This presentation gives best practice advice on gathering, analysing and interpreting customer data and the Voice of Customer effectively. From this presentation you can get the methods you need for listening your customers in a meaningful way. Contents of the presentation: - Introduction - Tools for successful customer data strategy * Sampling * Governance * Data collection * Single View of the customer - Operational and Strategic Improvements - Role-based reporting - Customer-view to data collection - Evaluation of cyberspace discussions for customer data - Measuring customer web activity (clicks, retweets, likes) - Summary This information is applicable to Net Promoter Score, Customer Satisfaction and other related programmes also. Contact me at http://linkedin.com/in/janneohtonen to discuss your unique situation further.

1. Gather, Analyse And
Interpret Customer
Data Effectively
Janne Ohtonen
Chief Customer Experience Officer
http://linkedin.com/in/janneohtonen

2. Content
• Introduction
• Tools For Successful Customer Data Strategy
• Sampling
• Governance
• Data Collection
• Single View Of The Customer
• Operational And Strategic Improvements
• Role-Based Reporting
• Customer-View To Data Collection
• Evaluation Of Cyberspace Discussions For Customer Data
• Measuring Customer Web Activity (Clicks, Retweets, Likes)
• Summary
(c) Janne Ohtonen 2014.

3. Janne Ohtonen
• Bachelor of Engineering, Bachelor of
Science, Master of Natural Sciences,
Doctor of Philosophy (2015)
• CEM Expert, thought leader and a
published author
• Before that Business Coach,
Enterprise Architect and Software
Designer
http://linkedin.com/in/janneohtonen
(c) Janne Ohtonen 2014.

4. Basis for a Successful
Customer Data Sampling Strategy
Biggest Financial Value,
Biggest Voice!
LOW MEDIUM HIGH
LOW MEDIUM HIGH
Amount Of Revenue & Profit Produced
B2B
Decision-Making Authority
Frequency Of Purchase
Recency Of Purchase
B2C
Smallest Financial Value,
Smallest Voice
More about RFM model: http://en.wikipedia.org/wiki/RFM_(customer_value)

5. But, why wouldn’t
the voice of
every
customer matter?
(c) Janne Ohtonen 2014.

6. Which Company & Representative
should have the biggest voice?
Company A
(Revenue £100k, Profit £20k)
CEO
Team Leader
Employee
Company B
(Revenue £80k, Profit £40k)
Director
Manager
Bio Statistician
Company C
(Revenue £150k, Profit £30k)
Research Scientist
Research Associate
Lab Technician
Company D
(Revenue £200k, Profit £14k)
Board Member
Clinical Data Manager
Quality Assurance Specialist
(c) Janne Ohtonen 2014.

7. Which Company & Representative
should have the biggest voice?
Company A
(Revenue £100k, Profit £20k)
CEO
Team Leader
Employee
Company B
(Revenue £80k, Profit £40k)
Director
Manager
Bio Statistician
Company C
(Revenue £150k, Profit £30k)
Research Scientist
Research Associate
Lab Technician
Company D
(Revenue £200k, Profit £14k)
Board Member
Clinical Data Manager
Quality Assurance Specialist
(c) Janne Ohtonen 2014.

8. Which Customer should have
the biggest voice?
Customer A
Frequency of purchase: weekly
Recency of purchase: This week
Average purchase: £40
Customer B
Frequency of purchase: Monthly
Recency of purchase: 2 months ago
Average purchase: £300
Customer C
Frequency of purchase: twice a month
Recency of purchase: 4 months ago
Average purchase: £150
Customer D
Frequency of purchase: twice a year
Recency of purchase: 1 month ago
Average purchase: £100
(c) Janne Ohtonen 2014.

9. Which Customer should have
the biggest voice?
Customer A
Frequency of purchase: weekly
Recency of purchase: This week
Average purchase: £40
Customer B
Frequency of purchase: Monthly
Recency of purchase: 2 months ago
Average purchase: £300
Customer C
Frequency of purchase: twice a month
Recency of purchase: 4 months ago
Average purchase: £150
Customer D
Frequency of purchase: twice a year
Recency of purchase: 1 month ago
Average purchase: £100
(c) Janne Ohtonen 2014.

10. Customer Data Strategy Governance
Customer Data /
Insight Manager
Customer Data /
Insight Team
CIO / CCO / CCEO
OWNERS
Provide Insights,
Communicating,
Steering Actions
SPONSORS
Executives
Directors
Board
Define Vision,
Mission and Strategy,
Empowerment
ACCOUNTABILITY
Business Function
Leaders
Customer Champions
Country / Area
Leaders
Express Data Needs,
Use Insights,
Take Actions
(c) Janne Ohtonen 2014.

11. Single View of the Customer
Customer Master Database, which
gives a holistic view of the customer:
• Customer View
• Employee View
• Operational Data
• Financial Data
(c) Janne Ohtonen 2014.

12. Customer Data Collection From
Different Sources
Customer
Master
Database
Customer View
Strategy
Design
Collection
Close Loop
Employee View
Financial Data
Revenue / Purchases
Profit, Tenure, etc…
Operational Data
Processes
KPI’s
Logs / Metrics
etc…
ONE VIEW
Insight into Action!
Utilise ‘single view’ of the
customer to identify areas where
the company can make
improvements and turn that
insight into meaningful action!
(c) Janne Ohtonen 2014.

