Experience management

Dealing with users’ perceptions, intentions and expectations of their relationship with a solution, experience management defines, observes and optimizes growth opportunities as well as direct interactions throughout the entire engagement life cycle.

The effort consistent of first recognizing user-solution engagement patterns and then appropriately applying those data points enables us to define and deliver unique experiences that will entice affinity, loyalty and satisfaction driving higher life time value.

Through creating and maintaining user relationship profiles we gain understanding and ability to measure the users’ experience throughout their journeys as well as at individual interaction levels across multiple channels. Such intelligent solution design informs the experience architecture to provide personal information in combination with predictive analytic models.

The more information the solution has, the more effective it is at serving relevant offers to users. The more relevant solution offerings are, the stronger the relationship becomes.

Unique experiences

Let’s say you have cookied an existing user (or customer, or visitor etc.) and you are tracking their behavioral interactions with the solution. You know if they are registered, what elements of the solution they engage with most often and how frequently they do so. All those and so so many more data points may be utilized in optimizing the experience to both better serve your objectives and also to make the solution engagement more pleasing.

Basic example: visitor comes to a website and existingCustomer=Yes parameter is passed before the page loads. We program the solution to customize the experience accordingly by replacing all content and interactions  related to becoming a customer (register forms, membership benefits etc.) with exclusive promotions for members, relevant product discounts etc. Serving the content that matches their identified intents illuminates the path to completion of assigned task rather than distracting the user with content which has little to no significance.

This is where making previous considerations for modular interfaces becomes extremely useful.

experience management personalization

Top image shows the generic interface whereas the bottom portion utilizes personal information to optimize the interactions as well as engagement opportunities.

Leveraging engagement values

Knowing or predicting when user intends to interact with the solution enables us to prime their expectations as well as to ensure beating competitive offerings. In order to build lasting relationships we identify cyclical patterns so that we may target the users at the most appropriate times.

For example, when user is about to run out of a purchased product (medicine, pet food etc.), or when a significant event occurs we utilize that information to target them with relevant offers and campaigns.

Same logic is replicated for search histories, location information etc. in order to combine and develop predictable targeting matrices; combination of which gives us an all encompassing view of user needs and ways to best address those needs.

You bet it’s personal

In today’s highly competitive and densely connected market, not gathering and utilizing personal information when designing experiences is considered a missed opportunity.

To try and avoid bunch of psychobabble, simply put, if users recognize that you are tailoring the experiences to their needs and that you are trying to improve their experience with the solution they will feel valued and in turn trust you, ultimately awarding you with their business.

Additionally, user levels of user engagements skyrocket when they provided with an opportunity to provide personalized input that will be used in recommending products or services later on.

personalized shopping

User inputs gathered in an engaging experience and utilized in guided product recommendation process

Experience management value

It wasn’t until recently that companies started including customer satisfaction, net promoter score and similar metrics into their performance reports. They didn’t have a need to do so. But, as users become more connected – which is to say as they became the driving acquisition and referral force,  it has become imperative to make their perceptions more valued.

To capture and act on user experience data we gather interaction feedback both indirectly and by asking for it, we observe and gauge this information to understand emerging trends, common issues users are faced with as well as to allow users to provide direction for future solution development.

 
 

Let's work together

If you have a project that will benefit from my experience and are impressed with what you see in my portfolio, contact me to discuss how I can add value to your team.