COnsumer Health & INsights
Benchmarking your Consumer Experience (CX) enables measurement of consumer sentiment against business objectives. When combined with consistent research and testing, benchmarking will inform better business decisions and demonstrate a positive impact of your team’s efforts.
During my time at Crocs, Inc, I used a combination of survey data, call center reports, Adobe Analytics and Custora data to measure consumer sentiment and customer lifetime value (CLV) overtime. By honoring and measuring consumers as assets, I was able to convince the eCommerce Leadership Team of the critical impact consumer sentiment can have on achieving revenue goals.
Role: UX Lead, Researcher & Analyst. The work below was completed by myself and in collaboration with the analytics team at Crocs, Inc
MEASURING CONSUMER HEALTH
To track consumer health over time, I reported on a number of consumer metrics to the Crocs eCommerce Leadership Team once a quarter. These quarterly reports measured the Voice Of the Consumer (VOC) by investigating engagement per acquisition channel as well as "listening" in social channels, surveys, custora, and the call center.
Providing actionable Consumer feedback
To build on the quarterly consumer health executive summary, I would also dig deeper into the consumer comments, surveys, product reviews, call center data, and any testing data to provide the merchandise, digital marketing and design teams with actionable items for improving the overall customer journey. That could include anything from people searching for old products out of line to struggles with a particular promotion to unidentified bugs in the system.