Discover the true voice of your customers... The world is Ranting and Raving. Discover the true Voice of Your Customers. Every day customers discuss what they love and hate about companies, but more often than not they’re talking to each other, not the brand involved. That’s why our Fast Feedback solution is different. Designed to make sharing feedback simple, fun, and convenient for the customer, Rant & Rave lets you capture how your customers feel in the moment. The result? Higher response rates, richer insight and the opportunity to take real-time inspired action – transforming Ranters into Ravers and happy customers into lifelong advocates.

This overview will explain how the Fast Feedback Capture module works and how it can enable your business to significantly increase customer feedback volumes and achieve richer insight.

VOC Challenges.

No matter which solution you pick to deliver your Voice of the Customer programme you’ll face the following challenges:

If you can address these challenges, then you are on the right track to having a successful Voice of the Customer programme. Whilst Rant & Rave can help you tackle each challenge, this document focuses on gathering the right volume of information from the right people at the right time, in the right way.

Fast Feedback Capture & Sentiment Overview

Gathering the right volume of information from the right people at the right time in the right way

Taking action on customer feedback

Measuring the business impact

Getting people & resources to do it right

For more in depth and complete details

of the Rant & Rave Fast Feedback

Capture module it is recommended that

you read the Fast Feedback Capture

Functional Description document.

Additional Reading

The Capture module is an integral part of the Rant & Rave platform, it is multi-channel and allows you capture the Voice of your Customers via the method that best suits them.

But what do we do with it? We have a selection of overview documents that will introduce you to other integral parts of the Rant & Rave platform and describe their functions.

You should also know...These documents will teach you how we analyse feedback, how you can address and respond to what is shared and how you can increase agent engagement.

The following diagram shows how the different Rant & Rave modules relate to the Customer Experience. This Overview focuses on the Capture and Sentiment element of the diagram.

Capture & Sentiment Engine

Dashboard

Frontline

FrontlineRecover

Interaction= Experience

Agent

CustomerSupervisor

Business

What can I do to make the

customer happy?

Am I giving a good customer experience

and in what area?

Can my team improve and

where?

Do I know what is important to the

customer?

What can I change to improve the

business?

I am telling you what is important

to me

I want you to listen

What do we capture and why?Rant & Rave literally captures the voice of your customers. We’re interested in understanding what customers want to share, not just obtaining the answers to your predefined questions. By asking them to provide a single score and the reason(s) behind that score, in their own words, you can understand what really matters to them.

Think about it. When you come back from your holidays your friends don’t ask you to rate the travel, hotel, food, entertainment and excursions out of ten. Your friends ask how your holiday was and you tell them the most significant parts to you, whether they were good or bad.

By only asking customers for a single score and comment (verbatim), Rant & Rave achieve typical response rates of 25%-50%, with some clients enjoying rates in excess of 53%. This means your Voice of the Customer programme now reflects a significantly larger proportion of your customers and the decisions you make on the back of the feedback received are more accurate and reflective of your customer base. Of course we can ask additional questions if required.

When do we capture feedback?At the moments that matter! Why ask someone about their experience days, weeks or months after it’s happened? Ask for their feedback almost immediately. Why? Because that’s when people can remember their experience most accurately and are the most emotionally engaged with the situation.

Rant & Rave aim to capture feedback straight after a transaction or interaction has occurred. This may be a phone call to a contact centre, a web chat, an engineer’s visit, a parcel delivery, dropping luggage off at an airport, a visit to a branch, a visit to a website or buying a handbag – the list is long. But what matters is that the request for feedback is in the moment. Rant & Rave can ask for, and get responses back, within as little as four minutes. Obviously the time frame will suit your needs.

Proactive feedback requests can be automated throughout the customer life cycle using your own business rules and distributed based on timed events (e.g. contract renewal).

As well as proactively requesting feedback, Rant & Rave recommend using ‘Listening posts’ to capture feedback from customers who want to share their views at the moments you can’t predict. Much like the bumper sticker on a van which asks “how’s my driving?”, these listening posts let customers provide feedback whenever they feel the need. easyJet use Listening Posts at their baggage drop area for example. Whilst less feedback may be captured via these Listening Posts the insight shared will come from your most engaged customers.

Through the channel most convenient to your customer! As well as considering individual customer preferences it’s important to use the channel that you have the most contact information for (e.g. most customers will share a landline with you but maybe not an email address) combined with the channels that provide the highest response rates. The following diagram shows the various capture channels and their typical response rates.

