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Delvinia CEO Adam Froman was among the speakers at the Canadian Marketing Association's CMA Summit 2012, held at the Westin Harbour Castle Hotel on May 16 and 17.Adam shared how Delvinia is marrying real time feedback from customers with deep profiling data on their digital behaviours to help organizations capture and act on the Voice of the Customer to create better customer experiences.
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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
