Maximizing Underutilized Customer Data for Profit
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This document discusses how companies can maximize the use of customer data for profit. It notes that while companies collect a lot of customer data, much of it goes underutilized. The document advocates using online survey tools to collect both explicit and implicit customer data across multiple touchpoints. This can provide insights into customer preferences, experiences, and personas that can then be used to improve products, target marketing more effectively, and enhance the customer experience. Case studies are presented showing how hotels, airlines and other organizations have benefited by applying these practices. The key takeaways are to not neglect customer analysis, ensure positive customer experiences as purchases often stem from experiences, and make the most of every customer interaction by gathering feedback.
Maximizing Underutilized Customer Data for Profit
- 1. Maximizing Underutilized Customer Data for Profit Eli Schwartz, SurveyMonkey Etail Asia March 2016
- 2. Please go to this URL: http://bit.ly/etailsurvey
- 3. We live in an age of data
- 4. All the cool kids use data in their upsells & inbound marketing
- 5. …spending lots of money 5
- 6. And not necessarily even doing it right 6
- 8. 8 8 Gym Membership $272 Teeth Whitening $88 Hotel Rooms $210 How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December 2012 Implicit Data
- 9. Explicit data gathering is difficult Time Consuming Expensive Not Scalable
- 10. Available for anyone to see 10
- 11. Use Online Tools to Collect Data Paper Surveys Time Consuming Not Scalable Expensive Online Forms Limited Question Types Limited Analysis Advanced Question Types Advanced Analytics Customer Service Survey Software
- 12. Traditional feedback data can also become big data
- 13. Data Utopia 13 What are you looking for in a new car?Desired product features Decision process Do they have credit cards Emphasize quality OfferCOD 82% Higherquality 2% Lower cost 16% No creditcard Implicit Data Survey Answers Explicit Data
- 14. Example: Everyone has seen the basic NPS % Promoters - % Detractors Net Promoter Score
- 15. But shouldn’t NPS vary by attributes? 15 GenderAge LanguagesEmployment Status ExerciseInternet Usage Marital Status GamingHousehold Income LocationEthnicity EducationIndustry Devices
- 16. These personas have different buying and experience needs 16
- 17. • If A & B • If A & B & C • Examples: • Women over 70 that run marathons • People with multiple passports in Singapore on a long term pass Think about double pivot and triple pivot 17
- 18. Every customer is an individual
- 19. ...And you can even explicitly target them 19
- 20. Examples of great targeting 20
- 21. Case Studies 2
- 23. 23 • Simple-to-administer surveys eliminate the need to create webpages and forms for each new survey – saving ANA time and money • Customer feedback about ANA’s Facebook page and “ANA Latte” travel website guides content development and increases engagement • Surveys on ANA’s Business Class and Boeing 787 services help gauge customer response to new products
- 24. 24
- 25. • General managers are able to obtain immediate access to feedback data and utilize them efficiently • Immediate responses are able to improve guest loyalty and memorable stay experience • Managers can use feedback data to improve their overall satisfaction scores 25
- 26. 26
- 27. • Discovered viral content which drew in media coverage of their event • Measured the concerns of local citizens when it came to clean toilets in Singapore and the rating system created by RAS • Established a benchmark on awareness of their cause to now grow against 27
- 28. Some results are here http://bit.ly/etailresults
- 29. 1. Don’t leave customer analysis to just business analytics and insights 2. Customer satisfaction might be the last item people use to make a purchase decision, but a bad customer experience will be the first thing they talk about 3. Create a culture of asking. Use every customer touch point to gain real feedback. Bonus: People will answer the most sensitive questions if you ask right Key points to remember
- 30. Email me for slides: elis@surveymonkey.com