maximizing underutilized customer data for profit
TRANSCRIPT
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Maximizing Underutilized Customer Data for Profit
Eli Schwartz, SurveyMonkey
Etail Asia March 2016
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Please go to this URL:http://bit.ly/etailsurvey
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We live in an age of data
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All the cool kids use data in their upsells & inbound marketing
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…spending lots of money
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And not necessarily even doing it right
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Implicit Data
Explicit Data
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Gym Membership $272
Teeth Whitening $88
Hotel Rooms $210
How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December 2012
Implicit Data
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Explicit data gathering is difficult
Time Consuming
Expensive
Not Scalable
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Available for anyone to see
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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
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Traditional feedback data can also become big data
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Data Utopia
What are you lookingfor in a new car?Desired product
featuresDecision processDo they have credit cards
Emphasize quality
Offer COD
82%Higher quality
2%Lowercost
16%No credit card
ImplicitData
Survey
Answers
Explicit Data
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Example: Everyone has seen the basic NPS
% Promoters - % Detractors
Net Promoter Score
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But shouldn’t NPS vary by attributes?
GenderAge LanguagesEmploymentStatus
ExerciseInternet Usage Marital Status
GamingHouseholdIncome
LocationEthnicity EducationIndustry Devices
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These personas have different buying and experience needs
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• 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
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Every customer is an individual
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...And you can even explicitly target them
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Examples of great targeting
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Case Studies
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• 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
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• 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
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• 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
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Some results are here http://bit.ly/etailresults
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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
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Email me for slides:[email protected]