Usabilla Blog https://usabilla.com/blog Always be up to date on customer-centricity and Voice of Customer trends. Learn the latest insights on UX, CX, e-Commerce, web design and usability. Subscribe now. Thu, 18 Oct 2018 14:35:24 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.8 https://usabilla.com/blog/wp-content/uploads/2018/05/cropped-Social-media-icon-blog-32x32.png Usabilla Blog https://usabilla.com/blog 32 32 User Experience im Mobile Banking: 4 schwerwiegende Fehler https://usabilla.com/blog/user-experience-im-mobile-banking-4-schwerwiegende-fehler/ https://usabilla.com/blog/user-experience-im-mobile-banking-4-schwerwiegende-fehler/#respond Wed, 17 Oct 2018 12:35:09 +0000 https://usabilla.com/blog/?p=19916 Das Mantra, das Vertrauen und die Loyalität der Kunden zu stärken wird oft wiederholt, aber es tatsächlich zu erreichen, ist eine andere Geschichte. Viele europäische Mobile-Banking-Apps hinken beispielsweise hinterher, wenn es darum geht, gute UX zu liefern. Da immer mehr

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Das Mantra, das Vertrauen und die Loyalität der Kunden zu stärken wird oft wiederholt, aber es tatsächlich zu erreichen, ist eine andere Geschichte. Viele europäische Mobile-Banking-Apps hinken beispielsweise hinterher, wenn es darum geht, gute UX zu liefern.

Da immer mehr Menschen auf ihre Bankkonten über eine App zugreifen, anstatt über ihren Computer, oder eine Filiale betreten, ist es von entscheidender Bedeutung, dass Banken ihre Apps für eine bessere Nutzererfahrung optimieren. Wenn Benutzerfrustrationen vermieden werden, können Banken einen anstieg in Einnahmen erkennen, durch die anhaltende Loyalität, tieferes Vertrauen und höhere Konversionen

UX-Fehler

Was machen Banken derzeit mit ihren mobilen Banking-Apps, was zu Frustration bei den Kunden führt? Das haben wir gefunden:

 

1. Verwirrende Icons

Von einer schwebenden Lupe bis hin zu einem wahllosen Symbol einer Box mit einem Häkchen: In einigen Mobile-Banking-Apps müssen die Nutzer mithilfe eines frustrierenden Trial-and-Error-Prozesses herausfinden, was jedes Symbol bedeutet. Dies erhöht das Risiko, dass es den Kunden entfremdet und sie den Vorgang abbrechen.

Während einige Icons selbsterklärend sind, sollte nicht immer angenommen werden, dass Benutzer identifizieren können, was genau bestimmte Symbole bedeuten.

2. Fehlende Suchverlauf-Optionen

In ihrem Digital UX Review befragte Forrester 53 Banken und stellte fest, dass nur fünf eine App-weite Suche bieten.
Die Benutzer müssen scrollen, um Funktionen in der Navigation zu finden, was nicht nur zeitraubend, sondern auch frustrierend ist, wenn die Funktion am Ende gar nicht vorhanden ist.

via GIPHY

3. Keine Autokorrektur oder Autovervollständigung

Für mobile Apps heißt es: So mehr Nutzerfreundlichkeit, desto besser.
Wenn Benutzer Tippfehler machen oder Wörter und Akronyme verwenden, die nicht im System registriert sind, denken sie wahrscheinlich, dass das, wonach sie suchen, keine Option ist und geben somit auf.

4. Unklare Fehlermeldungen

Menschen wollen sich sicher fühlen, besonders wenn es ums Online-Banking geht. Fehlermeldungen, die unklar sind, führen zum Gegenteil.

Wenn Banken klarstellen, dass sie sich der Privatsphäre und Sicherheit ihrer Kunden verschrieben haben, werden die Nutzer sicher sein, dass ihre persönlichen Informationen und Kontodetails sicher sind.

Optimiertes UX

Was machen Banken denn gut? Wenn es darum geht, Kundenfrustrationen im Mobile Banking zu vermeiden, haben die besten Banken ihre Kundenerfahrung (UX) mit einer CEM (Customer Experience Management)-Lösung optimiert. Sie haben die Verhaltensmuster im Nutzerverhalten anhand von User Feedback identifiziert und Frustrationen entdeckt, bevor Nutzer sich anderswo nach einer Mobile-Banking-Lösung umsehen, die ihren Bedürfnissen besser entspricht.

Laut Finbar Hage, Head of Data & Analytics bei der Rabobank,
war die Implementierung von Usabilla für die Rabobank eine leichte Entscheidung; wir wollen digital am Ball bleiben und mit Usabilla können wir die letzten Schritte zur Optimierung der Kundenorientierung machen.

Durch genaues Betrachten von User Feedback, das nicht auf interne Sichtweisen beschränkt ist können Banken zuverlässige überprüfen, was in ihrer App funktioniert und was nicht.

Fazit

Indem sie ihren Kunden zuhören, können Banken die Einblicke erhalten, die sie benötigen, um ihre UX und den Umsatz zu verbessern. Darauf aufbauend können sie ermitteln, welches Feedback-Themen priorisiert werden müssen um die UX regelmäßig zu evaluieren.

Mit einer CEM-Lösung wie Usabilla können sich Banken auf Benutzerfreundlichkeit sowie auf Funktionalität konzentrieren und immer einen Schritt voraus sein, indem sie Kundenbedürfnisse erfragen und antizipieren.

 

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Applications mobiles bancaires et expérience utilisateur : les 4 défaillances principales https://usabilla.com/blog/applications-mobiles-bancaires-et-experience-utilisateur-les-4-defaillances-principales/ https://usabilla.com/blog/applications-mobiles-bancaires-et-experience-utilisateur-les-4-defaillances-principales/#respond Wed, 17 Oct 2018 09:58:59 +0000 https://usabilla.com/blog/?p=19912 Booster la confiance des utilisateurs afin de les fidéliser est un mantra trop souvent entendu mais bien rarement mis en œuvre. En termes d’expérience utilisateur, un grand nombre d’application mobiles bancaires européennes sont á la traîne. Dans un contexte où

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Booster la confiance des utilisateurs afin de les fidéliser est un mantra trop souvent entendu mais bien rarement mis en œuvre. En termes d’expérience utilisateur, un grand nombre d’application mobiles bancaires européennes sont á la traîne.

