None of the recommendations that come from this process is "Greg's" personal views. This process is a comprehensive "Customer Listening Device".
This methodology is designed to listen intently to two groups...
- The business' customer (this drives retention)
- The target prospect or target consumer a business wants to acquire in the future (this drives acquisition)
To activate the "listening disciplines" core to this methodology requires multiple sources of data.
1. Google Analytics to uncover performance issues and understand "What" is happening: a quantitative data set. Greg Randall is a specialist in insight gathering in GA.
2. Consumer demand research to understand what the market wants and needs: another quantitative data set.
3. One-on-one interviews with front-line sales staff and support teams to understand the customer/consumer pain points at that moment when he/she has buying intent.
Then it's about understanding what one-to-one interactions are needed to resolve these pain points. This becomes an important qualitative data set to understand "Why" certain behaviours are happening.
4. Live chat logs, social interactions, incoming emails, incoming logged phone calls: another qualitative data set to understand "Why" certain behaviours are happening.
This perfect blend of qualitative and quantitative data sets provides clarity as to every issue, why it's happening, and what needs fixing.
Understand why direct one-on-one interviews with customers do not work.
There are two other sources of information that inform the outputs in the final document:
What does the executive team want the business to look like in the future?
Business strategy influences decision making and prioritization and this is why this document is strategic.
Every change that comes from this process aligns with the future state of the business.
eCommerce/Digital best practice:
How can all these changes be applied so they work effectively?
eCommerce/Digital best practice is the glue that binds everything together. If best practice is not embedded in all recommendations, none of the changes will come to life in a way that will add business value.
And because Greg Randall has authored 5 books on eCommerce/Digital best practices, his knowledge in how all recommended changes must be set up and structured is comprehensive.