BENCHMARKING CUSTOMER EXPERIENCES IN PRACTICE
What is digital experience benchmarking?
Most companies that provide services or goods to consumers have created a website or other digital domain for this. Like in physical stores, visitors of those digital domains have an experience: good or bad, pleasant or unpleasant, easy to navigate or cluttered, and so on.
What WUA does, is map all of these experiences potential customers have, from the start of the customer journey to just before the purchase button is clicked or the end of a service trajectory has been reached. All of these experiences and reviews are gathered in our database, and based on scores, they form the WUA Benchmark. Companies can compare the digital customer experience on their domains with the WUA benchmark: at industry level, i.e. between competing companies, but also outside the industry. So, an insurer could, for example, compare their own score on the Product Offer customer experience theme with the score of a theme park.
Learn from the best: Why is digital experience benchmarking useful?
So, benchmarking is quite literally: comparing your performance with that of another company. WUA has a huge “comparison database” filled with scores of tens of thousands of consumers across thousands of digital domains. This is what we call the WUA Benchmark. This database holds thousands of Best Practices from the highest scoring players in a market, industry, or country.
Learn from the best to make great digital strides yourself, that’s what we believe in at WUA. You don’t need to reinvent the wheel: looking at what someone else is doing well, and learning from it will help you grow faster. That is why digital experience benchmarking is useful: you listen to what the customer likes, and optimize your digital touch points based on their feedback.
How does digital experience benchmarking work in practice?
In order to be able to benchmark, standardization is essential, otherwise you’ll be comparing apples and oranges. For this reason, we work with a fixed questionnaire based on the exact same approach in every sales study we carry out. At least 200 potential customers orientate themselves on a product or service. These potential customers are in the databases of international participant recruitment agencies we work with at WUA, and the research takes place online, on the participant’s computer or laptop, often at home. Participants are presented with a questionnaire in an online environment and they get an assignment, for example the assignment below (Health Insurance assignment for Digital Sales Scan, November 2015):
“Go online to look for a health insurance policy for yourself. Go as far on the website as you can, but do not take out a health insurance policy.”
- The consumers orientate themselves freely based on the case presented to them.
During the process, they give comprehensive feedback about each website they look at.
Afterwards, they choose which provider they would like to purchase the product or service from.
Customer Experience Benchmarking: The proven WUA Digital Sales Scan Model
All studies are carried out according to our standardized model: the Digital Sales Scan Model, and are added to the benchmark. Over the past few years, more than 21,000 respondents tested over 10,000 different websites. Years of experience at WUA and intensive data analysis have shown that the choices that people make online can be funnelled into three deciding themes: Look & Feel, Product Offer, and Brand.
Look at the Digital Sales Scan Model below. Want to know more? On this page, you will find more detailed information about how the Digital Sales Scan Model works, and its various elements.
“Ready to take on the Digital Sales Scan? Contact me at 415-579-3611 or firstname.lastname@example.org to get a quote and set impact priorities for your website.”
Bo-Peter Laanen, U.S. Research Director | WUA