Retail Apps Are Outperforming Mobile Sites and 4 More CX Stories You Should Read
by Philippe Aussant, on Apr 4, 2018
March was a busy month in CX news and for iperceptions.
We launched a new logo and tagline (learn more here), we attended the Adobe Summit in Las Vegas and even published a new white paper that covers the best practices of running a Voice of the Customer (VoC) program.
All the while, great articles, stats and content were consistently published throughout the month that shone a light on the state of the Customer Experience (CX) and best practices to consider.
Here are just some of the stories that caught our eye in March 2018:
- Apps exceeding mobile websites in sales made via mobile devices
- “Making Experience Your Business” at the Adobe Summit
- Unbiased analysis is key to truly understanding your customers
- Infographic of the month: Are CX pros feeling anxious about CX?
- iperceptions blog post of the month: What You Need To Know About The Omni-Channel Customer Experience
Apps exceeding mobile websites in sales made via mobile devices
Today, consumers more frequently turn to their mobile devices to complete tasks that, in the past, would have been performed via other channels or mediums. Like in other industries, many retailers have recognized this shift and have also started to think “mobile-first”, offering both a mobile website and app to cater to their customers’ shopping habits. However, one of these mobile channels appears to be outperforming the other in terms of retail sales.
As reported by Econsultancy, a recent study by Criteo highlights that for US retailers who invest in both mobile web and shopping apps, 66 percent of sales made via mobile devices are being done using the app. It's also worth noting that the study found 26 percent of sales made on Desktop "were preceded by a click on a mobile device". This shows how a considerable proportion of consumers are switching between different devices during the research and purchasing phases.
As more customers start instinctively switching between different channels across their customer journey, the importance of offering a simplified and seamless omni-channel experience continues to grow (more on that later).
“Making Experience Your Business” at the Adobe Summit
The Adobe Summit is regarded as one of the foremost conferences in the CX professionals’ and Digital Marketers’ calendars (and is typically included in our annual list of "must-attend" Customer Experience conferences). This year included two keynotes centered around two themes, 'Make Experience Your Business' and 'Experience Maker All-Stars', and featured CX thought-leaders across a wide range of industries sharing their wisdom on how to offer a superior CX that stands out from the crowd.
Some of the standout moments from these keynotes included:
- A presentation by Shantanu Narayen, President & CEO of Adobe, who exclaimed how, especially nowadays, “People buy experiences, not products”.
- Sir Richard Branson sharing one of his secrets that has helped him reach his goals over the years: “Frequently taking note of the little things is the key to our success.”
- Brad Rencher, Executive VP and General Manager of Adobe Experience Cloud, sharing findings from a soon-to-be-released report from Forrester, which highlights how business leaders who focus on the CX receive 1.6x greater brand awareness, 1.9x increase in average order value and 1.7x greater rates of customer retention.
The iperceptions team attended the conference in Las Vegas, including our very own Duff Anderson, Co-Founder and SVP of iperceptions, who shared his recap and key takeaways from the conference.
Unbiased analysis is key to truly understanding your customers
We’ve all heard the expression 'seeing the forest for the trees'. Put simply, when you’re deeply involved with something, you can sometimes only see what you want to see and lose sight of the greater picture. This can often present a problem when you’re not only creating and managing a VoC program but also when you are analyzing your data.
In an article for MarTech Today, Evan Magliocca, Brand Marketing Manager at Baesman, points to a few factors that may contribute to a potentially flawed analysis of your customers, among which is not having a dedicated team dedicated only to analyzing your data. Without this team in place, Magliocca warns:
“The bandwidth simply doesn’t exist to give each team the desired level of analysis that they need to be effective in producing fact-based marketing decisions.”
In addition, Magliocca says that this analysis can sometimes fall on other team members, who can potentially be guided by their own individual goals and KPIs, leading to a biased and potentially misleading view of your data.
Having an objective view when analyzing your customer feedback and generating recommendations based on the insights you glean from it is crucial to ensure you truly get the most out of your VoC program.
Infographic of the month: Are CX Pros feeling anxious about CX?
The Customer Experience is a broad topic that involves a lot of moving parts and requires you to know an ever-growing quantity about your customers to keep up with their needs and expectations. Understandably, many CX professionals are still grasping the intricacies of this discipline.
To summarize some of the findings from their 2018 Smarter CX Insights Report, SmarterCX.com (presented by Oracle) released an infographic that gives a snapshot of CX professionals’ self-reported level of comfort when it comes to CX. A couple of the notable takeaways we found from this infographic include:
- 35 percent don’t believe they have a good enough understanding of what their customers expect from a good experience.
- Only 32 percent of respondents feel they have access to the information they need to understand their customers’ needs and apply it to improve their experience.
A successful CX program is highly-dependent on knowing your customers inside and out. More specifically, what they need, want and expect from their experience, and how they currently view their experience. This type of knowledge is a central benefit to running a VoC program and, based on the insights highlighted in this infographic, can help alleviate some anxiety among CX professionals by providing them a first-party source of insights in which they can feel confident to base their decisions.
iperceptions blog post of the month: What You Need To Know About The Omni-Channel Customer Experience
Technological advancements in the past few years have allowed brands to experiment with different channels as a way to improve the CX. 'Multi-channel' and 'omni-channel' have become two of the biggest buzzwords as a result. Plus, discussions about the 'omni-channel customer experience' are being brought to the forefront.
For our blog post of the month, Duff Anderson examines what exactly is the 'omni-channel customer experience' and what brands should do if they want to offer a superior omni-channel CX, including removing internal data silos and measuring the experience at every touchpoint throughout the entire customer journey using Listening Posts.
This post was updated on January 21, 2019
Banner image source: Unsplash