Re-Imagining Customer Feedback to Drive Action (UK version) | Empathica We…
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This is the UK version of presentation for the Re-Imagining Customer Feedback to Drive Action” webinar. To view full webinar, please visit http://cem.empathica.com/Emp3rdPartyFeedbackWebinar. Explore the challenges operators are facing today and discuss how looking at the customer experience through a “social” lens may help you to see the big picture of feedback. In this session you will learn: How surveys and social media can drive great experiences How an end-to-end view of all customer feedback can uncover systematic issues and trends How focusing on key improvements and tailored actions can build new habits in your stores To learn more about Customer Experience Management: Product and services page http://www.empathica.com/products-services/ Resource center http://www.empathica.com/resources/ Blog http://www.empathica.com/blog/ Consumer insights reports http://www.empathica.com/consumer-insights/ Industry-specific expertise http://www.empathica.com/industries/ Connect with us: Twitter http://twitter.com/EmpathicaCEM Facebook http://www.facebook.com/EmpathicaCEM LinkedIn http://www.linkedin.com/company/empathica
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Re-Imagining Customer Feedback to Drive Action (UK version) | Empathica We…
- 1. Re-Imagining Customer Feedback to Drive Action 3rd Party Feedback and Text Analytics Lee Kennedy VP, Products lkennedy@empathica.com March 19, 2013 1
- 2. Launch Party! © 2013 All Rights Reserved - Confidential 2
- 3. Adapt or Die © 2013 All Rights Reserved - Confidential 3
- 4. Re-Imagining of Customer Feedback Relationships, Surveys, Social Media Mystery Shopping and others © 2013 All Rights Reserved - Confidential 4
- 5. Re-Imagining of Connectivity Then... Now... Mobile users have outnumbered landlines since 2002 2.4 Billion Internet users globally in 2012 *Mary Meeker - KPCB © 2013 All Rights Reserved - Confidential 5
- 6. Re-Imagining of Almost Everything Desktop / Laptop Tablet / Smartphone Since 2010 Tablets and Smartphone have outsold PCs *Mary Meeker - KPCB © 2013 All Rights Reserved - Confidential 6
- 7. The Volume of Feedback is Growing 30 Million Surveys per Year 50 Million Reviews 2 Billion Check-ins 1 Billion Active Users 500 Million Active Users © 2013 All Rights Reserved - Confidential 7 7
- 8. Graveyard of Failed Adaptation Consumers discovered digital collaboration (wiki) Print edition shut down in 2012 Consumers started streaming content online Went into Administration 2013 Consumers moved to digital entertainment content Went into Administration 2013 Consumers captured their memories digitally Went into Administration 2013 © 2013 All Rights Reserved - Confidential 8
- 9. Creating Effective Customer Feedback Lead The Conversation Understand how you are executing Act Focus on what matters most to your customers Follow The Buzz Uncover trends in what customers are saying © 2013 All Rights Reserved - Confidential 9 9
- 10. Creating Effective Customer Feedback Lead The Conversation Surveys for Understand how you structured feedback are executing Act Focus on what matters most to your customers Follow The Buzz Uncover trends in what customers are saying © 2013 All Rights Reserved - Confidential 10 10
- 11. Customers Want to Give You Feedback 30 million customers give survey feedback about their in-store experiences every year Less than 1/3 believe it is acted on 2012 Empathica Consumer Insights Poll © 2013 All Rights Reserved - Confidential 11 11
- 12. Understand How Much They Care Undivided Efficient Feel Attention Service Friendly Valued Helpful Greeting Employees Enjoying Their Jobs Employee Inviting Thanked Service for Service Coming Ample & Accessible Good Exterior Parking Exceeded Variety Clean & Expectations Inviting Interior Store LOYALTY Quality Product Offering Clean Clean & Well Overall Revisit Good Maintained Satisfied Intent Availability Recommendation © 2013 All Rights Reserved - Confidential 12 12
- 13. Learn Why? And How Much? Lead The Conversation Understand how you are executing When you lead the conversation you learn why customers the feel the way they do, and how much they care. When you lead the conversation you do not learn about what you do not know yet. © 2013 All Rights Reserved - Confidential 13
- 14. Creating Effective Customer Feedback Lead The Conversation Understand how you are executing Act Focus on what matters most to your customers Follow The Buzz Social media, online Uncover trends in what reviews and open-ends customers are saying © 2013 All Rights Reserved - Confidential 14 14
- 15. Social Media Influences Consumers use Facebook to make 75% restaurant decisions have tried a brand due 50% to a social recommendation 2012 Empathica Consumer Insights Poll © 2013 All Rights Reserved - Confidential 15
