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Kodak Gallery Relies on iPerceptions VoC Analytics to Increase Online SatisfactionVoice of Customer Initiatives Increase Kodak Gallery's Site Satisfaction by 30% and Raise NPS by 57% (March 20, 2012)
MONTREAL -- (Marketwire) -- 03/20/12 -- iPerceptions Inc., a leading provider of online Voice of Customer (VoC) analytics based on actual visitor feedback, today announced that Kodak Gallery dramatically improved visitor satisfaction and engagement by listening to the voice of their customers through a range of feedback channels, including iPerceptions webValidator online feedback sampling, customer service calls, social media monitoring and website interaction analysis.
"We are in a highly competitive market and engaging with customers directly and indirectly to ascertain their likes, dislikes, challenges and aspirations for an online experience is key," said Lori Tarabek Director, Research, Kodak Gallery. "When we launched a new website in 2009, we wanted to engage with customers on a regular basis to help refine the design and ensure that the online environment continued to align with customer requirements. Ongoing monitoring and reporting of online visitor feedback as well as diligence in pursuing trend changes and investigating the details has made all the difference in the satisfaction of our customers."
"By incorporating a diverse set of feedback channels, Kodak Gallery is maximizing the quantity and quality of insights driving customer satisfaction," said Claude Guay, president and CEO of iPerceptions. "Combining customer inputs from a broad set of feedback channels with a random sampling online survey program that measures results over time is the best strategy for improving customer satisfaction."
Year over year, Kodak Gallery has increased customer satisfaction by 30% and Net Promoter Score (NPS) by 57%. Much of this improvement can be attributed to uncovering or confirming issues via cross-channel investigation, which, when acted upon, provided direct business value or improvement to customer satisfaction.
For example, iPerceptions survey feedback raised the suspicion that some visitors wanted to be able to download photos from members, but were unable to. The ability to change album settings to "enabled for download" was an option, but members did not appear to be aware of this. Customer service confirmed this issue through its own analysis, which highlighted a number of emails and phone calls asking how to enable this feature. As a result, the company changed the default setting to "enabled" which increased NPS by 33%.
Kodak Gallery maintains that the following factors were critically important to the success of their VoC program and its goal of improving customer satisfaction and loyalty:
- Ensuring top-down senior management support -- resources, attention and commitment.
- Aligning corporate and department goals to the VoC initiative.
- Ensuring all associated departments have targets associated with improving customer-related objectives.
- Maintaining ongoing monitoring and reporting, including diligence in pursuing trend changes and investigating the details.
Kodak Gallery leverages iPerceptions' advanced intercept surveys to measure customer satisfaction and Net Promoter Score (NPS) and uses iPerceptions to host post-purchase follow-up surveys.
About Kodak Gallery
As the world's foremost imaging innovator, Kodak Gallery helps consumers, businesses, and creative professionals unleash the power of pictures and printing to enrich their lives. More than 75 million people worldwide manage, share and create photo gifts online at Kodak Gallery. For more information, please visit www.kodakgallery.com.
iPerceptions is the leader in online Voice of Customer analytics, using advanced intercept surveys to gather feedback from representative samples of actual visitors. Its webValidator Continuous Listening solution and 4Q Suite solution turn millions of data points into easy-to-understand strategic and tactical decision support, while its Web Analytics Solution Profiler (WASP) provides superior web analytics quality assurance. iPerceptions' clients include well-known brands such as Dell, InterContinental Hotels, FedEx, General Motors, Harvard Business Review, Lego, Choice Hotels International and Monster Worldwide. For more information, please visit www.iperceptions.com.
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