Voice of the Customer

Using Customer Feedback to Improve Site Experience

The Analytic Ecosystem

To truly understand, manage, and improve customer relationships across all digital touch points, companies need a multi-tiered approach

Customer Experience Voice of CustomerWeb Analytics

Data is largely quantitative and spans both visitor and session scope

Both quantitative and qualitative, focusing largely on the individual session

Largely qualitative in nature and focuses primarily on the visitor by exploring intent, satisfaction and opinion

Voice of Customer Ecosystem

Consumer Backyard Brand BackyardWebsites

Public-facingIntranetExtranet

Online advertisingPublishersAdvertisers

Digital applicationsGadgets/widgetsOnline videoDownloadable productsMobile

Social Networks

Blogs/Forums

Digital Media

Brand Backyard

Websites

Display Advertising Mobile

Gadgets/Widgets

Downloadable Applications

PDF Documents

Messaging

“Someone obviously didn't do their homework…. If someone had, they would've quickly figured out that creating an ad like this, to target babywearing moms, would in essence be knocking us down, spitting in our face, and kicking dirt on us. Babywearing isn't a 'good idea in theory’, it's a good idea - period!”

Messaging

A scarf worn by foodie Rachael Ray in a photograph to be used for a Dunkin’ Donuts ad is at the center of a controversy Wednesday.

The Boston Globe reported that the Canton-based company pulled an ad in which Ray’s scarf looks much like a keffiyeh, a traditional headdress worn by Arab men.

The PepsiCo Americas Beverages division of PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice.

Execution

Empower Customers

Actionable VoC

Prioritize Granular Monitor & Alert

Trend Scope

Real Time InterventionEngage, support and retain customers at the individual level

Custom Comment Card Thank You windows with keywords in the comments combined with contextual data to support customers as they leave feedback

Intelligent linkBulletinInstant chatPriority helpMarketing

opportunity

VoC Integration – Web Analytics

VoC Integration – Customer Experience Management

Panel Discussion

Manoj JasraSpecialist, Web Business DevelopmentShaw Communications

Bill BrunoVP, Business Development & TechnologyStratigent

Web AnalyticsCustomer Experience

ManagementVoice of Customer

Foundational “Measurement & Analysis” Solutions

Marketing Performance Measurement

Campaign Optimization

Content Optimization Multivariate Testing

Consultants

Organizations

Common Definitions

What is overall customer experience?The perception customers have of their interactions with an

organization

What is the perfect customer experience?A set of interactions that consistently exceed the needs and

expectations of a customer

What is the goal of a customer experience initiative? Increase conversion, decrease call center activity, increase brand

loyalty, etc.

Five Stages of Experience-Based Differentiation Maturity

Stage 1: InterestedCustomer experience is important, but

receives little funding

Stage 2: InvestedCustomer experience is very important

and formalized programs emerge

Stage 3: CommittedCustomer experience is critical and

executives are actively involved

Stage 4: EngagedCustomer experience is one of the core

tenets of the firms strategy

Stage 5: EmbeddedCustomer experience is the fabric of the

company; not separately discussed

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Mark KrebsOpinion Lab