Best practices for managing the

A webinar presented by Deliveroo and UserReplay

digital customer experience

Our presenters

Site Optimisation ManagerDeliveroo

Pete has held various positions with well known brands such as Hotels4u, Hotels.com and is currently Optimisation Manager at Deliveroo. His primary focus has been to improve the customer experience and increase conversions, as well as manage the overall Digital Experience.

Darren WardDirector of Product MarketingUserReplay

Darren has over 12 years of experience as a practitioner in the web analytics and customer experience space. Prior to joining the senior team at UserReplay, Darren worked in consulting roles with Tealeaf and Webtrends where he helped a diverse range of customers - across many verticals and geographies - optimise the potential of their digital channels.

Pete Lloyd

What is customer experience

Customer experience (CX) is the sum of all experiences at various touchpoints a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

How customers perceive their interactions with your company.

Why is customer experience Important?

of companies believe customer experience is a significant differentiator in their market right now.

89% Why?• Competition is upping

their game• Disruption by new players• Harder to achieve product

and price differentiation

“Counting the Cost of Not Knowing”– A multi-region research study by Loudhouse, 2015

The DigitalCustomer Experience

E-Mail

Social

Search

Advertising

Reviews

E-Mail

Affiliates

Fulfilment

Offline Channels

eCommerce Website

Acquisition Spend vsConversion Spend

Source: Adobe (previously Omniture)

92:1

Bad CX Erodes Revenue You’ve Earned

$

Baseline revenue

Potential Additional Revenue

Example Segments

Out of stock

Payment Issue

3rd partyintegrations

Postcode validation

Name validation

Introduction to Deliveroo

Founded in 2013HQ in London

Provides

online food delivery

60 cities32 minute

delivery promiseservice for restaurants

that would normally have no delivery capability

Expanded to 12 countries and over

Building a Digital CEM Strategy for Deliveroo

Process

PeopleTechnology

Aiming for Continuous Improvement of Digital Experience

Tools Landscape

VOC

Business Intelligence

CX Analytics & Session

Replay

Web Analytics

Application PerformanceManagement

Deliveroo Current Landscape

VOCTBC

Business Intelligence

CX Analytics & Session Replay

Web AnalyticsIn-House

(via Business Intelligence)

Application PerformanceManagement

Our Journey toDigital CEM

2015 Q1 2016 Q3 2016 2017

VOC

TheProcess

Analyze issues using CX Analytics to try and identify root cause and commonalities

Alert &Monitor

Visualize

Quantify

Analyze

Resolve

Alert and monitor Constantly monitor customer experience indicators and alert on anomalies and unusual variances OR respond to specific feedback from customers

Visualize issues via session replay to understand context and actual user experience

Quantify how many people are encountering any issue and the size of revenue improvement opportunity. This enables prioritization.

Resolve the issues that are having the biggest revenue or CX impact

Discovering and QuantifyingImprovement Opportunities

Alert of struggle behavior Analyze to narrow down segment Replay to analyze cause of struggle

Monetize to prioritize importanceTechnical analysis in APMImprovement

1 2 3

6 5 4

The PeopleQualities

• Inquisitive

• Analytical

• Quickly understands significant variances and trends

• Able to work in a cross-functional team

• Always asking “Why?”

The PeopleOrganisation

• Analysts specialise in a site function or product area

• Embedded in product team or functional area

• Key stakeholder in defining site improvement priorities

• Focused on continuous, incremental improvement.

Example Use Case 1 Form Field Removals

• Form field removed from form but validation left in place

• Sudden increase in form validation errors

• CX Analytics provided visibility into root cause

• Issue could be easily missed in QA process

Example Use Case 1 Form Field Removals

Benefits• Quickly surface specific CX issues • Ensures critical issues can be prioritised• Reduced cost of reproduction and resolution

And most importantly….

Improved conversion and revenue

Example Use Case 2 Background Technical Issues• Some 500 errors served in background cause widgets etc to break

• Use CX Analytics to discover these “hard to find” errors

• Visibility specific cause of errors

• Quantify errors to understand impact on business

• Reduce 500 errors to almost 0

Example Use Case 3 Acting on VOC Feedback

• VOC solutions provide useful feedback but no context

• Integration of session replay with VOC provides unique visibility into customer’s actual experience

• Implement session replay FIRST – then follow with VOC.

Example Use Case 4 Detection and Analysis of Fraud

• Need to identify transfers of vouchers between accounts

• CX Analytics data used to flag this behaviour

• Reduces revenue shrinkage due to fraud.

Delivers Revenue You’ve Earned

Session Replay

Machine Learning and Analytics

Customer Experience

Scoring

Form Analytics

Monetization Analysis

Notifications and Dashboards

Deployed as SaaS or Installed Software

Key Takeaways

• CX is a key differentiator

• A digital CEM strategy is essential

• CEM strategy is a mix of tools, processes and people

• CX analytics should be an early piece of the tools landscape

Benefits• Revenue and Conversion

Improvement• Improved customer loyalty• Reduce shrinkage from

fraud• Reduced costs of resolving

CX issues

Thank You!Any Questions?