Enhancing the SMB Ad Customer Experience through User Research
Global Technology Organisation
3 min read
Nichola Wolfe
The online advertising industry is a fast-paced and constantly evolving landscape. Established ad platform businesses are frequently challenged by competitors from adjacent spaces. In light of these challenges, this client recognised the importance of creating an exceptional experience for SMB ad customers as a key differentiator in the market.
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Project Ambition: Enhancing Competitive Edge through SMB Ad Customer Experience Improvement
My client's primary goal was to gain a nuanced understanding of customer behavior on the platform, aiming to discern high-value opportunities for proactive interaction. The underlying hypothesis posited that timely support has the potential to unlock additional value and longevity from SMB ad customers.
To achieve this, we adopted a multi-faceted approach. Initially, we sought a comprehensive understanding of customers' needs by analysing spending patterns and on-platform behaviors. Simultaneously, we examined how competitor ad platforms engaged with the same customer base. The overarching objective was to pinpoint unique experiences within the marketplace. Throughout this process, our focus extended beyond mere identification of threats; we aspired to unveil opportunities for enhancing the overall user experience across various facets, including UX, Marketing, Sales, Support, and Communication.
Ultimately, this phase of the project aimed to illuminate pathways for significant improvements and innovations across the spectrum of customer interaction.
Project Approach: Leveraging Customer Insight and Research for Strategic Transformation
Our initial undertaking involved the creation of personas within the targeted segment, strategically utilising spending behavior and business type as primary criteria. To enrich our understanding, we enlisted participants who aligned with our identified personas, inviting them to articulate their experiences. Subsequently, we immersed ourselves in an in-depth exploration of experiences across various advertising platforms, meticulously examining how participants navigated specific tasks and actions and understanding how competitor platform's responded and interacted with participants at each stage of their user journey.
This involved the development of a detailed research framework, designed to guide participants through typical tasks and actions, enabling them to score their experiences. Augmenting this quantitative approach, we conducted comprehensive in-depth interviews to capture a holistic view. Our research methodology was not only informed by best practices but was also aligned with the overarching objectives of the organisation.
Armed with a wealth of comprehensive insights, we proposed strategic enhancements across multiple dimensions of the customer experience, including:
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UX and Front-End Design
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Sales Support Process
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Training and Resources
In the course of this project, we employed a diverse array of activities and methodologies, encompassing:
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Recruitment of Research Participants
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Conduction of Moderated and Unmoderated Research
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Crafting of Personas and Scenarios
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Mapping of the Customer Journey
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Creation of a To-Be Experience Blueprint
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Establishment of Priorities
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Development of a Strategic Roadmap for CX Improvements
This multifaceted approach allowed us to draw meaningful insights from various perspectives, culminating in a comprehensive strategic roadmap poised to elevate the overall customer experience.
Project Outcomes: The Next Step in the Process: Executing Recommendations
In order to effectively implement the recommended changes, we classified the priority problems and potential solutions by their level of complexity and impact. This approach not only guarantees swift progress, but also allows for continuous improvement. The primary outcome of this project was a strategically prioritised roadmap of CX improvements and the roll-out of follow on projects to deliver the works.
Ultimately, the roadmap aimed to result in increased conversion rates, higher customer retention, optimised marketing spend and overall higher customer satisfaction scores. For this client in particular, gaining a competitive advantage and improving customer lifetime value were top KPIs.
Solving Customer Experience Issues and Navigating Your Market: Let's Work Together
If you want to address customer experience issues and gain a competitive edge in your market, don't hesitate to schedule a free initial consultation. During our meeting, we can chat about your goals and I can provide guidance to help bring your ideas to life.