Customer experience research should contribute to ever improving customer experiences. As such, researchers should measure the right things to build understanding of what makes/breaks a customer relationship. they should be able to get the story behind a certain touch point experience, and translate research insights into an actionable path for improvement.
14. Customer experience management is about branding “Retention is for wimps. We measure the percent of customers who have our name tattoed on one of their body parts.” (Harley Davidson Annual report)
30. About the Relationship Monitor Understand the drivers of the customer experience value chain in service driven industries Build a pan-European benchmark on customer experience Validate customer experience research model 3 benchmarks 8 industries 8 countries Countries Industries Companies Financial Automotive Telecom Airlines Tour operators Food retail Furniture retail Clothing retail Netherlands Belgium UK Germany France Sweden Spain Romania
33. 1 2 3 4 5 6 7 8 9 10 Net promotor score “Have you, or would you recommend ‘Company X’ to your friends and family?” (1 = “not to my worst enemy”; 10 = “to my dear grandmother”) Pose question Detractors Neutral Promoters Group responses Run calculation (Number of promoters - Number of detractors) Net promoter score _____________________________________ Total respondents
45. Social media netnography on tripadvisor.comBuild understanding what 1 touch point is about TAXES I have looked up several of the low cost carriers, and they have such high taxes. For example, the round-trip ticket on BMI was 34 pounds, but the taxes made it an additional 52 pounds! How is this possible? CHEAP TICKETS …with the low cost airlines like Easy Jet, it can be as low as £15, ea way, but the prices vary, mid week is cheaper than weekends, no 2 days seem to be charged the same, FUEL PRICE I aksed this same question on the Tuscany forum a couple weeks ago. It seems that this is normal range for airfare to Italy! It also seems that with fuel prices rising, the prices are likely only to increase. EARLY BOOKING . If you can book in advance you can usually get a flight for about £40-£50, about $70-$80 I think TRAVEL WITH CHILDREN An infant is under 2 so you will have 45kg with a maximum of 15kg in each bag. Plus 10kg * 3 for carry-on.
46. Social media netnography on tripadvisor.comDefining touch points from consumer perspective PRE FLIGHT HAND LUGGAGE CHECK-IN LUGGAGE UPGRADE SECURITY BOARDING ID & VISA FLIGHT PLACE SEAT DURATION OF FLIGHT ENTER TAINMENT DRINKS & FOODS ROOM TO SIT DIRECT FLIGHT SAFETY CREW POST FLIGHT DO NOT ARRIVE ON DESTINATION IMMIGRATION TRANSIT CUSTOMS
47. Social media netnography on tripadvisor.comDefining touch points from consumer perspective PRE FLIGHT HAND LUGGAGE 420 CHECK-IN 409 LUGGAGE 1730 UPGRADE 361 SECURITY 227 BOARDING 155 ID & VISA 94 FLIGHT PLACE SEAT 499 DURATION OF FLIGHT 1561 ENTER TAINMENT 484 DRINKS & FOODS 1150 ROOM TO SIT 808 DIRECT FLIGHT 156 SAFETY 258 CREW 828 POST FLIGHT DO NOT ARRIVE ON DESTINATION 1988 CUSTOMS 82 IMMIGRATION 47 TRANSIT 63
51. Make research actionable Don’t make flat what is not Measure improvement suggestions Integration of research into marketing/sales processes
52. Research is a brand experience as well Branded survey experience Short questionnaires Give feedback - engage to improve
53. It is not about measuring, but delivering the experience Vlerick Alumni – Marketing Informal – Jan 28th 2009 Christophe Vergult
Editor's Notes
Social media audits are conducted through textmining. Some advantagesOn social media you have access to the actual conversation (so no self-reported conversations)The textmining software is adapted to detect emotional words – by extracting this info...you can get an idea about the emotions that are surrounding your brand, product... Customer experience are often very emotional
Ook voor ons als onderzoeker is het van belang daar rekening mee te houden in wat we meten om de relatie van een klant in te schatten. En te verklaren.
Inzichten gebouwd op resultaten van de Relationship Monitor
Second part = introduction social media researchHeard from blogtracking?= common name for informationSocial media research = using user generated content about product, brands, for analysis in comparison with other types of research: passive data are collectedCan come from all sources: example over here: so blog tracking is wrong name: much more than this
Why should you engage in social media research?Listen to your consumersOn forums, brands, people talk about your brandListen to what they say & join the conversation...
Social media audits are conducted through textmining. Some advantagesOn social media you have access to the actual conversation (so no self-reported conversations)The textmining software is adapted to detect emotional words – by extracting this info...you can get an idea about the emotions that are surrounding your brand, product... Customer experience are often very emotional
Always a tendency to collect dataA lot of info is just out there
Everybody can read some posts online but you do not always see the bigger picture...Therefore you need textlink analysisco-occurance & textlink analysis
Looking back at the touch point model, we have applied this model on tripadvisor- Explanation what tripadvisor is & how we scraped the info
