9 Steps to a World-Class VoC Program
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Kyle Groff outlines a 9 step process for developing a world-class Voice of the Customer (VoC) program: 1. Map the customer journey and touchpoints. 2. Develop measurement channels for each touchpoint. 3. Test formats and refine questions. 4. Identify reporting levels from macro to micro. 5. Tie goals and incentives to customer experience metrics. 6. Develop an action process to make insights actionable. Innes Vanderniepen discusses Brussels Airlines' multi-layered NPS program objectives of prioritization, focus areas, and closing the feedback loop. She emphasizes collaboration, communication, and gaining management support.
9 Steps to a World-Class VoC Program
- 1. 9 Steps to a World Class VoC Program Qualtrics @Qualtrics / #QualtricsWebinars SM
- 2. Webinar Overview “9 steps to a world class VoC program” Estimated Time: 45 minutes 5 minutes Des Martin - Introduction 20 minutes Kyle Groff 15 minutes Innes Vanderniepen 10 minutes Q&A 5 minutes Upcoming Events
- 3. Des Martin Head of Growth EMEA Qualtrics
- 4. Kyle Groff Principal Consultant Qualtrics Customer Experience & Formerly JetBlue
- 5. Innes Vanderniepen Customer Experience Quality Manager Brussels Airlines
- 6. Brands & Organizations 7.0K+ of the top 100 business schools 99 Users 1.8M+ Used In Countries 75+ The World’s Leading Insight Platform PROVO / USA DUBLIN / IRL SYDNEY / AUS SEATTLE / USA
- 7. Customer Insights Voice of the Customer Programs Customer Satisfaction Surveys Net Promoter Systems Website Experience Feedback Employee Insights 360-degree Employee Feedback Employee Engagement Surveys Employee Satisfaction Surveys Exit Interviews Market Insights Ad Testing Concept Testing Market Research Academic Studies All your insights in one place
- 8. Upcoming Events Cxweek.com – May 11th – 15th Qualtrics Live Dublin – June 18th
- 9. Kyle Groff 9 steps to a world class VoC program SM Europe May 8, 2015
- 10. Kyle has over 10 years of experience building, maintaining and improving measurement programs in both the employee and customer experience (CX) domains. Most recently he launched the Employee Engagement program for JetBlue Airways and led a ground-up redesign of their Voice of the Customer (VoC) program. For these efforts, Kyle was named 1to1 Media’s 2014 Customer Champion, joining a distinguished list of practitioners who have demonstrated industry-leading methods and results. Kyle holds a doctorate in Industrial and Organizational Psychology and has expertise in a wide-range of statistical methods and principles. Kyle Groff, Ph.D.Principal Consultant, Customer Experience Qualtrics
- 11. o What Does This Mean To You? o Assumes Practitioners Know What To Do With This o Assumes Practitioners Know How to Actually Build a CX Program The Ultimate Question
- 12. HowDoIBuilda CustomerFeedbackProgram? Questions? Metrics? Taking Action?
- 13. What do I measure? What should I measure? How should I measure these things? Now what do I do once I’ve measured something? What do I do with these numbers? The WHN Model What? How? Now?
- 14. What? What Do I Measure? 1. Map it out • Create a Customer Journey Map, an outline of the customer journey broken into major touch points • Consider multiple points of view • Cluster into major touch points
- 15. How? How Do I Measure It? 2. Develop Channels • Decide how to collect data at each touch point • Ensure you cover all major touch points • For survey, create more questions than you plan on using Image Source: appinions website
- 16. How? How Do I Measure It? 3. Test Format • Test channel with 300-400 customers • Revise buckets based on feedback & analysis of items • Aim for less than 20 quantitative questions in any single channel • Conduct focus group to examine content & flow Image Source: freeenterprise.com
- 17. Now? Now What? 4. Reporting Levels • Identify reporting levels • Work from macro to micro • Create data flow diagram CEO Marke*ng Product Web EVP
- 18. Now? Now What? 5. Goals • Tie incentives to CX metrics • Make specific to each area
- 19. Now? Now What? 6. Action Process • Develop root cause process • Make insights actionable • Leverage text analysis to go beyond quantitative data
- 20. Innes Vanderniepen 9 steps to a world class VoC program SM Europe May 8, 2015
- 21. Innes Vanderniepen Customer Experience Quality Manager, Brussels Airlines Innes worked for 2 years for Bain & Company, a management consulting firm, where she took part in projects across a variety of industries and functional areas before joining Brussels Airlines in 2014. Since then her main project has been the implementation of a NPS program for the airline..
- 22. The bad news The good news There is no standard, off-the-shelf Voice of the Customer program to source and implement There is no standard, off-the-shelf Voice of the Customer program to source and implement You will need to go through all WHN steps to develop your own program You get to tailor your VoC program to fit your company’s ambi*ons, objec*ves and culture There is good news and bad news…
- 23. At Brussels Airlines, we started by defining the overall objectives of our program Drive and support the company culture shi6 towards a customer-‐centric organisa8on, giving our guests a voice, heard loud and clear by frontline, middle management and execu*ves Iden8fy and priori8se service delivery and service recovery topics to address in order to improve the customer experience quality Review priority products & processes (key baKles) and monitor the progress made by the implemented ac*on plans STRATEGIC TACTICAL 1 2 3 We chose to implement an NPS program What?
- 24. Tension between our objectives and a short survey lead to a layered approach Short general NPS survey to iden8fy & priori8se our key baKles “How likely are you to recommend Brussels Airlines to a friend or colleague?” Mul*ple short, topic specific NPS surveys, collec8ng ac8onable insights on the key baKles to serve as input into the ac*on plans Call backs to respondents to get more insights, create trac*on with management and develop customer centricity (Recovery is a side-‐effect) LAYER 1: Priori8sa8on LAYER 2: Focus areas LAYER 3: Closing the FB loop Cabin crew survey Complimentary catering survey Brussels Airport survey Vienna Airport survey What?
- 25. A million questions need to be answered before your first survey can be How? • What is the ul*mate goal of the survey? • What is the ul*mate goal of each ques8on? • Which ques8on type should be used? • How to trade of survey length vs. response/ drop off rate? • How to trade of survey length vs. emo8onality? • ….. • Who to survey and when? • Where to we get the contact data? • What is the message of our invite email? • What language(s) to use and how to manage them? • How to respond to incoming emails on the survey mailbox? • ….. Designing the survey Sending the invites
- 26. Now? Communication and reporting will help define the success of the program Repor8ng & ac8on plans Broad awareness • How to set up the ini8al repor8ng? • Self service dashboards or ready-‐made repor*ng? • How to create accountability? • How to manage expecta8ons? • … • How to reach every layer of the company? • What channels are available? • How to create enthusiasm for your VoC? • How to keep it simple and clear? • …
- 27. What we have learned during this last year • Keep communica8on simple and straighVorward • It is not about data collec8on or crea*ng reports: It is about ac8onability, change management and customer centricity • Go slow, take a stepped approach. But don’t wait for the perfect system • Collaborate and cross-‐communicate, internally and externally • Get management on board and find sponsors at the highest level • Make your first case studies and projects winners. You likely get only one chance to build credibility for your program 3 2 1 4 5 6
- 28. 28 Questions?
- 29. Upcoming Events Cxweek.com – May 11th – 15th Qualtrics Live Dublin – June 18th More Information Email: desm@qualtrics.com
- 30. ‘Sophisticated Research Made Simple’ SM