Across industries, organizations and audiences, the quality of the customer experiences drives the quality and profitability of the relationship you have with your customers This presentation explores the importance of customer experience, how and where it occurs, and steps you can take to improve it. Customer experience is the competitive battleground of today’s economy Poor customer experience is a leading driver of customer churn 87% of all customers will never go back to an organization after a negative experience Source: Mcorp Consulting The cost of getting a customer is exceedingly high Acquiring a new customer can cost up to 5 times more than retaining a current customer Add a 2% increase in customer retention can have the same effect on profits as cutting cost by 10% Source: Mcorp Consulting Customer experience may be the most important way to grow a business today 83% of senior brand executives state “Customer experience is among the most critical determinants of brand strength and business growth” Source: Mcorp Consulting 91% US firms said customer experience would be very important or critical to their 2011 efforts Signification jump over the previous years results Customer experience is equally important across large and small firms Source: Forrester 42% are planning to apply user-generated content (UGC) to their websites in the next 12 months; 23% are using it already. 35% are planning to use corporate blogs in the next 12 months; 17% are using them already. 33% are planning to use pod casting in the next 12 months; 18% using it already. 35% are planning to use video casting in the next 12 month; 17% using it already. Look and feel Does it reassure you or repel you? Do the images, colours and typography encourage the user to bond with your site? Workflow/Information Architecture How easily can you achieve the required task? Is the information arranged in a way that makes sense to the end user? Interactivity Does the system react appropriately? Does your site make use of technology to deliver the right information at the right moment? How did you feel about your experience? Happy, frustrated, angry??? Increase conversions Successful redesigns can increase conversions by up to 100% or more Increase adoption Empirical research shows that perceived ease of use and usefulness are primary drivers of technology adoption. Enhance customer satisfaction Good user experience will increase customer satisfaction, drive repeat and referral business Key differentiator Apple elevated the user experience to a high art and look what it did for them Build a quality permission based email list Be upfront about how secure your subscriber information is Use current customer database Who have provided permission to send messages Prospective customers Sign ups on your website Tradeshows and seminars From reception desk etc. Ensure to comply to the CAN SPAM law

1. Create Engaging Online Customer Experiences
by
Regalix Inc – Nov 23, 2010

2. Presenter – Ritu Josan
 Over 8+ years of experience in digital marketing and corporate
communications
 Directs account strategy at Regalix
 Worked with Fortune 500 and start up companies
 Worked on various successful marketing campaigns for B2B and B2C
clients
 Has vast experience in customer acquisition programs
 Worked with brands like National Instruments in the past
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3. Agenda
 Introduction
 Some Facts
 Various Online Touch Points
 Improving Website UI
 Involvement in Social Media
 Improving Email Communication
 Use Analytics to Measure Website Performance
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4. Introduction
Across industries, organizations and audiences, the quality of the customer
experiences drives the quality and profitability of the relationship you have
with your customers
This presentation explores the importance of customer experience, how and
where it occurs, and steps you can take to improve it.
4

5. Some Facts
 Customer experience is the competitive battleground of today’s
economy
 Poor customer experience is a leading driver of customer churn
 87% of all customers will never go back to an organization after a negative experience
 Source: Mcorp Consulting
 The cost of getting a customer is exceedingly high
 Acquiring a new customer can cost up to 5 times more than retaining a current
customer
 Add a 2% increase in customer retention can have the same effect on profits as
cutting cost by 10%
 Source: Mcorp Consulting
 Customer experience may be the most important way to grow a
business today
 83% of senior brand executives state “Customer experience is among the most critical
determinants of brand strength and business growth”
 Source: Mcorp Consulting
 91% US firms said customer experience would be very important or
critical to their 2011 efforts
 Signification jump over the previous years results
 Customer experience is equally important across large and small firms
 Source: Forrester
5

