Posts tagged "survey"

Online Shoppers Turning To Mobile, Social During The Christmas Season

To gain more insight into online consumer shopping behavior, Adobe surveyed 1,200 people who plan to Christmas shop online in the UK, Germany and France (400 shoppers in each country) as part of the Adobe 2013 Holiday Retail Survey.

And as the days tick down to Christmas, let’s take a look at what some of the numbers reveal.

How Much Will Consumers Spend?

In the UK, online shoppers indicated their median holiday spend will be about 400 pounds (480 euros), while German and French online shoppers anticipate that they will spend about 300 euros (250 pounds) each.

Despite economic concerns, the majority of UK consumers anticipate that they will spend the same online as they did last year, while more than half expect to spread between 21 percent and 60 percent of their holiday spend online.




Will Consumers Rely On Mobile To Shop?

Absolutely, and even more so than in years past. In fact in Germany, 12 percent of consumers plan to rely more on their mobile device to Christmas shop than they did last year, while most (62 percent) will rely on mobile just as much as in 2012. Britons are even more keen on mobile this year, as 21 percent indicate they will use mobile to holiday shop, while 68 percent plan to use it just as much as they did last year. France looks to have the least mobile growth this year among online shoppers, as only 10 percent indicate they will rely more on mobile than in 2012; although, 65 percent of French online shoppers will turn to mobile just as often. Also in France, 19 percent of online shoppers say they often use their mobile to compare prices while in a physical retail store – with this number being even higher among the younger generation (aged 18-34) at 24 percent.




What Role Does Social Media Play?

More so than ever, according to Adobe’s Holiday Retail survey, marketers need to have a solid social strategy in place this holiday season. In France, 33 percent of online shoppers plan to at least occasionally consult social media before buying a gift online, while almost half of those surveyed in Germany (45 percent) indicated they would also occasionally consult social media. As for which sites shoppers will be consulting? More than half of all consumers across the UK, Germany and France anticipate turning to Facebook for help with their Christmas shopping, while Twitter, in every country, is the second-most relied upon site for online gift buying.

Not sure where to turn to next? Receive useful tips and guidance across digital marketing this Christmas on Adobe’s Marketing Cloud page .


About Mark Phibbs

Mark Phibbs

Mark Phibbs (@MarkPhibbs ) is Vice President of Adobe Systems for Europe, Middle East and Africa (EMEA) Marketing.


The results are in: Adobe 2013 Mobile Consumer Survey

Have you ever spotted a great mobile ad and clicked through, only to be directed to a desktop website? Consumers have, and nothing is more annoying than 2pt font on an already small screen.

So we asked more than 3,000 mobile users in Europe and North America about how they use their mobile devices to surf the web and what they want most from their mobile experiences. Our results show that mobile devices have changed the way consumers interact with businesses and digital marketers must understand how consumers use their devices in order to succeed.  It’s time to get on the mobile bandwagon – a singular mobile strategy is no longer good enough.

For consumers who own both a smartphone and tablet, the primary device for browsing the web is still the smartphone (77%). Nonetheless, tablets are making strong headway as a primary device, up from 12% in 2012 to 23% in 2013.

Consumers said 80% of tablet use happens at home, and this is likely why tablet users spend more at online retailers than smartphone users.

use mobile - 2013 mobile use survey

These stats are great, but what do they mean for your mobile strategy? The top recommendation from consumers for mobile websites is “improve ease of use.”

Here are our top tips to keep mobile consumers happy and increase conversions:

  1. Reduce the number of touch events to conversion: conversion rates are directly impacted by streamlined paths to purchase. Fewer steps (two or three) to check-out will keep your mobile conversions high
  2. Design for mobile interactions: mobile visitors won’t have a mouse to click with, so ensure there is a focus on touch-driven controls like swipe, pinch or zoom, and use larger buttons to give users a more pleasant experience.
  3. Optimise for speed: a one second delay in the loading of a mobile page equals a 7% loss in conversion (according to Aberdeen Group). Integrate graphics that automatically adjust for device size, network and platform to keep loading speeds high.
  4. Make searching easy: smartphone users are not browsers. They visit an m-commerce site with high intent and are likely to search first. Optimise your search for mobile and include handy features like spelling auto correct and auto suggestions.

