Research/VOC

This talk will cover an approach to managing CX for small businesses and the ROI of CX in creating meaningful relationships with small business. We will dive into how small business owners thin; what they value and expect and how a company can rise to the needs of this market.

What makes small businesses special — hint: the owner. How to approach the challenge of CX for Small Businesses. 3-steps to success for with small businesses.

The science of human behavior has uncovered rather a lot about how people experience things. Relatively little of this knowledge has trickled down to CX professionals. This talk will cover a few of the key ideas from consumer psychology and behavioral economics that can most improve CX. The talk will focus on the basics of the 2-System model of cognition, that customers have two ways of evaluating an experience—rationally and intuitively—and that CX professionals must attend to both.

Key takeaways:
1. Theory isn’t a bad word. You have no choice but to rely on theories about your customers–it’s just a matter of whether they are empirically supported theories or superstition 2. You must understand the mindset your customers are bringing to the experience (rational vs. intuitive) 3. There are different ways of creating CX that speak to our two cognitive systems

Learn about mystery shopping from the host of Food Network’s “Mystery Diners”: What is mystery shopping? What makes mystery shopping different from CSAT studies, crowdsourcing and traditional market research? How can a company implement mystery shopping into their business model as additional customer experience measurement for their customers? New tech in mystery shopping, specifically mobile and video, and how it ties in with other KPI measures such as NPS.

Three takeaways that we can apply to improving CX: 1. Start with the customer 2. Make sure any product or service solution maps back to customer needs and opportunities 3. The customer gets the last word – how to test, learn, iterate and measure success

Learn how understanding and managing Customer Expectations should be the key focus of any business that focuses on providing a great Customer Experience. Using examples from a 2018 New York Flagship stores survey, Lisa VanKesteren, will show how customer expectations drive the customer experience and how it’s impossible to create a great customer experience without understanding customer expectations and how important it is that employees are made aware of expectations that brand promises hold.

Key takeaways:
1) How spending more time on understanding, defining and influencing customer expectations can help improve the customer experience. 2) How to analyze customer experience failures and tie them back to unmet customer expectations. 3) Recent (2018) research examples from retail and restaurant shopping that show how unmet customer expectations lead to a bad customer experience and how to avoid this.

Humans have unique needs, emotions and expectations, contributing to how they experience today’s brands. Quant data, such as A/B tests, only tell part of the story. Digging into the “why” helps CX professionals understand their customers and produce more compelling campaigns. By using quick, remote, customer interviews, marketers can get insights & context into how their approaches will perform in real life. Iterations on their approaches can lead to lifts in awareness, affinity, and overall CX.

Key takeaways:
Adopting an agile marketing strategy is key to using customer insights to impact the experience. The power of human insights in providing better customer understanding, leading to better CX. Agile research, specifically remote, unmoderated research, as the perfect way to collect insights on whether your materials resonate with your customers, align with their expectations, or are compelling to them.

Video now permeates every part of our lives. Snapchat, Facebook, and Instagram stories make sharing video clips of one’s life both effortless and necessary as the demand for video “proof” grows. So how can brands “prove” the story behind their CX scores? Video insight platforms now enable brands to capture and share rich customer stories alongside their existing VoC programs. Get beyond scores, deepen your customer understanding and engage your entire organization with video insights.

Key takeaways:
Join Voxpopme as we explore how incorporating agile video can: 1. Enrich customer understanding 2.Provide a unique customer experience 3. Heighten stakeholder engagement