This article was written by our partner Usabilla, as part of our series highlighting direct insights from our large ecosystem of partners.
The current brand landscape revolves around customers. Customers have high expectations that their interactions with brands are personalized, easy, and even delightful. According to a Microsoft report, 54% of customers have higher expectations for customer service today compared to one year ago. This percentage jumps to 66% for consumers aged from 18 to 34 years old.
The digital revolution opened the gate for customers, empowering them to leave their feedback anywhere, any time. With rising expectations, businesses were driven to include feedback in both daily and long-term decisions.
The combination of these two forces shaped what we call the Feedback Economy, an economy driven by feedback: opinions, comments and reviews. Customers in 2020 expect their interactions with brands to listen to their input and change accordingly.
The CX Professional’s Dilemma in The Feedback Economy
Collecting feedback is just the first part of creating exceptional customer experiences. What are you doing to take action on your customers’ feedback? How do you know where on the customer journey to focus your efforts? Taking action (at scale) on feedback and iterating on your experience are complex processes that require organization, analytics, and constant change.
Contentsquare and Usabilla
Customer journey insights are finally becoming operational at scale. Combining data from Contentsquare and Usabilla helps CX professionals to quantify and discover reasons why customers are dropping off and where they’re experiencing friction along their journey with your brand.
Usabilla is a voice of the customer (VoC) solution, allowing you to collect, analyze and act on feedback across all of your digital channels. With advanced analytics and easy to implement feedback channels and surveys, Usabilla equips CX professionals with the feedback they need and the ability to scale CX projects across their organizations for maximum impact.
Contentsquare creates cutting edge solutions that help you understand your digital audience so you can better connect with them every step of the way. With their suite of solutions, they empower entire digital teams to measure the impact of their UX actions.
The powerful partnership between Usabilla and Contentsquare allows CX professionals to leverage customer data across the entire customer journey to make a meaningful impact on the customer experience. Once armed with this customer data, CX professionals know exactly where to make improvements and how.
Optimizing the Customer Experience: Get the Full Picture
Enhancing Advanced Session Replay
With Usabilla and Contentsquare, you can refer to a Usabilla feedback item and then watch the live session replay in Contentsquare. A unique ID will be attached to every feedback item which you can then use in Contentsquare to find a session recording for the specific feedback.
The combination of feedback with the ability to playback a session allows you to see exactly what caused friction in the customer’s journey. Customers are telling you when they are happy or frustrated, but their feedback can be hard to understand. Replay the steps leading up to feedback to reveal visitor struggles and accelerate action on customer needs and concerns.
This integration offers two methods. One method includes sending Usabilla data to Contentsquare and the other method also includes sending the Contentsquare ID to Usabilla. This allows you to find session replays in Contentsquare for specific feedback. The integration is enabled by placing a script on your web pages that will take care of the data acquisition for you.
Leading-edge Customer Journey Mapping
In order to improve the customer journey, you have to first understand which steps your customers are taking to accomplish their various tasks. This is much easier said than done, as CX professionals tend to be blind to unknown unknowns. Without customer feedback, how can you identify where there’s friction at the journey and how exactly to fix it?
With Contentsquare and Usabilla, you can collect key info on the most critical steps of the customer journey.
Contentsquare helps you to understand user behavior across the customer journey so that you know exactly where to run Usabilla survey campaigns to capture feedback. Knowing exactly where to ask questions specifies your customer data to the right areas, allowing you to track, analyze and act on any feedback in real-time.
Within ContentSquare you can create custom segments in relation to Usabilla. Some segmentation examples would be:
- Anybody that triggers the Feedback Button
- Anybody that saw a Usabilla Campaign
- Visitors that give a specific mood, rating or NPS score
You can apply any of the segments you create to a Contentsquare journey analysis module. Track where users are leaving Usabilla feedback to learn more about critical areas in the customer journey. Similarly, track high-friction or high-importance moments in the customer journey by capturing feedback at that moment.
Filtering options allow you to segment positive feedback and negative feedback. The qualitative insight matched with the quantitative data you receive through Usabilla feedback gives you the key to unlock patterns and dissolve issues in the customer journey. Track key metrics across the customer journey to ensure you’re moving the needle with your CX efforts.
