CustomerExperienceModeling

Zbigniew Nowicki

Customer Experience Management

2

Key facts about opiniac.com platform

3

opiniac.com – a short story

2008 -opiniac.com

was founded

Web analytics offers information on events,

but what do users really think while browsing a

website?

Internet communities are dynamically growing,

both in size and functionally – becoming the best place for users

to share their experiences and

emotions. Customers want to be heard and appreciated, their engagement being

a source of supplemental knowledge for website

optimization and development

opiniac.com tools allow you to capture engaged users’ feelings – in qualitative and quantitative form – and those make proper website optimization possible.

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Selected Clients Main Partners

opiniac.com – with whom do we work

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opiniac.com – key numbers

6Years of expertisein CX measurement

and evaluation of CX

5Experts in core team

24Polish e-commerce market leaders cooperated with

9Dedicated Voice of Customer tools

0,9Average satisfaction score for Polish e-commerce

2+Average cooperation

period in years

3Expert associations’

memberships

6Million unique users who

already shared their feedback

15Average time in minutes needed to launch a survey

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opiniac.com – A, B, C of getting started

START 1

Research

2

Deployment

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Reporting and evaluation

1-month free TRIAL

Early evaluation

of users opinions

and experiences

Definition of problems

and issues which

require gaining

additional knowledge

from users

Defining goals,

hypothesis and areas

for research

Determining survey types

and questions for

investigated areas

Configuration

and deployment

Corrections and

optimizations

in surveys’ structure

User’s feedback

gathering and analysis

Summary in shape

of observations and

improvement recommendations

Research elaboration

Launching complementary

VoC tools

Research development

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opiniac.com – market competitive advantage

1Every month, more than

one million users see

opiniac.com surveys

We always meet

appointed deadlines

Team of dedicated experts

with years of CX expertise

We share our CX

know-how,

observations and

experience

Individual approach

to every project

We deliver periodic

reports, evaluation of the

results and consulting

support

8

opiniac.com – platform competitive advantage

Results are presented on

clear and intuitive

dashboard

Set of dedicated tools for

Customer Experience

evaluation

Survey delivery is a true

RWD – system and

browser independent

Predefined survey templates

availableOn a regular basis, we publish

qualitative indicators for

e-commerce

We identify issues

leading to cart / website

abandonment

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opiniac.com – selected advantages

ROI improvement

Processes and interface optimization

Customer service cost reduction

Assessment of the needs and opinions of your customers

UX/CX research cost optimization Limiting negative leaks to

social media - before they go viral

Long-term loyalty increase

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More on what, how and why

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opiniac.com – in search of a better conversion

80%+of companies developing

a brand in digital media

implement efficiency assessment

indicators and satisfaction

monitoring to improve

conversion results.

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opiniac.com – the environment

expert assessment

digital analytics

po

pu

lati

on in

div

idu

alsurvey

statistics

interviews

eye tracking

opiniac.com

expert evaluation

omnibus

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70 000 000

Total survey impressions Unique users

6 000 000 1 800 000 44 000

Completed surveysTime spent by users in hours*

*1800+ days / ~5 years opiniac.com data, august 2014

opiniac.com – in key numbers

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opiniac.com – type of collected information

Qualitative Quantitative

Subjective answers and commentsof users concerning content, wayof presentation, navigation, trust, quality of service etc.

Individual user’s assessment according to a defined scale concerning parameters and criteria under evaluation.

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opiniac.com – general survey segmentation

Voluntary

Sample use case scenario:User receives internal search result

page and comments the relevance

of results against the query.

Sample use case scenario:User begins checkout and

abandon the process at 2nd

step out of 4 necessary

to complete order.

We ask: why?

Sample use case scenario:User receives the delivery at

home and is asked within

2 weeks time to evaluate

a purchase process.

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3% 5% 10% 80%

opiniac.com data, august 2014

Event analysis (opiniac.quit, opiniac.checkout)

Declarative feedback collection (opiniac.audit)

Website abandonment survey

Cart abandonment survey

On-site voluntary surveys

Post-sale satisfaction survey

opiniac.com – average survey response rates

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Experience funnel – Leroy Merlin

Assumed goals: customer experience grow, conversion increase, shopping cart abandon decrease, clarity of segmentation and message quality.