- 16. Making Sense of All These New Channels © 2013 All Rights Reserved - Confidential 16 16
- 17. Organizing the Feedback Spectrum directed undirected survey scores survey open-ends location- Internal channels specific social reviews GoRecommend social streams brand tracking surveys public web focus groups general © 2013 All Rights Reserved - Confidential 17 17
- 18. CEM Is About Location Improvement directed undirected survey scores survey open-ends location- Internal channels specific social reviews GoRecommend Location Improvement social streams brand tracking surveys public web focus groups general Brand Tracking © 2013 All Rights Reserved - Confidential 18 18
- 19. Learn What? And How Often? Follow The Buzz Uncover trends in what customers are saying When you follow the buzz you learn what customers are saying to each other and how often they say it. When you follow the buzz you do not learn how important things are to outcomes or why they happen. © 2013 All Rights Reserved - Confidential 19
- 20. Creating Effective Customer Feedback Lead The Conversation Understand how you are executing Act Focus on what matters most to your customers Ensure consistent Follow The Buzz execution Uncover trends in what customers are saying © 2013 All Rights Reserved - Confidential 20 20
- 21. A Universal Feedback Platform... Surveys Direct to Social Media Brand © 2013 All Rights Reserved - Confidential 21
- 22. ...That Summarizes and Simplifies... A B C Text Analytics Surveys Direct to Social Media Brand © 2013 All Rights Reserved - Confidential 22
- 23. ... So You Can Act to Improve Experience Customer Experience Applications A B C Text Analytics Surveys Direct to Social Media Brand © 2013 All Rights Reserved - Confidential 23
- 24. What Action Can I Take? As a brand I need to identify systemic issues and trends As a location manager I need to build new habits for my staff © 2013 All Rights Reserved - Confidential 24 24
- 25. Lead the Conversation to Find Issues © 2013 All Rights Reserved - Confidential 25
- 26. Follow the Buzz: What Are They Saying? © 2013 All Rights Reserved - Confidential 26
- 27. React to the Big Picture, Not Symptoms © 2013 All Rights Reserved - Confidential 27
- 28. Separate The Cause From The Symptoms Loyalty Analysis © 2013 All Rights Reserved - Confidential 28
- 29. Fix the Root Cause Loyalty Analysis Wait Time © 2013 All Rights Reserved - Confidential 29
- 30. What Action Can I Take? As a brand manager I need to identify systemic issues and trends As a location manager I need to build new habits for my staff © 2013 All Rights Reserved - Confidential 30 30
- 31. Lead the Conversation to Understand Importance © 2013 All Rights Reserved - Confidential 31
- 32. Follow the Buzz at the Location Level © 2013 All Rights Reserved - Confidential 32 32
- 33. Key Emerging Trends Across Channels © 2013 All Rights Reserved - Confidential 33 33
- 34. Drill Down to Key Issues © 2013 All Rights Reserved - Confidential 34 34
- 35. Take Concrete Action to Resolve Issues Only plate fries after all other items are plated. © 2013 All Rights Reserved - Confidential 35 35
- 36. Product Demos Brand Text Analytics Empathica Local © 2013 All Rights Reserved - Confidential 36
- 37. Creating Effective Customer Feedback Lead The Conversation Understand how you are executing Act Focus on what matters most to your customers Follow The Buzz Uncover trends in what customers are saying © 2013 All Rights Reserved - Confidential 37 37
- 38. Re-Imagining Customer Feedback to Drive Action 1. Lead the Conversation and Follow the Buzz 2. To Follow the Buzz you need to integrate all of your text content 3. Text Analytics deals with volume 4. You need location-level content to improve customer experience 5. Action at the location is the only way to change the experience © 2013 All Rights Reserved - Confidential 38
- 39. Sales (UK) +44 (0) 121-632-2240 contactuk@empathica.com Sales (North America) 1-888-633-1633 sales@empathica.com Thank You On Our Website www.empathica.com/products-services/customer-experience/3rd-party-feedback 39 39
Notas del editor
- Social media and social review sites are growing at a rapid pace. Everybody knows about the growth of Facebook with over 1 Billion reported active users, likewise the other big player in social media, Twitter has also surpassed the 500 Million user mark.Forma social review perspective the landscape is equally impressive. Yelp currently has a database of over 30 Million reviews, and TripADvisor has over 50 Million reviews in their database.That’s a huge pool of potential consumer insights. The challenge is finding those needles of insights for your brand in the haystack of reviews.Not to forget the vast amount of data out there on brands in customer surveys and in the media.
