Building an Effective Voice of the Customer Program

www.userzoom.com

Webinar:

Building an Effective Voice of the

Customer Program: Going Beyond Surveys, Tweets, Complaints

and Big Data

Joanne Kok, Market Researcher and Business Strategist

#uzwebinar

www.userzoom.com

Joanne Kok

Market Researcher and

Business Strategist

Speaker

Alfonso de la Nuez

Co-Founder and Co-CEO

UserZoom

Moderator

Speakers:

www.userzoom.comwww.userzoom.com

• Chat box is available if you have any questions

• There will be time for Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the

slides/recording

• Twitter hashtag: #uzwebinar

Quick Housekeeping

3

www.userzoom.com

• UserZoom offers an all-in-one, multichannel and

agile approach to managing digital Customer

Experiences. We enable Businesses to cost-

effectively plan, research, design, and measure

CX and UX on a unified software platform.

• Founded in 2007; launched SaaS platform in 2009

• International company, offices in Silicon Valley, Spain, U.K., Germany

• 66 employees

• 50% of Fortune’s Most Admired Brands.

About UserZoom

www.userzoom.com

Highlighted Customers

5

www.userzoom.comwww.userzoom.com

About UserZoom

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1. Listen

Intercept surveys and

feedback tabs

Continuously listen to

your customer4. Measure

Web & Mobile VOC

Continuosly Measure

Customer Satisfaction

2. Research Define UX & Usability

benchmarks

Scale UX research with

online/remote testing

capabilities

3. Test & Act Prototype Testing

Card Sorting & Tree Testing

Cost-effective Remote

Usability Testing

Holistic, all-in-one, approach to CEM

www.userzoom.com

UserZoom CEM Platform & Solutions

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Intercept Surveys

Feedback Tabs

Mobile App VOC

Remote Usability Testing

Mobile Usability Testing

Card Sorting

Tree Testing

Screenshot Click

Testing

Screenshot Timeout Testing

Online Surveys

UsabilityData

Survey Responses

IA Data

Behavioral Data

Video Recording

VOC & Survey

SolutionsUX & Usability Solutions Results

Access to Quality Panels

Customer Success & Enablement Services

UX Research

& Consulting Services

www.userzoom.com

• The landscape today

• Getting started

• Improving the effectiveness of VoC programs

• Q&A

Agenda

8

www.userzoom.com

“U.S. CIOs expect their external IT budgets to

increase 4.8 percent this year -- compared with a

5.2 percent increase in 2013 -- while European

CIOs expect a 3.7 percent increase, compared with

a 3.5 percent increase in 2013…

Projects that will see the largest percentage

increases in spending this year will involve

cloud computing and data analysis.”

9

Analytics major focus of 2014 IT investment

Source: Morgan Stanley Research

The landscape

www.userzoom.com10

Behavioral analytics do not help explain “whys”

Source: Cambiar Research

0 20 40 60 80

Web analytics

DIY Research

Proprietary online panels

Innovative digital qualitative

Social media listening

MR online communities

Emotion measurement

Mobile

Research types of interest to clients

Integrated Trying Planning to try

The landscape

www.userzoom.com

The definition is all-encompassing

12 Source: Wikipedia

The landscape

www.userzoom.com

Platforms and

programs

Vertical

players

Measurement

specialists

Unstructured data

specialists

SaaS players Communities

There are so many potential VoC partners

12 Sources: Google, Forrester Research, VoC Vendor Landscape 2014

The landscape

www.userzoom.com

Which is your largest 2014 VoC investment?

• Ramping up internal expertise and teams

• Large-scale research or consulting engagements

• Self-service tools (surveying, monitoring, analytics, etc.)

• Customer communities

• Customer support response systems

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Poll question

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Evolution of the VoC program

Case study

0 1 3 5 …

YEAR

Monthly customer

support survey

Annual site experience benchmark Monthly post-

trip survey

Quarterly site experience

survey

Ongoing site feedback channel

Ongoing surveys for all touch-points

Mobile ongoing feedback channel

Annual CE improvement

forum

Monthly CE improvement

forum

Scale to distribution

partners

Scale to other brands / markets

Ongoing customer

support survey

Daily reporting dashboards

Text analytics implemented

Alerts and response system

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www.userzoom.com

Early innovation

Start-up launch

Grow

OptimizeMature / wind-down

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Design a simple, relevant, scalable program

Getting started: Acquire information and context

RE

SE

AR

CH

FO

CU

S

• Customer definition

• Advisory councils

• Brand value proposition / positioning

• Product feasibility

• Prototyping

• Usability

• Pricing / distribution strategy

• Customer acquisition

• Performance monitoring

• Removing UX friction

• Merchandising(cross / up-sell)

• Product extension (new features)

• Market / brand extension

• Product mix shifting

• Retention drivers

• Reducing unattractive customers and costs

Continuous innovation

www.userzoom.com

• Use relevant methods

– Quantitative v. qualitative

– Nature of respondents

– Number of touch-points

– Frequency of data collection, analysis and reporting

• Full-service, self-service or somewhere in between?

