You are on page 1of 10

breakfast habits change as they grow

older. Take hot cereal as an example, there is a clear relationship between age and consumption incidence:

• 15-24 years old: 37% • 25-34 years old: 45% • 35-49 years old: 53% • 50-64 years old: 64%

[insert chart?]

The percentage of those aged 50-64

consuming hot cereal for breakfast is

1.7 times that of the younger generation (aged 15-24)! The greatness of hot

cereal is not to be denied and much

appreciated by the older clan. As one becomes older, a lower cholesterol diet

is preferred for health and well-being,

making hot cereal the ideal choice over

others.

YOU ARE WHAT YOU EAT

The younger generations (15-24s) in Hong Kong have specific needs and

wants. In the past, milk may not have

been a popular food item in Asia,

however, 64% of this younger segment

now regularly drink milk in the morning

(and 29% have yoghurt drinks) – the

highest rate among all age groups. They are also the most likely to eat cold

cereals or even dim sum (both 49%).

Isotonic and energy drinks, which have become a trend in the West over the

last decade, are also most popular with

this group, with 22% drinking it regularly

for breakfast. By contrast, the more

‘traditional’ drinks such as tea (48%) and coffee (34%) are less popular with them,

although still at a reasonably high level. [insert chart?]

The next group (25-34s), having proudly

grown up and leading an active life,

Effectively Managing your Customers’ Experiences through Enterprise Feedback Management

Ipsos Hong Kong Thought Piece

2014

sees small changes in their breakfast

habits; a bit less milk (58%) or fruit and vegetables (34% – lowest score among all age groups). Instead they drink more coffee (38%), could be as wake-up

routine, as stimulant to cope with their busy lifestyle; and interestingly, more

yoghurt (26% – most consumed within this age group).

[insert chart?]

Age brings more responsibilities – and more stress, too, to the 35-49 year olds.

breakfast habits change as they grow older. Take hot cereal as an example, there is a
   
 

There has been

improvement. partner 2. A 1.
improvement.
partner
2.
A
1.
much talk about
much talk about
much talk about

Enterprise Feedback Management in

recent times, but to many, it may be

difficult to understand how to achieve

real business success with it.

This paper is designed to provide

an overview and explain how, when

deployed correctly, it can significantly benefit customer-facing organizations.

First, let’s clarify what EFM is. Effective

EFM requires two main components:

A software platform responsible for handling customer sample, distributing survey invitations, collecting data and reporting information relevant to user role.

implementation assist to
implementation
assist
to

company

throughout EFM

and ongoing delivery with tasks such as face-to-face reviews and data interpretation with insight and actionable recommendations for

Get with the times… In today’s day and age, traditional forms of customer experience measurement are
Get with the times…
In today’s day and age, traditional forms
of customer experience measurement
are becoming less useful than they
once were. When I say ‘traditional
forms’, I refer to lengthy questionnaires
(50/60/70 + questions) conducted
through either a face-to-face or
telephone interview and deployed once,
twice or maybe three times per year.
More and more customers do not
have the time or inclination to complete
surveys of this nature and such
infrequent data prevents a business
from being able to be nimble and
act quickly. Such extended forms of
customer engagement can also reflect
negatively on a brand. Compare for
instance, the two following examples:
1.
An interviewer calling you up in the
evening, requesting
30
minutes
of
your
time
to
run through a
questionnaire.
2.
An SMS sent to you within a few
minutes
of
your
last
interaction
asking
you
just
two
or
three
questions.
1
1
One is delayed, intrusive (likely to be Democratize your data throughout the organization, this will interrupting
One is delayed, intrusive (likely to be
Democratize your data
throughout the organization, this will
interrupting your dinner) and lengthy,
whereas the other is prompt,
unintrusive and quick.
be
a
slow
process – often simply
Having worked in Market Research for
due to the size of many of our clients.
At Ipsos, we work with a major Global
Bank to measure the customer
experience being delivered by more
some time and having delivered studies
for many different clients, there has
often been one thing that has frustrated
me: what is done with the information?
EFM delivers the data in real-time to
hundreds, if not thousands of people
throughout
the
Enterprise,
all
the
way
from
the
CEO to the front line
than 3,000 contact center agents. We
We present the data back, heads in
teams
interacting
with
customers
do this by a) asking the customer if they
wish to participate and b) for those who
opted in, sending them an outbound
the
audience
nod,
but
all
too often
every
single
day. This
is achieved
that data serves to feed a scorecard,
via
a
scalable,
online reporting
rather
than
be
used
directly to
platform,
accessible
by
individuals
SMS asking them two questions about
make a
change for the better. Even
throughout
the
entire
organization.
their recent experience.
if
the
findings
are
disseminated
It’s possible for everyone to
We collect in the region of 15,000
surveys per month for this client with an
average response rate of 12%. What’s
more, their Net Promoter Score (NPS)
has increased from the low 20s to the
high 40s since the study began.
This is a great example of a forward
thinking organization that recognized
the need to engage with their customers
in a modern and appropriate way,
which serves to provide them with the
feedback they need without irritating
their customers.

