planning a digital voice of customer program - medallia · planning a digital voice of customer...
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Medallia © Copyright 2017. 3Gartner: "2016 CEO Survey: The Year of Digital Tenacity."
50%of CEOs expect to see substantial digital transformation in their industries, or for their industries to be almost unrecognizable within five years
Medallia © Copyright 2017. 4The Financial Brand: Digital Banking Report
Top strategic priority for financial institutions in 2017:
Redesign/enhance the digital experience
Medallia © Copyright 2017.
“”
6
A COMPANYConfused customer
But I already have lots of technology solutions deployed. Why do I need Voice of Customer?
Medallia © Copyright 2017. 7
Analytics is not enough – how do you know why users are not moving through the funnel?
Session Replay is not enough – how do you know which sessions to review and why users behave in certain ways?
A/B Tests are not enough – how do you know why one version performs better?
Medallia © Copyright 2017.
Digital Voice of Customer
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The practice of effectively and continuously collecting feedback across Web and Mobile
channels in order to improve customer experience and achieve business results.
Medallia © Copyright 2017.
The Digital VoC Lifecycle
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ListenEngage Users,
Collect Feedback
ActImprove Customer Experience
(Outer-Loop, Inner-Loop)
UnderstandGain Insight
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Designing a world class program
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A Seven Step Process
Business Goals
Focus on key business drivers
Metrics
Use the right KPIs to measure impact
Persona Touch Points
Identify the right touch points for engagement
Engage Data Integration
Augment feedback with relevant data
Close the Loop
Empower stakeholders to act
Know who we are targeting and why
Use the right engagement method at the right time
Medallia © Copyright 2017.
Business Goal
Plan
Persona
KPIs
Touchpoints
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• Prioritize investment online
• First time visitors
• Recurring visitors
• Registered users
• CSAT Score grouped by site sections / pages / personas
• Any page on the site
• Consider sampling rate
• Review analytics for session length
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Engage
Plan
Close the Loop
Data Integrations
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• (See next slide)
• Key stakeholders: Product managers, UX/UI, marketing managers
• Analytics
• Authenticated users
• CRM segments?
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Visit CSAT score
Visit purpose
Brand NPS
Open ended question–find out the unknown unknowns
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Business Goal
Plan
Persona
KPIs
Touchpoints
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• Prioritize Increase sales online
• First time buyer
• Recurring buyers
• Completed transactions
• Search results page
• Sample high %
• Intercept at end of avg. page visit time
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Engage
Plan
Close the Loop
Data Integrations
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• (See next slide)
• Key stakeholders: Product managers, UX/UI, eCommerce team
• CRM segments?
• Session Replay
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GeneralCSAT score
Task completion
Customer effort score
Open ended question find out the unknown unknowns
Apply conditional logic
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Tip: Get Up and Running Quickly
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Start small–focus on one
project
Early traction is most important factor in roll–
out of a program
Go live quickly and iterate–
real data trumps everything
Involve IT/ops early on–
work in parallel
Medallia © Copyright 2017.