According to Temkin Group, a moderate improvement in CX would impact the revenue of a typical $1 billion company an average of $775 million over three years. There is a huge opportunity for brands to improve their bottom line, but it starts with breaking down the customer journey and making changes that actually impact the customer.
Contentsquare’s AI-powered digital experience insights make it fast and seamless for everyone on your team to visualize web and app behaviors so you can improve engagement, conversion, and revenue. While optimizing your customer’s journey, it’s complicated to create a full overview of what is happening and why. By utilizing Usabilla and Contentsquare you are able to visualize the what and the why of your website that will uncover your customer’s friction points.
We all know that customers have high expectations and that it is imperative to capture customer feedback and act on it. But it’s not always clear how to act, let alone how to grow and scale those projects.
The partnership between Usabilla and Contentsquare offers expert solutions that allow you to actually make a difference in the customer experience. Gartner have also predicted that by 2019 more than 50% of organizations will redirect their investments to customer experience innovations. It’s more important now than ever to deliver customer experiences that delight, and you’re going to need resources to make it happen as brands continue to compete on the experience they deliver.
Leveraging Data Science to Understand User Behavior
This article was written by our partner Cognetik, as part of our series highlighting direct insights from our large ecosystem of partners.
Data Science is an umbrella term used for multiple industries, such as data analytics, big data, business intelligence, data mining, machine learning & AI, and predictive analytics, and is clearly on an upward trend. Specifically, the big data and business analytics market was valued at $168.8 billion in 2018 and is forecasted to grow up to $274.3 billion by 2022 at a CAGR of 13.2%, according to Market Reports World.
The surge in spending for data science solutions, talent within the industry, and successful implementations demonstrate that companies understand the tremendous impact data can have on business performance.
As business interactions around the world become increasingly digitized, massive amounts of data are created and can be evaluated through predictive analytics tools to help companies gain a better understanding of market dynamics and underlying trends. With this knowledge, companies can then uncover the needs and expectations of their customers, and ultimately improve the end-user experience.
Therefore, it is no surprise that predictive models rank as one of the top big data technology trends around the world. The value data science can provide for businesses today is unprecedented.
However, even though leveraging data is at the heart of many businesses today, data alone can not provide all of the answers organizations need. Companies require insights and actionable paths they can take to optimize and adjust their business for maximum results.
Impact of Data Science & Global Utilization
The rise of data science has helped analysts and digital teams at large become real-life wizards who gather data at an unparalleled pace, validate its accuracy, assess its meaning, generate insights, formulate actionable plans, and deliver incredible results. Companies all over the world have realized that this isn’t necessarily magic, but rather a transformation and process they need to adopt in order to stay competitive and maintain relevance in the digital age.
Data Science has provided solutions for many industries that have been struggling for a long time. For example, in retail, companies have completely revamped the way they interact with their customers by focusing on creating easier paths for purchasing and tailoring the experience to the needs of specific audiences. In the healthcare industry, data science has drastically reduced the time needed to develop new drugs and has streamlined the ability for patients to get professional help in remote areas.
Cities have also been forever changed by data science, with thousands of sensors embedded throughout our neighborhoods to optimize traffic, reduce crime rates, and improve the overall quality of life.
The Connection Between Data Science & User Behavior
A business may experience thousands of digital interactions with a single user across display, search, social, and on the site or app. These interactions take place on multiple devices, such as mobile, desktop, tablet, or wearable devices.
Initially, analyzing immense data volumes associated with each individual user to make relevant connections was no easy task. However, with the rise of AI and machine learning algorithms, analyzing data points from multiple data sources to create a holistic view of users is now realistic and attainable.
User behavior, including actions, what they search for, and how they interact with digital properties as a whole, can now be collected and transformed into specific customer segments. These insights ultimately lead to personalized user journeys to gain a comprehensive understanding of user behavior, develop targeted advertising, and improve digital experiences.
For retailers today, recommendation engines are among the most used tools because they can give businesses an in-depth look into the interests and goals of their customers and help predict trends. The recommendation engines are complex machine learning components and deep learning algorithms designed to keep a track record of customer segments, analyze behavioral patterns based on this data, and improve the digital experience for customers.
