Why?

Customers don’t just interact with a company online. True user experience is impacted by what happens at every point where a person attempts to communicate or transact with a company. So, we sent spies (like secret shoppers) to try out every channel of interaction recording their experiences along the way. Then we rated each experience for quality according to a pre-set list of comparison factors within the client’s priority areas for measuring brand perception.

How?

• Agreed upon channels / touchpoints to be compared, priority metric areas and comparison factors
• Scripted taskflows for secret shopper spies and scheduled their sessions
• Assigned 5-point rating for each comparison factor tallied into overall ratings per metric in Excel
• Compiled all scores, narrative analysis of issues encountered and recommendations for improvements illustrated by screenshots into full report in Word
• Summarized combined scores and main findings / recommendations presented to executive management in PPT

So What?

Extremely well-recieved, this at-a-glance visualization got passed through many hands and motivated budget approval for implementing recommended improvements to customer experience both off- and online.

This entry was posted on Thursday, March 19th, 2009 at 09:06 and is filed under Deliverable. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.