1. 2016 Information Seekers Voice of The Customer
ACS Marketing Research, Voice of the Customer | March 2017

2. Background, Objectives & Methodology
Listening to the voice of our customers and constituents is important for the continued growth and success of our programs, services, events and other interactions that individuals have with the American Cancer Society.
In order to accomplish this goal, an online INFOSEEKERS study was started in 2014 to better understand the experiences and hear directly from individuals who have contacted the American Cancer Society NCIC.
The study key topics include:
Customer experience index and components
The type(s) of information received from ACS
Ratings of interactions with ACS representatives
Perceptions of the ease of interacting with ACS
Impact of experience on perceptions of ACS
Likelihood to contact NCIC in the future, among other topics
The study included a total of 7,383 information seekers.
Response rates for the study were: 9% for INFOSEEKERS, 20% for FULFILLMENT.

3. Key Takeaways
Customer experience is still strong at 87 versus 85 last year; although those expecting a phone follow-up were high percent of calls to NCIC but lower CXI. This could be a place to focus – either moving more to or improving phone follow-up / expectations for 2017
Info Seekers are finding the interaction with NCIC to be easy and likelihood of future use is high. Representative ratings are strong – and did not change pre to post reorganization; although they have been in decline since 2014
The experience Info Seekers have when calling into NCIC is resulting in increased positive feelings towards ACS
Info Seekers rate the information they receive highly – the information is seen as helpful; there is a percent that are unsure of the usefulness of the info – this should be probed in the future to understand
CXI scores are deflated when there is no expectation set on when they will receive the info or if there is no resolution during the first call (which is typical of other CX scores in for-profit industries)

4. Detailed Results

5. All Components of CXI Are Improving Year-Over-Year
Satisfaction
Met Expectations
Compare to Ideal
2014
2015
2016
Source: Infoseekers Survey

6. NCIC Receives High CXI Especially compared to acs events72 87
NCIC 84
< 70 76
> 89
Apple 2015: 84 vs. 2014: 84
Hershey 2015: 79 vs. 2014: 86
Mercedes 2015: 83 vs. 2014: 86
Verizon 2015: 71 vs. 2014: 75
American Airlines 2015: : 66
BoA 2015: 68 vs. 2014: 69
Starbuck 2015: 74 vs. 2014: 76
Microsoft vs. 2014: 75
Linkedin 2015: 68 vs. 2014: 67

7. CXI Scores By Reason For Calling NCIC Compared to National
All But Those Calling For Resource / Svc Support Had Improved Experiences
CXI Scores By Reason For Calling NCIC Compared to National
Assistance making a donation or event participation
Information about cancer, treating, coping, preventing
Help with finding resources and services
Website or technical issues
General information or feedback about ACS 87 85 86 83
2016
2015
Info from 83 to 86 (2069)
Resources from 85 to 85 (4144)
Donation / participation from 83 to 86 (2161)
General Info from 83 to 86 (2320)
Website Tech Issues from 85 to 87 (1608)
Source: Infoseekers Survey

8. Additional Components of NCIC Customer Experience
NCIC More Likely to Be Used In Future As A Resource for Info and Easy to Interact
Additional Components of NCIC Customer Experience
Ease of Interaction
Average Score 90 89
Likelihood to Contact NCIC for Cancer Info Average Score 89 87
More Positive Feeling Toward ACS % 71 71
Info from 83 to 86 (2069)
Resources from 85 to 85 (4144)
Donation / participation from 83 to 86 (2161)
General Info from 83 to 86 (2320)
Website Tech Issues from 85 to 87 (1608)
2016
2015
Source: Infoseekers Survey

9. NCIC Rep Scores Have Been Slowly Declining Since 2014
NCIC Representative Interaction Average Scores
Understood Your Needs
Explained How ACS Can Address Needs
Communicated in a clear easy to understand manner
Info from 83 to 86 (2069)
Resources from 85 to 85 (4144)
Donation / participation from 83 to 86 (2161)
General Info from 83 to 86 (2320)
Website Tech Issues from 85 to 87 (1608)
Showed Appropriate Empathy
2014
2015
2016
Source: Infoseekers Survey

