lexden's one step ahead report 2015.pdfv2
TRANSCRIPT
HOW VEXING IS YOUR
“One Step Ahead” is a unique new customer feedback report bringing to life how customer experience is hurting your customers, your brand investment and your bottom line as well as how to exploit your competitors poor customer experiences.
CUSTOMER EXPERIENCE?
INTRODUCING ‘ONE STEP AHEAD’ – THE ESSENTIAL CUSTOMER EXPERIENCE FEEDBACK INTELLIGENCE
WE IDENTIFY YOUR COMPETITOR’S CUSTOMER EXPERIENCE ISSUES. WE UNDERSTAND WHY THEY
IRRITATE YOUR COMPETITOR’S CUSTOMERS, SO YOU CAN EXPLOIT THE OPPORTUNITY
WE TRACK THE EMOTIONAL, COMMERCIAL AND REPUTATIONAL IMPACT OF YOUR CUSTOMER
EXPERIENCE ISSUES, SO YOU CAN IMPROVE THINGS BEFORE YOUR COMPETITORS MAKE YOU PAY FOR IT
We plot issues against our proven Customer Experience Attribute frameworks. This approach allows us to highlight each impact in a way that you can understand what you can do from a business perspective to improve your own or exploit your competitors experiences.
We listen to what customers’ vex about in real time. We engage with them to better understand why this matters to those customers. Each quarter we gather sector priority cases together and shape a report to help brands understand the emotional, reputation and commercial impact of these issues.
1
Using our dynamic listening tools we identify the far reaching impact of issues across all social platforms (present and historical data). We identify the brand impact (reach and influence) and commercial impact (reach and behavioural change). Providing a compelling and complete case for each issue.
4 2
HERE’S HOW IT WORKS. WE LISTEN. YOU LEARN
From our trusted engagement with customers we are able to produce full detailed story boards. These aids are a perfect and impactful way to bring the issue to life showing emotional affect of poor CX on customers and the subsequent damage it does to the brand relationship.
3
WE MAKE SENSE OF CUSTOMER VEX TRENDS, SO YOU CAN IMPROVE AND EXPLOIT THEM FASTER
CUSTOMER THEMES ‘WHAT MATTERS MOST’ CUSTOMER ATTRIBUTES
WE COLLECT VEXES FROM CUSTOMERS AND INTERPRET THESE INTO OUR PROVEN ‘WHAT MATTERS MOST’ CUSTOMER ATTRIBUTES.
THESE ACCOUNT FOR 2/3rds OF CONSUMER DECISION MAKING CRITERIA.
ALL VEXES ARE DEFINED USING COMMONLY EXPRESSED THEMES*. THESE ARE TRANSLATED INTO A CUSTOMER ATTRIBUTE
FRAMEWORK WHICH DEFINES THE IMPROVEMENT REQUIRED
Manage My expectations
Save Time & Effort
Personalise to Me
Empathise with Me
Resolve my issues
Show integrity
Passed off
Over selling
Rudeness
Lateness
No knowledge
Cleanliness
Inconsistency
Unresponsive
Queuing
Wasting time
e.g. Vex “every time I purchase online from them I get a different delivery time slot!. I can’t plan my life around them around that”
CUSTOMER ATTRIBUTE FRAMEWORK
CO
MM
ON
LY E
XP
RES
SED
VEX
TH
EMES
EACH VEX IS EXPRESSED IN THREE DIMENSIONS
££
EMOTIONAL IMPACT. We speak to customers and understand why specific customer experience issues matter to them. They tell us to what extent the issue affected their day and the lasting impact it has had on their life.
BRAND REPUTATION IMPACT. We listen and track how far reaching the issue impacts your customers. This allows us to inform you the importance and extent of the issue. Through sentiment analysis we also identify the brand reputation impact.
REVENUE IMPACT. Customers inform us of how their behaviours have changed because of the issue. Coupled with brand reputation impact scores we estimate the revenue loss each unresolved issue has on a business .
