Leveraging Customer Feedback to Boost Your Bottom Line

Leveraging Customer Feedback to
Boost Your Bottom Line
Presented by Office Depot,
Frontgate/Grandin Road & Bizrate Insights

Who We Are
(And why we might have something interesting to say)
Chris Childers Andrew Daniel Hayley Silver
Director,
Consumer Insights,
Office Depot
Vice President,
eCommerce,
Cinmar
Vice President,
Bizrate Insights,
Shopzilla, Inc.

What To Expect From This Session
Customer feedback
defined: Where it lives
and how to get your
hands on it
How to make customer
feedback a powerful
tool that teams can use
to inform direction and
decisions
How to identify and
test ROI-driving
improvements
Understanding how to
separate feedback that is
useful from feedback
that is distracting; how to
prioritize the useful parts

Customers Feedback? It’s Everywhere
Web
Analytics
& Traffic
Patterns
Customer
Support
Social
Media &
Forums
Return
Forms
Focus
Groups
Blogs
Surveys
Retailer
Editorial

Get Your Daily Dose of Customer Feedback
Read survey comments from the day before
Visit your Facebook page, follow your Twitter feed,
and track all those mentions!
Track the top reasons Customer Support is contacted;
separate pre-order placement from post-order
submission
Talk to bloggers who frequently mention your brand
or store

Guiding Principles
“Rules for Success”

1. Customer Perception is Reality
Purchase +
What customer
believes is true
Loyalty
Overall
Satisfaction

2. Know What Customers Need From
Their Time With You
Contact
Customer
Support
Buy
Browse
Track an
Order
Find
coupons,
promotions
& sale
Your
Website
Research
Products
Find
Stores
Other
See
Return
Policy
Get
Prices

3. Define Success Properly

4. Prioritize by Expected ROI
Customers
Buyers
Abandoners
What gets you
to come [back]
and buy [again]?
Intended
To Buy

5. Set and Exceed Customers’ Expectations
What you
Messaged
What you
Did

6. You Aren’t Done With The
Order Submission
Set
expectations
for product and
delivery on site
Order
Submitted
Deliver quality
product, ontime,
damage
free
Own and fix
any errors
50%+
Lost loyalty
points can be
recouped
with strong
Customer
Service
Bizrate Insights’ FREE Buyer survey (Q2 2013)

7. Give Feedback to Your Vendors
Customer
feedback
Retailer
provision
Retailer
= happy
Customer
= happy
Vendor
provision
Retailer
feedback

Watch & Listen

Changes Have To Be Made

Understand
the Customer
Understand
the Processes
• Who is our customer?
• Why do they shop?
• Why do they shop with us?
• How does corporate
communicate with the field?
• What are the operational
issues in the stores?
1
9

How Do The Pieces Fit Together?
Checkout fast
Stocking shelves
Receiving
inventory
Which product is
best for me?
Shop fast
Cleaning
Helping Customers
Back office
tasks
Finding what
I want

Ensure that the Customer is At the Center
Customer
Satisfaction
Direct
Customer
Feedback
The
Customer
Closed
Loops
Analysis at
all levels

Driving Results
• A focus on the customer in retail drove improvements in:
Sales!!
Conversion
Customer Satisfaction
22

Applying Across the Company

Understand
the Customer
Understand
the Processes
• Who is our customer?
• Why do they shop?
• Why do they shop with us?
• How is the site organized?
• How is site functionality
managed?
• How do we make enhancements?
2
4

Understand the Customer
How do we answer the
questions?
How do we apply what we
learn?

Organizing for Success

Applying in Your Organization
Start with the customer
Understand yourself
Organize your processes based on the customer
Real-time customer feedback
Get the right information to the right people at the right
time
Close the loop
Continually evaluate and adapt

Next Steps for Office Depot
Integrating mobile
Link feedback to session recording
Associate feedback
Consolidation of feedback from other sources

Dinner & A Show
Or How I learned to Love Random Comments

Cinmar
• Oh yeah, I remember, catalogs right?
• Where do you find feedback?
• Grandin Road’s Halloween Haven
• Dinner with Frontgate

Oh yeah, I Remember, Catalogs Right?
• Frontgate Catalog launched 1991
• Grandin Road Catalog launched 2003
• 63% of Revenue came through Digital

