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Online Customer Experience Roadmap

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by

Stuart Bye

on 7 April 2015

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Transcript of Online Customer Experience Roadmap

Online
Customer Experience
Roadmap
days
days
months
Understanding
Virgin Media Business
Culture
Relationship between VM and VMB
Services offered
Management structures
Finance
Market
Competitors
Pricing
Target audience
Trends
New developments
Business Customers
Enterprise
Dealers (Daisy Communications, Exponential-E, 6Degrees, Convergence Group etc)
SOHOs
Technology
Team structures
Methodologies (Agile/Waterfall/Scrum etc)
Platforms (CMS/Stack etc)
Priorities
Key KPIs
Business goals
Dependencies
Politics
Strategic
Site Evaluation
Browse/information areas
Checkout
Social Media evaluation kicked off
Initiate analytics review
High Level/Deep Dive depending on resource (UX etc)
Responsive strategy needed
Competitor Site Evaluation
Landscape analysis
Kick off benchmarking
Particular focus on what Dealers need initially
Technology Evaluation
Kick off technology platform/teams review
Review performance/agility/scalability
Establish where strategic partners already exist
Opportunity Identification
Start to establish opportunities to collaborate and benefit with/from VM
Look in to Knowledge Management and sharing with VM etc
Identify size and shape of CX team required
Kick off App investigations
Optimisation
‘Browse’ improvements
Content quick wins
Navigation simplification
Taxonomy/IA
Nomenclature

Checkout improvements
Conversion funnel fallout optimisation
Quick wins – CTAs, remove steps etc
Simplify pricing structure
Focus on Dealer experience initially
Contact strategy quick wins
Audit phone numbers across the site
Rationalise contact methods
Focus on Dealer experience initially
30 day highlights
Learning and understanding maximised
Core long term initiatives kicked off
Site optimisation underway
Increased focus on Dealers
Strategic
Site assessment/strategy
Site strategy agreed (Buy/Manage/Upgrade/Help/Contact)
SME input in to content
Knowledge Management team involved
Analytics review and improvements underway
Plan KPI monitoring
Plan A/B, MVT testing etc
Contact Strategy
Plan contact journeys
Social Media strategy devised and agreed
Complete App investigations and roadmap
Build relationship with VM
Product Owners
CX and Digital
Technology
Operations
Platform for the future
VMB platform decisions made
CMS direction decided
Technology direction decided
Start hiring new team members
Research
Dealer insight – surveys or dealer days
UserZoom or prototype testing
Cross Channel journey research
Plan using Service Design

Optimisation
Act on feedback/results
Use dealer insight to make improvements
Use recommendations from user testing
Continue Browse improvements
Continue Checkout improvements (plan A/B and MVT etc)
Further feedback mechanisms in place
Service Status for business
Current
Historical
Future/Planned
Alerts

Product awareness/selection
'Help Me Choose' tool
Remove complexity and barriers to sale/upgrade
Live Chat
Replace outdated forms
Replace email contact
Already in use on VM site
90 day highlights
Drive up conversion and self serve through optimisation
Foundational work well underway
Use learnings from strategic initiatives to drive decisions
18-24 month roadmap in place
for relevant tasks, customers are able to serve themselves online with ease. For all other tasks, they will be signposted seamlessly to the most appropriate channel.
The Vision...
Questions?
Strategic
Platform Changes
Solid foundational platform in place
Trusted analytics in place
Strategic partners agreed
KPI monitoring hourly/daily with alerts
Customer Features
Raise tickets
Get updates
Manage relationship
Upgrades
Service Status
Offers/special packages/deals
League tables
Technology
New ways of working embedded and delivering
Possibly Agile teams running Scrum and Kanban
Clear lines of accountability
Team/Relationships
High performing CX team in place
Excellent relationship with VM CX/Digital team
Improved communication with other teams
Seamless handovers to other channels (LiveChat etc)
Optimisation
Conversion Optimisation
A/B testing and roadmap in place
MVT in place
Abandonment recontact
Session recording/replay
Device detection and customised journeys
VM Business App
Released and moved to BAU
Focused on features relevant for mobile
Authenticated experience
Multiple users per business
New Functionality
Rightsizing packages
Alerts
Thresholds
New products
Outage updates
New legislation
Grants
18 month highlights
Solid new technology foundation
Strategic platform in place
KPI focused monitoring and optimisation
Omnichannel strategy in place
Improved operational efficiency
Stuart Bye 2015
Full transcript