Dans un contexte où les utilisateurs sont de plus en plus nombreux á gérer leur compte bancaire par le biais d’applications mobiles plutôt que depuis leur ordinateur ou en agence, il est essentiel pour les organismes bancaires d’optimiser ces applications en vue d’améliorer l’expérience utilisateur. Afin de booster leur rentabilité et augmenter leur taux de conversions, il est essentiel pour les banques de fidéliser et renforcer la confiance leurs clients. Pour cela, ces dernières devront s’adapter á leurs besoins et créer des produits qui répondent á leur exigences.  

Les principales défaillances de l’expérience utilisateur

Quelles sont les principales erreurs commises par les banques en termes d’expérience utilisateur. Nous avons étudié la questions et défini les quatre erreurs les plus communes en la matière :

1.Icônes portant á confusion

Entre loupes flottantes et icônes hasardeuses placées près de l’option ‘cochez la case’, certaines applications mobiles laissent ’utilisateur livré á lui-même qui doit alors tenter de deviner la fonction de chaque icône, á travers une série de messages d’échec et d’erreurs. De nature aliénante et démotivante, ces icônes conduisent souvent á l’abandon de la page, l’utilisateur étant frustré et dépassé.

Si certaines icônes sont explicites, il est important de ne pas toujours penser que les utilisateurs peuvent facilement identifier la signification de chaque icône.

2.Absence d’option de recherche

Dans le document Digital UX Review, Forrester a sondé cinquante-trois banques et découvert que seulement cinq d’entre elles offraient des applications mobiles munies d’options de recherche. Les utilisateurs se trouvant ainsi dans une situation fort désagréable, contraints á naviguer á travers les différentes fonctionnalités de l’application pour finalement réaliser que ce qu’ils cherchaient n’existait pas !

via GIPHY

Imaginez donc leur frustration…

3.Absence des options Autocorrect et Autocomplétion

Lorsqu’il s’agit d’applications mobiles, offrir une expérience utilisateur exceptionnelle est essentiel. Si les utilisateurs commettent une faute de frappe ou font usage d’acronymes non-enregistrés dans le système, l’absence d’auto correct ou d’autocomplétion les laissera penser que ce qu’ils cherchent n’existe pas.

4.Messages d’erreur aléatoires

Le secteur bancaire doit se montrer particulièrement vigilant et á l’écoute concernant la sécurité des utilisateurs. Contre-productifs, les messages d’erreur aléatoires produisent l’effet opposé. Au contraire, dès lors qu’une une banque affirme son engagement profond pour la sécurité et la vie privée de ses clients, les utilisateurs lui accordent davantage de confiance, conscients que leur comptes et informations personnelles sont entre de bonnes mains.

L’expérience utilisateur optimisée

Quels sont les éléments permettant á un service bancaire de réussir sa transformation digitale et ainsi d’améliorer l’expérience utilisateur ?

Intégrer sur leurs différentes plateformes digitales des logiciels de rétroaction ont permis aux banques les plus appréciées de considérablement améliorer l’expérience utilisateur. De telles intégrations ont permis d’identifier les tendances en matière de comportement des utilisateurs, mais aussi de collecter des éléments de feedback permettant d’appréhender la frustration des utilisateurs avant qu’ils ne décrochent et se tournent vers une nouvelle solution de service bancaire.

Finbar Hage, Head of Data & Analytics chez Rabobank témoigne de son expérience,

Implémenter Usabilla s’est fait de façon très naturelle chez Rabobank. Le numérique joue un rôle essentiel au sein de l’entreprise, et Usabilla est devenu un partenaire important de notre stratégie globale d’optimisation de l’expérience utilisateur.’

En redonnant toute son importance au feedback utilisateur, les banques peuvent désormais déterminer, avec fiabilité, les points faibles de leurs applications mobiles et améliorer l’expérience utilisateur.

Conclusion

En restant á l’écoute de leurs utilisateurs, les banques peuvent déterminer avec précision les points á améliorer pour transformer l’expérience utilisateur et, ainsi, augmenter leur rentabilité. La seconde étape logique serait, alors, de définir les éléments de feedback prioritaires et ainsi de maintenir un processus d’amélioration continu de l’expérience utilisateur proposée.  

Utiliser un logiciel de rétroaction tel qu’ Usabilla permettrait, ainsi, á une grande majorité de banques de facilement concentrer leurs efforts sur les questions d’ergonomie mais aussi sur fonctionnalité de leurs applications mobile. Procéder ainsi leur permettrait de toujours garder une longueur d’avance sur leur concurrence et ainsi de devenir un acteur clé du marché.

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Wir Nehmen als Offizieller Sponsor an der CEM Interactive teil! https://usabilla.com/blog/cem-interactive-2018/ https://usabilla.com/blog/cem-interactive-2018/#respond Wed, 17 Oct 2018 08:10:13 +0000 https://usabilla.com/blog/?p=19907 Wir freuen uns darauf, an der CEM Interactive vom 23.-24. Oktober teilzunehmen und als offizieller Sponsor aufzutreten! Die Veranstaltung wurde für CX-Experten und C-Level-Führungskräfte konzipiert und ist der ideale Ort, um die neuesten Trends in der Kundenerfahrung zu diskutieren, Best

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Wir freuen uns darauf, an der CEM Interactive vom 23.-24. Oktober teilzunehmen und als offizieller Sponsor aufzutreten!

Die Veranstaltung wurde für CX-Experten und C-Level-Führungskräfte konzipiert und ist der ideale Ort, um die neuesten Trends in der Kundenerfahrung zu diskutieren, Best Practices zu tauschen und mit Industriekollegen zu plaudern.

Mit Unternehmen wie Google, TUI, Amazon, Adidas und Zalando wird CEM Interactive zu einem großartigen Event. Anhand von Fallbeispielen, Tipps zur Integration eines Customer-First-Ansatzes und Einsichten in die Voice-, Chat- und AI-Personalisierung bietet das Event Expertenwissen für jeden.

