Combining UX Research, Marketing Research, and Web Analytics to Build a Complete View of the Customer
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Combining UX Research, Marketing Research, and Web Analytics to Build a Complete View of the Customer This presentation discusses how Zappos combines user experience (UX) research, marketing research, and web analytics to develop a holistic understanding of customers as people, rather than siloed views. By using complementary research methods like surveys, analytics, and interviews, Zappos aims to understand customer needs, behaviors, and emotions. Integrating these insights across marketing, product, and organizational functions allows Zappos to innovate and provide the best customer service. The speaker emphasizes understanding the individual rather than just the "shopper" and says company culture supports breaking down barriers between teams.
Combining UX Research, Marketing Research, and Web Analytics to Build a Complete View of the Customer
- 1. Combining UX Research, Marketing Research, and Web Analytics to Build a Complete View of the Customer Alex Genov Head of UX Research and Web Analytics Zappos
- 2. 2 Housekeeping ©2015QUALTRICSLLC. The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week Please use the chat window to submit questions throughout the webinar, we will have time designated at the end for Q & A Join the conversation on Twitter by tweeting @Qualtrics using #cxweek
- 3. Alex Genov, Ph.D. Head of UX Research & Web Analytics, Zappos Alex is an experienced customer research professional who applies his Social Psychology background and his passion for research, design, and innovation to the software industry. Alex leads UX Research and Web Analytics for the Zappos Family of Companies. In previous positions, he was responsible for research and usability of the products and services for companies like TurboTax (Intuit), State Farm Insurance, and the Active Network. He has over 15 years of relevant experience – 5 years of academic research and over 10 years of customer research in the software industry. Alex received his PhD in Experimental Social Psychology from Clark University.
- 5. Introspection Experimentation Self-report (Surveys) Big Data/Analytics Non-verbal Emotion Tracking METHODS
- 6. Pencil and Paper Mechanical Instruments Desktop Computers Mobile Devices Ubiquitous Computing TECHNOLOGY
- 10. Why: Zappos innovates to bring happiness to its customers
- 11. How: Best customer service ever
- 13. How: Great Digital Customer Experience
- 19. Who is our customer?
- 20. Marketing Research Web Analytics UX Research ‘Someone who responds to our marketing messages’ ‘Someone who clicks around on our website’ ‘Someone who has these needs, goals, and feelings’
- 22. The Big Idea: No silos to understanding customers as people!
- 23. Marketing Research Web Analytics UX Research ‘Someone who responds to our marketing messages’ ‘Someone who uses our website in these ways’ ‘Someone who has these needs, goals, and feelings’
- 24. Marketing Research Web Analytics UX Research A Person
- 28. Working Without Silos: A case study
- 30. 4,000 Online Shoppers Consumer segments Five main survey sections • Screener/demographics • Behavior and preferences • Brand loyalty • Brand perception mapping • Choice-based Conjoint2,000 Gen Pop | 2,000 Zappos In-Depth Survey
- 34. Research Sample (N=2000) Customer Database (N=millions)
- 37. “The site should say ‘I know that you bought this shoe in this size in this color whatever it is, and therefore this is what we recommend to you because we are paying attention to you.”
- 38. The Result
- 45. When we ask executives, What is the number one innovation killer at your company?, one of the first words we always hear, always, is “silos!” Recently, one executive even muttered, “fortresses.” The First Two Steps Toward Breaking Down Silos in Your Organization By Vijay Govindarajan, AUGUST 09, 2011
- 46. PERSON
- 47. Takeaways: • Understand the person, not the “shopper” • No silos when it comes to customer understanding • Use complementary research methods • Inform the business as a whole • Culture matters!
- 48. Q&A
- 49. Thank You!
Editor's Notes
- #5: Thank you! To you, the audience To ___ and the whole MRA event team for putting together such a REMARKABLE event – I choose the word carefully for it’s literal meaning – tell others about it. Before I dive in – let me address an issue you all may be thinking about – my accent. I want to get it out of the way so you stop wondering about it and really focus on the talk. It is East European – like all the bad guys in Hollywood films nowadays
- #8: People and culture form the foundation of what we do …
- #9: In the next 20 minutes or so, I will share with you how we, at Zappos, get to a deep level of understanding and empathy for our customers – those people at the intersection of fashion and technology. Zappos – a company which for 16 years now has defined its strategy around customer service and around people (its employees, its vendors, and its customers).
- #10: I would like to give you an overview of Zappos using Simon Sinek’s model of the Golden Circle
- #16: We do that by conducting a lot of really cool research
- #17: Before I go into specifics about research, I would like to switch gears a bit and do a quick poll – a spontaneous research of sorts . By show of hands, who amongst us here likes corporate silos and politics in the workplace?
- #18: Workplace politics and territoriality have also been a favorite subject of cartoonists – who are among the best psychologist (along with bar tenders and barbers )
- #19: What about higher animals? Behold the Corporate Org Chart and the different research silos that commonly exist within it.
- #20: How do you think that organizational structure and territorial mindset affect how we approach understanding our customers?
- #22: This is VERY similar to the fable of the Blind Men and the Elephant
- #24: So instead of this …
- #25: We have this … So how do we get from here to there? It is not even a matter of hiring new roles or more people – many organizations have all the people and roles they need.
- #31: In-depth scientific survey …
- #32: When I say scientific, I mean SCIENTIFIC We employed K-means clustering and this is the actual formula. It is way over my head … even makes my head hurt a bit
- #33: Discovered really practical insights and constructed a framework. Looks intuitive and simple … and it is … Of course there are tons more details and mountains of data to support this simple-looking picture
- #36: Done by data scientists
- #45: So in conclusion …