HOUSEKEEPING!

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INTRODUCTIONS!

NEIL WIELOCH!Director of Marketing !Strategy and Insight !1-800 CONTACTS!

RYAN NELSEN!Product Marketing!

QUALTRICS!

THOMAS ROHRER!Marketing, Data and

Insights!1-800 CONTACTS!

Companies who believe they provide a superior experience

80%

Companies whose customers agree

8%

Do You Know How Your Customers Really Feel?

72% Delivery Gap

Source: Bain & Company

Does it have something to do with wanting to lead meaningful change?!

WHY ARE WE HERE?

Leading meaningful change is often inhibited by:!!The role of analytics!–  Focus on reporting (rather than implementation)!–  Tendency to aggregate people (“the customer” as an entity)!!The structure of organizations!–  Reward adherence to specific roles and tasks!–  Focus on efficiencies and financial ROI!–  Marketing tends to be “one step removed” from customers!!As a result, actual direct and meaningful human interaction is neglected!

THE CHALLENGES:

1-800 CONTACTS is inherently a highly human-centric company.!

THE GOOD NEWS

Resource text goes here

“Customer  reten,on  is  what  drives  us.    The  real  value  in  this  business  is  the  reputa,on  we  build.    Contact  lenses  are  just  the  product  we  deliver.    What  we  really  sell  is  service.”  

OUR STORY

We created meaningful change!

Responsive Analytics!!A brand-building tactic designed to:!–  Increase direct and meaningful connections with customers!–  Reinforce a culture of helpfulness!–  Generate internal and external excitement around what

“makes us feel good”!

HOW’D WE DO IT?

RESPONSIVE ANALYTICS

(-­‐)  

(+)  

COLLECT  CUSTOMER  INPUT  

IDENTIFY  OPPORTUNITY  

ISSUE  TO  RESOVE  

SURPRISE  &  DELIGHT  

DIRECT  HUMAN  RESPONSE  

BUILD  EXCITEMENT  &  DESIRE  FOR  MORE  (VIBE/”MOJO”)  

LISTEN  &  SOLVE  

KNOCK  OFF  THEIR  SOCKS  

RECORD  INTERACTION  

TRACK  CHANGES  IN  SATISFACTION  

COLLECT  GREAT  STORIES  

SHARE  INTERNALLY  

PART I: HACKING AT THE STRUCTURAL LEVEL CO-CREATING NEW, MEANINGFUL “THINGS”

•  Streamlined phone & web into one survey!•  Updated the QNR!

–  Five areas of satisfaction!–  All three channels (phone, web and app)!–  Previous purchase location and pricing perceptions!–  Emotional satisfaction variables!–  Buyer-type segmentation (just added)!

•  Increased the sample!–  From n=1,000 to n=5,000/mo.!

•  Programmed mobile version!

HACKING THE SURVEY INSTRUMENT

•  Linked key customer variables to final data table!–  Exported key customer variables through Unica!–  Utilized Qualtrics’ embedded data capabilities (in Survey Flow) to include

these fields!

•  Fed Qualtrics data directly to our DW!•  Closed the loop for direct response to dissatisfied customers!

–  Generated trigger!–  Sent emails directly to our C&C call center!–  Created follow-up app to track our responses and any changes in

customer sentiment!

HACKING OUR CUSTOMER INTELLIGENCE

•  13-page to 53-page!•  Highly visual report!•  Analyzed into usable categories:!

–  All three channels!–  New/repeat and new/repeat by channel!–  Meaningful segments (e.g. category tenure, last purchase location, buyer types)!

HACKING OUR REPORT OUTPUT

HACKING OUR REPORT OUTPUT

Specific data points directly trackable to individual customer behaviors (root cause)!

ORGANIZATIONAL IMPACT OF HACKING

Marke@ng  Connect  w/  customers  

Call  Center  Performance  tracking  

Cust  Care  Address  issues  

Data  Whs  CustID  &  behavior  

CUSTOMERS  

eComm  Web    issues  

DC  Shipping  issues  

•  Data is divided according to meaningful and actionable categories!