Usabilla wird den ganzen Tag über an unserem eigenen Stand vertreten sein, und wir werden von Andreas Kleinadel von Handelsblatt begleitet, der einen Vortrag über “Medienerlebnisse – Was Publisher von ihren Lesern lernen können” hält.

Folge Usabilla auf Twitter, um auf dem Laufenden zu bleiben, während wir unser gewonnenes Wissen und Erkenntnisse direkt von der Veranstaltung aus teilen!

Falls Du auch bei der CEM Interactive dieses Jahr dabei bist, schaue einfach bei uns vorbei. Wir freuen uns Dich zu treffen!

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10 Reasons You Should Ask For Customer Feedback https://usabilla.com/blog/10-reasons-you-should-ask-for-user-feedback/ https://usabilla.com/blog/10-reasons-you-should-ask-for-user-feedback/#comments Wed, 17 Oct 2018 07:00:42 +0000 https://usabilla.com/blog/?p=15887 We all know that optimizing customer experience is vital for long-term business success, especially in the eCommerce industry where competition is fierce. With this in mind, we’ve compiled a list of ten examples of why and how eCommerce players benefit

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We all know that optimizing customer experience is vital for long-term business success, especially in the eCommerce industry where competition is fierce.

With this in mind, we’ve compiled a list of ten examples of why and how eCommerce players benefit from listening to their customers.

  1. Combat shopping cart abandonment
  2. Save money by focusing on customer retention
  3. Gain comprehensive insight by enlisting experts for A/B-testing
  4. Catch blind spots before launching
  5. Save time by not reinventing the wheel yourself
  6. Create tailored content based on visitors’ needs
  7. Measure the power of loyalty using NPS
  8. Streamline the redesign process
  9. Prioritize improvement backlog
  10. Optimize for happiness! Being friendly helps.

 

  1. Combat shopping cart abandonment 

The question that keeps every eCommerce director awake at night: shopping cart abandonment. With analytics software platforms like Google Analytics and Adobe Analytics, you see drop-off rates on a daily basis.

Dozens of visitors make it to the shopping cart, but when they need to pay with their credit card or other online payment solutions, analytic reports show that instead of ordering, they leave your site.

Gain insights into why your customers are abandoning their shopping carts by simply asking them. Wolters Kluwer, for instance, is proactively asking website visitors why they are about to leave just as they are about to exit their shopping carts.

In this way, you find out how to improve the payment methods you offer and the checkout-flow itself.

  1. Save money by focusing on customer retention

It costs 5 to 25 times more money to acquire a new customer than to keep existing ones happy, according to Harvard Business Review. While you are undoubtedly focusing on optimizing your online sales funnel to attract new customers, you shouldn’t forget about the ones you already have.

It’s vital to keep them happy, especially in their ‘log-in environment’. If your site is clearly structured after login and the information is well organized and accessible, your customer is more likely to be satisfied and stay with you.

T-Mobile Netherlands is constantly reviewing feedback their customers submit on ‘My T-Mobile.’ With suggestions and requests for better communication regarding contract renewals, bundle rates and special offers for existing customers, T-Mobile collects constructive, actionable feedback that helps to improve the customer experience.

Besides that, the online team also gets appraisals on a regular basis for their work and how they listen to their customers. Kudos come in for design changes as well as for creative customer loyalty programs that help them stand out from competition.

“T-Mobile experiences increased customer satisfaction due to streamlined handling of feedback,” Margot van Pelt, Web Analyst & Optimization Specialist at T-Mobile.

3. Gain comprehensive insight by enlisting experts for A/B-testing

Usability and conversion optimization go hand-in-hand. The better the user experience is on your landing page at check-out, the more likely users are to convert. While this isn’t new information, it remains crucially important.

With A/B-testing solutions such as Optimizely, you can easily run multiple tests to find out which version performs better. A design variant of a CTA-button (i.e. different color) or adding a simple signup form to a landing page can take a matter of minutes. The statistical results will then provide you with the evidence for which variant to continue using.

Why is customer feedback such a good marriage with A/B-testing? For one, you don’t need to be incredibly creative, constantly coming up with new ideas. Instead, let your customers do it for you. Thanks to free-form text fields on feedback forms, they can provide you with the suggestions that you can then test out.

Another great thing about A/B-testing is that feedback collected can easily be attributed to the different A and B versions. In this way, the statistical evidence not only tells you which is the better strategy, but it also depicts why that is the case.

Build.com, the US’s largest online-only home improvement website, makes use of this great synergy, “Feedback helps me know for certain if I’m identifying the correct problem so I don’t have to take stabs in the dark. I know what the problem is so I can just tackle it and make changes and immediately measure those changes to see if we were able to move the needle — that saves a lot of time,” Chrystal Jaeger, UX/UI Designer & Researcher at Build.com.

  1. Catch blind-spots before launching

We get it. You simply don’t have enough time to test everything. One Dutch insurance company, Centraal Beheer, even makes the bold statement that excellent customer experience is as important as revenue. For them, improving CX is part of everyone’s daily job and it is taken into account all the way from product design (MVP) to customer support and service.

They ensure that as each piece of feedback comes in, it’s directed to the appropriate team so changes happen in the here and now. By integrating customers at each point of the journey, they ensure their needs are heard from the start and avoid costly adjustments down the road. Implementing changes early on avoids unnecessary development spend and catches problems before they’re too costly to implement.

As Thomas van den Berg, UX & CRO Specialist at Centraal Beheer puts it: “Next to the online feedback that we gather through Usabilla, we also gather feedback from our other channels, for example from our usability lab, to make sure that our omnichannel experience is excellent.”

  1. Save time by not reinventing the wheel yourself

So you are constantly trying to optimize your website and make it better. In order to do so, you base your improvements on industry standards, recommendations from UX specialists, blogs, your own experience, and the problematic gut-feeling. Why not listen to what your own users actually want and don’t want to see on your site?

