take the Customer Experience to new heights. 

For our blog post of the month, Duff Anderson, Co-Founder and SVP of iperceptions, looks at 7 trends and predictions that will significantly impact how companies will do business and approach the customer experience in 2018.


Banner image source: PicJumbo

Philippe Aussant
Philippe Aussant

Philippe Aussant is a marketing professional with over 10 years of experience in content marketing, data analysis, account management and product support. As Content Manager, Philippe is responsible for generating and managing iperceptions marketing content assets, including the iperceptions blog.

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