The What, How, Now Model to Building a Customer Feedback Program

What is Voice of the Customer? VoC

FEATURES & BENEFITS ¡  Constant pulse on customers/clients ¡  Identify needs & pain points BEFORE they become deal breakers ¡  Close the loop at the MICRO level ¡  Fix large-scale issues at the MACRO level ¡  Comparative performance

Industry standard term used to describe customer feedback and the programs/tools used to capture, quantify and act on it.

Companies who believe they provide a superior experience

80% Do You Know How Your Customers Really Feel?

Source: Bain & Company

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

Customer Behavior

MeasuringCustomer Behavior

How to build a customer

feedback program?

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PRIOR STATE ¡  Single-channel program (survey) ¡  Poorly designed measurement (160 items; 5 survey revisions) ¡  No link between transactional and relational data ¡  Incomplete reporting throughout the organization ¡  Limitation on goal-setting and root cause analysis

 

CASE STUDY  

TODAY ¡  Omni channel approach (survey, email, social) ¡  Relational data frames transactional data ¡  All channels funneled into single reporting system ¡  Tailored goals and root cause process  

CASE STUDY  

OUTCOME // MICRO ¡  PHL airport was showing low early-morning NPS scores ¡  Deep dive uncovered the root cause: Concessions were NOT open! ¡  Station manager offered coffee / juice for these flights –

Scores Increased

CASE STUDY  

OUTCOME // MACRO ¡  Combining relational data (brand purchase drivers) with

transactional data (experience satisfaction) helped pinpoint key business exchanges

¡  As reported in the Wall Street Journal, changes in fare structure and seat density are forecasted to increase revenue in excess of $300 million per year

CASE STUDY  

Thank you.