Why You Need to Understand User Behavior
Banks and retailers were among the first industries that realized understanding behavioral patterns of their clients can lead to incredible breakthroughs.
For example, with data science, banks can manage their resources efficiently and make smart decisions through customer segmentation, fraud detection, customer data, and risk modeling via real-time predictive analytics.
By leveraging data science, banks can also have a holistic view of their customer lifetime value as well as part of specific profiling patterns. This, alongside behavioral pattern analysis, allows banks to make accurate predictions about their clients.
In time, customer profiling became one of the top data science applications in finance. By leveraging data they collect from all sources linked to their customers, financial institutions have managed to assess risk and liabilities associated with specific clients before even working with them.
Cognetik: Taking Behavior to the Next Level with Data Science
Our valued partnership with Contentsquare helps numerous industries capture intricate behavior patterns of consumers, provide sophisticated segmentation, and improve digital properties through the power of data.
Data science takes data analysis to the next level, allowing businesses to predict what users might do, augment the user journey, and provide incredible insights that are unmatched.
As an analytics and data science company, Cognetik helps the Fortune 1000 go above and beyond the standard recipe for making data science a reality. Our team of experts can guide you through the process, analyze what would work best for your business, and help you implement it in order to gain a holistic view of your users and improve your digital properties.
Adobe Stock, via titima157Driving Personalization through Marketing and A/B Testing
This article was written by our partner REO, as part of our series highlighting direct insights from our large ecosystem of partners.
In 2019, for the first time ever, digital ad spend represented more than 50% of total global marketing spend. Whilst the UK was considerably ahead of this trend (63.8% of UK’s total ad spend was attributed to digital in 2018, 66.4% in 2019), the US has now joined the group with online ad spend going from 48.6% in 2018 to 54.2% in 2019. With eMarketer forecasting a 17.6% year-on-year growth (to $333.25M) in worldwide digital marketing spend, the need to ensure each of your marketing channels is delivering the best possible ROI has never been higher.
Within the conversion rate optimization (CRO) space, most brands conduct A/B testing without fully considering which marketing channel or source their customers have come from. Customers are typically bucketed into various user segments based on their purchase history, onsite behavior, geographic and demographic data. However, users within the same audience segment can often demonstrate varying behavioral attributes when navigating through the purchase funnel, across countless online and offline touchpoints.
Let’s Take Paid Search as An Example
If a user arrives on your website via paid search, you already know what they searched for and which ad they clicked on; however, users who click on the same ad, but searched for different terms/items, will often experience the same customer journey. For instance, if a customer has searched for “luxury men’s white shirt” – not only do you know the item they are looking for, you also know they are looking at the higher end of the market.
A/B Testing the landing page a user is taken to is quite common, but you can go a step further and explore how to change the experience for the customer based on their search criteria.
A potential testing idea could involve pre-sorting these shirts by highest price first, and on the Product Listing Page (PLP), displaying all the available men’s white shirts. This can develop into personalization if the user has visited the site previously, within the cookie period; e.g. by storing size data within the cookie, you could pre-select the shirt size which the user filtered by on their previous visit.
Reducing the number of clicks and filters it takes a user to find their item can only have a positive impact on conversion rate, especially on mobile. So, by showing a customer the items they’re looking for, sorted by their desired price point and filtered by their size, you will make the purchase journey more tailored to that specific customer.
Understanding a visitor’s context (location, date and time of day, device, internet connection, etc) as well as their intent (are they here to complete a quick purchase, to research and compare products, to seek inspiration, to test a coupon, etc) add an invaluable layer of behavioral understanding to your analysis, and will allow you to execute a more impactful form of personalization.
Making the Affiliation between A/B Testing and Voucher/Cashback Partners
By applying this testing method to the affiliate channel, you can optimize the largest click and revenue drivers; namely voucher and cashback websites. After all, you can already assume that users coming from these two affiliate types are both online-savvy and price-sensitive.
Voucher and discount websites should have a conversion rate of at least 20-25% on mature affiliate programs – so any of these affiliates who have a conversion rate lower than that, represents an opportunity for incremental revenue. For cashback sites, expect this figure to be upwards of 40%.
