Re-Imagining Customer Feedback To Drive Action

Re-‐Imagining Customer Feedback To Drive Ac:on

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Panelists

Gary Edwards Chief Customer Officer

Empathica

Alicia Fiorletta Associate Editor

Retail TouchPoints

MODERATOR

Re-Imagining Customer Feedback to Drive Action

Chief Customer Officer Empathica Inc

April 25, 2013

Dr. Gary Edwards

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© 2013 All Rights Reserved - Confidential

Chief Customer Officer •  9 years at Empathica •  PhD in Social Research

Methods

Dr. Gary Edwards

Prior experience •  Senior VP at Maritz •  GM of Gallup Canada

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Agenda

The accelerating evolution of customer feedback Dealing with the evolutionary forefront Drive action to generate business value

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Market research Science of polling 1000 customers

Personal relationship Direct feedback 5-10 customers

Social Media Online reviews 3000 tweets/second

Internet surveys Feedback at volume 500,000+ responses/year

The Evolution of Customer Feedback

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1900s 1940s 2000s Today


Frequency

Personal Relationships

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Volume

•  Customers viewed as friends •  Conversational feedback •  Direct and anecdotal

Personal relationships


Frequency

Market Research

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Volume

•  Retailers expanded beyond their neighborhood

•  Used science to guide the research •  Uncovered how different

demographics buy and behave


Market Research


Internet Surveys

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Volume

Frequency

•  Solicited feedback at scale •  Average retailer collects

500,000+ surveys per year •  Better data, easier access


Market Research

Internet Surveys


Social Media

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Volume

Frequency Personal

relationships

Market Research

Internet Surveys

•  The evolutionary forefront of feedback

•  Consumers are talking about you whether you like it or not

•  2 billion Foursquare check-ins, 3000 tweets per second

Social Media


The Impact of Social Feedback

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2012 Empathica Consumer Insights Poll

use Facebook to make purchase decisions

have tried a brand due to a social recommendation

75%

50%


Agenda


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Feedback is Large and Fragmented

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?


Making Sense of Customer Feedback

Lead The Conversation Understand how you are executing

Follow The Buzz Uncover trends in what customers are saying

Act Focus on what matters most to your customers

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Surveys for structured feedback




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Focus on what matters most to your customers

Act


Using Science to Lead the Conversation

Recommendation

Overall Satisfied

Revisit Intent

Interior Clean

Ample & Accessible

Parking

Clean & Well Maintained

Exterior Clean & Inviting

Friendly Greeting

Thanked for

Coming

Inviting Service

Feel Valued

Employees Enjoying

Their Jobs

Undivided Attention

Efficient Service

Helpful

Employee Service

Good Variety

Good Availability

Exceeded Expectations

LOYALTY Store Quality Product Offering

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Learn Why? And How Much?

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When you lead the conversation you learn why customers the feel the way they do, and how much they care.

When you lead the conversation you do not learn about what you do not know yet.

Understand how you are executing

Lead The Conversation


Social media, online reviews and open-ends



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Understand how you are executing

Lead The Conversation

Act


Making Sense of Online Buzz

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Text Analytics Natural Language Processing

The selection is always great

and the cashier was friendly.

noun

great selection

positive

noun

friendly cashier

positive


Learn What? And How Often?

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When you follow the buzz you learn what customers are saying to each other and how often they say it.

When you follow the buzz you do not learn how important things are to outcomes or why they happen.



Agenda


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Ensure consistent execution

Drive Action with Customer Feedback



Act

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Different Stakeholders, Different Value

As a brand manager I want to identify systemic issues and trends

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Lead the Conversation to Find Issues

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Follow the Buzz: What Are They Saying?

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React to the Big Picture, Not Symptoms

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Separate The Cause From The Symptoms

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Loyalty Analysis

Wait Time


Different Stakeholders, Different Value

As a brand manager I want to identify systemic issues and trends

As a location manager I want to build new habits for my staff

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Using Comments to Drive Action

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Bubble Up Key Themes Across Channels

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Drill Down to Key Issues

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Take Action and Share Best Practices

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Add another cashier when there are more than 3 people in line

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Keep Ahead of the Evolutionary Forefront

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Dynamic on-demand access:

Sentiment Frequency

Trend Chart Co-occurrence

Different Tools for Different Levels:

Associate Content with the Right Location:


Magnify the Value of a Great Experience

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Retail client

results

Advocates Feedback

+ -

1 in 5 customers recommend a location via social media

20% increase in Facebook ‘Likes’


Re-Imagining Customer Feedback

•  Customers are talking more often, to more people, in more places

•  The only way to deal with this feedback is to both lead

the conversation and follow the buzz •  Experience only improves when retailers take action

at multiple levels •  Make sure you get credit for your great experiences

through customer advocacy

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Learn More… http://www.empathica.com/3rd-party-feedback/

Hundreds of millions of surveys over 10+ years 1,000,000 advocates mobilized

Creating Brand Experiences to Love

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Q&A // Panelists

Gary Edwards Chief Customer Officer

Empathica

Alicia Fiorletta Associate Editor

Retail TouchPoints

MODERATOR

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Thank You For A6ending!

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Re-Imagining Customer Feedback To Drive Action