Downloaded 16 times
Uploaded byG3 Communications
Re-Imagining Customer Feedback To Drive Action
This document summarizes a webinar about reimagining customer feedback to drive action. It discusses how customer feedback has evolved from personal relationships to online reviews and social media. It emphasizes the need to both lead structured conversations with customers and follow online buzz to understand issues and trends. Different types of feedback provide different insights - surveys identify why customers feel a certain way while social media shows what they are saying. The webinar provides examples of how retailers can use different feedback sources to drive action at multiple levels of the organization and improve the customer experience.
More Related Content
Similar to Re-Imagining Customer Feedback To Drive Action
More from G3 Communications
Re-Imagining Customer Feedback To Drive Action
- 1. Re-‐Imagining Customer Feedback To Drive Ac:on #CustExp
- 2. #CustExp Type ques:on here Welcome Webinar A6endees
- 3. #CustExp Follow This Webinar On Twi6er #CustExp
- 4. #CustExp About Retail TouchPoints ü Launched in 2007 ü Over 26,000 subscribers ü To provide executives with relevant, insightful content across a variety of digital medium Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP
- 5. #CustExp Panelists GaryEdwards Chief Customer Officer Empathica Alicia Fiorletta Associate Editor Retail TouchPoints MODERATOR
- 6. Re-Imagining Customer Feedbackto Drive Action Chief Customer Officer Empathica Inc April 25, 2013 Dr. Gary Edwards
- 7.
- 8. © 2013 AllRights Reserved - Confidential Chief Customer Officer • 9 years at Empathica • PhD in Social Research Methods Dr. Gary Edwards Prior experience • Senior VP at Maritz • GM of Gallup Canada 8
- 9. © 2013 AllRights Reserved - Confidential Agenda The accelerating evolution of customer feedback Dealing with the evolutionary forefront Drive action to generate business value 1 2 3
- 10. © 2013 AllRights Reserved - Confidential Market research Science of polling 1000 customers Personal relationship Direct feedback 5-10 customers Social Media Online reviews 3000 tweets/second Internet surveys Feedback at volume 500,000+ responses/year The Evolution of Customer Feedback 10 1900s 1940s 2000s Today
- 11. © 2013 AllRights Reserved - Confidential Frequency Personal Relationships 11 Volume • Customers viewed as friends • Conversational feedback • Direct and anecdotal Personal relationships
- 12. © 2013 AllRights Reserved - Confidential Frequency Market Research 12 Volume • Retailers expanded beyond their neighborhood • Used science to guide the research • Uncovered how different demographics buy and behave Personal relationships Market Research
- 13. © 2013 AllRights Reserved - Confidential Internet Surveys 13 Volume Frequency • Solicited feedback at scale • Average retailer collects 500,000+ surveys per year • Better data, easier access Personal relationships Market Research Internet Surveys
- 14. © 2013 AllRights Reserved - Confidential Social Media 14 Volume Frequency Personal relationships Market Research Internet Surveys • The evolutionary forefront of feedback • Consumers are talking about you whether you like it or not • 2 billion Foursquare check-ins, 3000 tweets per second Social Media
- 15. © 2013 AllRights Reserved - Confidential The Impact of Social Feedback 15 2012 Empathica Consumer Insights Poll use Facebook to make purchase decisions have tried a brand due to a social recommendation 75% 50%
- 16. © 2013 AllRights Reserved - Confidential Agenda The accelerating evolution of customer feedback Dealing with the evolutionary forefront Drive action to generate business value 1 2 3
- 17. © 2013 AllRights Reserved - Confidential Feedback is Large and Fragmented 17 ?
