The 9 secrets of successful customer feedback and action programs

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Ever wondered how successful customer feedback and action programs differ from unsuccessful programs? We did. So we asked 80 organizations, operating at various levels of success, what they were doing.

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The 9 secrets of successful customer feedback and action programs

  1. 1. The 9 Secrets of Successful Customer Feedback and Action Programs Ever wondered how successful customer feedback and action programs differ from unsuccessful programs? We did. So we asked 80 organizations, operating at various levels of success, what they were doing. Do you have a question need answered. Let us know on info@genroe.com.au © Genroe (Australia) Pty Ltd. All Rights Reserved Net Promoter, Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld Contact Us At www.genroe.com info@genroe.com.au Australia L39 Citigroup Centre, 2 Park St, Sydney T +61 2 9191 4700
  2. 2. Agenda • Review of Method • Respondent Profile • Findings • Barriers to More Effective Customer Feedback Success • What has Driven Success in Respondent Programs? • If You Could Do Anything What Would You Do? 2
  3. 3. Review of Method 3 • We asked 80 respondents to participate in this research providing their input as to what has worked, and not worked, in their customer feedback and action programs. • Respondents provided their feedback via a web survey that was 19 questions long. After providing some broad firmographic and job role information, respondents were asked which of a range of survey attributes where instrumental in their perceived success and/or lack of success in the customer feedback and action process.
  4. 4. Respondent Profile 4 • Respondents were drawn from a variety of organisations and functional areas within the organisation. • We had respondents from varying: – Roles – Business Types – Business Sizes
  5. 5. Respondent Profile 5
  6. 6. Findings 6 • After analysing the responses from 80 participants we identified the following 9 Key Takeaways for organisations wanting to maximise the success of their process.
  7. 7. Findings 7 1. Engage All Staff in the Customer Feedback Process If you engage all staff in the customer feedback process you will likely be more successful than if you manage it by one person or a small team. Takeaway: Strategize how you are going to get everyone in the organisation engaged in the customer feedback process and make sure that it is not seen as any one person, or team’s, role to action customer feedback. Resources: See these resources for practical advice to achieve this outcome: • 5 Ways to Drive Employee Engagement with Net Promoter® • Net Promoter® Organisational Change Management Done Right • New Research: Involving All Staff in the Customer Feedback Process
  8. 8. Findings 8 2. Re-invigorate Your Program After the First Year After a year of operation, improvement in the customer feedback process flatlines, and may even fall in years three to five. You will need to do something to kick-start improvement again. Takeaway: Be ready to reinvigorate the program 12 months after launch to carry it to the next level of success.
  9. 9. Findings 9 3. If you are a Feedback Specialist you Probably Wear Rose Coloured Glasses Customer feedback specialists need to understand that not everyone has their innate belief in the process. Some will need to be convinced using dollars and cents. Takeaway: If you are a customer feedback specialist you need to know that people in general business roles are more sceptical of the success of the customer feedback program than you. You need to collect and document clear evidence of success to convince them of the long term value of the process.
  10. 10. Findings 10 4. Ensure that you Implement Service Recovery to Maximise Success The service recovery process has positive impacts in many areas of customer feedback success and organisations that implement it have significantly better customer feedback outcomes. Takeaway 1: Make sure that you implement service recovery for the customer feedback process. Takeaway 2: Calculate the value of service recovery to your business Resources: See these resources for practical advice to achieve this outcome: • Practical advice for best practice Service Recovery • How To Design A Customer Feedback Recovery Process
  11. 11. Findings 11 5. Add Customer Feedback to regular management meeting agendas If you’re not talking about it regularly you will not be as successful. Takeaway: Add customer feedback as a regular agenda item in regular management meetings. Resources: See these resources for practical advice to achieve this outcome: • Using 5 Whys Root Cause Analysis on Customer Feedback • How to Apply the 5 Whys Process [Video]
  12. 12. Findings 12 6. Make sure you report customer feedback data at least every month Companies that report on this data on a monthly basis have significantly better outcomes. Takeaway: Report as often as you like on customer feedback data but do it at least every month
