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1 ©2015 QUALTRICS LLC.
The What, How, Now Model to Building a Customer Feedback Program
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©2015 QU
ALTRICS LLC.
Companies who believe they provide a superior experience
80%
Companies whose customers agree
8%
Do You Know How Your Customers Really Feel?
72% Delivery Gap
Source: Bain & Company
3
©2015 QU
ALTRICS LLC.
MeasuringCustomer Behavior
Ask questions
View metrics
Take action
How to build a customer feedback
program?
What do I measure?
How do I measure it?
Now what do I do with these numbers?
The What, How, Now Model
WHAT HOW NOW
1. Map it out
o Create a customer journey map — an outline of the customer journey broken into major touch points
o Consider multiple points of view
o Cluster into major touch points
WHAT DO I MEASURE?
HOW NOW
2. Develop Channels
o Decide how to collect data at each touch point
o Ensure you cover all major touch points
o For surveys, create more questions than you plan on using
WHAT DO I MEASURE?
HOW NOW
Image Source: freeenterprise.com
Image Source: freeenterprise.com
3. Test Format
o Test channels with 300-400 customers
o Revise buckets based on feedback & analysis of items
o Aim for less than 20 quantitative questions in any single channel
o Conduct focus groups to examine content & flow
WHAT HOW DO I MEASURE IT?
NOW
CEO
Marketing Product Web
EVP
4. Reporting Levels
o Identify reporting levels
o Work from macro to micro
o Create data flow diagram
WHAT HOW NOW WHAT?
5. Goals
o Tie incentives to CX metrics
o Make them specific to each area
WHAT HOW NOW WHAT?
Image Source: freeenterprise.com
6. Action Process
o Develop root cause process
o Make insights actionable
o Leverage text analysis to go beyond quantitative data
WHAT HOW NOW WHAT?
Image Source: freeenterprise.com
Demo
6 Steps to TRUE Customer Experience Transformation
SM
CX
Strong Leadership
Vision & Clarity
Engagement &
Collaboration
Listening & Learning
Alignment & Action
Patience & Commitment
1. Strong Leadership
Key Takeaways o Starts at the top o Executive support is necessary, but not sufficient o Subordinates follow their leaders o More show; less talk
What If I Don’t Have Support? o Return on Investment modeling
• Demonstrate value added • Repurchase, Forgiveness, Word of Mouth
o Trial Program • Start small; grow in complexity
o Case Studies • Success stories
2. Vision & Clarity
Key Takeaways o Be specific o Short & simple is better o Provide clear message o Include road map o Specify steps & milestones
How Do I Create a Vision? o Determine ideal future state o Create first draft o Seek input o Iterate and edit o Finalize & add road map
3. Engagement & Collaboration
Key Takeaways • Engaged employees are essential • Pockets of engagement aren’t enough • Cross-functional synergy is necessary
How Do I Engage Employees? o Formal program is necessary o Listen & take action o Capitalize on group/company strengths o Address group/company opportunities
4. Listening & Learning
Key Takeaways o Systematic collection o Comprehensive coverage o Draw insights o Enable action
How Do I Set Up a Listening Program? o Determine what you want to know o Identify how you want (or should) listen o Collect information o Summarize & analyze
5. Alignment & Action
Key Takeaways o Leverage vision statement & road map o Insure groups understand their purpose and
contribution o Guide action towards common goal with group-
level focus
How Do I Know What Actions To Take? o Implement objective system o Drill down to key drivers and root cause o Pilot potential solutions o Track results
6. Patience & Commitment
Key Takeaways o It is hard to wait o Iteration is necessary o Culture change takes commitment
How Can I Show Progress? o Customer success stories o Communication plan around micro and macro wins o Be your best PR tool
Strong Leadership
Vision & Clarity
Engagement & Collaboration
Listening & Learning
Alignment & Action
Pa$ence & Commitment
6 Steps to Customer Experience Transformation
Q&A
