Tag Archives: data collection

Customer Experience Conversations: Barry Collin

Today, the customer experience (CX) landscape is drastically
changing with the explosion of new and emerging technologies affecting the
customer journey. With all of this change, it is now more important than ever
to understand what it takes to create a strategic customer experience program.

That’s why we recently sat down with Barry C. Collin, CEO of
Collin Group, Inc., to discuss the state of CX today and what’s in store for
the future. Barry is speaking at the upcoming Total CX Leaders Conference 2015 this week
in Miami.
Here’s what Collin
had to say:

IIR: What is the
best customer experience you’ve had?
Collin: What
impresses me are outstanding customer service experiences from industries sometimes
cited for not being sufficiently customer-centric.
In a recent personal example, rarely do non-luxury car
dealers blow people’s minds with stellar CX. But the dealer I purchased my most
recent car did: they went so above and beyond in addressing my every concern,
need and want that I purchased two cars that day — one for me, one for my
wife. Since then, that dealer re-earns
that commitment from me with every predictive, polished and authentic omnichannel
interaction.
Some key takeaways include:
??        
Stellar Omnichannel CX pays. Exceeding my
expectations by such a great degree more than doubled the dealer’s revenue made
on my transaction. Not just in initial sale, but in ongoing services as well.
??        
If your industry sets the bar for CX, consider
it your baseline, not your target.
??        
Superior customer-focused, integrated omnichannel
experiences aren’t limited to premium brands. Training, attitude, the right
processes and technology can make any company achieve far beyond their
competition.
??        
CX breeds customer loyalty. That dealer knows
they have me for life…Or at least as long as they maintain their amazing CX.
??        
Bottom line: Show customers the love, and they’ll
show you the money.
IIR: What is top
of mind for you regarding customer experience in 2015?
Collin: 2015′s
major project for me is integrating today’s new omnichannel tech tools and
processes into organizational culture.  From
backend software of every type to in-store beacons, kiosks and screens, there
are an endless variety of options. Organizations are focusing on technical and
physical implementation. But often those tools upend organizational culture. And
culture eats tech for lunch.
A tech-enabled omnichannel approach is a sea change for
every company that was founded since, about an hour ago. It usually requires remodeling
the way everything is done and approached.
Resistance to change causes the majority of under-delivered
results, cost-overruns, and implementation failures today. That harms both
system providers and the companies who need to use their tools. It’s costing
everyone time, money, and lost opportunity.
So top of mind is what I call creating ‘Cultural Middleware”:
techniques and approaches you wrap around implementation to effectively
facilitate migration to tech-facilitated omnichannel. Creating appropriate
Cultural Middleware is not trivial. You must address as many potential points
of resistance as possible, and key to a specific company and its organizational
culture. One size doesn’t fit all.
For my work, I leverage the techniques I developed for
NASA’s scientists and engineers. Fortunately no one needs to be a rocket
scientist to make them work for their teams! It’s about bridging technology,
people and processes ‘ and sometimes, a whole new way of thinking. To avoid the
perils of change and complexity, those bridges are required. But the ROI is
unbeatable.
Some thoughts to keep in mind as you migrate to omnichannel
include:
??        
Most people don’t like hitting reset on the way
they do their jobs. Change is not only hard, it can feel truly threatening.
??        
You can’t address push-back to process and
mindset change through executive mandate
??        The need for Cultural Middleware is now a
reality and should be part of every smart partnership between solution
providers and companies seeking to become omnichannel. It ensures success for
everyone, including company teams, employees and ultimately their end customers.
??        
Exclusively for the Total CX Leaders Conference attendees,
I’m looking forward to presenting a keynote on my research and approach for Cultural
Middleware.  Attendees will leave the
session with new understanding and realistic action items. Together we can all
move omnichannel forward.
IIR: What is your
prediction for where customer experience is going this year and beyond?
Collin: This year
we’ll see real movement in omnichannel CX becoming a core component of products.
The customer will see less discrete marketing, sales or customer service. CX is
a whole-company integrated offering, laser-focused on the customer.
And success will all come down to who executes that integrated
offering best in their space. It’s exciting times for those who will seize the
opportunity and do it right.
Want to hear more
from Barry? Don’t miss his keynote session, ‘Transitioning to an OmniChannel
Culture by Creating Cultural Middleware’ at Total CX Leaders Conference 2015 this
week in Miami. For more information about the event or to register, click here:  http://bit.ly/1dGUoGj

Jorge Ruiz, Ogilvy on Cross Media Data

The inundation of consumer data thanks to the proliferation
of mobile devices and social media has inspired the term ‘Big Data.’ The
majority of data out there is unstructured and non-actionable causing many
companies across industries to be overwhelmed by the volume.