Make your life easier by listening to them and making decisions based on the feedback they give. That’s exactly what car auction website Autotrack.nl does. Users give concrete suggestions for additions to AutoTrack’s search engine (a specific selection of criteria such as transmission or energy label) or for general website improvements.

The same can be said for sustainable transport supplier Scania, who uses our Voice of Customer solution to help them continuously improve customer experience on their digital channels, “Usabilla has enabled us to communicate directly with our users in a much more efficient way than before,” Jonatan Lidström, UX Designer, Scania.

6. Create tailored content based on visitors’ needs

Obviously, as a website owner you have a certain vision about what you want to communicate via your website. You have a team of marketers and product owners at your disposal, but is your website visitor really looking for this type of communication? Or are they visiting to find quick store locations, company return policies or simply checking office opening hours?

For a large international bank like Rabobank, it is important to find that out as well. That’s why Rabobank asks its visitors in different ways what their background is, what the reasons are for their visit and whether they found what they were looking for. Based on the survey outcomes, content is adjusted in a continuous flow.

“At Rabobank we are always looking for better customer engagement. This starts by knowing how our clients are experiencing the products that we deliver. We are constantly looking to improve that interaction,” Fatih Agirman, Business Analyst at Rabobank.

  1. Measure the power of loyalty using NPS

As we nowadays all know, research shows that in most industries there is a strong correlation between a company’s growth rate and the percentage of its customers that are ‘promoters’ – that is, those who say they are extremely likely to recommend the company to a friend or colleague.

Why then wouldn’t you also measure your website’s NPS by simply asking your website visitors what they think? That is what consumer electronics producer Philips does on its corporate website and web shop.

By targeting specific sets of website visitors, the Philips Digital Analytics team is able to measure and analyze the NPS of different target audiences in various stages of the customer experience.

“At Philips we have 55 language market combinations globally, across 27 different languages. Managing customer feedback can easily become lengthy and cumbersome. Therefore it is of key importance to quickly identify the root cause of what needs to be fixed or changed. At Philips we start that process with measuring the web NPS,” Peter Ciepela, former Digital Optimization Lead at Philips.

  1. Streamline the redesign process

Where do you start improving your website when you have around 7 million unique visitors per month? Involve them in the redesign process!

French railway company Voyages SNCF, for instance, allowed its website visitors to test the new prototype website and leave their comments on the design, navigation and personal booking pages. In three months, they collected around 18 thousand feedback items that were then analyzed and used for improvements, making the new experience more connected to the way customers actually want to book their train travel online

See the invite from Pascal Lannoo, former Head of Digital Customer Experience at Voyages SNCF here and read about the results here on Ecommerce Magazine.

  1. Prioritize improvement backlog

We all have this issue: the list of improvements and UX issues seems never-ending. The IT department created its own priority list and your requests for changes are postponed again and again until the next release. How can you overcome this issue and turn the development roadmap into your own hands?

Let your customers speak and come with an evidence-based list of priorities for development. Based on user feedback you can – and should – give certain issues priority. A thorough analysis of user feedback will help you fight for your cause with your IT colleagues.

German Airline Lufthansa is taking customer feedback handling to the next level. Within Lufthansa’s team, feedback is channeled and handled by the relevant department.

Labels filter feedback for dedicated team members, while automated emails alert them that new feedback has come in. This synergy ensures that teams resolve issues quickly – keeping customer satisfaction high.

“We have a truly ‘customer-first’ approach,” Corinna Birkhofer, Online Sales & Analysis at Lufthansa.

  1. Optimize for happiness! Being friendly helps.

Customer service, customer satisfaction, customer-centric approach…these are all phrases that we can’t escape at the moment and most annual reports of large corporations start with them. So what better way to improve customer satisfaction than to ask for feedback from your customers i.e. the actual users of your service or product?

Just like in real life, it takes courage to request feedback and the impact of asking is greater than you likely expect. A common false assumption is that once you start collecting feedback, it will only result in a shout-box of negative feedback. This however, is very untrue; the only way to discover your strengths is through feedback analysis.

Feedback is too often viewed through a frame of evaluation and judgment: good/bad, right/wrong, top ten-percent, etc. These frames of thinking raise resistance to feedback to begin with. When you instead frame feedback as an essential part of learning, it becomes less about your deficiencies and more about your opportunities. Asking for feedback shows that you actually care about your customers. Being friendly helps!

“We want to deliver the highest service possible and we can only do that if we know exactly what the customer needs, wants and expects from a premium brand like Nespresso. And we want to offer that!”  – Lot Mulder, former Digital Operations Specialist at Nespresso.

 

Which of these would be most important to your business? Or do you have examples of who you improved with customer feedback? Share your thoughts in the comments section below or tweet us @usabilla.

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4 Major UX Failures in Mobile Banking https://usabilla.com/blog/user-experience-ux-in-mobile-banking-4-major-failures/ https://usabilla.com/blog/user-experience-ux-in-mobile-banking-4-major-failures/#respond Wed, 17 Oct 2018 06:25:24 +0000 https://usabilla.com/blog/?p=19861 The mantra of boosting trust and strengthening customer loyalty is often repeated but actually achieving that is another story. Many European mobile banking apps for instance fall behind when it comes to delivering on great UX. With more and more

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The mantra of boosting trust and strengthening customer loyalty is often repeated but actually achieving that is another story. Many European mobile banking apps for instance fall behind when it comes to delivering on great UX.

With more and more people accessing their bank accounts via mobile app rather than desktop or even offline, it’s crucial that banks optimize their apps for better overall user experience. When frustrations are avoided, banks can see boosts in revenue through ongoing loyalty, deepened trust and increased conversions.

UX Failures

What are banks currently doing through their mobile banking apps that leads to customer frustration?

Here’s what we’ve found.

1. Confusing Icons

From a floating magnifying glass to a haphazard icon of a box with a checkmark, in some mobile banking apps users need to discover what each icon performs through a frustrating trial and error process.

This increases the risk of abandonment and alienates the customer.

While some are self-explanatory, it should not always be assumed that users can identify what exactly certain icons mean.

2. Missing Search History Option

In their Digital UX Review, Forrester surveyed 53 banks and found that only five offer app-wide search.