2

their specific region specific shop manager will feedback at the
their specific region
specific
shop manager will
feedback at the
of their people
of their
people
and the Director of see data for their level relevant to
and the Director of see data for their level relevant to
and the Director of
see data for their
level relevant to
and the Director of see data for their level relevant to

have visibility of the customer

them. For example, a retail branch/

location, a regional manager for

Customer Experience, everything.

The data is democratized and as such,

have something in their hands

further enabling them to take ownership

area and the level of service

provided. The immediacy of both the

survey invitation and presentation of findings means data is recent, relevant and therefore actionable.

Consider the example of a team leader in a contact center who would typically

have approximately 10 people in his/ her team. One study could take place

periodically – let’s say once per quarter

through telephone interviews. The data

would typically require analysis before

a report can be produced and as such,

they may receive visibility of the findings

approximately six weeks after the research was undertaken.

teams straight and congratulate front of their peers in exceptional service. event negative of can speak

teams

straight

 

and

congratulate

front

of their

peers

in

exceptional

service.

event

negative

of

can speak one on

what went

wrong

illustrate how this properties example Chain 4,000 allow Hotel life, me To 10 of to a
illustrate how this
properties
example
Chain
4,000
allow
Hotel
life,
me
To
10
of
to
a
customer for their
customer
for their
one to others individuals in the event feedback, Equally, desired identify they the an of in
one to others
individuals in
the event
feedback,
Equally,
desired
identify
they
the
an
of
in
if
another a Top world. share looks more ours: real- than the in
another
a Top
world.
share
looks
more
ours:
real-
than
the
in

Then on the other hand, consider the same team leader having their own access to an online, real-time platform

showing customer feedback team immediately after the

has completed the survey. Imagine how

valuable that is for the team leader!

They can provide feedback to their

away

when needed to try and understand

and

opportunity for learning and retraining.

It provides them with the necessary data, from which to more effectively manage their teams and the level of customer service being provided.

client of

with

across

The immediacy means data is recent, relevant and therefore actionable.
The immediacy
means data is
recent, relevant
and therefore
actionable.
their specific region specific shop manager will feedback at the of their people and the Director
their specific region specific shop manager will feedback at the of their people and the Director
older. there including Heads of
older.
there
including
Heads of

breakfast habits change as they grow

For this organization, every single hotel

Take hot cereal as an example,

manager has access to their own data

is a clear relationship between age

Managers

and

and consumption incidence:

Assistant

• 15-24 years old: 37%

Departments. In total, this

chain has more than 10,000 reporting

• 25-34 years old: 45%

portal

users,

all

of whom

• 35-49 years old: 53%

access data

at

the level

view and

relevant to

• 50-64 years old: 64%

their

role. The

hotel managers see

data

[insert chart?]

for

their

property

whereas a

regional manager, for their region only.

