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European Customer Experience World (ECEW) Conference 2013 in London Global Insights from the Voice of the Customer : 2012 Professor Alan Wilson University of Strathclyde Business School
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ECEW 22-23 May 2012
Global Insights from the Voice of the Customer : 2012
Professor Alan WilsonUniversity of Strathclyde Business School
ECEW 22-23 May 2012
The World’s Most Valuable Brands
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source: Interbrand 2011
ECEW 22-23 May 2012
• Branding is not simply something that is done to consumers – it is the consumers who place a perceived meaning on a brand.
• The management and consistency of the Customer Experience has a significant impact on these perceptions.
Who creates your brand?
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ECEW 22-23 May 2012
The Brand Iceberg
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Logo/ Name
Advertising
Operations
PersonnelService Environment
Brand Communications
Customer Experience
ECEW 22-23 May 2012
The Integration of Metricso demonstrating the linkages between metrics and
activities
Clear Communication and Disseminationo encourage use of the information
Measurement for Improvement o helping teams to improve rather than simply keeping
score
Contemporary Themes in Maintaining Consistency
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ECEW 22-23 May 2012 6
Research covered 30 countries
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Listen Connect Interpret Improve
Creating Value from Feedback
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ECEW 22-23 May 2012
Listen
Engagement Metrics Channels
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ECEW 22-23 May 2012
Feedback Metrics Used
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ECEW 22-23 May 2012
24% of total sample used Net Promoter Score as their only metric
73% undertake analysis of unstructured data/feedback
Feedback Metrics
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ECEW 22-23 May 2012
Channels Used :
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ECEW 22-23 May 2012
Do you give customers their choice of feedback method?
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ECEW 22-23 May 2012
Connect
Integration Data combinations Who owns data
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ECEW 22-23 May 2012
The complexity and breadth of measures as a result of increasing computerisation can often make it more difficult rather than easier for
managers to manage.
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ECEW 22-23 May 2012
Dashboards
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ECEW 22-23 May 2012
Feedback metrics combined with:
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ECEW 22-23 May 2012
Dept. Owning Customer Feedback Programme
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ECEW 22-23 May 2012
Interpret
What does it mean? Correlations / Patterns Best Practice
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ECEW 22-23 May 2012
Our Customer Feedback Correlates with
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ECEW 22-23 May 2012
Statement best describing our customer experience program.
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ECEW 22-23 May 2012
Improve
Outcomes Delivering
Consistency and Innovation
Impact on the Board Room
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ECEW 22-23 May 2012
Using Customer Experience Programme for:
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ECEW 22-23 May 2012
Analysed Feedback incorporated into:
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ECEW 22-23 May 2012
Design and Implementation• Programme complexity - coordination, collation and
analysis of various channels and global operations• Rich verbatim• Lag in addressing and embedding change• Getting buy-in from departments/silos to respond• Staff attitudes
Top Level Support• Getting commitment from Executive Team• Prioritisation of resources to implement change
Main Challenges Identified
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ECEW 22-23 May 2012
Analysing rich
verbatim
Managing Complex Measures
and Channels
Turning Feedback
into Action
Getting Corporate-wide Buy-
in
Key Areas for Discussion at ECEW 2012
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ECEW 22-23 May 2012
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