In the era of immediacy, customers are more demanding than ever and driving the need for fast and frequent voice of the customer insights. If organizations don't listen and improve, customers will go elsewhere. Join featured speaker Maxie Schmidt-Subramanian of Forrester Research Inc. and Qualtrics experts, as they share the latest research and best practices around voice of the customer (VoC) programs. Specifically, they'll dive into tips and techniques you can apply to ensure your customer's voice is heard and your products and services are continuously improved.

1. Voice of the Customer Best Practices:
Characteristics of the Most Innovative VoC Programs

2. Twitter
Get
involved
with
live
tweets,
share
your
insights,
and
connect
with
other
insight
seekers.

3. Agenda
Introductions
Maxie Schmidt-Subramanian
VoC Best Practices
VoC Success Stories
Q&A

4. Featured Speaker:
Maxie Schmidt-Subramanian
Senior Analyst
Forrester Research Inc.
Dani Wanderer
Head of Marketing
Qualtrics
Ryan Nelsen
Product Marketing
Qualtrics
Presenters

5. Qualtrics At-a-Glance

6. Single,
unified
Insight
Pla2orm
The Qualtrics Insight Platform

7. Qualtrics VoC Focus

8. Maxie Schmidt-Subramanian
Senior Analyst Serving Customer Experience Professionals

9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9
Agenda
› Why VoC is so critical for CX
› VoC challenges and how companies
have overcome them
› Recommendations

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Source: Forrester report “Competitive Strategy In The Age Of The Customer”
We have entered the age of the customer

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Mr. Happy Mr. Grumpy
How customers perceive their interactions
with your company
Customer experience

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Customer Experience Maturity
Repair
Elevate
Optimize
Differentiate
The extent to which an organization routinely performs the practices
required to design, implement, and manage customer experience in a
disciplined way.

13. Voice of customer gives companies
direction

14. Effective VoC programs improve
customer experience by making
customer feedback an integral part
of a company’s decisions

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$ 750 million
annual savings
25% higher
satisfaction
Effective VoC programs drive success

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Effective VoC programs don’t only listen
but accomplish four key tasks
Customer
feedback
React
InterpretMonitor
Listen
ü Insights
ü Metrics

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Agenda
› Why VoC is so critical for CX
› VoC challenges and how companies
have overcome them
› Recommendations

18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18

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Base: 141 global B2B and B2C companies with VoC programs.
Source: Q2 2014 Global State of Voice of Customer Programs Online Survey
VoC programs still aren’t embedded in
the organization
40% 35% 34%
64%
Active
executive
support
Employee
incentives/
performance
reviews
Embraced by
employees
Adequate
resources
Input for
CX design
41%

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Base: 141 global B2B and B2C companies with VoC programs.
Source: Q2 2014 Global State of Voice of Customer Programs Online Survey
71%Our VoC program is
not successful in driving action

21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21
No need for improvement Some need for improvement Significant need for improvement
React
InterpretMonitor
ListenListen
• Focus on surveys
• Squander unstructured
feedback
• Don’t listen to
employees
Interpret
• Have a fragmented
picture of CX
• Favor push reporting
• Don’t share literal
voice of customer
• Not all share with
frontline
React
• Not all close the loop
• Lack prioritization
• Lack processes
Monitor
• Aren’t measuring
success

22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22
Four design principles for VoC programs
1. Take the customers’ perspective. No, really!
2. Get the true “insight” scoop
3. Make calls and drive follow through
4. Show why it’s worth it

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Be customer-centric when collecting
feedback
Surveys
(structured
questions)
Surveys
(open comments)
Star ratings,
behaviors (event
and transaction
data)
Complaints, Online
reviews, Facebook,
Calls, Emails
Solicited
Structured Unstructured
Unsolicited

24. Involve employees: Red Robin reduced turn-
around time for a new burger recipe by 95%

25. Integrate multiple data sources to find
details behind issues and solutions

26. Be stakeholder-centric when sharing
information: GE Healthcare

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Source: Sage
Prioritize improvements: Sage
Software’s CX Optimizer
CX VOC funnel
Calibrated and ranked for:
1. CX/Brand Impact
2. NPS/CSAT Synergy
3. Magnitude/Frequency
4. Revenue/Margin Impact
Prioritization
Score
80 - 100
60 - 79
40 - 59
20 - 39
0 - 19
Recommendation
Critical Recommendation
Strong Recommendation
Recommendation
Suggestion
Point of Interest
Action
Findings are
assigned to
product teams,
CX Council, and
Architecture
Advocacy Council
for resolution
Triangulate findings
from different
sources

28. Develop an accepted business case: CFO-
certified ROI model for AT&T Mobility

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Agenda
› Why VoC is so critical for CX
› VoC challenges and how companies
have overcome them
› Recommendations

30. © 2014 Forrester Research, Inc. Reproduction Prohibited 30
Understand the customer journey and
the underlying CX ecosystem
Frontline
Backstage
And how your
VoC program
ties into both

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Use journey-dashboards to monitor CX
performance. Example Elsevier

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Team up with process improvement
teams to embed VoC in the business
React
InterpretMonitor
Listen

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Go full-circle and establish success measure-
ment early on
Customer experience
metrics
Revenue / Cost
implications

34. Thank you
Maxie Schmidt-Subramanian, Ph.D
Senior Analyst serving Customer Experience Professionals
v mschmidt@forrester.com
v +1 617.613.6746
v @maxieschmidt
v blogs.forrester.com/maxie_schmidt_subramanianb

35. Customer Success

36. 1. Keep it simple
– < 5 questions on transactional surveys
– < 5 minutes on relational surveys
2. Focus on the relationship
– Transactions build relationships
3. Create continuous (not annual) metrics
– But keep non-transactional customer requests to < 2/year!
Voice of the Customer
Best Practices

37. 4. Analyze for drivers, don’t ask
for them
– E.g. ask about the service and product
experience instead of asking
customers to rank service vs. product
5. Look for meaningful
differences
– Don’t jump the gun on minor
fluctuations
Voice of the Customer
Best Practices

38. 6. Read verbatim responses
– Build customer empathy
– Discover new drivers of satisfaction
7. Follow up with detractors in real-time
Voice of the Customer
Best Practices

39. Use Qualtrics to power their entire Voice of the Customer program
Convert feedback from 30 million annual travelers into real, impactful
changes for the traveler and the employee.
• Identify issues at the macro level and solve issues at the micro level
“The
airline
business
changes
everyday.
JetBlue
needed
a
partner
who
could
be
fluid.
Qualtrics
helps
us
be
innova?ve,
capture
the
voice
of
the
customer
and
make
impacBul
changes
in
this
fast-­‐
paced
industry.
Now
with
our
voice
of
the
customer
program
running
on
Qualtrics,
we
are
more
customer-­‐driven
than
ever
before.”
-­‐
JetBlue
Highest
in
customer
sa8sfac8on
among
Low-­‐Cost
Carriers
in
North
America,
Ten
Years
in
a
Row.
–
J.D.
Power

40. • Post-transactional VoC
• Brief survey asking:
– Overall satisfaction, likelihood to shop again, store cleanliness, staff
friendliness, finding the right size
• Store manager sees every response
– If score is below threshold, district and regional managers get real-time
alert
• Utilize role-based dashboards for store, district and region
Recent discovery: Dressing room cleanliness was mentioned
repeatedly in open end responses. They easily modified the
survey to uncover root cause.

41. Questions?