Voice of Customer Optimization

Transcription

1 Organizational Intelligence Forum June Boston, MA Voice of Customer Optimization Capture the true insights that drive your customer s decision making JPK Group June 17, 11:00am Tracy Paterson Moo View presentation online at:

2 Voice of Customer Optimization Capture the true insights that drive your customer s decision making

3 Meet MOO Hello, we re MOO an online print and design company. We love great design and believe it can work wonders for every business, no matter their size. That s why we make it simple for our customers to create beautiful, expertly crafted business stationery and promotional materials that start conversations and open doors.

4 Over 1 million customers in over 230 countries *One million randomly sampled MOO transactions

5 Our mission is to help people build a brilliantly designed professional world they re really proud of and have a little fun along the way

6 We sell to people.

7 It s not just business.

8 It s not just business. It s personal.

9 When it s personal, The customer experience really matters.

10 I m not a businessman. I m a business, man.

11 Delighting our customers 10

12 Customer Experience Moving from satisfaction to delight Our Customers Love us We love our customers Consistently Delivered Meets fundamental needs

13 The three VOICES of CX Measurement VOC Measuring customer experience VOP VOE

14 The three VOICES of CX Measurement VOC Measuring customer experience VOP VOE

15 NPS - Link customer metrics to financial metrics Promoters Passives Detractors 77.2% High Referral High LTV 15.2% Low Referral Medium LTV 7.6% Negative Word of Mouth Low LTV Low Churn Medium Churn High Churn We can attribute an estimated value to promoters, passives and detractors using existing data points. We can therefore understand the value in moving people from one category to another.

16 Measurement Analyze business data using a customer centric approach Link financial metrics to customer metrics NPS and Revenue Link operational and customer feedback metrics: response time & NPS call quality scores & NPS Delivery times & NPS Product & NPS Link employee data to customer feedback data

17 NPS by Product and Region 90 NPS by Region and Product MiniCards Square Business Cards Stickers Accessories Business Cards Postcards/Notecards Sample Packs US and Canada UK and Ireland Europe RoW

18 VOC is not just about the scores Reasons for Contacting MOO Reprints and Refunds Voice of Customer Survey Verbatim Survey Scores

19 Ask customers only what you need to know Leverage existing data Identify patterns & prioritize Survey minimally Maximize feedback opportunities 1 Collect Complaints Anywhere Anytime + Collect VOC from Informal Interactions + Analyze Lost Sales + Monitor Positive/Negative Word-of-Mouth 2 Text/Speech Mining 3 4 Transactional VOC + Relationship VOC Data Analysis: Patterns, Drivers

20 Quantitative Methods for capturing customer Insight Method Advantages Disadvantages survey Zendesk Tickets Low cost and data can be generalized to larger customer base Grouping issues into categories can lead to RCA, ongoing, large sample size Risk of survey fatigue Quantitative analysis limited to categories NPS Simple and easy to collect and understand supplementary questions needed to understand the drivers CSAT Simple and easy to collect and understand Only measures service interaction quality Phone survey Low cost and data can be generalized to larger customer base if sample size large enough Relies on customer success to ask question Salesforce data Low cost Relies on Account Managers filling in information in Salesforce Feedback button Real time feedback from time of order Could be perceived as contact form Brand Survey Low cost and data can be generalized to larger customer base if sample size large enough Long survey and long lead time

21 Qualitative Methods for capturing customer Insight Method Advantages Disadvantages Customer Forums Customer Phone Interviews Customers bounce ideas off each other, ability to dig deeper on issues, customers benefit from networking opportunity Ability to dig deeper into issues, can ask about specific issues on an as needed basis, great for user testing Expensive, time consuming to organize, difficult to recruit customers small sample size, difficult to recruit customers, time consuming Customer Visits UX evaluation Study Account Manager & Success Phone calls Customer Advisory Board Ability to dig deeper into issues, can ask about specific issues on an as needed basis, great for user testing, can see customers in own environment Ability to dig deeper into issues, can ask about specific issues on an as needed basis, great for user testing Customer led feedback, Large amount of information, great for adding color and context issues and tell the customer story Ongoing, can test and enquire about specific issues, great for adding color and context issues and tell the customer story small sample size, customer base is spread across the world Only focused on UX issues Time consuming to listen to and categorize calls Could be difficult to recruit customers

