Adding voice of customer to your analytics toolkit
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At the eMetrics Tour event in Montreal, Lane Cochrane, VP research @ iPerceptions, introduced the audience to Voice of Customer (VoC). Digital analysts attending the event were presented examples of how attitudinal and behavioral data integration can lead to actionable insights. Learn more at http://www.iperceptions.com.
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Adding voice of customer to your analytics toolkit
- 1. Digital Analytics Quebec Adding Voice of Customer to your analytics toolkit January 16th, 2013
- 2. About us iPerceptions offers the most complete SAAS-based multi-channel Voice of Customer solution suite. iPerceptions’ headquarters and R&D center is located in Montreal and also has sales offices in Toronto. 12 Years VoC SOLUTION SUITE • Experience and satisfaction tracking (on-line and on-location surveys) 60 • Customer feedback (on-line and on-location comment cards) Employees • Competitive intelligence (brand panels and panel recruitment) • • Market research, insight and usability Services Global benchmark for overall site satisfaction & task completion 30 Industry Verticals 2
- 4. Voice of Customer Analytics (VoC) “We have only 2 sources Agenda: of competitive advantage—learning • The VoC landscape more about customers • Starting points faster than competitors and turning that learning • Practical examples into action faster than the competitors.” Jack Welch, former CEO General Electric 4
- 5. The Landscape “A true permission based on-exit survey that provides an easy to Let’s start here… deploy, easy to use and easier still to analyze framework to answer 4 Mobile survey Site survey questions that no website owner can live without.” – Avinash Kaushik, Author: Web Twitter Analytics 2.0 Cart abandonemnt survey Site Comment Card Broad Focused
- 6. Just Ask Voice of Customer the most important questions companies can ask their visitors: 1. Based on today’s visit, how would you rate your site experience overall? 2. What was the primary purpose of your visit? 3. Were you able to complete the purpose of your visit today? 4.a (If No) Please tell us why you were not able to fully complete the purpose of your visit today? 4.b (If Yes) What do you value most about the [company] website? 6
- 7. A More Insightful Conversion Funnel Task Completion Rate: Engaged Visitors 39% 84% LEARN SHOP 20% 69% BUY 17% 61% 14% 62% Support Other 10% 57%
- 8. Business Optimization – Remove Your Client Barriers Integration opportunity – Session Replay 31% $926,329 19% $567,750 13% $388,461 12% $358,579 11% $328,697 9% $268,934 5% $149,408 8
- 9. Benchmarks your Metrics Compare sites within an industry or grouping Compare site types Follow the market
- 10. Tracking the Source of your Convertible Traffic Channel of influence vs consideration stage Shopping process stage Completely open Starting to Currently Close to making Completely made establish the list researching the final decision up my mind I routinely visit the site 18% 24% 32% 36% 44% Online search 17% 17% 17% 17% 15% Friend / family 8% 9% 7% 7% 5% [company] email 9% 7% 7% 6% 6% TV ad 5% 7% 5% 4% 3% News / press release 4% 6% 5% 3% 3% Online ad 7% 5% 4% 3% 4% Third party review sites 3% 3% 2% 4% 2% Other [category] site 2% 3% 2% 2% 1% Magazine/Newspaper ad 2% 2% 3% 1% 1% Social media sites 3% 2% 2% 2% 2% Direct mail 2% 1% 1% 1% 1%
- 11. Marketing Activity from Two Perspectives VoC adds more points of evaluation for marketing activity… Target Stage: Shop / Purchase Integration Opportunity – Profile Learn Horizon Campaign Evaluation Paid 72% 42% 2.2 Organic 69% 33% 2.7 Last touch channel 7.0 Consideration Email Banner Paid 6.0 Search Partners Natural Search Internal Direct Product pages campaign 5.0 Other Campaigns Direct Mail Microsites 4.0 0.0 5.0 10.0 15.0 20.0 Conversion
- 12. Mapping the Experience in Two Perspectives Site section by dimension Play Demographics Watch Under 25 44% Male 74% Satisfaction Key drivers Homepage Female 26% Tool Evaluation Time on site Kids - yes 23% AB Testing Integration Likelihood to return Yes 92% News Content Evaluation Misc Explore Play Shop Demographics Under 25 3% News Male 88% Female 12% Kids - yes 14% 7.0 7.2 7.4 7.6 7.8 8.0 8.2 8.4 Likelihood to return Overall Experience Yes 90% 12
- 13. Models – Quantifying Impact, Measuring Return Predictive Models to focus - quantify impact Change in Consideration Transactions Purpose of Visit Facebook likes Task Completion Discovery
- 14. 4Q – Just a Starting Point Impact on Customer Experience Disposition Engagement Purchase Satisfaction Management Funnel Intent Brand Segmentation Channel Campaign Competitive Alignment / Persona Evaluation Measurement Considerations Content Tool 4Q Task Cart Usability / UX Optimization Evaluation Completion Abandonment Optimization Bug Barrier Churn Acquisition Support Reporting Elimination Mitigation Support Feature Brand Persona- Campaign Marketing Improvement Building lization Targeting Optimization