Episerver

The naked truth about customer loyaltyDatadrivna answers to what customers actually care

Jeroen Staehle

Marketing Manager Continental Europe

Amazing

Experiences…

Chris Hurn,

Huffington Post,

2012

Terrible advice.

Below expectations Exceeds expectations

Company perception of how loyalty is created

Actual customer loyalty according to data

Meets expectations

Cu

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CEB, 2013Cu

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Are you

focusing on

the right

problems?

6

Simplifying the customer experience

1. Creating better retail experiences by leveraging e-commerce.

2. Creating better e-commerce experiences by leveraging proprietary content.

Creating better retail

experiences by

leveraging e-commerce

Ted Schadler, Forrester Research

Creating better retail experiences by leveraging e-

commerce

• Use your online store to help customers find price and availability.

• Use your online store to help customers locate products in-store.

• Use your online store to help customers get additional product information

• Don’t invest in kiosks or in-store terminals. Customers prefer using their own devices!

Creating better e-

commerce experiences

by leveraging

proprietary content

20

Creating better e-commerce experiences by

leveraging proprietary content

• By getting users to engage with content, they are on average 20% more likely to become a customer and spend 22% more than customers who don’t.

• Great content lowers your customers effort in finding you, in assuring that your products are a good fit and in using them post-purchase.

• Don’t invest in content for the sake of content. In order for content to be valuable, it has to make the life your customers easier!

21

Wrapping up:

Concrete ideas for finding customer experience problems

Measure and obsess

about customer

problems

• Use implicit & explicit data to

find broken journeys.

• Measure task completion

rate across channels.

Make a visual

representation of the

steps that customers

take to complete a

specific task.

Ted Schadler, Forrester Research

Thank you!

Jeroen Staehle

+31 6 48 35 4771

Jeroen.staehle@episerver.com