Download the full Adobe 2013 Mobile Consumer Survey results.

Using Net Promoter Score to help improve customer experience

Companies are continually looking for ways to improve the customer experience they provide and to put their customers at the heart of everything they do. A popular strategy to help achieve this is to listen to the Voice of the Customer, by asking for feedback on their experience.

However, to get the best results from a Voice of the Customer program, companies need to make sure they ask the right question, at the right time, in a way that is relevant to the context of the user interaction.  They also need to ensure that they can apply the customer’s feedback to actually drive improvement in the customer experience – i.e. to make the customer feedback actionable.

For the last 12 months I have been working with one of the worlds leading telecoms companies on their voice of the customer strategy. The following article looks at the challenges we faced in this program, and how we addressed them.

Challenge 1: Asking the right question. We have all seen lengthy web surveys where there is always one more question to answer. However, go too far in the other direction, asking only very generic questions, and the response will lack focus.

To ensure we only present short surveys that are not too much trouble for the customer to bother responding to, we made use of Net Promoter Score, a methodology that boils all the questions you may want to ask into 2 simple questions – a score and a free text response.

Net Promoter Score - 2 simple questions

By combining the response to these questions with other information about the customer – what they were doing before and after survey, why they were sent the survey and other data such as CRM or sales information, we can associate their response with where they are in the user journey. This allows us to understand their response in the context of their most recent interaction with the company – the customer TouchPoint.

Challenge 2: How to collect feedback consistently across the customer journey. So different responses can be compared, we needed to standardize the way in which customer feedback to collected, processed and analyzed. By using the same survey questions (NPS questions) across all channel and all stages in the user journey, we can ensure results at different stages in the customer journey or on different channels can be compared.

This allows us to answer questions like which service channel delivers the highest level of customer satisfaction (web self service, call centre, social, face 2 face etc. )? Why do people prefer that channel? What about multi-channel experiences?

However, the method of collecting the customer responses also needs to be standardized to ensure they are comparable. In this case we used a combination of web and SMS based surveys, both asking NPS survey questions with exactly the same wording. By using near real time (within 30 minutes) triggers to initiate presentation of the survey, response rates were dramatically increased. By using automated survey triggers, volumes could be scaled far higher than traditional “clipboard” or call centre customer surveys.

Challenge 3: Sorting, categorizing and attributing the drivers for positive and negative experiences.  Once we had the foundations in place – what we were going to ask and how we were going to ask it – we needed to look at how we would process the responses. Here, we worked closely with the Adobe Partner, Clarabridge.

By using Clarabridge’s Natural Language Processing (NLP) capability, we were able to process each survey response to:

  • Quantify positive or negative sentiment
  • Identify what contributed to positive or negative sentiment in the feedback (i.e. the free text or verbatim response to the “why” NPS question) – the NPS drivers
  • Categorize that response according to the business unit or follow up action needed to address the driver or cause of that (negative) experience.

Challenge 4: Getting a complete picture. Through the combination of robust, scalable survey collection; automated processing and categorization of the responses using Clarabridge; and matching survey responses with other sources of customer data (e.g. web and mobile behavioural data from Adobe Analytics, social data from tools such as Adobe Social and other sources of data such as the CRM system, Point of Sale data and IVR/call centre records); we can provide a complete picture of the user’s segment, actions and feelings as they moved through the customer journey.

This data, that combines qualitative voice of the customer feedback with quantitative data about actions taken, allows us to visualize any trends in the customer experience, to quickly highlight any problems in real time, and apply business rules to the result to identify individual pieces of customer feedback that needed reply or follow up.

As the processing of the free text “why” responses in Clarabridge provides quantitative data as the output (sentiment, NPS drivers, business category) this data can easily be combined with other sources of data (the NPS score, customer journey stage, customer actions, demographic, geographic and contract data etc.) to give a complete data set for deeper analysis.

