Delvinia CEO Adam Froman was among the speakers at the Canadian Marketing Association's CMA Summit 2012, held at the Westin Harbour Castle Hotel on May 16 and 17. Adam shared how Delvinia is marrying real time feedback from customers with deep profiling data on their digital behaviours to help organizations capture and act on the Voice of the Customer to create better customer experiences.

1. MAY 16, 2012
VOICE OF THE CUSTOMER.

2. 360 View of the Customer
Historical Data
Support tickets
Order history Contact Data
Contact Information
Lead source
Win/Loss Evaluation Overall Satisfaction
Support Experience Event Feedback
Product Enhancement
Voice of the Customer Data Feedback

3. 92%
of Canadians conducting
research online would
use it to purchase a
product in a store

4. 50%
At end of 2010
of Canadians `Liked` or
became a fan of a page
created by a
brand, company or
organization

5. 76%
By 2012
of Canadians `Liked` or
became a fan of a page
created by a
brand, company or
organization

6. 45%
In 2012 of Canadians
have 'unliked', 'unsubscribed'
or otherwise elected to
disengage from a brand’s
social site or communications

7. SOCIAL
REVOLUTION

8. But what hasn’t changed is…
The need to get messages out to consumers
The need to collect feedback to derive insights

9. Our Unique Perspective
Customer Insight Digital Strategy Digital Design
& Analytics & Planning & Emerging Media
AskingCanadians™ Customer Experience (CX) Voice of the Customer
Programs (VoC) Platforms

10. So emerges VOC
Driven by Digital
Management
Experience and Social Technologies
Provides a 360 degree
Customer
Critical to
view of customers
Grounded in data
Actionable Insights
and scientific
method
Faster, more Efficient and more
Cost Effective than ever before

11. The three parts of VoC Identify key insights
& turn them into action.
ASK
customers for their opinion and
perspective in real-time
ASK
LISTEN
to what your customers are saying
about your brand, products and
services in real-time.
OBSERVE LISTEN
OBSERVE
your customers behaviour to
understand how to enhance their
customer experience.

12. Photo by: Oberazzi
ASK

14. Communities
RBC Youth Blog
SavvyMoms
Scotiabank Be Youth Community

16. Motivators
Trust Privacy Reciprocity

17. Web & Mobile Customer Satisfaction

18. Innovative Methods & Platforms
QR Codes Mobile Data Collection
C-Sat Surveys Gamification
Crowdsourcing

19. Photo by: Melvin Gaal
LISTEN

20. Listen

21. MONITOR & LISTEN
Tools
PUBLISH, MONITOR MONITOR MONITOR, LISTEN
& RESPOND & MEASURE & RESPOND

23. Understanding Participation
1%
Heavy
Contributors
9% (Super Users)
Intermittent
Contributors
90%
Lurkers

24. Photo by: compujeramey
OBSERVE

25. Observe Social metrics
Web analytics
Customer sales data

26. The Customer Journey

27. Actionable Insights
• Not just about just customer
behaviour – it’s about
understanding behaviour at any
point along the customer journey
• Not just about deriving insights
that are actionable from the data-
it’s about integrating data
• Not about replacing decision
making – it’s about enhancing
decision making

28. The Age of Intelligence

29. Building Connections
& Long-Term Experiences
Engagement
PAID
MEDIA/
DM
PAID MEDIA/
DIRECT
MARKETING
Level of
Interest Voice of the Customer Platform
Time

30. VoC IN PRACTICE

33. Social Media Listening
& Monthly Reporting
Community Management

36. 5 VoC Success Factors
1. Accept that every consumer is
DIGITAL and THEY control the
conversation
2. DON’T let technology lead
3. Think BIG DATA and the
INTEGRATION OF DATA
4. VoC requires COLLABORATION
5. VoC will improve CUSTOMER
EXPERIENCE

37. THANKS!
@adamfroman
linkd.in/adamfroman
bit.ly/googleplusadamfroman
afroman@delvinia.com
Adam Froman
CEO, Delvinia