Companies need a multi-tiered approach to truly understand customer relationships across digital touchpoints, including web analytics, customer experience management, and voice of the customer. Voice of the customer focuses on qualitative data about the visitor through exploring intent, satisfaction, and opinions. It aims to empower customers and take actionable feedback to continuously improve the customer experience.
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Voice of Customer in the Analytic Ecosystem
1. Voice of the Customer
Using Customer Feedback
to Improve Site Experience
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. 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. Brand Backyard
Downloadable Applications
Websites
PDF Documents
Mobile
Display Advertising
Gadgets/Widgets
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. 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.
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
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. 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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Opinion Lab
Mark Krebs
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