Professional Documents
Culture Documents
Richard Sedley
Richard Sedley
Commercial Director Foviance
Question 1
50%+
Question 2
Extremely valuable
43% 12%
Very valuable
33% 27%
Neutral
15% 30%
Somewhat valuable
8% 28%
0%
3%
Base: Customer experience professionals who work at organisations with VoC programmes currently in place
CUSTOMER ENGAGEMENT
is the best measure of current and future performance; an engaged relationship is probably the only guarantee for a future return on your organisations objectives.
1st Annual Customer Engagement Report. Published 2006
Definition
CUSTOMER ENGAGEMENT
Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service)
Question 3
ONE
SIX
Yes
X
No
Thinking about your experience today. On a scale of 1-10, where 1 is negative and 10 is positive, how likely would you be to recommend us to your Grandmother?
Select an option
Tip 1.
Dont make me think.
Understanding
Listening
Recognition chain
Recognition chain
Screen 1
Yes
X
No
Screen 2 1,450 people have answered this question in the last 30 days
950 550
Were sorry youre Grandmother wont be hearing about us. We promise well try harder in the future. At the moment we have 33 projects running to improve our website. Find out more
Yes
No
Tip 2.
Recognition is the basis of any engaged relationship. Always provide feedback on the feedback.
Screen 1
Yes
X
No
Screen 2
Oh no. Previous customers that havent wanted to recommend us have found these useful If you can tell us a bit about why you wouldnt recommend us well try and improve.
How to sign up Changing contract How to top-up
Tip 3.
Approaching VoC as purely an insight programme is a wasted opportunity. Incorporate help, advice and potentially entertainment into your programme.
Flow
A psychological state where a person is fully immersed and focused on an activity or task. Mihly Cskszentmihlyi
high Arousal Anxiety
Flow
Challenge
Worry
Control
Relaxation
high
Variable reinforcement
Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.
high Variable intervals Variable rewards Engagement
Fixed interval
Regular reward low short
Time
long
Tip 4.
Sometimes engagement is about tunnelling for ease of use, sometimes its about challenge. Dont be scared to treat customers differently and reward them randomly.
Tip 5.
Sometimes people find things they enjoy easy. Make your VoC programme the best thing about your company?
Yes No
Tip 6.
Customers want to know they are engaging with a best of breed company. Use your VoCP to represent your companys brand values and express aspiration yours and your customers.
Tip 7.
Make your Voice of Customer Programme less about research and more about engagement. Create a customer-centric VoCP in order to maximise business value