A test idea for these two affiliate types could be to re-enforce the discount or cashback offer listed on the affiliates’ website. For instance, if the deal was “Save £15 when you spend over £100” – you could use a “loading bar” at the top of the page which gradually fills up as you add items to your basket, until the user hits the spend threshold to activate the discount.
For cashback sites, you could test a cashback calculator onsite, which automatically calculates the amount of cashback the user will earn if they purchase everything currently in their basket. This type of gamification can be incredibly effective in increasing the number of units per sale and, in turn, the average order value.
Serve Less Content, but More Dynamically
“Content is King” – we’ve all heard it before, but how can you be smarter in how you serve it? Content, and specifically dynamic content, is another channel where source-based A/B testing can improve engagement, click-through-rates and leads/ sales. If you know the article or blog post a user has come from, you can use this insight to serve them relevant and dynamic content, making their customer journey more seamless and less detached across the two sites.
User journey analysis shows that visits to content sites usually happen in the “Discovery Phase” of the sales funnel – including on product review sites, influencer social posts, news/magazine sites and blogs. Such content is informative and persuasive; perfect to push the user towards the bottom of the funnel.
Some of the more content-heavy merchants, such as insurance brands or high-end technology retailers, will have an eclectic and extensive array of content across their website, making navigation more muddled. A solution? Reducing the amount of content on-site and instead, storing the less frequently visited content pages elsewhere, to then be served dynamically.
For example, if a user looking to buy insurance is reading up on excess and the impacts it has on a claim and future premiums, the existing content about excess could be tweaked accordingly – which could be as simple as changing the title of an article, calling out the keywords or changing the order of the content on that page.
Again, a granular analysis of how customers are interacting with individual elements of content will help paint the complete picture of engagement. Measuring clicks alone will only tell one part of the customer behavior story: tracking metrics such as exposure, attractiveness and conversion rate per click (to name a few) will give a more complete view of how content is contributing to (or stalling) the user journey.
As the capabilities of A/B testing and personalization platforms continue to evolve, the way you test and analyze a customer journey should follow suit. One of the major challenges of channel/source-specific testing can be a lack of traffic volume. If you have insufficient traffic, it will take a while before a test reaches significance. For example, the 5th highest paid search term, or 4th largest voucher site probably won’t have the volume to justify running an A/B Test on.
Want to Know More?
Contact us! REO is a digital experience agency. We are an eclectic mix of bright and creative thinkers, embracing the best of research, strategy, design and experimentation to solve our clients’ toughest challenges. We work across a variety of sectors, with companies such as Amazon, M&S, Tesco and Samsung.
Also invaluable to our company is our scope of partners, including Contentsquare, which allows our customers to capture the nuances of their end users’ behavior for even more sophisticated segmentation and ultimately, deeper personalization.
Whatever the challenge may be, REO applies design thinking to identify and deliver big growth opportunities.
Hero image: Adobe Stock, via blankstockDriving Innovation: How Brooks Bell is Helping Brands Achieve Experimentation Excellence
Can you tell us a bit more about Brooks Bell?
Founded in 2003, Brooks Bell is a consulting firm focused on building world-class experimentation programs for enterprise brands.
Working out of our headquarters in Raleigh, NC, we’ve spent the last 16 years helping companies better leverage their data, technology, and workforce to learn about their customers and deliver a smarter and more profitable online experience.
Our team is 43-strong and made up of creative thinkers, data scientists, developers and strategists. Everyone—from our operations team to our senior leadership—has a genuine appreciation for the art and science of optimization and a deep understanding of the challenges of experimentation at top-tier companies.
Our client roster consists of many large enterprises and recognizable brands that have trusted our team to assess their experimentation maturity and consult on multi-year “test and learn” roadmaps to achieve true customer-centricity.
What are some of the different ways you work with businesses?
Most of our engagements begin with a maturity assessment to benchmark and measure the growth of an experimentation program. This comprehensive, data-driven review scores your program against our proprietary framework consisting of six main categories: culture, team, technology, process, strategy and performance. The results of this assessment are used to create an actionable roadmap to get your program to the next level. What that roadmap looks like and the scope of our services depends on where your program lies on the maturity spectrum.
