In this video, you'll be provided with an overview of tools for voice of the customer (VOC) and UX.
- We've covered a lot of the tools and technology that live in the clickstream layer, and help to enhance your digital properties, and while we haven't hit on them all, there's at least one more group worth taking a look at that really zeroes in on the user experience. Yes, you can use web analytics tools to see what people are clicking on, and how they traverse a website or an app, but to really understand what users are doing, wouldn't it be great to just sit behind them and watch over their shoulder, or ask them what they're thinking right in that very moment? Well as you might have guessed, there are tools for that, and adding them to your stack can provide some really great insights into what your users like, and just as important, what they don't.
First, there are tools that can actually record the individual sessions that are happening on a website. Options like UserReplay or IBM's Tealeaf are enterprise level tools that can record exactly where people are scrolling, clicking, browsing, and more. By replaying, aggregating, and searching through these customer sessions, you can start to understand pain points, troubleshoot functional issues, and improve how users are interacting with the experiences that you're investing in. There's another set of tools out there that take the approach of tracking lots of clicks, mouse movements, and scrolling, and then visualizing them as heat maps.
There are tools that focus on these types of visualizations, like Crazy Egg, Mouseflow, and more, and the reports that they put out can really help you understand how your customers are consuming your content. Click maps can show you which elements are getting people to take action at a pixel by pixel granularity. Hover maps focus not on clicks, but instead where a mouse is moving while users are on the page. This can be a pretty good proxy for where people's eyes are going. Scroll maps can help you understand just how much of your content is ever even viewable to people as they browse on different devices and screen sizes.
Of course, there are tools that package all of these things together. Clicktale, Decibel Insight, Lucky Orange, Inspectlet, and many more, all offer various combinations of all this kind of functionality, and more. Things like Form Analytics can show you how your users are getting through the different fields of your web forms, and where they're abandoning, or where they're getting stuck, and many of these tools let you segment all of these reports and data by things like geography, visitor source, and more, but that's not where the user experience tools end.
Surveys have long been a great way for brands and organizations to get a deeper understanding of their customers, and in the digital world, getting this voice of customer data can be done with lots of technology. Companies like Qualaroo, ForeSee, KISSinsights, iPerceptions, Kampyle, OpinionLab, and many more, can all be installed to pop up those surveys that you've no doubt seen before. Does everyone who sees that popup fill it out? Of course not, but if you think about the offline world, not everyone you stop with your clipboard at a shopping mall will respond to your survey either, but those who do can offer you some really great qualitative information about how your digital marketing assets and programs are working.
Over and above the analysis, optimization, and insight possibilities, just like other parts of the technology stack, these tools are all producing data that can be used in further analysis, segmentation, and action. For example, you might integrate with an analytics tool to figure out that there's a specific opportunity for a user segment of people who responded to a survey in a certain way, and matched certain browsing criteria. Add that to some customer attributes from your customer relationship management system, and you can manage that audience in your data management platform.
From there, you can activate that audience across all kinds of marketing channels to once again get a really relevant message in front of a really valuable target group. User experience and voice of customer tools can be a really valuable part of the marketing technology stack, and when they're integrated and sharing data with other components, they can produce some very actionable, tangible results for you and your digital marketing programs.
NOTE: While specific software and platforms aren't endorsed, you will see how tools like a customer relationship management system and web analytics work in a successful marketing mix.
- What is digital marketing?
- Understanding the marketing data being generated
- Reaching customers via digital channels like social, search, and display
- Working with digital experiences
- Selling online with ecommerce
- Going mobile
- Measuring and optimizing with testing and analytics
- Running and operating a business with technology
- Storing and extracting data
- Learning and predicting with data exploration and modeling