JPK
Gro
upOrganizational Intelligence Forum
June 16-17 • Boston, MA
Voice of Customer Optimization
Capture the true insights that driveyour customer’s decision making
June 17, 11:00am
View presentation online at:
https://jpkgroupsummits.com/attendee4
Tracy Paterson – Moo
Voice of Customer Optimization Capture the true insights that drive your customer’s
decision making
Meet MOO
Hello, we’re MOO – an online print and design company. We love great design
and believe it can work wonders for every
business, no matter their size. That’s why
we make it simple for our customers to create beautiful, expertly crafted
business stationery and promotional materials
that start conversations and open doors.
Over 1 million customers in over 230
countries
*One million randomly sampled MOO transactions
Our mission
is to help people build a brilliantly designed
professional world they’re really proud of – and have a little fun along the way
We sell to people.
It’s not just business.
It’s not just business.
It’s personal.
When it’s personal,
The customer experience really
matters.
“I’m not a businessman. I’m a business, man.”
10
Delighting our customers
Moving from satisfaction to
delight
Cu
sto
mer
Experi
ence
Our Customers
Love us
We love our customers
Consistently Delivered
Meets fundamental needs
The three VOICES of CX
Measurement
VOC
VOP
Measuring customer
experience
VOE
The three VOICES of CX
Measurement
VOC
VOP
Measuring customer
experience
VOE
Promoters
77.2%
High Referral
High LTV
Low Churn
Passives
15.2%
Low Referral
Medium LTV
Medium Churn
Detractors
7.6%
Negative Word of Mouth
Low LTV
High Churn
NPS - Link customer metrics to financial metrics
We can attribute an estimated value to promoters, passives and detractors
using existing data points. We can therefore understand the value in
moving people from one category to another.
Measurement Analyze business data using a customer centric approach
• Link financial metrics to customer metrics
• NPS and Revenue
• Link operational and customer feedback metrics:
• response time & NPS
• call quality scores & NPS
• Delivery times & NPS
• Product & NPS
• Link employee data to customer feedback data
NPS by Product and Region
50
55
60
65
70
75
80
85
90
US and Canada UK and Ireland Europe RoW
NPS by Region and Product
MiniCards
Square Business Cards
Stickers
Accessories
Business Cards
Postcards/Notecards
Sample Packs
Reasons for Contacting MOO
Reprints and Refunds
Survey Verbatim Survey Scores
Voice of Customer
VOC is not just about the scores
Ask customers only what you
need to know Leverage existing data
1
2
3 4
Collect Complaints Anywhere Anytime
+
Collect VOC from Informal Interactions
+
Analyze Lost Sales
+
Monitor Positive/Negative Word-of-Mouth
Text/Speech Mining
Transactional VOC
+
Relationship VOC
Data Analysis: Patterns, Drivers
• Identify patterns & prioritize
• Survey minimally
• Maximize feedback opportunities
Quantitative Methods for capturing
customer Insight Method Advantages Disadvantages
Email survey Low cost and data can be generalized to
larger customer base
Risk of survey fatigue
Zendesk Tickets Grouping issues into categories can lead
to RCA, ongoing, large sample size
Quantitative analysis limited to
categories
NPS Simple and easy to collect and understand supplementary questions needed to
understand the drivers
CSAT Simple and easy to collect and understand Only measures service interaction
quality
Phone survey Low cost and data can be generalized to
larger customer base if sample size large
enough
Relies on customer success to ask
question
Salesforce data Low cost Relies on Account Managers filling
in information in Salesforce
Feedback button Real time feedback from time of order Could be perceived as contact form
Brand Survey Low cost and data can be generalized to
larger customer base if sample size large
enough
Long survey and long lead time
Qualitative Methods for capturing customer
Insight Method Advantages Disadvantages
Customer Forums Customers bounce ideas off each other,
ability to dig deeper on issues, customers
benefit from networking opportunity
Expensive, time consuming to
organize, difficult to recruit
customers
Customer Phone
Interviews
Ability to dig deeper into issues, can ask
about specific issues on an as needed
basis, great for user testing
small sample size, difficult to
recruit customers, time
consuming
Customer Visits Ability to dig deeper into issues, can ask
about specific issues on an as needed
basis, great for user testing, can see
customers in own environment
small sample size, customer
base is spread across the world
UX evaluation
Study
Ability to dig deeper into issues, can ask
about specific issues on an as needed
basis, great for user testing
Only focused on UX issues
Account Manager
& Success Phone
calls
Customer led feedback, Large amount of
information, great for adding color and
context issues and tell the customer story
Time consuming to listen to and
categorize calls
Customer Advisory
Board
Ongoing, can test and enquire about
specific issues, great for adding color and
context issues and tell the customer story
Could be difficult to recruit
customers
Closing the loop on all feedback
Low scores
Task created
Customer contacted
Problem solved
Case closed
High Scores
Customer contacted
Feedback recognized
Employee acknowledged
Success Celebrated
Qualitative Feedback
Root cause Analysis
Quarterly reviews
Improvement roadmap
Service Excellence
The three VOICES of CX
Measurement
VOC
VOP
Measuring customer
experience
VOE
Focusing on the employee experience
• VOE is NOT Employee Engagement
• Turn the CX lens on the employee journey and what obstacles are
in the way of helping customers achieve their goals
• Voice of the employee surveys - enabling employees to provide
feedback about customer experiences engages and empowers
those employees
• Close the loop with employees - tell them exactly what is being
done with the feedback they’ve provided
• Report the feedback from employees alongside customer
feedback
Three questions:
Do our employees use
our products and services
themselves?
