With Qualtrics, collecting and analyzing customer data is easy—but it’s what you do with that data that really matters.
Join us as we share how 1-800 CONTACTS uses Qualtrics to turn data into actionable insights, ultimately re-igniting their company’s focus on customers and increasing client connections in unique and innovative ways.
Designing IA for AI - Information Architecture Conference 2024
Hacking Your Customer Satisfaction Surveys to Drive Meaningful Results with 1800-Contacts and Quatlrics
1.
2. HOUSEKEEPING!
This session is being recorded and each of you will
receive a copy of the recording and the slides. !
!
Please chat any questions using the chat window,
questions will be addressed during Q&A.!
!
To join the conversation on Twitter, use #Q_Webinar!
3. INTRODUCTIONS!
NEIL WIELOCH!
Director of Marketing !
Strategy and Insight !
1-800 CONTACTS!
RYAN NELSEN!
Product Marketing!
QUALTRICS!
THOMAS ROHRER!
Marketing, Data and
Insights!
1-800 CONTACTS!
4. Companies who
believe they provide a
superior experience
80%
Companies whose
customers agree
8%
Do You
Know How
Your
Customers
Really Feel?
72% Delivery Gap
Source: Bain & Company
5. Does it have something to do with wanting to
lead meaningful change?!
WHY ARE WE HERE?
6. Leading meaningful change is often inhibited by:!
!
The role of analytics!
– Focus on reporting (rather than implementation)!
– Tendency to aggregate people (“the customer” as an entity)!
!
The structure of organizations!
– Reward adherence to specific roles and tasks!
– Focus on efficiencies and financial ROI!
– Marketing tends to be “one step removed” from customers!
!
As a result, actual direct and meaningful human interaction is
neglected!
THE CHALLENGES:
7. 1-800 CONTACTS is inherently a highly human-centric company.!
THE GOOD NEWS
Resource text goes here
“Customer
reten,on
is
what
drives
us.
The
real
value
in
this
business
is
the
reputa,on
we
build.
Contact
lenses
are
just
the
product
we
deliver.
What
we
really
sell
is
service.”
9. Responsive Analytics!
!
A brand-building tactic designed to:!
– Increase direct and meaningful connections with customers!
– Reinforce a culture of helpfulness!
– Generate internal and external excitement around what
“makes us feel good”!
HOW’D WE DO IT?
10. RESPONSIVE ANALYTICS
(-‐)
(+)
COLLECT
CUSTOMER
INPUT
IDENTIFY
OPPORTUNITY
ISSUE
TO
RESOVE
SURPRISE
&
DELIGHT
DIRECT
HUMAN
RESPONSE
BUILD
EXCITEMENT
&
DESIRE
FOR
MORE
(VIBE/”MOJO”)
LISTEN
&
SOLVE
KNOCK
OFF
THEIR
SOCKS
RECORD
INTERACTION
TRACK
CHANGES
IN
SATISFACTION
COLLECT
GREAT
STORIES
SHARE
INTERNALLY
11. PART I:
HACKING AT THE STRUCTURAL LEVEL
CO-CREATING NEW, MEANINGFUL “THINGS”
12. • Streamlined phone & web into one survey!
• Updated the QNR!
– Five areas of satisfaction!
– All three channels (phone, web and app)!
– Previous purchase location and pricing perceptions!
– Emotional satisfaction variables!
– Buyer-type segmentation (just added)!
• Increased the sample!
– From n=1,000 to n=5,000/mo.!
• Programmed mobile version!
HACKING
THE SURVEY INSTRUMENT
13. • Linked key customer variables to final data table!
– Exported key customer variables through Unica!
– Utilized Qualtrics’ embedded data capabilities (in Survey Flow) to include
these fields!
• Fed Qualtrics data directly to our DW!
• Closed the loop for direct response to dissatisfied customers!
– Generated trigger!
– Sent emails directly to our C&C call center!
– Created follow-up app to track our responses and any changes in
customer sentiment!
HACKING
OUR CUSTOMER INTELLIGENCE
14. • 13-page to 53-page!
• Highly visual report!
• Analyzed into usable categories:!
– All three channels!
– New/repeat and new/repeat by channel!
