Kyle Groff outlines a 9 step process for developing a world-class Voice of the Customer (VoC) program: 1. Map the customer journey and touchpoints. 2. Develop measurement channels for each touchpoint. 3. Test formats and refine questions. 4. Identify reporting levels from macro to micro. 5. Tie goals and incentives to customer experience metrics. 6. Develop an action process to make insights actionable. Innes Vanderniepen discusses Brussels Airlines' multi-layered NPS program objectives of prioritization, focus areas, and closing the feedback loop. She emphasizes collaboration, communication, and gaining management support.

1. 9 Steps to a World Class VoC Program
Qualtrics
@Qualtrics / #QualtricsWebinars
SM

2. Webinar Overview
“9 steps to a world class VoC program”
Estimated Time: 45 minutes
5 minutes Des Martin - Introduction
20 minutes Kyle Groff
15 minutes Innes Vanderniepen
10 minutes Q&A
5 minutes Upcoming Events

3. Des Martin
Head of Growth EMEA
Qualtrics

4. Kyle Groff
Principal Consultant
Qualtrics Customer Experience
& Formerly JetBlue

5. Innes Vanderniepen
Customer Experience Quality Manager
Brussels Airlines

6. Brands & Organizations
7.0K+
of the top 100
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Users
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Used In
Countries
75+
The World’s
Leading
Insight
Platform
PROVO / USA
DUBLIN / IRL
SYDNEY / AUS
SEATTLE / USA

7. Customer Insights
Voice of the Customer Programs
Customer Satisfaction Surveys
Net Promoter Systems
Website Experience Feedback
Employee Insights
360-degree Employee Feedback
Employee Engagement Surveys
Employee Satisfaction Surveys
Exit Interviews
Market Insights
Ad Testing
Concept Testing
Market Research
Academic Studies
All your insights in one place

8. Upcoming Events
Cxweek.com – May 11th – 15th
Qualtrics Live Dublin – June 18th

9. Kyle Groff
9 steps to a world class VoC program
SM
Europe
May 8, 2015

10. Kyle has over 10 years of experience building,
maintaining and improving measurement
programs in both the employee and customer
experience (CX) domains. Most recently he
launched the Employee Engagement program
for JetBlue Airways and led a ground-up
redesign of their Voice of the Customer (VoC)
program. For these efforts, Kyle was named 1to1
Media’s 2014 Customer Champion, joining a
distinguished list of practitioners who have
demonstrated industry-leading methods and
results. Kyle holds a doctorate in Industrial and
Organizational Psychology and has expertise in a
wide-range of statistical methods and principles.
Kyle Groff, Ph.D.Principal Consultant, Customer Experience
Qualtrics

11. o What Does This Mean To You?
o Assumes Practitioners Know What
To Do With This
o Assumes Practitioners Know How
to Actually Build a CX Program
The Ultimate
Question

12. HowDoIBuilda
CustomerFeedbackProgram?
Questions?
Metrics?
Taking Action?

13. What do I measure?
What should I measure?
How should I measure
these things?
Now what do I do once
I’ve measured something?
What do I do with these
numbers?
The WHN Model
What? How? Now?

14. What?
What Do I Measure?
1. Map it out
• Create a Customer Journey Map,
an outline of the customer journey
broken into major touch points
• Consider multiple points of view
• Cluster into major touch points

15. How?
How Do I Measure It?
2. Develop Channels
• Decide how to collect data at each
touch point
• Ensure you cover all major touch
points
• For survey, create more questions
than you plan on using
Image Source: appinions website

16. How?
How Do I Measure It?
3. Test Format
• Test channel with 300-400 customers
• Revise buckets based on feedback &
analysis of items
• Aim for less than 20 quantitative
questions in any single channel
• Conduct focus group to examine
content & flow
Image Source: freeenterprise.com

17. Now?
Now What?
4. Reporting Levels
• Identify reporting levels
• Work from macro to micro
• Create data flow diagram
CEO
Marke*ng
Product
Web
EVP

18. Now?
Now What?
5. Goals
• Tie incentives to CX metrics
• Make specific to each area

19. Now?
Now What?
6. Action Process
• Develop root cause process
• Make insights actionable
• Leverage text analysis to go
beyond quantitative data

20. Innes Vanderniepen
9 steps to a world class VoC program
SM
Europe
May 8, 2015

21. Innes Vanderniepen
Customer Experience Quality Manager,
Brussels Airlines
Innes worked for 2 years for Bain & Company, a
management consulting firm, where she took part
in projects across a variety of industries and
functional areas before joining Brussels Airlines in
2014. Since then her main project has been the
implementation of a NPS program for the airline..

