13. Use Online Tools to Collect Data
Paper Surveys
Time Consuming
Not Scalable
Expensive
Online Forms
Limited Question Types
Limited Analysis
Advanced Question Types
Advanced Analytics
Customer Service
Survey
Software
14. Data Utopia
14
What are you looking
for in a new car?Desired product features
Decision process
Do they have credit cards
Emphasize quality
OfferCOD
82%
Higher
quality
2%
Lower
cost
16%
No creditc
ard
Implicit
Data
Survey
Answers
Explicit
Data
15. Example: Everyone has seen the basic NPS
% Promoters - % Detractors Net Promoter Score
16. But shouldn’t NPS vary by attributes?
16
GenderAge LanguagesEmployment
Status
ExerciseInternet Usage Marital Status
GamingHousehold
Income
LocationEthnicity EducationIndustry Devices
18. • If A & B
• If A & B & C
• Examples:
• Women over 70 that run marathons
Millennials with Snapchat but not Facebook
Think about double pivot and triple pivot
18
25. 25
• Simple-to-administer surveys eliminate the
need to create webpages and forms for each
new survey – saving ANA time and money
• Customer feedback about ANA’s Facebook
page and “ANA Latte” travel website guides
content development and increases
engagement
• Surveys on ANA’s Business Class and
Boeing 787 services help gauge customer
response to new products
27. • General managers are able to obtain
immediate access to feedback data and utilize
them efficiently
• Immediate responses are able to improve
guest loyalty and memorable stay experience
• Managers can use feedback data to improve
their overall satisfaction scores
27
29. • Discovered viral content which drew in media
coverage of their event
• Measured the concerns of local citizens when it
came to clean toilets in Singapore and the rating
system created by RAS
• Established a benchmark on awareness of their
cause to now grow against
29
31. 1. Don’t leave customer analysis to just large scale
anonymized data sets
1. Customer satisfaction might be the last item people
use to make a purchase decision, but a bad
customer experience will be the first thing they talk
about
2. Create a culture of asking. Use every customer
touch point to gain real feedback.
Bonus: People will answer the most sensitive
questions if you ask right
Key points to remember
32. Email me for slides:
elis@surveymonkey.com
Or see them on my blog: elischwartz.co