LGA Customer Insight Conference

Voice of the Customer

LGA Customer Insight Conference

Voice of the Customer

How to achieve a complete 360o

customer view

Maria SealeyMaria SealeyHead of Customer Insight

19 March 2012

What we will coverWhat we will cover

• The latest channels for capturing customer views

• Multi-channel engagement: true customer visibility

• Bridging departmental silos

• Practicalities and pitfalls in marrying data with VOC

• Standardising the view the customer has of your businessg y

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The current environmentThe current environment

Low Shrinking consumer confidence

disposable incomes

Low loyalty

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The Insight ChallengeThe Insight Challenge

FAST

DIRECTIVE

INTEGRATED

EFFECTIVE CUT THROUGH

HIGHER RETURN ON INVESTMENT

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HIGHER RETURN ON INVESTMENT

Some of our regular insight toolsSome of our regular insight tools

Brand

MeasuresMeasures

ASTs INTERCEPTS EXITSASTs INTERCEPTS EXITS

QUALIBUSQUALIBUS

ASTs, INTERCEPTS, EXITSASTs, INTERCEPTS, EXITS

Customer

S ti f ti

Bespoke

Anal ticsOMNIBUSOMNIBUSSatisfaction Analytics

& Modelling

OMNIBUSOMNIBUS

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WORKSHOPSWORKSHOPS

Our new toolsOur new tools

NET CHATS

FUSION PROJECTS

COMMUNITIES

IN-HSE OMNIBUS, QUICK POLLS

COMMUNITIES

S i lSocial

Media

Monitoring

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The insight spectrumThe insight spectrum

Prompted Unprompted

Customer Panel Data Online or offline

Surveys

Social media

y

Discussion forumsStore exit forumsStore exit

interviews Focus groups

In-storeaudits

Storeobservations

Online Communities

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Multi channel shopping behavioursMulti-channel shopping behaviours

59% now collect in

67% research online

55% of dotcom i it l inow collect in

store after they have ordered

research online before they

shop in

visitors claim they are checkingon line store checking

prices

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Shared tools and approachesShared tools and approaches

DunnhumbyCustomer Managers

MarketingPR & Comms

DunnhumbyCustomer Managers

Shared ToolsShopper Thoughts

PR & CommsTeams

Shopper ThoughtsOmnibusQualibus

Tesco FamiliesS i l M di

Tesco BankTesco Direct

Social MediaEvery Comment Helps

C i l D t

Creative AgenciesTelecoms

Commercial Dot.com

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g

Pitfalls and how to avoid themPitfalls…and how to avoid themPitfalls Practical Solutions

Separate teams Single team

Focus on insight tools

Focus on business areas and priorities

Bolting separate pieces of insight together Integrated problem solvinginsight together

Lack of flexibility Flexible start pointLack of flexibility Flexible start point

Physical challenges in

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Physical challenges in linking data Our own panel

The Big Price Drop on the nation’s shopping listThe Big Price Drop on the nation’s shopping list

• £500m investment in price• £500m investment in price reduction

• Dropped 3000 prices on pp pessentials customers need to buy day in day out

D d i 1000• Dropped prices on over 1000 favourite Tesco Brand products

• Simple promotions• Simple promotions

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The Big Price Drop JourneyThe Big Price Drop Journey

What consumers want supermarketsWhat consumers want supermarkets to do to help

Be consistent in pricing with less fluctuation

Offer genuine price reductions

Spoke to over 200k

Cut price promotions on essentials

Cut price promotions on big ticket items200k

consumers over

6 monthsOffer honest / easy to use price comparisons

6 monthsEnsure offers represent an honest saving

Be clear; be honest; be transparent

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Be clear; be honest; be transparent

Clubcard Points BoosterClubcard Points Booster

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Clubcard Points BoosterClubcard Points Booster

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