Together these sources of data provide both a macro view of the “big issues” or common trends, and a microscopic view of individual customer problems or challenges.

Challenge 5: Closing the loop with the customer. The final piece of the puzzle was how to use this Voice of the Customer feedback to actually improve the customer experience and to guide business change.

Using business rules that look for combinations of certain customer types, comments, driver categories and/or NPS scores, we can mark certain survey responses as needing follow up. The follow up action can then be managed using a light weight dashboard UI provided to NPS task forces, or the data about the feedback and required follow up action can be fed into a CRM or workflow tool.


Closed Loop Net Promoter Score Management

Closed Loop Net Promoter Score Management

The solution put in place for this customer to address these challenges, the TouchPoint Solution, consists of 3 functional parts:

  • Multi-channel surveys (based on the Adobe Survey product) t
  • The integration of behavioural data and voice of the customer data (using Adobe Analytics, Adobe Social and Clarabridge)
  • A set of dashboards to identify and follow up on the causes of customer dissatisfaction (developed using Adobe Experience Manager).

The TouchPoint Solution

The following is an example of the closed loop dashboard:

Closed Loop NPS Dashboard

In summary the TouchPoint solution helps:

  • Run multi-channel surveys and consistently measure NPS
    • Reduce the cost of voice of customer survey collection
    • Support customer journey optimisation initiatives such as call centre deflection and right channeling
    • Measure and compare customer experience across multiple channels
    • Scale voice of the customer programs so all customers can be surveyed as opposed to only a sample
    • Use NPS as a metric in a compensation plan to encourage teams to focus on delivering high levels of customer satisfaction
  • Integrate behavioural and voice of the customer data
    • Build a complete picture of customer behaviour and sentiment (for analysis in Analytics Premium)
    • Analysis of NPS feedback in the context of multi-channel data (CRM, ePoS, IVR, online, demographic etc.)
    • Natural language analytics around NPS verbatim to rate sentiment and map feedback to follow up categories or root causes
    • Categorisation and sentiment scoring of free text feedback also turns qualitative feedback into statistical data for statistical analysis
  • Identify and follow up on the causes of customer dissatisfaction
    • Workflow to “close the loop” with customers – allowing companies to follow up 1:1 with individual customers who give a low NPS score
    • Dashboards to monitor NPS trends by channel and business hierarchy (dashboards are mapped to org structure, so execs see a macro view across channels, channel managers see data for their channel, team leads see detailed data per employee)
    • Identify dissatisfied customers at risk of churn and manage follow up actions
    • Identify the drivers behind positive and negative customer experiences
    • Guide and focus investment on customer experience improvement

If you’re interested in developing a similar strategy for your company, please get in touch with me.

Targeting and optimisation increases conversion and we have the proof

We asked more than 1,800 digital marketers about their targeting and optimisation strategy and how it impacts their results. Where marketers were using targeted content they saw an increase in conversion, but we also found out that 87% of marketers believe less than half of onsite visitors actually receive targeted content.

We know it works, why aren’t we taking our own advice?

53% of marketers told us they spend less than 5% of budgets on optimisation. Although this is an increase from 2012 (48%) it still shows that optimisation is not a top priority for a large group of marketers. In Europe we are doing better, with the results showing 27% companies allocating 5% or less to optimisation.


What percentage of your total marketing budget is allocated to optimisation  activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013

What percentage of your total marketing budget is allocated to optimisation activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013

Even testing – a core part of optimisation – isn’t seen as a priority according to 46% of European marketers. What’s more, over half (51%) of companies surveyed rely on only one person to decide what content is displayed on their sites and marketing materials – how can one person know what hundreds (or thousands) of unique visitors want?

Last year, Econsultancy asked, “Will 2013 be the year of conversion optimisation?”. The evidence shows us that the companies investing in optimisation and testing have a competitive advantage, something we are all looking for. So let’s step it up and give the consumers what they want – personalised, targeted experiences – and what we want, more conversions.

Check out the full results here, and tell us below, how much of a priority optimisation and testing is for your organisation?