Webinar Audience Insight in the Real-time Era
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Webinar Audience Insight in the Real-time Era

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How well do you know your customer? On March 6, iCrossing and our guest Forrester Research hosted a webinar that gave attendees the tools to better understand your audience across the customer ...

How well do you know your customer? On March 6, iCrossing and our guest Forrester Research hosted a webinar that gave attendees the tools to better understand your audience across the customer journey. For more information visit www.icrossing.com

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  • Image source: http://bookboon.com and Microsoft clip art
  • Forrester defines customer experience as how your customers perceive their interactions with your company. With that in mind, customer understanding in the context of customer experience is vital. Companies need to know what drives customers to behave. What constitutes a good customer experience from the customer’s perspective and what are the drivers of customer satisfaction/
  • In today’s reality, customers have more choices than ever, and… http://www.umsystem.edu/newscentral/mindfuleating/2010/01/29/too-many-choices/
  • ….more information about those choices than ever. And they can get…http://silvertonconsulting.com/blog/2010/03/31/technology-selection-and-trusted-information-sources/…that information anytime, anywhere, and act on it instantly. And if they want, they can…

Webinar Audience Insight in the Real-time Era Webinar Audience Insight in the Real-time Era Presentation Transcript

  • Audience Insight in theReal-Time EraAn iCrossing Webinar with Forrester Research, Inc.March 6, 2013 | 1:00pm EST
  • With you today #iCinsight Lisa Ponte Fazio Senior Vice President, Market Research, iCrossing Jonathan Browne Senior Analyst, Forrester Research, Inc.
  • Agenda › What is customer understanding and how does it relate to customer experience? › Why is customer understanding critical to building a brand? › What is different about how we understand our customers today?© 2013 Forrester Research, Inc. Reproduction Prohibited 3
  • What is Customer Experience? Does it just mean marketing? Is it customer service? Or something else?© 2013 Forrester Research, Inc. Reproduction Prohibited 4
  • Customer Experience is: How your customers perceive their interactions with your company.© 2013 Forrester Research, Inc. Reproduction Prohibited 5
  • Customer understanding is essential › Customer understanding is the sensory system of a healthy customer experience practice. › Systematically applying appropriate customer understanding practices, enables organizations to: • Empathize with customers • Discover customers‟ latent needs • Share a consistent view of the customer across the organization • Respond to evolving customer behavior© 2013 Forrester Research, Inc. Reproduction Prohibited 6
  • A healthcare provider uses personas to build empathy with its customers© 2013 Forrester Research, Inc. Reproduction Prohibited 7
  • BBVA’s personas enabled the bank tosee the deep needs of key customers
  • The bank found that cautious customerswanted “reassurance” and “recognition”when they were seeking advice
  • Agenda › What is customer understanding and how does it relate to customer experience? › Why is customer understanding critical to building a brand? › What is different about how we understand our customers today?© 2013 Forrester Research, Inc. Reproduction Prohibited 11
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 13
  • Brand is not just about the promises you make … It’s about keeping them. Make promises Communicate brand image Keep promises Deliver value© 2013 Forrester Research, Inc. Reproduction Prohibited 14
  • Emirates mapped customer journeysSource: Emirates
  • Emirates analyzes “relationship makers” and “relationship breakers”Source: Emirates
  • Agenda › What is customer understanding and how does it relate to customer experience? › Why is customer understanding critical to building a brand? › What is different about how we understand our customers today?© 2013 Forrester Research, Inc. Reproduction Prohibited 17
  • AT&T matched users of its online community to its personas© 2013 Forrester Research, Inc. Reproduction Prohibited 18
  • AT&T guides discussions in itscommunity and analyzes its users‟sentiment about various productsand services based on the personas
  • Companies are investing in closed loopvoice of customer listening programs Listen Interpret React Monitor Culture and alignment Process and organization
  • Firms need to turn data into actionable insight October 2012 “The State Of VoC Programs, 2012”© 2013 Forrester Research, Inc. Reproduction Prohibited 21
  • Technology is a vital for managing the customer experience ecosystemDelivery delay: He tweets adissatisfied comment
