ThinkJar's VoC Study with Esteban Kolsky

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ThinkJar's VoC Study with Esteban Kolsky

  1. 1. Voice of the CustomerData-Based Analysis of Adoption and Optimization of VoC Initiatives presented by esteban kolsky thinkJar
  2. 2. 80% of companies thinkthey are doing a great jobat delivering experiences… …8% of their customers agree
  3. 3. customers use ofsocial channels explodedhighest source of traffic60% want answers40% to give feedback80% want coupons
  4. 4. are you listening?I mean, really listening? REALLY, REALLY? (let’s see)
  5. 5. 17% 5% 24% 39% 8% 7%Actively PlanningPreparing to Roll OutDeployed; Need More; ScheduledDeployed; Need More; Not ScheduledDeployed; FinishedNever Deployed
  6. 6. insight #1 size matters when it comes todeploying voice of the customer initiatives; bigger is better.
  7. 7. 25%52% 23%0-$100M $101M-$1B Over $1B
  8. 8. 0-$100M $101M-$1B Over $1B
  9. 9. insight #2lots of people are talking out there,and lots of people are listening; find out who makes more sense before you start doing VoC.
  10. 10. Read Relevant
  11. 11. Read Relevant Below Above Below AboveSource of Information Average Average Average Average Average AverageTrade magazines, journals, books, and other printedmaterials 38 75 47 17 41 25Online magazines and news sites 46 97 58 30 62 28Bloggers, industry pundits, experts, and analysts web sites 41 71 40 27 49 28Research houses, consulting firms, paid reports 27 58 36 19 44 20Vendors and technology providers 31 63 43 14 35 27Colleagues, conferences and workshops 39 94 53 25 69 33
  12. 12. insight #3executive sponsorship when doing VoC does matter; a lot.
  13. 13. 137 117 109 36 Committee, Committee, Executive DifferentReporting to a Reporting to Sponsor Groups Own Department Management Pieces
  14. 14. Committee, Reporting to a Department Committee, Reporting to Management Executive SponsorBelow Average (1 Average (5 to 7) Above Average (8 to 4 ) to 10)
  15. 15. insight #4ROI when doing VoC doesn’t matter as much as other methods for justification; a business case is essential.
  16. 16. 149 110 114 91 85 75
  17. 17. 1- Poor 2 3 45- Average 6 7 89 10- Excellent
  18. 18. VoC Strategy Business Case ROI Model Definition of Project Explanation of Use Committee, Committee, Executive Different Reporting to Reporting to Sponsor Groups Owna Department Management Pieces
  19. 19. insight #5 you have to have a reason for adopting a VoC initiative; doing itbecause others are doing it is not it.
  20. 20. 77 60 55 44 39 26 4 2 2
  21. 21. SMM BI Analytics Surveys EFMCall Center Email Website CRM BPM
  22. 22. insight #6tools matter; the right ones.
  23. 23. Used Planned
  24. 24. Below Average (1 to 4 ) Average (5 to 7)Above Average (8 to 10)
  25. 25. insight #6 you have to know why and what you are doing with VoC, how it affects the business, beyond thejustification case; on a daily basis.
  26. 26. 115 79 54 51 48Don’t Collect Trying to Improved Used Critical Feedback Get Better Business Sparingly Component
  27. 27. Below Average (1 to 4 ) Average (5 to 7) Above Average (8 to 10) Don’t Trying to Improved Used Critical Collect Get Better Business Sparingly ComponentFeedback
  28. 28. Don’t Collect Feedback Trying to Get Better Improved Business Used Sparingly Critical Component50454035302520151050
  29. 29. Voice of the Customer esteban kolsky thinkjar @ekolsky +ekolsky http://thinkjar.net
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