Miembros acreditados de:

FINDING VALUE IN YOUR VOC PROGRAMME

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— Gary Vaynerchuk,

“The Thank You

Economy”

“It’s very logical: There is proven ROI in

doing whatever you can to turn your

customers into advocates for your brand or

business. The way to create advocates is to

offer superior customer service.”

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The Value of Good Customer Experience

Increases Future Business“We found a high correlation between how consumers rate their experience with a company and their willingness to buy from the company again … Even a small percentage change in repeat purchasers translates into a very large dollar value.”*

Prevents Defection“…the higher the quality of a firm’s customer experience, the less likely it is to lose sales to competitors…*

Encourages Positive Word of Mouth“…the higher the quality of a firm’s customer experience, the more likely it is to get positive mentions from its customers.”*

*The Business Impact of Customer Experience, Forrester, March 2014

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We’re in this together!

A question we often hear is:

Can you prove the ROI

of a customer

feedback programme?

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Traditional ROI

Employees Customers

Better business results

7

Finding Value in VoC

• 5% increase in Customer Care

Measures correlates to 1.5%

increase in LFL sales

Published Marketing Week Nov 2011

• 5% increase in Guest Experience

Measures correlates to 1%

increase in LFL sales

Published Marketing M&C Report July 2011

Case Studies

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Delighted Customers Spend More Source: UK Retail Client case Study 2012

Spend

Spend

Spend

Strongly disagree,

disagree or neutral

Agree Strongly

agree

+3%

+12%

Satisfied

with visit?

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Delighted Customers ReturnSource: UK Retail Client case Study 2012

Likelihood to

return

3%

Likelihood to

return

13%

Likelihood to

return

91%

Strongly disagree,

disagree or neutral

Agree Strongly

agree

Satisfied

with visit?

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Finding Value in VoCRevenue

4 – Satisfied 5 – Highly Satisfied

Visits/month 4.3 7.2

Spends £2.68 £2.92

Lifetime customer 4.4 yrs 8.3 yrs

Lifetime value £607 £2,090

(+82%.yr)

International coffee company

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Finding Value in VoCRevenue

Finding: 3% of surveys contained callback requests

Application: 1,000 recovery opportunities per month

Estimated saved revenue: Over £15 million in annual

opportunity revenue

Telecom Provider

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Finding Value in VoCSocial Media

%Application: 15,000 new, active Facebook fans

Estimated opportunity revenue: £1,722,147

Application: 12,000 new, active Facebook fans

Estimated opportunity revenue: £1,377,717

Finding: Average loyal Facebook fan is worth £115 over a lifetime

Examples of

restaurant companies

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International Retailer Sells More by

Fully Engaging Employees

Engagement Level

Overall Satisfaction

Average Spend

Purchased More Than Expected

54%

56%

£6.29

73%

64%

65%

65%

£6.74

81%

73%

Disengaged Semi-Engaged (Upsell/No WOW)

Semi-Engaged(WOW/No Upsell)

Fully Engaged

59% 22%

8%

11%

£7.36 £7.91

Industry Average

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Stats – Industry Averages

- Customers with highly positive past experiences spend 140% more compared to those with highly negative past experiences.

- The average Facebook fan is worth £115

http://www.marketing.org/i4a/pages/index.cfm?pageID=6024https://hbr.org/2014/08/the-value-of-customer-experience-quantified/

- A loyal customer is worth up to 10 times of an initial single purchase

- The average annual value of a customer is £160

- A loyal customer spends 10 times more over their lifetime than a non-loyal customers

- A one-star difference in a restaurant rating canimpact revenue from 5% and 9%

Have you calculated value

from your customer feedback

programme?

Beyond simple

ROI

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No one “owns” the customer, but everyone can own a moment.

Who Owns The Customer?

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