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Measuring customer experiences

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Customer experience research should contribute to ever improving customer experiences. As such, researchers should measure the right things to build understanding of what makes/breaks a customer ...

Customer experience research should contribute to ever improving customer experiences. As such, researchers should measure the right things to build understanding of what makes/breaks a customer relationship. they should be able to get the story behind a certain touch point experience, and translate research insights into an actionable path for improvement.

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  • Social media audits are conducted through textmining. Some advantagesOn social media you have access to the actual conversation (so no self-reported conversations)The textmining software is adapted to detect emotional words – by extracting this info...you can get an idea about the emotions that are surrounding your brand, product... Customer experience are often very emotional
  • Ook voor ons als onderzoeker is het van belang daar rekening mee te houden in wat we meten om de relatie van een klant in te schatten. En te verklaren.
  • Inzichten gebouwd op resultaten van de Relationship Monitor
  • Second part = introduction social media researchHeard from blogtracking?= common name for informationSocial media research = using user generated content about product, brands, for analysis in comparison with other types of research: passive data are collectedCan come from all sources: example over here: so blog tracking is wrong name: much more than this
  • Why should you engage in social media research?Listen to your consumersOn forums, brands, people talk about your brandListen to what they say & join the conversation...
  • Social media audits are conducted through textmining. Some advantagesOn social media you have access to the actual conversation (so no self-reported conversations)The textmining software is adapted to detect emotional words – by extracting this info...you can get an idea about the emotions that are surrounding your brand, product... Customer experience are often very emotional
  • Always a tendency to collect dataA lot of info is just out there
  • Everybody can read some posts online but you do not always see the bigger picture...Therefore you need textlink analysisco-occurance & textlink analysis
  • Looking back at the touch point model, we have applied this model on tripadvisor- Explanation what tripadvisor is & how we scraped the info

Measuring customer experiences Measuring customer experiences Presentation Transcript

  • Measuring Customer Experiences
    Vlerick Alumni – Marketing Informal – Jan 28th 2009
    Christophe Vergult
  • It is not about measuring, but delivering the experience
    Vlerick Alumni – Marketing Informal – Jan 28th 2009
    Christophe Vergult
  • What makes/breaks a relationship ?
    Get the story
    Make research actionable
  • What makes/breaks a relationship ?
    Get the story
    Make research actionable
  • Touch point
    experience
    Relation-ship
    Behavior
    Financial value
    The customer experience value chain
  • We believe in...
    ...meaningful
    experiences
  • What they were looking for...
    Risk reduction
  • What they arelooking for...
    Experiences
  • Add example ‘progressive’
    P93 ‘de onmisbaarheidsfactor’
    It is not about the broken car, it is about the driver.
  • There is more than satisfaction
  • We believe in...
    ...meaningful
    experiences
    MEASURE
    Beyond the basics
    Emotions
  • We believe in...
    ...meaningful
    experiences
    ... branded experiences
    MEASURE
    Beyond the basics
    Emotions
  • What can we learn from Harley Davidson?
  • Customer experience management is about branding
    “Retention is for wimps. We measure the percent of customers who have our name tattoed on one of their body parts.” (Harley Davidson Annual report)
  • BRAND IDENTIFICATION
    No/Low brand identification
    Brand Values
    My values
    High brand identification
  • BRAND IDENTIFICATION
    ?? Declining product quality + increasing prices = increasing subscriptions ??
    It’s about ‘WE’
  • BRAND CONSISTENCY
    Who do you want to be ?
    Who are you ?
    Your brand positioning
    Your brand DNA
  • We believe in...
    ...meaningful
    experiences
    ... branded experiences
    MEASURE
    MEASURE
    Brand identification
    Beyond the basics
    Brand consistency
    Emotions
  • We believe in...
    ...meaningful
    experiences
    ... branded experiences
    ... the connected customer
    MEASURE
    MEASURE
    Brand identification
    Beyond the basics
    Brand consistency
    Emotions
  • Touch point
    experience
    Relation-ship
    Behavior
    Financial value
    The customer experience value chain
  • 2 customer experience value chains
    Touch point
    experience
    Relation-ship
    Behavior
    Financial value
    Individual value chain
    Intention to buy again
    Touch point satisfaction
    Buying behaviour
    Value on buying behaviour
    • DRIVERS > Which touch points drive conversations ?
    • PARTICIPANTS > Who participates in the conversations ?
    • CONTENT > What are the conversation about ?
    • IMPACT > How do these conversations drive value ?
  • 2 customer experience value chains
    Touch point
    experience
    Relation-ship
    Behavior
    Financial value
    Individual value chain
    Intention to buy again
    Touch point satisfaction
    Buying behaviour
    Value on buying behaviour
    Connected value chain
    Acting on
    recommendation
    Willingness to recommend
    (NPS)
    Touch point experience conversation
    Referral value
  • 0% repurchase
  • We believe in...
    ...meaningful
    experiences
    ... branded experiences
    ... the connected customer
    MEASURE
    MEASURE
    MEASURE
    Intention to buy again
    Brand identification
    Beyond the basics
    Brand consistency
    Emotions
    Willingness to recommend
  • Relationship Monitor by
  • About the Relationship Monitor
    Understand the drivers of the customer experience value chain in service driven industries
    Build a pan-European benchmark on customer experience
    Validate customer experience research model
    3 benchmarks
    8 industries
    8 countries
    Countries
    Industries
    Companies
    Financial
    Automotive
    Telecom
    Airlines
    Tour operators
    Food retail
    Furniture retail
    Clothing retail
     
