Customer Insight Portal

Making Social Media Work for QSRs

Posted on January 27, 2009. Filed under: Customer Insight Portal, Leximancer, News | Tags: , , , , , , , , , |

Time and time again we’ve stressed the importance of both listening and responding to social media conversations. We’ve highlighted how companies like Dunkin Donuts, W Hotel, Apple and others are missing huge customer intelligence opportunities by not truly acting on the wealth of unstructured insight available via social media sites on the Web. What this information can give companies – quickly and easily – is a gold mine of customer insight.

QSR Magazine agrees, and in a recent article featuring Leximancer’s The Customer Insight Portal and CEO Neil Hartley, discussed the importance of these social media sites and their customer conversations for quick service restaurants. Using Yelp, Twitter, BooRah, etc., quick service restaurants can uncover actionable and invaluable customer insight that they can act upon accordingly.

To read the full article, click here.

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Was The Curves Smart Program a Smart Choice?

Posted on November 25, 2008. Filed under: Customer Insight Portal | Tags: , , , |

Susan Collinge of Customer Crossroads blogged about on how Curves created a tailored customer experience for women. But then she noted a distressing development.  Many of the Curves members started venting on her blog about the new Curves Smart system and how frustrated they were by the lack of results. It raised a red flag for Susan that many women were struggling and they were using her blog to vent their frustrations without an official way to voice their complaints.

Using Leximancer’s The Customer Insight Portal, we analyzed blogs mentioning Curves Smart, 2008 Yelp reviews in select markets, comments from Customer Crossroads, as well as analyzing the Curves Forum thread dedicated to Curves equipment to find if struggles with the Smart system were a widespread problem.

Above is a high-level conceptual map generated by The Customer Insight Portal showing the frequent themes (the big circles) and concepts (the small dots) communicated by women from the sources mentioned above.  Because the concept map interactively allows us to interrogate the common themes across all these sources, we were able to quickly identify some very specific customer intelligence. As is visible above, the theme Curves Smart doesn’t overlap any themes or concepts related to negative words, like frustrated or bad. This is telling, and provided an initial visual indicator of what we were to find by clicking through the map.

In fact, clicking on the concept Smart shows that the word is most closely correlated to comments related to using the program and its efficacy. And since The Customer Insight Portal lets you see verbatim responses, a user can hone in on exact phrases used to describe Smart. Verbatims show the positive response to the Smart program.

•    “Oh man, the more I hear about people trying and LOVING the smart machines, the more anxious I get to get them at my own club. I have no clue if/when that will be, but I do know I will be doing it, without any question”.
•    “I love the smart machines, too. It’s always a competition with myself to burn more calories than last time, or to increase my PI.”
•    “I am having trouble on the smart machines achieving my green lights. The top one rarely comes on, and the lower one flashes or turns yellow.”
•    “I feel like the SM really push me too. I watch some of the people who arent using the smart equipment and they just don’t look like they’re doing much work at all.”
•    “We have the curves smart at our location and I love it. we’ve only been doing it for three days, but I truly am exhausted when I finish.”

Further exploring the concept map, other unknown insights were identified from the wide range of customer comments.  For example,  we were able to explore an interesting correlation between staff and training.
It seems that customers perceive that Curves doesn’t appear to have a consistent training program, and that not only are members not trained properly but staff members as well. In addition, there seems to be a significant lag between training and customer service.

Verbatims include:
•    “Our club just received ours a week ago but the staff is waiting for training. Our boss took only one staff member to training with her last week and the rest of us are supposed to be trained this week.”
•    “I must have not made my post clear; I’m not a owner nor a manager; I’m a staff member and I did not get to attend training. I was wondering if there is any way that staff members can attend training on their own?”
•    “Now I just have to wait for the machines to get outfitted (probably in about a week or so), the staff to get trained and then the training for the Curves attendees begins. I’m #6 on the list.”
•    “I went to the training, I believe what they said was 2 people per club were allowed to attend, but it was mainly to be owner and manager. they have a small training room and quite a few clubs at each training date to fit in.”
•    “But it should be part of the training for the smart machines that they make sure ALL members, local or travelers, understand how things work, even if they won’t be using all of the machines. it would certainly throw me off to not do a heart rate check.”

It appeared that Curves customers flocked to Customer Crossroads because Curves’ main failure was not giving its customers a way to voice their concerns. Yet our more thorough online analysis shows that many customers are embracing Curves Smart, and their frustration often focuses more on the lack of training or the lag time between receiving equipment and training.