Users are left needing to scroll to find features through navigation, which is not only more time-consuming but also frustrating if and when, in the end, the feature is not there.

via GIPHY

3. No Autocorrect or Autocompletion

When it comes to mobile apps, the more user-friendly the better.

When users make typos or use words and acronyms not registered in the system, they’re likely to think that what they are looking for is not an option.

4. Unclear Error Messages

People want to feel secure, especially when it comes to banking online. Error messages that are unclear do the opposite.

When banks make clear they are committed to privacy and security, users will feel confident knowing that their personal information and account details are safe.

Optimized UX

What then are banks doing well? When it comes to avoiding customer frustrations in mobile banking, the best banks have optimized UX with a VoC solution.

They’ve identified patterns in user behavior via user feedback and discovered issues before users start looking elsewhere for a mobile banking solution that better fits their needs.

According to Finbar Hage, Head of Data & Analytics at Rabobank,

Implementing Usabilla was a no-brainer for Rabobank; we want to be digitally on the ball and with Usabilla we can make those final steps to optimizing the overall customer experience.

By taking a close look at user feedback, banks can get a reliable review of their app that is not limited to internal points of view as to what works and what doesn’t.

Conclusion

By listening to their customers, banks can get the insights they need to improve their UX and overall drive revenue for their organization. As a next step, banks can evaluate which areas of feedback to prioritize and maintain the process of evaluating UX constantly.

Using a VoC solution like Usabilla, banks can more easily focus just as much on usability as functionality and always stay a step ahead by asking and anticipating customer needs.

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A Deep Dive into Surveys: Open Ended Vs. Closed-Ended https://usabilla.com/blog/a-deep-dive-into-surveys-open-ended-vs-closed-ended/ https://usabilla.com/blog/a-deep-dive-into-surveys-open-ended-vs-closed-ended/#respond Wed, 10 Oct 2018 14:25:57 +0000 https://usabilla.com/blog/?p=19815 Survey questions come in two main varieties: open-ended and close-ended. When creating excellent online surveys, it’s critical you make proper use of both question types and know exactly when to use each one across customer touchpoints and behaviors. The Questions

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Survey questions come in two main varieties: open-ended and close-ended.

When creating excellent online surveys, it’s critical you make proper use of both question types and know exactly when to use each one across customer touchpoints and behaviors.

The Questions

Closed-ended questions

Close-ended survey questions give a limited set of answer options. As such they don’t allow the respondent to provide a unique or unanticipated answer, rather they offer specific feedback about a focused area.

Examples of close-ended questions are:

  • Dichotomous or two-point questions: (e.g yes or no)
  • Multiple questions: (A, B, C, D or E)
  • Checkboxes
  • Drop down
  • Scaled questions: that is, making use of rating scales (e.g semantic differential)

Open-ended questions

Open-ended questions are those which require more thought than a simple one-word answer. There are no predefined answers, and respondents can create their own answers. The answers could come in the form of a list, a few sentences or something longer such as a speech, paragraph or essay.

Writing a good open-ended research question can be a tricky balancing act. It should be designed so it prompts users to provide useful information and elaborate responses that are free of restraint.

Examples of open-ended questions include:

  • Completely unstructured questions: openly ask the opinion or view of the respondent
  • Word association questions: the participant states the first word that pops into his/her mind once a series of words are presented
  • Thematic Apperception Test: a picture is presented in which respondents  explain their point of view

 

Close-ended questions

Strengths:

Demographic studies
These are used if a manager wants to decipher the demographic breakdown of their store visitors, which could include, age, gender, marital status, and employment status and are easily answerable as questions. The manager could determine a profile of their typical customer.

Measuring KPIs
Understanding how many of your customers who rate their experience with your brand as “extremely” or “very” satisfied or are likely to recommend your product in an NPS survey is an excellent barometer to understand your business’s health. The conclusive nature of the data is easily quantifiable making it particularly useful to prove the statistical significance of results and measure over  time.

Weaknesses:

Deep understanding of topic
The researchers must have a clear understanding of the topic before close-ended questions are designed otherwise they will have insufficient answer options for respondents to select. For example, if I asked the question “What mode of transport did you use to get to work today? Car, Bus or Walk.” I would mistakenly miss out ridesharing or cycling

Lazy responses
Respondents with no opinion on the research question may answer anyway. It prevents researchers from further exploring the meaning of the responses.

Stop the conversation
When you ask closed-ended questions, you may accidentally limit someone’s answers to only the things you believe to be true. Worse, closed-ended questions can bias people into giving a certain response.

Multiple questions required for insight
If you want insight on more than one specific area, you’ll need to add additional questions for each new area.

Open-ended survey questions

Strengths:

Richer insight
Open-ended questions allow respondents to include more information, including feelings, attitudes, and understanding of the subject. This allows researchers to better access the respondents’ true feelings on an issue. Closed-ended questions, because of the simplicity and limit of the answers, may not offer the respondents choices that actually reflect their real feelings. Closed-ended questions also do not allow respondents to explain that they do not understand the question or do not have an opinion on the issue.

Cut down response error
Open-ended questions cut down on two types of response error; respondents are not likely to forget the answers they have to choose from if they are given the chance to respond freely.  Also, open-ended questions simply do not allow respondents to disregard reading the questions and just “fill in” the survey with all the same answers (such as filling in the “no” box on every question)

Reveal the unexpected
Due to the nature of open-ended questions, they facilitate an unlimited number of answers that may reveal some unexpected insights and novel answers.

Weaknesses:

Harder to extract insight from unstructured data
Despite being the richest source of feedback, it is the hardest to interpret accurately at scale without a tool to analyze the topics and sentiment within each response.

Larger item of non-responses
Greater amount of thought, response time and effort is needed to complete the question.

Generalized responses
Questions may be too general for some respondents who then lose direction. Different people will also give differing levels of detail when answering.

Combining close-ended and open-ended questions

When designing a survey it is often advantageous to combine open and close-ended questions. A well-known example of a survey that uses both types of questions is the Net Promoter Score.

Close-ended questions provide the data that can be measured over time.  

An open-ended question will give you the insights as to why the customer gave their rating.

