[Webinar ] 10 Tips for Creating your own Voice of the Customer Programme

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Going Beyond Surveys, Tweets, Complaints and Big Data - What is Voice of the Customer? - How can you benefit from it? - How do you measure your users and customers feedback in a continuous way? - How do you make use of the data? - How do advanced VoC studies work? - 10 Tips: How to create your own VoC programme.

Transcript of [Webinar ] 10 Tips for Creating your own Voice of the Customer Programme

  • 1 The #1 Customer and User Experience Research and Analytics Platform 10 Tips for Creating your own Voice of the Customer Programme
  • 2 Stefano heads up the UX Research & Consulting for UserZoom Spain. He is an expert in both quantitative and qualitative UX & usability research methods. The clients he provides advice to are from a wide range of sectors: ecommerce, finance & insurance, retail, travel & tourism, technology and more. About Me Stefano Serafinelli UX Lead UserZoom Spain Webinar: 10 Tips for Creating your own VoC Programme
  • 3 Quick Housekeeping Chat box is available, if you have any questions Or tweet your question using #uzwebinar There will be time for Q&A at the end of the webinar We will be recording the webinar for future viewing All attendees will receive a copy of the slides/recording + Whitepaper: Building a VoC programme for your company in the online channel #uzwebinar Webinar: 10 Tips for Creating your own VoC Programme
  • 4 Webinar Going Beyond Surveys, Tweets, Complaints and Big Data #uzwebinar Webinar: 10 Tips for Creating your own VoC Programme
  • 5 About Voice of the Customer: What is VoC? How can you benefit from it? How do you measure it? What data do you obtain? How do advanced VoC studies work VOC Types: One-shot VoC Measuring VoC in a continuous way Continuous VoC case studies 10 Tips & Easy Steps: How to create your own VoC programme Webinar Agenda #uzwebinar Webinar: 10 Tips for Creating your own VoC Programme
  • 6 Voice of the Customer for Mobile & Desktop About Voice of the Customer Voice of the Customer programme: Obtain user & customer feedback and measure their satisfaction rates. In an online environment: - Reason for a visit - Success rates - Difficulties #uzwebinar
  • 7 Online VoC studies help to identify whether your customers have problems achieving their objectives: About Voice of the Customer 1. Whether your site navigation is easy-to-use and intuitive. 2. Lack of information: Whether you provide everything necessary in the product or service specifications etc. 3. Whether information is presented in a clear and straightforward manner. 4. Perception: Whether your website communicates security and conveys your brand values. 5. Interaction problems: For example with forms etc. #uzwebinar
  • 8 Voice of the Customer for Mobile & Desktop Intercept users and ask them about their browsing experience + Real user context, provides clear insight into problems users encounter (content, navigation etc.), large samples - No information related to usability About Voice of the Customer #uzwebinar
  • 9 A standard flow for an advanced VOC Reason for a visit Success? Had problems? Which problems (main)? Which problems (detail)? NPS Demographic For each individual scenario (reason for a visit / profile) Which problems? I have not found the product Problems with registration Price is too high Problems with main menu Which problems with registration? Did not want to provide personal data The form gave me an error I did not have all the requested data Did not find how to register I should be able to buy without registering For each main problem (if needed) How do advanced studies work?
  • 10 Customer & User Data you obtain: Clickstream Data & Clickpaths Feedback and satisfaction from users Video Session replay #uzwebinar About Voice of the Customer
  • 11 VoC Types: One shot vs. continuous
  • 12 Exact photo of the user experience over a limited period of time (1-3 weeks) One-shot VoC studies How to measure VoC in a continous way? #uzwebinar
  • 13 Exact photo of the user experience over a limited period of time (1-3 weeks) Small samples (200+) One-shot VoC studies How to measure VoC in a continous way? #uzwebinar