Our take-away and the reason we continue to be happily surprised by the value of The Customer Insight Portal, is that preconceived ideas of customers’ experience prove again and again to be incorrect in significant ways.  And significant surprises create significant opportunities!

If you have a question related to your or another company’s customer experience that you think The Customer Insight Portal can help you answer, e-mail Chris Westfall (chris.westfall at leximancer.com) with recommendations for a future blog post.

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Using Social Media To Get to the Root of Customer Experience for Coffee Bean & Tea Leaf

Posted on November 20, 2008. Filed under: Customer Insight Portal | Tags: , , , , |

Meikah of Customer Relations: The New Competitive Edge visit to a Coffee Bean & Tea Leaf in the Philippines brought up an interesting question about customer service. Should there be a limit to pleasing customers? Her visit made her realize that in its willingness to please, CBTL was allowing customers to perhaps overstay their welcome, meaning that new visitors were often unable to find seating.

To help Meikah answer her question and determine if finding available seating was a common problem for Coffee Bean & Tea Leaf, Leximancer’s The Customer Insight Portal analyzed Yelp! reviews from Los Angeles and San Francisco. The conceptual map is a starting point to viewing the data visually, and understanding the different concepts and themes that came up in Yelp! reviews. The Customer Insight Portal allows users to drill down all information and see the direct verbatims.

Above is a conceptual map of the data analyzed by Leximancer’s The Customer Insight Portal. The circles represent frequent themes found within the reviews. The file icons on the far right and left represent feedback from Los Angeles and San Francisco. Note how the theme tea is more closely correlated to San Francisco, and coffee is more closely correlated to Los Angeles. The theme parking is also very prevalent in Los Angeles reviews, which makes sense because of how car-centric Los Angeles is. Many of the comments related to feedback on how awful the drivers were in the parking lots and how customers had to pay for parking after more than an hour.

The Conceptual Map Breaking Down the Concepts by Themes

Above is another snapshot of the conceptual map of the data analyzed by Leximancer’s The Customer Insight Portal. This time the concepts, which help determine the themes, have been filled in. As you can see Starbucks is closely aligned with Coffee Bean & Tea Leaf (CBTL).

Yelpers Feel Parking is Important for Coffee Bean & Tea Leafs in Los Angeles

Yelpers Feel Parking is Important for Coffee Bean & Tea Leafs in Los Angeles

As Meikah noted her blog post, seating was a concern as many people are prone to settle in, which makes seating scarce for new arrivals. For the San Francisco and Los Angeles branches of CBTL, seating did show up as something that was on the minds of their customers. See the seating concept within the outdoor theme above; clearly customers are talking about outdoor seating—which we found by selecting some of the ‘evidence’ links in The Customer Insight Portal.

The majority of references related to seating were related to available outdoor seating, which makes sense in warmer California, especially Los Angeles. For CBTL, this creates actionable customer insight as they’ll know to the patio seating preference of their Califormia customers.

Leximancer’s The Customer Insight Portal let us drill down to the specific feedback given. Below are excerpts of the 47 reviews related to seating:

•    Kudos for outdoor seating so i can sit outside with my smoker friends slowly killing myself breathing in that lovely second-hand smoke. Thanks guys…i love you too. and for always getting my drink right. and for being right next to my work. and always having room for me to sit.
•    Outside seating means great people watching, if you consider the people in this neighborhood remotely interesting.
•    This is a good one because it’s pretty big inside and there’s outside seating for all the hot-body watching.
•    Solid drinks, nice Baristas and plenty of outdoor seating. I absolutely love sitting outside on a windy and chilly later afternoon enjoying a smoke, a nice cup of whatever, and some good ol’ free wi-fi.
•    Not so much seating inside, but lots outside, including a big fun firepit!
•    And, it’s right in front of a nice big park that you could relax in. Or, there is outside seating, and a firepit.
•    They only have about 4 tables outside and no indoor seating. .. but it’s the grab and go location I visit anyway.
•    Unlike most Coffee Beans in West LA that are generally located on busy streets corners, this location is in a residential area and thus you are not sucking in diesel fumes from the Blue Bus while seating outdoors. The patio alsk has a fire pit that provides cozy heat during winter months.
•    Seating is horrible, as there are a couple tables and an overstuffed chair, and the place is constantly moving.
•    This CB & T along the Market St.-strip is the busiest in terms of crowds and location. The outdoor seating area is not great and becomes a toxic-wasteland section for smokers.
•    This location is nice for the outdoor seating, assuming it’s not another one of the San Francisco bone chilling days.
•    This is one of THE best corners for people-watching and celeb-spotting in all of L. A.. Lots of outdoor seating where people and pooches soak up the sun.
•    There is plenty of seating tho, especially welcome when the rain is falling, which I suppose is the main draw.
•    The location is very central on Fillmore St so it is very tough to find outdoor seating on a nice day
•    The indoor seating is very limitied – like 2 small tables. They have a huge patio area with a fire pit that keeps you warm in the winter months.