- This feedback and commentary being generated in social media isn’t just presenting restaurant owners with a challenge, but this activity is actually driving and changing customer behavior.Results of Empathica’s consumer insights research prove this. With 3 out of 4 respondents indicating that social media comments and reviews were influencing their restaurant dining decisions.Perhaps more interesting half of the respondents indicated that social media was their source for discovering and trying new brands.
- So let’s try to make sense of this all by putting not only social media, but all your customer feedback into the right context.These days this social feedback along with existing more traditional sources of feedback such as customer surveys or even traditional PR and marketing activity seems to have created an almost endless pool of data for restaurant brands to keep track of.
- At the bottom left hand side of this spectrum we have survey feedback. This is the kind of feedback that should be most familiar to any of you out there who have a guest experience program. This feedback includes scored survey responses along with open ended comments. This feedback is not only highly structured but can also be solicited in a fashion that is highly location specific.As we move across the spectrum of feedback, at the top right hand corner is highly unstructured and general feedback. This could include things like PR mentions on sites such as CNN or BBC.In the middle sits the type of feedback that we’re focusing on in today‘s session. This would be feedback and mentions on social media and social review sites. Some social media recommendations can make mention of a location name, or city. In the case of social review sites, these pieces of data are a requirement along with the added structure of a rank or score which often accompanies a completely unstructured free from review.
- At the bottom left hand side of this spectrum we have survey feedback. This is the kind of feedback that should be most familiar to any of you out there who have a guest experience program. This feedback includes scored survey responses along with open ended comments. This feedback is not only highly structured but can also be solicited in a fashion that is highly location specific.As we move across the spectrum of feedback, at the top right hand corner is highly unstructured and general feedback. This could include things like PR mentions on sites such as CNN or BBC.In the middle sits the type of feedback that we’re focusing on in today‘s session. This would be feedback and mentions on social media and social review sites. Some social media recommendations can make mention of a location name, or city. In the case of social review sites, these pieces of data are a requirement along with the added structure of a rank or score which often accompanies a completely unstructured free from review.
- The best way for operators to make sense of all the social feedback available to them is to filter out the noise first and simply present to them what is most applicable to them.In this case, by viewing that semi-structured feedback we discussed earlier (such as a review from a site such as Yelp) alongside structured survey feedback, a location manager can not only see the qualitative sentiment their restaurant has in cyberspace, but can see that review within the context of how they are doing according to their directly solicited feedback.It’s tempting to get caught up in responding to each individual piece of feedback. That puts you squarely in reactive mode. While its great to rescue a dissatisfied guest, that doesn’t actually deal with the cause of the problem. Something is still going wrong and it will keep happening until I do something to cause a change.The challenge with social media is to separate out rare events (the noise) from systemic issues (the signal).
- As a location manager that means seeing integrated trends that are occurring across all my feedback channels. You don’t want managers trying to browse through multiple channels, using different tools, and trying to determine the patterns.You want simple. “Oh, look. Fries seems to be the biggest thing people are complaining about. Let’s see what they are saying.” I click “fries” to drill-down.
- Now I can see all comments, from both semi-structured reviews and structured survey feedback, that contain negative sentiment about fries. I also see my Trends updated based on this new filter.I can immediately see that the most common word in relation to “negative fries” is “cold”. Filtering the comments, I can now look through everything that mentions cold fries, whether from survey comments, Facebook recommendations, or social reviews like Yelp.Now I’ve found a real issue occurring at my location – we seem to be serving quite a lot of cold fries. That’s something we can fix!
- Now we’re going to take concrete action to improve the guest experience by making sure we stop serving cold fires. I want to make sure that fries are top-of-mind as the back-of-house are plating the food, so I add a new Action to our plan.