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Customer Insight: Online, On Time, and On Budget


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Laura Hernandez's presentation at the September 16, 2009 JAMA Conference. Web-based tools and tactics for collecting customer insight without breaking the bank.

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Customer Insight: Online, On Time, and On Budget

  1. 1. What’s on your mind?<br />
  2. 2. About<br />Full-service interactive advertising agency<br />Top-50 agency (AdWeek & BtoB)<br />Fortune 100 clients<br />9 offices including Houston & Seattle<br />Owned by MPS Group (NYSE: MPS)<br /><br />
  3. 3. Customer Insight<br />Online, on time, and on budget: Web-based tools and tactics for collecting customer insight<br />Laura Hernandez<br />Director of Strategy<br />
  4. 4. Customer Insight is the collection, deployment and translation of information that allows a business to acquire, develop and retain their customers.<br />- Wikipedia<br />
  5. 5. Insight 101<br />Pick up any book on Customer Insight and it will tell you its all about….<br />Demographics and psychographics<br />Data mining and data buying<br />Purchase trends and buyer behavior<br />Conducting massive amounts of research<br />Zzzzzzzzz…. and $$$$$$$$.....<br />
  6. 6. Insight On the Cheap <br />What if your confusing website or awkward customer service is skewing all that data?<br />Could you learn the most about your customers by just listening to them?<br />And does listening to them really need to be Zzzzzzzzz…. and $$$$$$$$.....?<br />
  7. 7. Web Analytics <br />Robust, feature-rich, highly customizable<br />Google has an API as well<br />Risks if you are doing PPC<br />Free! <br />
  8. 8. Visual Analytics <br />Watch videos of website visits<br />Scrolling, Form, Link, & Heatmap reports<br />Free for sampling of data, $59+/month for robust data<br />
  9. 9. Search LOGS<br />Easiest way to see what customers expect from your company, but aren’t finding…<br />Free (depending on your hosting solution)<br />
  10. 10. Ratings, reviews, & Comments<br />Third Party Reviews & Ratings<br />Blog Comments – Test the waters<br />Free (depending on your hosting solution)<br />
  11. 11. Idea Exchanges<br />How do you know what customers want? Ask them!<br />Low Cost (Could accomplish with small form on your site or blog platform)<br />
  12. 12. Customer Forums<br />Give your customers a place to chat<br />Low and High Costs<br />Many free forum and board platforms<br />Can be very costly to moderate <br />
  13. 13. Online Focus Groups<br />Lots of “solutions” on the market, but the big players work great – and let you record sessions<br />Webex: $69.00 per month for 25 participants<br />Goto Meeting: $49.00 per month for 15 participants<br />
  14. 14. Online Surveys<br />The most obvious and cost-effective method, but often abused<br />SurveyMonkey: Free for 10 questions and 100 responses, $200 a year for no limits<br />Zoomerang: Free for 30 questions and 100 responses, $199 a year for no limits<br />TIPS<br /><ul><li>Entice participants with a sweepstakes
  15. 15. Keep the surveys short; too many questions result in bad data
  16. 16. Overly stress data and privacy protection</li></li></ul><li>ONLINE Usability testing<br />UserVue & Silverback<br />Record screen activity and audio<br />UserVue: $150 per Month (Unlimited sessions, one at a time, US/Canada)<br />Silverback: $49.95 unlimited usage, only for Macs<br />
  17. 17. ONLINE Card Sorting<br />Optimal Sort & Web Sort<br />Break down concepts & taxonomies how customers see them<br />Optimal Sort: Free for small, $109 per Month for large<br />Web Sort: Free for small, $79 per study for large<br />
  18. 18. Participant Recruiting<br />Ethnio<br />Captures real users in real situations using layer popup on your site<br />Free (for up to 20 recruits - $400 for 200 recruits)<br />We use Craigslist a lot for Free in Gigs section or $25.00 in Jobs section<br />
  19. 19. Social Monitoring<br />Create a Facebook fan page and give fans something to talk about<br />What are people “digging” about your company the most?<br />Free, but it takes a lot of time to keep a fan page interesting<br />
  20. 20. Links & resources<br />Google Analytics<br />Yahoo Analytics<br />ClickTale<br />Survey Monkey<br />Zoomerang<br /><ul><li>UserVue
  21. 21. Silverback
  22. 22. Optimal Sort
  23. 23. Web Sort
  24. 24. Ethnio</li></li></ul><li>Questions & answers<br />Laura Hernandez<br /><br />
  25. 25. Thank you<br />