Where Do We Find Feedback?
• Dig Deeper
– Beyond social
• Email
• Call centers
• Customer dinners/focus groups
• On Site Search terms
• Chat Forums
– Look for patterns and don’t overreact to individual
comments

Dinner with Frontgate
• 3 Markets – New York, Dallas & Los Angeles
• 6 Frontgate Homes
• 36 Customers

• Quality is expected
• Surprise and delight
What We Heard
• Striving For Perfection Is Out - Maximizing
Function Is In
• Lifestyle resonates
• Always in Inspiration Mode
• It’s About the Experience

What Are We Doing?
• Lifestyle and Content Focus
– Editorial Based Content
– Entertainment Offerings – Wine/Cheese Club
• Developing Authority in the Space
– More Design Specialists
– Online Design Guides
– Assisted Selling Tools
– Extending Our Offering

ROI
“Paul,
I am actually crying. Full on crying after reading that. And then I
look over at Brent and HE IS TOO!!!!! It's the most beautiful
spread you've ever done. I'm so happy I could scream.
I don't even have the words to describe how pleased we are.
Dayna D.”

ROI
“Paul:
I looked through your summer catalog and was pleasantly surprised to see diversity.
You had pics of the different children playing together. It could have been a blended
family. Lastly, there was the pic of the man and woman floating in the pool together.
It looks like your company supports people loving whoever they want. I could be
wrong. Just the same, I enjoyed seeing this in the context of selling an idea of quality
living. I'm sure there are plenty of people that fit this mold. Seeing this layout would
improve the chances of me purchasing from Frontage as opposed to a competitor. I
thought it was important for you to hear from potential customers and know we
support who you are targeting in your advertising.
Sincerely,
Barry A.”

Grandin Road’s Halloween Haven
• Growing Part of GR’s Product Offering
• 47 pages in 2012 Catalog out of 96
• Over 388 Exclusive Products Offered
• Only 13,000 Views of last year’s video
• 30% of 2012 Overall Demand
• 70% of Demand is Digital

What We Heard
• Real excitement in the marketplace
• Halloween #1 term for onsite search in May
• 107 pages of comments on
HalloweenForum.com
• First mention of HH on HalloweenForum.cm
this year – 13 March
• Constant stream of Facebook and Twitter
comments in anticipation of the HH launch

What We Did
• Launched one month earlier
• Launched a 74pg dedicated HH Catalog
• 150 New Halloween Haven Products
• Developed integrated content and social
marketing plan
• 4 Different Videos
• Blog Launch
• Top 10 Lists – Movies, Products, Makeup
Tips, etc.
• Spooky Décor Photo Galleries
• All Content seeded, tweeted, pinned,
fb’ed and houzzed
• Continued to monitor onsite search and
social channels

Halloween Haven 2013 Performance (Sept xx)
• 17k Views of Teaser HH
Video
• 60k+ Views of HH video
• 39% YOY increase in
Revenue

Things We Learned
• Extend your listening channels beyond the
norm
• Leverage Free Data Sources
• Content is King
• Connect On A Human Level
• ROI is not always revenue based

Bringing It Home
Data to relate what you are learning
here today to your business.
Data Edition

1. Prioritize By What is Most Important
Correlations Yield The Influential Features
0.78 0.71
0.76 0.76
0.75 0.73
0.65 0.65 0.63 0.61 0.60 0.59 0.58 0.59
0.53 0.51 0.51
0.71 0.66 0.65 0.62 0.60 0.63 0.60 0.59
0.54 0.53 0.52
0.62 0.61 0.59 0.58 0.57 0.56 0.56 0.55 0.52 0.50 0.50
0.37
0.38
0.36
Customer Support
Product Met Expectations
Checkout Experience
On-Time Delivery
Look and Design of Site
Clarity of Product
Information
Selection of Products
Ease of Finding
Availability of Product
Order Tracking/Status
Prices Relative to Other
Merchants
Charges Stated Clearly
Before Order
Variety of Shipping
Options
Repurchase Intent Overall Satisfaction Likelihood to Recommend
Shipping Charges
Buyer Correlations, Bizrate Insights’ FREE Buyer survey (Q2 2013)

Overall Satisfaction, post order receipt
2. Provide Top-Notch Customer Support
Anything Less Severely Dampens Customer Satisfaction
10
9
8
7
6
5
4
9.27
Bizrate Insights’ FREE Buyer survey (Q2 2013)
Overall Satisfaction when Highly
Satisfied with Customer Support
18.6% of Buyers
contact Customer
Support.
5.75
Overall Satisfaction when NOT Highly
Satisfied with Customer Support

