Mapping the Road to Customer (and Organizational) Bliss

August 27th, 2014 by Jessica Folger No comments »

Despite handing customers the mic and giving them easy access to corporate decision makers, the vast majority of organizations are finding that customer satisfaction is low. How can that be when so many business and marketing professionals are making a conscious effort to monitor their social, digital and customer service channels…and respond accordingly?

While there will always be high-maintenance customers whose needs can never be satisfied, the root of the problem can often be traced back to “broken” organizational structures and processes that can be difficult to repair. Lack of inner-department collaboration. Disconnects between partner agencies. Corporate divisions operating in silos. A lack of unifying goals.

CRM

All of these issues create isolated experiences and disconnects for customers who typically derive value and meaning from the total experience. So what can be done to help overcome these challenges?

Precision Dialogue works with its client to facilitate the development of customer journey maps. A customer journey map is an archetype of a customer’s 360 degree experience with a product, service or company. It visually illustrates an individual customer’s needs, the series of interactions that are necessary to fulfill those needs, and the resulting emotional states a customer experiences throughout the process.

CJM

Many organizations think they have developed a customer journey map, but instead have created an ecosystem map, which is a foundational element – the first step in a larger process.

Ecosystem maps are typically created through a collaborative exercise involving key internal stakeholders, not customers or prospects, and are in turn assumptive. They are focused more on points of contact and are less customer-centric in that they do not take into consideration needs and emotional states.

While ecosystem maps certainly hold value, in many cases they just aren’t enough. A 2013 Harvard Business Review article revealed that “performance on (customer) journeys is 30% to 40% more strongly correlated with customer satisfaction than performance on touch points.”

Taking an ecosystem map to the next level requires validation through voice-of-the-customer research. Here at Precision Dialogue, that involves taking more functional and operational insights as well as assumptions gathered from key stakeholders, Chatty Cathy'sand overlaying qualitative and quantitative research learnings from exercises with target customers.

Whether you are starting at ground zero, have an ecosystem map in place, or have done some primary research of your own, Precision Dialogue has a variety of services in place to take your understanding of the customer journey to the next level. Changes in organizational structure, channels and technology can all impact the customer experience, and in turn, make a case for revisiting your customer’s journey on a regular basis!

 

Digital Transformation: Evolve or Dissolve

August 27th, 2014 by Jenna Hunger No comments »

Organizations are faced with a choice: evolve or dissolve. Those who have evolved are defining new markets and disrupting business models. Those who do not, are simply left behind. Some of the most innovative companies in the world are adopting the latest technology for advancing their content management systems (CMS) to continuously evolve and remain ahead of the digital disruption wave. In this blog post, we’ll provide best practices around search, social, the user experience and tips for moving online marketing strategies offline, when launching a CMS site in 2015 and beyond.

Then & Now

Organizations are reinventing business models and now putting digital at the center of their business. They are seeking new technology that supports this transformative vision and our organizations (Acquia and Precision Dialogue, together) believe strongly that Drupal is the platform to support constantly-evolving digital transformation both today and in the future.

Timeline

 

We are now in what Forrester calls the “Age of the Customer,” a 20-year business cycle in which the most successful enterprises will reinvent themselves to systemically understand and serve increasingly powerful customers. Surpassing manufacturing strength, distribution power and information mastery, the “age of the customer” preaches the new competitive advantages to be customer knowledge and engagement.  The most successful companies are now customer-obsessed.

They are prioritizing a digital strategy they will help them deliver higher financial returns, secure brand loyalty and build deeper trust.  Research has shown that having a consistent experience across all touch points is a key driver of brand trust – web, mobile, social. Furthermore, customers expect brands to be present.

Being Customer-Obsessed    

Here’s a good example of digital disruption and “change” impact.  Whole Foods, an Acquia customer, built unique digital experiences on a common Drupal platform, but empower store managers to localize each store’s website.

