Topic: Customer Experience
Dan Keir is senior director of direct marketing at Comcast. He has extensive experience optimizing campaigns for both B2C and B2B companies, with a particular focus on test and learn, direct response, and campaign analytics.
Keir’s key priority? Disciplined and innovation-focused testing, as he explains in this edition of “4 Questions For Digital Innovators.”
1. What is the one marketing topic that is most important to you as an innovator?
ABT—always be testing! Testing removes the guesswork and grounds your marketing plans in data to drive the strategy. To continue innovating, you have to understand which changes drive lift in performance, and testing provides that insight. A strong test-and-learn practice is critical to drive improvement in the customer experience and your results. No matter where your company is on the testing journey, all companies can benefit from a test-and-learn tune-up.
2. Why is this so important?
Testing allows companies to innovate faster because they can lean into what is working and quickly shift from something that is not. From simple A/B testing to more complex multivariate tests, it is imperative companies embrace a culture of test and learn as part of their DNA. At Comcast, we really gained traction once we shared our results across teams in a consistent, regularly scheduled manner.
3. How will this improve the customer experience?
When companies leverage continuous and advanced testing techniques, they are able to iterate faster to improve the customer experience. At Comcast, our Xfinity X1 platform is continuously updated. A part of this development cycle is testing new features on a small subset of customers before rolling out the changes to everybody. This ensures an improved customer experience everybody benefits from.
All companies have an opportunity to identify testing areas where they can make improvements and track the results of these efforts.
4. How will this improve the effectiveness of marketing?
A strong test-and-learn practice can dramatically increase results since it fuels a playbook of best practices and innovation. Often a person designated as a champion of testing within each functional area encourages the broader team to test and take calculated risks. Test and learn truly is a win-win for customers by improving the customer experience and for companies as they drive better results.
Bonus: Keir’s six tips to optimize your test-and-learn practice:
About the Author:
Ernan Roman Direct Marketing’s Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.
As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients’ customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.
The results achieved by ERDM’s VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.
Visit his blog at: http://ernanroman.blogspot.com/