6 strategies to increase engagement &...

Best Practices Conference 2014 | August 2014 | © 2014 InMoment, Inc. 1

6 Strategies to Increase

Engagement & Participation

Best Practices Conference 2014

Presented by:

Rick Banovich - Director, Customer Experience

Ian Cummings -Director, Client Strategy and Development


“There are only three measurements that tell

you nearly everything you need to know

about your organization’s overall

performance: employee engagement,

customer satisfaction, and cash flow. It goes

without saying that no company, small or

large, can win over the long run without

energized employees who believe in the

mission and understand how to achieve it.”

– Jack Welch, former CEO of GE


1 Let it be Known

2 Create an Ongoing Dialog

3 Listen Everywhere

4 What’s in it for me?

5 Create Transparency

6 Be Part of the Culture


1 Let it be Known


P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5

2011 2012 2013 2014

Average Response Count

Launched with

a Bang!

Receipt

Dependant

Program

Relaunch!

Target avg. 30 per

location per period

The Marketing Effect


Market, Market, Market

Staff Ribbon Exit Door Decal

Counter Card


2 Create an Ongoing

Dialog


VOC Survey Design

• Best Practices

– Customer First

– Operational Focus

• Design Principles

– Design with the end in mind

• Ensure Actionability

– For every question ask yourself:

1. What is the issue?

2. Who can resolve it?

• Keep questions short and pointed

– Utilize Text Analytics


3 Listen Everywhere


Listen Everywhere

• What are your Customer Touch Points?

• Have you identified all customer touch points?

• What are your Moments of Truth?

• Are you listening everywhere?

• Are you leveraging your VoC tools to measure

all of your “Moments of Truth?”


The Voices of an Enterprise


Bump Your Counts

• Utilize Outbound Dial/Email Campaigns When Available

– Relationship/Loyalty Programs

– Real-time feedback


A Simple Mention Group 1:

• Invitation placed on the counter

without drawing any attention to it

Group 2:

• Hand invitation during the

transaction and did not discussing

it

Group 3:

• Hand invitation during the

transaction AND requested

participation and expressing

their value of their feedback

4%

9%

14%

Placed on Counter

Handed Invitation

Handed with Spoken Request


Offer a Carrot

Bounceback

InMoment

Sweepstakes

Company

Sweepstakes

Why Not Incentivize?

• Increased Response

Rates

• Reduce “Non-Response”

Bias

• Drive Business Back Into

Your Locations!


The Incentivized Advantage

AVERAGE TICKET:

Returning New Customers:

w/Bounceback: (24% lift)

Returning Existing Customers:

w/Bounceback: (14% lift)

Fully managed & funded

sweepstakes

($500,000 per annum)

- Plus -

Instant bounce-back offers

boost response rates and

drive traffic back to locations

Response rate impact:

Case Study:

4%

6%

9%

38%

BOGO

$5 off

$7 off

$10 off

Case Study:


11%

26%37%

51%

73%

Bottom Quintile Top Quintile

% Mentioned Survey

Did Someone Say

• Make Sure You Invite Everyone!

– Multiple Invitation Approaches

– Cherry Picking

– Verbalize & Visualize the Invitation


Transparency

• Act on your Customer Feedback...

• Identify Issues

• Implement change to correct issues

• Communicate Improvements to customers

• When customers feel responsible for changes that

are made on their behalf they are:

• More loyal to your brand

• More likely to purchase again

• More likely to provide feedback in the future


Communicate Commitment


Program Engagement • Program Owner

– Identify a Dedicated Program Owner

• Training the Trainer

– It’s Your Program

• Internal Communication

– Continually Reporting to the Field

– Executive Involvement

• Reward & Recognize

– Use Your Feedback as a Carrot

“I’ve just got to tell you, your team at the Houston, Vine Street location is amazing.

Steve always calls me by name, he’s very familiar with our needs, and he treats us like

we’re more than just a ticket. I will always visit there, and I’ll tell everyone I know about

the excellent service I receive!”

—Tom Carlson


Reward the Stores and

Employees!


Creating a Culture Change

Communication

• What is the Customer Experience?

Execution

• Setting program goals and achievements

Measurement

• Track, Measure, and Analyze store performance

Everyone in your company needs to • Know how they are doing

• Know what to do

• See the results


Bonus Outcomes of

Program Engagement!

14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6

Overall, how satisfied were you with your visit to this Canadian Tire Store?(% of satisfied respondents)

Response

Counts

Up!

Experience

Scores

Up!


1 Let it be Known

2 Create an Ongoing Dialog

3 Listen Everywhere





Thank you!

Rick Banovich - Director, Customer Experience

[email protected]

Ian Cummings - Director, Client Strategy & Development

[email protected]

6 strategies to increase engagement &...

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