3rd party feedback product launch webinar

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

VP, Products

lkennedy@empathica.com

March 19, 2013

Lee Kennedy

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Launch Party!

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Adapt or Die

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Re-Imagining of Customer Feedback

Relationships, Mystery Shopping

Surveys, Social Media and others

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Re-Imagining of Connectivity

Then... Now...

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

*Mary Meeker - KPCB

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Re-Imagining of Almost Everything

Desktop / Laptop Tablet / Smartphone

*Mary Meeker - KPCB

Since 2010 Tablets and Smartphone have outsold PCs

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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

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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

Creating Effective Customer Feedback

Lead The Conversation

Understand how you are executing

Follow The Buzz

Uncover trends in whatcustomers are saying

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Focus on what matters most to your customers

Act

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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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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

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LOYALTYStore Quality Product Offering

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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.

Understand how you are executing

Lead The Conversation

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Social media, online reviews and open-ends

Creating Effective Customer Feedback

Follow The Buzz

Uncover trends in whatcustomers are saying

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Focus on what matters most to your customers

Understand how you are executing

Lead The Conversation

Act

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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%

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Making Sense of All These New Channels

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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

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CEM Is About Location Improvement

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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

Brand Tracking

Location Improvement

Internal channels

GoRecommend

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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

Uncover trends in whatcustomers are saying

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Ensure consistent execution

Creating Effective Customer Feedback

Lead The Conversation

Understand how you are executing

Follow The Buzz

Uncover trends in whatcustomers are saying

Act

2020

Focus on what matters most to your customers

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Surveys Direct to Brand

Social Media

A Universal Feedback Platform...

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Surveys Direct to Brand

Social Media

...That Summarizes and Simplifies...

Text AnalyticsA B C

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Surveys Direct to Brand

Social Media

... So You Can Act to Improve Experience

Text AnalyticsA B C

Customer Experience Applications

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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?

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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

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Fix the Root Cause

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Loyalty Analysis

Wait Time

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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

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Lead the Conversation to Understand Importance

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Follow the Buzz at the Location Level

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Key Emerging Trends Across Channels

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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.

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Product Demos

Brand Text Analytics Empathica Local

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Creating Effective Customer Feedback

Lead The Conversation

Understand how you are executing

Follow The Buzz

Uncover trends in whatcustomers are saying

Act

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Focus on what matters most to your customers

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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)1-888-633-1633sales@empathica.com

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

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Sales (UK)+44 (0) 121-632-2240contactuk@empathica.com

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