Also, related to customer experience is the correlation between the concepts friendly and service. While not everyone rates their service highly, many of the customers felt the baristas were very friendly. The proximity to the themes of service and location are telling, as it shows that Yelp reviewers feel that service depends on the location.

Another important thread of review comments that we found was Starbucks. It was easy to find a direct correlation between reviews of Starbucks and CBTL. And we can see the most reviewers prefer CBTL to Starbucks.

•    Okay, I used to refuse to accept that Coffee Bean could possibly be better than Starbucks, but then I really gave it a chance one day and realized that it actually IS much more satisfying.
•    I love everything about the Coffee Bean & Tea Leaf, far better than Starbucks and any other competitors. I drink in and buy my own for home and work.
•    Coffee Bean can kick Starbucks ass any day of the week. However, my local CB is not up to par on the classy coffee joints I’m used to.
•    Coffee Bean has the best vanilla lattes. They actually still have baristas unlike Starbucks.
•    You gotta hand it to Coffee Bean despite being a chain, it feels oh-so-local compared to the corner Starbucks, and in Los Feliz, the locals do come out for their coffee here, and many leave their laptops at home in favor of a newspaper, or (*gasp!*) actually talking with other people!
•    I love everything about the Coffee Bean & Tea Leaf, far better than Starbucks and any other competitors. I drink in and buy my own for home and work.

While this blog post only provides a brief overview we hope that readers can see that using The Customer Insight Portal can result in actionable insight that can be used to increase customer retention and satisfaction.

If you have a question related a company’s customer experience you think The Customer Insight Portal can help you answer, e-mail Chris Westfall (chris.westfall at leximancer.com) with recommendations for a future blog post.

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Leximancer Introduces LexBox

Posted on November 14, 2008. Filed under: Customer Insight Portal, News | Tags: , , , |

Every company with a Web site should have a place for online feedback where customers can express their likes and dislikes. For companies, this feedback can be instrumental in perfecting the customer experience. You can collect data all day long, but it is the companies who actually analyze the feedback and make changes accordingly who will see a return on customer insight.

That’s why Leximancer has introduced LexBox, a way for companies to incorporate and directly analyze feedback. This widget allows companies to implement a feedback box into their own sites, and receive analysis through The Customer Insight Portal.

Feedback Form

Feedback Form

You can see LexBox at work on our Feedback page. The LexBox creates a conceptual map, which is accessible on The Customer Insight Portal, containing the primary themes and specific concepts from current Leximancer customers. As you can see with the Leximancer Feedback page, the map is able to identify likes and dislikes from the feedback form. By analyzing the map, we can see that users of The Customer Insight Portal like how easy it is to use, how the data is presented in concepts and themes, and how useful it is in the research process. In addition, with the new version users would like to see an updated demo video to reflect the new changes. This creates actionable customer insight for Leximancer —and yes, multiple new demo videos are being developed as we write this blog.

Conceptual Map Generated by Feedback Inputted into LexBox

Conceptual Map Generated by Feedback Inputted into LexBox

You can download the information needed to put LexBox on your site by clicking here for the Lex Box User Guide. Keep in mind, to get at the analysis you need to be a subscriber to The Customer Insight Portal.

If you have any questions, leave us a comment, and we’ll be happy to help.

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How customer reviews can define your advertisements

Posted on November 10, 2008. Filed under: Customer Insight Portal, Leximancer, Webinar | Tags: , , , , , , , , |

In an age where the average advertisement costs thousands of dollars and requires hundreds of staff hours – and when a 30-second commercial spot during the Superbowl is nearing upwards of $3 million dollars – companies need to ensure that their ads are being put in the right place and at the right time.

