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‹#› #GenCX
Non-buyer Feedback An innovation approach
Medallia © Copyright 2016.
Goals for today
NEW THINKING
NEW TOOLS
NEW EXECUTION
Definition of Non-buyer Feedback?
(feedback from visitors who browse but don’t buy
a product or service on a particular trip)
Medallia © Copyright 2016.
Two Paths
Medallia © Copyright 2016.
Customer Development
Medallia © Copyright 2016.
Methods of NBF
Kiosk
Handheld
SMS
Real Time Engagement
Partners
Social
Loyalty
Medallia © Copyright 2016.
Working Session
7
The Lean Canvas XYZ Company April 27, 2016
Iteration #1
Cost Structure
Customer Acquisition costs Distribution costs.
Revenue Streams
Conversion Life Time Value
Problem
Top 3 problems
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling message that states why you are different and worth paying attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
PRODUCT MARKET
Medallia © Copyright 2016.
Working Session
8
The Lean Canvas Debwell Retail April 27, 2016 Iteration #1
Cost Structure
Hardware, software, 1 FTE
Revenue Streams
Life Time Value 4 extra transactions per store per day
Problem
Declining customer counts/transactions (B)
Mostly anonymous customers. No relationship
Unclear on where to focus strategies
Solution
Renew customer service model Create ways to collect feedback from customers.
Key Metrics
Customer counts
CSAT
Unique Value Proposition
Make it fast and toaster simple for customers to give us free advise.
Unfair Advantage
First mover advantage in category
Channels
In-store kiosk
Mobile app
Partners
Customer Segments
All customers, but in particular splitters
PRODUCT MARKET
Medallia © Copyright 2016.
In-Store Kiosk Simple web survey deployed on a stand-alone kiosk such as an iPad or Android tablet. Signage placed to inform customers of the survey.
Assemble a tablet on a stand for placement in store. Web survey design for quick customer interaction and data classified as “kiosk” in Medallia dashboards. Height for adults to deter children from “playing”. Placed strategically out of the decompression zone. Gaming reduced by Medallia analytics like speed of survey and velocity between surveys.
Medallia © Copyright 2016.
Handheld Survey Mobile survey initiated by LEGO employees. The survey needs to be short enough to take on the sales floor. Survey would be non-emotional and focused on the store as a product.
Create a mobile survey for the handheld device. Simply use the device’s web browser. Web survey design for quick customer interaction and data classified as “handheld” in Medallia dashboards.
Medallia © Copyright 2016.
Conversational-type text survey designed to be a fast and convenient way for customer to initiative giving in the moment feedback.
Create a feedback channel with one of Medallia’s existing SMS partners. LEGO would have a short-code that the customer would text “feedback” to and then be presented a survey. Signage would be used to communicate the SMS short-code and instructions in the store. Classify the feedback as “SMS” in the Medallia dashboards.
SMS Survey
Medallia © Copyright 2016.
Real time engagement allows customers to engage with brands in a free form way using their smartphone. Think of this as a digital concierge.
Create a feedback channel with one of Medallia’s existing partners. Customers could text anything to a designated phone number and get realtime customer service. Signage would be used to communicate the phone number and instructions in the store. Classify the feedback as “RT” in the Medallia dashboards.
Realtime Engagement
Medallia © Copyright 2016.
Loyalty programs provide a good way to gather feedback in-store. Several solutions offer a check-in capability that can be followed by survey questions
Programs such as Belly or ShopKick have a built in set of respondents that utilize their service. Partnering with them would allow LEGO to reach potential non-purchasers as they enter our store.
13
Utilizing Partners