Online Customer Experience

Online Customer Online Customer ExperienceExperienceExperienceExperience

CASE STUDY: Refining the online customer experience at

Ilgın Ece ŞahinKemal YerlikayaMelike AkdülgerOkan ErolSeda ÇetinYeşim Soylu 12 May ’08 / Digital Marketing Lecture

Customer experience

• what is customer experience/why is it important?

• successful digital experiences

• how to measure online customer experience

The case: dabs.com

Conclusion

Outline

Conclusion

Customer experience design is taking the customer views of the interactions to understand the emotional bond between the brand and customers. It requires a common understanding

of the customer journey, then align the company actions to build emotional bonds.

Customer experience The case: dabs.com Conclusion

What is customer experience?

Online customer experience is using a company’s online services that influences

customers’ perceptions of a brand online.

� Customers remember

and value great experiences

that demonstrate deep

understanding and respect

for their needs.


Why is customer experience important?

� When companies learn how to deliver and evolve differentiated experiences, they tend to build strong, enduring customer relationships and profitable businesses.

Brand Value

*Design Management Journal, Daniel F. CuffaroWhy Good Design Doesn’t Always Guarantee Success


� Experience design is intimately tied

to product design because all aspects of

the product affect the user’s experience.

� Products become desirable when their surface qualities match thetastes and values of the target market at a deep, emotional level.

Successful digital experiences don’t happen by accident.They are designed.

tastes and values of the target market at a deep, emotional level.

� Products become useful when they balance technical and marketing objectives to produce a solution that can actually fulfill the intended function in the hands of a knowledgeable user.

Mullet, Kevin (2003) The Essence of Effective Rich Internet Applications. Macromedia White Paper


Building blocks of successful digital experienceWhen done effectively, Interaction Design leads to perceived value and positive emotions/feelings.

www.davidarmano.com


promised experience

emotional values

•Price/promotions

•Range/merchandisingproduct

•Customer journey fit

•Flow and data entryinteractivity

•fulfillment

•supportservice

•Visual design

•Style tonedesign

•Trust

•credibilityreassurance

The online customer experience pyramidThe online customer experience pyramid


rational values•Usability

•Accessibility &standardsease of use

•Content

•customizationrelevance

•Speed

•availabilityperformance

“Marketing's new key metric”Engagement has four parts:

1.Involvement2.Interaction3.Intimacy4.Influence

How to measure online customer experience


The caseThe case

� Case: build a new environment and a new web site for this target audience

Site re-design

� Guided navigation, which means customers can search according to products attributes rather than specific brands and models.





Customer searching for Girl Scout s cookie flavors:I Googled the Girl Scouts and arrived at a home page containing (among many

logos and other graphics) a graphic promo for the cookies. Clicking that, I got to the

main cookies page, which shows a Zip code search form, which yields a signup form

to be contacted by phone (?!) for more information. Still wondering what cookies

they're selling, I found a less obvious link on the page that led to what is almost

certainly the old cookie site, the one before the ad agency redesigned the home

page. Links and text galore. Only problem: no mention of the actual types of cookies

being sold.

So I abandoned the site. The Girl Scouts were able to hire a colorful designer to

spruce up the look of the site, but the customer experience is still lacking the basics.

At this point I went to Wikipedia and searched for "girl scout cookies". First result,

Customer experience: site reCustomer experience: site re--designdesign

At this point I went to Wikipedia and searched for "girl scout cookies". First result,

bingo: Girl Scout cookie - Wikipedia

The page, after a history and overview, shows "Varieties of cookies". And there was

my answer. One search on Wikipedia got me to a community-driven page that

answered my questions faster and easier than an organizationally-driven site,

showing successive layers of expensive redesigns with competing interests of

design, marketing, and branding. Wikipedia, free from all political concerns of the

organization, just showed the information that customers care about.


� Conclusion: (let’s do it together)

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� In-class discussion:

Why is customer-oriented content and design a crucial aspect of online business?

Conclusion and questions

aspect of online business?


� Conclusion: (let’s do it together)

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� In-class discussion:

Why is customer-oriented content and design a crucial aspect of online business?


aspect of online business?

Hint: they all are selling the same product and at just a click away, how else can they differentiate themselves except price?


Question:

� Define your best online experience. What aspects of the site atmosphere, content, design or any element contributed to your experience?


Send comments to: [email protected]


Thanks for listening!

� Dave Chaffey, Internet Marketing Strategy, Implementation and Practice

� http://www.davechaffey.com/Internet-Marketing/C7-Service-Quality

� Schmitt, B.H. (1999). Experiential Marketing: How to Get

References

� Schmitt, B.H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York, The Free Press.

� Pine, J.B. (1999) The Experience Economy: Work is Theater and Every Business a Stage. Harvard Business School Press