  13. 13. Findings 13 7. Management needs to be committed to the process and you need to help Yes, management need to be committed to the process but often the business needs to be clearer about the benefits in terms that are important to management. Takeaway: If you want management to be more committed you need to report customer feedback results in ways they care about: revenue and profit.
  14. 14. Findings 14 8. Spend more time understanding what drives our output score, e.g. NPS. Knowing your output score (NPS, CES, Customer Satisfaction, etc.) is not nearly as important as know what drives change in that score. Takeaway: In survey design: begin with the end in mind. Understand exactly how you are going to analyse a question when you put it in the survey.
  15. 15. Findings 15 9. Find and Apply Quality System Methods It is clear from the respondents that applying quality system approaches to customer feedback information helps to drive change within the organisation and improve the overall customer feedback process. Takeaway: Use simple, or more complex, quality systems such as Lean, 6 Sigma, etc., to derive maximum value from the customer feedback you collect. Resources: See these resources for practical advice to achieve this outcome: • Using 5 Whys Root Cause Analysis on Customer Feedback • How to Apply the 5 Whys Process [Video]
  16. 16. Barriers to More Effective Customer Feedback Success 16 • Having identified what some of the attributes that surround a successful customer feedback process we wanted to know what is stopping organisations from being more successful; what do people consider the barriers to more effective customer feedback success? • So we asked a simple question: “What is preventing you from being more successful?”
  17. 17. Barriers to More Effective Customer Feedback Success 17
  18. 18. Barriers to More Effective Customer Feedback Success 18 • The 3 most common responses to this question were: – We need to more fully engage staff in the customer feedback process. – Management needs to be more committed to the process. – We need to better understand what drives our output score, e.g. NPS. “What is preventing you from being more successful?”
  19. 19. What has driven success in respondent programs? 19 • We also wanted to know what was driving success in customer feedback programs. • So we asked an open ended question and then tagged each of the responses: “What are one or two key ideas or areas that you believe underpin any success that you have had?
  20. 20. What has driven success in respondent programs? 20
  21. 21. What has driven success in respondent programs? 21 • The 3 most common responses to this question were: – Management engagement and commitment – Staff engagement and commitment – Quality system methods “What are one or two key ideas or areas that you believe underpin any success that you have had?
  22. 22. If you could do anything what would you do? 22 • Near the end of the survey we asked the following question: “If cost were not an object, what are the two (or more) areas of your customer feedback program you would like to change?”
  23. 23. If you could do anything what would you do? 23
  24. 24. What has driven success in respondent programs? 24 • The 3 most common responses to this question were: – Collect more data, metrics – Perform more data analysis – Greater Engagement and communication with company “If cost were not an object, what are the two (or more) areas of your customer feedback program you would like to change?”
  25. 25. About Genroe • Headquartered in Sydney, Australia, Genroe has been a driving force in helping companies better understand and generate higher value from their existing customers since 2002. Banks, insurance companies, IT companies and others used Genroe’s wide customer management services and tools to maximize customer profitability and revenue potential. Our core deliverables are in the area of customer feedback management and customer experience management. • Our Customer Experience Management Services – Customer Experience Management implementation – Customer Retention consulting – Product and service bundling – Customer Loyalty Program Health check – Creating a customer centric culture • Our Customer Feedback Management services – Customer feedback Services – Net Promoter Score Practice – B2B Customer Feedback – Lost sale feedback and action plan • Customer Testimonials To hear first-hand what our customers value most in our services you can review our extensive list of customer testimonials. 25
  26. 26. Contact Genroe • We run projects across Australia, New Zealand and South East Asia. Below are our contact details. Please feel free to contact us at any time. Phone: 02 9191 4700 +61 2 9191 4700 Email: info@genroe.com.au 26

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