Whole Foods

 

Best Practices in Launching a CMS Site in 2015 and Beyond

Customers expect brands to be where they are. Similarly, they expect a web experience that is both natural and intuitive. You can achieve this by implementing the following strategies into your website:

Prior to Launch

When designing or redesigning a CMS or website, it is important to lead with a user-centered design approach. Getting user input/feedback in the planning process can go a long way in preparing for success.

We suggest developing wireframes that function as the blueprint of the site, to help define the navigation, layout and interactive experience, before applying the visual design layer. Wireframes should not only follow usability best practices but also SEO best practices, ensuring that the right content fields are accommodated on each page type. SEO during a site redesign or original site creation is critical.

Wireframes can actually serve as a template for multiple pages if they are of similar type, or similar content, for example product pages or category pages.  See the example below, where we have taken a blueprint and then skinned with visual imagery.

Wireframe1Wireframe2

 

 

 

 

 

 

 

 

 

 

 

During & After the Website Build

Every site should have on-site search capabilities however, most sites lack a predictive search feature.

Predictive SearchTypically, about 30% of visitors will use the search function on your website. Most browsers know what they want, help them find what they are looking for faster by avoiding misspellings and search mistakes.

 

 

 

 

 

 

Being There for Your Customers with Social Media

Social media is no longer just another broadcasting channel, but it is also an instrument to befriend customers, and post and share both content and experiences.

Being where your customers are also means providing superior customer service interactions on social channels, which extends beyond content sharing.

Communities and forums that help solve customers’ questions or give them a hub to collaborate is an engaging way for users to build rapport and ignite discussion.

Piperlime2

Shoppers from Piperlime.com vibrantly post reviews; naturally-formed communities have evolved from the multitude of inputs on product reviews.

 

Blending Offline with Online with SMART Direct Mail

In the past few years, technology has introduced the capability to match past browsing, purchase behavior or preferences set by the user – and apply that as dynamic content on the website and within email campaigns.

Now we can take that effort offline and market was is called “SMART” direct mail. We can feed website visitors and customers directly to their physical mailbox with printed direct mail pieces personalized by what we know of them online.

Based on what we know about them, we were also able to modify the offer and messaging per customer.

DM

 

Conclusion

The sky is the limit for building compelling CMS websites in 2015 and beyond. Through candid insights from the user’s perspective, we can inform the design, content and prepare for an improved experience on the site, including optimized search capabilities, social communities and approaching the customer even when they are NOT online.

At the core of digital disruption is a solid CMS platform. Be sure you’re ready for 2015 – contact me to strategize about how you can take your site to the next level.

 

Email Marketing Case Study: Accelerating Tria Beauty’s Campaigns on a Global Scale Leveraging ExactTarget

August 13th, 2014 by Kelly Canfield No comments »
Tria Email Example

Tria Email Example

Managing an email marketing campaign on a global scale can be daunting. However, when you blend a team of email marketing experts with a robust platform such as ExactTarget, a wave of encouragement ensues. Learn how we helped our client Tria Beauty, a global retailer of FDA approved laser hair removal and skincare products, elevate their current email marketing campaign to a global scale. Together, we worked to solidify over 130 post purchase streamed emails that targeted customers on an international level.

 

In this webinar, you will learn how we implemented and maintained a full service email campaign with examples of the campaign process, which was comprised of audience selection, creative and HTML production, email quality assurance and campaign deployment.

Register Now

What Are Your Customers REALLY Thinking? An Emotional Testing Overview

July 28th, 2014 by Nicholas Michel No comments »

Have you ever wanted to know what someone else was feeling? As things like big data and bulletproof usability become table stakes, we as smart marketers need to push forward to get an even greater understanding of our customers.

To meet this need, we’d like to introduce emotional analysis with electroencephalograph (EEG) technology.

 

What is Emotional Testing with an EEG?

With EEG technology, you are able to measure electrical activity along the scalp of a customer and analyze what they’re feeling while reviewing content or interacting with your brand.  Tools like this have been used largely in medical research to monitor brain activity in patients for over a century. However, the experience to this point has been very intrusive and very time consuming. Luckily, the technology has advanced to make this tool accessible to the multi-channel research market.

