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www.userzoom.com
Webinar:
Building an Effective Voice of the
Customer Program: Going Beyond Surveys, Tweets, Complaints
and Big Data
Joanne Kok, Market Researcher and Business Strategist
#uzwebinar
www.userzoom.com
Joanne Kok
Market Researcher and
Business Strategist
Speaker
Alfonso de la Nuez
Co-Founder and Co-CEO
UserZoom
Moderator
Speakers:
www.userzoom.comwww.userzoom.com
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #uzwebinar
Quick Housekeeping
3
www.userzoom.com
• UserZoom offers an all-in-one, multichannel and
agile approach to managing digital Customer
Experiences. We enable Businesses to cost-
effectively plan, research, design, and measure
CX and UX on a unified software platform.
• Founded in 2007; launched SaaS platform in 2009
• International company, offices in Silicon Valley, Spain, U.K., Germany
• 66 employees
• 50% of Fortune’s Most Admired Brands.
About UserZoom
www.userzoom.com
Highlighted Customers
5
www.userzoom.comwww.userzoom.com
About UserZoom
6
1. Listen
Intercept surveys and
feedback tabs
Continuously listen to
your customer4. Measure
Web & Mobile VOC
Continuosly Measure
Customer Satisfaction
2. Research Define UX & Usability
benchmarks
Scale UX research with
online/remote testing
capabilities
3. Test & Act Prototype Testing
Card Sorting & Tree Testing
Cost-effective Remote
Usability Testing
Holistic, all-in-one, approach to CEM
www.userzoom.com
UserZoom CEM Platform & Solutions
7
Intercept Surveys
Feedback Tabs
Mobile App VOC
Remote Usability Testing
Mobile Usability Testing
Card Sorting
Tree Testing
Screenshot Click
Testing
Screenshot Timeout Testing
Online Surveys
UsabilityData
Survey Responses
IA Data
Behavioral Data
Video Recording
VOC & Survey
SolutionsUX & Usability Solutions Results
Access to Quality Panels
Customer Success & Enablement Services
UX Research
& Consulting Services
www.userzoom.com
• The landscape today
• Getting started
• Improving the effectiveness of VoC programs
• Q&A
Agenda
8
www.userzoom.com
“U.S. CIOs expect their external IT budgets to
increase 4.8 percent this year -- compared with a
5.2 percent increase in 2013 -- while European
CIOs expect a 3.7 percent increase, compared with
a 3.5 percent increase in 2013…
Projects that will see the largest percentage
increases in spending this year will involve
cloud computing and data analysis.”
9
Analytics major focus of 2014 IT investment
Source: Morgan Stanley Research
The landscape
www.userzoom.com10
Behavioral analytics do not help explain “whys”
Source: Cambiar Research
0 20 40 60 80
Web analytics
DIY Research
Proprietary online panels
Innovative digital qualitative
Social media listening
MR online communities
Emotion measurement
Mobile
Research types of interest to clients
Integrated Trying Planning to try
The landscape
www.userzoom.com
The definition is all-encompassing
12 Source: Wikipedia
The landscape
www.userzoom.com
Platforms and
programs
Vertical
players
Measurement
specialists
Unstructured data
specialists
SaaS players Communities
There are so many potential VoC partners
12 Sources: Google, Forrester Research, VoC Vendor Landscape 2014
The landscape
www.userzoom.com
Which is your largest 2014 VoC investment?
• Ramping up internal expertise and teams
• Large-scale research or consulting engagements
• Self-service tools (surveying, monitoring, analytics, etc.)
• Customer communities
• Customer support response systems
13
Poll question
www.userzoom.com14
Evolution of the VoC program
Case study
0 1 3 5 …
YEAR
Monthly customer
support survey
Annual site experience benchmark Monthly post-
trip survey
Quarterly site experience
survey
Ongoing site feedback channel
Ongoing surveys for all touch-points
Mobile ongoing feedback channel
Annual CE improvement
forum
Monthly CE improvement
forum
Scale to distribution
partners
Scale to other brands / markets
Ongoing customer
support survey
Daily reporting dashboards
Text analytics implemented
Alerts and response system
8
www.userzoom.com
Early innovation
Start-up launch
Grow
OptimizeMature / wind-down
15
Design a simple, relevant, scalable program
Getting started: Acquire information and context
RE
SE
AR
CH
FO
CU
S
• Customer definition
• Advisory councils
• Brand value proposition / positioning
• Product feasibility
• Prototyping
• Usability
• Pricing / distribution strategy
• Customer acquisition
• Performance monitoring
• Removing UX friction
• Merchandising(cross / up-sell)
• Product extension (new features)
• Market / brand extension
• Product mix shifting
• Retention drivers
• Reducing unattractive customers and costs
Continuous innovation
www.userzoom.com
• Use relevant methods
– Quantitative v. qualitative
– Nature of respondents
– Number of touch-points
– Frequency of data collection, analysis and reporting
• Full-service, self-service or somewhere in between?
