[Webinar ] 10 Tips for Creating your own Voice of the Customer Programme

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The #1 Customer and User Experience Research and Analytics Platform

10 Tips for Creating your own Voice of the Customer Programme

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Stefano heads up the UX Research & Consulting for UserZoom Spain. He is

an expert in both quantitative and

qualitative UX & usability research methods.

The clients he provides advice to are

from a wide range of sectors: ecommerce, finance & insurance,

retail, travel & tourism, technology and

more.

About Me

Stefano SerafinelliUX Lead

UserZoom Spain

Webinar: 10 Tips for Creating your own VoC Programme

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Quick Housekeeping • Chat box is available, if you have any questions• Or tweet your question using #uzwebinar• There will be time for Q&A at the end of the webinar• We will be recording the webinar for future viewing• All attendees will receive a copy of the

slides/recording• + Whitepaper: Building a VoC programme for

your company in the online channel#uzwebinar


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WebinarGoing Beyond Surveys, Tweets, Complaints and Big Data

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• About Voice of the Customer: • What is VoC? How can you benefit from it? How do you measure it?

What data do you obtain?• How do advanced VoC studies work

• VOC Types:• One-shot VoC• Measuring VoC in a continuous way• Continuous VoC case studies

• 10 Tips & Easy Steps: • How to create your own VoC programme

Webinar Agenda

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Voice of the Customer for Mobile & Desktop

About Voice of the Customer

Voice of the Customer programme:

Obtain user & customer feedback and measure their satisfaction rates.

In an online environment:- Reason for a visit- Success rates- Difficulties

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Online VoC studies help to identify whether your customers have problems achieving their objectives:


1. Whether your site navigation is easy-to-use and intuitive.

2. Lack of information: Whether you provide everything necessary in the product or service specifications etc.

3. Whether information is presented in a clear and straightforward manner.

4. Perception: Whether your website communicates security and conveys your brand values.

5. Interaction problems: For example with forms etc.#uzwebinar

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Voice of the Customer for Mobile & Desktop

Intercept users and ask them about their browsing experience+ Real user context, provides clear

insight into problems users encounter (content, navigation etc.), large samples

- No information related to usability


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A standard flow for an advanced VOC

Reason for a visit Success? Had

problems?Which

problems (main)?

Which problems (detail)?

NPS Demographic

For each individual scenario (reason for a visit / profile)

Which problems?• I have not found the product• Problems with registration• Price is too high• Problems with main menu

¿Which problems with registration?• Did not want to provide personal data• The form gave me an error• I did not have all the requested data• Did not find how to register• I should be able to buy without registering

For each main problem (if needed)

How do advanced studies work?

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Customer & User Data you obtain:

Clickstream Data & Clickpaths

Feedback and satisfaction

from users

Video Session replay

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VoC Types:One shot vs. continuous

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– Exact photo of the user experience over a limited period of time (1-3 weeks)

One-shot VoC studies

How to measure VoC in a continous way?

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– “Small” samples (200+)



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– When repeating a VOC study, changes to the original scripts are more likely to happen, so the two studies are not directly comparable.



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– When repeating a VOC study, changes to the original scripts are more likely to happen, so the two studies are not directly comparable.

– Dependent on seasonality



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Hotels (seaside) Flight + hotel Hotels (cities)0%

10%

20%

30%

40% 34%30%

14%

April

Hotels (seaside) Flight + hotel Hotels (cities)0%

10%

20%

30%

40%

50% 45%

22%

8%

July

VOC Study Travel Website



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• One shot VoC study

– Limited period of time (1-3 weeks)

– “Small” samples (200+)– When repeating a VOC

study, changes to the original scripts are more likely to happen, so the two studies are not directly comparable.

– Seasonality dependent

• Continuous VOC

– Long period of time (6-12+ months)

– Bigger samples– Study does not change (a

lot)– Not dependent on

seasonality

Continuous VoC


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Case Study1. Large e-commerce

Website• VoC & the Online Buying Process

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Case study. Large e-commerce website• More than 115.000 respondents over

10 months• 11 online store departments analyzed• Data collected:

o Reasons for a visito Overall reported success rateso Difficultieso Efforto Customer satisfactiono User profile

• Insightso Statistically significant data on

website usageo In-depth analysis of users’ profileo Purchase habits

Question: Which information did you miss in the product detail page?

Photos Specifications How to use WarrantyClothing/Shoes 14,3% -18,2% -9,1% -0,9%Home appliances -12,7% 2,5% 8,9% 5,5%Electronics -11,6% 17,5% 12,0% 0,6%Sports -13,2% 10,4% 6,7% 2,2%Movies 4,2% 5,7% 3,5% -0,9%Books 5,5% 20,6% -9,8% -2,2%Music 3,4% 2,2% 4,9% 1,9%


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Case Study2. Leading Insurance

Company• VoC & Analytics

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Case study. Leading insurance company• More than 42.000 respondents over

nearly 2 years.

