9 Steps to a World Class VoC Program Qualtrics @Qualtrics / #QualtricsWebinars

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Webinar Overview “9 steps to a world class VoC program” Estimated Time: 45 minutes 5 minutes Des Martin - Introduction 20 minutes Kyle Groff 15 minutes Innes Vanderniepen 10 minutes Q&A 5 minutes Upcoming Events

Des Martin Head of Growth EMEA Qualtrics

Kyle Groff Principal Consultant Qualtrics Customer Experience & Formerly JetBlue

Innes Vanderniepen Customer Experience Quality Manager Brussels Airlines

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Kyle Groff 9 steps to a world class VoC program

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Europe May 8, 2015

Kyle has over 10 years of experience building, maintaining and improving measurement programs in both the employee and customer experience (CX) domains. Most recently he launched the Employee Engagement program for JetBlue Airways and led a ground-up redesign of their Voice of the Customer (VoC) program. For these efforts, Kyle was named 1to1 Media’s 2014 Customer Champion, joining a distinguished list of practitioners who have demonstrated industry-leading methods and results. Kyle holds a doctorate in Industrial and Organizational Psychology and has expertise in a wide-range of statistical methods and principles.

Kyle Groff, Ph.D. Principal Consultant, Customer Experience Qualtrics

o What Does This Mean To You? o Assumes Practitioners Know What

To Do With This

o Assumes Practitioners Know How to Actually Build a CX Program

The Ultimate Question

How Do I Build a Customer Feedback Program?  

Questions?  Metrics?  Taking Action?  

What do I measure?

What should I measure?

How should I measure

these things?

Now what do I do once

I’ve measured something?

What do I do with these

numbers?

The WHN Model

What? How? Now?

What?

What Do I Measure?

1. Map it out

•  Create a Customer Journey Map, an outline of the customer journey broken into major touch points

•  Consider multiple points of view

•  Cluster into major touch points

How?

How Do I Measure It?

2. Develop Channels

•  Decide how to collect data at each touch point

•  Ensure you cover all major touch points

•  For survey, create more questions than you plan on using

Image Source: appinions website

How?

How Do I Measure It?

3. Test Format

•  Test channel with 300-400 customers

•  Revise buckets based on feedback & analysis of items

•  Aim for less than 20 quantitative questions in any single channel

•  Conduct focus group to examine content & flow

Image Source: freeenterprise.com

Now?

Now What?

4. Reporting Levels

•  Identify reporting levels

•  Work from macro to micro

•  Create data flow diagram

CEO  

Marke*ng   Product   Web  

EVP  

Now?

Now What?

5. Goals

•  Tie incentives to CX metrics

•  Make specific to each area

Now?

Now What?

6. Action Process

•  Develop root cause process

•  Make insights actionable

•  Leverage text analysis to go beyond quantitative data

Innes Vanderniepen 9 steps to a world class VoC program

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Europe May 8, 2015

Innes Vanderniepen Customer Experience Quality Manager, Brussels Airlines

Innes worked for 2 years for Bain & Company, a management consulting firm, where she took part in projects across a variety of industries and functional areas before joining Brussels Airlines in 2014. Since then her main project has been the implementation of a NPS program for the airline..

The  bad  news   The  good  news  

There is no standard,

off-the-shelf Voice of the Customer

program to source

and implement

There is no standard,

off-the-shelf Voice of the Customer

program to source

and implement

You  will  need  to  go  through  all  WHN  steps  to  develop  your  own  program  

You  get  to  tailor  your  VoC  program  to  fit  your  company’s  ambi*ons,    

objec*ves  and  culture  

There is good news and bad news…

At Brussels Airlines, we started by defining the overall objectives of our program

Drive  and  support  the  company  culture  shi6  towards  a  customer-­‐centric  organisa8on,  giving  our  guests  a  voice,  heard  loud  and  clear  by  frontline,  middle  management  and  execu*ves  

Iden8fy  and  priori8se  service  delivery  and  service  recovery  topics  to  address  in  order  to  improve  the  customer  experience  quality  

Review  priority  products  &  processes  (key  baKles)  and  monitor  the  progress  made  by  the  implemented  ac*on  plans  

STRATEGIC  

TACTICAL  

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We  chose  to  implement  an  NPS  program  

What?

Tension between our objectives and a short survey lead to a layered approach

 Short  general  NPS  survey  to  iden8fy  &  priori8se  our  key  baKles  

“How  likely  are  you  to  recommend  Brussels  Airlines  to  a  friend  or  colleague?”    

Mul*ple  short,  topic  specific  NPS  surveys,  collec8ng  ac8onable  insights    on  the  key  baKles  to  serve  as  input  into  the  ac*on  plans  

   

Call  backs  to  respondents  to  get  more  insights,  create  trac*on  with    management  and  develop  customer  centricity    

(Recovery  is  a  side-­‐effect)  

LAYER  1:  Priori8sa8on  

LAYER  2:  Focus  areas  

LAYER  3:  Closing  the    FB  loop  

Cabin  crew    survey  

Complimentary  catering  survey  

Brussels  Airport  survey  

Vienna  Airport  survey  

What?

A million questions need to be answered before your first survey can be How?

•  What  is  the  ul*mate  goal  of  the  survey?    

•  What  is  the  ul*mate  goal  of  each  ques8on?    

•  Which  ques8on  type  should  be  used?    

•  How  to  trade  of  survey  length  vs.  response/drop  off  rate?    

•  How  to  trade  of  survey  length  vs.  emo8onality?    

•  …..  

•  Who  to  survey  and  when?    

•  Where  to  we  get  the  contact  data?    

•  What  is  the  message  of  our  invite  email?    

•  What  language(s)  to  use  and  how  to  manage  them?  

•  How  to  respond  to  incoming  emails  on  the  survey  mailbox?    

•  …..  

Designing  the  survey   Sending  the  invites  

Now?

Communication and reporting will help define the success of the program

Repor8ng  &  ac8on  plans   Broad  awareness  •  How  to  set  up  the  ini8al  repor8ng?  

•  Self  service  dashboards  or  ready-­‐made  repor*ng?  

•  How  to  create  accountability?  

•  How  to  manage  expecta8ons?  

•  …  

•  How  to  reach  every  layer  of  the  company?  

•  What  channels  are  available?  

•  How  to  create  enthusiasm  for  your  VoC?  

•  How  to  keep  it  simple  and  clear?  

•  …  

What we have learned during this last year

•  Keep  communica8on  simple  and  straighVorward  

•  It  is  not  about  data  collec8on  or  crea*ng  reports:  It  is  about  ac8onability,  change  management  and  customer  centricity  

•  Go  slow,  take  a  stepped  approach.  But  don’t  wait  for  the  perfect  system  

•  Collaborate  and  cross-­‐communicate,  internally  and  externally  

•  Get  management  on  board  and  find  sponsors  at  the  highest  level  

•  Make  your  first  case  studies  and  projects  winners.  You  likely  get  only  one  chance  to  build  credibility  for  your  program  

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Questions?

Upcoming Events

Cxweek.com – May 11th – 15th

Qualtrics Live Dublin – June 18th

More Information Email: desm@qualtrics.com

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