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Re-­‐Imagining	  Customer	  Feedback	  To	  Drive	  Ac:on	  #CustExp	  
#CustExp	  Type	  ques:on	  here	  Welcome	  Webinar	  A6endees	  
#CustExp	  Follow	  This	  Webinar	  On	  Twi6er	  #CustExp
#CustExp	  About	  Retail	  TouchPoints	  ü  Launched in 2007ü  Over 26,000 subscribersü  To provide executives with re...
#CustExp	  Panelists	  Gary EdwardsChief Customer OfficerEmpathicaAlicia FiorlettaAssociate EditorRetail TouchPointsMODERA...
Re-Imagining Customer Feedback toDrive ActionChief Customer OfficerEmpathica IncApril 25, 2013Dr. Gary Edwards
77
© 2013 All Rights Reserved - ConfidentialChief Customer Officer•  9 years at Empathica•  PhD in Social ResearchMethodsDr. ...
© 2013 All Rights Reserved - ConfidentialAgendaThe accelerating evolution of customer feedbackDealing with the evolutionar...
© 2013 All Rights Reserved - ConfidentialMarket researchScience of polling1000 customersPersonal relationshipDirect feedba...
© 2013 All Rights Reserved - ConfidentialFrequencyPersonal Relationships11Volume•  Customers viewed as friends•  Conversat...
© 2013 All Rights Reserved - ConfidentialFrequencyMarket Research12Volume•  Retailers expanded beyond theirneighborhood•  ...
© 2013 All Rights Reserved - ConfidentialInternet Surveys13VolumeFrequency•  Solicited feedback at scale•  Average retaile...
© 2013 All Rights Reserved - ConfidentialSocial Media14VolumeFrequencyPersonalrelationshipsMarketResearchInternetSurveys• ...
© 2013 All Rights Reserved - ConfidentialThe Impact of Social Feedback152012 Empathica Consumer Insights Polluse Facebook ...
© 2013 All Rights Reserved - ConfidentialAgendaThe accelerating evolution of customer feedbackDealing with the evolutionar...
© 2013 All Rights Reserved - ConfidentialFeedback is Large and Fragmented17?
© 2013 All Rights Reserved - ConfidentialMaking Sense of Customer FeedbackLead The ConversationUnderstand how youare execu...
© 2013 All Rights Reserved - ConfidentialSurveys for structuredfeedbackMaking Sense of Customer FeedbackLead The Conversat...
© 2013 All Rights Reserved - ConfidentialUsing Science to Lead the ConversationRecommendationOverallSatisfiedRevisitIntent...
© 2013 All Rights Reserved - ConfidentialLearn Why? And How Much?21When you lead the conversation you learn whycustomers t...
© 2013 All Rights Reserved - ConfidentialSocial media, onlinereviews and open-endsMaking Sense of Customer FeedbackFollow ...
© 2013 All Rights Reserved - ConfidentialMaking Sense of Online Buzz23Text AnalyticsNatural LanguageProcessingThe selectio...
© 2013 All Rights Reserved - ConfidentialLearn What? And How Often?24When you follow the buzz you learn what customersare ...
© 2013 All Rights Reserved - ConfidentialAgendaThe accelerating evolution of customer feedbackDealing with the evolutionar...
© 2013 All Rights Reserved - ConfidentialEnsure consistentexecutionDrive Action with Customer FeedbackLead The Conversatio...
© 2013 All Rights Reserved - ConfidentialDifferent Stakeholders, Different ValueAs a brand managerI want to identify syste...
© 2013 All Rights Reserved - ConfidentialLead the Conversation to Find Issues28
© 2013 All Rights Reserved - ConfidentialFollow the Buzz: What Are They Saying?29
© 2013 All Rights Reserved - ConfidentialReact to the Big Picture, Not Symptoms30
© 2013 All Rights Reserved - ConfidentialSeparate The Cause From The Symptoms31Loyalty AnalysisWait Time
© 2013 All Rights Reserved - ConfidentialDifferent Stakeholders, Different ValueAs a brand managerI want to identify syste...
© 2013 All Rights Reserved - ConfidentialUsing Comments to Drive Action3333
© 2013 All Rights Reserved - ConfidentialBubble Up Key Themes Across Channels3434
© 2013 All Rights Reserved - ConfidentialDrill Down to Key Issues3535
© 2013 All Rights Reserved - ConfidentialTake Action and Share Best Practices36Add another cashier when there are more tha...
© 2013 All Rights Reserved - ConfidentialKeep Ahead of the Evolutionary Forefront37Dynamic on-demand access:Sentiment Freq...
© 2013 All Rights Reserved - ConfidentialMagnify the Value of a Great Experience38RetailclientresultsAdvocatesFeedback+-1 ...
