WUA! launches Digital Excellence Program

Digital Transformation seems to be the buzzword of the moment in marketing land. At WUA! we go one step further as usual, for as of today we’d like to talk about Digital Excellence. We’ve set up a wonderful program, the Digital Excellence Program, which we first presented to our customers during the invite-only event “Digital Excellence in 2016”, held at our office yesterday afternoon.

From ad hoc measuring to incremental improvement

The research we do for many customers in various industries, we often carry out once or twice a year these days. This way our research remains a snapshot that is very useful, but we believe we can achieve more for our customers with our studies and the WPS model. Not as a substitute, but complementary. Because at WUA! we want to help businesses organize the very best digital customer experience across ALL digital touchpoints and for ALL customer journeys within these touchpoints. We think that this can only be achieved by benchmarking and optimizing on customer journey level.

A visitor often gets to a touchpoint with a concrete objective, and it should be possible for them to reach that goal effortlessly, and in an excellent way. Every day we are building on the most comprehensive, high-quality online performance benchmark in the world. Each study makes our benchmark better.

So we want to help companies offer their customers the best possible experience and we want organizations to learn from the best in the industry in order to become the best by beating the best. That is in short wheat Digital Excellence is about and why we like to focus on the Digital Excellence Program. Improve step by step to eventually take the number 1 position in Digital, that should be the mind-set!

Why become the best?

Many marketers and digital leaders want to be the best and win prizes. That’s nice for the team spirit and for growing egos. Our research has shown that being the best is a major requirement when it comes to preference, just look at the image below. The Winner Takes all.

The winner takes it all: number 1 takes 52% more preference

A worked example. Take an industry with annual online sales of 100 million euros. The most popular website runs with 25 million. The number two has to make do with 16 million. Again, the difference with the number three is great. In this example, it gets 12.8 million, just about half the turnover of that of the winner. Collectively, the Top 3 get 53.3 million, which is more than half of the total preference. Organizations that fall outside the top three are missing out.

From brand loyal to convenience loyal

Change has become a constant in digital. Really focusing on the customer and listening to the customer may seem like a difficult task, but it is the only solution. Brand loyalty is shifting towards “convenience loyalty”, and continuously delivering the best experience to all your (potential) customers in each digital customer journey is the challenge that companies are facing.

The Digital Excellence Program of WUA! is not a static solution, but a dynamic journey. Constantly keeping an eye on your own digital steps compared to the steps of the competition in the WUA! Benchmark, based on deep insights from real customer journeys, is the foundation of the program. Not looking at yourself, but looking at how you are perceived relative to your competitors with structural, effective research will help you yield proper digital success.

The ingredients of the WUA! Digital Excellence Program

So you become the best by listening to your customers, by continual benchmarking, and by step-by-step improvement (incremental vs. revolution). The Digital Excellence Program is a continual, structurally applied benchmark study with the following components and principles:

• Gaining insight, direction, and energy
• Monthly tracking
• Flexible setup: single service tasks
• Access to international benchmark
• Larger samples (n=1000, refer to “WUA! increase number of respondents in orientation study health insurance to 1000“)
• Measuring the retention capacity of digital domains
• Measuring the acquisition capacity of digital domains
• Improved reporting structure

Contact and more information

Would you like to know more, or do you have any questions about how the Digital Excellence Program could work for you? Please don’t hesitate to contact us! We can be reached on +31 (0)20-5319710. You can also e-mail us: Klaas Kroezen ([email protected]) or Daan Tames ([email protected]).