What is the external marketing environment?
14 min
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64 min
1. Digital strategy- Dr. Annmarie Hanlon
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42 min
2. Online marketplace analysis- Dr. Dave Chaffey
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31 min
3. Managing marketing in a crisis- Dr. Annmarie Hanlon
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35 min
4. Getting started in affiliate marketing- Mrs. Red Barrington
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5. Conversion rate optimisation- Mr. John Newton
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6. Creating retail websites- Ms. Emma Davies
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8. Digital impact on the marketing mix- Mr. PR Smith
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9. Social media marketing- Mr. Richard Sedley
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17 min
10. Online community management- Dr. David W. Peck
- Archived Lectures *These may not cover the latest advances in the field
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47 min
11. Improving results from digital channels- Mr. Matthew Tod
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56 min
12. Web 2.0/social media: 'the times they are a changing'- Dr. Jim Hamill
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41 min
13. Customer experience and web design- Ms. Catriona Campbell
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39 min
14. E-marketing strategy- Dr. Fiona Ellis-Chadwick
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33 min
15. Online branding- Dr. George Christodoulides
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28 min
16. Consumer behavior- Dr. Ruth Rettie
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17. Email marketing and E-CRM- Mr. David Hughes
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80 min
18. Integrated digital marketing communications- Dr. Beverly Barker
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40 min
19. How search engine optimization works- Mr. Danny Meadows-Klue
Printable Handouts
Navigable Slide Index
- Introduction
- Background
- Agenda
- Companies perception of costumer experience
- What are we offering?
- A new generation of media consumers
- 7 steps in managing customer experience online
- Accept that your baby may be ugly
- Make customer experience your differentiator
- Be prepared to 'watch' and 'listen'
- Create remarkable moments
- The peak-end rule
- Instil a measurement culture
- Framework to manage the customer experience
- Act quickly
- How organizations manage the online experience
- Experiences spread quickly nowadays
- Customer experience ripple effect
- So how are you going to do it?
- Researching
- Suite of tools at your disposal (1)
- Qualitative research and quantitative
- Qualitative research techniques
- Factors that improve the customer experience
- Usability testing / remote testing 1:1
- Focus or user groups
- Ethnography (especially web 2.0)
- Internal system review - typical desktop
- Diary keeping
- Accessibility
- Eye tracking
- Looking for products proved easy
- Top navigation used more over time
- Subconscious in terms of design
- Neuroscience and biometrics
- Homepages - subconscious influence
- Quantitative research techniques
- Web analytics
- Challenges with data from the web
- Challenges of web analytics
- Not everything that can be counted counts
- Data capture - mentality
- Data verification and data accuracy
- Data measurement: new technologies
- Home page click through (1)
- Home page click through (2)
- Conversion rates
- HBX - conversion funnel
- Checkout funnel
- Simple model of ROI
- Modelling improvements
- Profiling
- Visitor profiling
- Do we know enough about our customers?
- Surveys
- What to use surveys for
- Examples of surveys
- Survey results
- Integrating simple surveys in analytics tools (1)
- Integrating simple surveys in analytics tools (2)
- Site feedback
- Website performance (1)
- Website performance (2)
- Technical performance monitoring
- Online panels
- Benchmarking - competitor analysis
- Consumer generated media (CGM)
- Call centre
- Creating
- Figleaves.com - blame it on us!
- Measuring
- Executive dashboard
- Action dashboard (1)
- The objective
- Action dashboard (2)
- Conclusion
- Managing the online user experience
- Lego - designing the experience
- Suite of tools at your disposal (2)
- Know what you need
- ING Direct - example
- 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
Talk Citation
Campbell, C. (2010, February 25). Customer experience and web design [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 4, 2025, from https://doi.org/10.69645/RSBR9079.Export Citation (RIS)
