1. Re-­‐Imagining
Customer
Feedback
To
Drive
Ac:on
#CustExp

2. #CustExp
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Panelists
Gary Edwards
Chief Customer Officer
Empathica
Alicia Fiorletta
Associate Editor
Retail TouchPoints
MODERATOR

6. Re-Imagining Customer Feedback to
Drive Action
Chief Customer Officer
Empathica Inc
April 25, 2013
Dr. Gary Edwards

7. 77

8. © 2013 All Rights Reserved - Confidential
Chief Customer Officer
• 9 years at Empathica
• PhD in Social Research
Methods
Dr. Gary Edwards
Prior experience
• Senior VP at Maritz
• GM of Gallup Canada
8

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Agenda
The accelerating evolution of customer feedback
Dealing with the evolutionary forefront
Drive action to generate business value
1
2
3

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Market research
Science of polling
1000 customers
Personal relationship
Direct feedback
5-10 customers
Social Media
Online reviews
3000 tweets/second
Internet surveys
Feedback at volume
500,000+ responses/year
The Evolution of Customer Feedback
10
1900s 1940s 2000s Today

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Frequency
Personal Relationships
11
Volume
• Customers viewed as friends
• Conversational feedback
• Direct and anecdotal
Personal
relationships

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Frequency
Market Research
12
Volume
• Retailers expanded beyond their
neighborhood
• Used science to guide the research
• Uncovered how different
demographics buy and behave
Personal
relationships
Market
Research

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Internet Surveys
13
Volume
Frequency
• Solicited feedback at scale
• Average retailer collects
500,000+ surveys per year
• Better data, easier access
Personal
relationships
Market
Research
Internet
Surveys

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Social Media
14
Volume
Frequency
Personal
relationships
Market
Research
Internet
Surveys
• The evolutionary forefront of
feedback
• Consumers are talking about
you whether you like it or not
• 2 billion Foursquare check-ins,
3000 tweets per second
Social Media

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The Impact of Social Feedback
15
2012 Empathica Consumer Insights Poll
use Facebook to make
purchase decisions
have tried a brand due
to a social recommendation
75%
50%

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Agenda
The accelerating evolution of customer feedback
Dealing with the evolutionary forefront
Drive action to generate business value
1
2
3

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Feedback is Large and Fragmented
17
?

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Making Sense of Customer Feedback
Lead The Conversation
Understand how you
are executing
Follow The Buzz
Uncover trends in what
customers are saying
Act
Focus on what matters
most to your customers
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Surveys for structured
feedback
Making Sense of Customer Feedback
Lead The Conversation
Understand how you
are executing
Follow The Buzz
Uncover trends in what
customers are saying
1919
Focus on what matters
most to your customers
Act

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Using Science to Lead the Conversation
Recommendation
Overall
Satisfied
Revisit
Intent
Interior
Clean
Ample &
Accessible
Parking
Clean & Well
Maintained
Exterior
Clean &
Inviting
Friendly
Greeting
Thanked
for
Coming
Inviting
Service
Feel
Valued
Employees
Enjoying
Their Jobs
Undivided
Attention
Efficient
Service
Helpful
Employee
Service
Good
Variety
Good
Availability
Exceeded
Expectations
LOYALTYStore Quality Product Offering
2020

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Learn Why? And How Much?
21
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.
Understand how you
are executing
Lead The Conversation

22. © 2013 All Rights Reserved - Confidential
Social media, online
reviews and open-ends
Making Sense of Customer Feedback
Follow The Buzz
Uncover trends in what
customers are saying
2222
Focus on what matters
most to your customers
Understand how you
are executing
Lead The Conversation
Act

23. © 2013 All Rights Reserved - Confidential
Making Sense of Online Buzz
23
Text Analytics
Natural Language
Processing
The selection is always great
and the cashier was friendly.
noun
great selection
positive
noun
friendly cashier
positive

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Learn What? And How Often?
24
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.
Follow The Buzz
Uncover trends in what
customers are saying

25. © 2013 All Rights Reserved - Confidential
Agenda
The accelerating evolution of customer feedback
Dealing with the evolutionary forefront
Drive action to generate business value
1
2
3

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Ensure consistent
execution
Drive Action with Customer Feedback
Lead The Conversation
Understand how you
are executing
Follow The Buzz
Uncover trends in what
customers are saying
Act
2626
Focus on what matters
most to your customers

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Different Stakeholders, Different Value
As a brand manager
I want to identify systemic
issues and trends
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Lead the Conversation to Find Issues
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Follow the Buzz: What Are They Saying?
29

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React to the Big Picture, Not Symptoms
30

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Separate The Cause From The Symptoms
31
Loyalty Analysis
Wait Time

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Different Stakeholders, Different Value
As a brand manager
I want to identify systemic
issues and trends
As a location manager
I want to build new habits
for my staff
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Using Comments to Drive Action
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Bubble Up Key Themes Across Channels
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Drill Down to Key Issues
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Take Action and Share Best Practices
36
Add another cashier when there are more than 3 people in line
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Keep Ahead of the Evolutionary Forefront
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Dynamic on-demand access:
Sentiment Frequency
Trend Chart Co-occurrence
Different Tools for Different Levels:
Associate
Content
with the
Right
Location:

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Magnify the Value of a Great Experience
38
Retail
client
results
AdvocatesFeedback
+
-
1 in 5 customers
recommend a location via social media
20% increase
in Facebook ‘Likes’

39. © 2013 All Rights Reserved - Confidential
Re-Imagining Customer Feedback
• Customers are talking more often, to more people, in
more places
• The only way to deal with this feedback is to both lead
the conversation and follow the buzz
• Experience only improves when retailers take action
at multiple levels
• Make sure you get credit for your great experiences
through customer advocacy
39

40. Learn More…
http://www.empathica.com/3rd-party-feedback/
Hundreds of millions of surveys over 10+ years
1,000,000 advocates mobilized
Creating Brand
Experiences to Love

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Panelists
Gary Edwards
Chief Customer Officer
Empathica
Alicia Fiorletta
Associate Editor
Retail TouchPoints
MODERATOR

43. #CustExp
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