Customer happiness & webanalytics

Webanalytics is very focused on optimizing Key performance indicators, but what is often forgotten is customer happiness. Webanalytics data in combination with the Kano model can be perfectly used to improve customer happiness and ultimately result in long-term revenues & profits.

I. General

The Kano Model was invented by Prof. Kano in 1979 or 1984?. Since then the model has been changed and developed by several scientists. The Kano model classifies customer preferences in 3, 5 or 6 segments depending on who interpreted his model. I am lazy and just want to mention three here:


1. Expected requirements/needs:

Items that are expected/given e.g. a car comes with an engine. It is expected.

2. Basic requiremens/needs:

Items that lead to satisfaction e.g. computer comes with service guarantee, delivery...

3. Delightful requirements/need:

Wow effect! Additional items that make the customer happy e.g. remote control for computer...or a self-parking computer car.
II. Goals

The long-term goal is to make the customer/client happy, which means the ideal situation is to satisfy all the requirements/needs above. A dissatisfied customer will complaint to 10 people about your business, a satisfied customer will tell one and maybe add a PR 8 link to your site.

The following approach could be an idea of how to get there:

III. How to start

1. Pull webanalytics data and identify customer needs:

a. A/B testing

b. Segmentation

c. Single exit pages

d. Focus groups

e. Other KPI's depending on your business

2. Customer surveys

a. Onsite & Multiple choice

Figure out if the item is expected, delightful or just basic need (surveymonkey, surveyspot.com, questionpro.com). Use a survey professional, who is able to setup a real survey.
3. Interview people

Use standard oral interviews. Create a table and list dysfunctional and functional answers. Let a professional handle the interview!

4. Merge data and come up with a solution

Merging real interview data, survey answers and webanalytics data is a good way to identify customer happiness. Even if it is a lot of work customer happiness should always be the goal for any sustainable business.