  • Companies need capabilities to listenand respond – both to solicited andunsolicited feedback
  • Technology gives companies a handle onunstructured and unsolicited data February 2009 “Voice Of The Customer: The Next Generation”
  • What it means › Brands must meet or exceed customer expectations by fulfilling their promises › Ethnography reveals deep insight into customers‟ rational and emotional needs › Personas, and customer journey maps help firms to encapsulate and socialize insight › Incorporate unsolicited and unstructured feedback into your customer understanding© 2013 Forrester Research, Inc. Reproduction Prohibited 25
  • Optimizing Customer Insight Tools
  • 1. The data tsunami2. Establishing objectives3. Matching data to objectives4. Where is it all going? 27
  • “Its difficult to imagine the powerthat youre going to have whenso many different sorts of dataare available.” – Tim Berners Lee 28
  • Site analytics data Primary research data Search dataSecondary research data Social data Subscription data sources Hitwise data So much data comScore data DMP data (CC) Globalwaterpartnership 29
  • “So much data; so little information.” – Lisa Ponte Fazio 30
  • ObjectivesData Customer Insight 31
  • Persona Development Process It looks intimidating until you break it down. Trend/Style PersonaRESEARCH INPUTS Experiential Mapping Experiential Mapping, Linguistic Profile and Forrester Technographics or Ethnography and Ethnography, or Social Media Audit Data and Customer Brand Persona Linguistic Profile quantitative survey Segmentation Data or DMP data Price Persona Overlay Demographic,STEPS Identify Key Drivers of Understand Determine Usage, and Media Choice Purchase Process Category Lexicon Consumption of Target Customer Feature-Rich PersonaOUTCOMES The Customer The Voice of the Each Unique Choice Journey for Each Persona Reflects Gives the Persona Driver Defines a Persona Mirrors the Search Behavior and Fact-Based Simple Behavioral Persona Purchase Process Social Media Characteristics Persona Trend/Style 1. Consumer TV vs. Television Most likely 3rd Party Reports Demographic Validation BrandEXAMPLES 2. Online Retailer Mobile vs. Cell Characteristics Persona 3. Brand Sites Price 4. Store HD vs. High 5. Online Retailer Definition Most likely Feature-Rich participation in Social Media Simple 3rd Party Validation Sites/Magazines/TV Shows 32
  • What do we want to know about ourtarget audience?• How they think about the brand and the category• The category lexicon• What is important to them when they‟re deciding what to buy• How they like to shop and buy – Includes their relationship with digital channels and technology 33
  • • Search data • Search data• Social data • Social data• Research subscription data How they think The category about the brand lexicon and category What‟s important to How they like to them when shop and buy they‟re deciding what to buy • DMP data• Primary research • Primary research data data • Forrester Technographics data 34
  • Linguistic analysis holds the key to understandinghow your customers think and the category lexicon “Language is the machinery of the mind. We have the ability to have thoughts independent of language; but language is obviously very important to supplying the actual content of the thoughts.” - Harvard Psycholinguist, Steven Pinker. Author of “The Stuff of Thought – Language as a Window into Human Nature” 35
  • “Link by link, click by click, search isbuilding possibly the most lasting,ponderous, and significant cultural artifactin the history of humankind: the Databaseof Intentions.” - John BattelleAuthor of “The Search: How Google and Its Rivals Rewrote the Rules ofBusiness and Transformed Our Culture” 36
  • Identifying the drivers of choice Trend/Style OLD SCHOOL • Ethnography: in situ or in-depth Brand interviews • Focus groups Price • Social Feature-Rich conversation NEW SCHOOL analysis • Search data Simple analysis 3rd Party Validation 37
  • Delineating the buying decision PRIMARY DRIVER OF CHOICE 1 2 3 4 PURCHASE TRIGGER • Search • Search • Search • Search language language language language • Activities • Activities • Activities • Activities • Media • Media • Media • Media Consumed Consumed Consumed Consumed • Role of Media • Role of Media • Role of Media • Role of Media • Influencers • Influencers • Influencers • Influencers SURVEYS OR QUALITATIVE RESEARCH AGENT-BASED MODELING 38
  • Bringing each persona to life • Where she/he lives • Demographics NEW SCHOOL • Psychographics • Activities and hobbies • Media habits • Technology adoption • Mobile channel usage • Social channel usage 39
