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- 3. The industry has a low entry barrier
- 4. Switching costs are low
- 5. Customers have multiple options available to them
- 6. Goal is to build customer loyalty
- 8. Which research methodology should I use?
- 10. Many types of research…just like screwdrivers, but which one is right for the job? Drivers of Customer Loyalty
- 11. Dusty Rodgers Southwest Airlines Cargo Drivers of Customer Loyalty
- 12. A 1% increase in customer loyalty is the equivalent of a 10% cost reduction “The Twelve Laws of Loyalty" by Jill Griffin
- 13. Why Online Surveys? Online surveys are fast becoming a popular method for collecting data A large amount of data can be accumulated in a short amount of time Data can be received, analyzed, summarized real time - enhancing business decisions quickly Relatively fast, easy and inexpensive
- 14. Online Surveys: Efficient Real Time Summary Quick reference to determine status Quick reference to determine how many responders have completed / partially completed the survey You can easily organize your surveys
- 15. Online Surveys: Intuitive Design Easy to insert your logo Easy to add an introduction Easy to insert new questions
- 16. Online Surveys: Types of Questions Easy to add skip logic
- 17. Online Surveys: Robust Reporting Real time reporting. Quick crosstabs, charts, frequency reporting and more Click of a button to graph results Data is organized and easy to read
- 19. Standardized
- 20. Customer metrics drives accountability
- 22. Real time data
- 23. Suitability for tabulation and statistical analysis
- 24. Higher incidence rate than any other methodsMay not fully answer your research questions Technical skills and time required to develop and analyze questionnaires May deter visitors from your website Representative sample might not be the target population Technical problems
- 25. Online Surveys: Many Web-Based Options Zoomerang: www.zoomerang.com Survey Monkey: www.surveymonkey.com Vovici: www.vovici.com Poll Pro: www.pollprol.com Ztelligence: www.ztelligence.com SurveyTracker: www.surveytracker.com Question Pro: www.questionpro.com Or…outsourcing is always an option, but not for $5000.
- 26. Online Surveys: Best Practices Define your specific research goals Design the questionnaire with relevant and appropriate questions Pretest questionnaires and procedure to identify problems prior to the survey launch Establish a sampling frame and recruit proper subjects Provide confidentiality and data security information to your responders
- 27. Online Surveys: Cost Analysis $795 $200 Software: Handled in-house by insights/marketing team Incentives: $100-200 (optional drawing) Analysis: Handled in-house by marketing team Total Cost: $995 Depending on the software, costs can greatly increase or decrease from this number.
- 28. Drivers of Customer Loyalty Jay ScottKS&R
- 30. Teleconferencing
- 33. Respondents come to facility at appointed time
- 34. Moderator conducts group; prompts and probes
- 35. Observers are typically behind a one-way mirror to watch the discussion “live”
- 38. Prepare discussion guide and upload to web-site
- 39. Respondents login and provide their responses to your questions
- 40. Moderator prompts and probes (individually with each participant or to the group)
- 41. Observers can log into the discussion and watch it unfold
- 42. Topics can change daily; new discussion guides each day
- 44. Do not get to physically see the respondent; lose any visual clues
- 45. Requires the time to implement properly; unlike a two hour focus group, a BBFG requires multiple days
- 47. Focus Group: Cost Analysis Recruitment: Handled in-house by business team; 20 participants recruited Incentives: $50 per participant BBFG Infrastructure: One group over three days $0 $1,000 $895 TOTAL PRICE: $1,895
- 48. Drivers of Customer Loyalty Andy EricksonFedEx
- 50. Track themes from start to finish
- 51. Can use probing questions
- 53. Can be conducted in many locations
- 54. Gain on-site observations
- 55. Costs can be low
- 56. Cost can be high
- 63. Show concern
- 64. Stay even tempered
- 67. Patronizing transitionsBest ID Interview
- 71. Drivers of Customer Loyalty Liz MountjoyPRTM
- 72. Why use Ethnography? Outside the lab setting Beyond an artificial ‘snapshot’ of reality Overcome self-reporting and researcher’s frame of reference Reveal the unspoken cultural and social patterns that shape consumer behavior “Tell me about your living room and how you use it” WHAT THEY’LL TELL YOU…
