Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Building an Effective Voice of the Customer Program
1. www.userzoom.com
Webinar:
Building an Effective Voice of the
Customer Program:
Going Beyond Surveys, Tweets, Complaints
and Big Data
Joanne Kok, Market Researcher and Business Strategist
#uzwebinar
3. www.userzoom.comwww.userzoom.com
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #uzwebinar
Quick Housekeeping
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4. www.userzoom.com
• UserZoom offers an all-in-one, multichannel and
agile approach to managing digital Customer
Experiences. We enable Businesses to cost-
effectively plan, research, design, and measure
CX and UX on a unified software platform.
• Founded in 2007; launched SaaS platform in 2009
• International company, offices in Silicon Valley, Spain, U.K., Germany
• 66 employees
• 50% of Fortune’s Most Admired Brands.
About UserZoom
6. www.userzoom.comwww.userzoom.com
About UserZoom
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1. Listen
Intercept surveys and
feedback tabs
Continuously listen to
your customer
4. Measure
Web & Mobile VOC
Continuosly Measure
Customer Satisfaction
2. Research
Define UX & Usability
benchmarks
Scale UX research with
online/remote testing
capabilities
3. Test & Act
Prototype Testing
Card Sorting & Tree Testing
Cost-effective Remote
Usability Testing
Holistic, all-in-one, approach to CEM
7. www.userzoom.com
UserZoom CEM Platform & Solutions
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Intercept
Surveys
Feedback
Tabs
Mobile App
VOC
Remote
Usability
Testing
Mobile
Usability
Testing
Card Sorting
Tree
Testing
Screenshot
Click
Testing
Screenshot
Timeout
Testing
Online
Surveys
Usability
Data
Survey
Responses
IA Data
Behavioral
Data
Video
Recording
VOC & Survey
Solutions
UX & Usability Solutions Results
Access to
Quality
Panels
Customer
Success &
Enablemen
t Services
UX
Research
&
Consulting
Services
8. www.userzoom.com
Building a VOC Program Webinar, Joanne Kok
• The landscape today
• Getting started
• Improving the effectiveness of VoC programs
• Q&A
Agenda
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Building a VOC Program Webinar, Joanne Kok
“U.S. CIOs expect their external IT budgets to
increase 4.8 percent this year -- compared with a
5.2 percent increase in 2013 -- while European
CIOs expect a 3.7 percent increase, compared with
a 3.5 percent increase in 2013…
Projects that will see the largest percentage
increases in spending this year will involve
cloud computing and data analysis.”
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Analytics major focus of 2014 IT investment
Source: Morgan Stanley Research
The landscape
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Building a VOC Program Webinar, Joanne Kok
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Behavioral analytics do not help explain “whys”
Source: Cambiar Research
0 20 40 60 80
Web analytics
DIY Research
Proprietary online panels
Innovative digital qualitative
Social media listening
MR online communities
Emotion measurement
Mobile
Research types of interest to clients
Integrated Trying Planning to try
The landscape
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Building a VOC Program Webinar, Joanne Kok
The definition is all-encompassing
12 Source: Wikipedia
The landscape
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Building a VOC Program Webinar, Joanne Kok
Platforms and
programs
Vertical
players
Measurement
specialists
Unstructured data
specialists
SaaS players Communities
There are so many potential VoC partners
12 Sources: Google, Forrester Research, VoC Vendor Landscape 2014
The landscape
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Building a VOC Program Webinar, Joanne Kok
Which is your largest 2014 VoC investment?
• Ramping up internal expertise and teams
• Large-scale research or consulting engagements
• Self-service tools (surveying, monitoring, analytics, etc.)
• Customer communities
• Customer support response systems
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Poll question
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Building a VOC Program Webinar, Joanne Kok
Started in 2003
At its peak
6 customer touch-points live / additional 3 in pipeline
5 different brands in 8 different markets
7 different technology platforms
~.5 million respondents per year
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Fast facts: VoC program at Travelocity
Case study
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Building a VOC Program Webinar, Joanne Kok
Early
innovation
Start-up
launch
Grow
Optimize
Mature /
wind-
down
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Design a simple, relevant, scalable program
Getting started: Acquire information and context
RESEARCHFOCUS
• Customer
definition
• Advisory councils
• Brand value
proposition /
positioning
• Product feasibility
• Prototyping
• Usability
• Pricing /
distribution
strategy
• Customer
acquisition
• Performance
monitoring
• Removing UX
friction
• Merchandising
(cross / up-sell)
• Product extension
(new features)
• Market / brand
extension
• Product mix
shifting
• Retention drivers
• Reducing
unattractive
customers and
costs
Continuous innovation
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Building a VOC Program Webinar, Joanne Kok
• Use relevant methods
– Quantitative v. qualitative
– Nature of respondents
– Number of touch-points
– Frequency of data collection,
analysis and reporting
• Full-service, self-service or
somewhere in between?
