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7 tips on getting the most from your Voice of Customer programme,
                  no matter what technology you use.



                        Richard Sedley
Richard Sedley
Commercial Director
Foviance
The Future of Voice of Customer Programmes - from Research to Customer Engagement
Question 1

How many companies have a
Voice of Customer programme?


50%+
Focus groups
     Online surveys
                           Social media monitoring

Offline questionnaires

                                User testing

           Out of boxing

                                Call-centre monitoring
Customer communities

                             1-2-1 interviews
Question 2

What’s the biggest problem
with VoC programmes?

Lack of business value
Disconnect between CX and business
  results delivered by VoC Programmes
    VoC programme’s value in improving customers’ experience               VoC programme’s value in delivering financial results



                                                                                                                       43%
Extremely valuable
                                                  12%



                                                                                                 33%
     Very valuable
                                                                                  27%



                                                         15%
            Neutral
                                                                                          30%



                                          8%
Somewhat valuable
                                                                                      28%



                        0%
 Not at all valuable           3%


                Base: Customer experience professionals who work at organisations with VoC programmes currently in place



                                                                                  Source: Forrester Global CX Peer Research Panel Survey
Not measuring the right things   Not doing the right things to
to show business value           drive business value
CUSTOMER ENGAGEMENT

is the best measure of current and future
performance; an engaged relationship is
probably the only guarantee for a future
return on your organisation’s objectives.

1st Annual Customer Engagement Report. Published 2006
Definition

CUSTOMER ENGAGEMENT
Repeated interactions that strengthen
the emotional, psychological and physical
investment a customer has in a brand
(product or service)
Question 3

How do we focus on the
right things to drive
customer engagement?
The Future of Voice of Customer Programmes - from Research to Customer Engagement
ONE




SIX
1.
Clarity &
Simplicity
The Future of Voice of Customer Programmes - from Research to Customer Engagement
The Future of Voice of Customer Programmes - from Research to Customer Engagement
Would you recommend us                                Yes
to your Grandmother?                          X           No


or

Thinking about your experience today.         Select
                                              an option
On a scale of 1-10, where 1 is negative
and 10 is positive, how likely would you be
to recommend us to your Grandmother?
Tip 1.

Don’t make me think.



With apologies to Steve Krug
2.
Recognition
 & Reaction
Reward
                           Enabling
                   Appreciating
        Remembering
   Understanding
Listening




                                  Recognition
                                  chain
Recognition
chain
The Future of Voice of Customer Programmes - from Research to Customer Engagement
The Future of Voice of Customer Programmes - from Research to Customer Engagement
Screen 1

Would you recommend us                         Yes
to your Grandmother?                     X     No



Screen 2

1,450 people have answered this question in the last 30 days

 950              We’re sorry you’re Grandmother won’t be hearing about us.
                  We promise we’ll try harder in the future.
        550
                  At the moment we have 33 projects running to improve our
                  website. Find out more

Yes    No
Tip 2.

Recognition is the basis of any engaged
relationship.

Always provide feedback on the feedback.
3.
Integrity &
  Service
The Future of Voice of Customer Programmes - from Research to Customer Engagement
The Future of Voice of Customer Programmes - from Research to Customer Engagement
The Future of Voice of Customer Programmes - from Research to Customer Engagement
Screen 1

Would you recommend us                   Yes
to your Grandmother?                 X   No



Screen 2

Oh no.
Previous customers that haven’t          • How to sign up
                                         • Changing contract
wanted to recommend us have
                                         • How to top-up
found these useful

If you can tell us a bit about why
you wouldn’t recommend us we’ll
try and improve.
                                          Send your comments to us
Tip 3.

Approaching VoC as purely an insight
programme is a wasted opportunity.

Incorporate help, advice and potentially
entertainment into your programme.
4.
Glide & Flow
The Future of Voice of Customer Programmes - from Research to Customer Engagement
Flow




                    high
A psychological                                   Arousal
state where a
person is fully                       Anxiety
                                                               Flow
immersed and
focused on an
activity or task.
                    Challenge
Mihály                                Worry                     Control
Csíkszentmihályi



                                  Apathy                      Relaxation

                                                 Boredom
                    low




                                low             Skill level           high
Would you recommend us
to your Grandmother?

                         Flip for YES / NO
Variable reinforcement




                          high
Create outcomes,
small or large, without
being able to predict                             Variable intervals
what action is going to                           Variable rewards
be able lead to that
outcome.
                          Engagement




                                                      Fixed interval
                                                      Regular reward
                          low




                                       short   Time                    long
Tip 4.

Sometimes engagement is about tunnelling
for ease of use, sometimes it’s about
challenge.
Don’t be scared to treat customers
differently and reward them randomly.
5.
Seduction
& Delight
INCREASING
             MOTIVATION
             Psychology




REMOVING
FRICTION
 Usability

                          Joshua porter
The Future of Voice of Customer Programmes - from Research to Customer Engagement
The Future of Voice of Customer Programmes - from Research to Customer Engagement
The Future of Voice of Customer Programmes - from Research to Customer Engagement
Would your Granny love a big kiss from us?




