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Making the Most of Touchpoint Surveys Webinar – December 2008 Truth or Consequences: Making the most of Touchpoint Surveys Webinar – December 2008 Nobody’s Unpredictable About the Presenters Tony Cosentino Vice President 10+ years experience in market research Prior to Ipsos Loyalty, Tony worked with TNS, Morpace, and General Electric BA in Political Science from the University of California, San Diego Gailynn Nicks Global Director 20+ years experience in Loyalty research, currently manages product development and intellectual property for Ipsos Loyalty globally International speaker on Loyalty MBA from University of South Africa (UNISA) and BSc Statistics and Economics (University of Cape Town) © 2008 Ipsos 2 2 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys About the Presenters Michael Griego Project Management 10+ years experience in analytics, survey design and market research Prior to Ipsos Loyalty, Michael worked with the University of Washington and Housevalues MS in Psychology with an emphasis on applied statistics from Western Washington University, Washington © 2008 Ipsos 3 3 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Ipsos Loyalty Ipsos Loyalty World Wide Dedicated Loyalty practices in 40 countries across the globe, all reporting into HQ in Paris © 2008 Ipsos 4 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Deep Understanding of Satisfaction & Loyalty Measurement and Management © 2008 Ipsos 5 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Making the most of touchpoint surveys The purpose of touchpoint surveys Which touchpoints? How can we do it better? What do we really need to know? What happened? How did it change things? How can we improve the customer experience? What have we found out? Putting a program together © 2008 Ipsos 6 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Why do we do Touchpoint Surveys? © 2008 Ipsos 7 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Why do we do touchpoint surveys? Part of the information jigsaw • To understand customers better • To measure performance • To take specific actions Helps us MANAGE our customer relationships and IMPROVE the customer experience © 2008 Ipsos 8 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys How do touchpoints surveys fit into our research programs? OVERVIEW – What does the market look like? STRATEGIC – Key strands of services research programs Ad tracking and Brand Equity BRAND/ ADVERTISING Drivers of loyalty/ CUSTOMER RELATIONSHIP NPD recommend satisfaction OFFER development ACTION ORIENTED – More detailed, tactical, action-oriented studies Copy testing/executions SPECIFIC TACTICS OFFERS Touchpoint surveys NPD testing Mystery shopping TACTICS Relationship marketing © 2008 Ipsos 9 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Touchpoint surveys are tactical surveys at the customer interface OVERVIEW – What does the market look like? STRATEGIC – Key strands of services research programs Ad Tracking and Brand Equity BRAND/ ADVERTISING Drivers of loyalty/ CUSTOMER RELATIONSHIP NPD recommend satisfaction OFFER development ACTION ORIENTED – More detailed, tactical, action-oriented studies Copy testing/executions SPECIFIC TACTICS OFFERS Touchpoint surveys NPD testing Mystery shopping TACTICS Relationship marketing © 2008 Ipsos 10 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Are we respecting our customers? An interview that takes longer than the experience Shades of information we believe are different but aren’t to customers We ask them about us but not about them © 2008 Ipsos 11 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys And are we giving ourselves a lot of unnecessary data to sift through? Analysis paralysis © 2008 Ipsos 12 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys So what are we looking for? Precise information that…. monitors specific performance enables actions to become more efficient improve the customer experience © 2008 Ipsos 13 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Which touchpoints? Use the relationship survey Key driver analysis Add internal metrics Churn points, complaints analysis Identify important touchpoints ©Ipsos 2008 14 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys How can we do better? © 2008 Ipsos 15 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys How can we do better? What is the context? What do we really need to know about a touchpoint interaction? Can we make it easier and quicker for our customers? And improve actionability and targeting of initiatives? © 2008 Ipsos 16 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys The nature of customer relationships is changing Simplify – lives are busy Interact – technology has changed everything “The history of marketing is helping sellers to sell, the future of marketing is helping buyers to buy” Alan Mitchell © 2008 Ipsos 17 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Recession – waste not, want not! Provide customers with what they need In the most efficient way possible … in a way that leverages what the organisation can do better so that the customer receives more value than they could elsewhere …to maximise value to the customer and profit to the company with minimal waste on either side Fair exchange of value © 2008 Ipsos 18 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys What do we really need to know? © 2008 Ipsos 19 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys How do touchpoints differ? Frequency Intensity - Happen often - Are a more emotionally demanding experience Audience © 2008 Ipsos - But may affect few or many customers 20 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys What do we really need to know? CompanyCompany PRIOR VIEW TRIGGER INTERACTION OUTCOME CustomerCustomer © 2008 Ipsos 21 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Take the example of an online retailer… “I“I paidpaid mymy billbill aa dayday beforebefore itit waswas duedue andand becausebecause itit tooktook thethe bankbank threethree daysdays toto processprocess II waswas charged.charged. II owedowed £25.95£25.95 andand thethe chargecharge waswas £21.00£21.00 II paidpaid thethe chargecharge andand nownow II willwill nevernever useuse thisthis companycompany again.”again.” © 2008 Ipsos 22 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys How does the interaction change things for the customer? PRIOR BEHAVIOR VIEW OUTCOME INTERACTION Problem No change Delight © 2008 Ipsos 23 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys How does the interaction change things for the customer? BEHAVIOR PRIOR OUTCOME VIEW Major delight 12% We can work out how Small delight 14% things changed for Small problem cus23%tomers Major problem 16% Nothing 47% 0 1020304050 ©Ipsos 2008 24 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys We also need to use our expertise. How do we target “at risk” customers? We can adapt our predictions based on modifiers © 2008 Ipsos 25 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Taking action to improve the customer experience when things go wrong PRIOR BEHAVIOR VIEW INTERVENE OUTCOME INTERACTION © 2008 Ipsos 26 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys What intervention? WWhhaatt wwiillll yyoouu ooffffeerr?? ?? ffeerr ooff oouu DDeeppeennddss oon:n: nn yy caa ss ¾¾ NNaattuurree ooff tthhee pprroobblleemm aatt c ssee hh oonn WW sspp ¾¾ AAbbiilliityty toto ddeelliivveerr ssoofftt rree see offtt ggiis hiipp SSo oolloo rrssh rreessppoonnsseess AApp nnee ooww t 99 kkee uullt ¾¾ TTyyppee ooff sseeccttoorr TTaa aadd ttoo 99 uulltt eess ¾¾ TTyyppee ooff ccuussttoommeerr AAdd nnss 99 ppoo eess Ipsos © 2008 rr tt rrdd uunn HHaa ccoo Diiss D dd 27 99 ffuunn RRee 99 ftt GGiif 99 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Putting a program together © 2008 Ipsos 28 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Moments of Truth Process Cyclical Approach Focus Groups Relationship Study Event-based surveying Product Enhancement/ Testing Service © 2008 Ipsos Modifications 29 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Putting it all together You can track your performance It’s actionable and simple It works for census or survey You can test interventions You can link it to your database © 2008 Ipsos 30 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys Q & A Q&A © 2008 Ipsos 31 Ipsos Loyalty – Truth or Consequences: Making the most of Touchpoint Surveys.
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