Customer Dialogue Management

8/3/2019 Customer Dialogue Management

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Customer Dialogue ManagementPresentation for the SDPMA

By Bill Tuohig, Product Manager, Informative Inc.

November 13, 2002


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Agenda

Informative Overview What is Dialogue Management

Customer Feedback and Product Management

How Dialogue Management Works

Lego Case Study

Q&A


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About Informative

Founded 1998, privately-held HQ in Brisbane, CA

Offices in London, Singapore, Tokyo

G2000 customer base

Fast growing software firm: 207% ending Q3

55 employees


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Overview

Informative provides a Dialogue Management System thatenables companies to understand and respond in real time and ona continuous basisto the attitudes that are driving key customerbehaviors impacting their business.

Unlike traditional CRM, Business Intelligence, and MarketResearch applications Informatives patented Discovery Engineextracts actionable insights from customer beliefs and preferencesby analyzing statements that customers make in their own wordsand quantifying support for each statement.

This insight turns the Voice of the Customer into a strategic assetby ensuring faster and more accurate product offerings, services,marketing campaigns, and customer communications.


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Customer Dialogue Solution

Dialogue Brand Marketing

Dialogue Product Development

Dialogue eBusiness

Dialogue Customer Loyalty

Implementation

Methodological

Support

Customer Dialogue Solutions

Informative Services

A combination of configurable applications and best practice methodologies

to provide a tailored solution based on your business needs.


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Chosen By Industry Leading Marketers

Consumer Products Technology / Media

Financial Services Pharmaceutical / Transportation


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Agenda




Lego Case Study

Q&A


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Fundamentals of Dialogue Management

Internet efficiency, flexibility and cost-effectiveness

Continuous or discrete

Adaptive, real-time, scalable

Focus on the customer voice, or attitudinal information

Different than business intelligence, CRM or Market Research

Understand the WHO and WHY

Qualitative richness with quantitative structure

Focus on building relationships

Two-way, respectful communication

Initiated in both directions

Used strategically to Impact customer attitudes and behaviors

Creating value (product development)

Communicating & Delivering value (promotion, distribution)

Sustaining value (Training, service, support)


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Key Concepts

Once a customer changes their behavior, it is too late to doanything about it (or very expensive)

Change in attitude precedes change in behavior

Previous behavior is often a poor indicator of future behavior

Identifying the attitudes that drive targeted behaviors gives you achance to address them before the change in the behavior

People prefer to express an attitude through language (in onesown words) versus ticking off survey responses

Knowing what happened is interesting knowing why it happened

is actionable

Informative gives you attitudinal information

that tells you the WHY behind the BUY


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Informatives Dialogue Management

5. Capture preference information about those ideas via Informatives

patented adaptive sampling algorithm

6. Analyze these results to identify the most popular ideas by segment inreal-time

7. Use these insights to drive product development, marketing programs,process improvements, etc.

8. Communicate back to the stakeholders what you are doing to addresstheir needs and concerns

4. Capture participant ideas, attitudes and opinions in their own words

3. Interact with stakeholders via several environments survey, discussion

board, multi-media

2. Configure the system & sessions to target key questions to yourbusiness

1. Build advisory group of any key stakeholders - customers, partners,suppliers, employeesusing a light touch


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Agenda




Lego Case Study

Q&A


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Product Managers Dilemma

20 lbs. of requirements wont fit in a 10 lb. bag Temptation: put as much in as possible

Never enough resources to build it all

At the core of the issue

What do your customers really want?


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There are many clues

Examples: Stories in general media

Syndicated research

Competitive

Sales force interactions

Customer service records

CRM systems

Analysis of transactions

Website behavior

Etc. etc. etc.

but its oftenbest to ASKthem!


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Research has limitations

Focus Groups In-Person Interviews

Customer Forums

User Groups

Paper Surveys

Phone Surveys

Online Surveys

Panel Research Etc.

Common Limitations:Slow

Expensive

Not adaptiveNot projectible

Not Engaging

Intrusive

One-way


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How is Dialogue Management Different?

Two-way builds relationship Build advisory group of important stakeholders

Provides attitudinal and quantitative information

Is adaptive in real-time

Use for continuous feedback and specific questions

Provides real-time results

Can be extrapolated

Scalable via the Internet Cost-effective


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Dialogue and the Product Lifecycle

Channel

Support

Market

Analysis

DistinctiveCompetence

Market Research Prospect Problems Tech Assessment Competitive

Review

Promotional

Commns

Sales

Tools

Quantitative

AnalysisSta

ge

Pragmatic

Marketing

D

ialogueQuestions

Product

Planning

Strategic

Planning

Market Sizing Sales Analysis Product

Profitability Win/Loss Analysis

Business Case Buy, Build, or

Partner Pricing Thought Leaders Innovation

Product Definition Positioning Sales Process Roll-out Process Product Contract Requirements Release

Milestones

Advertising Press Speaking Engage Lead Gen Presentation Demos Print. Collateral

Elect. Collateral

White Papers Cost Justification News Flash Compet. Write-up

Special calls Seminars & Trade

Shows Corp Visits Phone Support

When you think ofCo. X, what arethey known for?

