A GOOD DAY TO ACT HARD: Take Action on Customer Feedback in 3 Simple Steps

Vivek Jaiswal Business Development Manager CustomerGauge/Directness 21 May 2013 vivek.jaiswal@directness.net

Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

Introduction: Become a customer service hero

•  Who this is relevant to: –  Customer service and operations professionals –  B2B and B2C customer experience managers

•  What we will cover: –  Importance of customer feedback –  Getting prepared to act on customer feedback –  Acting on customer feedback –  Closing the feedback loop –  Rewarding and rescuing valuable customers –  Useful tips from real clients

•  Who we are and our credibility: –  Vivek Jaiswal

•  Business Development Manager for CustomerGauge. Net Promoter expert with experience in implementing NPS programs for B2B and B2C organisations across the globe, including Verafin, ALM, FCMB and more.

Thomas S Watson, IBM 1921

*Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

A word about CustomerGauge…

•  CustomerGauge is the leading real-time Net Promoter® measurement platform.

–  Complete workflow and service recovery system

–  B2b, b2c and b2e solutions –  Automated reporting and digital signage –  Automated, with integrations to CRM

systems including SalesForce.com –  32 languages (reporting system in EN,

DE, ES, FR, NL, CN) •  Launched 2007 •  HQ Amsterdam, global coverage with

partners

A D V E R T I S E M E N T

Customer feedback from different lenses

What operations thinks What finance thinks

What marketing thinks

What product mgt. thinks

What it actually is

Why not act? •  No one likes to hear bad

news •  Common reactions

–  “Its not my fault” / defensive –  “It takes time to fix issues” /

extra work –  “It’s the way we always do

it” / business as usual stance –  “We always get complaints” /

demotivation –  “I’d like to help, but I

can’t..” / frustration with internal issues

The golden rule!

One should treat others as one would like others to treat oneself

Being prepared for Anything •  Keep your guns loaded

–  Train your frontline employees –  Make it easy for customers to get

to you –  Hire the right people

Being prepared for Anything/2 •  Have a combat plan

–  Everybody should know what they have to do

–  Get customer feedback to the right people

–  Measure and monitor progress on customer issues

Its all about…

Keeping your guns loaded…Having a combat plan

Taking hard action on feedback

•  Follow through with customer feedback –  Read every comment: one in a

hundred will give you a brilliant idea!

–  Acknowledge the feedback and thank them

–  Keep them involved –  Share results

Taking hard action on feedback/2

•  Spread the feedback –  Improvement happens when

everyone is involved –  Ensure departments deal with

relevant issues –  Team effort to clear issues

Taking hard action on feedback/3

•  Reward and rescue your valued customers –  Segment and identify your

VIP group –  Automate closing the

feedback loop –  Setup express route to

recovery for VIP customers

Value (spend, profit)

LOYALTY (Net promoter

score)

RESCUE

Customer Segmentation

REWARD

Detractors Promoters

LOWER PRIORITY

CustomerGauge can segment and identify your VIP group

Be sure to…

Listen…Act…Close…Improve

Oh, boy... am I glad you talked

me out of switching

Aligning your organisation •  Motivate

–  People who take action on customer feedback are heroes!

•  Measure –  Use tools around metrics like

NPS to measure customer satisfaction

•  Monitor –  Keep track of customer

feedback –  Create projects to resolve

collection of feedbacks

•  Monetize –  Reward promoters and give

them tools to promote you Download our cartoon guide: http://customergauge.com/tag/nps-comic/

Summary

•  Its your customers talking – listen •  Do not be caught unprepared

–  Expect 50% or more of the responses to give comments

–  Read every comment –  One in a hundred will give you a brilliant

idea •  Close the feedback loop

–  Thank your customers for feedback –  Reward and rescue

•  Make acting on customer feedback a company culture

–  Motivate the heroes –  Measure customer satisfaction, use NPS –  Monitor actions –  Monetize loyal cusotmers

Learn more about CustomerGauge and how to act on customer feedback. Email: info@customergauge.com Ph: +31 208 20 21 60 Follow us: @CustomerGauge