Tag Archives: Voice of the Customer

TMRE 2013: A Truly Transformative Experience

I want to make sure that you are aware of The Market Research Event (TMRE), the world’s
#1 insights event. TMRE presents an unbiased platform for competing viewpoints,
diversity of perspective and an invitation for all. And this year, we have two
days of sessions dedicated to innovation.

Are you a disruptive innovator?

TMRE is hosting the annual EXPLOR award and the NGMR
Disruptive Innovator Award, recognizing breakthrough innovation in technology
in market research. All award entries must be submitted by Friday, Aug. 30th.
Enter to win a FREE pass to TMRE and the opportunity to present the winning
case study during the event! To submit an entry, click here: http://bit.ly/17oZpdi
TMRE is ONLY event that brings you what’s new and next
before anyone else.  This year’s theme is about your dual role: protecting
the science of understanding while translating insights into confident business
Here are some sessions that may be of particular interest
to you:
  • Upping Your Seat at the Table – Transforming Market
    Research Into Business Insights Teams Through Big Data & Analytics – Aaron Fetters, Director KNA Insights and Analytics
    Solutions Center, Kellogg’s
  • Connecting the Intelligence Dots for Value Driven Strategy – Eric Jagher, Senior Director – Strategic Guidance,
    Insights and Planning, U.S. Cellular
  • Segmentation in a Big Data World – Shawn Utke, Vice President, Brand Insights & Research,
    Panera Bread
  • Leveraging Graphs of Data to Understand Your Customers’
    Values – Ravi Iyer, Principal Data Scientist, Ranker

To see the full TMRE 2013 agenda
including sessions organized across the following themes: Your NEW Hybrid
Skillset, Transformational Leadership, Predictive Insights & Futuring,
Strategic Planning, Disruptive Technology & New Methodologies, Customer
Driven Innovation, Big Data, Analytics & Measurement, Brand Strategy &
Engagement and many more, click here:  http://bit.ly/17oZpdi
October 21-23,
Nashville, TN
Mention code TMRE13LINK & Save 15% off the standard
rate. Register today: http://bit.ly/17oZpdi
The TMRE Team

Who’s Job is it to Manage Customer Experience?

No matter what size, all businesses need to stay on top of their customers’ experience. So, who is in charge?  Some say it’s the Chief Customer Officer’s job, while the CMO is currently considered to represent the voice of the customer at 18 percent of organizations, behind sales at 31 percent. These days, customer experience management (CEM) is becoming more and more of a priority, so businesses must get on the same page in order to move forward.
According to a recent study, ‘Voice of the Customer: Whose Job Is It, Anyway?” by the Intelligence Unit of The Economist, in the next three years, global organizations will make customer experience (CX) a top priority. However, the study shows that only 56 percent of respondents believe their companies understand customers. But, many companies find it challenging to restructure their businesses around the customer since they have traditionally focused it around product lines. In fact, only six in 10 people view their companies as customer-centric, and half report an understanding of customers’ needs.
“A growing shift to digital marketing also provides a rich foundation for data-driven customer insight,” Wilson Raj, Global Customer Intelligence Director for SAS sad. “CMOs are in a prime position to be champions for the voice of the customer — if they shore up digital and customer analytics skills across the marketing organization.”
The survey concludes whoever aspires to represent the voice of the customer must draw on customer insights to create an exceptional experience spanning physical and digital channels. The key to the CMO delivering an evolving customer-centric mandate is in the rise of Web, social and mobile channels that will take on greater significance in customer engagement.

Arjun Mitra, executive vice president at Firstsource, says it is critical for businesses to be on the front line of understanding CX in order to stay relevant in today’s marketplace. “Differentiated CX builds confidence in the brand and strengthens the emotional connections with customers,” he explained. “Companies that make the necessary investment in CEM will gain the strategic blueprint they need to help boost their bottom line.”