Combining both question types will provide the valuable data you need to make informed business decisions. Gaining a better understanding of your customer’s experience and pinpoint areas for improvement.

Usabilla & Chattermill Technology Partnership

Collecting feedback via Usabilla gives you valuable insights regarding your customer’s journey. We understand that continued feedback may be challenging when it comes to analysis, especially to process data in a way that scales as data volumes grow.

In order to get the most out of your collected data, Usabilla collaborates and integrates with Chattermill. Chattermill helps you to get a better understanding of the most important topics your customers talk about using AI to interpret theme and sentiment analysis across unstructured feedback.

With the Usabilla-Chattermill integration, we tailor each area of feedback to how your business runs and ensure that we go into as much detail as is required for your business to effectively gain the insight you need so you can make the right decisions.

To learn more about this integration, contact your Customer Success Manager or email support@usabilla.com

 

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Usabilla Sponsors Conversion Jam in Stockholm https://usabilla.com/blog/conversion-jam-2018/ https://usabilla.com/blog/conversion-jam-2018/#respond Mon, 08 Oct 2018 15:09:22 +0000 https://usabilla.com/blog/?p=19771 End of September, Usabilla attended Conversion Jam, held in the modern Aula Medica building in Stockholm. As the world’s largest growth and conversion event, we were excited to be sponsoring the event this year. Joining over 650 industry professionals in

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End of September, Usabilla attended Conversion Jam, held in the modern Aula Medica building in Stockholm. As the world’s largest growth and conversion event, we were excited to be sponsoring the event this year.

Joining over 650 industry professionals in sharing knowledge, getting inspired and discussing recent industry trends, we had our very own Maria Hiort, Business Development Manager Nordics at Usabilla, speak during a lunch session on “How to Crowdsource & Master the Art of Listening to Your Customers”.

During the session, attendees were invited to eat lunch while listening to a selection of use cases from brands like Apollo, Nespresso and Scania to share how they were able to turn customer insights into actions.

Conversion Jam wasn’t all about learning. We also had some fun with our Balls of Fire game, for which we would like to officially announce the top three participants who managed to sort the red and yellow balls the fastest.

Sam Alstad – 10.41 sec

Troels Poppe – 10.88 sec

Theodor Öborg 11.53 sec

Congratulations to Sam for being the fastest participant and winning the brand new Google Assistant.

Overall Maria Hiort explained, “The event was a huge success. We were able to connect with many customers and have engaging discussions with UX professionals who wanted to get to know our solution.”

 

If your company is interested in becoming more customer centric through a Voice of Customer solution, we would love to get in touch with you and show you what our solution can do for you.

We hope to see you again next year at Conversion Jam!

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An Interview With SAGE Publishing: Empowering Customers With Continuous Listening https://usabilla.com/blog/interview-sage-publishing-empowering-customers-continuous-listening/ https://usabilla.com/blog/interview-sage-publishing-empowering-customers-continuous-listening/#respond Fri, 05 Oct 2018 21:27:01 +0000 https://usabilla.com/blog/?p=19784 SAGE Publishing, founded in 1965, is an international Higher Education & Academic publisher of innovative and high-quality journals and content. Lucy Taylor, Associate Product Manager, works to enhance the SAGE journals platform through UX design. Lucy chats with Usabilla about

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SAGE Publishing, founded in 1965, is an international Higher Education & Academic publisher of innovative and high-quality journals and content. Lucy Taylor, Associate Product Manager, works to enhance the SAGE journals platform through UX design.

Lucy chats with Usabilla about how SAGE users have redesigned their own UX, how she shares customer insights with various stakeholders, and how Usabilla helps define their roadmap. Let’s dig in!

Can you tell us a little about your role at SAGE?

I’m an Associate Product Manager on the SAGE Journals team. I manage roadmap enhancement projects, from inception to seeing them through live on our website. I also do internal reporting on our product and platform – mainly using Google Analytics and Usabilla.

How do you use Usabilla?

We mainly operate the feedback button with a generic feedback survey so users can leave general website feedback. We also collect a Customer Satisfaction (CSAT) score, and we’ll sometimes collect NPS on these surveys. The feedback button helps us identify bugs and areas for improvement. Secondly, we’re using the surveys and campaign functions to ask users questions on specific user journeys that we want to improve.

How has feedback helped improve your Customer Experience?

In December 2016, we migrated from one platform vendor to another and had to change our entire URL structure. In April of that year, many of the URL redirects broke. We saw a huge spike in Usabilla feedback items. Our users alerted us to the fact that the redirects were broken. In real-time, we were able to say something’s gone wrong and alert our users that we were working on fixing it.

We went straight to our developers and were able to show them the scale of the problem so they could go in and fix it right away.

What kind of feedback do your users leave?

Users will often leave feedback on the content itself. Some articles might have an author’s name spelled wrong, and our users are very eagle-eyed, they see that kind of thing, and often tell us things they would like to see on the site, which greatly informs our new enhancements.

When you’re handling feedback — how do you organize and share that feedback throughout the organization?

We have an internal set of labels that make the feedback actionable, we know what each label means, who should see it, and how to deal with it.

Other people on our product management team have access to Usabilla, and I’ll try to share feedback via email every week with the digital team.

Recently, we’ve been holding feedback analytics meetings. If we run a campaign, we’ll gather multiple stakeholders from various departments and give a presentation on the results.

Who takes part in those meetings?

Journals editorial and marketing staff, editorial teams and others from the marketing teams as well. They want to know what’s going on with the platform and our initiatives- because customer experience is top-of-mind for their departments as well, they really value the insights.

When you’re going to make a UX change or user journey change – what does that process usually look like?

We recently did a redesign of our article page template, the template for the majority of the content on our site, and started and ended the process with Usabilla. The first thing we did was look at the Usabilla feedback, look at what people were saying about the template. Then, we cross-referenced the feedback alongside the data we receive from GA to compare what people are saying in the feedback versus what they’re doing, matching up the behavior with the why.

From there, we identified some of the pain points and our points of strength- figuring out what users would like to see, and incorporating that into the UX changes. Our UX designer is heavily involved in the process and we try to base our redesign off exactly what our users want.

