1. Voice of the Customer
Data-Based Analysis of Adoption and Optimization of VoC Initiatives
presented by esteban kolsky
thinkJar

3. 80% of companies think
they are doing a great job
at delivering experiences…
…8% of their customers
agree

4. customers use of
social channels exploded
highest source of traffic
60% want answers
40% to give feedback
80% want coupons

5. are you listening?
I mean, really listening?
REALLY, REALLY?
(let’s see)

6. 17% 5%
24%
39%
8%
7%
Actively Planning
Preparing to Roll Out
Deployed; Need More; Scheduled
Deployed; Need More; Not Scheduled
Deployed; Finished
Never Deployed

7. insight #1
size matters when it comes to
deploying voice of the customer
initiatives; bigger is better.

8. 25%
52%
23%
0-$100M $101M-$1B Over $1B

9. 0-$100M $101M-$1B Over $1B

10. 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.

11. Read Relevant

12. Read Relevant
Below Above Below Above
Source of Information Average Average Average Average Average 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

13. insight #3
executive sponsorship when doing
VoC does matter; a lot.

14. 137
117
109
36
Committee, Committee, Executive Different
Reporting to a Reporting to Sponsor Groups Own
Department Management Pieces

15. Committee, Reporting to a Department
Committee, Reporting to Management
Executive Sponsor
Below Average (1 Average (5 to 7) Above Average (8
to 4 ) to 10)

16. insight #4
ROI when doing VoC doesn’t matter
as much as other methods for
justification; a business
case is essential.

17. 149
110 114
91
85
75

18. 1- Poor 2 3 4
5- Average 6 7 8
9 10- Excellent

19. VoC Strategy Business Case ROI Model
Definition of Project Explanation of Use
Committee, Committee, Executive Different
Reporting to Reporting to Sponsor Groups Own
a Department Management Pieces

20. insight #5
you have to have a reason for
adopting a VoC initiative; doing it
because others are doing it is not it.

21. 77
60
55
44
39
26
4 2 2

22. SMM BI Analytics Surveys EFM
Call Center Email Website CRM BPM

23. insight #6
tools matter; the right ones.

24. Used Planned

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

26. 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.

27. 115
79
54
51 48
Don’t Collect Trying to Improved Used Critical
Feedback Get Better Business Sparingly Component

28. Below Average (1 to 4 ) Average (5 to 7) Above Average (8 to 10)
Don’t Trying to Improved Used Critical
Collect Get Better Business Sparingly Component
Feedback

29. Don’t Collect Feedback Trying to Get Better
Improved Business Used Sparingly
Critical Component
50
45
40
35
30
25
20
15
10
5
0

30. Voice of the Customer
esteban kolsky
thinkjar
@ekolsky
+ekolsky
http://thinkjar.net