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In this week’s episode of Growth Interviews, we invite you to join our podcast conversation with Steven Shyne. As a Senior Consumer Experience (CX) Strategist, Steven is a researcher first and a marketer second. Whether working with Ecom, B2B/lead gen, EDU, or government/municipal clients, he strives to improve his clients’ website performance and business metrics with a data-backed, user-centric approach.

Growviews get insight into the customer journey? steve shine.

Here Are Today’s Takeaways

  • How to monitor the right kind of data – 04.55
  • How to get more value from existing customers – 09.37
  • What’s the starting point in building a great strategy  – 13.59
  • How to look at and interpret the data – 07.46
  • Fresh ideas for eCommerce growth – 20.38
  • How to add value with marketing – 27.42

Welcome to Growth Interviews!

Welcome to Growth Interviews, the fun, stimulating, and engaging series of conversations driven by digital business growth. Our mission is to provide valuable insights from the eCommerce arena and each episode is a fascinating quest through the best-kept business secrets and money-making strategies of an insightful world-class expert.

Both the creative and analytical worlds are second nature to the marketing expert Steven Shyne. He is driven by and thrives in the pursuit and acquisition of knowledge and experience. A simple yet profound motto shapes his every decision and it’s very inspirational! ‘Do that for which you can be proud.’

Press play and dive into one of the best talks on consumer experience!

How To Monitor The Right Kind Of Data

An illustration of people collaborating on a website testing project, with a large screen displaying website elements, gears symbolizing processes, and a checklist for testing tasks.

All companies are harvesting incredible amounts of data about their customers, data that hides everything a company needs to know about its customers. But even though the data hides numerous insights on every customer and there are a lot of opportunities to dig deeper and based on surveys to find out more, many companies prefer using the data superficially, taking out just a few parameters and heavily investing in advertising and media buying.

In the latest Growth Interviews podcast, our guest, Steven Shyne explains that there are two tactics to deal with data correctly and they are sometimes complementary. One is not to get overwhelmed with too much data when the interest of the company is to gather new clients. Many industries rely heavily on new customers as product rotation is much slower. 

There are also industries where the focus should be equally divided between new client acquisitions and retention. In this situation, the data is important and should be used to find out more information about customers’ preferences and as a consequence create and adapt specific communications to that target to retain more.

The Race For New Customers And The Value In Repeat Customers

Loyalty members make more purchases and have higher order values than non-members, especially during holidays.

The bigger a company gets, the more sophisticated its internal organization is with more departments interlinked and more approval chains that isolate specialists from different departments instead of helping them work together more easily. The effect of such an organization has resulted many times in flawed internal communication that impacted the quality of customer communication in specific segments. 

Steven Shyne observed that most of the specialists living in their bubble tend to be marketeers, who are only focused on their part of the job and on new customer acquisition which takes the eyes of the already existing customers. 

The logic of such a strategy goes hand in hand with aggressive sales campaigns that are often time requested before analyzing the entire data and before properly segmenting the existing clients. 

The increasing competition imposed some changes and companies started changing their mentalities. “We see a lot of success with companies that put the customer first and then wrap their departments around it versus saying these are the different departments that we have and hope that the customer flows through it nicely,” observed Steven Shyne. 

“So, I think if we can try to change our mindset not just say, oh I’m in marketing I’m only going to worry about marketing or I’m in the product I’m only going to worry about the product. If we offer our minds to open to the overall customer journey and understand what they’re going through and try not to just shove it off to someone else, we can improve that and increase our retention rate.”

The most successful companies, like Alaska Airlines and Starbucks, really proved that they’ve tried to reduce the pain points of the customers like long lines of waiting and that’s just one example. In Steven’s opinion, they are two different companies that do a great job of understanding the whole customer journey and are trying to bridge between advertising, marketing, sales, and experience. And their success is not questionable nor unimportant for anyone in marketing.

Start With Research And Segmentation Personalization

Strategies for market segmentation include researching the market, identifying segmentation criteria, performing market segmentation, developing targeted marketing strategies, and evaluating the effectiveness of the segmentation strategy.

Steven Shyne is an expert researcher who believes in the power of data and in the insights it gives. For an eCommerce company to grow his methodology recommends starting with research first and finding who the customer is. ‘I would start by understanding and defining who we’re talking to because we can so easily just try to talk to anyone but maybe they’re not a very valuable audience or maybe they’re just an audience responding to us but they’re only going to buy from us one time. 