Not every company needs a Superbowl commercial to hit their target audience. Consumers can be reached through so many outlets – including the Internet. With hundreds of review sites like Amazon, Buzzillions, CNET, etc. that contain hundreds of trustworthy reviews from consumers that use your product or services, companies can use this information to gain actionable customer insight and allow themselves to target their advertisements appropriately.

In Leximancer’s most recent Webinar, this notion was discussed. While analyzing reviews on a Canon camera lens from both Amazon and Buzzillions, The Customer Insight Portal was able to identify key issues and themes relating to reviews from each site. When comparing reviews from both, you could see that consumers on Amazon had much different opinions than those on Buzzillions.

Map highlighting the common themes and concepts from Amazon reviews

Map highlighting the common themes and concepts from Amazon reviews

While one set of reviews focused on the more technical aspects of the lens, the other focused on accessories and general features. Ultimately, it would make sense for Canon to tailor to these consumers accordingly – placing ads on Amazon that promoted some of the more technical aspects of the lens, and focus their ads on some of the available lens accessories on Buzzillions.

By being able to take customer reviews and use text analytics to identify the common themes and concepts associated with such, Canon and companies alike can really focus and target their advertisement efforts. In turn, by focusing their ads on what customers are already speaking about, companies would likely see a greater return on investment – proving that when done right and done smart, targeted advertising efforts do pay off.

Join us for our next Webinar,  Don’t Just Monitor Social Media…Analyze and Act On It, on Wednesday, Nov. 19 at 1:00 p.m. EST for a discussion on monitoring social media and how to use what people are saying to understand why they are saying it. For more information or to register, click here.

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Did Apple get it right with the new MacBook?

Posted on October 28, 2008. Filed under: Customer Insight Portal, Leximancer | Tags: , , , , , |

When Apple launched their new line of MacBook a few weeks ago, many people were excited to see some positive changes from the outdated version still in stores. Although Apple got many rave reviews on the MacBook, not every user loved everything about the newest version.

A concept map of CNET Reviews of the Macbook

A concept map of CNET Reviews of the MacBook

Using reviews of the new MacBook from CNET, Leximancer’s The Customer Insight Portal was able to identify some of the aspects that consumers were dissatisfied with that Apple could use when they develop their newest version down the road.

A thematic summary of connected themes in the concept map

A thematic summary of connected themes in the concept map

As one can see when looking at the thematic summary The Customer Insight Portal generated, the theme “bad” is the most connected at 100%. This could mean two things. This may mean that the majority of reviewers identified the product or aspects of the product as “bad”. This also may be because many users use CNET reviews as a chance to express their concerns with the new MacBook.

Another interesting thing to note is that the theme “screen” is the most prevalent theme (48%) in terms of what is truly specific to the MacBook itself. Apple opted to use a glossy screen for the new MacBook, which garnered mixed reviews.

Concept map of the theme "screen"

Concept map of the theme "screen"

When zoning in on the screen theme, you can see that glossy and matte are prevalent concepts, as many reviewers prefer the new, glossy screens of the MacBook, while others think that having a matte screen is better. Digging into some of the textual evidence, you can see that there really are mixed feelings about the look of the screen.

“For me personally I was prepared to make the switch from PC to Mac but the 
glossy screen was a deal breaker for me.”

“I am a programmer so having a glaring screen is the real deal breaker for 
me, but the other then this the thing I really disliked about these 
computers which I have not heard anyone else mention so far is the 
sharpness across the front edge.”

“The glossy screen is supposed to make everything seen on the screen, well, 
glitter. I’ve compared a website seen on a matte screen, and on a glossy 
screen, and I must concur that, the same website on the glossy screen looks 
better in terms of aesthetics.”

“The glossy screen doesn’t bother me that much. That I could live with, and 
the flat glass surface on the screen is one of the best ideas in mobile 
computing that I have seen in years.”

“Glossy screen better than matte. (But they should’ve used Opticlear coating 
from NEC)”

“I 
have no idea why everyone suddenly went to these glossy screens. I have no 
idea what they are talking about when they say it has better colors.”

“The glossy display doesn’t bother me as 
it’s the same as my iMac’s and I absolutely love it (and don’t take my 
laptops outside all that much).”

Concept map of the themes "pad" and "worst"

Concept map of the themes "pad" and "worst"

One of the most obvious concerns for the new MacBook users was the mousepad/trackpad. While the spacious pad, made of glass may be roomier and allow for some revolutionary “gestures” similar to the iPhone, the trackpad is now buttonless, which many reviewers have found to be confusing and annoying.