What issues arenot being met?

How does myproduct compareto competitions?

What value to youget from using thisproduct?

Why did you buyXYZ?

What factors willinfluence yourdecision to make apurchase?

How can we workbetter withpartners?

What newproducts do youwish someonewould invent?

Who do you seeas a leader in thisspace and why?

What featureswould you wantand why?

How would youimprove this newproduct idea?

What benefitswould you expectto get?

How do you about

the sales process?

Which ad do youlike better andwhy?

What would youlike for a loyaltyprogram?

What would youlike to see/do onthe website?

How does thisproduct compareto competitiveproducts?

What more wouldyou like/need toknow to make apurchasedecision?

How would you

improve the salesprocess?

What would youlike to learn attradeshow X?

What would youimprove for futuretradeshows?

How did you feelabout yourcustomer serviceexperience and

why?

Understand what your customer is thinkingevery step of the way!


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Context for Dialoguing with Customers

Customer Feedback Destination Portal Online User Groups

Proprietary Advisory Group/Panel

Partner Relationship Program

Investor Forum

Customer Loyalty Programs Customer Satisfaction Tracking

Customer Service Follow up Surveys

Online Brainstorming Sessions

Web-based Community Intranet Forum

Trade Show Interaction Kiosks

Website Feedback Mechanism

deployedaccording to the

needs of thebusiness.


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Agenda




Lego Case Study

Q&A


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Imagine that all your

customers told youin their own wordsthe things theywanted to tell youabout your productor service

WithInformative youdont have to

read all of thesestatements

With Informative you

read these statements

Discovery Engine Concept


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Customer Portal

Acquire registered members

Central access/management to sessions

Provide feedback to members


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Review, Select, and Enter comments

Select ones youagree with

And/or enter yourown ideas orcomments

View samplecomments fromother participants(based on algorithm)


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Prioritization

Prioritize yourchoices


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Adaptive Sampling

Participant submits concerns and beliefs in own words

Informative samples initial opinion to collect quantitativeinformation on each one and gives it a rank in the overall list

Informative breaks the list into pieces of manageable size

Informative manages the list via an adaptive sampling algorithmby preferentially sampling the ideas with the greatest support

Focal questions use Informatives patentedAdaptive Sampling process, combining rich

qualitative attitudinal feedback with preferentialquantitative information.


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Dialogue Management Tools

Duplicates Management

Targeting & Personalization

Real Time Graphical & Tabular Reports

Portal Configuration

Maintain control over session data and leverage the real-time results.


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Agenda




Lego Case Study

Q&A


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LEGO Case Study

$1.3B manufacturerand retailer of toys

Strong brandreputation for

fanatical customerloyalty

Customer dialogue iscentral to brandimage

Focused on drivingtop line by leveragingexisting assets


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Listening to Legos Customers

LEGO Legends AdvisoryInitiative

Investigate LEGO Directsales opportunity fornostalgia sets

Discover preferences andmotivations for adults andchildren

Gather and prioritizeadvice directly from andamongst advisors, in theirown words


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Understanding Legos Customers

Real-time responseprioritization for two-wayinteraction with advisorcommunity

Insight utilized by productdevelopment, targetmarketing andcommunication forcomplete lifecycleexecution management


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Acting on Legos Customer Input

Brought back theCastle Series on

Lego.com Promoted in Lego

Magazine, You

told us yourfavorite Lego set

was


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Pfizer: Employee Product Creation

Started with Internal Focuson employees

Used New product ideageneration


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B2B: Salomon Smith Barney

Product/servicesfeedback frompartners and

customers

Productimprovement ideas


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Fannie Mae Customer Satisfaction

Jeff, Thank you for your input.We continually strive to provide the highest level of service to our customers and

would like to correct the problem. We value your business and would like toprovide immediate help with your question or concern, a support rep will be

contacting you shortly.

Real-time resultsare distributedacross the

business groupsto provide acontinuousmonitoring ofcustomer

satisfaction


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Recap / Q&A

Recruit your own advisors: Build an advisory team of key stakeholders,recruiting from website, email blasts, banners, existing databases, etc.

Centralize customer feedback: Use the membership portal as aplatform for all feedback from your customers (or partners, employees,vendors, etc.).

Multiple ways to interact with your customers: Use Discovery

Sessions, Discussion Boards, Quick Thoughts, Question of the day,etc., to understand your consumers.

Build Relationship with key stakeholders: Use real-time reporting,targeting, and best-practices methodologies to build better relationshipswith your key constituencies while improving your business.

Dialogue turns the voice of the customer into astrategic asset


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QUESTIONS?

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