For clients that are very early in their experimentation journey, we offer a “we do, they watch” type of partnership. In this, our team comes in and fully manages a client’s experimentation program: learning their business and customers, organizing data, building a strategy, launching tests and analyzing and reporting the results. This partnership model is most effective for programs that need to prove the value of testing before going all in.
For clients that are a little further along, we take a more collaborative approach focused on educating what is needed to build a high-functioning program In this type of partnership, our team works alongside theirs. As we run end-to-end tests, we teach the team our methodologies, practices and frameworks. Through this model, we’re able to build the foundational knowledge and practices to set the experimentation program up for scale.
Finally, as the experimentation practice becomes more mature, we transition our services to be less tactical and more strategic. We’ve helped many clients bring their experimentation efforts fully in-house through building training and on-boarding programs, aligning the experimentation process across teams, establishing an Experimentation Center of Excellence, and offering strategic advice in response to new trends, technologies and business challenges.
How critical is experimentation for driving innovation today?
Critical is putting it lightly.
In order to compete in today’s market, companies need to have a scientifically sound method in place to learn about customers, to change and to innovate—all while limiting risk, streamlining operations and reducing costs. Experimentation offers the best way to accomplish all of that.
That means, for us, our value is not simply in running tests and helping our clients make more money—though that is definitely a major outcome of our efforts (and one that we’re very proud of). Rather, our work is about empowering our clients with the data, skills, processes and technology to use testing to glean powerful customer insights AND operationalize those insights across your entire organization.
How do you help brands elevate their experimentation/personalization strategy?
Our Maturity Assessment is really only the tip of the iceberg here. Over the last 16 years, we’ve built and honed many frameworks, training programs, practices and even proprietary technology to help our clients elevate their testing and personalization strategies.
For instance, after witnessing some very messy brainstorming sessions, we developed our ideation methodology, which provides a guided approach to developing and prioritizing test ideas in a large, cross-functional group.
Our Insights framework offers a method for connecting your experiment results to bigger picture customer theories and insights.
And finally, we built Illuminate™, our testing and insight management software, to help program managers store, share and learn from their A/B test results. Fun fact: Illuminate was originally built as an internal tool to help us keep track of our client’s tests. In 2018, after many years of tweaking, testing, gathering feedback (and some rave reviews from our clients), we decided to make it available to the public.
These are just a few examples of how we provide value to clients. I should also add that we host Click Summit, an annual conference where digital leaders gather to swap ideas and share tips on testing, personalization, analytics, and digital transformation.
Click Summit trades in all the typical things you’d find at a tech conference: sales pitches, powerpoint presentations and fireside “chats” held in giant auditoriums. Instead, the agenda is built around a series of small-group (15 people) conversations, each focused on a specific topic.
With attendance is limited to just 100 digital leaders, it’s a unique opportunity to tackle your biggest challenges by talking it out with people who have been there before.
What constitutes a good partnership for you?
We love partnering with companies and tech providers (like Contentsquare!) who share our vision of helping our clients find the people within their data and seek to make every day better through optimization.
There are tons of ways in which we can translate Contentsquare’s excellent user experience analytics into optimization opportunities.
Here are a few off the top of my head:
- Defining and prioritizing your customer segments, uncovering answers to complex questions about your customers and their journeys to and through your website
- Uncovering and optimizing the most profitable areas of your website, as well as solving complex UX issues
- Building a testing or personalization roadmap using data from Contentsquare as well as other sources
What are your plans for the future?
When Brooks Bell was founded back in 2003, testing was in its infancy. Now, it’s rare that we come across a client that hasn’t run at least a few tests. This is exciting! It means we get to focus on working even closer with our clients and making a bigger impact.
I’m talking more than just conversion increases and revenue lift. The task before us no longer ends at proving the value of experimentation. We’re now in the business of generating insights. By helping companies learn about their customers and fostering experimentation at a cultural level, our clients will be equipped to deliver the best digital experience for their customers.
Investing in experimentation requires taking both a short and long-term view. We look forward to celebrating the day-to-day wins with our community, while also staying focused on the vision of building customer-centric, digitally-forward and insights-driven organizations.