IVR Call

Back

Loca on

listening posts

Online

listening

posts

Loca on

receipts

Ad hoc

brand emails

In app

feedback

Delayed email /SMS

Post cIVR (cforwar

Online in-journey

web form

Post-interac on

SMS

Post-interac on

email

40% +

25-50%

Less than 5%

10-20%

15-25%

Quality of Metadata

Resp

onse

Rat

esall all d)

Rant & Rave support multiple

channels: IVR, SMS, email, devices,

QR codes, URLs, short SMS codes,

web, social and many others.

Whenever feedback is captured

you want to make sure that it is

authentic, in the moment, relevant and most importantly low effort.

Multiple ChannelSupport

Where do we capture feedback?

Points To Consider: - Conversion is higher closer to the interaction; any delay will reduce volumes- Quality of the feedback request; a personalised request using a less formal tone has the best results- Use preferred contact channel or channel match if this isn’t known- Make it Easy - Limit the barriers to sharing feedback, such as asking for contact information or account/purchase details

It is easier to extract insight from the feedback if there is supporting metadata. The right channel is one where the highest quality of metadata can be passed.

End Communication Flow

Sent Recipient Greeting Message and Request Score

Recipient Enters a Score WithPhone Keypad

Thank Recipient and Ask forVerbal Comment

Recipient Replies By RecordingTheir Comments

Thank Recipient

Check Response isValid eg. Numerical

Inform the Recipientof Invalid Message

and Ask Them to Retry

Yes

No

How do we capture feedback?IVM/Outbound IVR

IVM (Interactive Voice Messaging) allows clients to literally capture the voice of their customers by inviting them to verbally record their feedback, much in the same way as leaving a voice message. Scores can also be captured and the customer is able to explain exactly what they mean.

IVR (Interactive Voice Response) works by the Rant & Rave system placing an outbound call to the customer to ask for feedback. IVR is an interactive channel meaning that the call flow can be determined by the inputs of the recipient using the DTMF tones that they enter. This allows you to ask multiple questions and receive subsequent responses that are fed straight into the Fast Feedback Dashboard as they are received. Data captured consists of an audio recording and DTMF values that can be mapped to fields within Fast Feedback. The flow of the call might look like the image to the right.

The IVR call can be presented as coming from Geographic Numbers (e.g. 0121, 02476 etc.) or Non-Geographic Numbers (e.g. 0330, 084, 0871 etc.)

SMS

SMS (Text Messaging) is an effective way to capture feedback quickly and succinctly. Approximately 90 percent of SMS are read within the first four minutes of delivery. SMS messages can come from dedicated short codes (e.g. 66099), shared short codes (e.g. 84070 with a keyword prefix), free of charge short codes (they are free to the recipient, not to the sender), long dial numbers (e.g. 07983123456) or branded messages (e.g. “Rant and Rave”).

The image to the right shows a simple example of how feedback via SMS would look on a mobile phone.

SMS is an interactive channel which means you can provide two-way messaging for your customers. This allows you to ask multiple questions and receive multiple responses which are available in the Fast Feedback Dashboard as soon as they are received. Alternatively, SMS can be used as a bridging technology to link to a mobile web form for a richer experience.

Based on Solicitation Rules, Request to Initiate Contact

Email

Email allows you to send a personalised message to your customers asking them to click a link to a web form where they can provide feedback about a particular interaction. One of the main benefits of emails is the way in which they can be tailored to match your branding. In other words, they look authentic. An example email can be seen on the right.

The ‘from’ and ‘reply-to’ addresses can also appear to come directly from you rather than Rant & Rave. The emails are sent from ‘clean’ IP addresses that are whitelisted. This means the emails won’t hit spam or junk folders when they land in your recipient’s inbox. Clients can also opt to have their own personalised domain.

Of course all emails will include an opt out option.

Web

Web pages provide a very rich interface and interaction experience. When an email is sent, customers are invited to click a link to a branded web page that looks authentic to your brand and is designed in such a way to get the key score and verbatim from the customer in an easy way. The web form is responsive thus allowing it to work on all modern devices and browsers. You can see an example to the right.

Alternatively, if the customer is already on your website keep them in their current channel, without interrupting their journey, and place a web widget on your site. Web widgets can be placed in an unobtrusive place on your website and only ‘open up’ when they’re clicked on. This allows the customer to provide feedback at the moment they feel it is appropriate rather than an obtrusive popup at the start of their journey. You can see an example of a web widget to the right.