Have users accepted the change of structure and logics on the website?

Which elements of communication are the most efficient?

Which elements and modules are problematic for users?

What kind of functionalities does the website lack?

Opinions on popularity and usability of products vs. their searching and presentation

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Experience funnel – PLAY

Collecting opinions on popularity and usability of products vs. their searching and presentation

Why selected steps of placing an order are problematic?

Which elements and modules are problematic for users?

Evaluation of transparency and architecture of the website.

Collecting needs and expectations of users.

Assumed goal: a separate analysis of satisfaction and conversion per product and per segment, delivery satisfaction, mobile sale increase.

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Experience funnel – DOZ.pl

Are the interface changes approved by users?

How the medicine knowledge base is evaluated and helpful?

Which processes are problematic for users?

Evaluation of internal search and search results relevancy.

Identification of reasons to abandon the portal or checkout process.

Assumed goal: a deep in understanding of customer experience across purchase funnel and conversion optimization.

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Unlimited number of surveys, questions and data

Comprehensive research and tech support

Sharp and solid response to client’s requirements

opiniac.com – your business – we do care ☺☺☺☺

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Main advantages of implementing CX solution

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Quantative data -

Google Analytics

Qualitative data –

opiniac.com CX platform

On-site analytics

Whathas happened?

Whyit has happened?

Comprehensive data about registered and anonymous users –

a foundation for successful effectiveness improvement

opiniac.com – fusion of qualitative and quantitative data

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DevelopmentProfits

e-commerce business condition

Consumer ExperienceConsumer Experience

Onlinepurchases

Onlinepurchases

Price tolerance

Price tolerance

LoyaltyLoyalty WOMWOM InnovationsInnovationsFavourite

placeFavourite

place

opiniac.com – main advantages

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Positive

experience

Loyalty andretention

Recommendations - WOM

or Social

Favouriteshopping

place

Happy customers boost your business

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Example project scope –form 12 to 24 months

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Research objective

opiniac.com solution is aimed atcollecting knowledge about the needs and experiences of customers - to support process optimization, website development and CX improvement

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Cross-e-commerce NPS measurement –global overview

On-site search, home, product and category

pages evaluation

Insights on specific user groups and

regions

Website/Cart abandonment,

post-sale satisfaction

Which areas should be covered?

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NPS – local e-commerce KPIs status

Home page NPS

Clarity of

ordering process

Customer

service score

Purchase

funnel NPS

Internal search

relevancy

Delivery

satisfaction

score

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Product

catalogue

Internal search

NPS

Product page

Shopping cart /

order placement

Post purchase

status

NPS

NPS

NPS

NPS

Total NPS

status

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-9

11

21

25

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NPS – country cumulated e-commerce status

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opiniac.com – integration capabilities

opiniac.com can easily be integrated with other data systems (one or two way),

providing extra dimensions for analysis

opiniac.com

CRM/ERPGoogle

Analytics

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Next steps – suggestedaction plan

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Holistic and multinational

overview of the needs

and opinions of

customers on-line

Processes and interface

optimization based on

real requirements, not

only assumptions

UX/CX research cost

reduction for standard

interview and focus groups

Conversion increase –

based on users’

insights and additional

expert evaluation

Key benefits in 12 months

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Start with a PoC free test drive

Proof of Concept for solution advantage.

Complete system functionality available.

Summary in a form of CX overview report.

Free test drive is available for 1 month.

Simple installation, similar to Google Analytics.

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Points to be included in test phase

30 day free test drive, followed by

summary report and cost estimation

Definition of the final research scope,

questionnaires

Survey deployment, permanent

supervision and optimization

Quarter reports, project development

Q1 Q1 Q1 Q1Q2, and so

on

Example action plan 12 to 24 months

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Why should you take care of users’ satisfaction?

70% of customers

dissatisfied with services or

products will come back!

If you manage to engage

them in a dialogue and solve

their problems.

The White House Office of Consumer Affairs Eastbridge Consulting Group

Customer Experience Management

Thank you for your attention.

Zbigniew Nowicki, CEO

znowicki@opiniac.com

+48 502 593 293

Confidential data. Property of opiniac.com. Not to be copied in any form without permission in written .