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Ecew alan wilson_presentation

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Ecew alan wilson_presentation

  1. 1. ECEW 22-23 May 2012 Global Insights from the Voice of the Customer : 2012 Professor Alan Wilson University of Strathclyde Business School
  2. 2. ECEW 22-23 May 2012 The World’s Most Valuable Brands 2 source: Interbrand 2011
  3. 3. ECEW 22-23 May 2012 • Branding is not simply something that is done to consumers – it is the consumers who place a perceived meaning on a brand. • The management and consistency of the Customer Experience has a significant impact on these perceptions. Who creates your brand? 3
  4. 4. ECEW 22-23 May 2012 The Brand Iceberg 4 Logo/ Name Advertising Operations PersonnelService Environment Brand Communications Customer Experience
  5. 5. ECEW 22-23 May 2012  The Integration of Metrics o demonstrating the linkages between metrics and activities  Clear Communication and Dissemination o encourage use of the information  Measurement for Improvement o helping teams to improve rather than simply keeping score Contemporary Themes in Maintaining Consistency 5
  6. 6. ECEW 22-23 May 2012 6 Research covered 30 countries
  7. 7. ECEW 22-23 May 2012 Listen Connect Interpret Improve Creating Value from Feedback 7
  8. 8. ECEW 22-23 May 2012 Listen Engagement  Metrics  Channels 8
  9. 9. ECEW 22-23 May 2012 Feedback Metrics Used 9
  10. 10. ECEW 22-23 May 2012  24% of total sample used Net Promoter Score as their only metric  73% undertake analysis of unstructured data/feedback Feedback Metrics 10
  11. 11. ECEW 22-23 May 2012 Channels Used : 11
  12. 12. ECEW 22-23 May 2012 Do you give customers their choice of feedback method? 12
  13. 13. ECEW 22-23 May 2012 Connect Integration  Data combinations  Who owns data 13
  14. 14. ECEW 22-23 May 2012 The complexity and breadth of measures as a result of increasing computerisation can often make it more difficult rather than easier for managers to manage. 14
  15. 15. ECEW 22-23 May 2012 Dashboards 15
  16. 16. ECEW 22-23 May 2012 Feedback metrics combined with: 16
  17. 17. ECEW 22-23 May 2012 Dept. Owning Customer Feedback Programme 17
  18. 18. ECEW 22-23 May 2012 Interpret What does it mean?  Correlations / Patterns  Best Practice 18
  19. 19. ECEW 22-23 May 2012 Our Customer Feedback Correlates with 19
  20. 20. ECEW 22-23 May 2012 Statement best describing our customer experience program. 20
  21. 21. ECEW 22-23 May 2012 Improve Outcomes  Delivering Consistency and Innovation  Impact on the Board Room 21
  22. 22. ECEW 22-23 May 2012 Using Customer Experience Programme for: 22
  23. 23. ECEW 22-23 May 2012 Analysed Feedback incorporated into: 23
  24. 24. ECEW 22-23 May 2012 Design and Implementation • Programme complexity - coordination, collation and analysis of various channels and global operations • Rich verbatim • Lag in addressing and embedding change • Getting buy-in from departments/silos to respond • Staff attitudes Top Level Support • Getting commitment from Executive Team • Prioritisation of resources to implement change Main Challenges Identified 24
  25. 25. ECEW 22-23 May 2012 Analysing rich verbatim Managing Complex Measures and Channels Turning Feedback into Action Getting Corporate- wide Buy- in Key Areas for Discussion at ECEW 2012 25
  26. 26. ECEW 22-23 May 2012

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