From the Customer Side Track
Tuesday, October 20
We are now engaged in a commercial battle of customer experience competition and focus groups, market research and eyetracking studies are now part of the marketing metrics toolkit. What they do is interesting. How they feel about it is critical. Just looking at mechanical response to your marketing will only show you half the picture. This track delves into listening to the voice of the customer, measuring their opinions and performing usability studies.
Moderator: Brooks Bell, Brooks Bell Interactive
Tuesday, October 20 • 11:00 - 11:50 am • From the Customer Side 1
Consumer Experience Metrics at Motorola - One Touchpoint at a Time
Matt Greenberger, Motorola
As Consumer Experience Champion, Matt is responsible for making sure that contacting Motorola is as pleasant and painless as possible. Matt takes his readings on the voice of the customer through website feedback, customer discussion forums, customer driven wikis and even the interactive voice response (IVR) system. What metrics drive this relentless desire to deliver high quality support? How do you quantify deflected phone calls and tie that to customer satisfaction? Take advantage of Matt's years of experience at Motorola and learn how he measures the company's progress in improving all consumer facing touchpoints.
Tuesday, October 20 • 4:25 - 5:15 pm • From the Customer Side 2
Integrating What Kohler Customers Say and What They Do
Russ Rueden, Kohler
Many companies have web analytics. And many companies do online survey research. But a far smaller number actually combine the two. The Kohler Co. not only integrates survey research with web behavioral data, but has made this integration a cornerstone of their approach to analytics and reporting. Russ Rueden leads Kohler's analytics and measurement practice and presents their experiences with a wide variety of tools: from QuestionPro to Foresee to Omniture Survey. Russ describes how business units have direct access to behavioral and attitudinal data and how the central analytics team integrates this combined data into every report and analysis.
Tuesday, October 20 • 5:20 - 6:00 pm • From the Customer Side 3
Man(agement) vs. Wild
Heading the Call of the Free Range Customer
Laura Lee Dooley, World Resources Institute
Danielle Brigida, National Wildlife Federation
Customers are talking about you on Twitter, Facebook, Linked-In, YouTube and Flickr and you are invited to the conversation. How do you quantify banter? Now that you've learned to listen, how much should you invest? How do you measure your return? Can you track conversion from a tweet? Can you measure the value of tuning a customer into an advocate for your brand, your issues, your causes or your products? Panelists share success stories of how they use social media metrics to hear the voice of the customer and turn casual followers into creative catalysts of change.