UX/CX models for increasing revenue and decreasing costs.
The following is a high level case study involving projects I led during my tenure at Guthy-Renker, a subscription based company with core competencies in Direct-To-Consumer Marketing (DTC). Our team conceptualized and developed customer-centric user experiences as well as internal processes to rapidly create, test and launch brands. One of the challenges was to move the company toward a digital direction. We had to start from the ground up. We were massively successful, including a $1.2 Billion sale of IT Cosmetics.
Goal: Revenue Growth
Every for-profit company’s goal, am I right!? This is something I pride myself in having successfully and consistently accomplished since I started working with organizations. There are so many simple low hanging fruit strategies to increase your revenue, sometimes all it takes is patience and experience in knowing which strategies to use with a particular demographic. In this example, I championed using product reviews to build trust and increase company-wide conversion by 17%. Big wins, all day long.
Goal. Cost Savings
The beauty of technology is often in a well executed back-end which serves to extend the abilities of the great people already working behind the scenes. We created customer experiences involving ai chat-bots to preempt questions and perform skill-based routing to match customers with our best call center agents. We also designed and developed an online set of tools to help customers self-service and manage their subscription boxes and decrease costs to our call center. These new web applications had to connect to our complex and in-house built order management systems, which was a challenge, but the results for the company were incredible.
Retention Strategies.
They say acquiring a new customer can cost up to 5X more than retaining an existing customer… and in a subscription-based business, current members are golden! We implemented retention strategies such as rewards programs, members-only catalog offers, and referral marketing. All of these initiatives required User Experiences to be researched, defined, designed, created and launched. This is what I do and we watch it grow together!
Capturing the Voice of the Customer (VoC).
VoC, what a beautiful acronym. Bill Gates famously said: “Your most unhappy customers are your greatest source of learning.” The challenge is how do you listen to hundreds of thousands of customers who are speaking through a variety of sources and platforms? This takes some masterful finessing, which I have perfected over my 16 years of working in digital spaces. What we need is a machine to pull in both Quantitative and Qualitative feedback in a way that makes sense to the business. Welcome to Josué Calderón.