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BOB KUPBENS: We use a lot of different methods to gain
consumer insight, I think.
Everything from highly numerical analytics that
happens within each of our channels to external panels.
And so we do panels, we do surveys, and we ask customers
directly what do they like about our channels versus
others, what do they see on our site versus competitors'
sites, and how is that going?
We also, sometimes in a very humbling way, read customer
verbatims every day.
And so people have the ability to complain about all kinds of
things, or give us props for some of our latest
enhancements.
And I think that's really exciting, because you feel
like you're really getting the voice of the customer.
We're doing that again across social channels, we're doing
that on the web.
We're adding actually that capability to our mobile
application.
So that customers can directly tell us what they like and
don't like.
And then we're doing it again in a highly numerical and
analytical way across all of our channels.
The reason it's so important that we gain all this customer
insight is that we're really trying aggressively to make
each of our channels better, and make the customer
experience better across all of them.
So if we don't have that information, we're just not in
a position to understand how our customers want to
interact with us.
And so that's really, really an
important part of our business.