Don’t Let Angry Customers Kill Your Business

QuestionPro Customer Experience Webinar

Joel Aach Mark SalsberryPresident, QuestionPro CXLead Consultant, Aach Consulting

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Customer Experience Overview

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Holistic, 360-degree view of the customer journeyNPS or other rating measurement

Why: Increase loyalty, grow business

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Customer Experience Overview

Promoter Amplification Overview

● Customer market for you - WOM● Instantly referrals from delighted customers● Track reach and impact

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90% of online consumers trust

recommendations from people they know. [Nielsen]

Detractor Recovery Overview

● What is a Detractor?● What is Detractor Recovery?● Why bother?

○ Reduce customer churn○ Increase loyalty○ Lower negative WOM

● Who does it? ○ World-class companies, including many QP customers

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Understanding Detractors

● All detractors are not created equally● Leverage open ends● Prioritize actions based on:

○ Score (0-6)○ Influencers vs. not (well-known vs. unknown)○ CLV/LTV - Value Score

● Diagnose what’s really going on before starting recovery

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All Detractors Are Not Equal

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Word Clouds May Not Be Actionable

High Promoters (10) High Detractors (0)

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Activate Open Ends By Understanding Response Patterns

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Prioritization Actions - ‘Rude’ vs. ‘Horrible’

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Beware of Blended Scores - Use 90 Day Timing

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ROI of Detractor Recovery

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As many as 89% of consumers began

doing business with a competitor following

a poor customer experience. [Right Now]

● Cost of acquisition: 3-6x to acquire vs. retain ● Math: CLV/LTV x Saves

$243 x 74 = $17,982

Activating the Recovery

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Open Loop vs. Closed Loop

● Closed Loop: resolve where issue surfaced● Open Loop: resolve with customer care team● Who is ‘responsible’ - who has ownership

○ Recommendation: resolve where there is familiarity● Location manager

○ Training is paramount - not letting problem walk out the door● Call center

○ Engagement is paramount - conversing in a meaningful way● Execs should close the loop too

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Time Sensitivity

● Honor guest’s time; overall rating at beginning● Shocks and impresses customers● Real time best - automation (API) vs. manual data loads● 24 hours maximum

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Empathy and Meaningful Conversations

● Empathy: You, in their shoes● Tonality matters● Beware the script● Show you care!● Emotional part of recovery is often more important than the

functional part

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I've learned that people will forget what you said, people will forget what you did,

but people will never forget how you made them feel

“

”Maya Angelou

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Ownership and Resolution

● Empowerment fuels ownership● Don’t deflect or blame, even internally● The solution is not money, it is memories● Recovery should be a budgeted line item● +1 Mentality● Sometimes it’s best to fire the customer

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Best Practices - Detractor Recovery - US Retail

Customer Service 53%

Compensation 37%

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QuestionPro CX: Detractor Recovery

● Hierarchy according to business● Automated notifications● Timed countdown● Dashboard ticketing interface with resolution

capture● Automated escalation to next level up● Joel Aach: Insights Activation & Brand Strategy

questionpro.com/cx

@questionpro

cx@questionpro.com

Joel Aachjoel.aach@gmail.com

+1-407-808-8171

Mark Salsberrymark.salsberry@questionpro.com

+1-720-425-1247