6 Strategies to Increase Engagement & Participation

Transcription

1 6 Strategies to Increase Engagement & Participation Best Practices Conference 2014 Presented by: Rick Banovich - Director, Customer Experience Ian Cummings -Director, Client Strategy and Development Best Practices Conference 2014 August InMoment, Inc. 1

2 There are only three measurements that tell you nearly everything you need to know about your organization s overall performance: employee engagement, customer satisfaction, and cash flow. It goes without saying that no company, small or large, can win over the long run without energized employees who believe in the mission and understand how to achieve it. Jack Welch, former CEO of GE Best Practices Conference 2014 August InMoment, Inc. 2

3 1 Let it be Known 2 Create an Ongoing Dialog 3 Listen Everywhere 4 What s in it for me? 5 Create Transparency 6 Be Part of the Culture Best Practices Conference 2014 August InMoment, Inc. 3

4 1 Let it be Known Best Practices Conference 2014 August InMoment, Inc. 4

5 The Marketing Effect Launched with a Bang! Receipt Dependant Program Relaunch! Target avg. 30 per location per period P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P Average Response Count Best Practices Conference 2014 August InMoment, Inc. 5

6 Market, Market, Market Staff Ribbon Exit Door Decal Counter Card Best Practices Conference 2014 August InMoment, Inc. 6

7 2 Create an Ongoing Dialog Best Practices Conference 2014 August InMoment, Inc. 7

8 VOC Survey Design Best Practices Customer First Operational Focus Design Principles Design with the end in mind Ensure Actionability For every question ask yourself: 1. What is the issue? 2. Who can resolve it? Keep questions short and pointed Utilize Text Analytics Best Practices Conference 2014 August InMoment, Inc. 8

9 3 Listen Everywhere Best Practices Conference 2014 August InMoment, Inc. 9

10 Listen Everywhere What are your Customer Touch Points? Have you identified all customer touch points? What are your Moments of Truth? Are you listening everywhere? Are you leveraging your VoC tools to measure all of your Moments of Truth? Best Practices Conference 2014 August InMoment, Inc. 10

11 The Voices of an Enterprise Best Practices Conference 2014 August InMoment, Inc. 11

12 Bump Your Counts Utilize Outbound Dial/ Campaigns When Available Relationship/Loyalty Programs Real-time feedback Best Practices Conference 2014 August InMoment, Inc. 12

13 4 What s in it for me? Best Practices Conference 2014 August InMoment, Inc. 13

14 A Simple Mention Group 1: Invitation placed on the counter without drawing any attention to it Group 2: Hand invitation during the transaction and did not discussing it 4% 9% 14% Group 3: Hand invitation during the transaction AND requested participation and expressing their value of their feedback Placed on Counter Handed Invitation Handed with Spoken Request Best Practices Conference 2014 August InMoment, Inc. 14

15 Offer a Carrot Why Not Incentivize? Company Sweepstakes Bounceback InMoment Sweepstakes Increased Response Rates Reduce Non-Response Bias Drive Business Back Into Your Locations! Best Practices Conference 2014 August InMoment, Inc. 15

16 The Incentivized Advantage Case Study: Fully managed & funded sweepstakes ($500,000 per annum) - Plus - Instant bounce-back offers boost response rates and drive traffic back to locations Response rate impact: Case Study: AVERAGE TICKET: Returning New Customers: w/bounceback: (24% lift) Returning Existing Customers: w/bounceback: (14% lift) BOGO $5 off $7 off $10 off 4% 6% 9% 38% Best Practices Conference 2014 August InMoment, Inc. 16

17 Did Someone Say Make Sure You Invite Everyone! Multiple Invitation Approaches Cherry Picking Verbalize & Visualize the Invitation 73% 11% 26% 37% 51% Bottom Quintile Top Quintile % Mentioned Survey Best Practices Conference 2014 August InMoment, Inc. 17

18 5 Create Transparency Best Practices Conference 2014 August InMoment, Inc. 18

19 Transparency Act on your Customer Feedback... Identify Issues Implement change to correct issues Communicate Improvements to customers When customers feel responsible for changes that are made on their behalf they are: More loyal to your brand More likely to purchase again More likely to provide feedback in the future Best Practices Conference 2014 August InMoment, Inc. 19

20 Communicate Commitment Best Practices Conference 2014 August InMoment, Inc. 20

21 6 Be Part of the Culture Best Practices Conference 2014 August InMoment, Inc. 21

22 Program Engagement Program Owner Identify a Dedicated Program Owner Training the Trainer It s Your Program Internal Communication Continually Reporting to the Field Executive Involvement Reward & Recognize Use Your Feedback as a Carrot I ve just got to tell you, your team at the Houston, Vine Street location is amazing. Steve always calls me by name, he s very familiar with our needs, and he treats us like we re more than just a ticket. I will always visit there, and I ll tell everyone I know about the excellent service I receive! Tom Carlson Best Practices Conference 2014 August InMoment, Inc. 22

23 Reward the Stores and Employees! Best Practices Conference 2014 August InMoment, Inc. 23

24 Creating a Culture Change Communication What is the Customer Experience? Execution Setting program goals and achievements Measurement Track, Measure, and Analyze store performance Everyone in your company needs to Know how they are doing Know what to do See the results Best Practices Conference 2014 August InMoment, Inc. 24

25 Bonus Outcomes of Program Engagement! Response Counts Up! Experience Scores Up! Overall, how satisfied were you with your visit to this Canadian Tire Store? (% of satisfied respondents) Best Practices Conference 2014 August InMoment, Inc. 25

26 1 Let it be Known 2 Create an Ongoing Dialog 3 Listen Everywhere 4 What s in it for me? 5 Create Transparency 6 Be Part of the Culture Best Practices Conference 2014 August InMoment, Inc. 26

27 Thank you! Rick Banovich - Director, Customer Experience rbanovich@inmoment.com Ian Cummings - Director, Client Strategy & Development icummings@inmoment.com Best Practices Conference 2014 August InMoment, Inc. 27