The percentage of those aged 50-64

consuming hot cereal for breakfast is

feedback combined with automated

The

widespread

visibility

of

guest

1.7 times that of the younger generation

email notifications allows the company

(aged 15-24)! The greatness of hot

to be nimble and quick to act in the

cereal is not to be denied and much

appreciated by the older clan. As one becomes older, a lower cholesterol diet is preferred for
appreciated by the older clan. As one
becomes older, a lower cholesterol diet
is preferred for health and well-being,
Relevant people
within the chain
are now in a
position to do
something quickly
making hot cereal the ideal choice over
others.
YOU ARE WHAT YOU EAT
The younger generations (15-24s) in
Hong Kong have specific needs and
wants. In the past, milk may not have
been a popular food item in Asia,
however, 64% of this younger segment
now regularly drink milk in the morning
(and 29% have yoghurt drinks) – the
highest rate among all age groups. They are also the most likely to eat cold event
highest rate among all age groups.
They are also the most likely to eat cold
event
of
any
negative
feedback
-
How
long
have
they
been
coming through. Relevant people
customers?
cereals or even dim sum (both 49%).
within the chain are now in a position
Isotonic and energy drinks, which have
to
do something quickly, whether it
-
What products do they hold?
become a trend in the West over the
be
to
speak to the teams internally
last decade, are also most popular with
or proactively contact the customer
-
How much do they spend?
this group, with 22% drinking it regularly
to
resolve
the
outstanding
issue.
for breakfast. By contrast, the more
The above seven additional pieces of
‘traditional’ drinks such as tea (48%) and
Stop looking at your customer
information would allow for a far more
feedback in isolation!
informed and holistic understanding
coffee (34%) are less popular with them,
of how to improve the situation. Days
although still
level.
So your data is telling you that 20%
and times of the week would allow for
[insert chart?]
of customers are dissatisfied with the
specific attention to those periods firstly.
overall level of service provided due to
The next group (25-34s), having proudly
a combination of reasons including rude
grown up and leading an active life,
staff and long wait times. This is a high
sees small changes in their breakfast
proportion of unhappy customers and
clearly something that needs to change,
habits; a bit less milk (58%) or fruit and
however there is plenty of information
vegetables (34% – lowest score among
that we still don’t know here…
all age groups). Instead they drink more
coffee (38%), could be as wake-up
For example:
routine, as stimulant to cope
busy lifestyle; and interestingly, more
-
Are there any specific days of the
yoghurt (26% – most consumed within
week when this feedback occurs?
this age group).
-
Any specific times of the day?
[insert chart?]
-
Which staff members / teams?
Age brings more responsibilities – and
more stress, too, to the 35-49 year olds.
-
Which customers are providing this
feedback?
Knowing which staff members would also focus subsequent actions to a The percentage of those aged

Knowing which staff members would

also focus subsequent actions to

a

The percentage of those aged 50-64

feedback received, allowing for

vital additional layers to the

relevant team specifically, and the four

pieces of CRM data would enable us to

accurate interpretation and subsequent,

on the most critical customers

and consumption incidence:

who impact our business first.

• 15-24 years old: 37%

• 35-49 years old: 53%

• 50-64 years old: 64%

• 25-34 years old: 45%

appropriate action.

context

focus in

chart?]

wider

[insert

adds

This

breakfast habits change as they grow

Knowing which staff members would also focus subsequent actions to a The percentage of those aged
Knowing which staff members would also focus subsequent actions to a The percentage of those aged
component Another context wider is
component
Another
context
wider
is

highest rate among all age groups.

media. this
media.
this

social

(both 49%). image and Customer important program. and
(both 49%).
image and
Customer
important
program.
and

older. Take hot cereal as an example,

They are also the most likely to eat cold

enabling

there is a clear relationship between age

In impact on a company’s therefore It’s an touchpoint to a within incorporate Experience
In
impact on a company’s
therefore
It’s
an
touchpoint
to
a
within
incorporate
Experience

Management

In impact on a company’s therefore It’s an touchpoint to a within incorporate Experience Management
In impact on a company’s therefore It’s an touchpoint to a within incorporate Experience Management
In impact on a company’s therefore It’s an touchpoint to a within incorporate Experience Management

Isotonic and energy drinks, which have

today’s world, many customers

become a trend in the West over the

choose to publicize their feelings via

last decade, are also most popular with

this method, which can have significant

this group, with 22% drinking it regularly

for breakfast. By contrast, the more

reputation in the marketplace.

‘traditional’ drinks such as tea (48%) and

coffee (34%) are less popular with them,

monitor

although still at a reasonably high level.