Looking at Leaders: Thomas Feeney, Safelite AutoGlass

In anticipation of his upcoming keynote address on Driving Good Profits by Building a Customer-Centric Culture, Thomas Feeney, President & CEO, Safelite AutoGlass, sent us these insights below:

Thomas’ Story

I began at Safelite AutoGlass??, which is the nation’s largest provider of vehicle glass repair and replacement, services 25 years ago and have served in a number of roles ranging from operations to sales. When I was named president and CEO in 2008, I recognized the company had great potential for growth.

To seize the opportunity to become the only true national auto glass brand in the industry, I worked with other senior leaders to introduce a new vision for Safelite?? supported by two core principles: People First and Customer Delight.

No matter what is happening in my day, I will always take a call from an employee or a customer.

On Customer-Centric Culture

During the Total Customer Experience Leaders’ Summit, guests will learn a little bit about the journey Safelite has embarked upon to become a customer-centric journey. Are we 100% where we want to be? Not yet. Were there growing pains along the way? You bet.

Our hope is that by sharing our leadership and communications efforts to evolve our company, others will learn how to make a vision a reality.

I’ll talk about how we’re moving from good to great’ how the Net Promoter Score has been a key driver in our change, and how important PEOPLE are to the customer experience.


The customer experience has always been important to me. What keeps me inspired are the thousands of letters we receive each year from customers praising our technicians, our customer service representatives, and our store managers for providing a customer experience that went above and beyond.

I contact each of those technicians, CSRs, and managers and personally thank them for representing Safelite?? and our vision. Hearing their stories inspires me to keep moving in the direction we are.

The Future of Customer Experience

The use of better data analytics will help us improve the customer experience. For example, in late 2012, Safelite?? added the Customer Effort Score to our Service Recovery survey to better understand what it’s like to be in the customer shoes. Are we easy to work with or not so easy? This new question sounds simple but it help Safelite?? understand if future customer programs really add value and if they are appreciated by our customers.

We are also focused on learning more from the data customers provide to Safelite?? and are developing analytical models that tell us what makes a measurable difference in the customers experience and what drives that result. Is quality priority #1? Speed of service? Friendliness? Reliability? The more we learn from the information the customer has already provided us, the better Safelite?? and the customer experience will be.

Both of these are initiatives under Safelite’s next cultural transformation, which involves moving from our ‘People First’ principle to ‘People Powered,’ and also continuing our journey to be customer-driven.

Web Seminar: Silencing the Voice of the Customer (VOC): Focus on the “job-to-be-done” and create breakthrough products and services

Date: Wednesday, April 20th, 2011
Time: 1:00 – 2:00 PM EDT

Reserve your Webinar seat here.

About the webinar:
Over the past 30 years, innovation experts have led companies to believe that it is impossible to know all their customers’ needs. They content that customers can’t articulate their needs, and that customers have latent needs – or needs they don’t know they have. What if it turns out that this thinking is wrong?

There is a new way of approaching your customer needs but it’s not with the Voice of the Customer. Over the past 20 years Strategyn has created and refined an innovation process called Outcome-Driven Innovation?? (ODI) that invalidates this old thinking. In addition, a ten-year track record study reveals that when the world’s most respected companies silence the voice of the customer and gather the right inputs for the innovation process, the experience an 86 percent success rate. This is a complete turn-around in the innovation industry.

In this webinar, Strategyn founder and CEO, Tony Ulwick will demonstrate how thinking about innovation and customer needs from a “jobs-to-be-done” perspective enables companies to create winning growth strategies and breakthrough products and services.

What you will learn:
* The shortcomings of listening to the “voice-of-the-customer”
* How to define a market from the customer’s perspective
* How to create a growth strategy using the right customer inputs
* How to organize the innovation process around the right customer insights

NACCM 2010: Maritz Research Explores the Next Generation of CEI/I Methods

Presenter: D. Randall Brandt, MARITZ RESEARCH

Maritz found that the voice of the customer is getting lost, because:
-All listen and no action
-Siloed and uninsightful
-Ad-hoc and unresponsive
-Costly and time consuming

Maritz has found:
-Customers want more flexibility, control, simplicity, reciprocity, and transparency
-Martiz customer service survey found that 68% of companies feel that their organizations are not doing very well at integrating customer feedback to how they are treating their customers
-VoC action ‘ many companies feel that it is not a priority
-Front line managers want more information on their location and customers, not just an overall summary of the brand, they would like to be more involved