– Meaningful segments (e.g. category tenure, last purchase location, buyer types)!
HACKING
OUR REPORT OUTPUT
16. Specific data points directly trackable to individual customer behaviors (root cause)!
ORGANIZATIONAL
IMPACT OF HACKING
Marke@ng
Connect
w/
customers
Call
Center
Performance
tracking
Cust
Care
Address
issues
Data
Whs
CustID
&
behavior
CUSTOMERS
eComm
Web
issues
DC
Shipping
issues
• Data is divided
according to
meaningful and
actionable categories!
!
• Each data point is
directly linked to
specific customer and
their specific behaviors
(for root cause
diagnoses rather than
general trends) !
17. PART II:
HACKING AT THE PERSONAL LEVEL
CO-CREATING TRANSFORMATIVE EXPERIENCES
18. Ø Every NPS Survey should include the question
“Is there anything we can do to make your
experience better?”!
--Fred Reichheld!
!
!
#QSUMMIT14
KEY TAKEAWAYS
20. EMAIL TRIGGERS
Satisfaction = Reality – Expectations!
Ø If the reality of your experience exceeds your expectations,
your satisfaction level will be high!
Ø If the reality of your experience does not exceed your
expectations, your satisfaction level will be low!
21. Ø Every NPS Survey should include the question
“Is there anything we can do to make your
experience better?”!
--Fred Reichheld!
!
!
Ø Advanced Survey Creation Tips!
Breakout Session -- 2014!
!
#QSUMMIT14
KEY TAKEAWAYS
22. Email triggers allow you to get an email notification whenever a survey
response is received with conditions that you have specified.!
EMAIL TRIGGERS
24. RESULTS ARE POSITIVE
Ø “Wow! I didn’t expect a phone call
back from the survey.”!
Ø “Thank you so much for following up!
I didn’t want to be a bother.”!
Ø “You guys are awesome! I really
appreciate you taking the time to say
something back.”!
27. HOW CAN WE MAKE YOUR
EXPERIENCE BETTER?
“Ship a chocolate candy bar with the
order...or a coupon for a free chocolate
candy bar...or a milkshake!! No you
guys were awesome, doing everything
right!”!
28. HOW CAN WE MAKE YOUR
EXPERIENCE BETTER?
• Absolute shock and delight!
• Telling all his friends!
• Never had a company treat him like
this before!
• Gained a customer for life!
29. HOW CAN WE MAKE YOUR
EXPERIENCE BETTER?
Tom Selleck for
Janice!
Pizza Delivered to
Tim!
Steampunk Eye
Patch for Mike!
31. BEYOND THE SURVEY
A blanket for a
cancer patient!
Swag for the
incoming college
freshman!
A teddy bear for a
surgery patient!
32. BEYOND THE SURVEY
Hand-written Thank
You cards to new
customers!
• “Nice touch sending me a personal,
handwritten card after my purchase. It
really made you stand out among the
rest!”!
• “I loved getting a handwritten note!
What excellent customer service!”!
• “I was blown away by the handwritten
thank you note I received. This simple
notion has secured my loyalty to this
company for years to come. Great
experience!” !
33. ADOPTING THE HACKER SPIRIT
The act of engaging in activities in a spirit of playfulness and exploration.!
!
- Wikipedia!
!
A hacker is one who enjoys the intellectual challenge of creatively
overcoming and circumventing limitations of systems and tries to extend
their capabilities.!
!
- Gehring, Verna (2004). The Internet in Public Life. Maryland: Rowman & Littlefield Publishers!
!
!
Hacking entails some form of excellence, for example, exploring the limits
of what is possible, thereby doing something exciting and meaningful. !
!
- Gnu.org – The Hacker Community and Ethics: An Interview with Richard M. Stallman.!
34. To co-create, and amplify human energies directed toward brand-
building :!
• Be intentional!
– Set your vision beyond specific tasks and roles (think about human connections)!
• Leverage the strengths of the various “masters of their
domains” (research, insights & engagement)!
• Be inspired/inspiring!
– Think about creating and sharing stories!
• Act as continuous editor!
– Always ask each audience “so what?”!
HACKING IS LEADING CHANGE