Step 1: Choosing Business Goals
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1
Business GoalsIncrease Customer Satisfaction
Increase Customer Acquisition
Increase Average Order Value
Increase Customer Value (ARPU)
Increase Customer Lifetime Value
Increase Customer Retention
Increase Overall Sales
Increase Cross-Sales
Increase Business Unite Sales
Improve Retail Performance
Improve Marketing Campaign Performance
Improve Social Media Performance
Improve Customer Reviews and Recommendations
Improve Customer Service
Decrease Customer Service Costs
Accelerate/Improve Product Development
Improve Product Offering
Improve Inventory Management
Improve Operation Efficiency
Improve IT Performance
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Step 2: Agree on Metrics
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2
KPIsNet Promoter Score (NPS) %
Customer Satisfaction Rating (CSAT) %
Customer Effort Score (CES) %
Total Sales %
Business Unit Sales %
Cross-Sales %
New Customers %
Customer Lifespan %
Customer Lifetime Value (LTV) %
Email Open Rate %
Email Click Rate %
Task Completion Rate %
Content Recommendation Click Rate %
Fan/Follower/Subscriber Growth %
Clicks from Social Media %
Time on Site %
Shopping Cart Abandonment Rate %
Number of Reviews %
Number of Phone Support Sessions %
Number of Email Support Sessions %
Number of Chat Support Sessions %
Number of Social Support Sessions %
Order Return Rate %
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Step 3: Define Persona
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3Customer Personas In Order of Importance
Sample Persona: Comparison ShopperAlways price sensitive, they research many products and retailers before making a purchase decision
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Step 4: Select Touchpoint
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4
Customer Journey & Touchpoints(Ask Customer for Feedback Here)
Discovery
Email Campaigns
Social Media
My Account
Order History
Contact Preferences
Education
Landing Pages
Product Images
Product Descriptions
Checkout
Shipping Information
Payment Terms
Shopping Cart
Checkout
Order Confirmation Messages
Shipping Confirmation Messages
Selection
Product Searches
Product Recommendations
Promotions and Coupons
Log In
Log In
Registration
Support
FAQ Pages
Post Support-Email/Chat/Phone/Social
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Step 5: Optimize Engagement
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5Customer Engagement
Question How satisfying was your experience with us?
Answer Options NPS/CSAT/CES/Custom
Question Type: Score Ratings
Customer Engagement
Question Were you able to successfully achieve your task?
Answer Options Yes, No, Not Yet
Question Type: Dropdown, Radio Buttons, Checkbox
Customer Engagement
Question What was the reason for your engagement today?
Answer Options (Specific to touchpoint)
Question Type: Multiple Choice, Dropdown
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Engaging the Right Way
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Engage the right person, at the right time, with the right content
+Targeted + =Contextual Short
Success
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Passive Engagement
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“Door is open for feedback” message
Handle feedback online/in-app instead of call center
Deflect negative feedback from social media
Passive feedback trends negative-the “passive bias”
Benefits Considerations
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Passive Engagement: Stats
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0.02%The average of all page views that views generate passive feedback.
(That’s 200 feedback items for every 1,000,000 page views)
Passive engagement accounts for a small %
of overall feedback and insights your
program will generate.
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Proactive Engagement
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Collect the right feedback, at the right time, from the right users
Avoid “passive bias”
Make sure you take into account behavioral, session and metadata segmentation input
Must be done correctly to avoid disrupting users
Benefits Considerations
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Proactive Engagement: Funnels
38
0.6%of intercepted users will submit feedback
Page Views
Invitation Shown
Invitation Accepted
Feedback Submitted
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Step 6: Data Integrations
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6
Data Integrations(Collect this data with your customer feedback)CRM Platform-Customer Profile
Customer Support-Ticket Tracking
eCommerce-Shopping Cart State, Total and Item IDs
Social Media Profile-Engagement History, Klout Score
Heatmap Data
Marketing Automation-Customer Profiles
Web Analytics (eg. Google or Adobe Analytics)
In-App Analytics
Mobile Customer Source Data
Customer Login State
Social Analytics Data
Email Analytics Data
Session Recording Data
A/B or Mutivariate Test State
IVR Data (Phone Support)
Inventory Management Platform
Digital Media Performance Data
Broadcast Media Performance Data
Print Media Performance Data
Direct Response Media Performance Data
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Step 7: Closing the Loop
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7Close The LoopShow Suggested Links From Knowledge Base
Send an Automated, Personalized Thank You Email
Show Custom Coupons (eg. Free Shipping) as a Thank You for Their Feedback to Increase your Conversion Rate
Redirect the Customer to a Specific URL
Follow up with a Personal Phone Call
Invite the Customer to Join Your Beta Group and Provide Feedback on Next Year’s Products
Invite the Customer to Join a Private Customer Community Whose Members are Always Given Priority Support
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