- 73. “I prefer clean, modern lines” “My daughter plays there, but is very neat” “We sometimes entertain” “I occasionally do crafts, but try to keep it organized”
- 74. … What you’ll see… THE REALITY
- 78. Ethnography Guidelines Design the study to include more than one visit to each subject, when possible Create a list of observation objectives before you go Build on what you’ve learned so far Think in “verbatim” Never “go native” Don’t get too chatty Remain out of the field of vision
- 79. Deliver a Solution Beyond the Customer’s Expressed Needs
- 80. Ethnography: Cost Analysis $1,500 Recruitment: Use customers identified in focus groups and/or interview Incentives:$150* per participant. Visit 10 potential customers, series of 3 visits and/or 3 key process steps you want to observe Additionally, may observe environments of use for free when possible TOTAL PRICE: $1,500 * Note: Some B2B customers may not accept cash incentives for participation, may offer meal or other creative option
- 81. How did we do with our $5,000 Budget? $995 Drivers of Customer Loyalty $600 $1,895 Total: $4,990 $1,500
Editor's Notes
- To secure customer loyalty:Understand what performance criteria results in customer satisfactionUtilize ongoing, web-based surveys to collect dataAnalyze the responses – good and bad - to create a customer retention strategy
- The picture you walk away with is a self-reported, incomplete vision.Sometimes customers tell you how they WISH they were, or what they want you to believe about them/ their worldSometimes interviewers hear things based on their frame of reference
- The ‘neat’ daughterThe clutter (baby toys, exercise ball, computer, art supplies)‘Entertaining’ to them may mean something different than it does to you (family gathering, community meeting)Watching activities in action (birthday parties, arts and crafts)
- Design the study to include more than one visit to each subjectIt takes time to build rapport and allow the subject to feel “unobserved” and act like themselvesMultiple visits allows you to check anomaliesConsider two multi-hour visits per subjectCreate a list of observation objectives before you goKeep your objectives open ended so that you too will be open minded about what you seeFor example: How she prepares her meal vs. Did she use the microwaveMemorize the list in order to be able to be “in the moment” and yet still be observingPractice before you goDevelop a short list of observation objectives for your office or homePractice observing and taking notes while observing your family or colleaguesThink in “verbatim”Write down everything the subject does as if you are capturing their physical “quote”What might not seem important in the moment, could be very important during analysisNever “go native”It is always tempting to help a subject who is struggling with a task related to your product or service since you know it so well but don’t do it.If asked a direct question such as “how do you clean out this filter?” respond with “hmm. How would you normally do it if I weren’t here?”If necessary, once all observational visits are done, demonstrate the easier way to do something with your productDon’t get too chattyUnless you have instructed the subject to “speak out loud everything that is going through your mind as you do this,” try not to start conversation during the observationOnce you establish rapport and explain that you want the subject to ‘do as she normally does,’ remain as quiet as possible – as if you aren’t thereRemain out of the field of visionIn order to blend in it is best if the subject can’t see you when they are performing their routine – try to sit behind her, to the side but back a few feet, etcKeep yourself from “stepping in for a closer look” unless explicitly invited
- Additional Notes/ Tips on EthnographyStay long enough for those observed not to feel “on stage” (potentially doing things differently)Map the space being observedWatch for “work-arounds”Watch for visual cues of those observed for signs of frustration, nervousness, etc – and capture what motivated that reactionWatch for interruptions, disruptions, bottlenecksAlternative: Each observer pick one role and watch the person filling it through a complete routine—documenting what products they touch or what steps they go throughAlternative: Divide the steps in the customers’ process among the observers to watch in detail (e.g. tool prep, procedure, follow-up)Alternative: Each observer chooses one process / process part and maps the workflow of each role related to it