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Johanna Tibbertsma - Enterprise UX Sydney May 2018

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Johanna Tibbertsma is the Customer Experience Designer at icare NSW.

Johanna is an Organisational Psychologist and customer experience (CX) and service design consultant, who enjoys applying her background in psychology and behavioural science to help clients make evidence based, user informed decisions. She would like to see a future where designers are engaged early and with enthusiasm, for our evidence based approaches and commitment to meaningful, measurable outcomes.

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Johanna Tibbertsma - Enterprise UX Sydney May 2018

  1. 1. 1© Duarte, Inc. 2014 1 Barriers to measuring the impact of UX/CX and what you can do about them
  2. 2. 2© Duarte, Inc. 2014 THE SCIENTIFIC METHOD
  3. 3. 3© Duarte, Inc. 2014 BARRIERS TO MEASURING THE IMPACTS OF OUR WORK 1. Don't have the know-how 2. Don't see the value 3. Don't have the courage
  4. 4. 4© Duarte, Inc. 2014 4 BARRIERS TO MEASURING THE SUCCESS OF OUR WORK 1. Don't have the know-how 2. Don’t see the value 3. Don't have the courage “Wah! I’m a designer, not a numbers person.”
  5. 5. 5© Duarte, Inc. 2014 THREE BROAD TYPES OF MEASURES It's important to triangulate feedback across three broad categories. Behavioural Observable behaviours • Browsing behaviour • Purchases • Subscribe/Unsubscribe • App install/uninstall • Likes • Shares • Return rates • Abandon rates • Referrals Solicited Asking people for feedback • Survey items • Reasons for return • CSAT • CES • Complaints data • NPS • Social media Operational Monitoring operational efficiency • Task completion time • Turn Around Time • Average Handling Time • Delivery SLA • # Errors/ re-work • Warehouse Stock rates • Call wait times
  6. 6. 6© Duarte, Inc. 2014 EXPERIENCE CAN BE MEASURED AT THREE LEVELS Organisation Level Service Level Episode Level Type of Measures Examples Measures the relationship between the organisation and the customer Brand Score, Trust Score, NPS, Business Reputation Measures the overall outcome, end-to-end experience of a service Effort Score, SLA, Experience Principles, complaints, social media Measures the experience or performance of a specific interaction or touchpoint Average completion times, customer satisfaction, handling times, problem resolution
  7. 7. 7© Duarte, Inc. 2014 MAPPING MEASURES TO YOUR JOURNEY MAP Online Exchange Experience example, Credit Jonathan Hwa, ZALORA The store was cramped and I could barely move my pram around. The cashier didn’t look up from his phone until I said ‘Hello’. He made me feel like an interruption to his day. The item I was looking for wasn’t in stock so he said I‘d have to try online. He couldn’t tell me if the online store had it in stock either. Find item Item in stock Delivered on time Product satisfaction CS answers <60 s Issue Resolved Post Office Close Delays in Return Item in stock Delivered on time Browsing behaviour WH data 3PL data WH data 3PL data Return Reasons CS Data CSAT SurveyCES Survey3PL Survey 95% 95% 95% 95% 95% 95% 95% 95% 95% 95% .95 = 60% Chance of seamless experience 10
  8. 8. 8© Duarte, Inc. 2014 MEASURING CUSTOMER EXPERIENCE Transform experience principles into survey items Make it clear to me Customer Items Staff Items “I understand what to do next at each stage, and feel comfortable that I know what’s coming” “I understand what needs to be done at each stage” “I feel confident explaining decisions and next steps to all the people involved” “I understood the decision-making process and why I might receive a certain outcome” “I am able to identify relevant processes and procedures, interpret and apply them” “The information I need is provided at the right time, in a way I can easily understand, so that I can make informed decisions” “I have the expertise and access to specialists I need to confidently manage the customer's enquiries” Be credible and Trustworthy Themes: Credibility, transparency, demonstrate expertise Genuine intent Know me and my journey Be credible and trustworthy Empower me
  9. 9. 9© Duarte, Inc. 2014 9 BARRIERS TO MEASURING THE SUCCESS OF OUR WORK 1. Don't have the know-how 2. Don't see the value 3. Don't have the courage “Wah! We don’t have the time/ scope/access”
  10. 10. 10© Duarte, Inc. 2014 EXPERIENCE MATTERS Your customer’s overall experience with a product or service motivates a response, which drives business outcomes. Impact to the organisation How customers (and staff) RESPOND How customers (and staff) FEEL or EXPERIENCE What organisations DO
  11. 11. 11© Duarte, Inc. 2014 CALCULATE THE IMPACT Let’s practise *https://www.the-cma.org/disciplines/analytics/archive/top-10-call-centre-metrics Measure Objective Impact NPS + Average spend for Promotor/Passive/ Detractor Move Detractors to Passives and Passives to Promotors Increase customer lifetime value (CLT) and cost to serve. Unsubscribe/Uninstall/ Cancel service + Reasons Reduce customer churn Increase customer lifetime value (CLT) ‘How did you hear about us?’ Social media data Increase ‘Shares’ and WOM referrals Reduce ave. customer acquisition costs # Complaints + theme. Call centre data Reduce complaints and calls related to a specific topic Reduce costs to manage complaints Reduce call centre costs Time to complete task Improve usability and onboarding on enterprise system Reduce training costs Increase productivity (FTE hours) Error rate, re-work Reduce # errors Increase staff satisfaction Reduce TAT Nothing Ignore our customer’s issues Cost of NOT doing anything Up to $1 MILLION Call Centre Cost, per second increase, annually*
  12. 12. 12© Duarte, Inc. 2014 12 BARRIERS TO MEASURING THE SUCCESS OF OUR WORK 1. Don't have the know-how 2. Don't see the value 3. Don't have the courage “Wah! If we don’t measure it, at least we can’t have been wrong…”
  13. 13. 13© Duarte, Inc. 2014 NEXT STEPS 1. Understand your stakeholders. How are they KPI'd? How are staff rewarded? What does success look like to them? 2. Be clear on the objectives of your work and identify measures of success. Ask for an introduction to people within the business who can help you gain access to internal metrics and quantify your work. Be sure to collect baseline measures and ask what amount of change would be meaningful to the business. 3. Prioritise journey episodes and select one to focus on. Try to identify at least one solicited, behavioural, and operational measure for the episode you selected. If you’re not sure, reach out to your colleagues. 4. Calculate the impact. For those three metrics, try to define the business impact, and calculate the financial outcomes. 5. Ask yourself. What would be the impact on revenue if you reduced calls to the call centre by 2%? Reduced the time it takes to do a task by 25%? 6. Embrace your ugly baby! The greatest barrier to success is not doing anything…
  14. 14. 14© Duarte, Inc. 2014 14© Duarte, Inc. 2014 If your salary was directly tied to the business outcomes you create... What would you do differently?
  15. 15. 15© Duarte, Inc. 2014 Thankyou! LinkedIn: Johanna Tibbertsma Twitter: @goodforthongs Have questions? Reach out!