Building an Effective Voice of the Customer Program
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The document is a summary of a webinar on building an effective voice of the customer (VOC) program. The webinar discussed: - The current landscape of VOC programs and tools, with analytics being a major focus of IT investment in 2014. - Getting started with a VOC program by designing a simple, relevant, and scalable program, and acquiring information on customers and context. - Improving the effectiveness of VOC programs by strategizing, prioritizing, acquiring information and context, collaborating across teams, and regularly evaluating the program. - Key recommendations included assessing organizational priorities and stakeholders, defining clear ownership and accountability, cultivating collaboration over confrontation, and adapting the program as needs change over
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Building an Effective Voice of the Customer Program
- 1. www.userzoom.com Webinar: Building an Effective Voice of the Customer Program: Going Beyond Surveys, Tweets, Complaints and Big Data Joanne Kok, Market Researcher and Business Strategist #uzwebinar
- 2. www.userzoom.com Joanne Kok Market Researcher and Business Strategist Speaker Alfonso de la Nuez Co-Founder and Co-CEO UserZoom Moderator Speakers:
- 3. www.userzoom.comwww.userzoom.com • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar Quick Housekeeping 3
- 4. www.userzoom.com • UserZoom offers an all-in-one, multichannel and agile approach to managing digital Customer Experiences. We enable Businesses to cost- effectively plan, research, design, and measure CX and UX on a unified software platform. • Founded in 2007; launched SaaS platform in 2009 • International company, offices in Silicon Valley, Spain, U.K., Germany • 66 employees • 50% of Fortune’s Most Admired Brands. About UserZoom
- 6. www.userzoom.comwww.userzoom.com About UserZoom 6 1. Listen Intercept surveys and feedback tabs Continuously listen to your customer 4. Measure Web & Mobile VOC Continuosly Measure Customer Satisfaction 2. Research Define UX & Usability benchmarks Scale UX research with online/remote testing capabilities 3. Test & Act Prototype Testing Card Sorting & Tree Testing Cost-effective Remote Usability Testing Holistic, all-in-one, approach to CEM
- 7. www.userzoom.com UserZoom CEM Platform & Solutions 7 Intercept Surveys Feedback Tabs Mobile App VOC Remote Usability Testing Mobile Usability Testing Card Sorting Tree Testing Screenshot Click Testing Screenshot Timeout Testing Online Surveys Usability Data Survey Responses IA Data Behavioral Data Video Recording VOC & Survey Solutions UX & Usability Solutions Results Access to Quality Panels Customer Success & Enablemen t Services UX Research & Consulting Services
- 8. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • The landscape today • Getting started • Improving the effectiveness of VoC programs • Q&A Agenda 8
- 9. www.userzoom.com Building a VOC Program Webinar, Joanne Kok “U.S. CIOs expect their external IT budgets to increase 4.8 percent this year -- compared with a 5.2 percent increase in 2013 -- while European CIOs expect a 3.7 percent increase, compared with a 3.5 percent increase in 2013… Projects that will see the largest percentage increases in spending this year will involve cloud computing and data analysis.” 9 Analytics major focus of 2014 IT investment Source: Morgan Stanley Research The landscape
- 10. www.userzoom.com Building a VOC Program Webinar, Joanne Kok 10 Behavioral analytics do not help explain “whys” Source: Cambiar Research 0 20 40 60 80 Web analytics DIY Research Proprietary online panels Innovative digital qualitative Social media listening MR online communities Emotion measurement Mobile Research types of interest to clients Integrated Trying Planning to try The landscape
- 11. www.userzoom.com Building a VOC Program Webinar, Joanne Kok The definition is all-encompassing 12 Source: Wikipedia The landscape
- 12. www.userzoom.com Building a VOC Program Webinar, Joanne Kok Platforms and programs Vertical players Measurement specialists Unstructured data specialists SaaS players Communities There are so many potential VoC partners 12 Sources: Google, Forrester Research, VoC Vendor Landscape 2014 The landscape
- 13. www.userzoom.com Building a VOC Program Webinar, Joanne Kok Which is your largest 2014 VoC investment? • Ramping up internal expertise and teams • Large-scale research or consulting engagements • Self-service tools (surveying, monitoring, analytics, etc.) • Customer communities • Customer support response systems 13 Poll question
- 14. www.userzoom.com Building a VOC Program Webinar, Joanne Kok Started in 2003 At its peak 6 customer touch-points live / additional 3 in pipeline 5 different brands in 8 different markets 7 different technology platforms ~.5 million respondents per year 14 Fast facts: VoC program at Travelocity Case study
- 15. www.userzoom.com Building a VOC Program Webinar, Joanne Kok Early innovation Start-up launch Grow Optimize Mature / wind- down 15 Design a simple, relevant, scalable program Getting started: Acquire information and context RESEARCHFOCUS • Customer definition • Advisory councils • Brand value proposition / positioning • Product feasibility • Prototyping • Usability • Pricing / distribution strategy • Customer acquisition • Performance monitoring • Removing UX friction • Merchandising (cross / up-sell) • Product extension (new features) • Market / brand extension • Product mix shifting • Retention drivers • Reducing unattractive customers and costs Continuous innovation
- 16. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Use relevant methods – Quantitative v. qualitative – Nature of respondents – Number of touch-points – Frequency of data collection, analysis and reporting • Full-service, self-service or somewhere in between? 16 Right-size your efforts Getting started: Acquire information and context