Precision Dialogue EEG

Precision Dialogue EEG

EEG technology allows us to monitor electrical impulses in the brain to measure customer emotions and levels of engagement in real time. This tool can also be combined with eye tracking research to give another level of depth to the research. You can now confidently report on what people do, say, see and feel, with just one test and one output. From understanding engagement, to measuring frustration, an EEG can give you accurate insights into the true emotional state of your customers as they interact with your brand, website, physical products and more.

The tool can also analyze customer facial expressions from brain waves to measure non-verbal reactions, such as smirking, frowning, smiling or furrowing their brow, while they use an interface, review a print piece or handle a product.

 

How can it benefit a brand?

In a time where customers tend to be inundated with choice and competition is fierce, it is becoming more and more important to know what is really going on in their head. The data from an EEG allows us to dive deep into the user’s true experience and understand some of the triggers for what’s frustrating them or causing them excitement.

We can now understand if content on your website is engaging, or identify times where the user is experiencing frustration where they may not be necessarily verbalizing how they feel or demonstrating frustration through their actions.

You can now see if customers are bored when reading your emails or direct mail or if something excites them about a physical product you offer.

Imagine being able to see if your very expensive Super Bowl commercial is engaging or boring, prior to its final cut.

Want to see if your retail display advertising is truly frustrating during the shopping experience? All these examples are possible with EEG testing.

 

Why should you care?

There are many reasons why this type of research should not only be considered, but included in your research. A few reasons include:

EEG research with eye tracking

EEG research with eye tracking

  • Customers view websites they find enjoyable as more functional1
  • If initial reactions produce excitement or engagement, customers are more likely to explore, browse products and look at promotions2
  • Research shows a significant positive correlation between emotions and memorability3

The bottom line is, as more and more companies create usable, functioning and high quality experiences and products, to differentiate yourself, your offering has to be enjoyable-not just usable.

With usability testing, big data and other methodologies in place to gather rich insights about your customers, emotional testing with an EEG can take your optimization efforts to the next level.

 

  1. Chen, H. (2006). Flow on the net-detecting web users’ positive affects and their flow states [Abstract]. Computers in Human Behavior, 22(2), 221-233.
  2. 1. Menon, S. & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 78, 31-40.
  3. Mai, L. & Schoeller, G. (2009). Emotions, attitudes and memorability associated with TV commercials. Journal of Targeting, Measurement and Analysis for Marketing, 17, 55-63. Retrieved from: http://www.palgrave-journals.com/jt/journal/v17/n1/full/jt20091a.html

 

 

Emotional Testing: A Deeper Understanding to Improve the Customer Experience

July 8th, 2014 by Kelly Canfield No comments »
Cathleen Zapata, Chief Experience Officer

Cathleen Zapata, Chief Experience Officer

Nicholas Michel, Research & Customer Experience Analyst

Nicholas Michel, Research & Customer Experience Analyst

Join us as we discuss a groundbreaking methodology into gaining customer insights. Emotional testing, done via cutting-edge EEG technology, allows researchers to track how your customers actually feel and their levels of engagement in real time. Understanding how customers emotionally respond to your website, direct mail piece, email, video, store or branch experience, product interaction or a different channel will refine and perfect the overall customer experience with your brand.

In this webinar, we will provide an overview of emotional testing technology and methodology, discuss what types of insights you can gain, and share why deeper levels of insights are important in creating marketing communications that encourage customers take action.

Register Now

Lessons Learned from Shutterfly’s Recent Email Error

May 16th, 2014 by Laura Liatti No comments »
Shutterfly's email mistake

Shutterfly’s email mistake

“Congratulations on your new arrival”

A very thoughtful subject line, but one that I wasn’t prepared to see in my inbox Wednesday.  I found myself thinking back to my morning and taking a mental headcount of the breakfast table.  My husband had already headed out for the day so there was me, my kindergartener and my (technically) newest arrival who will turn 3 years old in July.

We’re all human, and let’s face it, we make mistakes every now and then.  However, taking important steps to mitigate as many errors as possible in an email marketing campaign will pay-off, and also alleviate potentially public apologies down the road.