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Right-size your efforts
Getting started: Acquire information and context
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Building a VOC Program Webinar, Joanne Kok
Primarily focused on external vendors and tools
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Getting started: Acquire information and context
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Building a VOC Program Webinar, Joanne Kok
Insights often lacking or aren’t actionable
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Getting started: Acquire information and context
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Pure research approach / skills is not enough
Getting started: Acquire information and context
Moving out of your comfort zone
Analyst or administrator
requirements
• Research design and
analytical skills
• Consultative capabilities
• Data collection and analytical
tools / partners
• Business / organizational
knowledge and integration
Additional program manager
requirements
• Effective communication and
conflict management
• Strategy, planning, governance
• Credibility, personal, cultural
influence
• Patience and tenacity
• And much, much more…
Building a VOC Program Webinar, Joanne Kok
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Building a VOC Program Webinar, Joanne Kok
• Inadequate internal expertise / experience
• Inadequate tools / time / budget
• Lack of clarity in business goals
• Lack of engagement or alignment within company
• Complex business requirements
What is the greatest challenge you face?
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Poll question
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Building a VOC Program Webinar, Joanne Kok
Nothing changes if you’re not prepared to fix it
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Getting started
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Shifting focus from insight…
Improving effectiveness
Data acquisition and analysis
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Building a VOC Program Webinar, Joanne Kok
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… to action
Improving effectiveness
Strategize
Prioritize
Acquire
Collaborate
Evaluate
Assesses what you have to work with
so you can right-size efforts and
expectations
THE BIG PICTURE PLAN
Nurtures a culture of learning and
collaboration and a process to
transform insights into business results
THE MEANS TO GET IT DONE
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Building a VOC Program Webinar, Joanne Kok
• Purpose and priorities
– Are initiatives competing for
attention or are there
opportunities for synergies?
• Maturity
– Skill and experience
• Size
• Who are key stakeholders?
• Appetite for investment
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Assess the landscape, stakeholders, initiatives
Improving effectiveness: Strategize
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Building a VOC Program Webinar, Joanne Kok
• Who is your champion?
• Who is your sponsor?
• What drives company
profitability?
– Which customers are core
to your business?
• What matters most to
customers and is
impactful?
– Customer weighting
– Best in class and
competitive benchmarking
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Outline your VoC program sponsor and goals
Improving effectiveness : Prioritize
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Building a VOC Program Webinar, Joanne Kok
• What’s the customer
journey and value-chain
map?
• Which touch-points are
most relevant?
• Which metrics matter
most?
– Explore correlations
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Map data in context of customer experience
Improving effectiveness : Acquire information and context
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Building a VOC Program Webinar, Joanne Kok
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Connect CE, revenue and operations
Improving effectiveness : Acquire information and context
Customer
Experience
RevenueOperations
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Building a VOC Program Webinar, Joanne Kok
• Define ownership, actions
and accountability clearly
and fairly
• Pre-test findings and
learnings internally
• Cultivate allies and
collaboration, not
confrontation
• Create forums for
communication, skills
training and design
solutions (quick hits and
fixes that build)
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Cultivate ownership and empowerment
Improving effectiveness: Collaborate
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Two most common perspectives in business
Often at product or technology-
driven companies or teams
Frequently at sales / marketing-
driven companies or teams
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Inside-out Outside in
Improving effectiveness: Collaborate
Building a VOC Program Webinar, Joanne Kok
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Building a VOC Program Webinar, Joanne Kok
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A successful VoC program bridges perspectives
Improving effectiveness: Collaborate
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Building a VOC Program Webinar, Joanne Kok
• Track KPIs, progress and
expectations on when the
metrics will follow
• Feed improvement
priorities into budget and
planning
• Optimize VoC activities
• Adapt as business, trends
and methods change and
evolve
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Conduct regular VoC program retrospectives
Improving effectiveness: Evaluate
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Building a VOC Program Webinar, Joanne Kok
What worked once, won’t always work again
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Improving effectiveness: Evaluate
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Building a VOC Program Webinar, Joanne Kok
• Assess your organizational landscape (priorities, maturity:
skills and experience, size, appetite for investment)
• Determine key stakeholders and initiatives
• Who is your champion? Who is your sponsor?
• What drives company profitability? Which customers are
core to the business? Which drivers matter most?
• What’s the customer journey / value chain map look like?
• Which touch-points and metrics matter most?
• Design a simple, right-sized and sustainable program
• Define ownership, actions, accountability clearly and fairly
• Cultivate allies informally
• Create public forums for communication, training and
designing solutions as well as driving innovation
• Track KPIs and business progress, feed into planning cycle
Optimize VoC activities and adapt as business needs,
technology / consumer trends, research methods evolve
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How to build an effective VoC program
Strategize
Prioritize
Acquire
Collaborate
Evaluate
S
P
A
C
E
Improving effectiveness
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Some other thought-provoking resources
Improving effectiveness
35. www.userzoom.com
Building a VOC Program Webinar, Joanne Kok
• Change is never
easy
• Understand your
strengths, leverage
them and nurture
partnerships
• Start small, lots of
pilot projects, iterate
and then evolve
• It’s a gradual,
learning process
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A word of caution
Improving effectiveness