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The Future of Voice of Customer Programmes - from Research to Customer Engagement


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What if you turned your voice of customer programme into a customer engagement programme?

Too many VoCPs substitute Net Promoter Score targets for thinking about how this valuable customer touch-point can be used to improve engagement.

This presentation was given in March 2011 at the Directors' Forum on Voice of Customer / Feedback / Customer listening

Published in: Business

    SLIDE 3:
    We work with these guys

    SLIDE 5:
    Voice of customer is more that just online surveys.

    SLIDE 8:
    I’m really just going to look at driving business value through customer engagement

    SLIDE 9:
    I wrote this back in 2006. I still believe it.

    SLIDE 10:
    Credit to Ron Shevlin for this definition.

    SLIDE 12:
    We focus on the dimensions of what makes us awesome to our customers. This is a technique that I credit my friend Ian Jindal with.

    SLIDE 13:
    There are 6 dimensions of what makes us awesome to our customers and we’re going to look at each

    SLIDE 15:
    Telecoms is well known for confusing people with devices and price plans.

    Is too much choice a problem?

    Study at Columbia Uni:
    Customers presented with selection of 6 or 24 gourmet jams
    Large selection made 60% of customers look at the jams vs 40%
    But 30% bought from limited selection vs 3% from extensive selection

    Both Walmat and Procter & Gamble have cut ranges and seen increase in sales

    SLIDE 16:
    What does simplicity look like

    SLIDE 17:
    So what might a simple VoC survey look like?

    SLIDE 19:
    Recognition is at the heart of every real relationship, particularly an engaged one.

    SLIDE 20: Many companies jump in with reward which is a mistake. Recognition is built. (I created this recognition chain back in 2007.)

    SLIDE 21:
    Remove a link and recognition collapses (along with trust and engagement)

    SLIDE 22:
    Many companies are good at asking customers… In order to capture VoC. But how many are great at feeding back to their customers what they are doing and expressing customer intimacy?

    SLIDE 23:
    There are many was of feeding back and demonstrating you listen.

    SLIDE 24:
    What might a VoC survey with built in recognition look like?

    SLIDE 27:
    Some brands are built on integrity

    SLLIDE 28:
    Some brands show integrity in the style and content they have.

    SLIDE 29:
    Some brands’ entire proposition is built around service. In this case peer to peer service.

    SLIDE 30:
    What might a VoC survey with integrity look like?

    SLIDE 33:
    Removing friction is not the same thing as tunnelling. I didn’t even know I was in the checkout process for my iPad. It was so clean and I just glided through it. Most customer experiences are death by a thousand paper cuts, too many cuts and they will leave you.

    SLIDE 34:
    Don’t assume customer just want usability. Challenge is a great motivator and engager, just make it appropriate

    SLIDE 35:
    What might a challenging VoC survey look like? The reality is that a customer will flip until they get what they want. But how does it change the experience?

    SLIDE 38:
    Customer engagement works at an emotional level as well

    SLIDE 41:
    I love this T-mobile ad. It’s fun and gets to me emotionally.

    The voice over is done by Harry Hill, mad cap comedian.

    SLIDE 42:
    How would Harry design your VoC programme?

    SLIDE 43:
    VoC survey as design by Harry Hill?

    SLIDE 45:
    Customers want to know that they’ve bought and engaged with the best. Make them feel proud. This doesn't mean premium, you can make them proud to have bought the cheapest, the fastest, the greenest, the smallest ...

    SLIDE 46:
    Sky are excellent at bringing innovation to the masses.

    SLIDE 47:
    The best butcher?

    SLDIE 48:
    What does the the best VoC survey look like?

