CMA Summit 2012

MAY 16, 2012

VOICE OF THE CUSTOMER.

Historical Data

Voice of the Customer Data

Support tickets

Contact Data

Lead source

Order history

Contact Information

Overall Satisfaction

Event Feedback

Product EnhancementFeedback

Support Experience

Win/Loss Evaluation

360 View of the Customer

92%of Canadians conducting research online would use it to purchase a product in a store

50%At end of 2010

of Canadians `Liked` or became a fan of a page created by a brand, company or organization

76%By 2012

of Canadians `Liked` or became a fan of a page created by a brand, company or organization

of Canadians have 'unliked', 'unsubscribed' or otherwise elected to disengage from a brand’s social site or communications

45%In 2012

SOCIALREVOLUTION

But what hasn’t changed is…The need to get messages out to consumers

The need to collect feedback to derive insights

Our Unique Perspective

Digital Design & Emerging Media

Digital Strategy & Planning

Customer Insight & Analytics

Voice of the Customer (VoC) Platforms

Customer Experience (CX) Programs

AskingCanadians™

So emerges VOCC

riti

cal to

C

ust

om

er

Experi

ence

M

anagem

en

t Driven by Digital and Social Technologies

Actionable Insights

Faster, more Efficient and more Cost Effective than ever before

Gro

und

ed in

data

an

d scie

ntifi

c m

eth

od

Pro

vid

es a

360 d

egre

e

vie

w o

f custo

mers

OBSERVE LISTEN

ASK

ASK customers for their opinion and perspective in real-time

LISTEN to what your customers are saying about your brand, products and services in real-time.

OBSERVE your customers behaviour to understand how to enhance their customer experience.

The three parts of VoCIdentify key insights

& turn them into action.

ASK

Photo by: Oberazzi

RBC Youth Blog

Scotiabank Be Youth Community

Communities

SavvyMoms

Motivators

Trust Privacy Reciprocity

Web & Mobile Customer Satisfaction

Crowdsourcing

Innovative Methods & Platforms

C-Sat Surveys Gamification

Mobile Data CollectionQR Codes

LISTEN

Photo by: Melvin Gaal

Listen

MONITOR & LISTEN

Tools

MONITOR, LISTEN& RESPOND

MONITOR & MEASURE

PUBLISH, MONITOR& RESPOND

Understanding Participation

1%Heavy

Contributors(Super Users)

90%Lurkers

9%Intermittent

Contributors

OBSERVE

Photo by: compujeramey

Observe

Web analytics

Customer sales data

Social metrics

The Customer Journey

• Not just about just customer behaviour – it’s about understanding behaviour at any point along the customer journey

• Not just about deriving insights that are actionable from the data- it’s about integrating data

• Not about replacing decision making – it’s about enhancing decision making

Actionable Insights

The Age of Intelligence

EngagementPAID

MEDIA/DM

Voice of the Customer Platform

Owned and Earned Media

Social & Digital Media

Level ofInterest

PAID MEDIA/DIRECT

MARKETING

Time

Building Connections & Long-Term Experiences

VoC IN PRACTICE

Social Media Listening& Monthly Reporting

Community Management

5 VoC Success Factors1. Accept that every consumer is

DIGITAL and THEY control the conversation

2. DON’T let technology lead

3. Think BIG DATA and the INTEGRATION OF DATA

4. VoC requires COLLABORATION

5. VoC will improve CUSTOMER EXPERIENCE

THANKS!

Adam FromanCEO, Delvinia

@adamfroman

linkd.in/adamfroman

bit.ly/googleplusadamfroman

afroman@delvinia.com