How can we fix all of these issues going forward?
-Look at report from Bruce Temkin, Voice of the Customer: The Next Generation
-Text and speech data are going to be filling in the blanks to the regular customer experience
-Integration between social media and traditional methods will become key

Changes for Voice of the Customer:
-Make it more friendly for customers to use
-VOC integration
-Connect VOC data to other data ‘ linkage analysis
-Translate VOC into action

What does customer centricity look like?
-They tell their story, less ‘painful’ than they typically have been in the past
-We’re going to have to go to where they provide their feedback freely: The Social Web (Twitter, YouTube, Yelp), as well as frontline employee feedback, inbound customer calls. Then integrate the data into one source and analyze it in one place.

VOC capturing that worked in the past will not work in the future. They need to be more agile, flexible and timely.

A Key to Next Generation Quality: Speech Analytics

Erika Van Noort of Bell Canada walked us through the evolution of customer care at Bell Canada and provided a deep dive on the power of Speech Analytics.

Bell is moving from a more fragmented business, built through acquisition, towards a more integrated , optimized environment for the customer. One way to optimize is through mining existing data, including call data.

Here was Bell’s wish list of what they wanted to learn from their call data:
– Root causes to why customers call
– What value add vs. non value add
– Get at the true Voice of the Customer
– Reduce what Price called earlier dumb contacts and increase time for value adding contacts
– Customer intelligence (preferences, drivers of behaviors, etc.)

In response to these and other questions, one approach to data mining is speech analytics.

“Speech Analytics, Erika explained, ” does not mean you never have to listen to customer call again. Only if you don’t care about your customers.” But through speech analytics Bell has learned a lot about process, products and service, more than they could have learned from traditional call monitoring, including:

Benefits of speech analytics?
– Root cause analysis
– Real time feedback
– Positive impact on FCR
– Reduced low value calls
– Opportunities for cross selling

And this is using the superset of all calls, not a sample, something you just can’t do with traditional call monitoring.

An analytics tree – how Bell looks at each call
– a call we want?
– routed correctly?
– resolved well?
– a church opportunity?

Speech Analytics: What Bell does

– take all calls
– break them down by reasons why customers call
– look at trends and outliers
– get at root causes
– identify real time call back opportunities

Results were great: FCR up, Sat. up, escalations down, productivity up, revenue way up

And employee feedback was very positive. “At last you have realized a dish that goes at 2Am is not my fault.”

Making the wins real:

– 1 customer event took 3 and 1/2 months.
– 6 customer calls and transfers
– 1 hour and a half of call time
– Cost? $400

Now multiply that by all the repeat calls and you are talking real money!

Understanding length of call by call type enables Bell to set thresholds for talk time based on what is really needed to get the customer’s work done right the first time.

Finally, this information drives changes to process, product and service design based on a systematic analysis of true voice of the customer. And this VOC is used at the highest levels of the company.

Building Communities for Insight and Consumer Advocacy

One of our sister events Voice of the Customer has put together a free webinar which I thought I’d pass along on this blog. Aliza Freud, the Founder and CEO of SheSpeaks will be presenting Building Communities for Insight and Consumer Advocacy on Thursday, November 6, 2008 2:00 PM – 3:00 PM EST. Mention priority code G1M2039W1BL when you register. Here’s a brief recap of the webinar:

The SheSpeaks platform creates community and connects brands to our members to capture consumer insights, build word-of-mouth recommendations and brand advocates. SheSpeaks has developed an expertise in building community among women that inspires them to become brand ambassadors.

This presentation will describe the four components that are required to create a strong community and how each component functions in that process. We will provide examples of how brands have used these components to achieve success and how we integrate each component in our process at SheSpeaks.

What you will learn by attending:
- What is SheSpeaks and how does it work?
- Why should a brand build a community?
- What are the four components of creating a strong community?
- How can you build community for your brand?

As always, check back regularly as we will be posting community related webinars here. Register for this webinar here.