At the eMetrics Tour event in Montreal, Lane Cochrane, VP research @ iPerceptions, introduced the audience to Voice of Customer (VoC). Digital analysts attending the event were presented examples of how attitudinal and behavioral data integration can lead to actionable insights. Learn more at http://www.iperceptions.com.
2. About us
iPerceptions offers the most complete SAAS-based multi-channel
Voice of Customer solution suite. iPerceptions’ headquarters and R&D
center is located in Montreal and also has sales offices in Toronto.
12
Years
VoC SOLUTION SUITE
• Experience and satisfaction tracking (on-line and on-location surveys) 60
• Customer feedback (on-line and on-location comment cards) Employees
• Competitive intelligence (brand panels and panel recruitment)
•
•
Market research, insight and usability Services
Global benchmark for overall site satisfaction & task completion
30
Industry
Verticals
2
4. Voice of Customer Analytics (VoC)
“We have only 2 sources
Agenda: of competitive
advantage—learning
• The VoC landscape more about customers
• Starting points faster than competitors
and turning that learning
• Practical examples into action faster than the
competitors.”
Jack Welch, former CEO
General Electric
4
5. The Landscape
“A true permission based on-exit
survey that provides an easy to
Let’s start here… deploy, easy to use and easier still to
analyze framework to answer 4
Mobile survey Site survey questions that no website owner
can live without.”
– Avinash Kaushik, Author: Web
Twitter Analytics 2.0
Cart abandonemnt
survey
Site Comment Card
Broad Focused
6. Just Ask
Voice of Customer
the most important
questions companies can
ask their visitors:
1. Based on today’s visit, how would you
rate your site experience overall?
2. What was the primary purpose of your
visit?
3. Were you able to complete the purpose
of your visit today?
4.a (If No) Please tell us why you were not
able to fully complete the purpose of
your visit today?
4.b (If Yes) What do you value most about
the [company] website?
6
7. A More Insightful Conversion Funnel
Task
Completion
Rate:
Engaged Visitors
39% 84%
LEARN
SHOP 20% 69%
BUY
17% 61%
14% 62%
Support
Other 10% 57%
9. Benchmarks your Metrics
Compare sites within an industry or grouping
Compare site types
Follow the market
10. Tracking the Source of your Convertible Traffic
Channel of influence vs consideration stage
Shopping process stage
Completely open Starting to Currently Close to making Completely made
establish the list researching the final decision up my mind
I routinely visit the site 18% 24% 32% 36% 44%
Online search 17% 17% 17% 17% 15%
Friend / family 8% 9% 7% 7% 5%
[company] email 9% 7% 7% 6% 6%
TV ad 5% 7% 5% 4% 3%
News / press release 4% 6% 5% 3% 3%
Online ad 7% 5% 4% 3% 4%
Third party review sites 3% 3% 2% 4% 2%
Other [category] site 2% 3% 2% 2% 1%
Magazine/Newspaper ad 2% 2% 3% 1% 1%
Social media sites 3% 2% 2% 2% 2%
Direct mail 2% 1% 1% 1% 1%
11. Marketing Activity from Two Perspectives
VoC adds more points of evaluation for
marketing activity…
Target Stage: Shop / Purchase Integration Opportunity –
Profile Learn Horizon Campaign Evaluation
Paid 72% 42% 2.2
Organic 69% 33% 2.7
Last touch channel
7.0
Consideration
Email
Banner
Paid
6.0 Search Partners
Natural
Search
Internal Direct Product pages
campaign
5.0 Other
Campaigns
Direct Mail
Microsites
4.0
0.0 5.0 10.0 15.0 20.0
Conversion
12. Mapping the Experience in Two Perspectives
Site section by dimension Play
Demographics
Watch
Under 25 44%
Male 74%
Satisfaction Key drivers
Homepage Female 26% Tool Evaluation
Time on site
Kids - yes 23%
AB Testing Integration
Likelihood to return
Yes 92%
News
Content Evaluation
Misc Explore Play
Shop Demographics
Under 25 3%
News Male 88%
Female 12%
Kids - yes 14%
7.0 7.2 7.4 7.6 7.8 8.0 8.2 8.4
Likelihood to return
Overall Experience Yes 90%
12
13. Models – Quantifying Impact, Measuring Return
Predictive Models to focus - quantify impact
Change in
Consideration
Transactions
Purpose of Visit
Facebook likes
Task Completion
Discovery
14. 4Q – Just a Starting Point
Impact on
Customer Experience Disposition
Engagement Purchase
Satisfaction Management Funnel
Intent
Brand Segmentation Channel Campaign Competitive
Alignment / Persona Evaluation Measurement Considerations
Content Tool 4Q Task Cart Usability / UX
Optimization Evaluation Completion Abandonment Optimization
Bug Barrier Churn Acquisition
Support
Reporting Elimination Mitigation Support
Feature Brand Persona- Campaign Marketing
Improvement Building lization Targeting Optimization