Re-Imagining Customer Feedback To Drive Action

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

2. #CustExp Type ques:on here Welcome Webinar A6endees

3. #CustExp Follow This Webinar On Twi6er #CustExp

4. #CustExp About Retail TouchPoints ü  Launched in 2007 ü  Over 26,000 subscribers ü  To provide executives with relevant, insightful content across a variety of digital medium Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP

5. #CustExp 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

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

10. © 2013 All Rights Reserved - Confidential 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

12. © 2013 All Rights Reserved - Confidential 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

13. © 2013 All Rights Reserved - Confidential 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

14. © 2013 All Rights Reserved - Confidential 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

15. © 2013 All Rights Reserved - Confidential 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%

18. © 2013 All Rights Reserved - Confidential 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 1818

19. © 2013 All Rights Reserved - Confidential 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

20. © 2013 All Rights Reserved - Confidential 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

21. © 2013 All Rights Reserved - Confidential 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

24. © 2013 All Rights Reserved - Confidential 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

26. © 2013 All Rights Reserved - Confidential 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

32. © 2013 All Rights Reserved - Confidential 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 32

37. © 2013 All Rights Reserved - Confidential Keep Ahead of the Evolutionary Forefront 37 Dynamic on-demand access: Sentiment Frequency Trend Chart Co-occurrence Different Tools for Different Levels: Associate Content with the Right Location:

38. © 2013 All Rights Reserved - Confidential 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

41. #CustExp Type ques:on here Q&A / Submit Your QuesDons

42. #CustExp Q&A // Panelists Gary Edwards Chief Customer Officer Empathica Alicia Fiorletta Associate Editor Retail TouchPoints MODERATOR

43. #CustExp Thank You For A6ending! Download this presentaDon at: hBp://rtou.ch/cusFeedbackweb

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