The document discusses how to collect customer data from various sources and how to use that data within a company. It recommends collecting 50% of data from customer-facing employees, 40% from third parties like mystery shops, and 10% from online monitoring. It provides examples of using customer satisfaction data and feedback on the sales, product, and marketing sides of a business. Specifically, it shows that customers who report good service spend more on average. It also shares an example of a Lego product idea website and encourages using customer testimonials and advocacy for marketing.

1. WHAT DO YOU
THINK ABOUT
YOUR BRAND?
EVOLUTION 2018 – Szabó Edit

2. CUSTOMER

3. HOW TO COLLECT DATA?
FROM
YOUR CUSTOMERS
• EMPOWER CUSTOMER
FACING EMPLOYEES
• SMALL ONLINE SURVEYS
• PHONE CALLS
• FOCUS GROUP INTERVIEWS
• CUSTOMER SATISFACTION
SURVEYS
• INTERCEPT INTERVIEWS
50%
FROM A
3RD PARTY PROVIDER
40%
• MYSTERY VISITS
• EXIT INTERVIEWS
• BRAND AUDITS
• VOICE OF CUSTOMER
VIDEOS
FROM
ONLINE MONITORING
10%
• WEBSITE ANALYTIC TOOLS
• SOCIAL MEDIA MONITORING
• ONLINE LISTENING

4. EXAMPLES OF THE METHODS
ONLINE LISTENING TOOLS &
REPUTATION MANAGEMENT
VOICE OF CUSTOMER
VIDEO
CSAT SURVEY

5. WHERE TO USE THE DATA?
DATA
HR SIDE
 PERFORMANCE
MANAGEMENT
 MOTIVATION
SALES SIDE
 INCREASE BASKET SIZE
 MAXIMISE
CONVERSION
 PREVENT CHURN
PRODUCT SIDE
 PRODUCT IMPOVEMENT
 NEW PRODUCT LAUNCH
MARKETING SIDE
 MARKET IDENTIFICATION
 TESTIMONIALS
 CUSTOMER ADVOCACY

6. 49.9
25.2
11.0
13.8
Good service
Average
Poor service
Fans
3.00 3.02
3.21
3.11
Basket value*
EXAMPLES OF SALES SIDE
Those who reported that they get Good Service, had an avarge bigger Basket Value, then those
who experienced poor service. (Exception: Fans)

7. EXAMPLE OF PRODUCT SIDE
https://ideas.lego.com/dashboard

8. EXAMPLES OF MARKETING SIDE

9. QUESTIONS
& AHA’S

10. www.bareinternational.eu
CONTACT
Szabó Edit
eszabo@bareinternational.com