Post on 28-Jul-2015
What’s NEW about UX Strategy !
June 5, 2015
Gerry McGovern gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
Ethical
Skeptical
Analytical
Optimis tic
Disloyal
Millennial
Better educated Poorer
0%
40%
100% 100%
60%
100%
230%
350%
480%
535%
3% 6% 9% 12% 15% 18% 21% 24% 28% 32%
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
HOW THE TOP 1% BECAME THE 1% CEO PAY
WORKER PAY
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Religious belief in Britain
Source: newsbatch.com
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0%
10%
20%
30%
40%
50%
60%
70%
80%
2000 2005 2010 2015
Me & My Friends Vs Organizations Me & My Friends
Organizations
Source: MicrosoB, 2015
9 SECONDS
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80%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Companies Customers
A “Superior” Customer Experience?
Brad TuGle, Customer Service Hell, 2011.
Y E S
yes
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88%
9% 0%
10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Online content influences decision making
Trust vendor websites
EXECUTIVE DISTRUST OF B2B VENDOR WEBSITES
“The Content ConnecMon To Vendor SelecMon” Chief MarkeMng Officer Council, 2014.
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22%
78%
Yes No
No, They Don’t
“The average retailer understands me”
Source: IBM, 2015
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37%
63%
Yes No
No, They Don’t
“My favorite retailer understands me”
Source: IBM, 2015
4.6 9
14 20
29 39
49 45 53
61
79 87
97
0
20
40
60
80
100
120
1999 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Online Advertising Spending 1999 - 2014
Source: Google, eMarketer, Clipperton
Online advertising spend ($Billions)
0
20
40
60
80
100
120
1999 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Advertising Spend & Click Thru Rate 1999 - 2014
Source: Google, eMarketer, Clipperton
Online advertising spend ($ Billions)
Click thru rate
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1986 1990 1995 2000 2005 2009
US Car Buyer Brand Loyalty
Source: CNW Research
Accenture, 2013
“One Million US B2B Salespeople Will
Lose Their Jobs To Self-Service
eCommerce By 2020”
Forrester, 2015
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19% 19%
9%
53%
0%
10%
20%
30%
40%
50%
60%
Company & Brand effect
Product & Service delivery
Value-to-Price ratio
Sales Person Interactions
Influence on B2B Buying Decision
Source: CEB Sales Leadership Council, 2012
74 percent of executives state their
top 2015 priority is improving CX
Forrester
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“Nearly 60% of all phone
interacNons saw the customer start on the company’s
website.”
The Effortless Experience
“Only 25% of CX professionals say their
company’s CX programs actually improve
customer experience.”
Forrester 2015
78% 68%
17% 15%
0% 20% 40% 60% 80%
100%
Responds quickly to people's concerns and complaints
Communicates openly and transparently about how products are sourced and
made
Brands Don’t Care: 2014
Importance to Customer Believe statement applies to Brands
Source: Watermark
A B
The World’s Very First Website (1992)
2015
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1. GOV.UK has 12 million visitors a week, up from 4 million when it launched in October 2012.
2. It has reduced web publishing costs by over £60 million per year.
3. Task success rates have gone from an average of 60% to over 70%
4. Time to complete tasks has been reduced by over one third.
As of April 2015 …
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Continuous Improvement @ Cisco
IdenNfy Top Tasks
Measure Top Tasks
Improve
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Download software,
firm…Configure / set
up a pr…
Troubleshooting (bug fi…
615
43Top Tasks for Cisco Customers
Top 25%
26-50%
51-75%
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November 2012 : Pretend you have forgo[en the password for the Cisco account and take whatever acNons are required to log in.
Success/Failure Rates CompleNon Time
Password recovery = Minor Issues (50-‐59) TPI = 59
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May 2013: Pretend you have forgo[en the password for the Cisco account and take whatever acNons are required to log in.
Success/Failure Rates CompleNon Time
Password Recovery = Fair (60-‐69) TPI = 68
Good 0-‐2.25 x Target
* All Failure Nmes treated as 300 seconds
Minor Time Issue 2.25-‐3.25 x Target
Major Time Issue 3.25-‐5.75 x Target
CriNcal Time Issue Above 5.75 x Target
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“ImplemenMng the improvements required
coordinated effort from mulMple IT teams, usability and experience design people, and even content editors.” MarNn Hardee, Director for
Cisco.com
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July 2014 Overall Mar 2014 Overall
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@gerrymcgovern
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+353 87 238 6136
@gerrymcgovern
gerry@customercarewords.com
Thank you customercarewords.com WWW.