CONFIDENTIAL AND PROPRIETARY ©2015 DISCOVER FINANCIAL SERVICES

May 6, 2015

Dan Gingiss @dgingiss

BUILDING A BETTER ONLINE CUSTOMER EXPERIENCE

@dgingiss #SMMW8 @Discover

WHAT IS CX? • How customers feel about interactions with your brand

• Includes every single interaction in every channel

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FAST FOOD EXAMPLE

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FAST FOOD EXAMPLE

Website

App Marketing

Social

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HOW IS CX MEASURED?

• Consumer research, user testing

Customer

• Voice of the Customer: direct feedback, ratings/reviews,

social media listening

• Third-party evaluators: J.D. Power, Forrester, etc.

@dgingiss #SMMW8 @Discover

WHY CX IS IMPORTANT

• Cost Reduction

- Regulatory fines

- Customer Service calls

• Revenue

- Higher usage

- Customer retention

Loyalty

Correlation Between Customer Experience & Loyalty Metrics

Source: "The Business Impact Of Customer Experience, 2014", Forrester Research, Inc., March 27, 2014

Source: The eBusiness Professional's Blueprint For Strategy In The Age Of The Customer", Forrester Research, Inc., September 12, 2014

Stock Price

@dgingiss #SMMW8 @Discover

DIGITAL CX

• Simple

- Low effort to complete task

- Clear language

- Easy navigation / No clutter

• Branded

- Consistency (Style Guide)

- Memorable

- Attributable

• Relevant

- Customer-centric

- Targeted marketing

- Customization

To deliver great CX, digital design should be:

@dgingiss #SMMW8 @Discover

WEBSITE: DISCOVER.COM

Transfer a

balance

View card info

View credit

line

View details?

Check CBB

status

View CBB

calendar

View

promotions

Shop D,

See

retailers

View

balance View newly

earned

Check out

protection

program Write a review

Payment Protection

Wallet Protection

Identity Theft Protection

Credit Score Tracker

Extended Warranty

Financial Planning Tools

DirectPay Send Money

ShopD (again)

Cash Access

My

Benefits

SOANS

Gift Cards

Paperless

View account

profile View status Log Out

View

messages

30 Clickable Links

8

Use CBB

Check out all

these other things

@dgingiss #SMMW8 @Discover

WEBSITE: DISCOVER.COM

• View Statement

• Recent Activity

• Make A Payment

• Secure Messages

• Logout

5 Critical Links

= 87% of Clicks

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WEBSITE: DISCOVER.COM

• View Statement

• Recent Activity

• Make A Payment

• Secure Messages

• Logout

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CASE STUDY: DISCOVER.COM

• Rewards

(Core Equity)

• Recent

Transactions

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WEBSITE: RESULTS

• Customers find what they’re looking for on home page,

leading to a positive customer experience

• Percentage of one-page visits increased

• New home page is Simple, Relevant, and Branded

@dgingiss #SMMW8 @Discover

WHAT ABOUT MOBILE?

• Monthly mobile visits have increased 370% in 2 years

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MOBILE = SAME RESULTS

• Critical data moved to the

home screen

• Results: Reduced time in

app

Old Android App Design Updated Android App Design

Android Design

Released

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Source: Discover.com analytics

Base

16x

60x

Login Page

MARKETING: RELEVANCE

Recent Activity Page

Inline Transaction

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MARKETING: SIMPLIFICATION

Previous Current

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MARKETING: OPTIMIZATION CAMPAIGNS

280 +49%

• +49% CTR with steady impressions

• Eliminated low-performing campaigns (4x below average)

• Optimized high-performing campaigns (3x above average)

• Willingness to stay quiet

@dgingiss #SMMW8 @Discover

SOCIAL MEDIA

• You must get the basics right first:

+ +

Great product

(or service)

Marketing expertise Culture of service

• Then (and only then) should

you be in social media!

@dgingiss #SMMW8 @Discover

SOCIAL MEDIA: CONTENT

• Know your audience

• Talk with people, not at people

• “Youtility”: Content that helps > sells

• Listen to what others are saying about your brand

• It’s OK to recycle your content

• Don’t forget the “social” in social media: Engage!

@dgingiss #SMMW8 @Discover

SOCIAL MEDIA: CARE

• Serve the customer in their channel of choice

• Respond to everything: Praise, Questions, Complaints

• “First Tweet Resolution”

• Single handle: Customer service is the new marketing

• Allow customers to post on your Facebook wall

• Use DM or chat to take private info out of a public space

@dgingiss #SMMW8 @Discover

FACEBOOK EXAMPLE

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TWITTER EXAMPLE

@dgingiss #SMMW8 @Discover

TAKEAWAYS

• Customer experience is how customers feel about every

interaction they have with your brand

• Consider the physical and digital aspects of CX

• Digital design should help customers quickly self-serve

• Marketing should be contextual and relevant

• Social media can play a big role in CX

CONFIDENTIAL AND PROPRIETARY ©2015 DISCOVER FINANCIAL SERVICES

THANK YOU!