Voice of Customer in the Analytic Ecosystem


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Voice of Customer in the Analytic Ecosystem

  1. 1. Voice of the Customer Using Customer Feedback to Improve Site Experience
  2. 2. The Analytic Ecosystem To truly understand, manage, and improve customer relationships across all digital touch points, companies need a multi-tiered approach Web Analytics Customer Experience Voice of Customer Largely qualitative in Data is largely Both quantitative and nature and focuses quantitative and spans qualitative, focusing primarily on the visitor both visitor and session largely on the individual by exploring scope session intent, satisfaction and opinion
  3. 3. Voice of Customer Ecosystem Consumer Backyard Brand Backyard  Websites Social Networks  Public-facing  Intranet  Extranet Blogs/Forums  Online advertising  Publishers  Advertisers  Digital applications  Gadgets/widgets Digital Media  Online video  Downloadable products  Mobile
  4. 4. Brand Backyard Downloadable Applications Websites PDF Documents Mobile Display Advertising Gadgets/Widgets
  5. 5. Messaging “Someone obviously didn't do their homework…. If someone had, they would've quickly figured out that creating an ad like this, to target babywearing moms, would in essence be knocking us down, spitting in our face, and kicking dirt on us. Babywearing isn't a 'good idea in theory’, it's a good idea - period!”
  6. 6. Messaging A scarf worn by foodie Rachael Ray in a photograph to be used for a Dunkin’ Donuts ad is at the center of a controversy Wednesday. The PepsiCo Americas Beverages division of The Boston Globe reported that the PepsiCo is bowing to public demand and Canton-based company pulled an ad in scrapping the changes made to a flagship which Ray’s scarf looks much like a product, Tropicana Pure Premium orange juice. keffiyeh, a traditional headdress worn by Arab men.
  7. 7. Execution
  8. 8. Empower Customers
  9. 9. Actionable VoC Prioritize Granular Monitor & Alert Trend Scope
  10. 10. Real Time Intervention Engage, support and retain customers at the individual level  Custom Comment Card Thank You windows with keywords in the comments combined with contextual data to support customers as they leave feedback  Intelligent link  Bulletin  Instant chat  Priority help  Marketing opportunity
  11. 11. VoC Integration – Web Analytics
  12. 12. VoC Integration – Customer Experience Management
  13. 13. Panel Discussion Manoj Jasra Specialist, Web Business Development Shaw Communications Bill Bruno VP, Business Development & Technology Stratigent
  14. 14. Foundational “Measurement & Analysis” Solutions Organizations Consultants Marketing Performance Campaign Optimization Measurement Content Optimization Multivariate Testing Customer Experience Web Analytics Voice of Customer Management
  15. 15. Common Definitions What is overall customer experience?  The perception customers have of their interactions with an organization What is the perfect customer experience?  A set of interactions that consistently exceed the needs and expectations of a customer What is the goal of a customer experience initiative?  Increase conversion, decrease call center activity, increase brand loyalty, etc.
  16. 16. Five Stages of Experience-Based Stage 5: Embedded Differentiation Maturity Customer experience is the fabric of the company; not separately discussed Stage 4: Engaged Customer experience is one of the core tenets of the firms strategy Stage 3: Committed Customer experience is critical and executives are actively involved Stage 2: Invested Customer experience is very important and formalized programs emerge Stage 1: Interested Customer experience is important, but receives little funding
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