Tesco voice of the customer: achieving a 360 customer view

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Tesco voice of the customer: achieving a 360 customer view

  1. 1. LGA Customer Insight ConferenceVoice of the CustomerHow to achieve a complete 360ocustomer viewMaria SealeyHead of Customer Insight19 March 2012
  2. 2. What we will cover• The latest channels for capturing customer views• Multi-channel engagement: true customer visibility• Bridging departmental silos• Practicalities and pitfalls in marrying data with VOC• Standardising the view the customer has of your business g y -2-
  3. 3. The current environment Low Shrinking consumer disposable Low loyalty confidence incomes -3-
  4. 4. The Insight Challenge FAST DIRECTIVE INTEGRATED EFFECTIVE CUT THROUGH HIGHER RETURN ON INVESTMENT -4-
  5. 5. Some of our regular insight tools Brand Measures ASTs, INTERCEPTS, ASTs INTERCEPTS EXITS QUALIBUS Customer BespokeSatisfactionS ti f ti OMNIBUS Analytics Anal tics & Modelling WORKSHOPS -5-
  6. 6. Our new tools NET CHATS FUSION PROJECTS COMMUNITIES IN-HSE OMNIBUS, QUICK POLLS S i l Social Media Monitoring -6-
  7. 7. The insight spectrum Prompted Unprompted Customer Social Panel Data Online or offline media y Surveys Discussion Store exit forums interviews Focus groups Online In-store Store Communities audits observations -7-
  8. 8. Multi-channelMulti channel shopping behaviours 55% 59% 67% of dotcom now collect in research online visitors claim i it l i store after they before they they are have ordered shop in checking on line store prices -8-
  9. 9. Shared tools and approaches Customer Managers Dunnhumby Marketing PR & Comms Teams Shared Tools Shopper Thoughts OmnibusTesco Direct Qualibus Tesco Bank Tesco Families Social M di S i l Media Every Comment Helps Commercial C i l Dot.com D t Telecoms Creative Agencies g -9-
  10. 10. Pitfalls…andPitfalls and how to avoid them Pitfalls Practical Solutions Separate teams Single team Focus on Focus on business insight tools areas and priorities Bolting separate pieces of Integrated problem solving insight together Lack of flexibility Flexible start point Physical challenges in Our own panel linking data - 10 -
  11. 11. The Big Price Drop on the nation’s shopping list• £500m investment in price reduction• Dropped 3000 prices on pp p essentials customers need to buy day in day out• D Dropped prices on over 1000 d i favourite Tesco Brand products• Simple promotions - 11 -
  12. 12. The Big Price Drop Journey What consumers want supermarkets to do to help Be consistent in pricing with less fluctuation Offer genuine price reductions Cut price promotions on essentialsSpoke to over Cut price promotions on big ticket items 200k consumers Offer honest / easy to use price comparisons over 6 months Ensure offers represent an honest saving Be clear; be honest; be transparent - 12 -
  13. 13. Clubcard Points Booster - 13 -
  14. 14. Clubcard Points Booster - 14 -

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