Voice of the Customer: The Customer POV

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Steve Mast, President, Delvinia, delivered the following presentation at the the company's Voice of the Customer Roadshow, held in Toronto on June 21 and presented in partnership with Confirmit and AskingCanadians.

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Voice of the Customer: The Customer POV

  1. 1. voice of the customerTHE CUSTOMER POV
  2. 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. 3. Do customersbelieve brands arereally listening tothem?
  4. 4. feel it’s91% important for brands to offer a feedback channel.
  5. 5. provided69% feedback to a brand in the past year.
  6. 6. feel that50% brands are more receptive to feedback today than 3 years ago.
  7. 7. WHY?
  8. 8. Historical Data Support tickets Order history Contact Data Contact Information Lead source Win/Loss Evaluation Customer Satisfaction Support Experience Social Media Conversations Product EnhancementVoice of the Customer Data Feedback
  9. 9. TRUTHBrands suck at creating engaging feedback experiences.
  10. 10. Actively and explicitly invitecustomers to speak to you.And it won’t kill you to makethe experience engaging.
  11. 11. What docustomers wantin return for theirfeedback?
  12. 12. ACTION
  13. 13. 69% 40% 31%Acknowledge Evidence that or reply you took Extrinsic message action reward
  14. 14. Active interest in yourcustomer’s advice.
  15. 15. 86% want to hear what other customers had to say.
  16. 16. They want a two waydialogue with the brand.
  17. 17. Create an environment inwhich your customers canfreely speak theirminds, positive or negative.Look for ways to create a twoway dialogue.
  18. 18. Do customers careabout the feedbackexperience?
  19. 19. customers have1in3 switched brands as a result of being frustrated with the feedback experience.
  20. 20. “On the Canadian Tirewebsite, I encountered afeedback survey with 34questions – and some of themgave an overwhelming numberof answer choices (22 in onecase). By the time I got to theend of the survey I wanted tokill myself. I questioned whatan online survey that was solong said about the retailer’scustomer-centricity.”Avinash Kaushik, Google
  21. 21. “I came,I puked,I left.”Avinash Kaushik, Google
  22. 22. Completion rate increased from 22% to 42%Increased in mentions regarding how easy it is to apply online
  23. 23. VoC is PART of the Customer Journey
  24. 24. Make your VoC programconvenient and easy foryour customers. Make it partof their journey.
  25. 25. 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.
  26. 26. THANK YOU.STEVE MAST President, Delvinia smast@delvinia.com twitter @stevemast www.delvinia.com 416.779.4149

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