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Steve Mast, President, Delvinia, delivered the following presentation at the the company's Voice of the Customer Roadshow, held in Toronto on June 21 and presented in partnership with Confirmit and AskingCanadians.
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voice of the customerTHE CUSTOMER POV
1. Do customers believe brands are really listening to them?
2. What do customers want in return for their feedback?
3. Do customers care about the feedback experience?
Do customers believe brands are really listening to them?
91%feel it’s
important for brands to offer a
feedback channel.
69%provided
feedback to a brand in
the past year.
feel that
brands are
more receptive to feedback today than 3 years ago.
50%
WHY?
Historical Data
Voice of the Customer Data
Support tickets
Contact Data
Lead source
Order history
Contact Information
Customer Satisfaction
Social Media Conversations
Product EnhancementFeedback
Support Experience
Win/Loss Evaluation
TRUTH Brands suck at creating engaging feedback experiences.
Actively and explicitly invite customers to speak to you. And it won’t kill you to make the experience engaging.
What do customers want in return for their feedback?
ACTION
69%
Acknowledge or reply
message
40%
Evidence that you took
action
31%Extrinsic
reward
Active interest in your customer’s advice.
86%want to hear what
other customers had to say.
They want a two way dialogue with the brand.
Create an environment in which your customers can freely speak their minds, positive or negative. Look for ways to create a two way dialogue.
Do customers care about the feedback experience?
customers have
switched brands as a result of being frustrated with the
feedback experience.1in3
“On the Canadian Tire website, I encountered a feedback survey with 34 questions – and some of them gave an overwhelming number of answer choices (22 in one case). By the time I got to the end of the survey I wanted to kill myself. I questioned what an online survey that was so long said about the retailer’s customer-centricity.”
Avinash Kaushik, Google
“I came, I puked, I left.” Avinash Kaushik, Google
Completion rate increased from 22% to 42%
Increased in mentions regarding how easy it is to apply online
VoC is PART of the Customer Journey
Make your VoC program convenient and easy for your customers. Make it part of their journey.
1. Actively and explicitly invite customers to speak to you. And make the experience engaging!
2. Create an environment in which your customers can freely speak their minds. Look for ways to create a two way dialogue.
3. Make your VoC program convenient and easy for your customers. Make it part
of their journey.
THANK YOU.
ST
EV
E M
AS
TP
resi
den
t, D
elv
inia
smast@delvinia.comtwitter @stevemastwww.delvinia.com416.779.4149
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