22 Closing the loop on all feedback Low scores High Scores Qualitative Feedback Task created Customer contacted Root cause Analysis Customer contacted Feedback recognized Quarterly reviews Problem solved Employee acknowledged Improvement roadmap Case closed Success Celebrated Service Excellence

23 The three VOICES of CX Measurement VOC Measuring customer experience VOP VOE

24 Focusing on the employee experience VOE is NOT Employee Engagement Turn the CX lens on the employee journey and what obstacles are in the way of helping customers achieve their goals Voice of the employee surveys - enabling employees to provide feedback about customer experiences engages and empowers those employees Close the loop with employees - tell them exactly what is being done with the feedback they ve provided Report the feedback from employees alongside customer feedback

25 Three questions: Do our employees use our products and services themselves? Do/would they Recommend our product and service to others? How great do they think the customer experience is?

26 Share with employees their impact on customer experience Share Voice of Customer data with frontline employees in real time Connect the dots between feedback, customer service, product delivery, operations, performance, marketing Focus on those touchpoints that employees can influence and/or control Encourage proactive vs. reactive action go beyond solely reacting to the issue of the hour Talk often about what drives customer loyalty

27 Rewards and Recognition What gets measured gets done. What gets rewarded gets repeated. NPS and CSAT shout outs Connect formal reward structure (e.g. raises, bonuses, promotions) to performance on customer experience metrics Use gamifacation software to reward service metrics: number of phone calls and CSAT for example A Happy MOO

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29 The three VOICES of CX Measurement VOC Measuring customer experience VOP VOE

30 VOP How capable are our business processes in delivering our ideal customer journey? Creating transparency and connect the dots Create customer journeys Align VOC & VOE with VOP Identify accountable stakeholders Measure customer touchpoints Drive a culture of continuous improvement

31 Customer Journey Map LIFECYCLE STAGE Awareness/Researc h Phase Onboarding First Order Returning Customer Customer Experience TOUCH POINTS Sales calls Sample Packs Website Salesforce s Demand Gen Activities Platform Demo Artwork Guidelines Artwork Templates Set Up Sales Calls Salesforce s Invoicing Set up Terms and Conditions Platform/Tem plates Physical Order Packaging Account Manager follow up Transactional s Customer Success handover/ser vice Platform/Tem plates Marketing Actions Physical Order Packaging Account Manager Check ins Invoicing Recommendations Feedback Opportunity Lost Reason Sales Calls Salesforce captured data Sales Calls Salesforce captured data NPS Sales Calls CSAT Calls Customer Socrecard Customer interviews/forums NPS Surveys Improvement Opportunities (POAs) 1. Sample Packs 2. Website 3. s 1. Artwork Templates 2. Terms and Conditions 3. s 1. Transactional s 2. Color matching across products 3. Packaging 1. Packaging 2. Customer Success Handover 3. Platform accessibility 4. Approvals Process 5. Templates

32 VOP Process Capability The user experience process should be a connected entity with a natural progression Capture Customer Insight Analyze and Measure Report Deliver Improvements Define Requirements - POA Prioritize Improvements

33 View metrics in a process flow Connect lagging & leading KPIs Lagging = Surveys capture perceptions of what has already happened Leading = Action plan progress metrics indicate what your target audience will soon perceive Customer perception s Show progress Capture custome r insights Action Plan Metrics Customer Feedback Leading indicators Create Action Plans Lagging indicators

34 POA s Process innovating from an outside in approach Qualitative data highlights need Customer Interviews Customer forums Customer Visits Phone calls Quantitative Data builds Business Case Purchasing Behavior Survey data Salesforce data Customer Scorecard Zendesk data Reprint/Refunds # customers/prospects effected Qualitative Customer Feedback builds story Quotes from customers Examples of what customers are trying to achieve Examples of customer orders POA Submitted

35 Connect the whole picture Help everyone see how their work affects customers & business Customer Pain #1 Customer Pain #2 Customer Pain #3 Customer Pain #4 Customer Pain #5 Customer Pain #6 Process Consequences Process Outcomes Process Warning Signals Process Inputs revenue $ CAR decreases Click-thru messages On-line tutorial Process Levers Canvas updates

36 Prioritizing Improvements Number of customers effected Impact on customer experience (is it just mildly irritating or are we losing customers as a result) Impact on revenue Time/Cost to fix

37 Summary Link customer metrics to financial and operational metrics Overlay feedback data with existing data to identify route causes Capture Voice of the employee and demonstrate their impact on the customer experience Connect lagging and leading KPIs Connect the whole picture

38 Thank you!!