maximizing underutilized customer data for profit
TRANSCRIPT
Maximizing Underutilized Customer Data for Profit
Eli Schwartz, SurveyMonkey
Etail Asia March 2016
Please go to this URL:http://bit.ly/etailsurvey
We live in an age of data
All the cool kids use data in their upsells & inbound marketing
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…spending lots of money
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And not necessarily even doing it right
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Implicit Data
Explicit Data
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Gym Membership $272
Teeth Whitening $88
Hotel Rooms $210
How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December 2012
Implicit Data
Explicit data gathering is difficult
Time Consuming
Expensive
Not Scalable
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Available for anyone to see
Use Online Tools to Collect Data
Paper Surveys
Time Consuming
Not Scalable
Expensive
Online Forms
Limited Question Types
Limited Analysis
Advanced Question Types
Advanced Analytics
Customer Service
Survey Software
Traditional feedback data can also become big data
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Data Utopia
What are you lookingfor in a new car?Desired product
featuresDecision processDo they have credit cards
Emphasize quality
Offer COD
82%Higher quality
2%Lowercost
16%No credit card
ImplicitData
Survey
Answers
Explicit Data
Example: Everyone has seen the basic NPS
% Promoters - % Detractors
Net Promoter Score
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But shouldn’t NPS vary by attributes?
GenderAge LanguagesEmploymentStatus
ExerciseInternet Usage Marital Status
GamingHouseholdIncome
LocationEthnicity EducationIndustry Devices
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These personas have different buying and experience needs
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• If A & B• If A & B & C
• Examples: • Women over 70 that run marathons• People with multiple passports in
Singapore on a long term pass
Think about double pivot and triple pivot
Every customer is an individual
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...And you can even explicitly target them
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Examples of great targeting
Case Studies
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• Simple-to-administer surveys eliminate the need to create webpages and forms for each new survey – saving ANA time and money
• Customer feedback about ANA’s Facebook page and “ANA Latte” travel website guides content development and increases engagement
• Surveys on ANA’s Business Class and Boeing 787 services help gauge customer response to new products
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• General managers are able to obtain immediate access to feedback data and utilize them efficiently • Immediate responses are able to improve guest loyalty and memorable stay experience
• Managers can use feedback data to improve their overall satisfaction scores
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• Discovered viral content which drew in media coverage of their event
• Measured the concerns of local citizens when it came to clean toilets in Singapore and the rating system created by RAS
• Established a benchmark on awareness of their cause to now grow against
Some results are here http://bit.ly/etailresults
1. Don’t leave customer analysis to just business analytics and insights
2. Customer satisfaction might be the last item people use to make a purchase decision, but a bad customer experience will be the first thing they talk about
3. Create a culture of asking. Use every customer touch point to gain real feedback.
Bonus: People will answer the most sensitive questions if you ask right
Key points to remember
Email me for slides:[email protected]