  • Putting it all together Trend/Style PersonaRESEARCH INPUTS Experiential Mapping Experiential Mapping, Linguistic Profile and Forrester Technographics or Ethnography and Ethnography, or Social Media Audit Data and Customer Brand Persona Linguistic Profile quantitative survey Segmentation Data or DMP data Price Persona Overlay Demographic,STEPS Identify Key Drivers of Understand Determine Usage, and Media Choice Purchase Process Category Lexicon Consumption of Target Customer Feature-Rich PersonaOUTCOMES The Customer The Voice of the Each Unique Choice Journey for Each Persona Reflects Gives the Persona Driver Defines a Persona Mirrors the Search Behavior and Fact-Based Simple Behavioral Persona Purchase Process Social Media Characteristics Persona Trend/Style 1. Consumer TV vs. Television Most likely 3rd Party Reports Demographic Validation BrandEXAMPLES 2. Online Retailer Mobile vs. Cell Characteristics Persona 3. Brand Sites Price 4. Store HD vs. High 5. Online Retailer Definition Most likely Feature-Rich participation in Social Media Simple 3rd Party Validation Sites/Magazines/TV Shows 40
  • Six discrete personas BRAND BE LI E V E RS RAV E NO US RE S E ARCHE RS Put trust in brands, and uses Seek third party research and validation brand names as a substitute for from consumer and professional reviews deeper research before purchasing HAP P E NI NG HI P S TE RS FRUG AL FO RAG E RS Latest trends and style of Shop on price – they are looking for a products, guide their purchase deal, or willing to wait for one behavior G ADG E T G E E KS BAS I C BUY E RS Looking for the feature-rich Looking for basic functionality, they are products with latest innovations unimpressed by brands, trends or bells and whistles Site is designed to facilitate TASK COMPLETION for every Persona 41
  • Happening Hipster PRIMARY MOTIVATION: Trend/Style MEDIA SITE FEATURES • Regularly visits news sites, • Premium photography Epicutious, HBO, CNN money, • Fashionable models & stylish Marketwatch, MTV, WSJ.com & decorating in images Flickr • Polished design • Uses VOIP, gambles online, & likes to watch full length moviesJenny sees everything she owns as online.an extension of herself – and that • Downloads videos, music, and CONNECTS TOmeans it needs to look good and be plays games online with others.cutting edge. She always wants to be • Uses peer-to-peer file sharing WEB VIAthe first to buy the latest, even if a little • Mobile phoneextra effort or cost are involved. It‟s not • Laptopjust about being in-style, it‟s about • Tabletbeing ahead of the curve.She reads publications that feature MOBILE PHONEcelebrity lifestyles, celebrity gossip, and ACTIVITIESfashion. Male Hipsters consume • Talkingpublications that have news in an easily • Daily textingdigestible format and like to read aboutcars and sports. • Email • Mobile InternetHipsters are significantly more likely to • Playing gameswatch reality TV than consumers in the • Listening to musicother segments. Overall, this group • Accessing social networking sitesconsumes online media & social mediawith great frequency and in great • Age 33quantity. Heavy users of mobile apps, • Singlethey frequently use their mobile phones • Lives in Brooklyn, NYto access social media sites. • College education • Annual income is $87,000 42
  • CDJ: Happening Hipster 1 Look at and play with/ use friends‟ product, visit stores to see actual product. CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE 2 Make Facebook status “looking for new PRODUCT – suggestions?” Keep track of what friends have to say SOCIAL 2 6 8 10 3 Search on „best‟ and „hottest‟ + PRODUCTDISPLAY/SEARCH 4 Read consumer reviews and visit brand websites 5 Visit retailer website to see which desirable PRODUCTS they offer 3 6 Check in on Foursquare at the store to see if there are any deals for Foursquare users. WEBSITE 7 Visit store to do one last comparison. 4 5 Buy PRODUCT. 8 Visit PRODUCT Facebook page, Like, and make a post 9 Use PRODUCT OFFLINE 1 7 9 11 10 Rave about the phone on blog 11 Show off phone to fiends and family 43
  • Where is it all going• Observing actual behavior is better than asking about behavior. Analytics, especially agent- based modeling will provide behavioral insight• Right now, „big data‟ is like those math word problems from when you were a kid. The biggest challenge is separating the relevant from the irrelevant data• Sometimes we‟ll still have to ask people questions 44
  • Things to consider• Have you explicitly identified what you need to know about your customer?• Have you matched your information needs with the most efficient methodology or methodologies for achieving the learning?• Can you use the data to tell a meaningful story? 45
  • #iCinsight Q&AStay Connected with iCrossing Find out more at www.icrossing.com Call us toll-free at 866-620-3780 Email us at findout@icrossing.com Follow us at Twitter @icrossing and @thecontentlabBecome a fan at facebook.com/icrossing
  • Thank you Lisa Ponte Fazio SVP, Market Research, iCrossing www.icrossing.com Jonathan BrowneSenior Analyst, Forrester Research, Inc. www.forrester.com