Creating Digital Experiences that retain and increase the lifetime value of your customers

Event Roundup:
CX Re-Imagined

22 April 2020, London

Now's the perfect time to re-evaluate your customer experience

As we all consider what's important, and customers re-examine their spend priorities, how can you re-evaluate and improve your customer experience?

Our first event of 2020 was a virtual one but was nontheless packed with insights. Along with our friends at Audience Intelligence platform Pulsar, we strove to shine some light on topics such as: how to increase the lifetime value of your customers; how to grow your recurring revenue; and how to place customers at the heart of your experiences, more crucial now than ever before.

If you weren't able to make it then don't worry - we have speaker roundups below as well as the full recording of the webinar too. Don't forget to sign up for updates about our next event. We look forward to seeing you there!

Key Speeches from the event

Creating Digital Experiences that retain and increase the lifetime value of your customers
Joel Mounsey
House of Kaizen
Use psychological segmentation to understand customers in times of uncertainty.
Tom Gale
House of Kaizen
Understand CX using social data
Anna Rudkevych & Oryelle Clements
Pulsar Platform
Building an experimentation business case
Osh Rice
House of Kaizen

Creating Digital Experiences that retain and increase the lifetime value of your customers

Joel Mounsey, Head of Commercial Growth, House of Kaizen

Joel Mounsey

Head of Commercial Growth, House of Kaizen

Joel kicked off the morning by sharing how brands can adapt their strategy in the current climate - and succeed while doing it. He explained how using a Recurring Revenue Model (RRM) enables the development of strategies to target all stages of the customer lifecycle, generating predictable revenue and commercial growth. He then illustrated how the three voices (business voice, customer voice and process voice) inform your decision making and strategy, opening up the path to experimentation.

"The more you are able to listen, understand and execute on the correct strategies aligned to the voices of your customers, the more your business will thrive."

Joel's key takeouts

  • Prioritise your customer voice, so you don't become distant.
  • Implementation is key: Focus on driving efficiencies in process to ensure insights are implemented.
  • Finally, and crucially: don't stop evaluating, experimenting and implementing.

Use psychological segmentation to understand customers in times of uncertainty.

Tom Gale, Senior Optimisation Manager, House of Kaizen

Tom Gale

Senior Optimisation Manager, House of Kaizen

Tom's presentation delved into how brands can better connect to their customers by enhancing their segmentation, overlaying insight about customer mindset and behaviour. He took viewers through four psychological segments, which their customers are likely to fall into, and discussed them in relation to different product/service categories. He explored how purchasing behaviour is likely to change for each and what you can do to adapt.

"In uncertain times, one thing is certain: brands who put in the effort to understand their customers are the brands that succeed."

Tom's key takeouts

  • Don’t throw away defined customer segments but build on them to get an enhanced view of your customers.
  • Whether consumers are pessimistic, uncertain or even optimistic - all need to be considered when approaching your marketing strategies.
  • Be agile: this gives you a chance to see how behaviour is changing and adjust strategies to suit.

Understand CX using social data

Anna Rudkevych & Oryelle Clements, Senior Research Managers, Pulsar Platform

Anna Rudkevych & Oryelle Clements

Senior Research Managers, Pulsar Platform

Anna and Oryelle explored how, in a changing environment, brands can use social data to understand and anticipate shifts in consumer behaviour to retain audience attention. They emphasised the need to look at ambient feedback (which is abundant across social channels) and delivers benefits over many other insight methods. Example insights from customers include: new feature suggestions; product names; and desired user flows and outcomes. Finally, they explained Pulsar's work around 'the new normal' and how brands can use this insight to link their content to the right context to achieve measurable outcomes.

"Branching away from only monitoring discussions about your brand to understanding audiences' emerging behaviours is vital during the time of such large-scale change."

Anna's key takeouts

  • It is important to understand your audiences and anticipate shifts in consumer behaviour.
  • The world is complex - at any given point there are hundreds of cultural trends, you need a way to monitor and filter the insights most relevant to your business.
  • Connect your content to the context of your audience to see measurable outcomes.

Building an experimentation business case

Osh Rice, Business Director, House of Kaizen

Osh Rice

Business Director, House of Kaizen

Osh focused on the work he's done as House of Kaizen's business director, helping the brands Shelter and RSPB prove the value of experimentation in driving growth. With just one test so far under their belt, Shelter have seen a 45% uplift in average donation value, while working in partnership with RSPB we achieved an ROI of 871%. Osh explained that by focusing on an initial stage of discovery and research and ensuring complete alignment with the business KPIs, fantastic results will follow which can convince internal stakeholders to release additional investment - crucial in these testing times.

"With a renewed focus on efficiency driving activity, it's more important than ever to do the groundwork and get the foundation right - results will follow, proving the case for investment, optimisation and experimentation."

Osh's key takeouts

  • Use a variety of research methodologies and data sources to drive actionable results.
  • Choose one conversion problem which has been identified through research which will really move the needle. Use this as a proof of concept basis.
  • Ensure you have agreed measurement frameworks and KPIs so that your proof of concept results align with the wider business without need for context.

In testing times, brands succeed when they take the initiative to connect to their customers. We're offering a chance for you to discover more about your customers, with some quick win strategies based on your Google Analytics.

Qualification criteria does apply for this offer and an initial conversation will be required to assess your eligibility for this service.