Listening through Customer Insights

75 %
25 %
Information about Listening through Customer Insights
Business & Mgmt

Published on February 20, 2014

Author: delviniainteractive



In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.

Turning data into action is the top organizational issue facing business leaders and marketers today. Source: IBM Global Report

Quick Facts. Established in 1998, Privately held Located in downtown Toronto Award Winning, Industry Leadership A fusion of research, consulting and design

Market Research 101

What is Market Research? -the organized practice of gathering information about target markets or customers The Who?

Why you need to do it!

Good vs. Bad Questions Q1. Do you know the main usage of Prebiotics? - Yes - No - No sure Q2. To the best of your knowledge, which of the following statements about Prebiotics usage is correct (please don’t guess)? - Prebiotics are used to treat high cholesterol - Prebiotics are used to restore healthy bacteria - Prebiotics are used to feed healthy bacteria - Prebiotics are used to kill harmful bacteria - Don’t know While over 50% of the respondents in the general adult population responded “Yes” to Question 1, only 13% were able to answer correctly for Question 2 (“Prebiotics are used to feed healthy bacteria”).

Good vs. Bad Questions Q. Why do you like our magazine? - Because it’s informative - Because it’s available on line - Because it’s free - Because it has great ads - Other (please specify) Well, if one conducts this survey to better understand his or her customer, wouldn’t it be more meaningful to ask what is missing in the magazine and what can be improved? Q. How much would you pay for the product? - $10.99 - $11.99 - $12.99

Comparison of Options Online Panels DIY Communities/ Crowd Sourcing Profiling Strong Limited Limited Work involved Limited Heavy Limited Cost $/$$ $ $/$$/$$$ Technical Capabilities Strong Limited Strong Creative Capabilities Medium/Strong Limited Strong Research Understanding Limited/medium Medium/strong Limited/medium/ strong Rigour Medium/strong Medium/ Strong Limited/medium/ strong

Technical Possibilities

Technical Possibilities

Do customers believe brands are really listening to them?

feel it’s 91% important for brands to offer a feedback channel and test new ideas

provided 69% feedback to a brand in the past year.

feel that 50% brands are more receptive to feedback today than 3 years ago.


Support tickets Order history Contact Data Contact Information Lead source Research Customer Satisfaction Support Experience Voice of the Customer Data Social Media Conversations Product Enhancement Feedback

What do customers want in return for their feedback?


69% 40% Acknowledge or reply message Evidence that you took action 31% Extrinsic reward

Cost Effective Ways Start Ups Can Collect Insights

Secondary Data

DIY Insights


Social Monitoring. Social Monitoring Monthly Reporting

Omnibus Ask 1 Question for Quick Insight Weekly survey of 1000 Canadians Demographically representative of Canadian Population Results include your proprietary questions cross-tabulated by key demographic variables (age, region, gender, income)

1-on-1 Interviews

Online Usability Testing.

Aggregated Data Generation5 has created an algorithm that “predicts” how every residential postal code in Canada is demographically evolving with 98% accuracy; data can be used to target your best customers Environics Analytics provides companies the ability to understand habits and trends of Canadians in every postal code via their proprietary Prizm C2 Segmentation algorithm

Crowdsourcing Modules

The Role Insights Can Play in Innovation

CUSTOMER EXPERIENCE MAPPING Today's path-to-purchase is nonlinear and dynamic. Customers use multiple channels, devices and expect a seamless, integrated and consistent experience.