Rant & Rave have an API, called the solicitation API, that lets you easily request feedback from your CRM, EPOS, etc. This can either be in real-time via a RESTful API or via periodic batch files (CVS, XLSX) via SFTP or HTTP. As an example, Rant & Rave have integrations to Salesforce, SAP and Microsoft Dynamics.

In effect, you trigger feedback from your systems after an interaction or transaction has occurred with your customers. All requests to the solicitation API are treated securely and can only be done via authentication and authorisation.

Having these integration options allows for easy, quick and technically comprehensive solutions between your infrastructure and the Rant & Rave platform. The flow of the integration looks like the following diagram.

Optional

Customerinteracts withbusiness

Agent/EngineerUpdateCRM/ERP/etc

Customer sends in feedback from a listening post

CRM/ERP/etcrule requestsfeedback(API/SFTP) Feedback

requestsent

Provide Feedback

UpdateCRM/ERP/etc

Increase engagement

Optional

Solicited Feedback

UnsolicitedFeedback

How do you ask for the feedback?

Insert into CRM/ERP/etc to action

What do we do with the feedback?Whilst capturing scores from customers can be useful they only tell half a story. By giving your customers the opportunity to explain their reason for the score you can develop a much deeper understanding. By asking for verbatim and automatically processing it, Rant & Rave can generate real-time structured data from the verbatim.

When a customer types “the agent was helpful” Rant & Rave recognise two things. Firstly, the topic: agent and secondly the sentiment: helpful. When combined, the topic (agent) and the sentiment (helpful) create an insight. In other words: insight = topic + sentiment. An item of verbatim can have multiple insights which have their own score and when averaged provide an overall score for the item of verbatim.

The sentiment range can be summarised as follows.

Words like nightmare will have a low score. Similarly, fantastic will have a high score. This means that customers can use their own words to indicate their sentiment/emotion and will be scored appropriately.Rant & Rave believe that most items of feedback will discuss one or more of the following in an item of verbatim:

Note: This list can be changed/extended.These high level business concepts form the root of what we refer to as a Taxonomy. A Taxonomy is an organised structure of topics (topics are simply terms and phrases) that describe what your customers are saying about your business. The structure is built to match your business needs but an example taxonomy is on the right.

Very Bad

1 2 3 4 5

Bad Neutral Good Very Good

People Place Process Product

As a business you want to be able to generate reports like the one on the right following customer feedback.

But, Rant & Rave are focusing on the verbatim e.g. “The advisor was really helpful and did solve my problem but was hard to understand, also the self-service portal is a nightmare”.

The following table shows how the verbatim is analysed and broken down into individual items of insight so that numerical reports can be generated. You can see the verbatim in the left column with the highlighted terms, the topic column shows what is being discussed, the taxonomy column shows where in the taxonomy the topic is located and the sentiment and score column shows the words providing the emotion with a score.

Verbatim Topic Taxonomy Sentiment & Score

the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare

Advisor, helpful People \ expertise \ attitude Really helpful = 5

the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare

Advisor, solve People \ expertise \ knowledgeable Solve = 4

the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare

Advisor, understand People \ communication \ understand Hard = 2

the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare

Selfservice portal Place \ web \ portal Nightmare = 1

012345

Category

1Cate

gory 2

Category

3Cate

gory 4

What The Business Wants

These multiple insights, when placed into the correct location within the taxonomy, give a summary on the right. This means that you can create a report like the following.

012345

Product

Proce

ss

Place

PeopleProductProcessPlacePeople

What The Business Gets

You can now generate business metrics using real-time sentiment based analysis of the true Voice of the Customer.

Rant & Rave is certified to ISO27001:2013 and has an ISMS which is audited externally by UKAS accredited auditors so all feedback is treated securely.

What do you do with the feedback?

Having captured the feedback, you need to know what customers are telling you. You need to know where the customers’ issues are and also how to find these issues easily. The following screen shot is an example of the Rant & Rave Dashboard.You can find out more information about the Dashboard in the Fast Feedback Dashboard Overview document.

Want to know more?

Don’t forget this is just one in a series of overview docs. If you’d like more information on the Rant & Rave Dashboard, Frontline Engagement or Recover or a functional description of any of our modules please just ask.

Call us on +44 (0)2476 011 911 or email us at hello@rantandrave.com

www.rantandrave.com