Voice of the Customer in Travel

• 1. 9VOICEJUNE OF THE CUSTOMER ! VISITOR !PRESENTED BY MATTHEW NIEDERBERGER

2. "Beafraid of our customers, becausethose are the folks who have themoney.Our competitors are never going to sendus money. Jeff Bezos 3. I know what my WHY?visitorsRESTRAIN THE HIPPOwant! 4. Letme checkmy crystalAGAIN, WHY? ball. INTUITION CAN FAIL YOU 5. Whatwould you do?SERIOUSLY, WHY? VISITORS PAY YOU 6. Im ready to listen!EXACTLY!DIRECT DATA IS PRICELESS 7. INTERPRETATION INDIRECT DATADIRECT DATAINTERPRETATIONBy Researcher/Analyst Web Analytics Voice of the CustomerNot Required A/B Testing Heuristic ResearchWeb PerformanceLab User Testing Task Based Testing"Information that is lacking often invites competing interpretations." "The Drunkards Walk: How Randomness Rules Our Lives" by Leonard Mlodinow 8. WHY GIVE FEEDBACK?FOR THOSE MOMENTSWHEN YOU NEED TO VENTGOAL: BUYGROCERIES 9. WHO STILL DOESIT OFFLINE?CONVENIENCE INCREASES RESPONSE 10. THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Missed conversions 11. THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Experience others perceptions 12. THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Customer Service Check-up 13. THE ONLINE REALMTOO EASY TO EXPRESS YOURSELF Not only bad news... 14. "Zapposunder promises & over delivers.Ordered a pair of shoes & had tochange the order.Phone person silently added overnightshipping.Joshua Porter 15. ...but sometimes people are never heard!SOMETHING TO SAY EVERYONE CAN AND WANTS TO.. 16. Read my lips, no new taxes!PEOPLE ARE PEOPLEATTITUDE RARELY MATCHES BEHAVIORPEOPLEDONTALWAYS DOWHAT THEY SAY! 17. ISNT THEREI KNOW WHERE ANOTHER PROJECT I YOU LIVE!CAN WORK ON? LISTEN TO ME! DONT LISTEN TOALWAYS LISTENNO, TO ME! THEM, YOUROCK! BUT LEARN HOW TO FILTER 18. SurveysFeedbackCHOOSE A SOURCESocial Media What VALUE IS IN THE CONTEXTare they saying?Blogs Review Sites Forums 19. SURVEYS FEEDBACK Complete visitPer pageGOAL DEFINES TOOL Often post visit During visit WHAT BEST SUITS YOUR NEEDS? Your questionsVisitor determins subject Multiple questionsOften single questions Gives complete picture Good for localizing issues 20. SURVEYS FEEDBACKAPPLES vs. PEARS iPerceptions (4Q) ForSee Results SurveyMonkey KampyleKISSinsightsFeedbackifySTAY FOCUSED ON YOUR GOALSurveyGizmoGoogle SpreadsheetsFEEDBACK (Community) GetSatisfactionUserVoice 21. 1 DETERMINE WHATDetermine what you want to nd out from your visitors. Setthat as a goals and stick to it for the duration of your test.WHICH APPROACH?2 DECIDE HOWChoose a Survey or Feedback approach. Also, make sure thatyou have the resources to take actions on the outcomes. IT DEPENDS3 RESEARCH RELEVANT TOOLSTalk to IT and discuss what is possible as far as technologyon the site is concerned. Find out if the selected tool willallow you to research what you need to reach your goal.4 IMPLEMENT & DEPLOYImplement the tool correctly, test and then deploy it. Monitorresults to guarantee that the tool does not affect visitors andthat you are getting the data you need. 22. Aslong as you follow the samesources as everybody else you will thinkand do the same as everybody else.What you have to do is go out thereand find the secrets. Lizzie Finn 23. 