The document outlines a case study of The Telegraph newspaper implementing surveys within their tablet app to capture subscriber feedback. It discusses the design and integration of the surveys directly into the app experience, as well as the multichannel analysis and business actions taken as a result of the insights gathered. Key phases included survey design optimized for tablets, integration into the app, operational and strategic analysis of feedback, and closed-loop actions like app improvements and automated reporting. The program helped improve the app experience for 45-65 year old subscribers and established a dialogue between the publication and its digital users.

1. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
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4. 1
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Capturing insights from
“The Telegraph” tablet app
through embedded surveys
Miguel Ramos, Mobile Practice Lead

5. 2
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Christmas Presents

6. 3
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This Summer

7. 4
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Mature generations embracing technologies

8. 5
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UK

9. 6
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Mobile phones and tablets: 6% of all sales

10. 7
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Tell The Telegraph

11. 8
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The Telegraph Total UK Reach
513,846

12. 9
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The Telegraph Online and Average Age

13. 10
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Challenge
Systematically measure
subscriber experience
Multichannel

14. 11
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IVR Survey
Initially
Measure
contact centre
service level

15. 12
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VoC Multichannel: Newspaper Editions

16. 13
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Subscriber Programme
Newspaper edition
Online digital edition
Tablet app
Moved from paper to online

17. 14
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The Telegraph iPad App

18. 15
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Programme Phases
Design & Integration
Multichannel
Analysis
Real-time analysis
Operational & Strategic
Business Actions
Closed loop alerting
Case management
Role based reporting
Strategic action management
Exec Mgmt
CX/Insights
Team Leader
Area Manager
Product Manager
Account Manager

19. 16
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Programme Phases
Design & Integration

20. 17
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Design

21. 18
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Design

22. 19
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Design
10 questions
Background data

23. 20
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Design
Screen resolution
Browser resolution
Browser type
Operating system
Device information

24. 21
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Design
Bigger
clickable
choice
answer
buttons

25. 22
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Design
Bigger
slider
bars

26. 23
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Design
Progress
bar with
percentage
of survey
done

27. 24
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Completion Rate
87%

28. 25
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Programme Phases
Design & Integration

29. 26
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Integration
https://survey.euro.confirmit.com/wix/p1357985343.aspx
https://survey.euro.confirmit.com/wix/p1357985343.aspx?userid=11

30. 27
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Integration
GPSAES Images

31. 28
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GPS & Images

32. 29
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GPS & Images

33. 30
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Programme Phases
Design & Integration
Multichannel
Analysis
Real-time analysis
Operational & Strategic

34. 31
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Analysis
Operational Strategic
Survey
Management
Insights to the
Business

35. 32
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Analysis: Operational
87%

36. 33
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Analysis: Strategic

37. 34
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Analysis: Strategic

38. 35
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Analysis
Operational
Immediate access, crosstab
validations, survey metrics,
programme management
Strategic
Customised portal
Insights to the business

39. 36
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Programme Phases
Design & Integration
Multichannel
Analysis
Real-time analysis
Operational & Strategic
Business Actions
Closed loop alerting
Case management
Role based reporting
Strategic action management
Exec Mgmt
CX/Insights
Team Leader
Area Manager
Product Manager
Account Manager

40. 37
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Business Actions
Alert management and
calls to action
Improvement of app
features

41. 38
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Summary
45-65 are app friendly
Integration of web surveys
within existing apps
Reports and automated alerts

42. 39
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Multichannel Feedback
monologue

43. 40
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Multichannel Feedback
dialogue

44. 41
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Copyright © 2014 Confirmit. All Rights Reserved
Miguel Ramos, Mobile Practice Lead
Miguel.Ramos@confirmit.com
Thank You

45. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

46. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

47. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW