Five Essential Steps to Begin Nailing Digital Experiences...Nov 20, 2019  · Insight Observation/...

SMARTLY. IQ

Five Essential Steps to Begin Nailing Digital Experiences

The True Cost of Digital Frustration

How much do poor digital experiences cost US businesses?

A staggering $75bn per year!

Source: Salesforce Research, “State of the Connected Customer”, 3rd editionhttps://www.salesforce.com/research/customer-expectations/

Take Stock of Your Customer Experience

So, we know the value of awesome experiences, but how can businesses be sure that they're offering the best possible experiences to their customers?

User research. You must get to the root of all your customer experience issues in order to effectively combat them!

But with so many methods of user research, how do you choose the right combination for your business? Let's take a look at the options...

Two Broad Axes to Approach User Research

Two Broad Axes to Approach User Research

THERE ARE NO SILVER BULLETS

#1Radical Transparency

3 Pillars of Success

TALENT TOOLS TARGET

DATA IS USELESS!#2Radical Transparency

"There are three kinds of lies: lies, damned lies, and statistics.”

All statistics lie…but some are useful

- Benjamin Disraeli (British Prime Minister)

Data to Action

Data/Fact(s)

Data/FactObservation

Data/Fact

Observation/ Insight

Observation/Insight

Category: Key Takeaway

Gathering research requires gathering primary and secondary data from reputable sources that can inform relevant insightsthat help you understand the target.

Gathering Research

Strategic Questions and Informed Answers

80 Facts

20 Observations

10 Insights

3-4 MainInsights

A-ha! 1 Key Takeaway

Step 1

Step 2

Step 3

Populate strategic questions with informed answers

Organize facts, observations and insights that arise from strategic questions

Determine key takeaways for each from discovered insights

Core areas of understanding Category

CompetitionCompany

ConsumerCustomer

Major Challenge or Opportunity

ALL INSIGHTS AREN’T THE SAME

#3Radical Transparency

Delimiting Finding the edges?

Delimiting Finding the edges?Expository Explain or describe

INSIGHT TYPE | INTENT

Delimiting Finding the edges?Expository Explain or describeActionable What should we do?

INSIGHT TYPE | INTENT

REPORTING STRUCTURE MATTERS

#4Radical Transparency

THERE HAS TO BE A CLEAR PATH FROM INSIGHT TO LIVE

#5Radical Transparency

INTEGRATION MATTERS

BONUSRadical Transparency

Decibel provides insights that take digital teams all the way from discovery to solution

It integrates with dozens of MarTech providers to help you manage and contextualize all the data you collect

SAMLAD

LDAPDirectories

Marketing Automation

Personalization & Decisioning

CDP

BI & Data Science

SFTP

Decibel Client SDK

VoC

Web Analytics

Activating the data

Built to create a positive customer experience at scale

Founded on Data Science & AI, we built Decibel to provide an end-to-end understanding of each experience to:

• Automatically measure each individual experience using the Digital Experience Score (DXS)

• Show actions digital teams should take to improve experiences

• Trigger real-time response

• Identify revenue opportunities

Digital Experience Score (DXS)

DXS is similar to NPS, except it’s based on what actually happened, not what someone said happened

Questions?