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voice of the customer
THE CUSTOMER POV
1. Do customers believe brands
   are really listening to them?

2. What do customers want in
   return for their feedback?

3. Do customers care about the
   feedback experience?
Do customers
believe brands are
really listening to
them?
feel it’s


91%
       important for
        brands to offer a
      feedback channel.
provided


69%
      feedback
       to a brand in
      the past year.
feel that


50%
         brands are
      more receptive
      to feedback today
       than 3 years ago.
WHY?
Historical Data
                                           Support tickets

                        Order history                         Contact Data


            Contact Information
                                                                  Lead source




           Win/Loss Evaluation                                    Customer Satisfaction


                  Support Experience                          Social Media Conversations

                                        Product Enhancement
Voice of the Customer Data                   Feedback
TRUTH
Brands suck at creating engaging feedback experiences.
Actively and explicitly invite
customers to speak to you.
And it won’t kill you to make
the experience engaging.
What do
customers want
in return for their
feedback?
ACTION
69%
                40%             31%
Acknowledge     Evidence that
     or reply       you took     Extrinsic
    message            action     reward
Active interest in your
customer’s advice.
86%
      want to hear what
        other customers
              had to say.
They want a two way
dialogue with the brand.
Create an environment in
which your customers can
freely speak their
minds, positive or negative.
Look for ways to create a two
way dialogue.
Do customers care
about the feedback
experience?
customers have


1in3
        switched brands
         as a result of being
          frustrated with the
       feedback experience.
“On the Canadian Tire
website, I encountered a
feedback survey with 34
questions – and some of them
gave an overwhelming number
of answer choices (22 in one
case). By the time I got to the
end of the survey I wanted to
kill myself. I questioned what
an online survey that was so
long said about the retailer’s
customer-centricity.”

Avinash Kaushik, Google
“I came,
I puked,
I left.”
Avinash Kaushik, Google
Completion rate increased from 22% to 42%
Increased in mentions regarding how easy
            it is to apply online
VoC is PART of the Customer Journey
Make your VoC program
convenient and easy for
your customers. Make it part
of their journey.
1. Actively and explicitly invite customers to
   speak to you. And make the experience
   engaging!

2. Create an environment in which your
   customers can freely speak their minds.
   Look for ways to create a two way
   dialogue.

3. Make your VoC program convenient and
   easy for your customers. Make it part
   of their journey.
THANK YOU.
STEVE MAST
             President, Delvinia




                                   smast@delvinia.com
                                   twitter @stevemast
                                   www.delvinia.com
                                   416.779.4149

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Voice of the Customer: The Customer POV

  • 1. voice of the customer THE CUSTOMER POV
  • 2. 1. Do customers believe brands are really listening to them? 2. What do customers want in return for their feedback? 3. Do customers care about the feedback experience?
  • 3. Do customers believe brands are really listening to them?
  • 4. feel it’s 91% important for brands to offer a feedback channel.
  • 5. provided 69% feedback to a brand in the past year.
  • 6. feel that 50% brands are more receptive to feedback today than 3 years ago.
  • 8. Historical Data Support tickets Order history Contact Data Contact Information Lead source Win/Loss Evaluation Customer Satisfaction Support Experience Social Media Conversations Product Enhancement Voice of the Customer Data Feedback
  • 9. TRUTH Brands suck at creating engaging feedback experiences.
  • 10.
  • 11.
  • 12.
  • 13. Actively and explicitly invite customers to speak to you. And it won’t kill you to make the experience engaging.
  • 14. What do customers want in return for their feedback?
  • 16. 69% 40% 31% Acknowledge Evidence that or reply you took Extrinsic message action reward
  • 17. Active interest in your customer’s advice.
  • 18. 86% want to hear what other customers had to say.
  • 19. They want a two way dialogue with the brand.
  • 20.
  • 21. Create an environment in which your customers can freely speak their minds, positive or negative. Look for ways to create a two way dialogue.
  • 22. Do customers care about the feedback experience?
  • 23. customers have 1in3 switched brands as a result of being frustrated with the feedback experience.
  • 24. “On the Canadian Tire website, I encountered a feedback survey with 34 questions – and some of them gave an overwhelming number of answer choices (22 in one case). By the time I got to the end of the survey I wanted to kill myself. I questioned what an online survey that was so long said about the retailer’s customer-centricity.” Avinash Kaushik, Google
  • 25.
  • 26. “I came, I puked, I left.” Avinash Kaushik, Google
  • 27.
  • 28. Completion rate increased from 22% to 42% Increased in mentions regarding how easy it is to apply online
  • 29. VoC is PART of the Customer Journey
  • 30. Make your VoC program convenient and easy for your customers. Make it part of their journey.
  • 31. 1. Actively and explicitly invite customers to speak to you. And make the experience engaging! 2. Create an environment in which your customers can freely speak their minds. Look for ways to create a two way dialogue. 3. Make your VoC program convenient and easy for your customers. Make it part of their journey.
  • 32. THANK YOU. STEVE MAST President, Delvinia smast@delvinia.com twitter @stevemast www.delvinia.com 416.779.4149