    Netherlands
    Belgium
    UK
    Germany
    France
    Sweden
    Spain
    Romania
  • Time for a small quiz!
  • Which 3 companies have the highestNet Promoter Score ?
  • 1
    2
    3
    4
    5
    6
    7
    8
    9
    10
    Net promotor score
    “Have you, or would you recommend ‘Company X’ to your friends and family?”
    (1 = “not to my worst enemy”; 10 = “to my dear grandmother”)
    Pose question
    Detractors
    Neutral
    Promoters
    Group responses
    Run calculation
    (Number of promoters - Number of detractors)
    Net promoter score _____________________________________
    Total respondents
  • Which 3 companies have the highest Net Promoter Score?
  • Which 3 companies have the highest Net Promoter Score?
    1
    2
    3
  • What makes/breaks a relationship ?
    Get the story
    Make research actionable
  • Get the story
    Go beyond the hard data - Start a survey with getting the story
    Dare to rely on social media
  • What can we learn about touch point experiences via social media netnography?
  • 1. Listen to what consumers tell each other
  • 2. Get access to emotions and natural language
  • 3.Profit from the large amount of existing information
  • 4. Find hidden patterns through text analytics
  • Social media netnography on tripadvisor.com
    23200 posts
  • Social media netnography on tripadvisor.comBuild understanding what 1 touch point is about
    TAXES
    I have looked up several of the low cost carriers, and they have such high taxes. For example, the round-trip ticket on BMI was 34 pounds, but the taxes made it an additional 52 pounds! How is this possible?
    CHEAP TICKETS
    …with the low cost airlines like Easy Jet, it can be as low as £15, ea way, but the prices vary, mid week is cheaper than weekends, no 2 days seem to be charged the same,
    FUEL PRICE
    I aksed this same question on the Tuscany forum a couple weeks ago. It seems that this is normal range for airfare to Italy! It also seems that with fuel prices rising, the prices are likely only to increase.
    EARLY BOOKING
    . If you can book in advance you can usually get a flight for about £40-£50, about $70-$80 I think
    TRAVEL WITH CHILDREN
    An infant is under 2 so you will have 45kg with a maximum of 15kg in each bag. Plus 10kg * 3 for carry-on.
  • Social media netnography on tripadvisor.comDefining touch points from consumer perspective
    PRE FLIGHT
    HAND LUGGAGE
    CHECK-IN
    LUGGAGE
    UPGRADE
    SECURITY
    BOARDING
    ID & VISA
    FLIGHT
    PLACE
    SEAT
    DURATION OF FLIGHT
    ENTER
    TAINMENT
    DRINKS & FOODS
    ROOM TO SIT
    DIRECT
    FLIGHT
    SAFETY
    CREW
    POST FLIGHT
    DO NOT ARRIVE ON DESTINATION
    IMMIGRATION
    TRANSIT
    CUSTOMS
  • Social media netnography on tripadvisor.comDefining touch points from consumer perspective
    PRE FLIGHT
    HAND LUGGAGE
    420
    CHECK-IN
    409
    LUGGAGE
    1730
    UPGRADE
    361
    SECURITY
    227
    BOARDING
    155
    ID & VISA
    94
    FLIGHT
    PLACE
    SEAT
    499
    DURATION OF FLIGHT
    1561
    ENTER
    TAINMENT
    484
    DRINKS & FOODS
    1150
    ROOM TO SIT
    808
    DIRECT
    FLIGHT
    156
    SAFETY
    258
    CREW
    828
    POST FLIGHT
    DO NOT ARRIVE ON DESTINATION
    1988
    CUSTOMS
    82
    IMMIGRATION
    47
    TRANSIT
    63
  • Social media netnography on tripadvisor.comMake brand experience analyses
  • Get the story
    Go beyond the hard data - Start a survey with getting the story
    Rely on social media
    Research becomes fusion research
  • What makes/breaks a relationship ?
    Get the story
    Make research actionable
  • Make research actionable
    Don’t make flat what is not
    Measure improvement suggestions
    Integration of research into marketing/sales processes
  • Research is a brand experience as well
    Branded survey experience
    Short questionnaires
    Give feedback - engage to improve
  • It is not about measuring, but delivering the experience
    Vlerick Alumni – Marketing Informal – Jan 28th 2009
    Christophe Vergult