UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
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1. The document discusses the evolution of UX strategy and how companies are now focusing more on continuous improvement of customer experience and tasks through testing, measurement, and cross-team collaboration. 2. It provides examples from GOV.UK and Cisco who were able to improve key metrics like task success rates and completion times by over 30% through such efforts. 3. While many companies see customer experience as a priority, only 25% of CX professionals feel their programs actually improve experience, showing there is still progress to be made.
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UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
- 1. What’s NEW about UX Strategy ! June 5, 2015 Gerry McGovern gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
- 2. E t h i c a l S k e p ti c al An aly tic al Op tim is tic Dis loy al Mill enn ial
- 4. 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
- 5. 5 © Customer Carewords Ltd. customercarewords.com Religious belief in Britain Source: newsbatch.com
- 7. 7 © Customer Carewords Ltd. customercarewords.com
- 8. 8 © Customer Carewords Ltd. customercarewords.com 0% 10% 20% 30% 40% 50% 60% 70% 80% 2000 2005 2010 2015 Me & My Friends Vs OrganizationsMe & My Friends Organizations
- 10. 9 SECONDS
- 11. 11 © Customer Carewords Ltd. customercarewords.com 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
- 12. 12 © Customer Carewords Ltd. customercarewords.com 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.
- 13. 13 © Customer Carewords Ltd. customercarewords.com 22% 78% Yes No No, They Don’t “The average retailer understands me” Source: IBM, 2015
- 14. 14 © Customer Carewords Ltd. customercarewords.com 37% 63% Yes No No, They Don’t “My favorite retailer understands me” Source: IBM, 2015
- 15. 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 ($Billions)
- 16. 0 20 40 60 80 100 120 1999 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Advertising Spend & Click Thru Rate 1999 - 2014 Source: Google, eMarketer, Clipperton Online advertising spend ($ Billions) Click thru rate
- 18. 18 © Customer Carewords Ltd. customercarewords.com 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1986 1990 1995 2000 2005 2009 US Car Buyer Brand Loyalty Source: CNW Research
- 19. Accenture, 2013
- 23. “One Million US B2B Salespeople Will Lose Their Jobs To Self-Service eCommerce By 2020” Forrester, 2015
- 24. 24 © Customer Carewords Ltd. customercarewords.com 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
- 25. 74 percent of executives state their top 2015 priority is improving CX Forrester
- 26. 26 © Customer Carewords Ltd. customercarewords.com “Nearly 60% of all phone interacNons saw the customer start on the company’s website.” The Effortless Experience
- 27. “Only 25% of CX professionals say their company’s CX programs actually improve customer experience.” Forrester 2015
- 29. 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
- 37. A B
- 41. The World’s Very First Website (1992) 2015
- 42. 42 © Customer Carewords Ltd. customercarewords.com 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 …
- 43. 43 © Customer Carewords Ltd. customercarewords.com Continuous Improvement @ Cisco IdenNfy Top Tasks Measure Top Tasks Improve
- 44. 44 © Customer Carewords Ltd. customercarewords.com Download software, firm… Configure / set up a pr… Troubleshootin g (bug fi… 615 43 Top Tasks for Cisco Customers Top 25% 26-50% 51-75%
- 45. 45 © Customer Carewords Ltd. customercarewords.com 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
- 46. 46 © Customer Carewords Ltd. customercarewords.com
- 47. 47 © Customer Carewords Ltd. customercarewords.com
- 48. 48 © Customer Carewords Ltd. customercarewords.com 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
- 49. 49 © Customer Carewords Ltd. customercarewords.com
- 50. “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
- 51. 51 © Customer Carewords Ltd. customercarewords.com July 2014 OverallMar 2014 Overall
- 52. 52 © Customer Carewords Ltd. customercarewords.com @gerrymcgovern
- 53. 53 © Customer Carewords Ltd. customercarewords.com +353 87 238 6136 @gerrymcgovern gerry@customercarewords.com Thank you customercarewords.com WWW.