Salesforce World Tour New York 2019: Lessons on Digital Engagement & More
I was chartering unknown territory when I set foot in the venue for Salesforce World Tour 2019 in New York City.
The tour — which voyages multiple cities across the US and the globe — is the flagship event from Salesforce, covering everything from the multitude of Salesforce products, their integrations, and of course, user and customer experience (CX).
The event was branded as “a day of innovation and inspiration” on its website, and upon entry to the vast expanse that is the Javits Center, I was able to sense these ideas in the ambiance.
Let me set the scene: the ground in the reception and main halls was coated in green carpet, with large sculptures of the characters found in Salesforce products, particularly those of its Trailhead characters, decking the convention. They too were surrounded by greenery: shrubs, trees and fireplaces kept them snug.
Modern-day carollers were warbling Christmas tunes with a dose of beatboxing. Further along in the Trailhead-themed area, a wide array of brands set up shop to tout their latest products and innovations. Makeshift theaters (with no enclosures) were set up for some of the sessions; much in line with the Trailhead world, the seats here were little tree trunks.
Further down, the sessions were a bit more sophisticated, with larger volumes, larger screens and headphones provided for all attendees. I was excited to have a listen and imbue as much CX knowledge as possible.
Here are some of the key learnings I acquired:
Creating 1:1 Opportunities with Conversational Commerce
One of the first sessions I attended stressed that the best shopping experiences are personal. This means taking the catered in-store (or bank, etc.) experiences into the digital world. As such, websites and UX take the role of digital salespeople. Like a real sales associate, they must act as someone who helps customers find the products they want.
This, in turn, creates increased engagement with your brand, which encourages loyalty. A personalized CX is a kind of 1:1 experience customers have with brands, but since there are no sales associates online, digital players must employ conversational commerce into their strategy.
Conversational commerce refers to an e-commerce method that employs various means of inciting conversations. This includes using chatbots on sites and apps, artificial intelligence (AI) and the newer advent of voice technology which includes speech recognition.
Salesforce relayed the importance of using VIP chatbots, which ask site visitors what they’re looking for upfront and in a casual way. These bots can then help set up customers with a real associate, who gives recommendations based on the info shoppers gave to the bot, removing an annoying layer of repetition with the associate.
This closes a loop and shows that you’re paying attention to customer needs. It also helps personalize the shopping process by digitizing its best assets. The key is to make these chatbots mimic human conversations as closely as possible.
Brands can leverage chatbots and other conversational commerce techniques (messaging apps, Siri, etc) as a means of helping customers solve hurdles, particularly those that they can take offline and implement it into the digital space.
All in all, conversational commerce has the prowess to streamline the shopping process to make it more scalable. It enables you to put your customers at the center of your business.
Improving VoC with Interactive Emails
Naturally, one of the lessons from the World Tour came from one of Salesforce’s own and relatively new innovations: interactive emails.
Implemented into the Einstein marketing cloud, along with other email capabilities this fall, interactive emails allow customers to provide their feedback in their own inboxes, as opposed to clicking on a link and being sent to a website or app.
This form of email extends the personalization factor that emails already can provide, so brands ought to tap into this trend. It also enhances email UX, as it augments emails with a web-like function.
Essentially, it’s a new form of VoC, providing customers with the convenient option of staying within the comfort and privacy of their own email.
Brands can capitalize on interactive emails by attaching a survey or poll at the end of their message to collect vital customer opinions and attitudes. These can be towards a number of digital or customer experiences. Alternatively, brands can dedicate entire emails for this purpose.
For example, a fruitful interactive email strategy is to simply add an open text box so that a customer can type in any concern, effectuating a service case to be created — all without the need to create a new email or search for an answer elsewhere on the net.
Interactive emails provide a great brand experience and can be used across industries.
Undergoing a Customer Revolution for All Sectors
Brands are competing on experiences — whether they know it or not. As Parker Harris, the Salesforce Co-founder and EVP remarked in the keynote session, “customers may love your products and services, but do they trust you? if not, they will move on to someone else.”
