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Explore the essential elements of customer experience and learn the steps to create a remarkable online and offline journey. Understand how design, interface, and customer perception contribute to a successful website. Boost conversion rates with effective strategies.
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Interface • Domain Names • Typical design • Color • Layout • Flash, music, and video • Static vs. dynamic websites
Seven key elements of the customer experience • Objective element • Function working • Links, calculation • The perception element • How you feel about this website, company • Image, perception • Yahoo—portal site, google—search site • The encounter element • Measure the process and output measures of the shopping experience • Two type of customer measures (use measures to improve websites) • Output: number of visitors, conversion rates, average order size, frequency • Process: how customer make a purchase, traffic patterns • The reaction to Stimuli element • Stimuli: storefront design, layout, background music, brand presentation • How do customer respond to stimuli: positive or negative
Seven key elements of the customer experience (cont.) • The sensory element • Visual, sound, touch, smell and taste • A smell can remind you certain products or experience • The cognitive and emotional element • Cognitive: thoughtful, rational • Emotional: • The relative element • Previous experience
Stages of Customer Experience • Functionality (this site works well) • Usability and ease of navigation • Speed • Reliability • Security • Media accessibility • Intimacy (they understand me) • Customization • Communication • Consistency • Trustworthiness • Exceptional value • Evangelism (I love to share the story) • Taking the word to the market • Active community members • The company care about my opinion • Defender of the company
Steps in the process of creating a desirable customer experience • Create a rich description of the target customer • A short story • A description • Develop use-case scenarios for each target segment • Outline the scenarios that might bring a target customer to the website • Effectively integrate the online and offline experience • Customer facing • Buy online, return offline • Buy offline, service online • Back office • Logistics • Demand driven (pull) or supply driven (push) • Data base integration
Steps in the process of creating a desirable customer experience • Articulate clear stages of desired experience • When they join our gold card member • Effectively assess relative levels of hierarchy • Highly leverage the evangelists • Freedom to coevolve the experience • Freedom to confront and challenge the firm • Preferred access to new ideas within the firm • Trickiness of economic incentives • Shrines, clubs, museum, and other “third places” • Continuously monitor and adjust
Exercise • Design a business model • Domain name • Web design • Create a rich description of the target customer • Develop use-care scenarios for each target segment • Effectively integrate the online and offline experience