blogwell san francisco case study: verizon, presented by laurie shook
DESCRIPTION
In their presentation, Verizon's Telecom/Business Portfolio Leader, Laurie Shook, shares how they generate new product ideas from their biggest fans. Laurie goes into detail about the impact of social media on product development and best practices for responding to customer feedback. Watch the video of this presentation here: https://vimeo.com/41887792TRANSCRIPT
SocialMedia.orgVideo Case Studies
Laurie Shook
The Power of the Crowd
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Francisco
March 27, 2012socialmedia.org/blogwell
Verizon
Digital
1
Idea Exchange
Fan Engagement with New Product Development Blogwell San Francisco
March 27, 2012
Presented by Laurie Shook
2
Verizon Digital
Idea Exchange Overview
Description:
• A place for Verizon customers to share ideas for Verizon services.
• Customers comment and vote up ideas
• Customer-vetted ideas taken to product teams
Benefits:
• Encourages customer engagement and self-service
• Identifies new product and service enhancements
• Facilitates customer-driven products/services
• Launched: July 2010
• http://verizon.com/ideas
3
Verizon Digital
Capturing Diverse Input
Many topics within FiOS/ wire line
consumer portfolio
2 Votes
Verizon Cable Remote Panoramic Video
Camera
Status: Acknowledged by daforest on 03-01-2012 07:33 AM - last edited on 03-01-2012 Verizon,
I have been a long time customer and openly expressive about how impressed I
am with your services. This being said, there are not many times when I will
vocalize a concept or idea that I have to your marketing staff, but today, I was
lucky enough to have our heavenly father, Jesus Christ, give me the most
impressive idea I think you will ever hear. A Verizon Cable remote with an HD
Optimized Laser Accurate Panoramic Thermal Video Camera TM. Yes, you
read that correctly.
23 Votes
Option to automatically view HD
version of show if available
Status: Acknowledged by aschiefe on 02-15-2012 07:41 AM
I know that you can jump to HD if it is available, but how about a
set-up option that allows us to scroll through the standard TV list
(i.e., the lower channels), and if the show is available in HD
AUTOMATICALLY show it in HD. we'll look at that.
135 Votes
Add an option to hide
channels that I don't subscribe
to
Status: Launched by ACABThomas on 08-02-2010 08:44 PM
Currently there's no way to hide unsubscribed channels in
the guide and when hitting channel up/down - this is
ridiculous. Clearly Verizon…advertise these additional
channels in hopes of getting people to subscribe to them
and spend more money. Well all it does is **bleep** people
off, so please add this option.
4
Verizon Digital
Content and Exchange Process Suggestions
14 Votes
Longhorn Network
Status: Launched
by sneedles on 04-06-2011 12:55 PM Please carry the new Longhorn Network
3 Votes
SEC TV/Sunshine Network
Status: New Idea
by NYIceQueen on 03-02-2012 01:31 AM I would like to see Verizon offer SEC TV to everyone. I'm in NY But from
FL and I'm stuck with the Big Ten Network and the LONGHORN
NETWORK. I can understand Big Ten but LONGHORN? How close are
we to Texas up here? 26 Votes
Vote against an idea
Status: New Idea
by nascar on 02-16-2012 12:16 PM As it stands now we can only vote for an idea. I'd like to be able to
vote against the idea. There may be an idea with 8 votes for but 20
might not like the idea so it should be a -12.
5
Verizon Digital
Idea Exchange Vetting Process
Unique? New? Clear?
Not
likely
Later
Accepted
In
Progress Launched Under
Review
1706
Ideas
Submitted 917 Net
New
283
Accepted
39
Launched
Ideas assessed and prioritized based on urgency,
value, and customer benefit
6
Verizon Digital
Verizon Case Study: The IMG 1.9 Plan
The IMG (Interactive Media Guide)
• Business Objectives:
• Extended HD Channel Guide
• Shortcut to HD Channels
• Hide unsubscribed channels
• DVR chapter selection
• Make guide softer, easier on
the eyes
• Plan of Action:
• New releases 1X a year
• 1 year development cycle
• Rigorous Beta test prior to
launch
• Desired Results: Call avoidance to
FiOS Service Center (over time)
Legacy IMG
New IMG
7
Verizon Digital
Mixed Customer Reactions
• @FiOSTV wow the GUI is nice!
• Love being able to watch stuff off both DVR's!
• New Subscribed Channels list=awesome. (Idea Exchange request)
• and the esata availability is huge (Idea Exchange request)
8
Verizon Digital
How to Respond?
• Cool your jets before responding
• Respond within the medium (Idea Exchange)
• Personalized response
• Addressed testing effort, and perception / reality differences
• Mentioned positive feedback without being defensive
“I am sorry you are not of the same mind... and we will work to get you all
smiling again.”
by Joe_Ambeault on 09-16-2011 07:56 AM
9
Verizon Digital
Why the Disparity?
• Active Idea Exchange members more
likely innovators/early adopters
• Objectors not active forum members
• New guide tested in lab-like conditions;
Visibility issues at home?
• “Hawthorne Effect”—desire to please
test conductors
Community Bias? Test Condition Bias?
10
Verizon Digital
Impact of Social on Product Development
• FASTER customer feedback
• See nuances of customer opinion
• More focus on customer priorities
• Customer expectation: “internet time”
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellSan Fracisco
March 27, 2012socialmedia.org/blogwell