Voice of Customer in the Analytic Ecosystem
Post on 17-Nov-2014
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Voice of the Customer
Using Customer Feedback to Improve Site Experience
The Analytic Ecosystem
To truly understand, manage, and improve customer relationships across all digital touch points, companies need a multi-tiered approach
Customer Experience Voice of CustomerWeb Analytics
Data is largely quantitative and spans both visitor and session scope
Both quantitative and qualitative, focusing largely on the individual session
Largely qualitative in nature and focuses primarily on the visitor by exploring intent, satisfaction and opinion
Voice of Customer Ecosystem
Consumer Backyard Brand BackyardWebsites
Public-facingIntranetExtranet
Online advertisingPublishersAdvertisers
Digital applicationsGadgets/widgetsOnline videoDownloadable productsMobile
Social Networks
Blogs/Forums
Digital Media
Brand Backyard
Websites
Display Advertising Mobile
Gadgets/Widgets
Downloadable Applications
PDF Documents
Messaging
“Someone obviously didn't do their homework…. If someone had, they would've quickly figured out that creating an ad like this, to target babywearing moms, would in essence be knocking us down, spitting in our face, and kicking dirt on us. Babywearing isn't a 'good idea in theory’, it's a good idea - period!”
Messaging
A scarf worn by foodie Rachael Ray in a photograph to be used for a Dunkin’ Donuts ad is at the center of a controversy Wednesday.
The Boston Globe reported that the Canton-based company pulled an ad in which Ray’s scarf looks much like a keffiyeh, a traditional headdress worn by Arab men.
The PepsiCo Americas Beverages division of PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice.
Execution
Empower Customers
Actionable VoC
Prioritize Granular Monitor & Alert
Trend Scope
Real Time InterventionEngage, support and retain customers at the individual level
Custom Comment Card Thank You windows with keywords in the comments combined with contextual data to support customers as they leave feedback
Intelligent linkBulletinInstant chatPriority helpMarketing
opportunity
VoC Integration – Web Analytics
VoC Integration – Customer Experience Management
Panel Discussion
Manoj JasraSpecialist, Web Business DevelopmentShaw Communications
Bill BrunoVP, Business Development & TechnologyStratigent
Web AnalyticsCustomer Experience
ManagementVoice of Customer
Foundational “Measurement & Analysis” Solutions
Marketing Performance Measurement
Campaign Optimization
Content Optimization Multivariate Testing
Consultants
Organizations
Common Definitions
What is overall customer experience?The perception customers have of their interactions with an
organization
What is the perfect customer experience?A set of interactions that consistently exceed the needs and
expectations of a customer
What is the goal of a customer experience initiative? Increase conversion, decrease call center activity, increase brand
loyalty, etc.
Five Stages of Experience-Based Differentiation Maturity
Stage 1: InterestedCustomer experience is important, but
receives little funding
Stage 2: InvestedCustomer experience is very important
and formalized programs emerge
Stage 3: CommittedCustomer experience is critical and
executives are actively involved
Stage 4: EngagedCustomer experience is one of the core
tenets of the firms strategy
Stage 5: EmbeddedCustomer experience is the fabric of the
company; not separately discussed
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Mark KrebsOpinion Lab
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