As you can see, the theme pad was most closely related with the worst theme, and included concepts like horrible, sucks and disliked. This shows that for many reviewers, the trackpad was a strong source of discontent.

Close up of theme "bad"

Close up of theme "bad"

Another interesting complaint that reviewers had, as you can see around the concept bad, was the loss the of a FireWire port. Because many digital cameras and camcorders use a FireWire to load onto a computer and some users need it for editing purposes, reviewers were upset that the new MacBook’s did not have this capability. Although the MacBook Pro and some other higher end options do have the FireWire port, the less expensive MacBook does not.

“Removing the firewire from the low end macbook seems like a really bad move 
when you’re looking at it now. I happen to use firewire for video editing, 
but I’m not sure it’s important to most people.”

“(maybe Macs too, just 
haven’t done any research) Sure, sure, those of us in the know are aware 
that firewire is much better for HDDs and such, but the average consumer 
doesn’t know that. Most PC users use USB external drives.”

Overall, the new Apple MacBook’s got many positive reviews from sources. However, using Leximancer’s The Customer Insight Portal, we are able to hone in on some of the aspects that reviewers aren’t as pleased with. When it is time to develop the newest version of the MacBook, Apple will be able to learn from this discontent and build a new model accordingly.

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Comcastic Reviews on Twitter, Consumerist and Pissed Consumer

Posted on October 21, 2008. Filed under: Customer Insight Portal | Tags: , , , |

Comcast made a renewed commitment to customer service and quality earlier this year. There is no doubt that Comcast is working hard with the launch of Frank Eliason’s customer service team. Through their efforts, the team has made great strides in helping to quell customer dissatisfaction and to end sites such as ComcastMustDie.com.

While there’s no doubt Comcast’s social media efforts are making inroads in handling customer service complaints, analyzing three Web sites – Twitter, Consumerist and Pissed Consumer – gives insight into the current Comcast customer pulse. For Consumerist and Pissed Consumer, Leximancer analyzed data for the last six weeks and for Twitter analyzed data for the last five days. The immense amount of data available in such a short time made us appreciate how much information Frank’s team is currently dealing with.

So what is current sentiment for according to these three sites?

Conceptual Map Analyzing Feedback on Comcast for Twitter, Pissed Consumer and Consumerist

Conceptual Map Analyzing Feedback on Comcast for Twitter, Pissed Consumer and Consumerist

As Comcast, the first disconcerting themes are sucks and Comcast Sucks. For a company striving hard to improve its customer service and quality issues, these raise red flags that they have more work to do. The Customer Insight Portal allows users to drill down into specific feedback helping detect the root cause of why Comcast customers are communicating such negative sentiment.

Feedback included:

“The last one somewhere in India asked me once again to turn on my TV to check for a signal, when I said i would not do It as I have no signal he was confused and said “But sir we must follow procedure.” I asked him to enter into his computer that Comcast procedure sucks, and thanked him for his time at a very high decibel level.”
“We can just chalk this up to reason # 14,865,739,547,883,953,001 why Comcast sucks (sic).”

“comcast sucks. . don’t become a customer.”

“I have comcast, It sucks pretty bad, I have to reset my router every week”
“Comcast – specifically Comcast in Philadelphia, is the worst run company I have encountered.”

Comcastcares Shows Up Prominently

Comcastcares Shows Up Prominently

Since The Customer Insight Portal allows you to tag your sources of data, you can see the files Comcast Pissed Consumer, Twitter and Consumerist. On the plus side for Comcast, note how “comcastcares,” the official Comcast Twitter account, shows up as a theme close to the Twitter file showing that Frank and his team are frequently helping to address concerns on Twitter. The term comcastshares shows up 169 times, which is a significant number showing how frequently the official account is being addressed.

Pathway Analysis Showing Correlation Between Comcast, Issue and Service

Pathway Analysis Showing Correlation Between Comcast, Issue and Service

Another concerning theme is issues. Using Pathway analysis, The Customer Insight Portal shows that issue most customers have with Comcast is service. This creates actionable customer insight for Comcast, which is that service is an area where Comcast can focus to gain improved customer relations.

This is only a glimpse at the data available on what customers think of Comcast for a small time period. In two months, we’ll examine the same three sources and compare responses to see if there is an improvement in feedback. Thankfully, The Customer Insight Portal delivers analysis in minutes, so the ability to compare Q3 and Q4 opinion will be straight-forward.