Unfortunately, Shutterfly  received a lot of negative attention for their email error, but there are ways to ensure your email campaigns are developed and deployed correctly, if you review each of these checkpoints:

  1. Data Accuracy – Data driven campaigns can only be valuable if you have the right data attached to your customers.
  2. Email Content – Copy and images should reflect the original email design and a thorough spell-check should be completed.
  3. Coding Accuracy – A well-designed email with compelling call-to-actions won’t get you very far if your links are broken or your email isn’t rendering properly on a mobile device.
  4. Deployment Details – Sender profiles, subscriber lists, exclusion lists, …..every detail of the send should be thoroughly reviewed against the specifications for the deployment or you can risk sending to an incorrect audience or having the right audience receive the wrong message.

Documenting each step in your review process and creating checklists will also help alleviate potential errors and help build confidence in your team to press that “send” button to thousands or even millions of subscribers.

Need help in reviewing your email quality testing processes, but don’t know where to start? Check out our Slideshare presentation on “Email Quality Testing Best Practices” as we expand on the key items you should review in your email campaign before deploying to a live audience:

 

And not to brag, but as for me and my “new arrival,” we are happily sleeping through the night.

 

Attaining Lifecycle Marketing Success with Drupal

May 15th, 2014 by Patricio Sapir No comments »

The ultimate digital experience is that one that begins anywhere, from any device, and continues constantly, making every single person the protagonist of your story and engaging them in a way that generates not only revenue for your business, but also new opportunities to learn about your customers.

Around 10 years ago, marketing technology implementations and purchase decisions were “an IT thing.” Today, with the introduction of great innovations in technology, the panorama has expanded to start becoming more of a “business thing.”  And that shift has affected the way marketers think about Lifecycle Marketing and how to leverage the power of these technologies to improve the way they do business.

 

What is Lifecycle Marketing?

Lifecycle Marketing (or Customer Lifecycle Marketing) refers to any type of marketing effort that addresses your customer’s needs as they change over time.

There are 4 main phases to conduct a successful Lifecycle Marketing experience:

  • Attract: Make your customers aware and interested in your brand
  • Onboard: Your customer evaluates and purchases your product
  • Engage: Using personalized communication, customers feel part of your brand
  • Retain: Your customer is now a loyal customer and will pass the word about your brand (This is where social media shines!)

In order to ensure that you are fulfilling these phases correctly, you need to make sure that all the channels that are part of your strategy stay consistent throughout the customer journey. Make sure that not only your content and your branding are consistent, but that the steps in your campaign are followed in the right order by the different communication channels.

Attaining Lifecycle Marketing success in a world with many communication channels can be challenging. When the time comes for you to decide what technologies will be part of your strategy, it will be crucial to find a platform that is flexible, scalable and easy to integrate with other marketing tools. This is where Drupal fits perfectly.

What’s Drupal?

drupal_logo-blueDrupal (/ˈdruːpəl/) is an Open Source Web Content Management System (CMS) created in 2001 by Dries Buytaert as a message board, but gained popularity in 2004 with enhancements by its community until today where approximately more than 1.5 million sites are managed by Drupal including The White House, Harvard University, Beyoncé, ExactTarget and others.

Why Drupal?

  • Open Source: It’s free to download and start working with.
  • Highly Customizable: The open module architecture that supports Drupal, allows you include any type of integration or functionality into your website. There are more than 15,000 community free modules available for Drupal so if you needed something, someone probably built it for you.
  • Easy to Use: There’s no programming language knowledge needed to setup and maintain a Drupal site.
  • Flexible Framework: Drupal is agnostic to the way your website looks. I mean, take a look at the examples I gave above: Beyoncé, The White House…
  • Community: Drupal is supported by a community of more than 30,000 members making it easy to get an answer when you are looking for issue resolutions or recommendations.

 

Drupal in Lifecycle Marketing

As I mentioned, Drupal is a great solution for your Lifecycle Marketing strategy due to its flexibility and ability to adapt to your customer needs. Here are some tools and features that can be included in a Drupal website to reach success:

Acquia Lift

Acquia Lift simplifies personalization, empowering marketers and site builders to build immersive and automated personalized digital experiences. With Lift, you can setup multiple personalization rules for logged in and not logged in website visitors and track conversions based on these rules. Lift is a product offered by our technology partner Acquia and is getting a lot of traction in the Web Content Management world.