• Constant improvement of website key areas (I.E. Making an appointment with a specialist, product detail page, obtaining a quote)

• Need to give a sense to analytics and log data with qualitative information from real users.

Sept Oct Nov Dec Jan Feb

26%

32% 34%

21%

28%

16%

“The information was difficult to understand”


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10 VoC Tips

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TIP 1: Review your siteSame script during the entire duration of the test. Ideally, only some small cosmetic changes allowed:

• In depth revision of the website: heuristics, use cases…

• Make sure you are taking into account every use case and the most probable issues users may face.

10 VoC Tips

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Pilot study (1 week) of VOC prior to real launch.

• Validation: you already have a quite final version of the script and you want to refine it. Always make an open "other" answer option available.

• Inspection: you have little or no idea of what users may look for or what kind of problems they may have (that should not be the case).Base the pilot on a few open answers and analyze them.

TIP 2: Do a pilot test

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• You've not been considering a common problem/reason for a visit (lots of “other” answer”)

• Some of the answering options you provided are not relevant (remove them if they are complicating the answers list unnecessarily)

• You’ve not been completely clear when describing the options - > provide examples:“The page was not working well (It was slow/gave me error/…)”

Pilot test: What you can discover

The page was not working well

Texts were difficult to read

Other

It was difficult to navigate through the menu options

It was difficult to add a product to the shopping bag

Intructions were not clear enough

I was not able to pay

I was not able to find the product

I did not understand how the page worked

I did not see the delivery options

I did not know how to register

0% 10%20%30%40%50%60%70%

59%

9%

51%

14%

0%

9%

8%

12%

3%

14%

0%

10 VoC Tips

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• You missed to investigate in depth a key aspect of the user experience.Generate an automated UZ report and read it as if you were the stakeholder (if you are not): is there any question that remains unanswered?

Pilot test: What you can discover

Search

Filters

Product detail page

Booking conditions

The price was too high

Other

0% 10% 20% 30% 40% 50% 60%

15%

21%

13%

9%

49%

23% - Did the user understand the price correctly?

- Which was your budget?- Did you find a cheaper price?- What are you going to do next?

- Buy later- Compare- Think about it - Buy in competitors website

¿Why didn’t you make a purchase during your visit?

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Case study: Large travel website

Yes

No

0% 10% 20% 30% 40% 50% 60% 70% 80%

30%

70%

Did you book a trip during your visit?

I decided not to travel

Other

I'm going to book in another website

I will compare in other websites

I'm going to book by phone

I made a booking during my visit

I'm going to book here, but later

0% 5% 10% 15% 20% 25% 30% 35% 40%

3%

4%

5%

19%

2%

30%

37%

69%

VOC Study Travel website

10 VoC Tips

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Your study may be longer than usual (15+ questions)

• Stakeholders want to know as much as possible and they are aware that the script can’t be changed.

• You can afford a lower response rate (Answers VS Invitations). Our sample will still be big enough to gather significant data.

Tip 3: Allow longer questionnaires

10 VoC Tips

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Tip 4: Write a clear and engaging invitation message

• Engage the users by explaining why their answers are important.

• Provide an estimation of the time needed to complete the survey.

• Make sure your users know how to participate

10 VoC Tips

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Make your questions easier to read and understand

10 VoC Tips

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Make your questions easier to read and understand:

10 VoC Tips

TIP 5: Use shorter sentences

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10 VoC Tips

TIP 6: Highlight the most relevant information

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10 VoC Tips

TIP 7: Provide examples

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Great for gathering valuable qualitative data but also require a big analysis effort.

Use for:• Unpredictable answers• Key topics/tasks

Don’t use when:• You can provide a good list of possible

answers• Asking for trivial too generic topics• You need to program the next questions

according to the answer provided.

TIP 8: Use open ended questions wisely

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Mobile phone internet users will be 2.23 billions in 2014.

Provide personalized VOC:- Shorter questionnaire- Simpler questions- AD-hoc interface

TIP 9: Don’t exclude mobile users

10 VoC Tips

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• In your homepage• In each section or landing page• When they leave• After they have made a purchase• In a physical store

TIP 10: Choose the right moment to intercept your users

10 VoC Tips

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About UserZoomAbout UserZoom

• Leading SaaS company

• Customer and Online User Experience Research & Analytics

• In business for 10 years

• Offices in Sunnyvale (CA), Cheshire & London, Munich and Barcelona

• > 70 employees

• Clients in 20 countries

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About UserZoomAbout UserZoom

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Feature rich UX & Usability research platform:

User Video Recording

Capabilities

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Highlighted clients:

About UserZoom

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Q&AAny question?Usability Studies & eBooks:http://www.userzoom.co.uk/userzoom-usability-studies/

Contact us

Sales [email protected]: +44 7900 472920

www.linkedin.com/company/userzoom@UserZoom_ukFollow us

[Webinar ] 10 Tips for Creating your own Voice of the Customer Programme

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