Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

E-retailers could gain more loyalty from their data

The report, entitled '2009 E-Commerce Customer Experience Survey', found that 68% of the nearly 600 online retailers polled were uncertain if they were using all of the data gleaned through on-site technology to recruit customers and maintain their loyalty.

Additionally, only 55% said they integrate the various on-site applications they are using. According to SLI Systems' CEO, Shaun Ryan, "This is a missed opportunity to improve the user experience as well as marketing efforts. To capitalise on the holiday shopping season, retailers should prioritise technology integration and analytics."

For example, Ryan suggests, when companies combine applications such as web site searching with email marketing, or user reviews with online video, the results can be much better than when these applications are used in a 'silo approach'. Effectively, he argues, in a highly competitive selling environment, online retailers could capture more sales and conversions, and have more meaningful engagements with customers, if they integrate their data gathering applications.

Of the technologies highlighted in the survey as the most frequently used for engaging with customers, site search, web analytics and email marketing were the top three with 88% using site search, 87% using web analytics, and 81% using email marketing.

Following these were user-generated reviews (53%), product recommendations (47%) and online communities (43%). Almost half (42%) said they are not integrating data across applications.

Encouragingly, some 95% said they are using analytics on their web sites to track conversions, measure the effectiveness of campaigns, conduct keyword research and to better understand their online audience. However, 63% of these businesses said they are still not confident that their analytics are accurate.

"The concern companies have regarding the accuracy of their analytics may be a result of implementation and integration issues, challenges with the analysis of the data, or variations over time due to ongoing site changes," explained Ryan. "Analysing campaign effectiveness can be difficult when applied across multiple marketing programmes and variations. The keys lie in ensuring that applications are integrated, and in sharing information, and in making sure that analytics are run and evaluated across all available technologies and applications."

Other findings highlighted by the survey included:

• 83% of businesses polled said that the ability to measure the effectiveness of tools or campaigns is critical or very important to their marketing efforts;
• Of the technologies e-commerce businesses are using to improve the online experience for customers, 88% said site search, 87% analytics and 83% highlighted email marketing as providing the greatest return on investment (ROI);
• Specific to the 2009 holiday shopping season, 35% of online businesses expected to increase budget in preparation for the holidays;
• 59% believe their web site marketing strategies were ready to capitalise on the coming holiday shopping season.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)