Returning to the example of our hotel

The next group (25-34s), having proudly

‘traditional’ drinks such as tea (48%) and coffee (34%) are less popular with them, monitor although

consuming hot cereal for breakfast is

1.7 times that of the younger generation

(aged 15-24)! The greatness of hot

cereal is not to be denied and much

grown up and leading an active life,

appreciated by the older clan. As one sees small changes in their breakfast becomes older, a
appreciated by the older clan. As one
sees small changes in their breakfast
becomes older, a lower cholesterol diet
habits; a bit less milk (58%) or fruit and
is preferred for health and well-being,
vegetables (34% – lowest score among
making hot cereal the ideal choice over
all age groups). Instead they drink more
others.
coffee (38%), could be as wake-up
routine, as stimulant to cope with their
YOU ARE WHAT YOU EAT
busy lifestyle; and interestingly, more
The younger generations (15-24s) in
yoghurt (26% – most consumed within
Hong Kong have specific needs and
this age group).
wants. In the past, milk may not have
[insert chart?]
been a popular food item in Asia,
however, 64% of this younger segment
Age brings more responsibilities – and
now regularly drink milk in the morning
more stress, too, to the 35-49 year olds.
(and 29% have yoghurt drinks) – the
Knowing which staff members would also focus subsequent actions to a The percentage of those aged
aspirational group. his/her property.
aspirational group.
his/her property.

throughout the world.

allowing them their customer
allowing them their customer
allowing them
their customer
allowing them their customer
allowing them their customer

client, this chain also monitors social

feedback for their properties, across

more than 30 online, review sites

They’re able to do this at location level,

meaning each hotel manager can see

social media feedback specifically for

Not only this, but the managers can also

monitor online feedback for competitors

meaning they are able to benchmark

their own performance with competitor

groups. This may be other hotels close-

by or it could perhaps be more of an

Through being able to view solicited

customer feedback (surveys) alongside

experiences.
experiences.

relevant CRM and Operational data in

addition to unsolicited feedback (social),

managers can truly receive a relevant

and universal data set,

to effectively manage

Through being able to view solicited customer feedback (surveys) alongside experiences. relevant CRM and Operational data
5
5
Immediate information allows for immediate action As touched upon previously, one component to EFM which is
Immediate information
allows for immediate action
As touched upon previously, one
component to EFM which is so different
to the ‘traditional forms’ is the amount
of time it takes to get the customer
feedback into the hands of the
business. Compare two months with
five minutes. One requires data to be
collected, keyed, extracted, analyzed
and presented. The other presents the
data back to the end user within five
minutes of the survey being completed.
In other words, in real-time.
This can be tremendously powerful as
individuals within client organizations
can do something with that data
immediately! And this brings me
to arguably
the most fundamental
characteristic of EFM: Management.
And I stress, Management, not
‘Measurement’.
Coupled with data being presented in
real-time, it’s also possible to configure
immediate email notifications tied to
specific question / responses. These
email alerts can be automatically sent
immediately and directly to individuals

6

within the company – thereby notifying Secondly, they can proactively them as soon as a customer
within the company – thereby notifying
Secondly, they can proactively
them as soon as a customer registers
contact the customer to either
a particular response (e.g. Very
apologize for the service received or
Dissatisfied or a low detractor response
resolve with their outstanding query.
within the NPS scale).
This is what we call Closed Loop
To illustrate how this works in real life, let
Feedback and when implemented
me take the example of another client of
correctly, the process by itself can have
ours – a large Global Insurer with more
a major impact through both increasing
than 5,000 Contact Centre agents.
Customer Satisfaction and reducing
Ipsos collect immediate feedback from
Customer Churn.
these customers using a multi-modal
methodology of ‘Outbound IVR’ and
Closed Loop Feedback, sometimes
‘Outbound SMS’.
referred to as Service Recovery is a
vital component to EFM and we always
The immediate invitation is deployed
recommend its inclusion due to the
within five minutes of the customer
impact we’ve seen it have within our
ending their conversation with the
clients organizations.
agent.
So, EFM can have a significant impact
If the customer rates 0 – 2 within the
on a tactical level, but the ‘Management’
0 – 10 NPS scale, an email alert is
part also applies in a Strategic
distributed to the team leader of the
standpoint.
agent the customer spoke to. Upon
receiving this email, the team leader can
We’ve found
Deep
Dive
do one of two things: they can speak to
Stakeholder Workshops to be
the agent in their team who handled that
especially beneficial. These workshops
customer to understand what may have
typically entail 10 – 20 key personnel
gone wrong on the call.
from the organization
to
be
in
one
room over the course of three
to
four hours
where
we
run
through a
off-line and dive into the true reasons behind why customers are saying what they’re saying. A
off-line and dive into the true reasons
behind why customers are saying what
they’re saying.
A workshop such as this requires
facilitation and organization in order to
focus participants in the right direction,
but when run well, they can play a very
important role in driving performance
upwards.
As illustrated, EFM can truly help
organizations change their game, both
in terms of raising the level of customer
service delivered and in driving
customer centricity across all employees
throughout the Enterprise.
We’re able to assist our clients in
staying ahead of the competition
through allowing them to listen and
analyze customer Feedback as
soon as it comes in. And last but not
least, through a combination of Service
Recovery and Strategic Workshops, the
effective Management of customer
experience is now made possible.

