Non-buyer Feedback. An innovation approach. #GenCX

Transcription

1 Non-buyer Feedback An innovation approach #GenCX #

2 Goals for today NEW THINKING NEW TOOLS NEW EXECUTION

3 Definition of Non-buyer Feedback? (feedback from visitors who browse but don t buy a product or service on a particular trip)

4 Two Paths

5 Customer Development

6 Methods of NBF Kiosk Handheld SMS Real Time Engagement Partners Social Loyalty

7 Working Session The Lean Canvas Problem Solution Top 3 problems Top 3 features Key Metrics Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention XYZ Company Unfair Advantage Can t be easily copied or bought Channels April 27, 2016 Iteration #1 Customer Segments Target customers Key activities you measure Path to customers Cost Structure Revenue Streams Customer Acquisition costs Distribution costs. Conversion Life Time Value PRODUCT MARKET 7

8 Working Session The Lean Canvas Problem Declining customer counts/transactions (B) Mostly anonymous customers. No relationship Solution Renew customer service model Create ways to collect feedback from customers. Key Metrics Unique Value Proposition Make it fast and toaster simple for customers to give us free advise. Debwell Retail Unfair Advantage First mover advantage in category Channels April 27, 2016 Iteration #1 Customer Segments All customers, but in particular splitters Unclear on where to focus strategies Customer counts In-store kiosk CSAT Mobile app Partners Cost Structure Revenue Streams Hardware, software, 1 FTE Life Time Value 4 extra transactions per store per day PRODUCT MARKET 8

9 In-Store Kiosk Simple web survey deployed on a stand-alone kiosk such as an ipad or Android tablet. Signage placed to inform customers of the survey. Assemble a tablet on a stand for placement in store. Web survey design for quick customer interaction and data classified as kiosk in Medallia dashboards. Height for adults to deter children from playing. Placed strategically out of the decompression zone. Gaming reduced by Medallia analytics like speed of survey and velocity between surveys.

10 Handheld Survey Mobile survey initiated by LEGO employees. The survey needs to be short enough to take on the sales floor. Survey would be non-emotional and focused on the store as a product. Create a mobile survey for the handheld device. Simply use the device s web browser. Web survey design for quick customer interaction and data classified as handheld in Medallia dashboards.

11 SMS Survey Conversational-type text survey designed to be a fast and convenient way for customer to initiative giving in the moment feedback. Create a feedback channel with one of Medallia s existing SMS partners. LEGO would have a short-code that the customer would text feedback to and then be presented a survey. Signage would be used to communicate the SMS short-code and instructions in the store. Classify the feedback as SMS in the Medallia dashboards.

12 Realtime Engagement Real time engagement allows customers to engage with brands in a free form way using their smartphone. Think of this as a digital concierge. Create a feedback channel with one of Medallia s existing partners. Customers could text anything to a designated phone number and get realtime customer service. Signage would be used to communicate the phone number and instructions in the store. Classify the feedback as RT in the Medallia dashboards.

13 Utilizing Partners Loyalty programs provide a good way to gather feedback in-store. Several solutions offer a check-in capability that can be followed by survey questions Programs such as Belly or ShopKick have a built in set of respondents that utilize their service. Partnering with them would allow LEGO to reach potential nonpurchasers as they enter our store. 13