CRM and Social Media Integrations

Drupal has backend integration with most popular CRM and social media platforms such as Salesforce, Sugar CRM, Facebook or LinkedIn. This will allow you to capture and understand your customer insights and generate loyalty through social media. You can find and integrate these modules in the Drupal.org website to get started.

Capture Insights

Drupal’s core functionality will allow you to review how your customers behave in your website. You can extend that functionality by leveraging website analytics inside the tool such as the Google Analytics module. If you are hosting your site with Acquia, you will also get access to extended site analytics to understand your customers’ behavior.

 

Conclusion

Marketing Technologies selection and implementation has become a key responsibility in the role of a marketer and a success factor to a Lifecycle Marketing campaign. Thanks to the flexibility and scalability of Drupal, businesses can now create unique multi-channel experiences to attain Lifecycle Marketing success.

Precision Dialogue has comprehensive expertise in developing and implementing marketing strategies for clients in a variety of industries. From ExactTarget, to Adobe Campaign, to Drupal, our technology background is continues to grow as we work hard to support marketing solutions that drive ROI. Contact us today to learn how we can help increase your bottom line: info@precisiondialogue.com or call 877-332-9222.

wearegoingLastly, Precision Dialogue will be sponsoring DrupalCon 2014 in Austin next month where we will be showcasing our user experience testing devices (eye tracking and wireless EEG) and Research and Customer experience processes, so swing by our booth (#923) if you are there too!

Precision Dialogue Wins 2014 Communicator Award for Magento Developed Website

May 14th, 2014 by Kelly Canfield No comments »
Bon Vital website

Bon Vital website

Congrats to our digital marketing teams who were awarded a 2014 Communicator Award in the health category by the Academy of Interactive and Visual Arts for their work on the Bon Vital’ website redesign.  The Silver Award of Distinction recognizes that the Bon Vital’ website exceeded the industry standards of excellence in quality and achievement that are displayed throughout the most professional work found on the web. The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications.

Bon Vital’, a leading manufacturer of professional massage therapy and spa products, enlisted the help of our team to update the eCommerce website leveraging Magento Enterprise. The new site features an interactive display for Bon Vital’s skincare products which supports their overall mission to provide high quality organic products for healthcare professionals. Leveraging Magento Enterprise, we seamlessly integrated Bon Vital’s back-end ERP system while enabling licensed therapists to purchase and utilize training materials that qualify for continuing education credits. Additionally, our Inbound Marketing experts applied search engine optimization throughout the site.

“We are honored to receive this prestigious award from an esteemed group of judges,” said Stephen Kidwell, eCommerce Practice Director of Precision Dialogue. “All of our Magento website redesign projects are comprehensive with a primary focus on the end user. It’s gratifying to receive this recognition for the effort our team practices in delivering compelling websites for our clients.”

Founded in the 1980’s, The Communicator Awards receives more than 6,000 entries annually from companies of varying size, making it one of the largest awards of its kind in the world. The prestigious award program is sanctioned and judged by the International Academy of Visual Arts which is comprised of an invitation-only group of marketing communication professionals from around the world.

With more than 15 years of experience in eCommerce development and design, we provide comprehensive eCommerce solutions focusing on the Magento Enterprise platform. Every Magento implementation is infused with search analytics and usability best practices, ensuring websites are optimized for ultimate conversion. To learn more about our eCommerce services, visit www.precisiondialogue.com/services/digital/ecommerce-solutions.

Opinion Centers America is Now Part of Precision Dialogue

May 2nd, 2014 by Kelly Canfield No comments »

Precision Dialogue announced that it has acquired the assets of Opinion Centers America, a marketing research company headquartered in Cleveland with services including focus groups, participant recruiting, phone interviews, surveys and data analysis. Opinion Centers America’s staff will relocate to Precision Dialogue Marketing’s location at 905 Corporate Way, in Westlake, Ohio and join the Research and Customer Experience division under the leadership of Cathleen Zapata, Chief Experience Officer.

