The management team for GSK’s ecommerce site for our Vaccine’s portfolio has recently implemented an Agile approach as well new ways of measuring the customer experience. With their agile approach, management and their scrum teams can quickly implement new features and functions based on customer feedback from surveys, field responses and reps with the service center that serve the customers. Instead of waiting for large untimely releases with these changes, they can quickly adapt to changes and implement on more real-time basis based on customer needs. This has increased the customer experience and ease of use of the website. One of the new initiatives with the ecommerce team is called Reactful, which is a behavioral targeting and optimization tool that can be leverage without code changes. IT has the ability to A/B test “reactions” and measure the customer experience on various areas of the site. An example of this are pop-ups hovering over action items and measure the reaction. This tool will increase awareness and on previously identified “mistakes” that the customer did on an order, such as accidently cancelling an order. Another example of these pop-ups would appear in the ordering pages to increase usage of the “favorite order” button. Both will increase the customer experience, decreasing user errors and making the ordering process easier.
There are many ways to measure the customer experience, and one of these is using a Customer Effort Score (CES), a multi-faceted approach to measuring customer loyalty. CES will measure asking a single question “How much effort did you personally have to put forth to handle your request?” this metric allowed us to measure the service interaction and the customer’s intention to keep doing business with us. This was much more valuable and quantifiable than the Net Promoter Score and the Customer Satisfaction, as the CES outperformed both. AS we discussed in class, we want to keep in simple and easy to use, especially since it’s a transactional site and customers want to get in and get out. With vaccines being very close in price and efficacy, the difference between a customer buying from you or your competitor can come down to service and ease of use the website since that’s how our direct customers purchase from us.