This rings true even for niche brands and those in more “serious” sectors, ie, B2B and other non-retail fields. Consider this scenario: there are two banking services that offer the same kind of accounts, with limited restrictions and fees. However, one offers a customer-centric UX in which customer service and website sessions are quick and hassle-free.
Clearly, customers will gravitate towards the bank with the better experience. Given that the financial services vertical is known as being less tailored for experiences, competing on experience may seem like a forbidding challenge.
However, even basic financial tasks like checking a debit card charge and disputing it can be leveraged and turned into a personalized, well-serviced experience. To achieve this, the UX should be made frictionless and require the least amount of steps to do something, ie report a fraudulent card charge.
For example, if customers report a fraudulent charge via a chatbot or by phone, they’ll often get redirected to another representative or department most suited to handle their case. A common UX source of annoyance is being asked a second (or third time) to repeat an issue already reported. Thus, when rerouting customers, or getting back to them after a break, associates should be fully aware of their issue to tackle it head-on, instead of wasting time asking for specifics.
No one wants to waste time, so if your customer services are optimized for speed and their issues/preferences recorded, your customers will notice. Dovetailing to this idea is the general approach chatbots take in conversing with customers: the chat shouldn’t start with “how can I help you?” but rather by asking something more concrete, showing that you understand your customers.
This can be gathered from their previous purchases or VoC feedback or even past chats if it’s a returning or logged in customer.
Putting Customers First Digitally
Although it lasted for roughly a workday, Salesforce World Tour 2019 has fired up my neurons. The main takeaway from this convention is that digital experiences need to require minimal effort from users to either complete an action or traverse your site in general.
Aside from seamlessness, the event accentuated the need for personalizing and customizing experiences. The reasoning for this is that if you don’t, you will lose quality customers. The impact you as a business should aim to create is that of making your customers feel understood and listened to.
Per the recommendation of Parker Harris et al. in the event, you should also incorporate artificial intelligence (AI) into your digital strategy, whether it’s through live support, standard chat boxes, or even in your customer data collection.
When you do, you can bet on their return to your site — and not just for browsing purposes.
How We Prepared for the 2019 Salesforce B2C Commerce Partner Demo Jam
The Salesforce B2C Commerce Partner Demo Jam is going down tomorrow, and we’ve been busy polishing our own live demo performance, and figuring out the best way to showcase our new and improved digital experience analytics platform.
Here’s a look at how we’ve been preparing to take home the Demo Jam crown…
What Sets the B2C Commerce Partner Demo Jam Apart
With participants having to do away with slideshows, presentations and videos, the challenge was how to create a condensed, 3-minute, to-the-point live demo of our solution.
If that doesn’t set the event apart, its setting and rules will. That’s because the Demo Jam is set up like a game show, meaning one team will walk away the winner.
The visitors are a live audience of approximately 80-100 spectators, as hungry for the next best thing as we are. We’re also in it to win it, so we can’t wait to square off with the five other partners, execution style.
Joking aside, we’ve been working up a storm in preparation for the Demo Jam.
How Contentsquare Prepared for the B2C Commerce Partner Demo Jam
We made sure key stakeholders from Marketing, Product and Sales were involved in prepping our performance.
At a tactical level, we launched an internal brainstorm, inviting the entire Contentsquare US team to ideate over pizza and booze — the best possible stimuli, of course. With so many great minds in one room, our brilliant Content Director recommended breakout sessions with 3 separate teams to streamline the collaboration.
What surfaced were 3 easily applicable concepts, and 1 winning idea that inspired a theme, script and the tapping of members from our Solutions Engineers, Digital Marketing and Client Success teams to creatively present the idea.
Building on Our Partnership with Salesforce
This event is critical to our partnership success with Salesforce, because it enables 3 key opportunities:
Exposure: elevating the visibility of Contentsquare to prime stakeholders is an evolving challenge, and Demo Jam is an event that is promoted by Salesforce to and by their teams, who strategically promote partner solutions to clients and prospects.
Competitive benchmarks: Demo Jam feedback and consensus are instant, relatively speaking. The Insight Link Partners ascertain from the event hosts and audience questions, and ultimately the voting results, is a useful indication of whether or not your presentation and use case value mapping is resonating with attendees and prospects.
