SOCAP International

SOCAP Webinar: Non-Traditional Approaches to Operational and Strategic Measurement

August 16, 2016

SOCAP Webinar - Reserve Your Seat Now: August 16 (2-3pm ET)

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Non-traditional tools and techniques for gaining customer insights that will increase sales and the Implications of Customer Experience 3.0. Organizations such as Amazon, Zappos, FedEx and Quicken have now trained customers to expect that companies will be proactive, preventive and engaging. At the same time, CCMC’s latest National Rage Study[1] shows that for their most serious problems, 2/3 of consumers received no resolution, even after wasting a median of five hours. A quarter of customers never complained. For those that did, the time wasted was more damaging than the money lost –the monetary damage was only $160 vs. a median of five hours were spent trying to get resolution. CCMC’s research suggests that these consumer experiences and behavior also apply to the B2B environment.

Mr. Goodman will address building a non-traditional Voice of the Customer (VOC) from several perspectives:

  • Data sources - Beyond traditional surveys, focus groups and complaints
  • Data collection
    • Are enterprise feedback systems really so helpful or simply burying customers in surveys
    • Scaling to create complacency
    • Non-traditional approaches to questions
    • Global and operational metrics
  • Data integration – creating a unified picture of reality from multiple sources; challenges and techniques
  • Data analysis
    • Going beyond driver analysis to extrapolate to the marketplace and quantify impact on revenue, margins and word of mouth of both problems, delighters and value adds
    • Multiple levels of analysis and audiences – should the bulk of the analysis be focused on the front line staff – NO!
    • The role of enterprise feedback management systems
  • Reporting
    • Pitfalls and top reasons no action is taken
    • Outputs that provoke action – approaches to get buy-in, compel action and create allies within the organization
      • Making key drivers compelling
      • Show number of customers by driver/problem
      • Tree diagram with customers by outcome
    • Validation of predictions
    • Are global metrics and dashboards encouraging executive laziness?
    • Who should give the bad news?
  • Actions that can be taken based on VOC
    • Leveraging VOC in creative ways to prevent problems
    • The customer is not always right
  • Criteria for evaluating the effectiveness of VOC processes

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Presenter: John Goodman, Vice Chairman, Customer Care Measurement and Consulting (CCMC)


John GoodmanJohn Goodman is Vice Chairman of Customer Care Measurement and Consulting (CCMC). CCMC’s customer satisfaction and loyalty surveys and analytics have been used by over 40 of the Fortune 100 companies to produce a better ROI from their investments in customer experience. John has managed more than 1,000 separate customer service and customer experience studies, including the White House sponsored evaluation of complaint handling practices and studies of word of mouth and consumer education sponsored by Coca-Cola USA.
He originated the well-known lessons, “it costs five times as much to win a new customer as to keep an existing one” and “twice as many people hear about a bad experience as a good one.” The American Management Association published his second book, Customer Experience 3.0, in August, 2014.  He has published eight articles in Quality Progress and has spoken on quantity and customer experience in 14 countries around the world.

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