September's panel will discuss how to turn customers and stakeholders into advocates. Join consumer and business marketing experts as they reveal the latest integrated marketing and customer satisfaction strategies for creating relationships with customers that care, share and buy.

1. Metrics to Understand Today’s Consumer Dave Lewan VP, Public Sector and Sales Operations ForeSee

2. Today’s Consumer

3. The web has given today’s consumer new powers… The Super Consumer

4. The Super Consumer Stronger Voices Consumers can share opinions further and wider – as fast as they can type and hit send

5. The Super Consumer Powerful Hearing Consumers can seek out and absorb as many recommendations or negative comments as they want

6. The Super Consumer Great Knowledge Consumers have access to information and greater knowledge than ever before

7. The Super Consumer Ability to Clone Consumers can be in multiple places at the same time

9. More channels

10. More competitiveness – lower barriers to enter

12. Why Satisfaction? Experience and Expectations defineSatisfaction Satisfaction determines what consumers do next What consumers do drives financial success

13. You cannot manage what you do not measure Can you improve if you don’t measure ? What you measure willdetermine what you do How Do We Manage It ?

14. Today’s Consumer is a Multi-Channel User

15. Today’s Consumer is a Multi-Channel User Traditional Single Channel Metrics + A Multi-Channel User

16. Today’s Consumer is a Multi-Channel User + = A Multi-Channel Consumer Misinterpreted Metrics and Misguided Information Traditional Single Channel Metrics

17. Social Media A typical scenario… “I just bought an awesome Panasonic 3D TV at Best Buy – on sale!” Follow the bouncing ball: Social Media

18. I’m Going to Check it Out Panasonic 3D TV Best Buy Follow the bouncing ball: Social MediaSearch

19. I Have Options Panasonic 3D TV Best Buy Follow the bouncing ball: Social MediaSearch

20. This Must be the One Panasonic 3D TV Best Buy Follow the bouncing ball: Social MediaSearchSEM

21. I’m on the Website Follow the bouncing ball: Social MediaSearchSEMSite

22. Why Did He Come to Our Site? Analysis Visitor came through AdWord program Visitor came because of a recommendation from a friend on a social network

23. Hmmm…Package Options

24. This Looks Like a Good Option

25. Distracted! Abandoned Shopping Cart Follow the bouncing ball: Social MediaSearchSEMSiteAbandon Site

26. What Happened to Our Visitor? Analysis Visitor came through AdWord program Visitor came because of a recommendation from a friend on a social network Item added to cart, different from recommendation Cart abandoned

27. Meanwhile… Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to Store

28. While at the Store I Search for a Lower Price Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to StoreCheck the App for Lower Prices

29. I Buy the TV Package in the Store Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to StoreCheck the App for Lower PricesPurchase my New TV

30. Enjoying my New TV! Follow the bouncing ball: Social MediaSearchSEMSiteAbandonSiteGo to StoreCheck the App for Lower PricesPurchase my New TVEnjoy!

31. What does this Tell Us? Analysis Visitor came through AdWord program Visitor came because of a recommendation from a friend on a social network Item added to cart, different from recommendation Cart abandoned Visits Store Uses App and does not purchase Purchases in Store

32. What’s Wrong with our Analysis? Analysis Visitor came through AdWord program Visitor came because of a recommendation from a friend on a social network Item added to cart, different from recommendation Cart abandoned Visits Store Uses App and does not purchase Purchases in Store

33. Was this a Good or Bad Customer Experience? Social Experience Search Experience Web Experience Store Experience Mobile Experience Was The Customer Satisfied ? Behavioral metrics don’t tell us Single channel metrics don’t tell us

34. Behavior ≠ Success Engagement ≠ Success How do we define success ?

35. Don’t just measure success through the eyes of the organization. Return on Assets # of visits geographic data conversion rates % of repeat orders sales per visitor referring urls bounce rate keywords Customer Acquisition Costs Inventory Turns average time on site cost-per-click % of new orders # of new visitors page views customer lifetime value lead generation

36. Also measure success through the eyes of your customers

37. Success = Satisfaction

38. Managing Forward Measure what drives satisfaction at the experience/transaction level Measure overall Customer Satisfaction

39. Social Media Value Calculation Benchmark 250 sites and 350,000+ consumers 1% of site visitors came directly from a social media site (referring URL) 19% were influenced by social media Source: ForeSee Results Social Media Value Calculation Benchmark

40. About ForeSee Customer experience analytics organization that applies science & technology to the measurement & analysis of customer satisfaction Founded in 2001 Privately held Ann Arbor, Michigan Financially stable with positive cash flow since 2005 Growth in every quarter Heritage of innovation and scientific rigor Patented technology American Customer Satisfaction Index University of Michigan

41. ForeSee Helps You Apply science to continuous voice of customer measurement Measure satisfaction and drivers of satisfaction and impact on future behaviors Profile personas and intents of your customers Diagnose strengths, weaknesses, and opportunities Predict impact of change on satisfaction and behavior; prioritize improvements Provide actionable insights Compare against peers, competitors, best-in-class, yourself over time

42. Top 5 Takeaways You cannot manage what you do not measure The consumer is multi-channel with unprecedented power Measure success from the customers’ perspective – not the organization’s Customer satisfaction drives conversion, loyalty, retention and word-of-mouth … and financial success To be successful you must do 2 things: satisfy your customer and be fiscally responsible

43. Thank you Dave Lewan VP, Public Sector and Sales Operations 734.327.3848 Dave.Lewan@ForeSee.com Twitter: @davelewan www.ForeSee.com