16
Right-size your efforts
Getting started: Acquire information and context
www.userzoom.com
Primarily focused on external vendors and tools
17
Getting started: Acquire information and context
www.userzoom.com
Insights often lacking or aren’t actionable
18
Getting started: Acquire information and context
www.userzoom.com19
Pure research approach / skills is not enough
Getting started: Acquire information and context
Moving out of your comfort zone
Analyst or administrator
requirements
• Research design and
analytical skills
• Consultative capabilities
• Data collection and analytical
tools / partners
• Business / organizational
knowledge and integration
Additional program manager
requirements
• Effective communication and
conflict management
• Strategy, planning, governance
• Credibility, personal, cultural
influence
• Patience and tenacity
• And much, much more…
www.userzoom.com
• Inadequate internal expertise / experience
• Inadequate tools / time / budget
• Lack of clarity in business goals
• Lack of engagement or alignment within company
• Complex business requirements
What is the greatest challenge you face?
20
Poll question
www.userzoom.com
Nothing changes if you’re not prepared to fix it
21
Getting started
www.userzoom.com22
Shifting focus from insight…
Improving effectiveness
Data acquisition and analysis
www.userzoom.com23
… to action
Improving effectiveness
Strategize
Prioritize
Acquire
Collaborate
Evaluate
Assesses what you have to work with
so you can right-size efforts and
expectations
THE BIG PICTURE PLAN
Nurtures a culture of learning and
collaboration and a process to
transform insights into business results
THE MEANS TO GET IT DONE
www.userzoom.com
• Purpose and priorities
– Are initiatives competing for
attention or are there
opportunities for synergies?
• Maturity
– Skill and experience
• Size
• Who are key stakeholders?
• Appetite for investment
24
Assess the landscape, stakeholders, initiatives
Improving effectiveness: Strategize
www.userzoom.com
• Who is your champion?
• Who is your sponsor?
• What drives company profitability?
– Which customers are core to your business?
• What matters most to customers and is impactful?
– Customer weighting
– Best in class and competitive benchmarking
25
Outline your VoC program sponsor and goals
Improving effectiveness : Prioritize
www.userzoom.com26
Connect CE, revenue and operations
Improving effectiveness : Acquire information and context
Customer Experience
RevenueOperations
www.userzoom.com27
Example: linking events, systems and owners
Improving effectiveness : Acquire information and context
www.userzoom.com
• Define ownership, actions and accountability clearly and fairly
• Pre-test findings and learnings internally
• Cultivate allies and collaboration, not confrontation
• Create forums for communication, skills training and design solutions (quick hits and fixes that build)
28
Cultivate ownership and empowerment
Improving effectiveness: Collaborate
www.userzoom.com
Two most common perspectives in business
Often at product or technology-
driven companies or teams
Frequently at sales / marketing-
driven companies or teams
29
Inside-out Outside in
Improving effectiveness: Collaborate
www.userzoom.com30
A successful VoC program bridges perspectives
Improving effectiveness: Collaborate
www.userzoom.com
• Track KPIs, progress and
expectations on when the
metrics will follow
• Feed improvement
priorities into budget and
planning
• Optimize VoC activities
• Adapt as business, trends
and methods change and
evolve
31
Conduct regular VoC program retrospectives
Improving effectiveness: Evaluate
www.userzoom.com
What worked once, won’t always work again
32
Improving effectiveness: Evaluate
www.userzoom.com
• Assess your organizational landscape (priorities, maturity: skills and experience, size, appetite for investment)
• Determine key stakeholders and initiatives
• Who is your champion? Who is your sponsor?• What drives company profitability? Which customers are
core to the business? Which drivers matter most?
• What’s the customer journey / value chain map look like?• Which touch-points and metrics matter most?• Design a simple, right-sized and sustainable program
• Define ownership, actions, accountability clearly and fairly• Cultivate allies informally• Create public forums for communication, training and
designing solutions as well as driving innovation
• Track KPIs and business progress, feed into planning cycle Optimize VoC activities and adapt as business needs, technology / consumer trends, research methods evolve
33
How to build an effective VoC program
S
P
A
C
E
Improving effectiveness
www.userzoom.com34
Some other thought-provoking resources
Improving effectiveness
www.userzoom.com
• Change is never
easy
• Understand your
strengths, leverage
them and nurture
partnerships
• Start small, lots of
pilot projects, iterate
and then evolve
• It’s a
gradual, learning
process
35
A word of caution
Improving effectiveness
www.userzoom.com36
Strive for organic responsiveness
Improving effectiveness
www.userzoom.com
Q&A
37
www.userzoom.com
Final feedback
Which is of greatest interest for future VoC webinars?
• Strategy and planning
• Data collection
• Contextual mapping
• Nurturing collaboration
• Optimizing and adjusting programs
38
Poll question
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