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1. Introduction
2. Background
3. Agenda
4. Companies perception of costumer experience
5. What are we offering?
6. A new generation of media consumers
7. 7 steps in managing customer experience online
8. Accept that your baby may be ugly
9. Make customer experience your differentiator
10. Be prepared to 'watch' and 'listen'
11. Create remarkable moments
12. The peak-end rule
13. Instil a measurement culture
14. Framework to manage the customer experience
15. Act quickly
16. How organizations manage the online experience
17. Experiences spread quickly nowadays
18. Customer experience ripple effect
19. So how are you going to do it?
20. Researching
21. Suite of tools at your disposal (1)
22. Qualitative research and quantitative
23. Qualitative research techniques
24. Factors that improve the customer experience
25. Usability testing / remote testing 1:1
26. Focus or user groups
27. Ethnography (especially web 2.0)
28. Internal system review - typical desktop
29. Diary keeping
30. Accessibility
31. Eye tracking
32. Looking for products proved easy
33. Top navigation used more over time
34. Subconscious in terms of design
35. Neuroscience and biometrics
36. Homepages - subconscious influence
37. Quantitative research techniques
38. Web analytics
39. Challenges with data from the web
40. Challenges of web analytics
41. Not everything that can be counted counts
42. Data capture - mentality
43. Data verification and data accuracy
44. Data measurement: new technologies
45. Home page click through (1)
46. Home page click through (2)
47. Conversion rates
48. HBX - conversion funnel
49. Checkout funnel
50. Simple model of ROI
51. Modelling improvements
52. Profiling
53. Visitor profiling
54. Do we know enough about our customers?
55. Surveys
56. What to use surveys for
57. Examples of surveys
58. Survey results
59. Integrating simple surveys in analytics tools (1)
60. Integrating simple surveys in analytics tools (2)
61. Site feedback
62. Website performance (1)
63. Website performance (2)
64. Technical performance monitoring
65. Online panels
66. Benchmarking - competitor analysis
67. Consumer generated media (CGM)
68. Call centre
69. Creating
70. Figleaves.com - blame it on us!
71. Measuring
72. Executive dashboard
73. Action dashboard (1)
74. The objective
75. Action dashboard (2)
76. Conclusion
77. Managing the online user experience
78. Lego - designing the experience
79. Suite of tools at your disposal (2)
80. Know what you need
81. ING Direct - example
82. Thank you

Topics Covered

• Opinion of companies vs. customers on customer experience
• Managing the customer experience online
• Experiences spread quickly
• Customer experience ripple effect
• Customer experience measurement
• Qualitative and quantitative research
• Measuring data collected

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022