webinar audience insight in the real-time era

Audience Insight in the Real-Time EraAn iCrossing Webinar with Forrester Research, Inc.

March 6, 2013 | 1:00pm EST

With you today

Lisa Ponte FazioSenior Vice President, Market Research, iCrossing

Jonathan BrowneSenior Analyst, Forrester Research, Inc.

#iCinsight

© 2013 Forrester Research, Inc. Reproduction Prohibited 3

Agenda

›What is customer understanding and how does it relate to customer experience?

›Why is customer understanding critical to building a brand?

›What is different about how we understand our customers today?


Does it just mean marketing?

Is it customer service?

Or something else?

What is Customer Experience?


How your customers perceive their interactions with your company.

Customer Experience is:


Customer understanding is essential

›Customer understanding is the sensory system of a healthy customer experience practice.

›Systematically applying appropriate customer understanding practices, enables organizations to:

• Empathize with customers

• Discover customers’ latent needs

• Share a consistent view of the customer across the organization

• Respond to evolving customer behavior


A healthcare provider uses personas to build empathy with its customers

BBVA’s personas enabled the bank to see the deep needs of key customers

The bank found that cautious customers wanted “reassurance” and “recognition” when they were seeking advice


Agenda





PR

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Pro

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Web

site

Tech

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Make promisesCommunicate brand image

Keep promisesDeliver value

Brand is not just about the promises you make … It’s about keeping them.

Emirates mapped customer journeys

Source: Emirates

Emirates analyzes “relationship makers” and “relationship breakers”

Source: Emirates


Agenda





AT&T matched users of its online community to its personas

AT&T guides discussions in its community and analyzes its users’ sentiment about various products and services based on the personas

Companies are investing in closed loop voice of customer listening programs

InterpretListen React Monitor

Culture and alignment

Process and organization


October 2012 “The State Of VoC Programs, 2012”

Firms need to turn data into actionable insight

Technology is a vital for managing the customer experience ecosystem

Delivery delay: He tweets a dissatisfied comment

Companies need capabilities to listen and respond – both to solicited and unsolicited feedback

Technology gives companies a handle on unstructured and unsolicited data

February 2009 “Voice Of The Customer: The Next Generation”


What it means

› Brands must meet or exceed customer expectations by fulfilling their promises

› Ethnography reveals deep insight into customers’ rational and emotional needs

› Personas, and customer journey maps help firms to encapsulate and socialize insight

› Incorporate unsolicited and unstructured feedback into your customer understanding

Optimizing Customer Insight Tools

1. The data tsunami

2. Establishing objectives

3. Matching data to objectives

4. Where is it all going?

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“It's difficult to imagine the power that you're going to have when so many different sorts of data are available.”

– Tim Berners Lee

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Search data

Social data

Primary research data

Secondary research data

Subscription data sources

Site analytics data

So much dataHitwise data

comScore data

DMP data

(CC) Globalwaterpartnership

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“So much data; so little information.”

– Lisa Ponte Fazio

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CustomerInsight

Data

Objectives

Persona Development ProcessIt looks intimidating until you break it down.

Identify Key Drivers of Choice

Understand Purchase Process

Determine Category Lexicon

Overlay Demographic,

Usage, and Media Consumption of

Target Customer

Experiential Mapping or Ethnography and Linguistic Profile

Experiential Mapping, Ethnography, or quantitative survey

Linguistic Profile and Social Media Audit

Forrester Technographics Data and Customer Segmentation Data or DMP data

Trend/Style Persona

Brand Persona

Price Persona

Feature-Rich Persona

Simple Persona

3rd Party Validation Persona

Each Unique Choice Driver Defines a Behavioral Persona

The Customer Journey for Each Persona Mirrors the Purchase Process

The Voice of the Persona Reflects Search Behavior and Social Media

Gives the Persona Fact-Based Characteristics

Trend/Style

Brand

Price

Feature-Rich

Simple

3rd Party Validation

1. Consumer Reports

2. Online Retailer3. Brand Sites4. Store5. Online Retailer

TV vs. Television

Mobile vs. Cell

HD vs. High Definition

Most likely Demographic

Characteristics

Most likely participation in Social Media

Sites/Magazines/TV Shows

RESE

ARCH

INPU

TSST

EPS

OU

TCO

MES

EXAM

PLES

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What do we want to know about our target audience?

• How they think about the brand and the category

• The category lexicon• What is important to them when

they’re deciding what to buy• How they like to shop and buy

– Includes their relationship with digital channels and technology

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• DMP data• Primary research

data• Forrester

Technographics data

• Primary research data

• Search data• Social data

• Search data• Social data• Research

subscription data

How they think about the brand

and category

The category lexicon

How they like to shop and buy

What’s important to them when

they’re deciding what to buy

Linguistic analysis holds the key to understanding how your customers think and the category lexicon

“Language is the machinery of the mind. We have the ability to have thoughts independent of language; but language is obviously very important to supplying the actual content of the thoughts.”

- Harvard Psycholinguist, Steven Pinker. Author of “The Stuff of Thought – Language as a Window into Human Nature”

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“Link by link, click by click, search is building possibly the most lasting, ponderous, and significant cultural artifact in the history of humankind: the Database of Intentions.”