3. Fix Problems Satisfactorily to Recoup Loyalty
Repurchase Intent, post order receipt
10.00
9.00
8.00
7.00
6.00
5.00
Mistakes Happen... It’s All in How You Handle Them
9.41
6.10
4.00
Bizrate Insights’ FREE Buyer survey (Q2 2013)
Repurchase Intent when NOT Highly
Satisfied with Customer Support
Repurchase Intent when Highly
Satisfied with Customer Support

4. Last Touch Matters The Most
High Order Fulfillment Metrics Breed Return Purchases
8.93
8.88
The drop is often from
missed expectations on
delivery timing,
communications, or
packaging.
Bizrate Insights’ FREE Buyer survey (Q2 2013)
Overall Satisfaction
Point of Sale Post Order Fulfillment

5. Perform Above Average
How Do You Stack Up?
9.02
8.95
8.89
8.98
8.92
8.86
9.01
8.95
8.88
Apr-13 May-13 Jun-13
Repurchase Intent Overall Satisfaction Likelihood to Recommend
Post Order Fulfillment survey, Bizrate Insights’ FREE Buyer survey (Q2 2013)

40.7%
6. Know Why Your Customers Visit
How Else Can You Be Sure to Meet Their Needs?
23.4%
9.6%
8.5%
7.3%
6.9%
1.1% 1.1% 0.9% 0.5%
Browse, look
around, or
see what’s
new or
available
Buy
items/make
a purchase
See item
price,
shipping
rates, or
total cost
Gather
specific
product or
availability
information
Review
coupons,
discounts or
sale items
Contact
Customer
Support
Locate stores
or get store
information
Check on
status of an
order
already
placed
Review
policies, such
as returns,
shipping, or
privacy
Others
(Specify)
Bizrate Insights North American Network. n=21,411
Customer Reason for Visit, Bizrate Insights’ FREE Site Abandonment Survey (Q2 2013)

7. Properly Define and Measure Success
… By Their Standards, Not Yours…
43.9%
Yes! The Site Experience Successfully Satisfied the Customer’s Reason for Visit, by Reason for the Visit
10.7%
7.8% 6.8%
1.2% .7% .6% .5%
3.3%
Browse, look
around, or see
what’s new or
available
See item price,
shipping rates,
or total cost
Gather specific
product or
availability
information
Review
coupons,
discounts or
sale items
Locate stores
or get store
information
Contact
Customer
Support
Check on
status of an
order already
placed
Review
policies, such
as returns,
shipping, or
privacy
Other
(Specify):
Bizrate Insights North American Network. n=10,980
Did The Site Experience Successfully Satisfy Customer Reason for Visit? “Yes”. Bizrate Insights’ FREE Site Abandonment Survey (Q2 2013)

22.67%
8. Identify Why Buyers Abandon
Focus On Those Customers You Could Have Converted
Visit Abandonment Cart Abandonment Checkout Abandonment
16.44%
10.71%
9.90%
10.83%
10.25%
9.32%
8.30%
6.55%
I could not find the
item(s) I was
looking for
Items/colors/sizes
were out of stock
or not available
Item price was too
high
I am saving items
to purchase later
I am still deciding
if this is what I
want to buy
Total cost was too
high
Top Reasons For Abandonment, Bizrate Insights’ FREE Site Abandonment Survey (Q2 2013)
I am still deciding
if this is what I
want to buy
Website technical
problems
prevented me
from completing
my order
I ran out of time

9. Take Action To Get them Back
Give Them What They Need… And When It Best Suits Them to Receive It
ACTION
TO HELP COMPLETE PURCHASE
Send low stock & sale alerts
Save progress button within checkout
Locate out-of-stock items
Send cart reminders after 6pm
Send a 20% off coupon
PREFERED BY…
30% of Cart & Checkout abandoners
34% of Checkout abandoners
67% of Site abandoners
52% of Cart & Checkout abandoners
39% of Site abandoners looking to cut costs
Action Questions, Bizrate Insights’ FREE Site Abandonment Survey (May-June 2013)

Q&A
Chris Childers Andrew Daniel Hayley Silver
christopher.childers
@officedepot.com
adaniel
@cinmar.com
hsilver
@bizrateinsights.com