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Is Customer Experience a valid and actionable business lever? Can it be applied across Retail and Online shopping channels?
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Staples Usability
5/27/2011 1
The Customer ExperienceAre in-store and on-line customer shopping experiences really that
different?
Tom McCannDirector, Retail Usability Research
Staples Inc
May 2011
TOC
Presentation Topics• Retail Usability Research team background – (5 mins)
• Staples Customer – (5 mins)
• Customer Experience (CEX) – (10-15 mins)
• Staples Retail (CEX) (video) – (5 - 8 mins)
• Discussion – Comparison of Retail CEX and E-Comm CEX
Boston UPA, May 2011 Slide 2
Boston UPA, May 2011 Slide 3
Staff: 5 Full time researchers , 3 part-time contractors
Educational Backgrounds: M. Psych, M. HF&Erg, M. HF&ID
Typical Research Questions
• How do we make it easier for customers to find products in the store
• How do we make promotional and informational messages more visible
• Are promotions and offers easy to understand
• Is the organization of this category easy for customers to understand
• Are the shelf tag’s providing customers with the right products and pricing information customers need to make a selection decision
• Is this product packaging helping the customer make a better product selection decision
• Are there opportunities to innovate within this product category
Staples Retail Usability Research Team
Staples Retail Usability Research Team
Research Techniques
• In-store, Planogram Lab, in Office/Home, Virtual Planograms
• Observations & Intercepts, Task Completion, Ethnographic Obs, Mobile & Screen Eye Tracking, Online Surveys, Diary & Self Report data collection
Customer Interactions (2010)
• Completed 109 projects
• 2,262 one-on-one research sessions with customers in-store /home /office / lab
• 13,896 participants completed online surveys / virtual planogram tests
Boston UPA, May 2011 Slide 4
Boston UPA, May 2011 Slide 5
Shopping Staples
Retail (1,575 US Stores) Staples.com
- $7.14 Bn sales – FY2010
- 57% store customers purchase for home, 43% purchase for business
- Businesses that shops Staples store typically range from 1-7 employees
- Typically purchase 6 /yr
- $3.08 Bn sales – FY2010
- 20% .Com customers purchase for home, 80% purchase for business
- Businesses that shops Staples.com typically range from 2-19 employees
- Typically purchase 3 /yr
Who is the Staples Customer?
Boston UPA, May 2011 Slide 6
Our customers are predominantly college educated middle aged
females.
62% have a college degree or higher.
73% are over 45 yrs of age.
What is CEX?
Boston UPA, May 2011 Slide 7
CEX is...
• the internal response of an individual to their interactions with an organization's products, people, processes and environments.
• Internal response includes the thoughts, feelings and emotions experienced and the rational, psychological and sensory benefits of the experience.
(Susan Abbott – Abbott Research & Consulting)
CEX is…
• the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.
• From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.
(Wikipedia)
• Customers want their experiences with a company to be useful, easy, and enjoyable.
(Forrester – web site)
Questions about CEX
• How do these descriptions / definitions enable us to observe and measure CEX ?
• How do these descriptions / definitions enable organizations to identify attributes or elements of CEX that can be manipulated to impact a customers experience?
• Are the attributes / elements of CEX valid across all customer / business touch points (e.g. retail, online, catalog, phone, email, circular) ?
• If CEX is uniquely subjective to each individual, how can we be sure that individual CEX
scores or ratings are measuring the same thing ?
• Is the concept of CEX useful ? Does it provide businesses with a valid and actionable business lever? If so, how?
Boston UPA, May 2011 Slide 8
Elements of CEX
Question?
Are there other Elements that need to be considered?
Boston UPA, May 2011 Slide 9
Customer Owned / Controlled Vendor Owned / Controlled
Physical Environment
Attributes of the Product / Offering
Business Processes
People / Support
Goal
Emotional attachment to that goal
Relevant Knowledge /Skill
Personal Constraints –physical/intellectual abilities and sensitivities, time, etc
Value ? Voice / Attitude ?
Elements of CEX
Question?
Are some elements more important than others ?
Is there a natural hierarchy of CEX elements ?
Boston UPA, May 2011 Slide 10
Assuming these Elements…..
Customer Owned / Controlled Vendor Owned / Controlled
Physical Environment
Attributes of the Product / Offering
Business Processes
People / Support
Goal
Emotional attachment to that goal
Relevant Knowledge /Skill
Personal Constraints –physical/intellectual abilities and sensitivities, time, etc
Value ? Voice / Attitude ?
CEX Element Hierarchy
Physical Environment
Boston UPA, May 2011 Slide 11
More important
Less important
Attributes of the Product / Offering
Business Processes
People / Support
Goal
Emotional attachment to that goal
Relevant Knowledge /Skill
Personal Constraints
Dra
g El
emen
ts o
nto
hie
rarc
hy
arro
w
Value ?
Voice / Attitude ?
How does eye-tracking work?
• Eye tracking detects where a person’s fovea fixate and the movements in between fixations. The fovea is a small spot on the retina that is responsible for fine, detailed vision.
• Outside the fovea, visual acuity decreases greatly, our eyes constantly move in rapid bursts called saccades, with brief stops called fixations.
• It is during the fixations that we take in visual information (via our fovea), We use the parafovea – the area outside of the fovea – and peripheral vision to determine where to fixate next.
• Visual stimulus processing is estimated to require fixations of a minimum of 50 to 100 milliseconds but is subject to a number of variables that can substantially increase this duration (e.g. ambient light, visual acuity, complexity of stimulus, etc).1
1. Salthouse, T., and Ellis, C., American Journal of Psychology, 1980, Vol 93 No 2 pp 207-234
Mobile Eye ® eye tracking glasses.
Show the Video!
Boston UPA, May 2011 Slide 13
Discuss CEX
In-Store v Online
Boston UPA, May 2011 Slide 14
Elem
ent
Hie
rarc
hy
goes
her
e
Physical Environment
Attributes of the Product / Offering
Business Processes
People / Support
Goal
Emotional attachment to that goal
Relevant Knowledge /Skill
Personal Constraints
Value ?
Voice / Attitude ?