Multi-channel

This article, written by Neil Mason, was originally published on Clickz.com on 11/10/10 and is republished here with permission.

Fragmentation, optimisation and integration. Those were the themes that stood out for me at last week’s Emetrics Marketing Optimization Summit in Washington DC. First of all I was reminded that “web analytics” is not was it used to be, it’s an increasingly complex space. Secondly, I was shown some great evidence about what’s really required to be an optimisation orientated organisation and finally we’re beginning to see some case studies from organisations that have made the investment in multi-channel data and the benefits they’re accruing from that. Read more…

After having recently moved house, I decided to set up a new Internet connection. As I was already a mobile customer of theirs (which entitled me to a discount) I opted for an O2 broadband package. I wasn’t particularly pleased with the usability of the registration process on their website. I always get annoyed by small usability flaws and get even more angered when functionalities such as the address finder don’t work (O2, here is a hint for you). But what disappointed me was not so much the average user-friendliness of their site as, in the end, I managed to do what I wanted. What left me perplexed was their order follow-up strategy, which is in essence a very good concept that was poorly implemented. Read more…

There’ve been two news worthy football events in the last week. The first was my return after 2 years ‘resting’ to my local 5-aside league, the second was the return to our TV screens of Uefa’s Champions League. While I stood around in the pouring rain wishing I was a decade younger on Tuesday, on Wednesday I rested my aching legs on the sofa and watched Arsenal demolish Braga. Grudgingly I’ll have to admit they were quite good.

Given my interest in football, advertising and data I often think about the numbers behind the game. Sometime that is match statistics, sometimes it is financial data. Read more…

London, UK, 18 January 2010 – Foviance, the experts in multi-channel customer experience, are taking part in London’s second annual Vertical Rush in aid of housing charity Shelter. Foviance has supported Shelter for a number of years and in the spirit of keeping fit in the New Year, members of staff are preparing for the 920 step run up Tower 42 on February 25th. Read more…

Foviance survey reveals that 44% of people don’t buy online because they want to physically see the product and asks what retailers are doing to provide a joined up experience.

London, UK, 9 December 2009 – Foviance, the expert in cross-channel customer experience, carried out a survey in the autumn of 2009 and found that 44% of people don’t buy online as they want to physically see the product. In addition, a further 18% cited the cost of delivery as a barrier to online shopping. Read more…

Even during recessionary times, the value of online transactions continues to increase. However, in a recent study carried out by Foviance, 44% of people surveyed said they didn’t buy online because they wanted to physically see the product. A further 18% cited the cost of delivery as a barrier to online shopping.

This white paper provides insight from over 100 respondents, into the buying habits and behaviours in the run up to the busiest time of year for retailers.  We probed respondents to understand their motivations, the barriers they are confronted with, and examples of best and worst websites that exist.

This paper highlights that customers are already using multiple channels as part of their purchase process dependent on what it is they are buying and the information provided at the various touch points. By enhancing the cross-channel customer experience, retailers can diminish the impact of the main barriers to conversion.

Neurological research provides crucial insight into customer experience from an emotional perspective

London, UK, 19 December 2008 – Foviance, the expert in customer experience, has launched a pioneering new method of measuring customer experience for ecommerce and gaming website visitors. Electroencephalography (EEG) research provides the means to gather detailed information on a user’s emotional relationship to a brand or service.

Neuropsychologists have shown that 85% of decision making happens at a subconscious level. Foviance has also tested and proven emotionally engaging websites to provide higher commercial returns.

EEG involves measuring electrical activity in different parts of the brain in response to certain stimuli. Once the preserve of the clinical lab, Foviance has pioneered the use of EEG in the assessment of user experiences. By recording reactions at different stages of interaction with a website – with emotions ranging from excitement and anticipation through to anxiety and boredom – Foviance can provide detailed and specific site design recommendations that improve customer conversion.

Foviance customers have already started to benefit from EEG. So far, Foviance has analysed the emotional responses of online poker players, measured response to imagery alternatives on a travel site and identify effective merchandising strategies for an online retailer. EEG can be used to assess emotional response to various types of stimuli and Foviance plans to apply the method to understand the multi-channel user experience. For example, it is possible to gauge people’s emotional engagement while on the phone to a call centre.

