1. LGA Customer Insight Conference
Voice of the Customer
How to achieve a complete 360o
customer view
Maria Sealey
Head of Customer Insight
19 March 2012

2. What we will cover
• The latest channels for capturing customer views
• Multi-channel engagement: true customer visibility
• Bridging departmental silos
• Practicalities and pitfalls in marrying data with VOC
• Standardising the view the customer has of your business
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3. The current environment
Low Shrinking
consumer disposable Low loyalty
confidence incomes
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4. The Insight Challenge
FAST
DIRECTIVE
INTEGRATED
EFFECTIVE CUT THROUGH
HIGHER RETURN ON INVESTMENT
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5. Some of our regular insight tools
Brand
Measures
ASTs, INTERCEPTS,
ASTs INTERCEPTS EXITS
QUALIBUS
Customer Bespoke
Satisfaction
S ti f ti OMNIBUS Analytics
Anal tics
& Modelling
WORKSHOPS
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6. Our new tools
NET CHATS
FUSION PROJECTS
COMMUNITIES
IN-HSE OMNIBUS, QUICK POLLS
S i l
Social
Media
Monitoring
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7. The insight spectrum
Prompted Unprompted
Customer Social
Panel Data Online or offline media
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Surveys
Discussion
Store exit forums
interviews Focus
groups
Online
In-store Store Communities
audits observations
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8. Multi-channel
Multi channel shopping behaviours
55%
59% 67%
of dotcom
now collect in research online
visitors claim
i it l i
store after they before they
they are
have ordered shop in
checking
on line store
prices
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9. Shared tools and approaches
Customer Managers Dunnhumby
Marketing
PR & Comms
Teams
Shared Tools
Shopper Thoughts
Omnibus
Tesco Direct Qualibus Tesco Bank
Tesco Families
Social M di
S i l Media
Every Comment Helps
Commercial
C i l Dot.com
D t
Telecoms Creative Agencies
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10. Pitfalls…and
Pitfalls and how to avoid them
Pitfalls Practical Solutions
Separate teams Single team
Focus on Focus on business
insight tools areas and priorities
Bolting separate pieces of
Integrated problem solving
insight together
Lack of flexibility Flexible start point
Physical challenges in
Our own panel
linking data
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11. The Big Price Drop on the nation’s shopping list
• £500m investment in price
reduction
• Dropped 3000 prices on
pp p
essentials customers need to
buy day in day out
• D
Dropped prices on over 1000
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favourite Tesco Brand products
• Simple promotions
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12. The Big Price Drop Journey
What consumers want supermarkets
to do to help
Be consistent in pricing with less fluctuation
Offer genuine price reductions
Cut price promotions on essentials
Spoke to over Cut price promotions on big ticket items
200k
consumers
Offer honest / easy to use price comparisons
over
6 months
Ensure offers represent an honest saving
Be clear; be honest; be transparent
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13. Clubcard Points Booster
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14. Clubcard Points Booster
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