Do/would they Recommend our
product and service to others?
How great do they think the
customer experience is?
Share with employees their impact on customer
experience
• Share Voice of Customer data with frontline employees in real
time
• Connect the dots between feedback, customer service, product
delivery, operations, performance, marketing
• Focus on those touchpoints that employees can influence and/or
control
• Encourage proactive vs. reactive action –go beyond solely
reacting to the “issue of the hour”
• Talk often about what drives customer loyalty
Rewards and Recognition
• What gets measured gets done. What gets rewarded gets
repeated.
• NPS and CSAT shout outs
• Connect formal reward structure (e.g. raises, bonuses,
promotions) to performance on customer experience metrics
• Use gamifacation software to reward service metrics: number of
phone calls and CSAT for example
A Happy MOO
The three VOICES of CX
Measurement
VOC
VOP
Measuring customer
experience
VOE
VOP – How capable are our business
processes in delivering our ideal customer
journey?
Creating transparency and connect the dots
Measure customer touchpoints
Identify accountable stakeholders
Create customer journeys
Drive a culture of continuous
improvement
Align VOC & VOE with
VOP
TOUCH
POINTS
• Customer
Success
handover/Ser
vice
• Platform/Tem
plates
• Marketing
Actions
• Physical
Order
• Packaging
• Account
Manager
Check ins
• Invoicing
Onboarding LIFECYCLE
STAGE
Feedback
• CSAT
• Calls
• Customer Socrecard
• Customer interviews/forums
• NPS
• Surveys
Improvement
Opportunities
(POAs)
1. Packaging
2. Customer Success Handover
3. Platform accessibility
4. Approvals Process
5. Templates
Customer Journey Map
Recommendations
First Order Returning Customer Awareness/Researc
h Phase
Customer Experience
• Platform/Tem
plates
• Physical
Order
• Packaging
• Account
Manager
follow up
• Transactional
emails
• NPS
• Sales Calls
1. Transactional emails
2. Color matching across
products
3. Packaging
• Artwork
Guidelines
• Artwork
Templates
Set Up
• Sales Calls
• Salesforce
Emails
• Invoicing Set
up
• Terms and
Conditions
• Sales Calls
• Salesforce captured data
1. Artwork Templates
2. Terms and Conditions
3. Emails
• Opportunity Lost
Reason
• Sales Calls
• Salesforce captured
data
• Sales calls
• Sample Packs
• Website
• Salesforce
Emails
• Demand Gen
Activities
• Platform Demo
1. Sample Packs
2. Website
3. Emails
VOP – Process Capability
Capture Customer Insight
Report
Define Requirements -
POA
Prioritize Improvements
Deliver Improvements
Analyze and Measure
The user experience process should be a connected entity
with a natural progression…
View metrics in a process flow Connect lagging & leading KPIs
Lagging = Surveys capture perceptions of what has already happened
Leading = Action plan progress metrics indicate what your target audience will
soon perceive
Customer perception
s
Capture custome
r insights
Customer Feedback
Create Action Plans
Action Plan
Metrics
Show
progress
Leading
indicators
Lagging
indicators
POA’s Process – innovating from an
outside in approach
Qualitative data highlights need
•Customer Interviews
•Customer forums
•Customer Visits
•Phone calls
Quantitative Data builds Business
Case
•Purchasing Behavior
•Survey data
•Salesforce data
•Customer Scorecard
•Zendesk data
•Reprint/Refunds
•# customers/prospects effected
Qualitative Customer
Feedback builds story
•Quotes from customers
•Examples of what customers are trying to achieve
•Examples of customer orders
POA Submitted
Connect the whole picture Help everyone see how their work affects customers & business
Process
Consequences
Process
Outcomes
Process
Inputs
Process
Levers
Customer
Pain #1
Process
Warning
Signals
Customer
Pain #2
Customer
Pain #3
Customer
Pain #4
Customer
Pain #5
Customer
Pain #6
revenue
$
CAR
decreases
Click-thru
messages
On-line
tutorial
Canvas
updates
Prioritizing Improvements
• Number of customers effected
• Impact on customer experience (is it just mildly irritating
or are we losing customers as a result)
• Impact on revenue
• Time/Cost to fix
Summary
• Link customer metrics to financial and operational
metrics
• Overlay feedback data with existing data to identify
route causes
• Capture Voice of the employee and demonstrate their
impact on the customer experience
• Connect lagging and leading KPIs
• Connect the whole picture
Thank you!!