Planning a Digital Voice of Customer Program - Medallia · Planning a Digital Voice of Customer Program Ori Soen, General Manager, Medallia Digital. Why Are We Here Today. ... UX/UI,

Planning a Digital Voice of Customer Program

Ori Soen, General Manager, Medallia Digital

Why Are We Here Today

Medallia © Copyright 2017. 3Gartner: "2016 CEO Survey: The Year of Digital Tenacity."

50%of CEOs expect to see substantial digital transformation in their industries, or for their industries to be almost unrecognizable within five years

Medallia © Copyright 2017. 4The Financial Brand: Digital Banking Report

Top strategic priority for financial institutions in 2017:

Redesign/enhance the digital experience

Medallia © Copyright 2017. 5

Optimizing the digital customer experience is a must

Medallia © Copyright 2017.

“”

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A COMPANYConfused customer

But I already have lots of technology solutions deployed. Why do I need Voice of Customer?


Analytics is not enough – how do you know why users are not moving through the funnel?

Session Replay is not enough – how do you know which sessions to review and why users behave in certain ways?

A/B Tests are not enough – how do you know why one version performs better?


Analytics

Session Replay

A/B tests

Voice of CustomerWHAT WHY


Digital Voice of Customer

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The practice of effectively and continuously collecting feedback across Web and Mobile

channels in order to improve customer experience and achieve business results.

Designing a Digital

VoC Program


The Digital VoC Lifecycle

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ListenEngage Users,

Collect Feedback

ActImprove Customer Experience

(Outer-Loop, Inner-Loop)

UnderstandGain Insight


Designing a world class program

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A Seven Step Process

Business Goals

Focus on key business drivers

Metrics

Use the right KPIs to measure impact

Persona Touch Points

Identify the right touch points for engagement

Engage Data Integration

Augment feedback with relevant data

Close the Loop

Empower stakeholders to act

Know who we are targeting and why

Use the right engagement method at the right time


EXAMPLE

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Business Goal:

Prioritize Online Investment



Business Goal

Plan

Persona

KPIs

Touchpoints

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• Prioritize investment online

• First time visitors

• Recurring visitors

• Registered users

• CSAT Score grouped by site sections / pages / personas

• Any page on the site

• Consider sampling rate

• Review analytics for session length


Engage

Plan

Close the Loop

Data Integrations

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• (See next slide)

• Key stakeholders: Product managers, UX/UI, marketing managers

• Analytics

• Authenticated users

• CRM segments?


Visit CSAT score

Visit purpose

Brand NPS

Open ended question–find out the unknown unknowns


EXAMPLE

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Business Goal:

Increase Sales Online





Business Goal

Plan

Persona

KPIs

Touchpoints

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• Prioritize Increase sales online

• First time buyer

• Recurring buyers

• Completed transactions

• Search results page

• Sample high %

• Intercept at end of avg. page visit time


Engage

Plan

Close the Loop

Data Integrations

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• (See next slide)

• Key stakeholders: Product managers, UX/UI, eCommerce team

• CRM segments?

• Session Replay


GeneralCSAT score

Task completion

Customer effort score

Open ended question find out the unknown unknowns

Apply conditional logic


Tip: Get Up and Running Quickly

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Start small–focus on one

project

Early traction is most important factor in roll–

out of a program

Go live quickly and iterate–

real data trumps everything

Involve IT/ops early on–

work in parallel


Step 1: Choosing Business Goals

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1

Business GoalsIncrease Customer Satisfaction

Increase Customer Acquisition

Increase Average Order Value

Increase Customer Value (ARPU)

Increase Customer Lifetime Value

Increase Customer Retention

Increase Overall Sales

Increase Cross-Sales

Increase Business Unite Sales

Improve Retail Performance

Improve Marketing Campaign Performance

Improve Social Media Performance

Improve Customer Reviews and Recommendations

Improve Customer Service

Decrease Customer Service Costs

Accelerate/Improve Product Development

Improve Product Offering

Improve Inventory Management

Improve Operation Efficiency

Improve IT Performance


Step 2: Agree on Metrics

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2

KPIsNet Promoter Score (NPS) %

Customer Satisfaction Rating (CSAT) %

Customer Effort Score (CES) %

Total Sales %

Business Unit Sales %

Cross-Sales %

New Customers %

Customer Lifespan %

Customer Lifetime Value (LTV) %

Email Open Rate %

Email Click Rate %

Task Completion Rate %

Content Recommendation Click Rate %

Fan/Follower/Subscriber Growth %

Clicks from Social Media %

Time on Site %

Shopping Cart Abandonment Rate %

Number of Reviews %

Number of Phone Support Sessions %

Number of Email Support Sessions %

Number of Chat Support Sessions %

Number of Social Support Sessions %

Order Return Rate %


Step 3: Define Persona

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3Customer Personas In Order of Importance

