Data-Driven Customer Experience

The key to producing outstanding customer experiences is to put yourself in the shoes of the customer. To always use that perspective as your North Star, rather than applying an inside-out perspective. This is how you arrive at your hypothesis of how to design customer experiences. Customer Experience Optimization will help you hone these insights and create engaging experiences that sway your customers.

Experience Optimization is a data-driven process that includes a lot of testing. A/B testing and multivariate testing, but also user research, interviews, analytics, and personalization. Optimizing the customer experience is all about challenging the status quo and letting the data guide you.

The process of continuously improving the customer experience through all the different touchpoints of the customer journey. Customer experience optimization (CXO) is a constantly ongoing process of understanding your customers and the customer lifecycle to make every interaction with your brand coherent and as positive as possible.

86%

of buyers are willing to pay more for a great customer experience

49%

of shoppers have made impulse purchases because of a personalized experience

83%

of execs believe unimproved CX means revenue and market share risks

48%

of consumers have left a website because they felt it was not well curated for them

Customer Experience is the Key Differentiator

The ecommerce winners of tomorrow will be those who deliver great customer experiences at scale. Customer experience optimization is needed in every aspect of your business, from the very first click on your site all the way to customer services and customer support. Through great user experiences, you’ll be able to build brand affinity, improve your net promoter score, and increase the average order value and satisfaction rate among your customers.

Customers today, whether in B2B or B2C, are constantly bombarded with marketing messages. This has created a shift in how brands compete. The competition between brands has gone from commodities to goods, then to services, and today, experiences are the true differentiator. Every touchpoint, every interaction matters. And they all add up to a whole worth much more than the sum of its parts. Because what great customer experiences add up to is trust – in your brand.

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Unifying and improving the customer experience can feel like a daunting task, and many companies don’t know where to start. The biggest challenges when it comes to customer experience are usually within the following fields:

01

Companies struggle to get a holistic view of their business and the different touchpoints across all channels, making it challenging to understand where things need to improve

02

Businesses struggle to manage, unify, and understand the data they gather from all the different systems, platforms, and tools they use

03

Different parts of the customer journey are owned by different departments, which makes it difficult to ensure a consistent customer experience throughout the customer lifecycle

At Vaimo, we’re experienced in all these areas. We know what works and bring tried and tested solutions, methodologies, and best practices to the table. We work with detailed roadmaps and templates to ensure all i’s are dotted and all t’s are crossed.

Why Customer Experience Matters

  • Experience-led companies have 1.6 times higher brand awareness, 1.5 times higher employee satisfaction, and 1.9 times higher average order value
  • Customers who have had one negative experience on a brand website are 88% less likely to return
  • Companies with strong omnichannel strategies for customer experience retain an average of 89% of their customers, compared to 33% of their counterparts with weak omnichannel strategies

Both qualitative and quantitative customer insights are crucial to customer experience optimization. Qualitative insights can be gathered through surveys or interviews, and quantitative insights can be made from the customer data. This is something we at Vaimo help our clients with.

Customer insights are all about analyzing your customer data to understand who your customers are, what they want from your brand, and how they experience interacting with you. Customer insights help you make better decisions about when and what to sell them, but also how. Different target groups expect entirely different experiences, so knowing who you serve and what they want is critical.

Customer insights are key to experience optimization. And when leveraged right, they will help you reduce churn, increase customer retention, upsell, and ultimately grow your brand.

But collecting insights is only the first step. Once the data is collected, it needs to be interpreted and used in a way that helps you drive sales. At Vaimo, we offer you the frameworks for this and help you translate your data into experiences and touchpoints. Only then will the data turn into actionable insights that will help you optimize the customer experience.

To start with, we will focus on the 10 most important optimization areas in terms of ROI. They span through the whole buyer journey, from the awareness stage to the purchase stage. Each and every one of them deserves attention and thoughtful testing and planning.

The Awareness Stage

In the awareness stage, your goal is to ensure customers know who you are, what your brand is about, and what products or services you offer. Consistency is key here:

01

Top Conversion Paths

02

Consistency By Traffic Source

03

Time Lag to Conversion

The Consideration Stage

Moving from the awareness level into the consideration stage, you need to turn yourattention to the following three key areas of optimization. Each experience is critical in improving conversion:

04

Overall Speed

05

Landing / Exit Flows

06

Site Search Usage

The Purchase Stage

The final phase of the customer journey is all about converting your visitors to customers in the purchasing stage. In this stage, there are four key areas to focus on optimizing:

07

Product List Performance

08

Session Duration

09

Shopping Behavior

10

Checkout

Customer experience optimization is a critical component in creating the highest ROI possible for your ecommerce strategy. We specialize in helping businesses improve their customer journey and can work closely with you to guide and support you throughout the whole process.

Some strategies and tactics will be quick wins and low-hanging fruit, others will show results over time. We help you measure your progress, test new strategies, and plan an approach that boosts your revenue. To learn more and get guidance on what optimizations would have the most significant effect on your business, reach out to our team today. We look forward to helping you create outstanding customer experiences.

To understand more about your digital maturity and how CXO can help – sign up for a Digital Maturity Assessment

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