1 Re-Imagining Customer Feedback to Drive Action 3 rd Party Feedback and Text Analytics VP, Products [email protected] March 19, 2013 Lee Kennedy
Aug 20, 2015
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Re-Imagining Customer Feedback to Drive Action3rd Party Feedback and Text Analytics
VP, Products
March 19, 2013
Lee Kennedy
4© 2013 All Rights Reserved - Confidential
Re-Imagining of Customer Feedback
Relationships, Mystery Shopping
Surveys, Social Media and others
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Re-Imagining of Connectivity
Then... Now...
Mobile users have outnumbered landlines since 20022.4 Billion Internet users globally in 2012
*Mary Meeker - KPCB
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Re-Imagining of Almost Everything
Desktop / Laptop Tablet / Smartphone
*Mary Meeker - KPCB
Since 2010 Tablets and Smartphone have outsold PCs
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The Volume of Feedback is Growing
30 Million Surveys per Year
50 Million Reviews
2 Billion Check-ins
1 Billion Active Users
500 Million Active Users
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Graveyard of Failed Adaptation
Consumers discovered digital collaboration (wiki)Print edition shut down in 2012
Consumers started streaming content onlineWent into Administration 2013
Consumers moved to digital entertainment contentWent into Administration 2013
Consumers captured their memories digitallyWent into Administration 2013
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Creating Effective Customer Feedback
Lead The Conversation
Understand how you are executing
Follow The Buzz
Uncover trends in whatcustomers are saying
Act
Focus on what matters most to your customers
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© 2013 All Rights Reserved - Confidential
Surveys for structured feedback
Creating Effective Customer Feedback
Lead The Conversation
Understand how you are executing
Follow The Buzz
Uncover trends in whatcustomers are saying
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Focus on what matters most to your customers
Act
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Customers Want to Give You Feedback
30 million customers give survey feedback about their in-store experiences every year
Less than 1/3 believe it is acted on
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2012 Empathica Consumer Insights Poll
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Understand How Much They Care
Recommendation
Overall Satisfied
Revisit Intent
Interior Clean
Ample & Accessible
Parking
Clean & Well Maintained
Exterior Clean & Inviting
Friendly Greeting
Thanked for
Coming
InvitingService
Feel Valued
Employees Enjoying
Their Jobs
Undivided Attention
Efficient Service
Helpful
Employee Service
Good Variety
Good Availability
Exceeded Expectation
s
LOYALTYStore Quality Product Offering
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Learn Why? And How Much?
When you lead the conversation you learn whycustomers the feel the way they do, and how much they care.
When you lead the conversation you do not learnabout what you do not know yet.
Understand how you are executing
Lead The Conversation
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Social media, online reviews and open-ends
Creating Effective Customer Feedback
Follow The Buzz
Uncover trends in whatcustomers are saying
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Focus on what matters most to your customers
Understand how you are executing
Lead The Conversation
Act
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Social Media Influences Consumers
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2012 Empathica Consumer Insights Poll
use Facebook to make restaurant decisions
have tried a brand dueto a social recommendation
75%
50%
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Organizing the Feedback Spectrum
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directed undirected
general
location-specific
survey scores survey open-ends
social reviews
social streams
public web
brand tracking surveys
focus groups
Internal channels
GoRecommend
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CEM Is About Location Improvement
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directed undirected
general
location-specific
survey scores survey open-ends
social reviews
social streams
public web
brand tracking surveys
focus groups
Brand Tracking
Location Improvement
Internal channels
GoRecommend
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Learn What? And How Often?
When you follow the buzz you learn what customers are saying to each other and how often they say it.
When you follow the buzz you do not learn how important things are to outcomes or why they happen.
Follow The Buzz
Uncover trends in whatcustomers are saying
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Ensure consistent execution
Creating Effective Customer Feedback
Lead The Conversation
Understand how you are executing
Follow The Buzz
Uncover trends in whatcustomers are saying
Act
2020
Focus on what matters most to your customers
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Surveys Direct to Brand
Social Media
A Universal Feedback Platform...
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Surveys Direct to Brand
Social Media
...That Summarizes and Simplifies...
Text AnalyticsA B C
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Surveys Direct to Brand
Social Media
... So You Can Act to Improve Experience
Text AnalyticsA B C
Customer Experience Applications
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What Action Can I Take?
As a brand I need to identify systemic issues and trends
As a location manager I need to build new habits for my staff
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What Action Can I Take?
As a brand manager I need to identify systemic issues and trends
As a location manager I need to build new habits for my staff
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Take Concrete Action to Resolve Issues
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Only plate fries after all other items are plated.
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© 2013 All Rights Reserved - Confidential
Creating Effective Customer Feedback
Lead The Conversation
Understand how you are executing
Follow The Buzz
Uncover trends in whatcustomers are saying
Act
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Focus on what matters most to your customers
38© 2013 All Rights Reserved - Confidential
Re-Imagining Customer Feedback to Drive Action
1. Lead the Conversation and Follow the Buzz
2. To Follow the Buzz you need to integrate all of your text content
3. Text Analytics deals with volume
4. You need location-level content to improve customer experience
5. Action at the location is the only way to change the experience
Thank You
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www.empathica.com/products-services/customer-experience/3rd-party-feedback
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