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Session 3 Flashcards

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1
Q

Personasa depict a static picture of the organisations ideal xxx, their habits, needs and xxxxx

A

buyer. behaviour

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2
Q

To understand your audience, you need to know

A

Motivation. Needs. Behaviours. Challenges. Pain points. Goals.

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3
Q

Benefits of understanding your audiences

A

Better position marketing. Form a resonating vocab. Create meaningful content. Talk to customers in authentic voice.

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4
Q

Digital customer personas are made up of 3 elements

A

Demographics. Psychographics. Webographics.

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5
Q

'’What’’ of a customer persona?

A

their primary and secondary goals

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6
Q

What’s a trust touchpoint?

A

Where content and preferred channels intersect and create brand trust.

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7
Q

What’s a pain touchpoint?

A

Objections they have to the brand, content or channels used

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8
Q

‘They say’?

A

Using quotes to make the persona come alive

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9
Q

‘We say’?

A

the messages the brand might send to the persona

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10
Q

B2B or B2C - purchases depend on several people or departments?

A

B2B

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11
Q

B2B or B2C - purchases are short and simple

A

B2C

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12
Q

B2B or B2C - purchases are motivated by ROI

A

B2B

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13
Q

B2B or B2C - Market size is large but each individual represents a percentage of sales

A

B2C

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14
Q

B2B or B2C - market size is limited but each represents high purchasing volumes

A

B2B

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15
Q

B2B or B2C - they are looking for a long term relationship so it must be close, personalised and based on trust

A

B2B

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16
Q

5 benefits of customer personas

A
  1. Improve shared understanding of the audience within the team
  2. Help websites meet customer needs.
  3. Increase conversions.
  4. Encourages site integration with other channels (multi-channel)
  5. Objective not subjective
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17
Q

Customer experience metric - perception metrics are?

A

What the customer thinks happened and how they feel about the experience (was the experience easy, effective and engaging?).

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18
Q

Customer experience metric - descriptive metrics are?

A

The objective, observable events that happened (clicks to complete transaction, average handling time).

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19
Q

Descriptive events are xxxx, observable events that happened (clicks to complete xxxxx, average handling time).

A

objective, transactions

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20
Q

xxxx metrics are what customers did or plan to do, as a result of their xxxxx (renew xxxx, recommend a friend, make additional xxx).

A

Outcome. Perceptions. contract. purchases.

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21
Q

How can an organisation measure customer experience within the customer journey?

A

by reviewing perception metrics, descriptive metrics and outcome metrics.

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22
Q

The ServQual model is a framework specifically designed to assess xxx xxxx and measure customer xxxxxx.

A

service quality. satisfaction.

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23
Q

What are the 5 key dimensions of the ServQual model? (RRAET)

A
  1. Reliability
  2. Responsiveness
  3. Assurance
  4. Empathy
  5. Tangibles
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24
Q

A Net xxxx Score is a measure of customer xxxxx based on a single question - how likely the buyer would be to xxxx the org to a friend.

A

Promoter. Loyalty. recommend.

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25
What is NPS a good indicator of?
Repurchasing and growth
26
Is the scale for NPS 1-5 or 1-10?
1-10
27
3 types of classification of customers according to their NPS responses
Promoters. Passives. Detractors.
28
NPS is calculated by taking percentage of xxxxx and subtracting them from the percentage of promoters.
detractors.
29
Is a high NPS score an indication of a healthy business?
Yes
30
What is CES?
Customer Effort Score
31
CES seeks to measure how much xxxx the customer puts into interactions with a xxxxx.
effort. business
32
An example of a CES question
How easy was it to get the help you wanted today?
33
CES calculation - % xxxx minus % difficult
easy
34
What is CSAT
Customer Satisfaction Score
35
CSAT is the average xxxxx score that customers rate a specific experience they had with an xxxxx
satisfaction. organisation
36
How is CSAT measured?
Via a short survey, and rates their level of satisfaction on a scale ie 'very satisfied' 'not at all satisfied'
37
Does a promoter give a score of 9-10?
yes
38
Does a detractor give a score of 0-5?
no 0-6
39
If customer effort reduces, more xxxx customers are created
loyal
40
Is this CSAT NPS or CES. The org made it easy for me to handle my issues.
CES
41
What is the scale for CES?
Strongly disagree, disagree, somewhat disagree, neutral...
42
Volume of complaints are an indicator of customer satisfaction and xxxx
experience
43
Can a reduction in number of complaints be set as a KPI?
yes
44
Response times to complaints can be a key internal measure
yes
45
What is FRT?
'Average' First Time Reply
46
FRT measures how long it takes for a customer to receive an xxx xxxx to their support request
initial reply
47
FRT calc. Total first reply time divided by?
Total number of cases
48
What does FRT not provide?
Info as to whether the issue was rectified
49
Sentiment is the emotion behind customer xxxxx
engagement
50
Tracking customer sentiment helps an organisation understand....
Overall customer satisfaction. Loyalty. Engagement intent.
51
4 ways sentiment can be tracked
Willingness to recommend (NPS). Ratings/ reviews. Social media monitoring. Direct customer feedback.
52
What is a user?
Unique visitors to the website.
53
A sessions is a period of time a user is xxxx on the web
active
54
Page view is total number of pages viewed on the site per xxxx
visit
55
What does session duration tell us
if the content is engaging and relevant
56
What is the bounce rate?
measures the percentage of single-page sessions in which there was no interaction with the page on a site.
57
Bounce rate measures the percentage of single-page xxxx in which there was no xxxxx with the page on a site.
sessions. interactions.
58
In GA4 bounce rate is now 'engaged sessions' And a sessions lasts longer than xx seconds. Contains more that xxx page view. Contains at least xxx conversion event.
10. one. one
59
Engagement rate calc. Engaged sessions divided by
total sessions
60
Bounce rate identifies 'low... ....'
hanging fruit. so areas can be easily fixed.
61
Bounce rates consider the quality of xxxx traffic
referral
62
Shopping basket abandonment occurs when a potential customer initiates an order online by starting the checkout process, but leaves before the purchase is completed. True of false?
true
63
Abandonment rate % calc. Total number of xxxx checkouts divided by
completed. Total number of uses who start checkout process.
64
A dimension is the attribute of visitors to a xxxx, they describe characteristics of users, their sessions and action. For example, language, gender, city, device category and operating system are all labelled as xxxxxx.
website. dimension.
65
a metric is a number which is used to measure one of the xxxxxx of a dimension. Metrics are quantitative measurements
characteristic
66
What does a traffic acquisition report show?
overview of which channels are sending users to a website. Found in GA4 acquisition.
67
Wat does SEMrush provide?
Comparison of digital media activities such as SEO PPC display social media
68
What data can SEMrush provide
SEO and PPC full audit and analysis, social media channel performance
69
Issues with SEMrush
Limited free info. More focused on search.
70
Similar websites as a data source is useful for
comparing site reach, ranking and user engagement
71
Similar web can provide data like
traffic estimates, site engagement, referring traffic, audience detail. Tho not always accurate or free
72
Root Cause Analysis is an xxxx process that enables you to define the root causes of problems
auditing
73
Lead and lag indiciators work well along side xxxx-xxx analysis as we can determine which xxxx figures are the best guide to future xxxxx
time series. histroical. planning.

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