Precision Dialogue is an analytics-driven customer engagement firm that improves marketing ROI using consumer insights to help clients reach the right audience through personalized, relevant multi-channel messages. Precision Dialogue’s Precision Experience LabSM is a user research facility that enables clients to observe consumer behaviors and decision-making processes through usability studies, eye tracking, neuro feedback via wireless EEG and more. Opinion Centers America is best known for providing best-in-class recruiting services for focus groups and market research studies for a wide variety of brands in numerous industry segments. The company will continue to provide these services under the Precision Dialogue banner at the Cleveland location.

“We are excited that our legacy of providing a highly rated focus group facility and top-notch recruiting services for industry-leading brands will now be taken over by Precision Dialogue – a firm with a solid background in providing customer engagement strategies for brands,” said Kent Maffett, retiree and former owner of Opinion Centers America.

The demand for Precision Dialogue’s Research and Customer Experience services has grown exponentially as more clients look to leverage their customers’ insights to create more relevant experiences. “Acquiring Opinion Centers America and bringing their staff on board adds considerable depth and experience to our research and customer experience team,” commented Tom Ragen, Precision Dialogue CEO. “This transition will be seamless and swift, as Opinion Centers is a natural extension to our already existing market research offerings.”

For more information on Precision Dialogue and their Research and Customer Experience offerings visit, www.precisiondialogue.com.

How Social Advertising is Shaping Up in 2014

March 7th, 2014 by Ashley Buhrman No comments »

Keeping up on the new social advertising tools throughout the year will be crucial to being successful in 2014. Below is a list of the social platforms with advertising programs that plan to change as the year progresses:

Twitter

As Twitter continues to evolve their advertising programs, companies should invest into this growing platform.  It is estimated that Twitter will hit ad revenue of $1 billion in 2014. To achieve this, they are working to help companies gain more followers and increase engagement on their platform through various advertising options.  Such as, enhancing their promoted accounts to appear in timelines; offering Tailored Audiences (remarketing) and true “broad match” for keyword targeting.  Companies can leverage these new updates to increase their relevant follower base.

twitter1

twitter2

Facebook

Facebook announced that it will eliminate sponsored stories on April 9th. This means that domain and open graph sponsored stories will no longer appear on users’ timelines and marketers will need to look to other advertising opportunities.  So, in place of sponsored stories, Facebook is adding social context next to all ads.  This will include stories that your Facebook friends have read and pages they have liked.  In all reality, it is the same concept as sponsored stories.

facebook

Another game changer in Facebook advertising has been the auto-play video ads.  The tricky part about advertising through these ads is that they do not have sound unless a user clicks on them, therefore advertisers should strive to get their message across without sound. It has been rumored  that the cost of a 15-second auto-play video ad ranges from $1 million to $2.5 million.

Pinterest

Promoted pins are changing the way companies are reaching out to their customers on Pinterest.  Pinterest is making promoted pins appear just like any other pin so that they do not become obtrusive to users. However, this can be exceptionally hard since promoted pins blend in seamlessly amongst other pins.  As marketers, we have to think of creative ways to posting content to pinners so that our pins appeal to our target market.

 Pinterest

 

Instagram

Instagram is still testing advertising with a few brands such as Levi’s to gauge users’ feedback. Instagram allows users to hide ads by clicking on the “…” button and encouraging them to provide feedback on why they hid it.  Instagram advertising is still managed through an account representative with a minimum buy.  Due to the closed nature of current advertising not much is being said on the progress or future of the advertising campaigns.  My expectation is that one day Facebook will look for ways to incorporate Instagram ad buys into the current Facebook ad buying platform. However, for now it seems that they will continue to slowly roll out ads and monitor user feedback.

 instagram

It is important for marketers to stay ahead of the curve on these social advertising trends in 2014.  Your competitors will be adapting to these new updates so be sure to explore the different social advertising offerings to maintain a competitive edge.