Rtp empathica web_4-2013 - deck

Re-Imagining Customer Feedback To Drive Action

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About Retail TouchPoints

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Panelists

Gary EdwardsChief Customer Officer

Empathica

Alicia FiorlettaAssociate Editor

Retail TouchPoints

MODERATOR

Re-Imagining Customer Feedback to Drive Action

Chief Customer Officer

Empathica Inc

April 25, 2013

Dr. Gary Edwards

© 2013 All Rights Reserved - Confidential

Chief Customer Officer

• 9 years at Empathica• PhD in Social

Research Methods

Dr. Gary Edwards

Prior experience

• Senior VP at Maritz• GM of Gallup Canada

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Agenda

The accelerating evolution of customer feedback

Dealing with the evolutionary forefront

Drive action to generate business value

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2

3

10© 2013 All Rights Reserved - Confidential

Market researchScience of polling1000 customers

Personal relationshipDirect feedback5-10 customers

Social MediaOnline reviews3000 tweets/second

Internet surveysFeedback at volume500,000+ responses/year

The Evolution of Customer Feedback

1900s

1940s

2000s

Today


Frequency

Personal Relationships

Volume

• Customers viewed as friends• Conversational feedback• Direct and anecdotal

Personal relationships


Frequency

Market Research

Volume

• Retailers expanded beyond their neighborhood

• Used science to guide the research• Uncovered how different

demographics buy and behave


Market Research


Internet Surveys

Volume

Frequency

• Solicited feedback at scale• Average retailer collects

500,000+ surveys per year• Better data, easier access


Market Research

Internet Surveys


Social Media

Volume

FrequencyPersonal

relationships

Market Research

Internet Surveys

• The evolutionary forefront of feedback

• Consumers are talking about you whether you like it or not

• 2 billion Foursquare check-ins, 3000 tweets per second

Social Media


The Impact of Social Feedback

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2012 Empathica Consumer Insights Poll

use Facebook to make purchase decisions

have tried a brand dueto a social recommendation

75%

50%

http://www.empathica.com/consumer-insights/wave-1-2012-key-trends/


Agenda




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2

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Feedback is Large and Fragmented

?


Making Sense of Customer Feedback

Lead The Conversation

Understand how you are executing

Follow The Buzz

Uncover trends in whatcustomers are saying

Act

Focus on what matters most to your customers

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Surveys for structured feedback




Follow The Buzz


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Act


Using Science to Lead the Conversation

Recommendation

Overall Satisfied

Revisit Intent

Interior Clean

Ample & Accessible

Parking

Clean & Well Maintained

Exterior Clean & Inviting

Friendly Greeting

Thanked for

Coming

InvitingService

Feel Valued

Employees Enjoying

Their Jobs

Undivided Attention

Efficient Service

Helpful

Employee Service

Good Variety

Good Availability

Exceeded Expectation

s

LOYALTYStore Quality Product Offering

2020


Learn Why? And How Much?

When you lead the conversation you learn whycustomers the feel the way they do, and how much they care.

When you lead the conversation you do not learnabout what you do not know yet.




Social media, online reviews and open-ends


Follow The Buzz


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Act


Making Sense of Online Buzz

Text AnalyticsNatural Language

Processing

The selection is always great

and the cashier was friendly.

noun

great selection

positive

noun

friendly cashier

positive


Learn What? And How Often?

When you follow the buzz you learn what customers are saying to each other and how often they say it.

When you follow the buzz you do not learn how important things are to outcomes or why they happen.

Follow The Buzz



Agenda




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Ensure consistent execution

Drive Action with Customer Feedback



Follow The Buzz


Act

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Different Stakeholders, Different Value

As a brand managerI want to identify systemic issues and trends

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Lead the Conversation to Find Issues

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Follow the Buzz: What Are They Saying?

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React to the Big Picture, Not Symptoms

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Separate The Cause From The Symptoms

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Loyalty Analysis

Wait Time


Different Stakeholders, Different Value

As a brand managerI want to identify systemic issues and trends

As a location managerI want to build new habits for my staff

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Using Comments to Drive Action

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Bubble Up Key Themes Across Channels

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Drill Down to Key Issues

3535


Take Action and Share Best Practices

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Add another cashier when there are more than 3 people in line

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Keep Ahead of the Evolutionary ForefrontDynamic on-demand access:

Sentiment Frequency

Trend Chart Co-occurrence

Different Tools for Different Levels:

Associate Content with theRight Location:


Magnify the Value of a Great Experience

Retail client

results

AdvocatesFeedback

+-

1 in 5 customersrecommend a location via social media

20% increasein Facebook ‘Likes’


Re-Imagining Customer Feedback

• Customers are talking more often, to more people, in more places

• The only way to deal with this feedback is to both lead the conversation and follow the buzz

• Experience only improves when retailers take action at multiple levels

• Make sure you get credit for your great experiences through customer advocacy

Learn More…http://www.empathica.com/3rd-party-feedback/

Hundreds of millions of surveys over 10+ years

1,000,000 advocates mobilized

Creating BrandExperiences to Love

http://www.empathica.com/3rd-party-feedback/

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Q&A / Submit Your Questions

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Q&A // Panelists

Gary EdwardsChief Customer Officer

Empathica

Alicia FiorlettaAssociate Editor

Retail TouchPoints

MODERATOR

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Thank You For Attending!

Download this presentation at: http://rtou.ch/custfeedbackweb

Rtp empathica web_4-2013 - deck

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