EFM can truly help organizations change their game

detailed review of the last few months

of collected data and analyze what it’s

telling us. Having all the stakeholders

together in one room allows for a

productive discussion where reasons

behind the findings can be explored

and processes can be examined

– particularly those that appear to be

causing pain for customers.

Although the real-time data is great

from an ‘on-the-ground’ standpoint, it’s

also important to periodically take a step

back and digest the trends and findings

off-line and dive into the true reasons behind why customers are saying what they’re saying. A

breakfast habits change as they grow

older. Take hot cereal as an example,

there is a clear relationship between age

and consumption incidence:

• 15-24 years old: 37%

• 25-34 years old: 45%

• 35-49 years old: 53%

Richard Korn

highest rate among all age groups.

breakfast habits change as they grow older. Take hot cereal as an example, there is a

Client Director, EFM

They are also the most likely to eat cold

Ipsos Loyalty

cereals or even dim sum (both 49%).

Isotonic and energy drinks, which have

richard.korn

become a trend in the West over the

@ipsos.com

last decade, are also most popular with

this group, with 22% drinking it regularly

• 50-64 years old: 64%

[insert chart?]

for breakfast. By contrast, the more

About Ipsos Loyalty:

‘traditional’ drinks such as tea (48%) and

coffee (34%) are less popular with them,

The percentage of those aged 50-64

consuming hot cereal for breakfast is

although still at a reasonably high level.

Ipsos Loyalty is the global leader in customer experience, satisfaction and loyalty research with

[insert chart?]

over 1,000 dedicated professionals located in over 40 countries around the world. Our creative

1.7 times that of the younger generation

solutions build strong relationships which lead to better results for our clients. This has made

(aged 15-24)! The greatness of hot

cereal is not to be denied and much

us the trusted advisor to the world’s leading businesses on all matters relating to measuring,

The next group (25-34s), having proudly

modeling, and managing customer and employee relationships.

grown up and leading an active life,

appreciated by the older clan. As one

becomes older, a lower cholesterol diet

sees small changes in their breakfast

About Ipsos:

habits; a bit less milk (58%) or fruit and

is preferred for health and well-being,

making hot cereal the ideal choice over

Ipsos is an independent market research company controlled and managed by research

all age groups). Instead they drink more

vegetables (34% – lowest score among

professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group

others.

coffee (38%), could be as wake-up

with a strong presence in all key markets.

routine, as stimulant to cope with their

In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s

YOU ARE WHAT YOU EAT

The younger generations (15-24s) in

Hong Kong have specific needs and

third largest market research company. With offices in 87 countries, Ipsos delivers insightful

busy lifestyle; and interestingly, more

expertise across six research specializations: advertising, customer loyalty, marketing, media,

yoghurt (26% – most consumed within

public affairs research, and survey management.

this age group).

wants. In the past, milk may not have

[insert chart?]

been a popular food item in Asia,

however, 64% of this younger segment

Age brings more responsibilities – and

now regularly drink milk in the morning

more stress, too, to the 35-49 year olds.

(and 29% have yoghurt drinks) – the

website: www.ipsoshk.com

breakfast habits change as they grow older. Take hot cereal as an example, there is a

Related Interests