That’s not the point. That’s not going to keep you in business if you’ve talked to people that are just going to buy from you for one time only.’ , ‘I’d want to start with some research; understand who we’re talking to, who we’re working with, and then kind of craft the message around that.’

Research leads to segmentation and clear segmentation leads to personalization. The most important aspect is not the personalization of one type of message on one type of channel but the creation of completely different conversations. As Stevens says: ‘We have to understand each of those different segments and talk to them differently.’ Talking to the clients ‘language’ is the way to go for personalization in Steven Shyne’s vision.

How To Look At All That Data?

Not only the amount and of course the accuracy of the data matters but also how we look at it. There is quantitative data and qualitative data and there is also a relation between the two. Using only one source is not going to give the full picture so Steven Shyne recommends a blend of quantitative and qualitative together to have the full picture. Mixing the data insights will result in a clearer image of the client segments but to understand them better, get deeper into their preferences, and build a complex buying persona for each segment, some split testing and experimentation should be carried on.

Ideas For E-commerce Growth

Five ways to grow an eCommerce business quickly: invest in SEO, up your content game, utilize social media, invest in paid advertising, and optimize your website.

eCommerce landscape is changing with unprecedented speed and it’s pushing digital marketeer to design increasingly complex strategies and permanently try and test innovative tactics. Expanding communication on all available and suitable channels has become a must. But the one piece of advice Steven Shyne offers is to ‘get more insight into that customer journey’ with inexpensive, easy-to-use digital tools that reveal the qualitative data. 

‘It can be grabbing someone who might be a potential customer and asking them a couple of things about your website.  There are a lot of inexpensive heat mapping, user recording, and mapping tools and there are many to choose from. Many of them offer a free trial. Do that, just start. Just start getting some qualitative data to marry your quantitative data and you will unlock those insights. You will understand your audience a little bit better. Maybe it’s just the audience on a particular page. You will certainly have those aha moments.’

Strategy For Added Value

Cycle to add value: Start with strategy, measure, plan, and execute.

Gathering quantitative and qualitative data, putting it all together, and creating a clear image on the clients’ profiles is something that in Steven Shyne’s opinion will only bring added value. Defining the path of customer behavior, finding out what the triggers are, and what interests them in the short run, but also understanding their evolution to continue to offer them what they are looking for is what all eCommerce should start doing. 

The fast-paced technological age we live in offers a plethora of inexpensive and easy-to-use digital tools that are helping marketers see and understand customer behavior so that they can further provide with better products, services, and offers or ease the friction points. ‘Just the fact that we have tools that can index websites and really, you can visualize funnels, you can understand flows, you can see those breakdowns, you can see where people are and aren’t clicking and help get to this faster is phenomenal.’

Conclusion

eCommerce is an ever-changing landscape that grows and transforms and pushes all players to become better, invest more in their image and communication, and polish their marketing tactics. Customers are not just mere visitors and buyers anymore and the relation is not unidirectional anymore. Customer engagement and the quality of the interactions are at the forefront of customer retention but to do that, marketers have to know who their customers are and the key is in the data.

We hope you enjoyed our video interview with Steven Shyne!

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Frequently Asked Questions

What are some effective ways to improve internal communication and collaboration in a company?

Improving internal communication and collaboration can be achieved through several methods. One approach is forming cross-functional teams that involve members from different departments to work together on projects. This fosters a better understanding and cooperation among various parts of the organization. 

Additionally, scheduling regular meetings for departments to share updates and progress helps keep everyone informed and aligned with the company’s goals. Using integrated communication tools like Slack or Microsoft Teams can also facilitate seamless and efficient communication across the organization.

How can companies balance the focus between acquiring new customers and retaining existing ones?

Balancing the focus between acquiring new customers and retaining existing ones requires a strategic approach. Utilizing data to understand customer preferences allows companies to tailor their communications effectively. Segmentation plays a crucial role as well, where businesses can identify and target specific customer segments for personalized marketing efforts. Regularly gathering and acting on customer feedback is essential for continuously improving both acquisition and retention strategies, ensuring that the needs and expectations of both new and existing customers are met.

What initial steps should eCommerce businesses take to understand their customer base better?

For eCommerce businesses to gain a better understanding of their customer base, starting with thorough research is essential. This involves defining who the customers are and what their needs and preferences are. Conducting surveys and gathering data on customer behavior helps in segmenting the audience effectively. 

Once the segments are clearly defined, businesses can personalize their communications and marketing strategies to cater to the specific needs of each segment, enhancing customer engagement and satisfaction.