Demand generation: Customers who watch the performance and are interested in learning more about partner solutions opt-in to receive info. Need we say more?
Our Unique Demo Jam Take
Our singularity springs forth from our platform. The Contentsquare solution visualizes data in a unique way, and can show any brand directly from its website view where customers are getting frustrated or stuck across the acquisition funnel and which content is encouraging conversions.
We display unique behavior and revenue attribution metrics directly onto the web page — which elements of content have a high Attractiveness rate, where visitors Hover and hesitate, what sections of the page drive revenue etc… Demonstrating this always brings the “oohs and ahhs.”
Why We’re in It To Win It
Aside from the fact that winning is universally fun, Contentsquare has powered Customer Experience insights for Salesforce customers like GoPro, L’Occitane, Crocs and the Gap, helping their team make data-driven decisions, innovate the experience and increase revenue. Winning the demo jam helps publicize how we can prove similar results for more of Salesforce customers who haven’t heard of us yet or are still considering how to best invest in their digital CX.
Closing Off on the Demo Jam
The Demo Jam prep was great fun, and helped align the entire team around a common goal. Everyone on the team has a unique take on how to best tell the Contentsquare story, and we wanted to bring all these perspectives together for this exercise. We also discovered hidden talents across the team — turns out we have a bunch of thespians and scriptwriters in the office! (As ever, we’re reminded that when good people come together, great things can happen.
Tune in to watch us go head to head with 5 other Salesforce partners during the webinar at 11 am.Dreamforce 2019: What We Learned at one of Tech’s Biggest Events
In retrospect, my first time at Dreamforce — a summit for innovation and cutting-edge technology — was much how I imagined it would be: a three-day techy delight party. Within an hour of landing, I noticed the groundswell badge-carrying, intentional session trekkers and got to key-note crashing.
Salesforce knows how to set a conference vibe with the ukulele opening performance, with horn shell blowing duos wishing attendees “a wonderful and blessed Dreamforce event.”
Salesforce Product Previews
Amid the sensory overload of DJspinning, Obama-stanning, and expo hall cacophony were some of the most exciting Salesforce product previews I’ve seen to date. Starting with enhanced capabilities to Einstein, a service cloud, the A.I. algorithm is now powering customer call centers with natural language processing to understand the context of the conversation, and surface the most relevant knowledge-article for the associate.
The pain this solves is reducing the hold time and consumer policy referencing, which enables Einstein to close customer cases 31% times faster. This cuts out 10 minutes in operation, making for workflow efficiency and overall better and faster work.
I was left most curious about the future of Salesforce’s new, custom-built, multi-channel CMS, as it highlights agility for digital teams to organize and sustain every aspect of their asset creation. This allows them to hone in on their viable potential to tailor connector integrations to bolster their capabilities.
Also exciting was the news rollout from Salesforce B2C Commerce LINK Marketplace, confirming that LINKpartners like Contentsquare would be transitioning to the AppExchange, an online marketplace for Salesforce apps, components and services that connects customers with a business’s solutions.
This will enable a deeper, more seamless deployment for customers, including ours. It is well in line with the Customer 360 mission, and underscores the substantial partner ecosystem investment they’ve made this year.
3 Tips for Future Dreamforce Attendees
Interested in attending Dreamforce? Here are the three tips I would give to Dreamforce novices moving forward to maximize time and energy onsite:
- Map your business and product objectives to the right internal Salesforce teams, stakeholders and sessions. There’s an app for that, which was fairly effortless to navigate and use to schedule meetups 4-6 weeks prior to attending. San Francisco has phenomenal eateries and coffee shops; take advantage of the opportunity to treat stakeholders for 30-minute syncs away from the pandemonium.
- (Dual) partner up: connect with mutual partner customer success teams to align on scaling integrations and for the best ways to measure and amplify results with joint-compelling narratives.
- Double down: Salesforce soldiers and their respective trailblazers are in full-effect at Dreamforce. Therefore, the best way to gain face time and address challenges live and direct is during the event where they are projecting motivation and building new-year momentum.
All in all, I left Dreamforce too blessed to be stressed, and easily more informed on how Contentsquare can extend the value of Salesforce solutions than when I arrived.