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Thursday October 11th 2007

Keynote systems helps Woolworths prioritise customer experience in bid to boost web performance

Archived article dated Thursday October 11th 2007

Keynote Systemshas announced the signing of a strategic agreement with Woolworths Group plc.

Woolworths has chosen to implement Keynote's WebEffective on-demand research solution, to conduct online customer experience research to help the company truly understand the attitudes and intentions of its online visitors.

Keynote's solution will enable Woolworths to gain a deeper insight into exactly why users are visiting the website and extend its knowledge on how users are interacting with the site. Keynote will then design, develop, launch and analyse an in-depth evaluation solution to address Woolworths' key business objectives and provide unparalleled analysis into how to intelligently plan online business strategy.

Using Keynote's WebEffective tool, Woolworths will conduct in-depth customer experience studies over the internet by inviting large samples of users to engage in specific online tasks. WebEffective tracks users' behaviour as they pursue real activities on the website, such as searching for information or purchasing a product. The on-demand solution combines the behavioural aspects of clickstream analysis, the quantitative data of surveys, and the qualitative feedback of usability labs to reveal the true motivations, perceptions and behaviour of customers, whilst providing invaluable feedback.

"Customer experience testing such as this is critical in matching intent on the Woolworths site with actual performance and customer experience," said Don Aoki, senior vice president and general manager of the Customer Experience Management (CEM) unit at Keynote. "While Woolworths may know 'who', 'where' and 'how many' visitors access the website, this information is only partially useful without knowing the 'why' behind them. Woolworths has signalled its intent as an organisation that values its customer and is focused on providing the best possible online service for both new and existing customers. Our WebEffective solution will empower Woolworths by uncovering user insights that inform decision-making and improve business metrics. Whether realised by improving transaction success, reducing customer support costs, enhancing website usability, or refining lead generation, a better online user experience leads to enhanced profitability."

Woolworths has previously used Keynote's Application Perspective product a software-as-a-service and root cause diagnostics solution for e-business applications.

"Having been a satisfied, long-term user of Application Perspective, Keynote's synthetic end-user experience measurement services, we were intrigued when we heard about WebEffective, Keynote's on demand research tool and its ability to measure the attitudes and behaviour of real online users," said Mark Batty, online marketing manager. "With WebEffective promising to deliver this new level of insight into the motivations and perceptions of our online users, we look forward to more-effectively targeting the resources we dedicate to the continuous improvement of the Woolworths.co.uk end-user experience, benefiting our online customers and visitors alike."

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