Chapter 7

Chapter 7 Delivering the digital customer experience
Main topics:
• Planning web sites, app design and redesign projects
• Initiating digital experience project
• Defining site or app requirements
• Designing the user experience
• Managing and testing the concept
• The impact of service quality on e-loyalty
Delivering the digital customer experience
1. A brand’s total digital experience includes a brand’s presence on different platforms

including:
• desktop website
• mobile site and apps
• ads on gaming platforms
• digital in-store
2. The quality of digital experience is based on the combination of rational and emotional
factors of using a company’s online services that influences customers’ perceptions of a brand
online.
3. Company pages on social media today have a strong visual, interactive emphasis, such as:
• Facebook or Twitter (text updates, video and image posts plus lead generation cards)
• LinkedIn (company pages and groups)
• YouTube (branded video channels)
• Instagram and Pinterest (image emphasis)
Figure 7.2 The online customer experience pyramid – success factors
Planning web sites, app design and redesign projects
Main development tasks:

• Pre-development
• Discovery, analysis, design
• Content creation, coding development and testing
• Publishing or launching the site or improvement
• Pre-launch promotion or communications
• Ongoing promotion
• Ongoing development
Who should be involved in a digital experience project?
• Site sponsor
• Site owner
• Project manager
• Site designer
• Content developer
• Webmaster
• Digital experience analyst
• Stakeholder
Figure 7.3 Summary of the process of website development

Initiation of a digital experience project
Figure 7.6 Metrobank desktop and mobile experiences
1. Center top of page.

Use to deliver key brand messages and position the brand through imagery
2. Customer journey highlighted (buttons below 1).
The ‘callto-action’ buttons for ‘treatment costs’, ‘clinic locations’ and ‘are you suitable?’
3. Incentivized response-form (right top).
This ‘lead generation form’ uses multiple incentives
4. Intro text (below the screen capture).
Communicates key brand messages and is used for search engine optimization to target the
key phrases ‘laser eye surgery’ and ‘laser vision correction treatment’.
5. Common questions answered (center panel).
6. Prominent phone response (top right).
7. Social proof and testimonials.
Display testimonials from existing customers.
Figure 7.7 Web Page performance test service results ( www.webpagetest.org )
Personalization
Digital experience personalization is the dynamic serving of customized content, product or

promotional offer recommendations to website visitors or app users based on their
characteristics and intent behavior to support conversion and long-term engagement goals.
Figure 7.10 Personalisation pyramid web site

• Optimization using AB testing.
This technique is used as part of conversion-rate optimization to identify which page
elements and variations are important to increasing conversion.
• Segmentation using rules-based targeting.
Here rules are set up in a personalization system to serve different content to different
audience groups. For example, first-time visitors can be served a different message to repeat
visitors or a ‘next-best product’ can be recommended to a previous purchaser.
• 1:1 Personalization.
This approach goes beyond pre-defined rules to use machine learning or predictive analytics
to serve the most relevant messages to an individual based on all the known profile
information and how others similar in their characteristics have responded in the past.
Designing the user experience
Key topics:
• Evaluating designs
• Elements of site design
• Mobile design requirements and techniques
Design phase:
The design phase defines how the site will work in the key areas of website structure,
navigation and security
Figure 7.14 Responsive design showing updated layout for different content blocks
User-centered design
Design based on optimizing the user experience according to all factors, including the user
interface, that affect this.
• Who are the important users?
• What is their purpose for accessing the site?
• How frequently will they visit the site?
• What experience and expertise do they have?
• What nationality are they? Can they read your language?
• What type of information are they looking for?
• How will they want to use the information: read it on the screen, print it or download it?
• What type of browsers will they use? How fast will their communication links be?
• How large a screen or window will they use, with how many colors?
Content marketing strategy
• The management of text, rich media, audio and video content

- Aiming at engaging customers and prospects to meet business goals published through
print and digital media including web and mobile platforms
- Distributed to different forms of web presence such as publisher sites, blogs, social
media and comparison sites
• Content marketing roadmap (Pulizzi and Barrett, 2010)
- Behavioral.
Does everything you communicate with customers have a purpose? What do you want
them to do as a result of interacting with content?
- Essential.
Deliver information that your best prospects need if they are to succeed at work or in life.
- Strategic.
Your content marketing efforts must be an integral part of your overall business strategy.
- Targeted.
You must target your content precisely so that it’s truly relevant to your buyers. Different
forms of content will need to be delivered through different social platforms.
Managing and testing content
1. Criteria for selecting a content management system

• Easy authoring system.
• Search engine robot crawling.
• Search-engine-optimization-friendly markup.
• Link management.
• Input and syndication.
• Versioning.
• Security and access control.
• Use of plug-ins and widgets.
• Publication workflow.
• Tracking and monitoring.
• Navigation and visualization.
• Flexibility to test new approaches.
2. Testing the experience

Necessary testing steps include:
• test that the content displays correctly on different types and versions of web browsers;
• test plug-ins;
• test all interactive facilities and integration with company databases;
• test spelling and grammar;
• test adherence to corporate image standards;
• test to ensure all internal links and links to external sites are valid.
The impact of service quality on e-loyalty

• Delivering service quality in e-commerce can be assessed through reviewing existing
marketing frameworks for determining levels of service quality.
• Service–quality gap
- exists between the customer’s expected level of service and their perception of the
actual level of service delivery.
- should be resolved
Applying four dimensions of service quality to customer service on the web:
• Tangibles – the physical appearance of facilities and communications
• Reliability – the ability to perform the service dependably and accurately
• Responsiveness – a willingness to help customers and provide prompt service
• Assurance – the knowledge and courtesy of employees and their ability to convey trust and
confidence
• Empathy – providing caring, individualized attention
Table 7.5 Online elements of service quality

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Chapter 7 Delivering the digital customer experience

Delivering the digital customer experience

1. A brand’s total digital experience includes a brand’s presence on different platforms

Planning web sites, app design and redesign projects

Main development tasks:

Figure 7.3 Summary of the process of website development

Figure 7.6 Metrobank desktop and mobile experiences

1. Center top of page.

Digital experience personalization is the dynamic serving of customized content, product or

Figure 7.10 Personalisation pyramid web site

Designing the user experience

Content marketing strategy

• The management of text, rich media, audio and video content

1. Criteria for selecting a content management system

2. Testing the experience

The impact of service quality on e-loyalty

Table 7.5 Online elements of service quality

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