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Right-size your efforts


www.userzoom.com

Primarily focused on external vendors and tools

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www.userzoom.com

Insights often lacking or aren’t actionable

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www.userzoom.com19

Pure research approach / skills is not enough


Moving out of your comfort zone

Analyst or administrator

requirements

• Research design and

analytical skills

• Consultative capabilities

• Data collection and analytical

tools / partners

• Business / organizational

knowledge and integration

Additional program manager

requirements

• Effective communication and

conflict management

• Strategy, planning, governance

• Credibility, personal, cultural

influence

• Patience and tenacity

• And much, much more…

www.userzoom.com

• Inadequate internal expertise / experience

• Inadequate tools / time / budget

• Lack of clarity in business goals

• Lack of engagement or alignment within company

• Complex business requirements

What is the greatest challenge you face?

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Poll question

www.userzoom.com

Nothing changes if you’re not prepared to fix it

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Getting started

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Shifting focus from insight…

Improving effectiveness

Data acquisition and analysis

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… to action


Strategize

Prioritize

Acquire

Collaborate

Evaluate

Assesses what you have to work with

so you can right-size efforts and

expectations

THE BIG PICTURE PLAN

Nurtures a culture of learning and

collaboration and a process to

transform insights into business results

THE MEANS TO GET IT DONE

www.userzoom.com

• Purpose and priorities

– Are initiatives competing for

attention or are there

opportunities for synergies?

• Maturity

– Skill and experience

• Size

• Who are key stakeholders?

• Appetite for investment

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Assess the landscape, stakeholders, initiatives

Improving effectiveness: Strategize

www.userzoom.com

• Who is your champion?

• Who is your sponsor?

• What drives company profitability?

– Which customers are core to your business?

• What matters most to customers and is impactful?

– Customer weighting

– Best in class and competitive benchmarking

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Outline your VoC program sponsor and goals

Improving effectiveness : Prioritize

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Connect CE, revenue and operations

Improving effectiveness : Acquire information and context

Customer Experience

RevenueOperations

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Example: linking events, systems and owners

Improving effectiveness : Acquire information and context

www.userzoom.com

• Define ownership, actions and accountability clearly and fairly

• Pre-test findings and learnings internally

• Cultivate allies and collaboration, not confrontation

• Create forums for communication, skills training and design solutions (quick hits and fixes that build)

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Cultivate ownership and empowerment

Improving effectiveness: Collaborate

www.userzoom.com

Two most common perspectives in business

Often at product or technology-

driven companies or teams

Frequently at sales / marketing-

driven companies or teams

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Inside-out Outside in


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A successful VoC program bridges perspectives


www.userzoom.com

• Track KPIs, progress and

expectations on when the

metrics will follow

• Feed improvement

priorities into budget and

planning

• Optimize VoC activities

• Adapt as business, trends

and methods change and

evolve

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Conduct regular VoC program retrospectives

Improving effectiveness: Evaluate

www.userzoom.com

What worked once, won’t always work again

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Improving effectiveness: Evaluate

www.userzoom.com

• Assess your organizational landscape (priorities, maturity: skills and experience, size, appetite for investment)

• Determine key stakeholders and initiatives

• Who is your champion? Who is your sponsor?• What drives company profitability? Which customers are

core to the business? Which drivers matter most?

• What’s the customer journey / value chain map look like?• Which touch-points and metrics matter most?• Design a simple, right-sized and sustainable program

• Define ownership, actions, accountability clearly and fairly• Cultivate allies informally• Create public forums for communication, training and

designing solutions as well as driving innovation

• Track KPIs and business progress, feed into planning cycle Optimize VoC activities and adapt as business needs, technology / consumer trends, research methods evolve

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How to build an effective VoC program

S

P

A

C

E


www.userzoom.com34

Some other thought-provoking resources


www.userzoom.com

• Change is never

easy

• Understand your

strengths, leverage

them and nurture

partnerships

• Start small, lots of

pilot projects, iterate

and then evolve

• It’s a

gradual, learning

process

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A word of caution


www.userzoom.com36

Strive for organic responsiveness


www.userzoom.com

Q&A

37

www.userzoom.com

Final feedback

Which is of greatest interest for future VoC webinars?

• Strategy and planning

• Data collection

• Contextual mapping

• Nurturing collaboration

• Optimizing and adjusting programs

38

Poll question

Building an Effective Voice of the Customer Program

Technology

voc program webinar

customer program

voc investment

joanne kok platforms

voc vendor landscape

big data joanne kok

joanne kok market researcher

scalable program