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Powerfully Simple

Posted on October 20, 2008. Filed under: Customer Insight Portal, Leximancer | Tags: , , , , , |

Two concepts you rarely see linked in software reviews are “powerful” and “easy to use,” but those concepts are the first impressions of everyone who has put The Customer Insight Portal through its paces.

Fern Halper is the latest to be surprised by the powerful simplicity of the Portal and the speed of reaching actionable insight. Fern discovered that even a new user can dive in, load data either from internal documents or the Web and in minutes have actionable insight at your fingertips.

“The portal is very easy to use. You simply login and then tell the system the files you would like to analyze. You can upload internal documents or specify the URL(s) you would like to mine. Once the analysis is complete, you can then drill in and out of the concepts and highlight the pathways between concepts.”

And dive in she did. Fern explored several articles on the current financial crisis to see what new insight she could uncover, and using the Pathway Analysis tool quickly found an unexpected link.

“I was interested to understand the ‘seats’ concept and its relationship to the economic crisis, so I highlighted the path. In a separate window all of the articles related to the concept path are highlighted. It then became obvious from the articles, that given the financial crisis, the democrats stand to gain more seats in the senate and lock up a 60 seat filibuster proof majority.”

What kind of insight and unexpected links do you think The Customer Insight Portal can unlock for your business?

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The Customer Insight Portal Reviewed on The App Gap

Posted on October 16, 2008. Filed under: Customer Insight Portal, News | Tags: , , , , |

Influential blogger Bill Ives wrote a great initial review/first impression of The Customer Insight Portal on The AppGap, an Intuit-sponsored blog and resource on the future of work and how new tools are addressing age-old challenges of organization, collaboration and creation.

Much to Ives’ amazement, the analysis in The Customer Insight Portal happens without setup and results are delivered extremely quickly. Ives will be digging into The Customer Insight Portal over the next several weeks and we look forward to his ongoing impressions.

As a bit of background, Bill Ives has worked with Fortune 100 companies for 25 years in knowledge management, portals and learning. For several years he led the Knowledge Management Practice within the Human Performance Service Line at Accenture and was an advisor to their internal knowledge management group. Currently, Ives focuses on business applications of Web 2.0 and enterprise 2.0 technology.

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My Starbucks Idea – What Starbucks Customers Really Want

Posted on October 14, 2008. Filed under: Customer Insight Portal, Leximancer | Tags: , , , , , , , , |

In the last couple months, Starbucks joined the social media scene in a big way – launching their My Starbucks Idea site, a Web site dedicated to allowing customers to voice their own ideas about that they would like to see change, improve, etc. at Starbucks.

Users can submit their own ideas related to employees, coffee and tea, merchandise and Starbucks cards. Ideas are then rated by points and reviewed by Starbucks corporate employees, some of which are seen through in action.

Jeremiah Owyang, a senior analyst at Forrester Research, called this the “start of social computing (where individuals who participate socially to build something greater) work together to craft better products, services and experiences for companies.”

Conceptual Map of My Starbucks Ideas

In the six or seven months since Starbucks launched this Web site, there have been thousands of idea entries. When using The Customer Insight Portal to analyze the top rated ideas of all times, we found some interesting themes that would provide strong actionable customer insight for Starbucks.  

Coffee - a major concept as it relates to My Starbucks Idea

One major theme around My Starbucks Idea was obviously coffee. This shows that by using My Starbucks Idea, many customers have ideas centered on improving the coffee at Starbucks, whether it is through better offers and choices, bolder coffees, etc. There were also many mentions of Starbucks’ Pike’s Place blend, which will be discussed further later.

A map showing the prevalence of the theme love

Another main theme around Starbucks was love, in terms of what customers loved about Starbucks or what they would love to see at Starbucks in the future. As you can see, there are many concepts related to love, which shows that its most passionate customers still are finding much to their liking. It also creates actionable insight for Starbucks to capitalize on the things their customers love, as well as the things customers would love to see changed at the stores. 

Pathway Analysis showing customers would love more vegan options

When looking further at some of the things customers love or would love to see, one can see that vegan options, like sandwiches and pastries would be preferred menu items. Although Starbucks already offers soymilk products, their food items lack vegan options. This theme was repeated through My Starbucks Idea as something customers would really like to see changed in the near future.