- John Battelle

Author of “The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture”

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Identifying the drivers of choice

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• Ethnography: in situ or in-depth interviews

• Focus groups

• Social conversation analysis

• Search data analysis

Trend/Style

Brand

Price

Feature-Rich

Simple


OLD

SC

HO

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NE

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CH

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Delineating the buying decision

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• Search language

• Activities• Media

Consumed • Role of Media• Influencers

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• Search language



3

• Search language



2

• Search language



1

PU

RC

HA

SE

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RIG

GE

R

PRIMARY DRIVER OF CHOICE

SURVEYS OR QUALITATIVE RESEARCH AGENT-BASED MODELING

Bringing each persona to life

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• Where she/he lives• Demographics• Psychographics• Activities and hobbies• Media habits• Technology adoption• Mobile channel usage• Social channel usage

NE

W S

CH

OO

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Putting it all together

Identify Key Drivers of Choice

Understand Purchase Process

Determine Category Lexicon

Overlay Demographic,

Usage, and Media Consumption of

Target Customer

Experiential Mapping or Ethnography and Linguistic Profile

Experiential Mapping, Ethnography, or quantitative survey

Linguistic Profile and Social Media Audit

Forrester Technographics Data and Customer Segmentation Data or DMP data

Trend/Style Persona

Brand Persona

Price Persona

Feature-Rich Persona

Simple Persona

3rd Party Validation Persona

Each Unique Choice Driver Defines a Behavioral Persona

The Customer Journey for Each Persona Mirrors the Purchase Process

The Voice of the Persona Reflects Search Behavior and Social Media

Gives the Persona Fact-Based Characteristics

Trend/Style

Brand

Price

Feature-Rich

Simple


1. Consumer Reports

2. Online Retailer3. Brand Sites4. Store5. Online Retailer

TV vs. Television

Mobile vs. Cell

HD vs. High Definition

Most likely Demographic

Characteristics

Most likely participation in Social Media

Sites/Magazines/TV Shows

RESE

ARCH

INPU

TSST

EPS

OU

TCO

MES

EXAM

PLES

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Six discrete personas

BRAND BELIEVERSPut trust in brands, and uses

brand names as a substitute for deeper research

HAPPENING HIPSTERSLatest trends and style of

products, guide their purchase behavior

GADGET GEEKSLooking for the feature-rich

products with latest innovations

RAVENOUS RESEARCHERSSeek third party research and validation

from consumer and professional reviews before purchasing

FRUGAL FORAGERSShop on price – they are looking for a

deal, or willing to wait for one

BASIC BUYERSLooking for basic functionality, they are

unimpressed by brands, trends or bells and whistles

Site is designed to facilitate TASK COMPLETION for every Persona

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Happening HipsterPRIMARY MOTIVATION:

Trend/Style

Jenny sees everything she owns as an extension of herself – and that means it needs to look good and be cutting edge. She always wants to be the first to buy the latest, even if a little extra effort or cost are involved. It’s not just about being in-style, it’s about being ahead of the curve.

She reads publications that feature celebrity lifestyles, celebrity gossip, and fashion. Male Hipsters consume publications that have news in an easily digestible format and like to read about cars and sports.

Hipsters are significantly more likely to watch reality TV than consumers in the other segments. Overall, this group consumes online media & social media with great frequency and in great quantity. Heavy users of mobile apps, they frequently use their mobile phones to access social media sites.

SITE FEATURES• Premium photography• Fashionable models & stylish

decorating in images• Polished design

CONNECTS TO WEB VIA• Mobile phone• Laptop• Tablet

• Age 33• Single

• Lives in Brooklyn, NY• College education

• Annual income is $87,000

MOBILE PHONE ACTIVITIES• Talking• Daily texting• Email• Mobile Internet• Playing games• Listening to music• Accessing social networking sites

MEDIA• Regularly visits news sites,

Epicutious, HBO, CNN money, Marketwatch, MTV, WSJ.com & Flickr

• Uses VOIP, gambles online, & likes to watch full length movies online.

• Downloads videos, music, and plays games online with others.

• Uses peer-to-peer file sharing

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CDJ: Happening HipsterCONSIDER EVALUATE PURCHASE ENJOY ADVOCATE

SO

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ISP

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Look at and play with/ use friends’ product, visit stores to see actual product.

Make Facebook status “looking for new PRODUCT – suggestions?” Keep track of what friends have to say

Search on ‘best’ and ‘hottest’ + PRODUCT

Read consumer reviews and visit brand websites

Visit retailer website to see which desirable PRODUCTS they offer

Visit store to do one last comparison. Buy PRODUCT.

Visit PRODUCT Facebook page, Like, and make a post

Use PRODUCT

Rave about the phone on blog

Show off phone to fiends and family

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6 Check in on Foursquare at the store to see if there are any deals for Foursquare users.

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Where is it all going

• Observing actual behavior is better than asking about behavior. Analytics, especially agent-based modeling will provide behavioral insight

• Right now, ‘big data’ is like those math word problems from when you were a kid. The biggest challenge is separating the relevant from the irrelevant data

• Sometimes we’ll still have to ask people questions

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Things to consider

• Have you explicitly identified what you need to know about your customer?

• Have you matched your information needs with the most efficient methodology or methodologies for achieving the learning?

• Can you use the data to tell a meaningful story?

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Q&A

Stay Connected with iCrossing

Find out more at www.icrossing.comCall us toll-free at 866-620-3780

Email us at [email protected]

Follow us at Twitter@icrossing and @thecontentlab

Become a fan at facebook.com/icrossing

#iCinsight

Thank you

Lisa Ponte FazioSVP, Market Research, iCrossing

www.icrossing.com

Jonathan BrowneSenior Analyst, Forrester Research, Inc.

www.forrester.com

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