The Future of Voice of Customer Programmes - from Research to Customer Engagement
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Transcript of The Future of Voice of Customer Programmes - from Research to Customer Engagement
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7 tips on getting the most from your Voice of Customer programme, no matter what technology you use.
Richard Sedley
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Richard Sedley
Commercial Director
Foviance
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Question 1
How many companies have a Voice of Customer programme?
50%+
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Online surveys
Offline questionnaires
Out of boxing
Focus groups
Social media monitoring
User testing
Customer communities
Call-centre monitoring
1-2-1 interviews
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Question 2
What’s the biggest problem with VoC programmes?
Lack of business value
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Disconnect between CX and business results delivered by VoC Programmes
12%
43%
33%
27%
15%
30%
8%
28%
0%
3% Not at all valuable
Somewhat valuable
Neutral
Very valuable
Extremely valuable
Base: Customer experience professionals who work at organisations with VoC programmes currently in place
Source: Forrester Global CX Peer Research Panel Survey
VoC programme’s value in improving customers’ experience VoC programme’s value in delivering financial results
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Not measuring the right things to show business value
Not doing the right things to drive business value
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is the best measure of current and future
performance; an engaged relationship is
probably the only guarantee for a future
return on your organisation’s objectives.
CUSTOMER ENGAGEMENT
1st Annual Customer Engagement Report. Published 2006
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Repeated interactions that strengthen
the emotional, psychological and physical
investment a customer has in a brand
(product or service)
Definition
CUSTOMER ENGAGEMENT
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Question 3
How do we focus on the right things to drive customer engagement?
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ONE
SIX
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1.
Clarity & Simplicity
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Would you recommend us to your Grandmother? X
Yes
No
or
Thinking about your experience today. On a scale of 1-10, where 1 is negative and 10 is positive, how likely would you be to recommend us to your Grandmother?
Select an option
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Don’t make me think.
With apologies to Steve Krug
Tip 1.
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2.
Recognition & Reaction
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Listening
Understanding
Remembering
Appreciating
Enabling
Reward
Recognition chain
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Recognition chain
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Would you recommend us to your Grandmother? X
Yes
No
Screen 1
Screen 2
1,450 people have answered this question in the last 30 days
Yes No
950
550
We’re sorry you’re Grandmother won’t be hearing about us. We promise we’ll try harder in the future. At the moment we have 33 projects running to improve our website. Find out more
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Recognition is the basis of any engaged
relationship.
Always provide feedback on the feedback.
Tip 2.
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3.
Integrity & Service
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Would you recommend us to your Grandmother? X
Yes
No
Screen 1
Screen 2
Oh no. Previous customers that haven’t wanted to recommend us have found these useful
Send your comments to us
If you can tell us a bit about why you wouldn’t recommend us we’ll try and improve.
• How to sign up
• Changing contract
• How to top-up
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Approaching VoC as purely an insight
programme is a wasted opportunity.
Incorporate help, advice and potentially
entertainment into your programme.
Tip 3.
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4.
Glide & Flow
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Ch
all
en
ge
Skill level
Arousal
Flow
A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi
low high
low
hig
h
Boredom
Relaxation Apathy
Worry Control
Anxiety
Flow
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Would you recommend us to your Grandmother?
Flip for YES / NO
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Engagem
ent
Variable reinforcement
Time
Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.
short long
low
hig
h
Fixed interval
Regular reward
Variable intervals
Variable rewards
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Sometimes engagement is about tunnelling
for ease of use, sometimes it’s about
challenge.
Don’t be scared to treat customers
differently and reward them randomly.
Tip 4.
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5.
Seduction & Delight
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INCREASING MOTIVATION Psychology
REMOVING FRICTION Usability
Joshua porter
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Would your Granny love a big kiss from us?
No, she’s gone shoppin’ Sure thang, pucker up
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Sometimes people find things they enjoy
easy.
Make your VoC programme the best thing
about your company?
Tip 5.
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6.
Ambition & Innovation
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Would you like us to super charge your Granny?
X Yes
No
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Customers want to know they are engaging
with a best of breed company.
Use your VoCP to represent your company’s
brand values and express aspiration – yours
and your customers’.
Tip 6.
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Clarity & Simplicity
Integrity & Service
Seduction & Delight
Recognition & Reaction
Glide & Flow
Ambition & Innovation
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Make your Voice of Customer Programme
less about ‘research’ and more about
‘engagement’.
Create a customer-centric VoCP in order
to maximise business value
Tip 7.