Next, we used our Usabilla feedback to inform our live user testing sessions, including one Usabilla survey in those sessions.

Post-redesign, we ran a Usabilla survey to make sure our changes were actually effective.

In the survey, we asked users: “How would you rate the article reading experience 1-5? Initially, we had a score of 3.6. After the redesign, we ran the same survey and ended up with a score of 4.3.

How do you measure success after a redesign?

In the 2 months since launching the changes, our average score from the feedback button went up by 23.4%. Our NPS went up by+44 points. It was so clear to see these changes had a very positive impact.

Another great aspect of feedback is that we were able to show we had improved the site, with the ability to capture additional feedback on the things we needed to continue working on in the future, continuously optimizing.

What kinds of things have users requested that you’ve implemented?

On our table of contents page, we added a previous and next button so you can get to a new issue of the same journal — lots of people were telling us they wanted that feature and it’s made navigating various volumes and versions of journals more accessible.

With Higher Ed & Academic journals, articles need to be cited within the correct format. Our users need to be able to cite these to reference management tools quickly and easily,  so we’re going to add an item to those pages where they can download all their citations at once which was in high demand from Usabilla feedback.

What’s on the horizon for SAGE?

Next year I’ll be reviewing last year’s trends in order to plan for next year’s roadmap.

Thank you, Lucy! Any parting words?

With Usabilla, we can actually understand the entire user journey. It’s important to know what you want to test and why, and to continuously capture feedback so you can always be improving. For us, our users give us a lot of great feedback that we integrate into our design decisions.

New Call-to-action

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The Usabilla Global Exchange 2018: Key Takeaways https://usabilla.com/blog/the-usabilla-global-exchange-2018-key-takeaways/ https://usabilla.com/blog/the-usabilla-global-exchange-2018-key-takeaways/#respond Thu, 04 Oct 2018 12:56:33 +0000 https://usabilla.com/blog/?p=19737 2018 brought Usabilla lots of changes and even more insight with a growing number of clients and an exciting expansion into new markets. Our headquarter office also doubled in size, which makes us happy to say that all Amsterdam teams

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2018 brought Usabilla lots of changes and even more insight with a growing number of clients and an exciting expansion into new markets.

Our headquarter office also doubled in size, which makes us happy to say that all Amsterdam teams are now working in the same space, just off Dam Square on Rokin. If you want to follow the latest happening over there, follow our hashtag #rokinit on Instagram!

With all the great developments, our annual Usabilla Exchange was the perfect place to celebrate and spread our vision of the future of customer experience. If you couldn’t make it this year or want a refresher of all of the insights shared, here’s a quick recap to fill you in.

The Numbers

  • 🎪 350 CX professionals attended
  • 🎤 10 speakers shared their stories: see program below
  • 🙌 4 sponsors showcased their solutions: Decibel, Tealium, AB Tasty, Chattermill
  • 🏆 2 awards were won: Most Innovative Implementation & Most Customer-Centric Organization

The Highlights

State of the CX transformation

Perception is often the reality, but when it comes to offering excellent CX, this is not quite the case. In fact according to Forrester research, many companies, around 80%, think they offer a very good customer experience, but not even 10% of their customers agree with that.

This is a very dangerous gap, the Customer Experience gap. It’s caused by something we call the Data Trap, which consists of gathering lots of quantitative data but is still missing the why or the qualitative part of data.

The Usabilla Global Exchange this year is meant to recenter enterprises to focus on the customer. As a company, you want to open up all channels to measure how you are doing. And not just if your product or service meets the need, but also if the experience is enjoyable.

How CX differs per region or industry

While there are of course differences between industries, everyone is impacted by the ‘Age of the Customer,’ the question is, how so?

Retail is an industry where the impact of digital transformation has been felt the most because it plays at both the consumer as well as business to business level. While traditional and digital retail may now be at similar levels, some would argue that digital will soon overtake traditional.

And though banking is a bit more on track, the biggest gain there is still based on the improvement of CX. It’s not only about getting to the number one position; it’s remaining there and really putting people at the heart of digital innovation.

There are also regional differences. In some areas, for example France and APAC, we see VoC as an upcoming part of companies’ digital transformation, whilst in the US this has been part of CX programs for a while now. This means that from now on, systems will be integrated more and more.

How technology & integrations will improve your tech stack

It’s safe to assume that integrations in the future will be a more important part of any tech stack when it comes to the Voice of Customer because companies need that 360 degree view. At Usabilla, we prepare our platform to be channel agnostic, so every feedback source can be added.

This is also one of the main reasons we have set up the Exchange in the way it was this year. We wanted to both share our roadmap towards the Future of Customer Experience but also to demonstrate that we are part of a bigger ecosystem of integrations, technologies, and services.

This is why we were pleased to see AB Tasty, Accenture, Chattermill, Decibel and Tealium joining our event. We are all part of the same community and combining our platforms and services add tremendous value to our customers.

Breakdown of Speakers

Welcome Word by Marc van Agteren, CEO, Usabilla

Our Guest Experience and User Research by Catherine Wilson, Lead UX Strategy Design, Aer Lingus

The Usabilla Product Roadmap (Ask, Analyze, Act) by Stefanie Kreek, Product Marketing Manager, Usabilla

Continuous Optimization of Customer Experience by Willemijn Sluys, Online Content Manager & Rick Weij, Senior Web Analyst, Tele2

How Decibel Insights helps you measure, benchmark, and improve customer experiences by Adnan Erriade, Global VP of Sales, Decibel

Workshop: CX in 2025! Create your own future, moderated by Usabilla Experts

How Centraal Beheer became the most customer-friendly insurance company? by Thomas van den Berg, UX & CRO Specialist, Centraal Beheer

What’s the future for Data Orchestration? by Khal Harris & Kirsten McLean, Digital Strategists, Tealium

Keynote Rabobank by Finbar Hage, Head of Data & Analytics, Rabobank

Award Ceremony

Together with Accenture, we recognize the most innovative and customer-centric organizations that work with a Voice of Customer solution. For this year’s awards, we invited participants to vote on their top pick during our Exchange event using a QR-code. For the Most Innovative Implementation, the public chose DHL and for Most Customer-Centric Company–Centraal Beheer (Achmea).