13. Choose The Right Tools for
Customer Data Collection
Short
Surveys
Long
Surveys
Face to Face
Interviews
Calls Unsolicited
Feedback
Quantifyable ✔ ✔ ✗ ✗ ✔
Objective ✔ ✔ ✗ ✗ ✗
Scaleable ✔ ✔ ✗ ✗ ✔
Expensive ✗ ✗ ✔ ✔ ✔ / ✗
Enjoyable ✔ ✗ ✔ ✗ ✔ / ✗
Exploratory ✗ ✗ ✔ ✔ ✗
“Customer
Pulse”
Market
Research
Understand
Deeper
Acquire
Information
Listen &
Engage
(c) Janne Ohtonen 2014.

14. Operational and Strategic
Improvements Based on Customer Data
Company Vision &
Strategic
Improvement
Fix Root Causes
Operational
Improvement
Change Culture
Fix Problems
Customer
Centricity
On Individual
Customer Level
Across Business
Functional
Levels
Mission &
Strategies
On Company-wide
Level & Leadership
(c) Janne Ohtonen 2014.

15. Role-based Interpretation
and Reporting of Customer Data
Who? Why? What? How?
Board, Executives,
Directors
To lead according to
vision and mission
Focus on the whole
customer base
organisation-wide
Communications,
company culture,
market environment
Country & Area
Leaders / Business
Function Managers
To lead strategically
and operationally
Focus on chosen
customer segments
and business
propositions
Strategic and
operational
improvements based
in customer data
Account
Management / Sales
People
To maximise
customer lifetime
value
Focus on strategic
accounts and best
customers
Account reviews and
value propositions
based on customer
metrics
Customer Service /
Operations /
Employees
To produce maximum
benefits and value
Focus on personal
performance and
individual customers
Progress updates and
improvements,
personal KPI’s
(c) Janne Ohtonen 2014.

16. A Customer View of Data
Strategy and Collection
How does your data collection
genuinely benefit me personally?
Is my data safe?
Who gets access to my data?
How can I be removed?
(c) Janne Ohtonen 2014.

17. Evaluation Of Cyberspace
Discussions For Customer Data
What’s The Point? How To Get Started?
• You listening in doesn’t take
any effort from the
customer (reducing
feedback touch points)
• A huge resource of
unsolicited feedback
available online
• Genuine opinions and
discussions (if you can find
them amongst the noise)
• Create a strategy for
programme: identify,
monitor, engage and lead
• Identify where your clients
have the most discussions:
social media, apps, review
websites, etc.
• Have a really sophisticated
system that can generate
insight from the data
Pitfalls To Avoid!
• Understand really well what
that data and insight can
tell you and what not.
• Do not break any moral or
ethical rules or laws!
• Be careful of over-promises
and unrealistic
expectations set by
software vendors
(c) Janne Ohtonen 2014.

18. Measuring Customer Web Activity
(1/5)
1. Volume
It’s important to measure the number of messages about your brand,
as well as the number of people talking about your brand, and track
how both of those numbers change over time.
Source: https://blog.kissmetrics.com/essential-social-media-metrics/

19. Measuring Customer Web Activity
(2/5)
2. Reach
Reach measures the spread of a social media conversation. On its
own, reach can help you understand the context for your content.
How far is your content disseminating and how big is the audience for
your message? Reach is a measure of potential audience size.
Source: https://blog.kissmetrics.com/essential-social-media-metrics/

20. Measuring Customer Web Activity
(3/5)
3. Engagement
How are people participating in the conversation about your brand?
What are they doing to spread your content and engage with the
Source: https://blog.kissmetrics.com/essential-social-media-metrics/
topic?

21. Measuring Customer Web Activity
(4/5)
4. Influence
Who is talking about your brand and what kind of impact do they have?
Audience size does not necessarily relate to influence. Just because
someone has a lot of friends or followers, that does not mean they
can encourage those followers to actually do anything.
Source: https://blog.kissmetrics.com/essential-social-media-metrics/

22. Measuring Customer Web Activity
(5/5)
5. Share of Voice
How does the conversation about your brand compare to
conversations about your competitors? Determine what percentage
of the overall conversation about your industry is focused on your
brand compared to your main competitors.
Source: https://blog.kissmetrics.com/essential-social-media-metrics/

23. Summary
• Focus on collecting data from the most valuable customers, IF you
can’t listen to them all
• Start with strategy (purpose) for customer data and then design
the customer data programme to be as valuable as possible. Then
keep on improving it!
• Minimise the effort and maximise the value for the customer.
Gather, analyse and interpret customer data effectively by
identifying, monitor, engaging and leading the conversations
with your customers and reporting the insights back to your
workforce in a meaningful and personal way!
(c) Janne Ohtonen 2014.

24. Thank You!
Connect with me at
http://linkedin.com/in/janneohtonen
for more customer data insights!
(c) Janne Ohtonen 2014.