  • 14 Exact photo of the user experience over a limited period of time (1-3 weeks) Small samples (200+) When repeating a VOC study, changes to the original scripts are more likely to happen, so the two studies are not directly comparable. One-shot VoC studies How to measure VoC in a continous way? #uzwebinar
  • 15 Exact photo of the user experience over a limited period of time (1-3 weeks) Small samples (200+) When repeating a VOC study, changes to the original scripts are more likely to happen, so the two studies are not directly comparable. Dependent on seasonality One-shot VoC studies How to measure VoC in a continous way? #uzwebinar
  • 16 34% 30% 14% 0% 10% 20% 30% 40% Hotels (seaside) Flight + hotel Hotels (cities) April 45% 22% 8% 0% 10% 20% 30% 40% 50% Hotels (seaside) Flight + hotel Hotels (cities) July VOC Study Travel Website One-shot VoC studies How to measure VoC in a continous way? #uzwebinar
  • 17 One shot VoC study Limited period of time (1-3 weeks) Small samples (200+) When repeating a VOC study, changes to the original scripts are more likely to happen, so the two studies are not directly comparable. Seasonality dependent Continuous VOC Long period of time (6-12+ months) Bigger samples Study does not change (a lot) Not dependent on seasonality Continuous VoC How to measure VoC in a continous way? #uzwebinar
  • 18 Case Study 1. Large e-commerce Website VoC & the Online Buying Process #uzwebinar
  • 19 Case study. Large e-commerce website More than 115.000 respondents over 10 months 11 online store departments analyzed Data collected: o Reasons for a visit o Overall reported success rates o Difficulties o Effort o Customer satisfaction o User profile Insights o Statistically significant data on website usage o In-depth analysis of users profile o Purchase habits Question: Which information did you miss in the product detail page? Photos Specifications How to use Warranty Clothing/Shoes 14,3% -18,2% -9,1% -0,9% Home appliances -12,7% 2,5% 8,9% 5,5% Electronics -11,6% 17,5% 12,0% 0,6% Sports -13,2% 10,4% 6,7% 2,2% Movies 4,2% 5,7% 3,5% -0,9% Books 5,5% 20,6% -9,8% -2,2% Music 3,4% 2,2% 4,9% 1,9% How do advanced studies work?
  • 20 Case Study 2. Leading Insurance Company VoC & Analytics #uzwebinar
  • 21 Case study. Leading insurance company More than 42.000 respondents over nearly 2 years. Constant improvement of website key areas (I.E. Making an appointment with a specialist, product detail page, obtaining a quote) Need to give a sense to analytics and log data with qualitative information from real users. 26% 32% 34% 21% 28% 16% Sept Oct Nov Dec Jan Feb The information was difficult to understand How do advanced studies work? #uzwebinar
  • 22 10 VoC Tips
  • 23 TIP 1: Review your site Same script during the entire duration of the test. Ideally, only some small cosmetic changes allowed: In depth revision of the website: heuristics, use cases Make sure you are taking into account every use case and the most probable issues users may face. 10 VoC Tips #uzwebinar
  • 24 Pilot study (1 week) of VOC prior to real launch. Validation: you already have a quite final version of the script and you want to refine it. Always make an open "other" answer option available. Inspection: you have little or no idea of what users may look for or what kind of problems they may have (that should not be the case). Base the pilot on a few open answers and analyze them. TIP 2: Do a pilot test 10 VoC Tips
  • 25 You've not been considering a common problem/reason for a visit (lots of other answer) Some of the answering options you provided are not relevant (remove them if they are complicating the answers list unnecessarily) Youve not been completely clear when describing the options - > provide examples: The page was not working well (It was slow/gave me error/) Pilot test: What you can discover 59% 9% 51% 14% 0% 9% 8% 12% 3% 14% 0% 0% 50% 100% The page was not working well Texts were difficult to read Other It was difficult to navigate through the menu options It was difficult to add a product to the shopping bag Intructions were not clear enough I was not able to pay I was not able to find the product I did not understand how the page worked I did not see the delivery options I did not know how to register 10 VoC Tips
  • 26 You missed to investigate in depth a key aspect of the user experience. Generate an automated UZ report and read it as if you were the stakeholder (if you are not): is there any question that remains unanswere