    SLDIE 50:
    Where do most Voice of Customer programme play?
    Are you sure you want to  Yes  No
    Your message goes here

The Future of Voice of Customer Programmes - from Research to Customer Engagement

7 tips on getting the most from your Voice of Customer programme, no matter what technology you use. Richard Sedley
  2. Richard SedleyCommercial DirectorFoviance
  3. Question 1How many companies have aVoice of Customer programme?50%+
  4. Focus groups Online surveys Social media monitoringOffline questionnaires User testing Out of boxing Call-centre monitoringCustomer communities 1-2-1 interviews
  5. Question 2What’s the biggest problemwith VoC programmes?Lack of business value
  6. Disconnect between CX and business results delivered by VoC Programmes VoC programme’s value in improving customers’ experience VoC programme’s value in delivering financial results 43%Extremely valuable 12% 33% Very valuable 27% 15% Neutral 30% 8%Somewhat valuable 28% 0% Not at all valuable 3% Base: Customer experience professionals who work at organisations with VoC programmes currently in place Source: Forrester Global CX Peer Research Panel Survey
  7. Not measuring the right things Not doing the right things toto show business value drive business value
  8. CUSTOMER ENGAGEMENTis the best measure of current and futureperformance; an engaged relationship isprobably the only guarantee for a futurereturn on your organisation’s objectives.1st Annual Customer Engagement Report. Published 2006
  9. DefinitionCUSTOMER ENGAGEMENTRepeated interactions that strengthenthe emotional, psychological and physicalinvestment a customer has in a brand(product or service)
  10. Question 3How do we focus on theright things to drivecustomer engagement?
  11. ONESIX
  12. 1.Clarity &Simplicity
  13. Would you recommend us Yesto your Grandmother? X NoorThinking about your experience today. Select an optionOn a scale of 1-10, where 1 is negativeand 10 is positive, how likely would you beto recommend us to your Grandmother?
  14. Tip 1.Don’t make me think.With apologies to Steve Krug
  15. 2.Recognition & Reaction
  16. Reward Enabling Appreciating Remembering UnderstandingListening Recognition chain
  17. Recognitionchain
  18. Screen 1Would you recommend us Yesto your Grandmother? X NoScreen 21,450 people have answered this question in the last 30 days 950 We’re sorry you’re Grandmother won’t be hearing about us. We promise we’ll try harder in the future. 550 At the moment we have 33 projects running to improve our website. Find out moreYes No
  19. Tip 2.Recognition is the basis of any engagedrelationship.Always provide feedback on the feedback.
  20. 3.Integrity & Service
  21. Screen 1Would you recommend us Yesto your Grandmother? X NoScreen 2Oh no.Previous customers that haven’t • How to sign up • Changing contractwanted to recommend us have • How to top-upfound these usefulIf you can tell us a bit about whyyou wouldn’t recommend us we’lltry and improve. Send your comments to us
  22. Tip 3.Approaching VoC as purely an insightprogramme is a wasted opportunity.Incorporate help, advice and potentiallyentertainment into your programme.
  23. 4.Glide & Flow
  24. Flow highA psychological Arousalstate where aperson is fully Anxiety Flowimmersed andfocused on anactivity or task. ChallengeMihály Worry ControlCsíkszentmihályi Apathy Relaxation Boredom low low Skill level high
  25. Would you recommend usto your Grandmother? Flip for YES / NO
  26. Variable reinforcement highCreate outcomes,small or large, withoutbeing able to predict Variable intervalswhat action is going to Variable rewardsbe able lead to thatoutcome. Engagement Fixed interval Regular reward low short Time long
  27. Tip 4.Sometimes engagement is about tunnellingfor ease of use, sometimes it’s aboutchallenge.Don’t be scared to treat customersdifferently and reward them randomly.
  28. 5.Seduction& Delight
  29. INCREASING MOTIVATION PsychologyREMOVINGFRICTION Usability Joshua porter
  30. Would your Granny love a big kiss from us? No, she’s gone shoppin’ Sure thang, pucker up
  31. Tip 5.Sometimes people find things they enjoyeasy.Make your VoC programme the best thingabout your company?
  32. 6.Ambition &Innovation
  33. Would you like us to super X Yescharge your Granny? No
  34. Tip 6.Customers want to know they are engagingwith a best of breed company.Use your VoCP to represent your company’sbrand values and express aspiration – yoursand your customers’.
  35. Clarity & SimplicityRecognition Integrity& Reaction & Service Glide Seduction & Flow & Delight Ambition & Innovation
  36. Tip 7.Make your Voice of Customer Programmeless about ‘research’ and more about‘engagement’.Create a customer-centric VoCP in orderto maximise business value
  37. Richard