This document summarizes a presentation on using customer feedback to improve brands. It discusses how customer experience shapes brand perception and the importance of consistency. It also outlines contemporary themes in maintaining consistency, like integrating metrics to demonstrate how activities impact outcomes. Additionally, it discusses best practices for listening to customers, connecting feedback to business units, interpreting patterns in the data, and improving based on insights. Finally, it identifies challenges organizations face in customer experience programs and key discussion areas.

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

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The World’s Most Valuable Brands
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source: Interbrand 2011

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• 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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The Brand Iceberg
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Logo/ Name
Advertising
Operations
PersonnelService
Environment
Brand Communications
Customer
Experience

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 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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Research covered 30 countries

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Listen Connect Interpret Improve
Creating Value from Feedback
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Listen
Engagement
 Metrics
 Channels
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Feedback Metrics Used
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 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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Channels Used :
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Do you give customers their choice
of feedback method?
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Connect
Integration
 Data combinations
 Who owns data
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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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Dashboards
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Feedback metrics combined with:
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Dept. Owning Customer Feedback
Programme
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Interpret
What does it mean?
 Correlations / Patterns
 Best Practice
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Our Customer Feedback Correlates
with
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Statement best describing our
customer experience program.
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Improve
Outcomes
 Delivering
Consistency and
Innovation
 Impact on the Board
Room
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Using Customer Experience
Programme for:
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Analysed Feedback incorporated
into:
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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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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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