Voice of the Customer

Data-Based Analysis of Adoption and Optimization of VoC Initiatives

presented by esteban kolsky

thinkJar

80% of companies think they are doing a great job at delivering experiences…

…8% of their customers

agree

customers use of social channels exploded

highest source of traffic

60% want answers 40% to give feedback 80% want coupons

are you listening?

I mean, really listening?

REALLY, REALLY?

(let’s see)

8% 7%

39%

17% 5%

24%

Actively Planning

Preparing to Roll Out

Deployed; Need More; Scheduled

Deployed; Need More; Not Scheduled

Deployed; Finished

Never Deployed

insight #1

size matters when it comes to deploying voice of the customer

initiatives; bigger is better.

25%

23%

52%

0-$100M $101M-$1B Over $1B

0-$100M $101M-$1B Over $1B

insight #2

lots of people are talking out there, and lots of people are listening; find out who makes more sense before

you start doing VoC.

Read Relevant

Read Relevant

Source of Information Below

Average Average Above

Average Below Average Average

Above Average

Trade magazines, journals, books, and other printed materials 38 75 47 17 41 25

Online magazines and news sites 46 97 58 30 62 28

Bloggers, industry pundits, experts, and analysts web sites 41 71 40 27 49 28

Research houses, consulting firms, paid reports 27 58 36 19 44 20

Vendors and technology providers 31 63 43 14 35 27

Colleagues, conferences and workshops 39 94 53 25 69 33

insight #3

executive sponsorship when doing VoC does matter; a lot.

Committee, Reporting to a Department

Committee, Reporting to Management

Executive Sponsor

Different Groups Own

Pieces

36

109

117

137

Below Average (1 to 4 )

Average (5 to 7) Above Average (8 to 10)

Committee, Reporting to a Department Committee, Reporting to Management Executive Sponsor

insight #4

ROI when doing VoC doesn’t matter as much as other methods for

justification; a business case is essential.

149

110

75

91

114

85

1- Poor 2 3 4

5- Average 6 7 8

9 10- Excellent

Committee, Reporting to

a Department

Committee, Reporting to Management

Executive Sponsor

Different Groups Own

Pieces

VoC Strategy Business Case ROI Model

Definition of Project Explanation of Use

insight #5

you have to have a reason for adopting a VoC initiative; doing it

because others are doing it is not it.

77

60 55

44

39

26

4 2 2

SMM BI Analytics Surveys EFM

Call Center Email Website CRM BPM

insight #6

tools matter; the right ones.

Used Planned

Below Average (1 to 4 ) Average (5 to 7)

Above Average (8 to 10)

insight #6

you have to know why and what you are doing with VoC, how it

affects the business, beyond the justification case; on a daily basis.

Don’t Collect Feedback

Trying to Get Better

Improved Business

Used Sparingly

Critical Component

51 48

79

54

115

Don’t Collect

Feedback

Trying to Get Better

Improved Business

Used Sparingly

Critical Component

Below Average (1 to 4 ) Average (5 to 7) Above Average (8 to 10)

0

5

10

15

20

25

30

35

40

45

50

Don’t Collect Feedback Trying to Get Better

Improved Business Used Sparingly

Critical Component

Voice of the Customer

esteban kolsky

thinkjar

@ekolsky

+ekolsky

http://thinkjar.net