Decision Making from Website Satisfaction and Measurement
Understanding satisfaction is one of those measurements that provides insight into what you are doing right, but also what you are doing wrong in your online experience for different audiences. This goes for websites or apps that include shopping carts, services, or mainly information only.
Five plus years ago, my experience and capabilities around measuring satisfaction were rooted in net promoter scores, funnel analysis, or typical demand generation benchmarks. How many people did we manage to capture from SEO, online advertising, etc. and get to ultimately sign up for a demo, download a white paper, or make a purchase? Our ability to understand what was happening in the minds of the visitor as they made their way through the website or app was fairly limited. Talk of online satisfaction was pretty much non-existent.
NPS (Net Promoter Score) is a metric that was originally developed by Frederick F. Reichheld, and outlined in his 2009 Harvard Business Review article titled "The One Number You Need to Grow". Reichheld's study (in particular of Enterprise Car Rental) determined that the one predictor to growth in an organization was linked to not only a customer's willingness to return for another purchase, but more importantly, to their willingness to refer the product or store or brand to others - their friends and colleagues and the broader public. This divided customers into 'promoters' or 'detractors' and helped to show why understanding who was who and why, were critical measurements to understanding what was needed to achieve growth.
For the past few years I have been helping our organization use satisfaction and willingness to promote our website and brand in the future to try and make better decisions from both a product management perspective, but also with marketing.
In my own opinion, one of the aspects of satisfaction that I believe strongly about is the linking of satisfaction and future behaviour to segmentation. I have presented on this in the past at the Foresee Summit (check out presentation if interested). By using these two elements together, guiding measurement of what we are doing right and wrong at a segmentation level is powerful knowledge that can be used to make decisions.
If you think about this from a holistic perspective, by layering in our previous conversations about measurement strategy and the corporate strategic goals for an organization with segmentation and customer satisfaction / predictors of future growth, you can understand how these elements of measurement and prediction can be tied together to make decision making easier and more precise.
I need to do X in order to move my success rate with Y segment forward (could be sales, donations, leads on a real estate portal, or any other conversion factor), in order to achieve Z results needed to fulfill this year's corporate objectives.
In my case, applying the Foresee Customer Experience Analytics tools across a multi-platform environment, not only helps my team and the organization gauge progress on constant improvement, but also diagnose problems that are coming up which inhibit growth. We measure satisfaction and future behaviour using Foresee for web and mobile properties separately, and we also segment based on the visitor stage of the home buying journey, their persona, geography and demographics.
This is how it plays out: if we know that first-time homebuyers' satisfaction and willingness to recommend our site to others to be their primary real estate tool improves as we provide more sharing (for example - but could be anything) related functionality, and we know that the more a visitor from this particular segment shares, the higher the likelihood for them to result in a conversion (i.e. schedule a visit or add property to favourites), then the priority for future enhancements on the website or apps should be made with this information in hand. How do we make sharing easier and encourage visitors to act on this during their visit? With Foresee i am able to not only get the satisfaction and the segmentation information, but I can also ask supporting questions to help us hone in even further on how is the best way to proceed.
I realize this all sounds rosy and easy to do. Some of the challenges to responding to measurement and making decisions this way are slow development cycles, entrenched road maps that aren't responsive to the realities that are changing daily, and lack of trust in a measurement based approach that looks at non-traditional metrics to make decisions.
Our role in the measurement space for our organization is to educate others at all levels of an organization, built trust in a methodology that is based on these numbers, and encourage planning to be open to challenges to assumptions made 12-18 months ago.
I would be anxious to hear about your experiences with satisfaction and segmentation and conversions and how you use these in decision making in your organization.
If you are interested in hearing more about this topic, I will be at the 2017 Foresee Summit to continue this conversation. Check it out.