Deliveroo’s Best Practices for Managing Customers’ Digital Experiences with UserReplay
-
Upload
jonathan-matz -
Category
Business
-
view
90 -
download
6
Transcript of Deliveroo’s Best Practices for Managing Customers’ Digital Experiences with UserReplay
Best practices for managing the
A webinar presented by Deliveroo and UserReplay
digital customer experience
Our presenters
Site Optimisation ManagerDeliveroo
Pete has held various positions with well known brands such as Hotels4u, Hotels.com and is currently Optimisation Manager at Deliveroo. His primary focus has been to improve the customer experience and increase conversions, as well as manage the overall Digital Experience.
Darren WardDirector of Product MarketingUserReplay
Darren has over 12 years of experience as a practitioner in the web analytics and customer experience space. Prior to joining the senior team at UserReplay, Darren worked in consulting roles with Tealeaf and Webtrends where he helped a diverse range of customers - across many verticals and geographies - optimise the potential of their digital channels.
Pete Lloyd
What is customer experience
Customer experience (CX) is the sum of all experiences at various touchpoints a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.
How customers perceive their interactions with your company.
Why is customer experience Important?
of companies believe customer experience is a significant differentiator in their market right now.
89% Why?• Competition is upping
their game• Disruption by new players• Harder to achieve product
and price differentiation
“Counting the Cost of Not Knowing”– A multi-region research study by Loudhouse, 2015
The DigitalCustomer Experience
Social
Search
Advertising
Reviews
Affiliates
Fulfilment
Offline Channels
eCommerce Website
Acquisition Spend vsConversion Spend
Source: Adobe (previously Omniture)
92:1
Bad CX Erodes Revenue You’ve Earned
$
Baseline revenue
Potential Additional Revenue
Example Segments
Out of stock
Payment Issue
3rd partyintegrations
Postcode validation
Name validation
Introduction to Deliveroo
Founded in 2013HQ in London
Provides
online food delivery
60 cities32 minute
delivery promiseservice for restaurants
that would normally have no delivery capability
Expanded to 12 countries and over
Building a Digital CEM Strategy for Deliveroo
Process
PeopleTechnology
Aiming for Continuous Improvement of Digital Experience
Tools Landscape
VOC
Business Intelligence
CX Analytics & Session
Replay
Web Analytics
Application PerformanceManagement
Deliveroo Current Landscape
VOCTBC
Business Intelligence
CX Analytics & Session Replay
Web AnalyticsIn-House
(via Business Intelligence)
Application PerformanceManagement
Our Journey toDigital CEM
2015 Q1 2016 Q3 2016 2017
VOC
TheProcess
Analyze issues using CX Analytics to try and identify root cause and commonalities
Alert &Monitor
Visualize
Quantify
Analyze
Resolve
Alert and monitor Constantly monitor customer experience indicators and alert on anomalies and unusual variances OR respond to specific feedback from customers
Visualize issues via session replay to understand context and actual user experience
Quantify how many people are encountering any issue and the size of revenue improvement opportunity. This enables prioritization.
Resolve the issues that are having the biggest revenue or CX impact
Discovering and QuantifyingImprovement Opportunities
Alert of struggle behavior Analyze to narrow down segment Replay to analyze cause of struggle
Monetize to prioritize importanceTechnical analysis in APMImprovement
1 2 3
6 5 4
The PeopleQualities
• Inquisitive
• Analytical
• Quickly understands significant variances and trends
• Able to work in a cross-functional team
• Always asking “Why?”
The PeopleOrganisation
• Analysts specialise in a site function or product area
• Embedded in product team or functional area
• Key stakeholder in defining site improvement priorities
• Focused on continuous, incremental improvement.
Example Use Case 1 Form Field Removals
• Form field removed from form but validation left in place
• Sudden increase in form validation errors
• CX Analytics provided visibility into root cause
• Issue could be easily missed in QA process
Example Use Case 1 Form Field Removals
Benefits• Quickly surface specific CX issues • Ensures critical issues can be prioritised• Reduced cost of reproduction and resolution
And most importantly….
Improved conversion and revenue
Example Use Case 2 Background Technical Issues• Some 500 errors served in background cause widgets etc to break
• Use CX Analytics to discover these “hard to find” errors
• Visibility specific cause of errors
• Quantify errors to understand impact on business
• Reduce 500 errors to almost 0
Example Use Case 3 Acting on VOC Feedback
• VOC solutions provide useful feedback but no context
• Integration of session replay with VOC provides unique visibility into customer’s actual experience
• Implement session replay FIRST – then follow with VOC.
Example Use Case 4 Detection and Analysis of Fraud
• Need to identify transfers of vouchers between accounts
• CX Analytics data used to flag this behaviour
• Reduces revenue shrinkage due to fraud.
Delivers Revenue You’ve Earned
Session Replay
Machine Learning and Analytics
Customer Experience
Scoring
Form Analytics
Monetization Analysis
Notifications and Dashboards
Deployed as SaaS or Installed Software
Key Takeaways
• CX is a key differentiator
• A digital CEM strategy is essential
• CEM strategy is a mix of tools, processes and people
• CX analytics should be an early piece of the tools landscape
Benefits• Revenue and Conversion
Improvement• Improved customer loyalty• Reduce shrinkage from
fraud• Reduced costs of resolving
CX issues
Thank You!Any Questions?