1 62%4Q Suite 38% 4 Satisfaction overall %THOMAS COOKQUESTIONS53% A LOOK BEHIND THE SCENES 47%43%Task completion overall %COMPLETION RATIO12% 10% 25%57% OF VISITORS Purpose of visit overall % (GREEN = BOOK A HOLIDAY) 24. SearchersHomecomers ComparersTRAVEL CYCLE TypeA TRAVELLERS LIFECYCLEVisitor BookersHoliday GoersPost Bookers 25. ANALYZE part I DIGGING FOR GOLD 26. ComparersVISITORS PURPOSEPurposePREPARE YOURSELF Searchers of VisitBookers Post Booking Contact SeekersGeneral Contact Seekers 27. MARCH 2011 31%GOAL: COMPARE PRICES 70 Lastminute May-holidayTAKE62SearchersACTION 5754Identify Trends53 51 Lastminute May-holiday ComparersCONVEY THE RIGHT MARKETING 35 31 MESSAGE AT THE RIGHT TIME 262621 18 13 10 11 120 Sea CoBorchmpoke areers rs rsJanuary 2011 February 2011 March 2011 April 2011 28. WERE YOU ABLE TO...THE GOAL IS ONLY HALF THE STORY...nd what you were looking for?...compare holiday prices?...book the holiday you wanted?...nd our contact details?...have your question answered? 29. PRICING ISSUES IN MARCH -20% VISITORS WHO COULDSUCCESFULLY BOOKTHEIR HOLIDAY -80COMPARING TASKS 60MONITORING YOUR VISITORS SUCCESS40 EFFECTS PRICING ARE ALWAYS20PROBLEMSAROSETANGIBLE0JanFeb Ma ApMa uar ruarrchril y yySearch Compare Book 30. OPEN QUESTIONS LET YOUR VISITOR TALK 31. Functional RequestLOOK FOR OPPORTUNITIESAVOID N=1 SITUATIONS Functional Problem No Availability Poor InformationCross Channel 32. ANALYZE part IIDIGGING DEEPER 33. SLOW LOADING PAGESDIFFICULT NAVIGATION 53% OF ALLPROBLEMSGOLDEN OPPORTUNITIES302825CATEGORISE23VISITOR DETERMINES WHAT MATTERS 1615158 84 4 0 PerNa FoOnPriAvInfo forvigrm-sitcingai lab rm m atios es ility atioancn earne ch Complaint 34. 37% 13%SENTIMENT 3%4%DIVING INTO THEOCEAN OF EMOTIONS 43%Very PositivePositiveNeutralNegativeVery Negative 35. VERY NEGATIVE +TECHNICAL PROBLEMS IRRITATION - visitor cannot reach goal CORRELATE TRUST - brand damageEMOTIONS WITH PROBLEMS SELF CONFIDENCE - feels bad about not being able CUTEKITTENSWONT HELP 36. ALWAYS TAKE ACTION INTEGRATE WITH CEM 37. ATTITUDEBEHAVIOR MONEY... MOUTH...SESSION REPLAYMATCH ATTITUDE WITH BEHAVIOR Tealeaf PION Clicktale 38. OUTSIDE OF THE BOX INTEGRATE WITH WEB ANALYTICS 39. 13% 13.00% 12%11%Percentage bookers of all visitors 10%SEGMENT VISITORS6.50%SEEK OUT BASED ON INTENTION0%JanFebMaAp uar ruar rch ril yy 40. TRUE INTENT CONVERSION RATEtotal # orderstotal # visitors TRUE INTENTIONorHOW MUCH ARE YOU REALLY LOSING? total # orders total # visitorswith an intention to book a holiday 41. Total # of visitors200.000Total # of bookings (orders) 9.000Average Order Value 1.000Conversion Rate0.45% SHOCK & AWETotal # of visitors with intent to book 24.000GO AFTER THE BIG KAHUNA Total # of bookings (orders) 9.000Average Order Value 1.000True Intent Conversion Rate37,5% $1.500.00062,5% of visitors who had the intention to book inDID NOT BOOK A HOLIDAY!opportunities 42. THE VoC LIFECYCLE 6 STEPS TO SETTING UPA VoC PROGRAMME 43. Detect Deploy Disseminate6 DS FOR VoC Program Leadership & Governance DesignDiagnoseDiscussSource: Customer Experience Matters (Bruce Temkin) - http://bit.ly/6dsofvoc 44. THE RELATIONSHIPFIRST IMPRESSIONS COUNT, BUT SO DOES LISTENING 45. I LOVE TAKING PART IN ONLINE SURVEYS. IT MAKES ME THE ENVY OF ALL MY FRIENDS!RESEARCH DONT UNDERESTIMATETHE VISITORS WILLINGNESS 46. QA& 47. THANK YOU FOR YOUR ATTENTION CONTACT or FEEDBACK @MatthewNL