- 18. © 2013 AllRights Reserved - Confidential Making Sense of Customer Feedback Lead The Conversation Understand how you are executing Follow The Buzz Uncover trends in what customers are saying Act Focus on what matters most to your customers 1818
- 19. © 2013 AllRights Reserved - Confidential Surveys for structured feedback Making Sense of Customer Feedback Lead The Conversation Understand how you are executing Follow The Buzz Uncover trends in what customers are saying 1919 Focus on what matters most to your customers Act
- 20. © 2013 AllRights Reserved - Confidential Using Science to Lead the Conversation Recommendation Overall Satisfied Revisit Intent Interior Clean Ample & Accessible Parking Clean & Well Maintained Exterior Clean & Inviting Friendly Greeting Thanked for Coming Inviting Service Feel Valued Employees Enjoying Their Jobs Undivided Attention Efficient Service Helpful Employee Service Good Variety Good Availability Exceeded Expectations LOYALTYStore Quality Product Offering 2020
- 21. © 2013 AllRights Reserved - Confidential Learn Why? And How Much? 21 When you lead the conversation you learn why customers the feel the way they do, and how much they care. When you lead the conversation you do not learn about what you do not know yet. Understand how you are executing Lead The Conversation
- 22. © 2013 AllRights Reserved - Confidential Social media, online reviews and open-ends Making Sense of Customer Feedback Follow The Buzz Uncover trends in what customers are saying 2222 Focus on what matters most to your customers Understand how you are executing Lead The Conversation Act
- 23. © 2013 AllRights Reserved - Confidential Making Sense of Online Buzz 23 Text Analytics Natural Language Processing The selection is always great and the cashier was friendly. noun great selection positive noun friendly cashier positive
- 24. © 2013 AllRights Reserved - Confidential Learn What? And How Often? 24 When you follow the buzz you learn what customers are saying to each other and how often they say it. When you follow the buzz you do not learn how important things are to outcomes or why they happen. Follow The Buzz Uncover trends in what customers are saying
- 25. © 2013 AllRights Reserved - Confidential Agenda The accelerating evolution of customer feedback Dealing with the evolutionary forefront Drive action to generate business value 1 2 3
- 26. © 2013 AllRights Reserved - Confidential Ensure consistent execution Drive Action with Customer Feedback Lead The Conversation Understand how you are executing Follow The Buzz Uncover trends in what customers are saying Act 2626 Focus on what matters most to your customers
- 27. © 2013 AllRights Reserved - Confidential Different Stakeholders, Different Value As a brand manager I want to identify systemic issues and trends 27
- 28. © 2013 AllRights Reserved - Confidential Lead the Conversation to Find Issues 28
- 29. © 2013 AllRights Reserved - Confidential Follow the Buzz: What Are They Saying? 29
- 30. © 2013 AllRights Reserved - Confidential React to the Big Picture, Not Symptoms 30
- 31. © 2013 AllRights Reserved - Confidential Separate The Cause From The Symptoms 31 Loyalty Analysis Wait Time
- 32. © 2013 AllRights Reserved - Confidential Different Stakeholders, Different Value As a brand manager I want to identify systemic issues and trends As a location manager I want to build new habits for my staff 32
- 33. © 2013 AllRights Reserved - Confidential Using Comments to Drive Action 3333
- 34. © 2013 AllRights Reserved - Confidential Bubble Up Key Themes Across Channels 3434
- 35. © 2013 AllRights Reserved - Confidential Drill Down to Key Issues 3535
- 36. © 2013 AllRights Reserved - Confidential Take Action and Share Best Practices 36 Add another cashier when there are more than 3 people in line 36
- 37. © 2013 AllRights Reserved - Confidential Keep Ahead of the Evolutionary Forefront 37 Dynamic on-demand access: Sentiment Frequency Trend Chart Co-occurrence Different Tools for Different Levels: Associate Content with the Right Location:
- 38. © 2013 AllRights Reserved - Confidential Magnify the Value of a Great Experience 38 Retail client results AdvocatesFeedback + - 1 in 5 customers recommend a location via social media 20% increase in Facebook ‘Likes’
- 39. © 2013 AllRights Reserved - Confidential Re-Imagining Customer Feedback • Customers are talking more often, to more people, in more places • The only way to deal with this feedback is to both lead the conversation and follow the buzz • Experience only improves when retailers take action at multiple levels • Make sure you get credit for your great experiences through customer advocacy 39
- 40. Learn More… http://www.empathica.com/3rd-party-feedback/ Hundreds ofmillions of surveys over 10+ years 1,000,000 advocates mobilized Creating Brand Experiences to Love
- 41. #CustExp Type ques:on here Q&A / Submit Your QuesDons
- 42. #CustExp Q&A // Panelists Gary Edwards Chief Customer Officer Empathica Alicia Fiorletta Associate Editor Retail TouchPoints MODERATOR
- 43. #CustExp Thank You For A6ending! Download this presentaDon at: hBp://rtou.ch/cusFeedbackweb