What is a Customer Journey Map? A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-topurchase for a product, service or brand. Attract Attract Interact Interact Engage Engage Convert Convert Trigger aaneed Trigger need Understand the Understand the need need Provide solutions Provide solutions Act Act Objectives Needs Feelings Barriers • • Remind or trigger Remind or trigger aa need need • • Recognize I I have Recognize have aa problem problem • • Address aa pain Address pain point point • • I I don’t know what I don’t know what I don’t know don’t know • • Draw me aa Draw me scenario scenario • • I I have questions have questions • • Deal with the Deal with the immediate need immediate need • • Be relevant Be relevant • • Personalize Personalize • • Partnership Partnership • • Privacy/trust Privacy/trust •• •• •• •• •• •• •• •• •• •• •• •• •• •• •• •• • • Resolved Resolved • • Loyal Loyal • • Confident Confident Anxious Anxious Defensive Defensive Distracted Distracted Hopeful Hopeful Ambivalent Ambivalent Curious Curious Guarded Guarded Open Open Relevance, trust, fear, Relevance, trust, fear, acknowledgement, time, acknowledgement, time, convenience, distraction convenience, distraction Interested Interested Frustrated Frustrated Excited Excited Feel good Feel good Style, approach, language, Style, approach, language, expectations, time, expectations, time, knowledge of client knowledge of client Clarify Clarify Validate Validate Satisfaction Satisfaction Reality Reality Literacy, risk tolerance, Literacy, risk tolerance, convenience, time, convenience, time, commitment commitment

What is a Customer Journey Map? Action Map A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-topurchase for a product, service or brand. Mobile App Front Line Staff QR / UPC Code Click to Chat

What is a Customer Journey Map? A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-topurchase for a product, service or brand.

Operational Improvements. Direct-to-Consumer business increased from 9% to 30% Unique visitors increased by 15% Online Applications increased by 38%

Branded utility to support their travel experience.

Why create a Journey Map?      Recognize customer pain points Improve the experience Prioritise business objectives Deploy resources effectively Increase revenue & profit


Crowd Sourcing

Future of Market Research in Canada

Mobile Environment


Holistic View of Data (Big Data)

Customer Journey Mapping

Data Enablement -Data Simulators -Real Time Data Visualization -Data and Augmented Reality

How Research Can Make You a Thought Leader

Research for Presentations -Conferences are looking for data to back up point of view -90%+ of all presentations at the CMA national conference had a research metric in the presentation -Consumable pieces of research in presentations have the ability to go viral

Press Releases/Marketing Materials

Thought Leadership as a Sales Generator -Credibility -Expertise -Understanding

It's all about capturing customer insights and acting on them!


Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Developing Customer Insights Through Social Listening ...

Every business wants an answer to certain questions: 1. What do people say about our product? 2. Who is talking about them and who likes or ...
Read more

Keep Listening Through Customer Insights - Multiplicity ...

Eventbrite - Multiplicity presents Keep Listening Through Customer Insights - Multiplicity Speaker Series - Wednesday, 19 February 2014 at ING DIRECT Café ...
Read more

Presentation Slides: Listening through customer insights ...

On Wednesday, AskingCanadians Vice President Raj Manocha was invited to take part in Multiplicity‘s ongoing speaker series about Launching and Growing ...
Read more

Keep Listening Through Customer Insights -

Keep Listening Through Customer Insights Date Posted:February 12, 2014. Wednesday, February 19, 2014, 5:30 PM – 7:30 PM Register Here. This seminar will ...
Read more

Keep Listening Through Customer Insights with Raj Manocha

Keep Listening Through Customer Insights with Raj Manocha. Syndicated from: Canadian Youth Business Foundation
Read more


Keep Listening Through Customer Insights February 12, 2014. Wednesday, February 19, 2014, 5:30 PM – 7:30 PM Register Here. This seminar will be the 4th ...
Read more

Social media listening with Hootsuite Insights - formerly ...

Get deep social media listening, track brand sentiment, and see results in real time with Hootsuite Insights.
Read more

Read More by Author - Futurpreneur

... Find out What It Means to the Customer in Your Services Agreement. Dragons and ... and offer industry insights and tips to help build ...
Read more

Social CRM Software from Microsoft | Microsoft Dynamics

Get Microsoft Social Engagement. Empower your team with social CRM software that allows you to listen everywhere, analyze sentiment and drive engagement.
Read more