actual promoters
DESCRIPTION
Most customer programs are driven by insights derived from a limited set of channels that no longer reflect where and how customers talk. In the years when marketing, sales and service management theory were being developed, the main channels for gathering customer insight were research based. Today the smartest companies are asking why don't we use real-time voice of the customer to augment our more traditional approaches to insight generation? Why not start listening to actual promoters and detractors rather than just their facsimile?TRANSCRIPT
digitalReimagining Business
PwC Digital
actual promoters
16th October 2014
PwC | 2 16 October 2014
Jason Juma-Ross Lead Partner, Digital Intelligence
pwc
Anthropologist, strategist, digital participant since the 1990s. Rubbish dancer. Waterman
Introductions
digitalReimagining Business
PwC | 3 16 October 2014
Intelligent enterprises will be places where customer knowledge is drawn from everywhere, and shared across the entire enterprise, so all stakeholders can act upon it and measure the results
Forrester, 2014 The Age Of The Customer Requires A More Intelligent Enterprise
PwC |
One of the world’s ‘High
Access’ countries
4 16 October 2014
Australia: state of the nation
actual promoters
23m Australians
17m Online
16m Smartphones
14m Social Media
10m Mobile Social
Source: PwC analysis
PwC | 5 16 October 2014
Where we listen is not where customers talk
actual promoters
Four limitations of traditional research
Survey research
Laggy Long lead time to results
Lossy Richness stripped out
Loose Tenuous connection to interactions
Social Media
Web Chat
Call Centre
Limited Restricted sample: ~1% of customer voice
PwC | 6 16 October 2014
The real voice of the customer is loud & clear
actual promoters
e.g. Combine NPS with ‘Actual Promoter’ data to build ‘intelligent enterprise’ capability The days of siloed information, long surveys, and simple scores are over
John Sperry, 2014
Survey research
Social Media
Web Chat
Call Centre
PwC | 7 13 October 2014
Actual Promoter Score Dashboard
PwC | 8 13 October 2014
Actual Promoter Score Dashboard
PwC | 9 13 October 2014
Advocacy Drivers
PwC |
1999
10 16 October 2014
When you think of the Internet, don’t think of Mack trucks full of widgets destined for distributorships,
whizzing by countless billboards.
Think of a table for two. @man
Source: 1999 The Cluetrain Manifesto