6. Some Facts
 42% are planning to apply user-generated content (UGC) to their
websites in the next 12 months; 23% are using it already.
 35% are planning to use corporate blogs in the next 12 months; 17%
are using them already.
 33% are planning to use pod casting in the next 12 months; 18% using
it already.
 35% are planning to use video casting in the next 12 month; 17%
using it already.
Source: E Consulting
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7. Various Online Touch Points
Company Website Email Communication/
Newsletters
Customer touch points
Presence on other online
Social Media properties
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8. 1. Four Elements of User Experience
2. User Experience Hierarchy of Needs
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9. Improving Website UI
What is it?
 Look and feel
 Does it reassure you or repel you?
 Do the images, colours and typography encourage the user to bond with your site?
 Workflow/Information Architecture
 How easily can you achieve the required task?
 Is the information arranged in a way that makes sense to the end user?
 Interactivity
 Does the system react appropriately?
 Does your site make use of technology to deliver the right information at the right
moment?
 How did you feel about your experience?
 Happy, frustrated, angry???
Source: Kevin Mireless
9

10. Improving Website UI
Why is it important?
 Increase conversions
 Successful redesigns can increase conversions by up to 100% or more
 Increase adoption
 Empirical research shows that perceived ease of use and usefulness are primary drivers
of technology adoption.
 Enhance customer satisfaction
 Good user experience will increase customer satisfaction, drive repeat and referral
business
 Key differentiator
 Apple elevated the user experience to a high art and look what it did for them
Source: Kevin Mireless
10

11. Improving Website UI
Some Examples
Provide website navigation trail.
Its easier for the user to locate
where they are.
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12. Improving Website UI
Some Examples
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13. Improving Website UI
Some Examples
Show popular tags to the users to
make it easier for them to
search things on the website
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14. Improving Website UI
Some Examples
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15. Improving Website UI
Some Examples
Easy Content filtering
Prominent Social Network
links
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16. Involvement in Social Media
Social Network Sites
1. Engage with your prospects
and customers on a neutral
platform
2. Get firsthand feedback from
customers and prospects
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17. Involvement in Social Media
Blogs, Twitter
1. Have brand presence where your
target group is discussing
2. Create a voice/ help desk via social
media
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18. Involvement in Social Media
Monitor Discussions on Social Media
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19. Involvement in Social Media
Groups, Forums
1. Follow your customers on
various discussion groups
2. Try to sort customer
queries, issues
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20. Involvement in Social Media
Run Polls
1. Understand the user requirement
better
2. Integrate poll into the other Social
Media Properties
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21. Improving Email Communication
Best Practice: Gather/ Create a Good Opt in List
 Build a quality permission based email list
 Be upfront about how secure your subscriber information is
 Use current customer database
 Who have provided permission to send messages
 Prospective customers
 Sign ups on your website
 Tradeshows and seminars
 From reception desk
 etc.
 Ensure to comply to the CAN SPAM law
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22. Improving Email Communication
Best Practices
Give reasons to the user to
click on links.
Provide strong call to action.
Educate and engage users
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23. Improving Email Communication
Build Customer Trust
 Establish and build trust
 Ask only for the most necessary information at registration
 Send only what you say you will
 Give Recipients What They Want and Need
 Provide control to the user
 Let them decide the format (text or HTML)
 The Frequency
 Personalize for Greater Relevance
 Personalize right to the recipient level
 Deliver Value Continuously
 Survey your recipients occasionally on their needs and interests
 Make it easy for them to change their subscription preferences
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24. Use Analytics to Measure Website Performance
1. Track conversions/ sales
2. Goal abandonment
funnel
3. Funnel visualization
4. Conversion rate
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25. Use Analytics to Measure Website Performance
1. Track the top content of
your website. Create
new content basis data
2. Monitor pages with high
bounce rates. Improve
content
3. Etc.
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26. Use Analytics to Measure Website Performance
1. Track keywords that are
driving traffic to your
website and design more
content around those
keywords
2. Helps create content the
resonates well with the
target group
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27. About Regalix
 Forefront of Online Marketing, Research and Web 2.0 portals
 Multi-disciplinary Leadership Team
 Fortune 500 and Venture-Backed Customers (B2B and B2C)
 Global Operations: HQ in Silicon Valley, 4 Offices
 150+ Team, Built on 8+ years of research
 Recognition
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28. Thank You!
Learn more about Regalix at:
www.regalix.com
Contact:
Ritu Josan
Sr. Business Manager
Email: rjosan@regalix-inc.com
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