‹#› #GenCX

Non-buyer Feedback An innovation approach

Medallia © Copyright 2016.

Goals for today

NEW THINKING

NEW TOOLS

NEW EXECUTION

Definition of Non-buyer Feedback?

(feedback from visitors who browse but don’t buy

a product or service on a particular trip)

Medallia © Copyright 2016.

Two Paths

Medallia © Copyright 2016.

Customer Development

Medallia © Copyright 2016.

Methods of NBF

Kiosk

Handheld

SMS

Real Time Engagement

Partners

Social

Loyalty

Medallia © Copyright 2016.

Working Session

7

The Lean Canvas XYZ Company April 27, 2016

Iteration #1

Cost Structure

Customer Acquisition costs Distribution costs.

Revenue Streams

Conversion Life Time Value

Problem

Top 3 problems

Solution

Top 3 features

Key Metrics

Key activities you measure

Unique Value Proposition

Single, clear, compelling message that states why you are different and worth paying attention

Unfair Advantage

Can’t be easily copied or bought

Channels

Path to customers

Customer Segments

Target customers

PRODUCT MARKET

Medallia © Copyright 2016.

Working Session

8

The Lean Canvas Debwell Retail April 27, 2016 Iteration #1

Cost Structure

Hardware, software, 1 FTE

Revenue Streams

Life Time Value 4 extra transactions per store per day

Problem

Declining customer counts/transactions (B)

Mostly anonymous customers. No relationship

Unclear on where to focus strategies

Solution

Renew customer service model Create ways to collect feedback from customers.

Key Metrics

Customer counts

CSAT

Unique Value Proposition

Make it fast and toaster simple for customers to give us free advise.

Unfair Advantage

First mover advantage in category

Channels

In-store kiosk

Mobile app

Partners

Customer Segments

All customers, but in particular splitters

PRODUCT MARKET

Medallia © Copyright 2016.

In-Store Kiosk Simple web survey deployed on a stand-alone kiosk such as an iPad or Android tablet. Signage placed to inform customers of the survey.

Assemble a tablet on a stand for placement in store. Web survey design for quick customer interaction and data classified as “kiosk” in Medallia dashboards. Height for adults to deter children from “playing”. Placed strategically out of the decompression zone. Gaming reduced by Medallia analytics like speed of survey and velocity between surveys.

Medallia © Copyright 2016.

Handheld Survey Mobile survey initiated by LEGO employees. The survey needs to be short enough to take on the sales floor. Survey would be non-emotional and focused on the store as a product.

Create a mobile survey for the handheld device. Simply use the device’s web browser. Web survey design for quick customer interaction and data classified as “handheld” in Medallia dashboards.

Medallia © Copyright 2016.

Conversational-type text survey designed to be a fast and convenient way for customer to initiative giving in the moment feedback.

Create a feedback channel with one of Medallia’s existing SMS partners. LEGO would have a short-code that the customer would text “feedback” to and then be presented a survey. Signage would be used to communicate the SMS short-code and instructions in the store. Classify the feedback as “SMS” in the Medallia dashboards.

SMS Survey

Medallia © Copyright 2016.

Real time engagement allows customers to engage with brands in a free form way using their smartphone. Think of this as a digital concierge.

Create a feedback channel with one of Medallia’s existing partners. Customers could text anything to a designated phone number and get realtime customer service. Signage would be used to communicate the phone number and instructions in the store. Classify the feedback as “RT” in the Medallia dashboards.

Realtime Engagement

Medallia © Copyright 2016.

Loyalty programs provide a good way to gather feedback in-store. Several solutions offer a check-in capability that can be followed by survey questions

Programs such as Belly or ShopKick have a built in set of respondents that utilize their service. Partnering with them would allow LEGO to reach potential non-purchasers as they enter our store.

13

Utilizing Partners