- 17. www.userzoom.com Building a VOC Program Webinar, Joanne Kok Primarily focused on external vendors and tools 17 Getting started: Acquire information and context
- 18. www.userzoom.com Building a VOC Program Webinar, Joanne Kok Insights often lacking or aren’t actionable 18 Getting started: Acquire information and context
- 19. www.userzoom.com19 Pure research approach / skills is not enough Getting started: Acquire information and context Moving out of your comfort zone Analyst or administrator requirements • Research design and analytical skills • Consultative capabilities • Data collection and analytical tools / partners • Business / organizational knowledge and integration Additional program manager requirements • Effective communication and conflict management • Strategy, planning, governance • Credibility, personal, cultural influence • Patience and tenacity • And much, much more… Building a VOC Program Webinar, Joanne Kok
- 20. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Inadequate internal expertise / experience • Inadequate tools / time / budget • Lack of clarity in business goals • Lack of engagement or alignment within company • Complex business requirements What is the greatest challenge you face? 20 Poll question
- 21. www.userzoom.com Building a VOC Program Webinar, Joanne Kok Nothing changes if you’re not prepared to fix it 21 Getting started
- 22. www.userzoom.com Building a VOC Program Webinar, Joanne Kok 22 Shifting focus from insight… Improving effectiveness Data acquisition and analysis
- 23. www.userzoom.com Building a VOC Program Webinar, Joanne Kok 23 … to action Improving effectiveness Strategize Prioritize Acquire Collaborate Evaluate Assesses what you have to work with so you can right-size efforts and expectations THE BIG PICTURE PLAN Nurtures a culture of learning and collaboration and a process to transform insights into business results THE MEANS TO GET IT DONE
- 24. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Purpose and priorities – Are initiatives competing for attention or are there opportunities for synergies? • Maturity – Skill and experience • Size • Who are key stakeholders? • Appetite for investment 24 Assess the landscape, stakeholders, initiatives Improving effectiveness: Strategize
- 25. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Who is your champion? • Who is your sponsor? • What drives company profitability? – Which customers are core to your business? • What matters most to customers and is impactful? – Customer weighting – Best in class and competitive benchmarking 25 Outline your VoC program sponsor and goals Improving effectiveness : Prioritize
- 26. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • What’s the customer journey and value-chain map? • Which touch-points are most relevant? • Which metrics matter most? – Explore correlations 26 Map data in context of customer experience Improving effectiveness : Acquire information and context
- 27. www.userzoom.com Building a VOC Program Webinar, Joanne Kok 27 Connect CE, revenue and operations Improving effectiveness : Acquire information and context Customer Experience RevenueOperations
- 28. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Define ownership, actions and accountability clearly and fairly • Pre-test findings and learnings internally • Cultivate allies and collaboration, not confrontation • Create forums for communication, skills training and design solutions (quick hits and fixes that build) 28 Cultivate ownership and empowerment Improving effectiveness: Collaborate
- 29. www.userzoom.com Two most common perspectives in business Often at product or technology- driven companies or teams Frequently at sales / marketing- driven companies or teams 29 Inside-out Outside in Improving effectiveness: Collaborate Building a VOC Program Webinar, Joanne Kok
- 30. www.userzoom.com Building a VOC Program Webinar, Joanne Kok 30 A successful VoC program bridges perspectives Improving effectiveness: Collaborate
- 31. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Track KPIs, progress and expectations on when the metrics will follow • Feed improvement priorities into budget and planning • Optimize VoC activities • Adapt as business, trends and methods change and evolve 31 Conduct regular VoC program retrospectives Improving effectiveness: Evaluate
- 32. www.userzoom.com Building a VOC Program Webinar, Joanne Kok What worked once, won’t always work again 32 Improving effectiveness: Evaluate
- 33. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Assess your organizational landscape (priorities, maturity: skills and experience, size, appetite for investment) • Determine key stakeholders and initiatives • Who is your champion? Who is your sponsor? • What drives company profitability? Which customers are core to the business? Which drivers matter most? • What’s the customer journey / value chain map look like? • Which touch-points and metrics matter most? • Design a simple, right-sized and sustainable program • Define ownership, actions, accountability clearly and fairly • Cultivate allies informally • Create public forums for communication, training and designing solutions as well as driving innovation • Track KPIs and business progress, feed into planning cycle Optimize VoC activities and adapt as business needs, technology / consumer trends, research methods evolve 33 How to build an effective VoC program Strategize Prioritize Acquire Collaborate Evaluate S P A C E Improving effectiveness
- 34. www.userzoom.com Building a VOC Program Webinar, Joanne Kok 34 Some other thought-provoking resources Improving effectiveness
- 35. www.userzoom.com Building a VOC Program Webinar, Joanne Kok • Change is never easy • Understand your strengths, leverage them and nurture partnerships • Start small, lots of pilot projects, iterate and then evolve • It’s a gradual, learning process 35 A word of caution Improving effectiveness
- 36. www.userzoom.com36 Strive for organic responsiveness Improving effectiveness Building a VOC Program Webinar, Joanne Kok