3rd party feedback product launch webinar

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Re-Imagining Customer Feedback to Drive Action3rd Party Feedback and Text Analytics

VP, Products

[email protected]

March 19, 2013

Lee Kennedy

2© 2013 All Rights Reserved - Confidential

Launch Party!


Adapt or Die


Re-Imagining of Customer Feedback

Relationships, Mystery Shopping

Surveys, Social Media and others


Re-Imagining of Connectivity

Then... Now...

Mobile users have outnumbered landlines since 20022.4 Billion Internet users globally in 2012

*Mary Meeker - KPCB


Re-Imagining of Almost Everything

Desktop / Laptop Tablet / Smartphone

*Mary Meeker - KPCB

Since 2010 Tablets and Smartphone have outsold PCs

© 2013 All Rights Reserved - Confidential

The Volume of Feedback is Growing

30 Million Surveys per Year

50 Million Reviews

2 Billion Check-ins

1 Billion Active Users

500 Million Active Users

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Graveyard of Failed Adaptation

Consumers discovered digital collaboration (wiki)Print edition shut down in 2012

Consumers started streaming content onlineFiled for bankruptcy 2010

Consumers swapped paperbacks for e-booksFiled for bankruptcy 2011

Consumers captured their memories digitallyFiled for bankruptcy 2012


Creating Effective 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


1010


Act


Customers Want to Give You Feedback

30 million customers give survey feedback about their in-store experiences every year

Less than 1/3 believe it is acted on

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2012 Empathica Consumer Insights Poll

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


Understand How Much They Care

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

1212


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


1414




Act


Social Media Influences Consumers

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2012 Empathica Consumer Insights Poll

use Facebook to make restaurant decisions

have tried a brand dueto a social recommendation

75%

50%

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


Making Sense of All These New Channels

16

?16


Organizing the Feedback Spectrum

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directed undirected

general

location-specific

survey scores survey open-ends

social reviews

social streams

public web

brand tracking surveys

focus groups

Internal channels

GoRecommend


CEM Is About Location Improvement

1818

directed undirected

general

location-specific

survey scores survey open-ends

social reviews

social streams

public web

brand tracking surveys

focus groups

Brand Tracking

Location Improvement

Internal channels

GoRecommend


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



Ensure consistent execution




Follow The Buzz


Act

2020



Surveys Direct to Brand

Social Media

A Universal Feedback Platform...



Social Media

...That Summarizes and Simplifies...

Text AnalyticsA B C



Social Media

... So You Can Act to Improve Experience

Text AnalyticsA B C

Customer Experience Applications


What Action Can I Take?

As a brand I need to identify systemic issues and trends

As a location manager I need to build new habits for my staff

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Lead the Conversation to Find Issues

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Follow the Buzz: What Are They Saying?

26


React to the Big Picture, Not Symptoms

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Separate The Cause From The Symptoms

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Loyalty Analysis


Fix the Root Cause

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Loyalty Analysis

Wait Time


What Action Can I Take?

As a brand manager I need to identify systemic issues and trends

As a location manager I need to build new habits for my staff

3030


Lead the Conversation to Understand Importance


Follow the Buzz at the Location Level

3232


Key Emerging Trends Across Channels

3333


Drill Down to Key Issues

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Take Concrete Action to Resolve Issues

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Only plate fries after all other items are plated.

35


Product Demos

Brand Text Analytics Empathica Local





Follow The Buzz


Act

3737



Re-Imagining Customer Feedback to Drive Action

1. Lead the Conversation and Follow the Buzz

2. To Follow the Buzz you need to integrate all of your text content

3. Text Analytics deals with volume

4. You need location-level content to improve customer experience

5. Action at the location is the only way to change the experience

Thank You

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Sales (North America)[email protected]

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

39

Sales (UK)+44 (0) [email protected]

On Our Website

mailto:[email protected]

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

mailto:[email protected]

3rd party feedback product launch webinar

Technology

buzz social media

effective customer feedback

social media brand

social recommendation

survey feedback

volume of feedback

universal feedback platform

social mediamystery