© 2013 All Rights Reserved - ConfidentialRe-Imagining Customer Feedback•  Customers are talking more often, to more people...
Learn More…http://www.empathica.com/3rd-party-feedback/Hundreds of millions of surveys over 10+ years1,000,000 advocates m...
#CustExp	  Type	  ques:on	  here	  Q&A	  /	  Submit	  Your	  QuesDons	  
#CustExp	  Q&A	  	  //	  	  Panelists	  Gary EdwardsChief Customer OfficerEmpathicaAlicia FiorlettaAssociate EditorRetail ...
#CustExp	  Thank	  You	  For	  A6ending!	  Download	  this	  presentaDon	  at:	  hBp://rtou.ch/cusFeedbackweb	  
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Re-Imagining Customer Feedback To Drive Action

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Re-Imagining Customer Feedback To Drive Action

  1. 1. Re-­‐Imagining  Customer  Feedback  To  Drive  Ac:on  #CustExp  
  2. 2. #CustExp  Type  ques:on  here  Welcome  Webinar  A6endees  
  3. 3. #CustExp  Follow  This  Webinar  On  Twi6er  #CustExp
  4. 4. #CustExp  About  Retail  TouchPoints  ü  Launched in 2007ü  Over 26,000 subscribersü  To provide executives with relevant,insightful content across a variety ofdigital mediumFree subscription to our weekly newsletter:WWW.RETAILTOUCHPOINTS.COM/SIGNUP
  5. 5. #CustExp  Panelists  Gary EdwardsChief Customer OfficerEmpathicaAlicia FiorlettaAssociate EditorRetail TouchPointsMODERATOR
  6. 6. Re-Imagining Customer Feedback toDrive ActionChief Customer OfficerEmpathica IncApril 25, 2013Dr. Gary Edwards
  7. 7. 77
  8. 8. © 2013 All Rights Reserved - ConfidentialChief Customer Officer•  9 years at Empathica•  PhD in Social ResearchMethodsDr. Gary EdwardsPrior experience•  Senior VP at Maritz•  GM of Gallup Canada8
  9. 9. © 2013 All Rights Reserved - ConfidentialAgendaThe accelerating evolution of customer feedbackDealing with the evolutionary forefrontDrive action to generate business value123
  10. 10. © 2013 All Rights Reserved - ConfidentialMarket researchScience of polling1000 customersPersonal relationshipDirect feedback5-10 customersSocial MediaOnline reviews3000 tweets/secondInternet surveysFeedback at volume500,000+ responses/yearThe Evolution of Customer Feedback101900s 1940s 2000s Today
  11. 11. © 2013 All Rights Reserved - ConfidentialFrequencyPersonal Relationships11Volume•  Customers viewed as friends•  Conversational feedback•  Direct and anecdotalPersonalrelationships
  12. 12. © 2013 All Rights Reserved - ConfidentialFrequencyMarket Research12Volume•  Retailers expanded beyond theirneighborhood•  Used science to guide the research•  Uncovered how differentdemographics buy and behavePersonalrelationshipsMarketResearch
  13. 13. © 2013 All Rights Reserved - ConfidentialInternet Surveys13VolumeFrequency•  Solicited feedback at scale•  Average retailer collects500,000+ surveys per year•  Better data, easier accessPersonalrelationshipsMarketResearchInternetSurveys
  14. 14. © 2013 All Rights Reserved - ConfidentialSocial Media14VolumeFrequencyPersonalrelationshipsMarketResearchInternetSurveys•  The evolutionary forefront offeedback•  Consumers are talking aboutyou whether you like it or not•  2 billion Foursquare check-ins,3000 tweets per secondSocial Media
  15. 15. © 2013 All Rights Reserved - ConfidentialThe Impact of Social Feedback152012 Empathica Consumer Insights Polluse Facebook to makepurchase decisionshave tried a brand dueto a social recommendation75%50%
  16. 16. © 2013 All Rights Reserved - ConfidentialAgendaThe accelerating evolution of customer feedbackDealing with the evolutionary forefrontDrive action to generate business value123
  17. 17. © 2013 All Rights Reserved - ConfidentialFeedback is Large and Fragmented17?
