A multi-tiered approach is needed to understand customer relationships across digital touchpoints. This includes web analytics, customer experience management, and voice of the customer tools. Voice of customer data is qualitative and focuses on understanding visitor intent, satisfaction, and opinions. Companies must integrate voice of customer data with their web analytics and customer experience management systems to truly understand the customer experience.

1. Voice of the Customer
Using Customer Feedback
to Improve Site Experience

2. The Analytic Ecosystem
To truly understand, manage, and improve customer relationships
across all digital touch points, companies need a multi-tiered approach
Web Analytics Customer Experience Voice of Customer
Data is largely Both quantitative and Largely qualitative in
quantitative and spans qualitative, focusing nature and focuses
both visitor and session largely on the individual primarily on the visitor
scope session by exploring intent,
satisfaction and opinion

3. Voice of Customer Ecosystem
Consumer Backyard Brand Backyard
 Websites
Social Networks
 Public-facing
 Intranet
 Extranet
Blogs/Forums
 Online advertising
 Publishers
 Advertisers
 Digital applications
 Gadgets/widgets
Digital Media
 Online video
 Downloadable products
 Mobile

4. Brand Backyard
Downloadable Applications
Websites
PDF Documents
Mobile
Display Advertising
Gadgets/Widgets

5. Messaging
“Someone obviously didn't do their
homework…. If someone had, they
would've quickly figured out that
creating an ad like this, to target
babywearing moms, would in essence
be knocking us down, spitting in
our face, and kicking dirt on us.
Babywearing isn't a 'good idea in
theory’, it's a good idea - period!”

6. Messaging
A scarf worn by foodie Rachael Ray in a
photograph to be used for a Dunkin’
Donuts ad is at the center of a
controversy Wednesday.
The PepsiCo Americas Beverages division of
The Boston Globe reported that the
PepsiCo is bowing to public demand and
Canton-based company pulled an ad in
scrapping the changes made to a flagship
which Ray’s scarf looks much like a
product, Tropicana Pure Premium orange juice.
keffiyeh, a traditional headdress worn by
Arab men.

7. Execution

8. Empower Customers

9. Actionable VoC
Prioritize Granular Monitor & Alert
Trend Scope

10. Real Time Intervention
Engage, support and retain customers at the individual level
 Custom Comment Card Thank You windows with keywords in the comments
combined with contextual data to support customers as they leave feedback
 Intelligent link
 Bulletin
 Instant chat
 Priority help
 Marketing
opportunity

11. VoC Integration – Web Analytics

12. VoC Integration – Customer Experience
Management

13. Panel Discussion
Manoj Jasra
Specialist, Web Business Development
Shaw Communications
Bill Bruno
VP, Business Development & Technology
Stratigent

14. Foundational “Measurement & Analysis” Solutions
Organizations
Consultants
Marketing Performance
Campaign Optimization
Measurement
Content Optimization Multivariate Testing
Customer Experience
Web Analytics Voice of Customer
Management

15. Common Definitions
What is overall customer experience?
 The perception customers have of their interactions with an
organization
What is the perfect customer experience?
 A set of interactions that consistently exceed the needs and
expectations of a customer
What is the goal of a customer experience initiative?
 Increase conversion, decrease call center activity, increase brand
loyalty, etc.

16. Five Stages of
Experience-Based Stage 5: Embedded
Differentiation Maturity Customer experience is the fabric of the
company; not separately discussed
Stage 4: Engaged
Customer experience is one of the core
tenets of the firms strategy
Stage 3: Committed
Customer experience is critical and
executives are actively involved
Stage 2: Invested
Customer experience is very important
and formalized programs emerge
Stage 1: Interested
Customer experience is important, but
receives little funding

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Opinion Lab
Mark Krebs
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