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M.A.C Customer Relations Management Program

M.A.C Cosmetics Customer Relationship Management is very unique as the brand is centralized around its consumers. The makeup authority tailors its products to its customers. M.A.C is diverse and carries products for all ages, races, and sexes M.A.C stand out from other brands in that it customizes its products for every complexion and skin tone. In addition, the company values its loyal customers by offering free samples, discount and even exclusive and select products. Another great experience that M.A.C offer to it consumer is makeovers from its onsite makeup artist. At any moment a consumer can walk into a M.A.C Cosmetics store and have one their artist create a unique look for them and offer tips that are unique to the consumer. The brand has even increased the consumer experience via innovation featuring an RFID enabled digital interactive makeup station. This unique innovation not only supports the artist but also enhances the customer experience. For example, as the artist prepare a customer for a product demo the makeup station transform into a content rich display. Presentations can be shown in their own language and photos of the unique look and product trials are shared via text or email.

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Customer Service Policy

M.A.C has very unique customer service policies to provide customers with a pleasant experience. M.A.C customers have several different ways to contact customer service with question or inquiries. The website has Live Chat available Monday thru Friday from 10 am – 10 pm EST. In addition, customer service is available by phone 24/7 and even includes a separate number form M.A.C Pro Customers. Customers can even contact customer service via email for issues regarding their order, account, website, product availability or concerns, M.A.C Stores or other general questions or comments. These emails are answered with 24 hours of receipt provide a quick response o consumer needs (www.maccosmetics.com ). In addition consumers can email a M.A.C Cosmetics’ artist for application tips, shade matching advice and more expert advice.

Website Navigation

M.A.C is dedicated to providing a pleasant customer experience in every aspect of doing business. One way in which the makeup authority provides this experience with a design for the company website that is user friendly and easy to navigate. The website is equipped with bolded header tabs that when clicked open up a list of subcategories making it easy for consumers to located what they’re searching for. In addition, the site includes a search bar for consumer to type their inquiries to locate products and service quickly. That the bottom of each page, the website offers a headers with a list of categories related to that header tab that can be selected that provides general information about the company, customer service information, account information, as well as located stores and makeup service in addition to information for purchasing gift cards. The website is super organized and designed to male navigation just as pleasant as the shopping experience.

Customer-Facing Business Processes

M.A.C Cosmetics truly value its customers and encourages consumer comments and feedback. The brand invites consumers to participate in surveys and list product rating and comments from customers on product purchases. In addition, the website has a category for bestseller products based on consumer purchases and feedback. The company uses its feedback to meet its consumers’ demands and to offer more products that consumer love and want. The brand produce its product from the very beginning with consumers in mind making sure that they stick to the motto of providing products that are truly catered to all age, all sexes, and all races. The products are marketed in a way that highlights their diversity and ability to meet consumer needs. For example, many of M.A.C Cosmetics’ products can be used on the face, lips, and eyes, making them very versatile and with the bold, vibrant, and long-lasting ability can be worn anywhere and by anyone. One of M.A.C’s best customer-facing business processes is innovation. The brand is always introducing new collections and products to consumers and even products introduced for specific cosmetic needs that consumers may be looking for such as brushes for the perfect liner or primers that offer longevity and keeps makeup fresh all day. M.A.C truly knows customer service.

Usability testing is often thought of as a method for finding flaws in a website or application, but it also reveals what works. In a usability test, people who are representative of the target audience are given realistic tasks to perform with the website, and what they do and what they say are observed by a research team.

By learning about how your customers think and what they want, you can shape your website to better meet their needs. Without seeing or hearing actual customers, you may be depending on lucky guesses about what will appeal to them.

A usability test can identify problems that annoy and discourage website users—problems that are often connected to low conversion rates or sales. These problems can be fixed, but only after they are identified by observing people using the website.

Improving the usability of your website can reduce help desk or customer call center costs and give you a competitive edge in the market. Making websites that are easier to use shows that you value your customers and are looking out for them. This is a great way to build good and long-term relationships with your customers.

Our Approach

Usability Sciences conducts usability tests in its custom-built, state-of-the-art lab or at a facility of your choice.

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1. We start by working with you to understand your research objectives, identify your target audience and determine which assets will be evaluated by participants (e.g., prototype, live website or application, etc.).
2. Your assigned research team will then develop a test plan, which includes the task scenarios and moderator questions that will be used to ensure all necessary feedback is gathered during the test sessions.
3. In parallel, Usability Sciences’ in-house recruiting team will screen and schedule participants who meet your target audience.
4. One-on-one test sessions (either 60 or 90 minutes long) are conducted over several consecutive days. During the test sessions, participants perform defined tasks and are asked questions about what they think about the website or application.
5. After testing is complete, the results are analyzed and compiled into a report, which contains actionable recommendations for fixing the observed issues with the website or application.

The Results

Making your website easier to use benefits not only users, but also your company: which item would customers select, one that is effortless to use, or one that creates extra work and hassle?

In a usability test, you will see people using your website in realistic situations, as well as hear them describe their experience in their own words. You may see them do unexpected actions or hear suggestions for new features; most importantly, you will get insights into how your users think.

Usability testing reveals information about your users that web analytics and surveys are unable to capture, because the moderator can probe each user further on issues or statements that come up in the course of each session. The line of questioning can be tailored for each user’s individual way of using the website; this way you can go deeper into a user’s thought process, rather than having to guess. You’ll get to know your customers better through usability testing.

Usability testing will also help you answer the following questions:

• Is there anything in the website that is unclear or confusing?
• Would users prefer the website to look or behave differently?
• Which features are of highest value to your target customers?
• Are there any features or content missing from the website?
• Are user expectations different than the intended functionality?

Related Services

Usability tests come in many flavors, and Usability Sciences offers a variety of types to meet your specific need:

• Mobile & tablet testing:usability testing of your website or application on a mobile or tablet device
• Express usability testing:a quick-turn-around usability test focusing on a portion of your website
• Remote usability testing:remote usability testing using web-conferencing technology
• Online usability testing:web-based unmoderated usability testing focusing on a larger response set
• In-country testing:usability testing in the location and language of your choice

How Can M.A.C Cosmetics benefit from Website Usability Testing

Although M.A.C Cosmetics website is pretty well put together there is always room for improvement to remain up to consumer expectations. A website usability test could really benefit the brand in the sense that it can test its website usability and use the results to improve the website to provide an even better user experience for its customers. The company could also use this testing to compare its website’s usability to its competitor’s usability and use the feedback and results to make sure they’re remaining at the top of the market while providing a unique experience for its consumers that sets it apart from its competitor’s websites. M.A.C can use this test to make sure that the mobile usability of the website meets the recommended standards as well. Even if the company decides it doesn’t want to make changes to its website based on the usability testing, it is still good to know where they stand in term of usability of their website.