1. ECEW 22-23 May 2012
Global Insights from the Voice
of the Customer : 2012
Professor Alan Wilson
University of Strathclyde Business School

2. ECEW 22-23 May 2012
The World’s Most Valuable Brands
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source: Interbrand 2011

3. ECEW 22-23 May 2012
• Branding is not simply something that is done to
consumers – it is the consumers who place a
perceived meaning on a brand.
• The management and consistency of the Customer
Experience has a significant impact on these
perceptions.
Who creates your brand?
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4. ECEW 22-23 May 2012
The Brand Iceberg
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Logo/ Name
Advertising
Operations
PersonnelService
Environment
Brand Communications
Customer
Experience

5. ECEW 22-23 May 2012
 The Integration of Metrics
o demonstrating the linkages between metrics and
activities
 Clear Communication and Dissemination
o encourage use of the information
 Measurement for Improvement
o helping teams to improve rather than simply keeping
score
Contemporary Themes in
Maintaining Consistency
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6. ECEW 22-23 May 2012 6
Research covered 30 countries

7. ECEW 22-23 May 2012
Listen Connect Interpret Improve
Creating Value from Feedback
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8. ECEW 22-23 May 2012
Listen
Engagement
 Metrics
 Channels
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9. ECEW 22-23 May 2012
Feedback Metrics Used
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10. ECEW 22-23 May 2012
 24% of total sample used Net Promoter
Score as their only metric
 73% undertake analysis of unstructured
data/feedback
Feedback Metrics
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11. ECEW 22-23 May 2012
Channels Used :
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12. ECEW 22-23 May 2012
Do you give customers their choice
of feedback method?
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13. ECEW 22-23 May 2012
Connect
Integration
 Data combinations
 Who owns data
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14. ECEW 22-23 May 2012
The complexity and breadth of
measures as a result of increasing
computerisation can often make it
more difficult rather than easier for
managers to manage.
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15. ECEW 22-23 May 2012
Dashboards
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16. ECEW 22-23 May 2012
Feedback metrics combined with:
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17. ECEW 22-23 May 2012
Dept. Owning Customer Feedback
Programme
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18. ECEW 22-23 May 2012
Interpret
What does it mean?
 Correlations / Patterns
 Best Practice
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19. ECEW 22-23 May 2012
Our Customer Feedback Correlates
with
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20. ECEW 22-23 May 2012
Statement best describing our
customer experience program.
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21. ECEW 22-23 May 2012
Improve
Outcomes
 Delivering
Consistency and
Innovation
 Impact on the Board
Room
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22. ECEW 22-23 May 2012
Using Customer Experience
Programme for:
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23. ECEW 22-23 May 2012
Analysed Feedback incorporated
into:
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24. ECEW 22-23 May 2012
Design and Implementation
• Programme complexity - coordination, collation and
analysis of various channels and global operations
• Rich verbatim
• Lag in addressing and embedding change
• Getting buy-in from departments/silos to respond
• Staff attitudes
Top Level Support
• Getting commitment from Executive Team
• Prioritisation of resources to implement change
Main Challenges Identified
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25. ECEW 22-23 May 2012
Analysing
rich
verbatim
Managing
Complex
Measures
and
Channels
Turning
Feedback
into Action
Getting
Corporate-
wide Buy-
in
Key Areas for Discussion at ECEW 2012
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26. ECEW 22-23 May 2012