Discover Experience Optimisation

Event Roundup:
Innovative Customer Acquisition Strategies

27 June 2018, London

Insights & breakfast bites

The 27th of June was the launch of our breakfast series, 'Discover Experience Optimisation'. The event was a huge success, and we had over 25 marketers from 20 companies attend.

The event, titled 'Innovative Customer Acquisition Strategies' saw six expert speakers give a range of talks on some exciting topics. First up, our CEO David Shiell gave an introduction to 'Experience Optimisation', before the other speakers had their say through an inspiring morning of presentations. If you missed the event then you can check out their summaries and key highlights below or watch the highlights on this video.

Registration for the second event in our series – 'Discover Innovative Retention Strategies' – will be opening soon. Spaces disappeared quickly for our last event, so please register your interest at the bottom of this page and we'll share more information with you soon.

Key Speeches from the event

What is Experience Optimisation?
David Shiell
House of Kaizen
Why social media and conversational marketing is more important than you think
Yoann Pavy
Perkbox
Amplify your media through the psychology of digital experience
Osh Rice
House of Kaizen
Setting yourself up for success in acquisition
Max Flajsner
NMPI
Optimising the customer service experience to drive results
Leanne Kerry
Manchester Airports Group
Leveraging session replay and machine learning to optimise your digital customer experience
Phil Reay
Sessioncam

What is Experience Optimisation?

David Shiell, CEO, House of Kaizen

David Shiell

CEO, House of Kaizen

The CEO here at House of Kaizen, David Shiell kicked off the morning with an introduction to the topic of 'Experience Optimisation'. The talk explored how Experience Optimisation is an approach to the multi-channel unification and optimisation of brands throughout the entire customer journey. The goals are quality and consistency for every interaction, online or offline.

"It's not just about digital. It's through the line, is very powerful and has the ability to make or break a business in today's customer driven world."

David's key takeouts

  • Customer Experience is the sum total of brand interactions that defines a customer’s perception of a brand, whereas Experience Optimisation is the approach taken to identify and optimise key areas within a customer journey, with the goal of maximising customer lifetime value.
  • Approaching digital marketing under the umbrella Experience Optimisation allows you to think differently and discover the best digital experience that will drive incremental customer acquisition, engagement and brand loyalty.
  • Experience optimisation can be transformational in the way it can bring together and empower cross-departmental decision-making, with staff understanding the customer journey in a better and unique way.

Why social media and conversational marketing is more important than you think

Yoann Pavy, Head of Performance Marketing, Perkbox

Yoann Pavy

Head of Performance Marketing, Perkbox

Social media is a crucial element of the customer journey, where engagement and optimisation is vital. Yoann's wide-range of experience working for Deliveroo (B2C) and more recently Perkbox (B2B) inspired his presentation on how using social media and digital channels is key to enhancing the customer experience, fuelling acquisition and driving business.

You need to organise your social media team (paid and organic together) to work towards engaging with your customers in a better way to fuel your business.

Yoann's key takeouts

  • Most companies are doing it wrong. Paid Social impact cannot be only measured after a click/install: check what people actually tell you.
  • Be inspired by other industries, like hospitality and the 5-star hotel approach.
  • Upgrade from uni-dimensional to multi-dimensional conversations with potential customers.

Amplify your media through the psychology of digital experience

Osh Rice, Senior Account Director, House of Kaizen

Osh Rice

Senior Account Director, House of Kaizen

Osh Rice is our Senior Account Director here at House of Kaizen and his talk at the event focused on digital experience, psychology and customer behaviour. He argued that by better understanding your customers' behaviour through a combination of actionable research and data, you can make the most of your media spend – and improve your customer experience at the same time!

A happy customer leads to greater returns from each marketing pound spent.

Osh's key takeouts

  • Our thinking is often ruled by the structure of our organisations such as teams and products and competing KPIs, as opposed to the wants and needs of our customers.
  • We rely on data more than ever, but without research to back this up, we often miss the bigger picture and prevent a seamless user experience.
  • By augmenting the customer journey to suit their needs over our own, we see increases in core KPIs, across the board.

Setting yourself up for success in acquisition

Max Flajsner, Head of Performance Marketing, NMPI

Max Flajsner

Head of Performance Marketing, NMPI

Max Flajsner is Head of Performance Marketing at NMPI and his presentation explored how a bad customer experience has a negative impact on your business. Max argued that aligning your teams and avoiding silos, alongside delivering the right message to the right person at the right time, is the cornerstone of a successful customer experience strategy.

It's not fair the brand takes all the risk (providing the ad spend and paying the fee regardless) – brands should demand that agencies and partners share some of this risk.

Max's key takeouts

  • Incentivise your marketing team: you need to align your goals to your teams. If you aren’t seeking the same goals, your campaigns and performance will be ineffective.
  • Your attribution needs to be solid: you can’t have 3 channels claiming the click.
  • Work with your partners and agency to come up with a commercial model that suits you both, and incentivises them to seek the same end goals as you.

Optimising the customer service experience to drive results

Leanne Kerry, Head of Customer Experience, Manchester Airports Group

Leanne Kerry

Head of Customer Experience, Manchester Airports Group

As the Head of Customer Experience at Manchester Airports Group, Leanne showed how they have overcome challenges by approaching them methodically. They have enhanced their voice channel experience, by driving efficiencies in call answer rates and call handling behaviours. This has created an omni-channel offering for both customer service and sales with the convenience of telephony self-serve via a dynamic Interactive Voice Recognition (IVR) facility.

We need to move forward in the engagement process to speak across the business, rather than work in individual channels.

Leanne's key takeouts

  • Be conscious of overall impact on your omni-channel strategy during development and when issuing marketing.
  • Customers expect a seamless channel experience even if they have to change channel to contact your business.
  • If a customer experiences friction during the expected customer journey and the 'happy path' fails, make sure all alternative channels are optimised to ensure a smooth transition and positive outcome.

Leveraging session replay and machine learning to optimise your digital customer experience

Phil Reay, Head of Insights & Consultancy, Sessioncam

Phil Reay

Head of Insights & Consultancy, Sessioncam

Phil's presentation explored how important testing can be to achieving long-term business goals. He illustrated how session replay is a powerful tool enabling you to optimise your customer's experience with your brand online. In turn, this allows you to identify key business challenges, and to prioritise valuable customer insights to unlock new opportunities.

Session replay will tell you what you don't know, but also if you know something is happening, it will tell you the why.

Phil's key takeouts

  • Access real consumers navigating your site, to view, understand and solve their struggles and behaviour.
  • Don't jump into testing without a roadmap – sporadic testing and watching individual sessions in isolation is pretty useless.
  • One hour a week on Session Replay will enable you to increase conversion rates and iron our UX issues not identified via analytics.

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