  18. 18. © 2013 All Rights Reserved - ConfidentialMaking Sense of Customer FeedbackLead The ConversationUnderstand how youare executingFollow The BuzzUncover trends in whatcustomers are sayingActFocus on what mattersmost to your customers1818
  19. 19. © 2013 All Rights Reserved - ConfidentialSurveys for structuredfeedbackMaking Sense of Customer FeedbackLead The ConversationUnderstand how youare executingFollow The BuzzUncover trends in whatcustomers are saying1919Focus on what mattersmost to your customersAct
  20. 20. © 2013 All Rights Reserved - ConfidentialUsing Science to Lead the ConversationRecommendationOverallSatisfiedRevisitIntentInteriorCleanAmple &AccessibleParkingClean & WellMaintainedExteriorClean &InvitingFriendlyGreetingThankedforComingInvitingServiceFeelValuedEmployeesEnjoyingTheir JobsUndividedAttentionEfficientServiceHelpfulEmployeeServiceGoodVarietyGoodAvailabilityExceededExpectationsLOYALTYStore Quality Product Offering2020
  21. 21. © 2013 All Rights Reserved - ConfidentialLearn Why? And How Much?21When you lead the conversation you learn whycustomers the feel the way they do, and how muchthey care.When you lead the conversation you do not learnabout what you do not know yet.Understand how youare executingLead The Conversation
  22. 22. © 2013 All Rights Reserved - ConfidentialSocial media, onlinereviews and open-endsMaking Sense of Customer FeedbackFollow The BuzzUncover trends in whatcustomers are saying2222Focus on what mattersmost to your customersUnderstand how youare executingLead The ConversationAct
  23. 23. © 2013 All Rights Reserved - ConfidentialMaking Sense of Online Buzz23Text AnalyticsNatural LanguageProcessingThe selection is always greatand the cashier was friendly.noungreat selectionpositivenounfriendly cashierpositive
  24. 24. © 2013 All Rights Reserved - ConfidentialLearn What? And How Often?24When you follow the buzz you learn what customersare saying to each other and how often they say it.When you follow the buzz you do not learn howimportant things are to outcomes or why theyhappen.Follow The BuzzUncover trends in whatcustomers are saying
  25. 25. © 2013 All Rights Reserved - ConfidentialAgendaThe accelerating evolution of customer feedbackDealing with the evolutionary forefrontDrive action to generate business value123
  26. 26. © 2013 All Rights Reserved - ConfidentialEnsure consistentexecutionDrive Action with Customer FeedbackLead The ConversationUnderstand how youare executingFollow The BuzzUncover trends in whatcustomers are sayingAct2626Focus on what mattersmost to your customers
  27. 27. © 2013 All Rights Reserved - ConfidentialDifferent Stakeholders, Different ValueAs a brand managerI want to identify systemicissues and trends27
  28. 28. © 2013 All Rights Reserved - ConfidentialLead the Conversation to Find Issues28
  29. 29. © 2013 All Rights Reserved - ConfidentialFollow the Buzz: What Are They Saying?29
  30. 30. © 2013 All Rights Reserved - ConfidentialReact to the Big Picture, Not Symptoms30
  31. 31. © 2013 All Rights Reserved - ConfidentialSeparate The Cause From The Symptoms31Loyalty AnalysisWait Time
  32. 32. © 2013 All Rights Reserved - ConfidentialDifferent Stakeholders, Different ValueAs a brand managerI want to identify systemicissues and trendsAs a location managerI want to build new habitsfor my staff32
  33. 33. © 2013 All Rights Reserved - ConfidentialUsing Comments to Drive Action3333
  34. 34. © 2013 All Rights Reserved - ConfidentialBubble Up Key Themes Across Channels3434
  35. 35. © 2013 All Rights Reserved - ConfidentialDrill Down to Key Issues3535
  36. 36. © 2013 All Rights Reserved - ConfidentialTake Action and Share Best Practices36Add another cashier when there are more than 3 people in line36
  37. 37. © 2013 All Rights Reserved - ConfidentialKeep Ahead of the Evolutionary Forefront37Dynamic on-demand access:Sentiment FrequencyTrend Chart Co-occurrenceDifferent Tools for Different Levels:AssociateContentwith theRightLocation:
  38. 38. © 2013 All Rights Reserved - ConfidentialMagnify the Value of a Great Experience38RetailclientresultsAdvocatesFeedback+-1 in 5 customersrecommend a location via social media20% increasein Facebook ‘Likes’
  39. 39. © 2013 All Rights Reserved - ConfidentialRe-Imagining Customer Feedback•  Customers are talking more often, to more people, inmore places•  The only way to deal with this feedback is to both leadthe conversation and follow the buzz•  Experience only improves when retailers take actionat multiple levels•  Make sure you get credit for your great experiencesthrough customer advocacy39
  40. 40. Learn More…http://www.empathica.com/3rd-party-feedback/Hundreds of millions of surveys over 10+ years1,000,000 advocates mobilizedCreating BrandExperiences to Love
  41. 41. #CustExp  Type  ques:on  here  Q&A  /  Submit  Your  QuesDons  
  42. 42. #CustExp  Q&A    //    Panelists  Gary EdwardsChief Customer OfficerEmpathicaAlicia FiorlettaAssociate EditorRetail TouchPointsMODERATOR
  43. 43. #CustExp  Thank  You  For  A6ending!  Download  this  presentaDon  at:  hBp://rtou.ch/cusFeedbackweb  

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