We paint the picture that we find
before the brand issue occurs for the
customer
We describe the actions customers
take in order to get their views
across
We summarise the emotional
outcome for the customer & the
impact to the brand in question
We highlight the brands actions
which create the negative state
thereafter for the customer
If it has been addressed, we show
the actions the brand has taken to
put right what was wrong
WE DISPLAY EACH CUSTOMER STORY IN AN EASY TO DIGEST CLASSIC STORYBOARD FORMAT
We use speech bubbles to bring to life the emotional impact of the event
We highlight the role VexVox has had on getting the customer’s voice heard
THE STASIS THE QUEST THE OUTCOME
THE TRIGGER THE REVERSAL
WE TRACK THE REACH OF THE VEX AND HOW HARMFUL IT HAS BEEN ACROSS 10 DATA POINTS
1. HAS THE CUSTOMER EXPERIENCE MADE A NOISE?
4. WHAT IS BEING SAID?
2. WHEN IS IT BEING SAID? 3. IS IT GOOD OR BAD?
5. AND BY WHO? 6. HOW INFLUENCING ARE THEY?
WE TRACK THE REACH OF THE VEX AND HOW HARMFUL IT HAS BEEN ACROSS 10 DATA POINTS
Urls Count
http://blog.very.co.uk/2014/12/win-a-playstation-4-console-singstarultimateparty-bundle/ 3385
http://blog.very.co.uk/?p=3962 2638
http://blog.very.co.uk/2014/12/the-ultimate-urban-winter-collection-from-bench-plus-win-a-full-outfit-for-him-and-for-her/ 1727
http://www.superdry.com/terms-and-conditions 1620
http://www.bestdressed.co.uk/?q=superdry 1572
https://twibble.io 1027
http://wardrobetrendsfashion.com/lipsy-sport-collection/ 515
http://instagram.com/p/w9UI5loEOB/ 365
http://www.very.co.uk/ 198
http://thesocialmediamonthly.com/use-social-media-marketing-%E2%80%93-word-mouth/ 179
http://gatwickairport.com/12daysofgiftmas/ 157
8. WHERE IS DAMAGE BEING DONE?
10. WHICH OTHER BRANDS ARE BENEFITING?
7. WHERE ARE CUSTOMERS FINDING THE STORY? 9. HOW VISIBLE IS THE REACH?
WE CALCULATE THE IMPACT OF EACH VEX IN TERMS OF REPLACEMENT COST AND TOTAL REVENUE LOSS
CUSTOMER TYPICAL
PURCHASE VALUE
CUSTOMER TYPICAL
PURCHASE FREQUENCY
% OF SHARE MOVED TO
COMPETITOR
TIMEFRAME ACROSS WHICH
VEX IS RECORDED
VOLUME OF SIMILAR VEX
SOCIAL NOISE RECORDED
POTENTIAL CUSTOMER
REVENUE LOSS
LIKELIHOOD TO RETURN TO OFFENDING
BRAND
COMPETITOR GAIN TO RECOVER
TOTAL BUSINESS REVENUE LOSS
FROM VEX
2015 PUBLICATION PRICING AND SCHEDULE
JANUARY FEBRUARY MARCH APRIL MAY JUNE
RETAILERS RESTAURANTS TRANSPORT RETAILERS RESTAURANTS TRANSPORT
BANKING INSURANCE TELECOMS BANKING INSURANCE TELECOMMS
SUPERMARKETS DAYS OUT UTILITIES SUPERMARKETS DAYS OUT UTILITIES
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
RETAILERS RESTAURANTS TRANSPORT RETAILERS RESTAURANTS TRANSPORT
BANKING INSURANCE TELECOMS BANKING INSURANCE TELECOMMS
SUPERMARKETS DAYS OUT UTILITIES SUPERMARKETS DAYS OUT UTILITIES
FOR FURTHER INFORMATION AND ORDERS EMAIL [email protected]. OR CALL +44 (0) 1279 502209 . REPORTS DESPATCHED AT END OF MONTH. PAYMENT TERMS 28 DAYS FROM INVOICE.
REPORT FREQUENCY COST
SECTOR REPORTS WITH VEX TRENDS AND DETAILED EXAMPLES DESPATCHED ON REQUEST QUARTERLY £750 (PLUS VAT)
ANNUAL SECTOR REPORT SUBSCRIPTION (4 REPORTS) AUTOMATICALLY DESPATCHED QUATERLEY £2,500 (PLUS VAT)
SPECIFIC BRAND REPORTS WITH VEX TRENDS AND FULL EXAMPLES ON REQUEST £2,000 (PLUS VAT)