You can view all the nominees’ submissions in their short introduction videos –

Final thoughts

At Usabilla, we know that the future of CX will continue to develop. Our ambition is to remain one of the global leaders in this space, but we can only do so if we put people at the heart of our digital innovation.

It was invigorating to see some great meeting points at this year’s Exchange, whether at our Partner Booths or at the Usabilla Genius Bar. As a continuation of all of our efforts at the Exchange, we invite you to share, learn, network and connect, so that we as a community can improve and continue to build future-proof experiences.

If you want more info contact marketing@usabilla or if you’re interested in participating in next year’s event as a speaker or sponsor feel free to get in touch. We look forward to meeting and welcoming the CX professionals at next year’s edition of the Global Exchange!

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Defining Co-Creation & Why It Works https://usabilla.com/blog/defining-co-creation-works/ https://usabilla.com/blog/defining-co-creation-works/#respond Mon, 01 Oct 2018 14:50:01 +0000 https://usabilla.com/blog/?p=19692 While there is certainly a lot of buzz around optimizing the customer experience, co-creation rarely comes up. Is there a difference between the two? Yes and no. Here is a breakdown of co-creation: what it is, how it works and

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While there is certainly a lot of buzz around optimizing the customer experience, co-creation rarely comes up. Is there a difference between the two? Yes and no.

Here is a breakdown of co-creation: what it is, how it works and why.

What is Co-Creation?

Co-creation is one method of enhancing the customer experience, and works exactly as it sounds.

It happens when a) departments within an organization work together or b) organizations work with customers to (co-)create the user’s end experience. In each case, the result is often more personalized and overall just better.

Nike is best known for doing this. Their recognition globally is even attributed to customizations done via co-creation. The Nikeplus campaign, for instance, built a virtual community where runners could network, encourage and challenge each other, and track their progress. 

With two-way communication, there is more of a guarantee that everyone will be engaged with the product as it will be the direct result of their input. 

How it works

If you want to stay ahead, where your customers were once passive users of your product or service, they should now be seen as active co-designers and content creators. It’s about time to forget the days of creating for your customers and shift to creating with them. 

Sounds great, but how can you achieve this?

  1. Asking, analyzing, acting

There are many ways organizations are approaching co-creation, but one main method is the active collection of feedback across all digital touchpoints. In a broad sense, this means first the collection, then the analyzing of the data and finally acting upon feedback. 

Usabilla incorporates this customer-centric framework in the form of Ask, Analyze, Act. Via this process, you can collect the insights you need to drive operational decisions and build products and experiences that your customers will love. 

  1. Gathering qualitative feedback

Feedback comes in many forms and ideally consists of a combination of qualitative and quantitative feedback. Many organizations prioritize the analytics of feedback collection, however, when it comes to co-creating content and working alongside customers, this data can only tell you so much. 

Desmond Dekker, Senior Consultant at KPN, is using Usabilla so they can move forward with user motivations already in mind. By looking at the qualitative side of their customer feedback, KPN can see the reasons behind why people are doing the things that they do. Once you look into the story behind the stats, you get to the heart of the feedback and can start making real changes.

  1. Leaving your bubble

Regardless of your background or work experience, you can learn something from everyone you meet. It’s crucial to open your eyes and ears to those around you and in all instances, to your customers and your own team. Everything you learn has the power to shape your perspective and ultimately help you create a better product or offer an improved service. 

Tiffany Eaton, Interaction Designer at Google, explains the importance of building a community culture and making time to communicate with your team because in the end you’re in it together:

“The mentality to quickly build something amazing is starting to change where I make it a priority to reach out to people to tell them where I am in my design process, what I’m working on at the moment, and to understand what’s going on on their end.”

Why it works

Co-creation done correctly can limit mishaps and ultimately save time and effort for both customers and organizations. Only when you begin the dialogue can co-creation take place. An easy way to do so is to welcome customer feedback. 

  1. Listening with VoC

While analytics tools within social media platforms or via Google Analytics do help, listening to customers with a Voice of Customer (VoC) solution can show you why something is happening rather than just what is happening. By looking at user motivations and frustrations in this way, you can make customers happy by resolving issues and preventing them from surfacing down the road. 

The entirety of a CX ecosystem can be intimidating, but narrowing down pain points and areas for improvement is simplified with VoC. By engaging with customers, and even partners and your own team, you can evaluate current processes and redesign the customer journey as needed with everyone’s input in mind.

As a Forrester report on ‘The Customer Experience Ecosystem Redefined’ explains, 

Don’t hold back; anything can be co-created, ranging from discrete touchpoints to entire journeys and from digital interactions to physical locations.

  1. Communicating as a team

Consider teamwork; it comes with its share of challenges, but inevitably involves two-way communication where everyone has a voice. Similarly, when customers feel valued and heard, they are of course more than willing and likely to stick with your brand.

This increased loyalty in the customer-client relationship will lead to a committed following which could lead to word of mouth referrals that will drive further business towards your organization. Take for instance the customer loyalty with the IKEA brand.

The store is known for delivering a customer-focused experience at each step of their journey because they are listening to customer needs, from their full-fledged cafeteria that people actually want to go to, to the rewarding concept of building your own furniture. IKEA sets you up with user friendly guides and otherwise offers the option for delivering and building the furniture right where it needs to be, at a time that suits you.

  1. Starting the dialogue

Another example of a strong customer-brand relationship is Skyscanner. As a sort of middle man and intermediary in the travel industry, Skyscanner makes use of Usabilla to build up a rapport with their customers.

By giving them the opportunity to provide feedback, Skyscanner can begin a dialogue and kickstart co-creation with their customers. Thanks to the process, Skyscanner can empower their team with the right resources needed to make changes that suit customer needs. 

What’s next?

Ditch the process of pushing your services on your customers and instead listen to what they have to say. This way, you’re creating together with your customers in mind.

Learn more about collecting feedback here and how co-creation with a voice of customer solution like Usabilla can benefit your brand here.

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