Marty Carroll, consultancy director, Foviance said: “We recognise that differentiation in user experience for many brands means moving beyond simple efficiency, performance and functionality, towards connecting with consumers emotionally. We are incredibly excited to be bringing this complex neurological science to the marketing industry for the benefit of businesses and consumers.”

EEG on PKR gaming research

PKR is an online poker playing site that uses advanced gaming technology to provide 2.25 million subscribers with personal, involving and highly entertaining poker games. Foviance and PKR used EEG to measure players’ visceral responses to different stages of gameplay and gameplay outcomes. Foviance research revealed that for the novice player, PKR offered much higher levels of emotional engagement compared to competitors’ sites. Foviance was also able to identify the peaks and troughs in concentration, the areas that cause confusion for the novice player and the importance of the tutorial stages in engaging customers. Now PKR is also aware of how high levels of concentration and focus on what is happening in some stages of the game mean that the company can optimise cross-marketing and up-selling opportunities during the game.

Simon Prodger, marketing director at PKR Technologies said: “This method of user research helps us understand the all important emotional experience that customers go through when using our site. This is very important to PKR as we aim to provide the most engaging poker experience online. Foviance’s insight has helped us identify how we can harness and develop the unique aspects of PKR’s engaging and immersive approach to online poker to ensure that our customers enjoy the highest quality experience possible.”

Foviance EEG measures factors ranging from cognitive and visual attention to emotional attraction and engagement, revealing the pattern of visceral activity during an experience. It uses an Apprehension/Excitement index to reveal how people respond to specific incidents and allows for comparison with other everyday activity benchmarks.
The service, developed in tandem with Neuroco is available immediately from Foviance.

Press Coverage

econsultancy: EEG: cracking your clients’ sub-conscious
By Marty Carroll, February 19, 2009

Easss.vox.com: Online poker firm engages in scientific inquiry in order to relaunch their site
By easses.vox.com, January 25, 2009

LobsterPoker: Using science to assess Poker player preferences
By Diana Sterling, January 18, 2009

NetImperitive: Guest Comment: Winning minds through cutting edge consumer marketing
By Marty Carroll, Foviance, January 12, 2009

GamblingReview: PKR.com Researhes Brain Reactions To Provide Better Service
By Gambling Review, January 9, 2009

UsabilityNews: Online poker company uses Science to assess Player Preferences
By Joanna Bawa, January 8, 2009

DigitalResponseMedia: EEG research ‘could aid internet marketing’
By Digita Response Media, January 8, 2009

ZeroStrategy: New advance in brand relationship
By Zero Strategy, January 7, 2009

SwissPoker: PKR Getting Inside Your Head
By Richard Honegger, January 7, 2009

Online-Casinos.com: Getting inside your head
By Online-Casinos, January 6, 2009

GlobalGold: Foviance: Understanding decisions improves business
By: Global Gold, January 6, 2009

BCS: New Method ‘finds brand emotional relationship’
By BCS, January 6, 2009

4flush.com:  Mind-Blowing To Brain Scannin; What’s PKR Poker Up To Now?
By 4 Flush, January 6, 2009

RecentPoker.com: Online poker company uses science to assess player preferences
By RecentPoker.com,  January 6, 2009

RuffPoker.com: Online poker company used science to assess players
By RuffPoker, January 6, 2009

GamingIntelligence: PKR Turns to Neurology to Understand Player Preferences
By Gaming Intelligence, December 23, 2008

DealerSupport Customers’ emotions to be analysed
By Dealer Support, December 23, 2008

NewMediaAge PKR taps into user emotions with Foviance
By Charlotte McEleny, December 18, 2008

For further information:
Melanie Hesketh / Becky Cheers
Prompt Communications for Foviance
+44 208 996 1638 / +44 208 996 1636
foviance@prompt-communications.com

Foviance releases two Travel sector white papers. Focussing on multi-channel travel and Improving Customer Experience in Travel. White papers are available for download on our website.