End User Experience Management

Nowadays, it doesn’t matter what kind of business you’re in – improving the experience for your customers is the key to increasing retention, satisfaction and sales. Therefore, if you want your customers to stay loyal, you have to invest in the user experience.

According to a Walker study, by the year 2020 customer experience will overtake price and product as the key brand differentiator; 86% of buyers will pay more for better customer experience.

Customer experience management (CEM) is essential to improve customer service processes and provides qualitative insight by capturing, replaying, and analyzing individual user interaction data showing:

  • All UI (user Interface) interactions;
  • Error messages encountered;
  • Identity of impacted visitors;
  • “In page” context (including dynamic personalized experiences).

Customer experience management solutions provide unprecedented visibility into the online customer experience.

What a company should do, is a health check:

  • Does it load in less than three seconds?
  • Does it draw your eye to your key selling points or message?
  • Is the content easy to read?
  • Is it easy to navigate?
  • Is it easy to recognize and activate the call to action?
  • Does it provide a good user experience?
  • Is it a website you would spend time if it was not your own?

If you mostly answered “no”, then it’s time to optimize your mobile site/application and capture the traffic and sales you’ve been missing out on.

Why should companies rely on customer experience?

It is extremely important to focus on customer experience, in order to assure a high quality of the service and to avoid customers jumping to competitors or complaining. How do people view, browse, and use your application/site.

Gartner predicts that by 2020 a customer will manage 85% of the relationship with an enterprise without interacting with a human, so make sure to give your customers the direction and tools they need to accomplish tasks themselves.

With regard to complaints, it is relevant to remember that the absence of negative feedback from customers is not a sign of satisfaction and of lack of issues. A typical business hears from 4% of its dissatisfied customers. Indifferent attitude to your clients might lead to them leaving and even worse – sharing the bad experiences with others.

When it comes to application performance, your customers will have expectations, regardless of what device or network they are using. When you fail to meet these expectations, your customers become frustrated, can jump to competitors and consequently you could lose out on revenue – each consequence is bad for business.

Speeding up an application is a great thing to do in general. Users will be happier and might convert more or use your application more. This change highlights that there are very constructive things that can directly improve your application’s user experience. A study by Gomez.com showed that visitors jump to competitors in much higher numbers when pages take longer to load. Today’s users don’t expect pages to take 8 seconds to load, and they will have to be highly motivated to stick around on such a sluggish application.

A fast application creates a good user experience in many different ways:

If you sell a product, having fast pages will help your visitors quickly understand what you have to offer and complete your order forms.

If you generate revenues thanks to advertising on your content, a fast website will ease your visitors to navigate from page to page and will increase your total of page views per user.

If your application is, for example, an ERP or CRM application, great system performance will make end-users happy and will avoid jumping to competitors.