The Future of Voice of Customer Programmes - from Research to Customer Engagement
by Richard Sedley
- 1,615 views
What if you turned your voice of customer programme into a customer engagement programme? ...
What if you turned your voice of customer programme into a customer engagement programme?
Too many VoCPs substitute Net Promoter Score targets for thinking about how this valuable customer touch-point can be used to improve engagement.
This presentation was given in March 2011 at the Directors' Forum on Voice of Customer / Feedback / Customer listening
Statistics
- Likes
- 8
- Downloads
- 59
- Comments
- 1
- Embed Views
- Views on SlideShare
- 1,562
- Total Views
- 1,615
ANSI DENiZ RONA
SLIDE 3:
We work with these guys
SLIDE 5:
Voice of customer is more that just online surveys.
SLIDE 8:
I’m really just going to look at driving business value through customer engagement
SLIDE 9:
I wrote this back in 2006. I still believe it.
SLIDE 10:
Credit to Ron Shevlin for this definition.
SLIDE 12:
We focus on the dimensions of what makes us awesome to our customers. This is a technique that I credit my friend Ian Jindal with.
SLIDE 13:
There are 6 dimensions of what makes us awesome to our customers and we’re going to look at each
SLIDE 15:
Telecoms is well known for confusing people with devices and price plans.
Is too much choice a problem?
Study at Columbia Uni:
Customers presented with selection of 6 or 24 gourmet jams
Large selection made 60% of customers look at the jams vs 40%
But 30% bought from limited selection vs 3% from extensive selection
Both Walmat and Procter & Gamble have cut ranges and seen increase in sales
SLIDE 16:
What does simplicity look like
SLIDE 17:
So what might a simple VoC survey look like?
SLIDE 19:
Recognition is at the heart of every real relationship, particularly an engaged one.
SLIDE 20: Many companies jump in with reward which is a mistake. Recognition is built. (I created this recognition chain back in 2007.)
SLIDE 21:
Remove a link and recognition collapses (along with trust and engagement)
SLIDE 22:
Many companies are good at asking customers… In order to capture VoC. But how many are great at feeding back to their customers what they are doing and expressing customer intimacy?
SLIDE 23:
There are many was of feeding back and demonstrating you listen.
SLIDE 24:
What might a VoC survey with built in recognition look like?
SLIDE 27:
Some brands are built on integrity
SLLIDE 28:
Some brands show integrity in the style and content they have.
SLIDE 29:
Some brands’ entire proposition is built around service. In this case peer to peer service.
SLIDE 30:
What might a VoC survey with integrity look like?
SLIDE 33:
Removing friction is not the same thing as tunnelling. I didn’t even know I was in the checkout process for my iPad. It was so clean and I just glided through it. Most customer experiences are death by a thousand paper cuts, too many cuts and they will leave you.
SLIDE 34:
Don’t assume customer just want usability. Challenge is a great motivator and engager, just make it appropriate
SLIDE 35:
What might a challenging VoC survey look like? The reality is that a customer will flip until they get what they want. But how does it change the experience?
SLIDE 38:
Customer engagement works at an emotional level as well
SLIDE 41:
I love this T-mobile ad. It’s fun and gets to me emotionally. http://www.youtube.com/watch?v=K-EvvfMXEwU
The voice over is done by Harry Hill, mad cap comedian.
SLIDE 42:
How would Harry design your VoC programme?
SLIDE 43:
VoC survey as design by Harry Hill?
SLIDE 45:
Customers want to know that they’ve bought and engaged with the best. Make them feel proud. This doesn't mean premium, you can make them proud to have bought the cheapest, the fastest, the greenest, the smallest ...
SLIDE 46:
Sky are excellent at bringing innovation to the masses.
SLIDE 47:
The best butcher?
SLDIE 48:
What does the the best VoC survey look like?
SLDIE 50:
Where do most Voice of Customer programme play? 1 year ago