22. The
bad
news
The
good
news
There is no standard,
off-the-shelf Voice of the Customer
program to source
and implement
There is no standard,
off-the-shelf Voice of the Customer
program to source
and implement
You
will
need
to
go
through
all
WHN
steps
to
develop
your
own
program
You
get
to
tailor
your
VoC
program
to
fit
your
company’s
ambi*ons,
objec*ves
and
culture
There is good news and bad news…

23. At Brussels Airlines, we started by defining
the overall objectives of our program
Drive
and
support
the
company
culture
shi6
towards
a
customer-­‐centric
organisa8on,
giving
our
guests
a
voice,
heard
loud
and
clear
by
frontline,
middle
management
and
execu*ves
Iden8fy
and
priori8se
service
delivery
and
service
recovery
topics
to
address
in
order
to
improve
the
customer
experience
quality
Review
priority
products
&
processes
(key
baKles)
and
monitor
the
progress
made
by
the
implemented
ac*on
plans
STRATEGIC
TACTICAL
1
2
3
We
chose
to
implement
an
NPS
program
What?

24. Tension between our objectives and
a short survey lead to a layered approach
Short
general
NPS
survey
to
iden8fy
&
priori8se
our
key
baKles
“How
likely
are
you
to
recommend
Brussels
Airlines
to
a
friend
or
colleague?”
Mul*ple
short,
topic
specific
NPS
surveys,
collec8ng
ac8onable
insights
on
the
key
baKles
to
serve
as
input
into
the
ac*on
plans
Call
backs
to
respondents
to
get
more
insights,
create
trac*on
with
management
and
develop
customer
centricity
(Recovery
is
a
side-­‐effect)
LAYER
1:
Priori8sa8on
LAYER
2:
Focus
areas
LAYER
3:
Closing
the
FB
loop
Cabin
crew
survey
Complimentary
catering
survey
Brussels
Airport
survey
Vienna
Airport
survey
What?

25. A million questions need to be answered
before your first survey can be How?
• What
is
the
ul*mate
goal
of
the
survey?
• What
is
the
ul*mate
goal
of
each
ques8on?
• Which
ques8on
type
should
be
used?
• How
to
trade
of
survey
length
vs.
response/
drop
off
rate?
• How
to
trade
of
survey
length
vs.
emo8onality?
• …..
• Who
to
survey
and
when?
• Where
to
we
get
the
contact
data?
• What
is
the
message
of
our
invite
email?
• What
language(s)
to
use
and
how
to
manage
them?
• How
to
respond
to
incoming
emails
on
the
survey
mailbox?
• …..
Designing
the
survey
Sending
the
invites

26. Now?
Communication and reporting will
help define the success of the program
Repor8ng
&
ac8on
plans
Broad
awareness
• How
to
set
up
the
ini8al
repor8ng?
• Self
service
dashboards
or
ready-­‐made
repor*ng?
• How
to
create
accountability?
• How
to
manage
expecta8ons?
• …
• How
to
reach
every
layer
of
the
company?
• What
channels
are
available?
• How
to
create
enthusiasm
for
your
VoC?
• How
to
keep
it
simple
and
clear?
• …

27. What we have learned
during this last year
• Keep
communica8on
simple
and
straighVorward
• It
is
not
about
data
collec8on
or
crea*ng
reports:
It
is
about
ac8onability,
change
management
and
customer
centricity
• Go
slow,
take
a
stepped
approach.
But
don’t
wait
for
the
perfect
system
• Collaborate
and
cross-­‐communicate,
internally
and
externally
• Get
management
on
board
and
find
sponsors
at
the
highest
level
• Make
your
first
case
studies
and
projects
winners.
You
likely
get
only
one
chance
to
build
credibility
for
your
program
3
2
1
4
5
6

28. 28
Questions?

29. Upcoming Events
Cxweek.com – May 11th – 15th
Qualtrics Live Dublin – June 18th
More Information Email: desm@qualtrics.com

30. ‘Sophisticated Research Made Simple’
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