Delvinia CEO Adam Froman was among the speakers at the Canadian Marketing Association's CMA Summit 2012, held at the Westin Harbour Castle Hotel on May 16 and 17.
Adam shared how Delvinia is marrying real time feedback from customers with deep profiling data on their digital behaviours to help organizations capture and act on the Voice of the Customer to create better customer experiences.
CommunitiesRelevant experiencesAskingCanadiansEmbedded into the overall customer experienceNeed to put ourselves in the shoes of the consumerNeed to assume they have control – why would you participate?Companies need to understand that they can only respond and reactMethods – CrowdsourcingOnline panelsCustomer sat
CMA Summit 2012
MAY 16, 2012VOICE OF THE CUSTOMER.
360 View of the Customer Historical Data Support tickets Order history Contact Data Contact Information Lead source Win/Loss Evaluation Overall Satisfaction Support Experience Event Feedback Product Enhancement Voice of the Customer Data Feedback
92% of Canadians conducting research online would use it to purchase a product in a store
50%At end of 2010 of Canadians `Liked` or became a fan of a page created by a brand, company or organization
76%By 2012 of Canadians `Liked` or became a fan of a page created by a brand, company or organization
45%In 2012 of Canadians have unliked, unsubscribed or otherwise elected to disengage from a brand’s social site or communications
But what hasn’t changed is… The need to get messages out to consumers The need to collect feedback to derive insights
Our Unique Perspective Customer Insight Digital Strategy Digital Design & Analytics & Planning & Emerging Media AskingCanadians™ Customer Experience (CX) Voice of the Customer Programs (VoC) Platforms
So emerges VOC Driven by Digital Management Experience and Social Technologies Provides a 360 degree Customer Critical to view of customers Grounded in data Actionable Insights and scientific method Faster, more Efficient and more Cost Effective than ever before
The three parts of VoC Identify key insights & turn them into action.ASKcustomers for their opinion andperspective in real-time ASKLISTENto what your customers are sayingabout your brand, products andservices in real-time. OBSERVE LISTENOBSERVEyour customers behaviour tounderstand how to enhance theircustomer experience.
Actionable Insights• Not just about just customer behaviour – it’s about understanding behaviour at any point along the customer journey• Not just about deriving insights that are actionable from the data- it’s about integrating data• Not about replacing decision making – it’s about enhancing decision making
Social Media Listening & Monthly ReportingCommunity Management
5 VoC Success Factors1. Accept that every consumer is DIGITAL and THEY control the conversation2. DON’T let technology lead3. Think BIG DATA and the INTEGRATION OF DATA4. VoC requires COLLABORATION5. VoC will improve CUSTOMER EXPERIENCE
THANKSfirstname.lastname@example.orgemail@example.com Adam Froman CEO, Delvinia