Luckily, cross-media
marketing
or communications is a solution as it establishes an interaction
between the different media elements. Cross media opens a line of communication
with an existing or potential customer produces results that are measurable.
Cross-media communications are structured to move the audience or prospect
across the different media using strong “calls-to-action.” Each touch
point builds on the experience and the “narrative bridge” teases you
to investigate. 
Since the inception of mass communication, marketers have
been issuing the same message on multiple channels. Coordinated TV, radio, and
print ads are nothing new. What makes a campaign become cross media is how the
responses are funneled into a single data collection point to generate a
dialogue. Marketers need to gather information from their clients and use that
information to generate the follow on communications ‘ regardless of channel.
These days, marketers have to deal with the overflowing
amount of data that businesses are having trouble keeping track of. They are
being bombarded with information about their customers via television, print,
digital, social, and mobile. As a result, there is an issue of understanding
the level of awareness, favorability and purchase intent amidst all of this
data.
Jorge Ruiz, partner and director of Media Analytics at
Ogilvy, knows effective methods that help businesses utilize this valuable
information. He sat down with IIR’s Marc Dresner at last year’s TMRE to discuss key approaches to media data
in order to go beyond purchase intent. ‘There are effective methods for
executing brand studies with research partners. But, I have to go beyond that
because I have another component to look at, which is ‘how is it selling or how
is it moving acquisition numbers”? Ruiz told Dresner.
According to Ruiz, here are 3 approaches to cross media data:
Survey-Only Data
This works great for time-sensitive purchases. If you do
cross media studies and are able to send out the surveys and tag all your media
to recognize it the day after the event, you can ask purchase questions to
sample people who purchased it in the last 24 hours. It is important because
you want to be able to translate that number into an estimate ROI within the
survey data.
Cross Media Study Data
According to Ruiz, this works when you have the ability to
match to a sales panel. This is very scalable in the consumer packaged goods
world. It’s a matter of combining digital exposure data with sales panel data
and finding ways to create a probability model for your offline exposure data.
Google Search Data
Using data and long-term trends discovered from it, you can
use search as an indirect variable. As you are building consideration you are
actually seeing changes in search and it makes sense for certain categories. As
long as you know people are going to search for product line, it makes perfect
sense.
‘There are a lot of different approaches and methodologies,
but I love every single one of them,’ said Ruiz. ‘I worry less about which
approach has the best methodology, and worry about there is not enough scale.’
To watch the full interview, click here: http://bit.ly/12QG68P
Stay tuned for more on this topic at the upcoming TMRE 2013 in Nashville!

At the intersection of Market Research and Big Data

Related articles

Leading Yahoo’s Search for Metrics that Matter



Flush with Data, Web Giant’s Insights Team Seeks Answers

By Marc Dresner, IIR

Yahoo VP Research and Strategic Insights Lauren Weinberg has a very happy problem: Her clients are data junkies and she’s got more than enough supply to meet demand. The challenge Weinberg and her colleagues face is how to make sense of it all.

Yahoo has an astonishing amount of data and information to be brought to bear for both its own advantage and that of its clients, and Weinberg manages a research function whose activities run the gamut from 30K-ft macro views to discrete, custom campaign analytics.

‘The biggest thing we see is that everyone just wants more data,’ Weinberg told The Research Insighter. ‘There are so many metrics available, so we do a lot of our own research just to try to figure out what the different metrics mean.’

In this episode of TMRE’s executive interview podcast series, The Research Insighter, Lauren Weinberg takes us inside Yahoo’s marketing and sales from a research perspective, shares her concerns about data overload and tackles the question of how to deliver insights in a flux media landscape.

Listen to the interview.

Read the transcript.

ABOUT THE AUTHOR/INTERVIEWER

Marc Dresner is an IIR USA communication lead with a background in trade journalism and marketing. He is the former executive editor of Research Business Report, a confidential newsletter for the market research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

The importance of qualitative research

At eBusiness, they recently looked at the importance of qualitative research in international markets. While the survey method is most frequently used to collect data, in many situations, qualitative data may provide more insight and better aid decisions.

This article focuses on these specific techniques for qualitative data collection:
1. Observational and quasi-observational techniques
2. Projective techniques
3. In-depth interviews

Read the full article here.

Sponsor Spotlight: Infosurv

Each Tuesday, we’ll begin looking at the companies who are participating in The Market Research Event. Today, we’re featuring infosurv.

The Infosurv Concept Exchange (iCE) is an online prediction market system optimized for concept testing. Fueled by “the wisdom of crowds” iCE is designed to help companies test new product or marketing concepts more accurately, quickly, and affordably than using focus groups or surveys. Rather than answer survey questions, iCE respondents participate in a “virtual stock market” where they can buy and sell shares in the concepts tested. Share price movements are then analyzed to accurately predict which concept will perform best in-market. You can visit the iCE website at
ice.infosurv.com .

Visit infosurv’s website here.

Hear more from infosurv and other leaders in market research at The Market Research Event this October 18-21 in Las Vegas!

Online data collection methods

According to Search Marketing Standard, there are two ways you can collect data online about the users who are visiting your webpage: page tagging and log file analysis.

Page tagging collects data in a visitor’s page browser.
Log file analysis collects data as requested from a website’s server

Read the full description of what each tool does here.

Linkage Strategies 2009

Linkage Strategies 2009: Customer Feeback & Action Planning

This event unveils the blueprint for researchers, marketers, product developers and customer strategists to translate data into action. A unique customer event that doesn’t just talk customer-centricity, it provides the measurement techniques to ensure every dollar spent on your customers delivers optimal profitability. In times like these, waste is not an option.

Find out how to bridge the gap between customer strategy and business strategy March 9-11, 2009 in Bonita Springs, Florida at Linkage Strategies 2009.