Voice of Customer

New and innovative way to collect feedback and establish a dialog with your customers. The product enables collecting valuable feedback from the end-users through the mobile channel. The product includes a survey creation interface, which can be used to create mobile surveys in couple of minutes.

Create advanced multi-language browser based mobile surveys in minutes
Publish on your site or send to your panel or sample of users over text message
Reach users through 819 mobile networks in 221 countries
Quantify users quality of experience and cross analyse

The results of the surveys can be viewed as individual reports and can be cross-analysed against user behavior, environment, and handset capabilities. The Survey module supports mobile polls and surveys in several languages and question types include single select, multi select, as well as free-text questions. If you wish you can easily link mobile surveys with behaviour patterns of the end-users or your existing Internet surveys for complete understanding.

Use-Cases:

Increasing media sales (Finnish Mediahouse)

Media houses have troubles on identifying the users in their online services, in case the user is not a subscriber. What was created in this case was a demographics survey (age, gender, postal code, etc.) and it was linked to the behavior in the media house mobile portal. The survey was called thru a link from the mobile portal, thus creating more than 35.000 responses. The results were analyzed and the most loyal and active user segments were identified. This information was then used for media sales purposes, highlighting the typical users that tend to consume their portal.

Context-aware surveys for targeted feedback (Global Research Company)

A mobile survey was created for revealing the customer experience within a mobile service for returned iPhone and iPad users. CEM4Mobile Survey's special context-aware was used to trigger the surveys only for users that were returning to the service. Additionally, a different survey format was offered for iPad users than for those of iPhone users. The survey was based on mobile NPS and free-text response. Additionally, information regarding the customer expectations was collected. The results were clearly stating different perception of the mobile service with a tablet than with a smart phone, thus addressing a immediate redirect for tablet users either to a full scale web site, or a download for a iPad application.

Measuring brand awareness for research (European Research Company)

A customer needed to analyse the brand awareness when advertising on a mobile site. The CEM4Mobile Survey was fine-tuned in few manners:

The particular advertisement impressions from the mobile service were stored and linked to the responses from the end-users
The device types were grouped into smartphones, feature phones and tablets

The results from this survey revealed the brand awareness when using different mobile channels and their effectiveness when it comes to ad positioning and size within the portal.

Adding value to your customer data (Directory service)

The Directory Service Provider wanted to add more mobile specific data into their user database. For this an SMS campaign was sent to a selected group of 10.000 mobile phone numbers, including a link to a mobile survey. The users entering the link were recognized and information about their mobile device was collected. This device model was then linked to CEM4Mobile Capabilities database, which revealed nearly 300 details about the user's device, including touchscreen support, operating system version, screen size, support for HTML5, etc. This information added value to the customer user database.

SMS recruiting to surveys (European Research Company)

A research company wanted to recruit more users into their survey panels. They wanted to use the mobile channel to trigger the new users and forward them into their own web panel. What was done on CEM4Mobile Surveys was the following:

A sample of mobile phone numbers were purchased
An SMS was designed to attract the recipients
The SMS included a unique link to CEM4Mobile survey, where the panel was described and the end-user's e-mail was collected thru a form
An automated e-mail was sent to the users having a link to the web panel
The link within the e-mail had the user ID as one of the parameters
Information about the user's mobile meta-data (operator, device type and model) was delivered as a separate file to the research company after the project

As a result, the research company was able to recruit users and receive panel responses, but also adding more information in their user profiles from the mobile dimension. This project was most effective when the end-users were personally involved with the panel survey. For example, using only phone numbers from a particular postal code area, for which the survey was targeted at.

Managing your customer lifecycle (Directory service)

The customer wanted to include customer experience measurement in the whole lifecycle of their subscription based mobile application. This was to include surveys for monitoring the user satisfaction different phases of the mobile application. What was implemented was a customer status trigger, whereas an SMS was sent whenever a pre-defined status changed. This SMS had a unique link to a survey per each user, thus it was possible analyse the responses per customer. The response rate for the surveys have been more than 10% thus providing exceptional feedback for product design and new features. Additionally, the information delivered to the end-user has improved the loyalty rate as new billing options have been introduced thanks to collected feedback.

Measuring retail behavior thru location data (Global Research Company)

The purpose of this project was to enable research regarding the end-user consumption patterns for retailers. This research would give understanding on which stores the users visited while in a certain location, such as, shopping center. This project was done in co-operation with a Bluetooth service experts Rapid Blue. The intention was to trigger a mobile survey whenever the end-user is in a particular location. The end-user's location would also define the survey that should be triggered over SMS and the location was stored also in the survey results. The outcome was exceptional, the research company was able to provide in-depth analysis on the user patterns and consumption history.

Improving internal auditing processes (Retail Chain in Finland)

A company was struggling with their internal audit, where a mystery shopper was visiting a store and rating her experience on a piece of paper. Afterwards, she would go thru all the responses and separately insert them in digital format. This process was both time consuming and error prone. CEM4Mobile Survey helped on customizing a survey for iPad tablets. Where the mystery shopper could select the store location, pre-defined values from the survey and additional free-text information. This data was stored into CEM4Mobile database and was immediately ready for analysis thru graphical reports.

A directory service provider decided to focus on customer experience, thus making the results of a Net Promoter Score (NPS) as part of their internal compensation system. This required help from CEM4Mobile surveys, where all the mobile service related NPS scores would be collected to CEM4Mobile reports. The project included conceptual design for implementing the NPS survey for mobile sites and applications. Additionally, the surveys were designed especially for smart phones and tablet, which were recognized by CEM4Mobile Analytics covering more than 90% of the user base.

Add-on for traditional channels (Milward Brown)

A research company was traditionally offering web-based surveys for their panelists. There was a clear need from the customers to offer an additional channel on mobile. CEM4Mobile Surveys were used to duplicate the web surveys in a mobile optimized manner. The data collected to the databases were normalized and delivered in pre-defined format on files, thus making them readily available for their current web analysis.

Crowd-testing in prototyping phase for improved quality and faster time-to-market (Finnish start-up)

A finnish start-up had created a revolutionary mobile service, which they wanted to crowd-test before launching it to the public. The service was being used by a pilot group of users, thus giving the options to ask about the service's user experience directly from them. Worked performed was a survey designed for that particular service, with questions on usability, experience, and likeliness to promote. Additionally, a free-text response was also enabled. The results of the survey were clearly dictating the areas that required improvements in the service. Furthermore, the development team was able to collect valuable ideas on adding new features to the service. The survey and corresponding results were released and analyzed within a week, thus making the service's quality and time-to-market faster than thru a traditional testing process.

Voice of Customer Benefits