!•  Each data point is

directly linked to specific customer and their specific behaviors (for root cause diagnoses rather than general trends) !

PART II: HACKING AT THE PERSONAL LEVEL CO-CREATING TRANSFORMATIVE EXPERIENCES

Ø  Every NPS Survey should include the question “Is there anything we can do to make your experience better?”!

--Fred Reichheld!!!

#QSUMMIT14 KEY TAKEAWAYS

EMAIL TRIGGERS !

Satisfaction = Reality – Expectations!--Jonathan Coon, Founder of 1 800 contacts®!

EMAIL TRIGGERS

Satisfaction = Reality – Expectations!Ø  If the reality of your experience exceeds your expectations,

your satisfaction level will be high!

Ø  If the reality of your experience does not exceed your expectations, your satisfaction level will be low!

Ø  Every NPS Survey should include the question “Is there anything we can do to make your experience better?”!

--Fred Reichheld!!!Ø  Advanced Survey Creation Tips!

Breakout Session -- 2014!!

#QSUMMIT14 KEY TAKEAWAYS

Email triggers allow you to get an email notification whenever a survey response is received with conditions that you have specified.!

EMAIL TRIGGERS

EMAIL TRIGGERS

!

Trigger 1: Low Satisfaction Score + Comment!

!

Trigger 2: Any Satisfaction Score + Comment Key Words!

!

RESULTS ARE POSITIVE

Ø  “Wow! I didn’t expect a phone call back from the survey.”!

Ø  “Thank you so much for following up! I didn’t want to be a bother.”!

Ø  “You guys are awesome! I really appreciate you taking the time to say something back.”!

RESULTS ARE POSITIVE

Unsatisfied! Satisfied!

BUT IT GETS BETTER

Satisfied! Raving Fans!

HOW CAN WE MAKE YOUR EXPERIENCE BETTER?

“Ship a chocolate candy bar with the order...or a coupon for a free chocolate candy bar...or a milkshake!! No you guys were awesome, doing everything right!”!

HOW CAN WE MAKE YOUR EXPERIENCE BETTER?

•  Absolute shock and delight!•  Telling all his friends!•  Never had a company treat him like

this before!•  Gained a customer for life!

HOW CAN WE MAKE YOUR EXPERIENCE BETTER?

Tom Selleck for Janice!

Pizza Delivered to Tim!

Steampunk Eye Patch for Mike!

CUSTOMERS RESPONDING POSITIVELY AND SOCIALLY

BEYOND THE SURVEY

A blanket for a cancer patient!

Swag for the incoming college

freshman!

A teddy bear for a surgery patient!

BEYOND THE SURVEY

Hand-written Thank You cards to new

customers!

•  “Nice touch sending me a personal, handwritten card after my purchase. It really made you stand out among the rest!”!

•  “I loved getting a handwritten note! What excellent customer service!”!

•  “I was blown away by the handwritten thank you note I received. This simple notion has secured my loyalty to this company for years to come. Great experience!” !

ADOPTING THE HACKER SPIRIT The act of engaging in activities in a spirit of playfulness and exploration.!

!- Wikipedia!

!A hacker is one who enjoys the intellectual challenge of creatively overcoming and circumventing limitations of systems and tries to extend their capabilities.!

!- Gehring, Verna (2004). The Internet in Public Life. Maryland: Rowman & Littlefield Publishers!!!Hacking entails some form of excellence, for example, exploring the limits of what is possible, thereby doing something exciting and meaningful. !

!- Gnu.org – The Hacker Community and Ethics: An Interview with Richard M. Stallman.!

To co-create, and amplify human energies directed toward brand-building :!•  Be intentional!

–  Set your vision beyond specific tasks and roles (think about human connections)!

•  Leverage the strengths of the various “masters of their domains” (research, insights & engagement)!

•  Be inspired/inspiring!–  Think about creating and sharing stories!

•  Act as continuous editor!–  Always ask each audience “so what?”!

HACKING IS LEADING CHANGE

Q&A

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