Maximizing Underutilized Customer Data for Profit

Eli Schwartz, SurveyMonkey

Etail Asia March 2016

Please go to this URL:http://bit.ly/etailsurvey

We live in an age of data

All the cool kids use data in their upsells & inbound marketing

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…spending lots of money

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And not necessarily even doing it right

77

Implicit Data

Explicit Data

88

Gym Membership $272

Teeth Whitening $88

Hotel Rooms $210

How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December 2012

Implicit Data

Explicit data gathering is difficult

Time Consuming

Expensive

Not Scalable

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Available for anyone to see

Use Online Tools to Collect Data

Paper Surveys

Time Consuming

Not Scalable

Expensive

Online Forms

Limited Question Types

Limited Analysis

Advanced Question Types

Advanced Analytics

Customer Service

Survey Software

Traditional feedback data can also become big data

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Data Utopia

What are you lookingfor in a new car?Desired product

featuresDecision processDo they have credit cards

Emphasize quality

Offer COD

82%Higher quality

2%Lowercost

16%No credit card

ImplicitData

Survey

Answers

Explicit Data

Example: Everyone has seen the basic NPS

% Promoters - % Detractors

Net Promoter Score

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But shouldn’t NPS vary by attributes?

GenderAge LanguagesEmploymentStatus

ExerciseInternet Usage Marital Status

GamingHouseholdIncome

LocationEthnicity EducationIndustry Devices

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These personas have different buying and experience needs

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• If A & B• If A & B & C

• Examples: • Women over 70 that run marathons• People with multiple passports in

Singapore on a long term pass

Think about double pivot and triple pivot

Every customer is an individual

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...And you can even explicitly target them

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Examples of great targeting

Case Studies

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• Simple-to-administer surveys eliminate the need to create webpages and forms for each new survey – saving ANA time and money

• Customer feedback about ANA’s Facebook page and “ANA Latte” travel website guides content development and increases engagement

• Surveys on ANA’s Business Class and Boeing 787 services help gauge customer response to new products

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• General managers are able to obtain immediate access to feedback data and utilize them efficiently  • Immediate responses are able to improve guest loyalty and memorable stay experience

• Managers can use feedback data to improve their overall satisfaction scores

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• Discovered viral content which drew in media coverage of their event

• Measured the concerns of local citizens when it came to clean toilets in Singapore and the rating system created by RAS

• Established a benchmark on awareness of their cause to now grow against

Some results are here http://bit.ly/etailresults

1. Don’t leave customer analysis to just business analytics and insights

2. Customer satisfaction might be the last item people use to make a purchase decision, but a bad customer experience will be the first thing they talk about

3. Create a culture of asking. Use every customer touch point to gain real feedback.

Bonus: People will answer the most sensitive questions if you ask right

Key points to remember

Email me for slides:elis@surveymonkey.com