10. The Quality Of The Interaction Maintained High Levels While CXI Inched Ahead
NCIC Representative Interaction Average Scores – Pre and Post Reorganization
Understood Your Needs 88 88
Explained How ACS Can Address Needs 86 86
Communicated in a clear easy to understand manner 89 89
Info from 83 to 86 (2069)
Resources from 85 to 85 (4144)
Donation / participation from 83 to 86 (2161)
General Info from 83 to 86 (2320)
Website Tech Issues from 85 to 87 (1608)
Showed Appropriate Empathy 88 88
Overall CXI 86 87
1H ‘16
2H ‘16
Source: Infoseekers Survey

11. Majority of Calls/Chats End With a Resolution which has improved significantly from 2015 and 2014 As Would Be Expected, CXI is Higher for those Realizing First Call Resolution
CXI
No Resolution 38
Rep Will Follow-Up 66 BC
Resolution First Call / Sending Info 93 A B C
Source: Infoseekers

12. Satisfaction Is Very High With Information Receipt Timing and Content
Satisfaction with Information Timing and Content
Time It Took To Receive Request
Ease of Understanding Information That Was Sent
Extent to Which Information Answered Your Questions
Info from 83 to 86 (2069)
Resources from 85 to 85 (4144)
Donation / participation from 83 to 86 (2161)
General Info from 83 to 86 (2320)
Website Tech Issues from 85 to 87 (1608)
2014
2015
2016
Source: Infoseekers Survey

13. Given A Good Portion Of Follow-ups Happen Via Phone; But Has Lower CXI, Improving Those Interactions Will Boost Overall CXI
CXI
None 55
Phone 74
Mail 84 81
Source: Infoseekers

14. The Better Expectations Are Set The Higher The CXI CXI Similar Among Various Day Ranges Given
(Among Those Requesting Follow-Up) % Told When and CXI By Time Expected
CXI By Number of Days Told
69% Were Told When They Would Receive Their Follow-Up
Average 4 Days Response Time
Overall Score of 85 for Days to Receive Being Reasonable Timeframe 85 81 1
2-4
If told when, CXI = 84
If not told, CXI = 68
5-20
Source: Infoseekers

15. Of the 27% Calling for Cancer Information, The Majority Said the Info Increased Their Knowledge And Confidence With Talking to Doctor or Decisions About Cancer Care. No One Felt Less Confident But There Was A Number Who Were Unsure For Both
Info Increase Knowledge about Cancer
Level of Confidence With….
Unsure
Unsure
Not At All
Same
A Little
Removing don’t knows:
Info Increase Knowledge A Lot A Little 88% ( 894 /1014) (1159 / 1320) ( 526 /556)
Level of confidence talking to a doctor 77% (720/ 940 )
Level of confidence cancer care decisions 79% ( 780 /988)
Level of confidence manage symptoms and side effects 77% (161 / 208)
A Lot
More
Source: Infoseekers

16. Several Measures Improved Post-Reorganization – Specifically Knowledge About Cancer and Being Able to Make Decisions About Cancer Care
Info Increase Knowledge about Cancer 1H 2016 v 2H 2016
Level of Confidence With….
1H 2016 v 2H 2016
Not At All
Same
A Little C
More A
Removing don’t knows:
Info Increase Knowledge A Lot A Little 88% ( 894 /1014) (1159 / 1320) ( 526 /556)
Level of confidence talking to a doctor 77% (720/ 940 )
Level of confidence cancer care decisions 79% ( 780 /988)
Level of confidence manage symptoms and side effects 77% (161 / 208)
1H Total Increase Knowledge 574 A Lot Little 365 A Lot 209
2H Total Increase Knowledge A Lot 215 A Little Not at all Very Little
1H Total Talk to Doctor More 447 (75%) About the Same 139 (24%) Less 5 (1) Cancer Care Decisions Total 636 More (76%) 481 Same 146 (24%)
2H Total Talk to Doctor More 273 (78%) Same 77 (22%) Less 1 %) Cancer Care Decisions Total 353 More 299 (85%) Same 53 (15%)
A Lot A B A B C D
Source: Infoseekers

17. Level of Confidence With….
Most of the Smaller Volume Calls Still Had Customers Feeling More Confident About The Area They Called In For: Managing Symptoms, Preventing Cancer, Screening/Mammogram Information
Level of Confidence With….
% of Calls 3 1 1
Unsure
Same
More
Source: Infoseekers