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Presentation to the First Wednesday Group on the importance of listening to customer feedback
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Jim KatzmanVoice of the Customer Retreat
October 26, 2010
LISTENING TO THE CUSTOMER MAKES SENSE, DOESN’T IT?
ACTING ON WHAT YOU HEAR IS NOT AS EASY…
BUT THAT DOES NOT MEAN YOU SHOULDN’T DO IT…
Multiple customer touch points
State of Social Media
The power of customer verbatims
Case Study: Welcome Screen Takeover
Case Study: Message Boards
Building a Social Media Strategy
Questions / Thank You
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Voice of
the
Customer
Customer
Surveys
Product
Surveys
Executive
Escalations
Quality
Monitoring
Call Center
Reports
Agent
Feedback
User
Forums
Social
Media
Focus
Groups
Numerous platforms
No synthesis of data from all sources
Not actionable
Customer feedback at times falls into a black hole
Data not available across all verticals
Customer inputs not part of product development process
Type of Feedback Action to Take
Open Ended feedback Create a mechanism to respond, even if it is automated
Executive Escalations Determine root cause in the call centers and change processes
Quality Monitoring Assess call center processes, script effectiveness, strong/weak agents
Customer Satisfaction Surveys Develop a methodology to look at structured and unstructured data
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Data drives changes to products, services & processes that impact customers
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Structured data – traditional net promoter or other 1-xx scales only tell part of the story
Customer surveys – transactional and non transactional provide actionable data
Customers are not shy in sharing feedback especially when it is not positive
There are great tools available to process unstructured data◦ One of these tools is offered by Clarabridge
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The pictures I got back from your
processor were blurry and fuzzy.
I am not sure what type of quality
control you have but it isn’t good.
I will be telling my friends.
Things were sooooo
expensive. While we
had a great time, I
constantly was adding
up how much this all
cost
Sometimes I am unable to access
my data. This makes me very
upset.
I would increase the amount of choices in the gift
shop, especially for kids. If I am traveling and
come home empty handed, my kids are very
upset. I did like the colorful displays throughout
the shop. It was pretty easy to find what I was
looking for.I have never had such
fantastic service at a
restaurant. You made
my anniversary
memorable – and that is
saying something after
25 years.
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AOL made the decision to sunset several products, including most of the Message Boards in Q4 2008.
Email notification sent to all members announcing the sunset in 3/10/09. Boards were sunset 3/31/09
Reaction was swift and vocal Several hundred comments through Clarabridge and several other sources within just a few days
Cost and level of effort was quickly evaluated to keep boards available
Decision to sunset was reversed: Message Boards were reinstated on April 14, 2009 just two weeks later
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The data speaks loudly
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Over 12,000,000 search results on Google Common sense approach
◦ Assess your environment What do customers want and expect from you? Management support Tools / resources available
◦ Be sure you can answer: “why are we doing this?”
Show success ◦ Get early wins to show value◦ Find the evangelists employees and customers
Drive consistency◦ Incorporate other areas of your business◦ Involve the customer and the business owners◦ Stay committed to the process
Jim KatzmanExpertise in the Customer Experience Life Cycle
(703) 795-2896
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