How does it feel to pay the check at the restaurant where you had terrible service and bad food? Or how do you feel when you pay your cable bill each month? And how about paying $150 to change your airline ticket reservation? In all cases, the companies get your money. It’s revenue in their
There are a number of ways to quantify the value of your customers throughout the customer journey. While the “best” metrics depend on your goals and specific context, here is a list of 10 that most organizations should collect. They include a mix of the four types of customer analytics to collect: descriptive, behavioral, interaction
Know your customer. It’s a marketing maxim. But it’s not just something that the marketing team should worry about. It’s something that affects the entire company, from sales to product development to support. A customer or market segment is the name for the grouping of customers that share certain characteristics. Understanding your customers–their similarities, their
Technology is the amazing result of humanity’s evolution from self-sufficient hunter-gathering societies to increasingly interconnected social organizations. The specialization of labor has freed-up spare time to invent, improve and inspire. We have all benefited from this evolution. Yet sometimes you feel like there’s no humanity in some of our online and offline experiences. Inspired by
Think about the last time you bought a new computer or rented a car. What were all the things that went well and what seemed like torture? What impact did that experience have on your likelihood to make a future purchase or recommend the product or company to a friend? Understanding the process people go
We measure more than just usability. We work with clients to measure everything from delight, loyalty, brand affinity, luxury, quality and even love. While all of these concepts are related, they each measure slightly different aspects of the customer experience. Before measuring anything, especially a construct that’s not well defined or used in practice, we
Who are your users and what are they doing? Measuring the user experience starts with understanding who your users are and what tasks they are trying to accomplish on your website. It’s one of the first things we’ll cover at the UX Boot Camp. Visitor profile and intent are not something you can derive easily
You don’t need to be a mathematician to quantify the problems and improvements in user interfaces. Often the most compelling metrics are simple to compute and require no more than arithmetic and basic algebra. While most of us were exposed to these concepts in 8th and 9th grade, they are easy to forget and probably
This week I was invited to share my thoughts on challenges and insights into measuring the customer and user experience during a live chat on Twitter hosted by the folks at Vivisimo. We had 904 tweets which generated 2,304,670 impressions, reaching an audience of 311,413 followers. Here’s a bit of what we discussed. Isn’t revenue
If you can’t measure the customer experience, you can’t manage it. Improving the customer experience starts with measuring. But you’ve got to be sure you’re getting the right measure (or usually measures) to manage. The right measure will: identify problem areas track improvements over time be meaningful to the customer The wrong measure can: identify