 No, she’s gone shoppin’     Sure thang, pucker up
Tip 5.

Sometimes people find things they enjoy
easy.
Make your VoC programme the best thing
about your company?
6.
Ambition &
Innovation
The Future of Voice of Customer Programmes - from Research to Customer Engagement
The Future of Voice of Customer Programmes - from Research to Customer Engagement
Would you like us to super   X   Yes
charge your Granny?              No
Tip 6.

Customers want to know they are engaging
with a best of breed company.

Use your VoCP to represent your company’s
brand values and express aspiration – yours
and your customers’.
Clarity & Simplicity


Recognition                           Integrity
& Reaction                            & Service




    Glide                             Seduction
   & Flow                             & Delight



              Ambition & Innovation
Tip 7.

Make your Voice of Customer Programme
less about ‘research’ and more about
‘engagement’.
Create a customer-centric VoCP in order
to maximise business value
Richard Sedley

richard.sedley@foviance.com
@richardsedley

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The Future of Voice of Customer Programmes - from Research to Customer Engagement

  • 1. 
7 tips on getting the most from your Voice of Customer programme, no matter what technology you use. Richard Sedley
  • 4. Question 1 How many companies have a Voice of Customer programme? 50%+
  • 5. Focus groups Online surveys Social media monitoring Offline questionnaires User testing Out of boxing Call-centre monitoring Customer communities 1-2-1 interviews
  • 6. Question 2 What’s the biggest problem with VoC programmes? Lack of business value
  • 7. Disconnect between CX and business results delivered by VoC Programmes VoC programme’s value in improving customers’ experience VoC programme’s value in delivering financial results 43% Extremely valuable 12% 33% Very valuable 27% 15% Neutral 30% 8% Somewhat valuable 28% 0% Not at all valuable 3% Base: Customer experience professionals who work at organisations with VoC programmes currently in place Source: Forrester Global CX Peer Research Panel Survey
  • 8. Not measuring the right things Not doing the right things to to show business value drive business value
  • 9. CUSTOMER ENGAGEMENT is the best measure of current and future performance; an engaged relationship is probably the only guarantee for a future return on your organisation’s objectives. 1st Annual Customer Engagement Report. Published 2006
  • 10. Definition CUSTOMER ENGAGEMENT Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service)
  • 11. Question 3 How do we focus on the right things to drive customer engagement?
  • 17. Would you recommend us Yes to your Grandmother? X No or Thinking about your experience today. Select an option On a scale of 1-10, where 1 is negative and 10 is positive, how likely would you be to recommend us to your Grandmother?
  • 18. Tip 1. Don’t make me think. With apologies to Steve Krug
  • 20. Reward Enabling Appreciating Remembering Understanding Listening Recognition chain
  • 24. Screen 1 Would you recommend us Yes to your Grandmother? X No Screen 2 1,450 people have answered this question in the last 30 days 950 We’re sorry you’re Grandmother won’t be hearing about us. We promise we’ll try harder in the future. 550 At the moment we have 33 projects running to improve our website. Find out more Yes No
  • 25. Tip 2. Recognition is the basis of any engaged relationship. Always provide feedback on the feedback.
  • 26. 3. Integrity & Service
  • 30. Screen 1 Would you recommend us Yes to your Grandmother? X No Screen 2 Oh no. Previous customers that haven’t • How to sign up • Changing contract wanted to recommend us have • How to top-up found these useful If you can tell us a bit about why you wouldn’t recommend us we’ll try and improve. Send your comments to us
  • 31. Tip 3. Approaching VoC as purely an insight programme is a wasted opportunity. Incorporate help, advice and potentially entertainment into your programme.
  • 34. Flow high A psychological Arousal state where a person is fully Anxiety Flow immersed and focused on an activity or task. Challenge Mihály Worry Control Csíkszentmihályi Apathy Relaxation Boredom low low Skill level high
  • 35. Would you recommend us to your Grandmother? Flip for YES / NO
  • 36. Variable reinforcement high Create outcomes, small or large, without being able to predict Variable intervals what action is going to Variable rewards be able lead to that outcome. Engagement Fixed interval Regular reward low short Time long
  • 37. Tip 4. Sometimes engagement is about tunnelling for ease of use, sometimes it’s about challenge. Don’t be scared to treat customers differently and reward them randomly.
  • 39. INCREASING MOTIVATION Psychology REMOVING FRICTION Usability Joshua porter
  • 43. Would your Granny love a big kiss from us? No, she’s gone shoppin’ Sure thang, pucker up
  • 44. Tip 5. Sometimes people find things they enjoy easy. Make your VoC programme the best thing about your company?
  • 48. Would you like us to super X Yes charge your Granny? No
  • 49. Tip 6. Customers want to know they are engaging with a best of breed company. Use your VoCP to represent your company’s brand values and express aspiration – yours and your customers’.
  • 50. Clarity & Simplicity Recognition Integrity & Reaction & Service Glide Seduction & Flow & Delight Ambition & Innovation
  • 51. Tip 7. Make your Voice of Customer Programme less about ‘research’ and more about ‘engagement’. Create a customer-centric VoCP in order to maximise business value