Sample Persona: Comparison ShopperAlways price sensitive, they research many products and retailers before making a purchase decision


Step 4: Select Touchpoint

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4

Customer Journey & Touchpoints(Ask Customer for Feedback Here)

Discovery

Email Campaigns

Social Media

My Account

Order History

Contact Preferences

Education

Landing Pages

Product Images

Product Descriptions

Checkout

Shipping Information

Payment Terms

Shopping Cart

Checkout

Order Confirmation Messages

Shipping Confirmation Messages

Selection

Product Searches

Product Recommendations

Promotions and Coupons

Log In

Log In

Registration

Support

FAQ Pages

Post Support-Email/Chat/Phone/Social


Step 5: Optimize Engagement

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5Customer Engagement

Question How satisfying was your experience with us?

Answer Options NPS/CSAT/CES/Custom

Question Type: Score Ratings

Customer Engagement

Question Were you able to successfully achieve your task?

Answer Options Yes, No, Not Yet

Question Type: Dropdown, Radio Buttons, Checkbox

Customer Engagement

Question What was the reason for your engagement today?

Answer Options (Specific to touchpoint)

Question Type: Multiple Choice, Dropdown


Engaging the Right Way

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Engage the right person, at the right time, with the right content

+Targeted + =Contextual Short

Success


Engagement Methods

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Passive Proactive

Always On Intercept


Passive Engagement

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Always On


Passive Engagement

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“Door is open for feedback” message

Handle feedback online/in-app instead of call center

Deflect negative feedback from social media

Passive feedback trends negative-the “passive bias”

Benefits Considerations


Passive Engagement: Stats

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0.02%The average of all page views that views generate passive feedback.

(That’s 200 feedback items for every 1,000,000 page views)

Passive engagement accounts for a small %

of overall feedback and insights your

program will generate.


Proactive Engagement

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Intercept


Proactive Engagement

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Collect the right feedback, at the right time, from the right users

Avoid “passive bias”

Make sure you take into account behavioral, session and metadata segmentation input

Must be done correctly to avoid disrupting users

Benefits Considerations


Proactive Engagement: Funnels

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0.6%of intercepted users will submit feedback

Page Views

Invitation Shown

Invitation Accepted

Feedback Submitted


Tweaking the Engagement

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0.6%of intercepted users will submit feedback


Skip the Invitation?

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6%of intercepted users will submit feedback


Step 6: Data Integrations

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6

Data Integrations(Collect this data with your customer feedback)CRM Platform-Customer Profile

Customer Support-Ticket Tracking

eCommerce-Shopping Cart State, Total and Item IDs

Social Media Profile-Engagement History, Klout Score

Heatmap Data

Marketing Automation-Customer Profiles

Web Analytics (eg. Google or Adobe Analytics)

In-App Analytics

Mobile Customer Source Data

Customer Login State

Social Analytics Data

Email Analytics Data

Session Recording Data

A/B or Mutivariate Test State

IVR Data (Phone Support)

Inventory Management Platform

Digital Media Performance Data

Broadcast Media Performance Data

Print Media Performance Data

Direct Response Media Performance Data


Step 7: Closing the Loop

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7Close The LoopShow Suggested Links From Knowledge Base

Send an Automated, Personalized Thank You Email

Show Custom Coupons (eg. Free Shipping) as a Thank You for Their Feedback to Increase your Conversion Rate

Redirect the Customer to a Specific URL

Follow up with a Personal Phone Call

Invite the Customer to Join Your Beta Group and Provide Feedback on Next Year’s Products

Invite the Customer to Join a Private Customer Community Whose Members are Always Given Priority Support

Mistakes to Avoid


Mistake #1: Long Surveys

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Mistake #2: Pop Under Surveys

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Questions?

Thank You!Get in touch with us: [email protected]

Documents

Planning a Digital Voice of Customer Program - Medallia · Planning a Digital Voice of Customer Program Ori Soen, General Manager, Medallia Digital. Why Are We Here Today. ... UX/UI,