webinar audience insight in the real-time era
DESCRIPTION
How well do you know your customer? On March 6, iCrossing and our guest Forrester Research hosted a webinar that gave attendees the tools to better understand your audience across the customer journey. For more information visit www.icrossing.comTRANSCRIPT
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?
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
Does it just mean marketing?
Is it customer service?
Or something else?
What is Customer Experience?
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How your customers perceive their interactions with your company.
Customer Experience is:
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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
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
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?
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
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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
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
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?
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
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”
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
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
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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
3rd Party Validation
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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
• Activities• Media
Consumed • Role of Media• Influencers
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• Search language
• Activities• Media
Consumed • Role of Media• Influencers
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• Search language
• Activities• Media
Consumed • Role of Media• Influencers
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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
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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
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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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
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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