JPK Group Organizational Intelligence Forum June 16-17 • Boston, MA Voice of Customer Optimization Capture the true insights that drive your customer’s decision making June 17, 11:00am View presentation online at: https://jpkgroupsummits.com/attendee4 Tracy Paterson – Moo
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JPK
Gro
upOrganizational Intelligence Forum
June 16-17 • Boston, MA
Voice of Customer Optimization
Capture the true insights that driveyour customer’s decision making
June 17, 11:00am
View presentation online at:
https://jpkgroupsummits.com/attendee4
Tracy Paterson – Moo
Voice of Customer Optimization Capture the true insights that drive your customer’s
decision making
Meet MOO
Hello, we’re MOO – an online print and design company. We love great design
and believe it can work wonders for every
business, no matter their size. That’s why
we make it simple for our customers to create beautiful, expertly crafted
business stationery and promotional materials
that start conversations and open doors.
Over 1 million customers in over 230
countries
*One million randomly sampled MOO transactions
Our mission
is to help people build a brilliantly designed
professional world they’re really proud of – and have a little fun along the way
We sell to people.
It’s not just business.
It’s not just business.
It’s personal.
When it’s personal,
The customer experience really
matters.
“I’m not a businessman. I’m a business, man.”
10
Delighting our customers
Moving from satisfaction to
delight
Cu
sto
mer
Experi
ence
Our Customers
Love us
We love our customers
Consistently Delivered
Meets fundamental needs
The three VOICES of CX
Measurement
VOC
VOP
Measuring customer
experience
VOE
The three VOICES of CX
Measurement
VOC
VOP
Measuring customer
experience
VOE
Promoters
77.2%
High Referral
High LTV
Low Churn
Passives
15.2%
Low Referral
Medium LTV
Medium Churn
Detractors
7.6%
Negative Word of Mouth
Low LTV
High Churn
NPS - Link customer metrics to financial metrics
We can attribute an estimated value to promoters, passives and detractors
using existing data points. We can therefore understand the value in
moving people from one category to another.
Measurement Analyze business data using a customer centric approach
• Link financial metrics to customer metrics
• NPS and Revenue
• Link operational and customer feedback metrics:
• response time & NPS
• call quality scores & NPS
• Delivery times & NPS
• Product & NPS
• Link employee data to customer feedback data
NPS by Product and Region
50
55
60
65
70
75
80
85
90
US and Canada UK and Ireland Europe RoW
NPS by Region and Product
MiniCards
Square Business Cards
Stickers
Accessories
Business Cards
Postcards/Notecards
Sample Packs
Reasons for Contacting MOO
Reprints and Refunds
Survey Verbatim Survey Scores
Voice of Customer
VOC is not just about the scores
Ask customers only what you
need to know Leverage existing data
1
2
3 4
Collect Complaints Anywhere Anytime
+
Collect VOC from Informal Interactions
+
Analyze Lost Sales
+
Monitor Positive/Negative Word-of-Mouth
Text/Speech Mining
Transactional VOC
+
Relationship VOC
Data Analysis: Patterns, Drivers
• Identify patterns & prioritize
• Survey minimally
• Maximize feedback opportunities
Quantitative Methods for capturing
customer Insight Method Advantages Disadvantages
Email survey Low cost and data can be generalized to
larger customer base
Risk of survey fatigue
Zendesk Tickets Grouping issues into categories can lead
to RCA, ongoing, large sample size
Quantitative analysis limited to
categories
NPS Simple and easy to collect and understand supplementary questions needed to
understand the drivers
CSAT Simple and easy to collect and understand Only measures service interaction
quality
Phone survey Low cost and data can be generalized to
larger customer base if sample size large
enough
Relies on customer success to ask
question
Salesforce data Low cost Relies on Account Managers filling
in information in Salesforce
Feedback button Real time feedback from time of order Could be perceived as contact form
Brand Survey Low cost and data can be generalized to
larger customer base if sample size large
enough
Long survey and long lead time
Qualitative Methods for capturing customer
Insight Method Advantages Disadvantages
Customer Forums Customers bounce ideas off each other,
ability to dig deeper on issues, customers
benefit from networking opportunity
Expensive, time consuming to
organize, difficult to recruit
customers
Customer Phone
Interviews
Ability to dig deeper into issues, can ask
about specific issues on an as needed
basis, great for user testing
small sample size, difficult to
recruit customers, time
consuming
Customer Visits Ability to dig deeper into issues, can ask
about specific issues on an as needed
basis, great for user testing, can see
customers in own environment
small sample size, customer
base is spread across the world
UX evaluation
Study
Ability to dig deeper into issues, can ask
about specific issues on an as needed
basis, great for user testing
Only focused on UX issues
Account Manager
& Success Phone
calls
Customer led feedback, Large amount of
information, great for adding color and
context issues and tell the customer story
Time consuming to listen to and
categorize calls
Customer Advisory
Board
Ongoing, can test and enquire about
specific issues, great for adding color and
context issues and tell the customer story
Could be difficult to recruit
customers
Closing the loop on all feedback
Low scores
Task created
Customer contacted
Problem solved
Case closed
High Scores
Customer contacted
Feedback recognized
Employee acknowledged
Success Celebrated
Qualitative Feedback
Root cause Analysis
Quarterly reviews
Improvement roadmap
Service Excellence
The three VOICES of CX
Measurement
VOC
VOP
Measuring customer
experience
VOE
Focusing on the employee experience
• VOE is NOT Employee Engagement
• Turn the CX lens on the employee journey and what obstacles are
in the way of helping customers achieve their goals
• Voice of the employee surveys - enabling employees to provide
feedback about customer experiences engages and empowers
those employees
• Close the loop with employees - tell them exactly what is being
done with the feedback they’ve provided
• Report the feedback from employees alongside customer
feedback
Three questions:
Do our employees use
our products and services
themselves?
Do/would they Recommend our
product and service to others?
How great do they think the
customer experience is?
Share with employees their impact on customer
experience
• Share Voice of Customer data with frontline employees in real
time
• Connect the dots between feedback, customer service, product
delivery, operations, performance, marketing
• Focus on those touchpoints that employees can influence and/or
control
• Encourage proactive vs. reactive action –go beyond solely
reacting to the “issue of the hour”
• Talk often about what drives customer loyalty
Rewards and Recognition
• What gets measured gets done. What gets rewarded gets