“Although I applaud Starbucks for finally offering soy milk for its coffee 
beverages, I would love it if they would offer more vegan food options.”

“While I love that Starbucks offers soy milk at every store, there are 
almost no totally vegan food items. That would be my addition to the store.”

“Love your silk soy, but why don’t you offer 
vegan snacks? if you had a dairy free muffin for example i wouldn’t 
have to make two stops on the way to work every morning!”

“I love that Starbucks offers soy 
milk, but you should start offering vegan pastries & sandwiches. Whole 
Foods sells a lot of vegan pastries that taste great.”

One can see from the excerpts above that Starbucks gained critical insight to retaining some of their valued, vegan customers. By adding some vegan options to their menu, many of these loyal customers would make Starbucks their one stop shop. 

A map highlighting the theme Dunkin Donuts as it relates to Starbucks coffee

One interesting insight for Starbucks was the presence of Dunkin Donuts as a theme on the Starbucks data map. While not directly related to the My Starbucks Ideas per se, looking at the pathway analysis, you can see that Dunkin Donuts is related to the coffee theme, more specifically the Pike’s Place blend.

 “As an avid and loyal Starbuck’s customer I am very unhappy with the 
new Pike Place Roast. It’s obvious that corporate leaders are trying to 
better compete with McDonalds, Dunkin Donuts, and White Hen, but, please do 
not do so at the expense of your loyal customer base.”

“Pike Place is not my first choice brew. It is too mild and I 
feel I could get the same type of coffee from a Dunkin Donuts or a man 
selling coffee from a cart on the street.”

“I just don’t understand why Pikes Mistake has to be the only option 
for a cup of brewed coffee. It isn’t as though there isn’t enough business 
to justify keeping Pikes Mistake and also offering a bold coffee for those 
of us that like something better than the many gas stations, McDonalds, and 
Dunkin Donuts coffee.”

“It is your choice, as Pikes Peak is weaker than Dunkin Donuts.”

OK, I’ve tried the 
new blend 10 times to be fair and I must say – it is terrible. It 
tastes old the second it is brewed and the aftertaste is something 
reminiscent of a taste from the Dentist’s office. I am mostly a decaf 
drinker and the new blend has driven me to Dunkin Donuts. I love the 
Starbucks people, and I will miss them, but I can’t stomach another sip.”

Looking further into this correlation at the textual level brings Starbucks two actionable insights. First, one can see that Pike’s Place is not popular amongst Starbucks regulars, especially when it is the only option available. Secondly, one can see that some customers are actually choosing to go purchase their coffee from Dunkin Donuts, instead of Starbucks, as a result of this disliked blend and the lack of more options. My Starbucks Idea shows Pike’s Place is already under review, which is important considering the frequency of how often it showed up

This would show Starbucks that in order to retain their current coffee drinkers, may need to look into a) replacing Pike’s Place blend altogether or b) at least providing more than this blend as an option.

A map showing that Starbucks customers enjoy free incentives, especially when it comes to free WiFi availability

When My Starbucks Idea first launched early this year, Becky Carroll of Customers Rock noted that customer requests focused on free “loyalty” drinks and free WiFi. Six months later, free WiFi still remains one of the more popular ideas, while free “loyalty” drinks isn’t a strong theme.

“I think that there should be free Wifi in all Starbucks stores. My hometown 
Sbux does not have free WiFi but I am currently abroad and all the Sbux I 
have been to overseas have it for free, and I feel that it is a nice 
amenity that would make me come in more and stay longer.”

“My local library has free internet. I 
can’t think of how many latte’s I would have purchased over the past few 
years if Starbucks did not nickle and dime their potential customer base.”

“It is beyond me why Starbucks does not get that free internet across all 
retail stores for ALL customers would dramatically increase business.”

While free is an overarching theme on My Starbucks Idea, it should be noted that customers are always going want free options but Starbucks will have to determine if their business model can support it.

By using Leximancer’s The Customer Insight Portal, Starbucks can use their My Starbucks Idea Web site to even better satisfy their customers and increase retention. As Maria Palma of Customer is Always notes, Panera started getting more of her business after she got tired of paying $30 for WiFi that didn’t always work. Free WiFi is a concept that Starbucks customers are clearly calling for.

With thousands of ideas to sift through, using The Customer Insight Portal allows Starbucks to know exactly what their customers would like to see, and would they would like not to see, ultimately allowing the Starbucks corporation to better understand what ideas they should focus on putting into place.  

 

 

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