Customer feedback and engagement even George Jetson would love! Between mobile, online and offline tools, there's something for everyone in this comprehensive presentation. The perfect complement to customer service training and initiatives.

1. THEY’RE SAYING
WHAT ABOUT WHO?
Because What You Don’t Know Can Hurt You!
Customer Engagement in the Digital Age
Presented by Jodi Rudick, ADvisors Marketing Group
Complete handouts and additional workshop resources can be
accessed at Jodi’s blog: littleredsbigideas.typepad.com

2. WHY DO WE
NEED
CUSTOMER
FEEDBACK?

3. WHY DO WE NEED CUSTOMER FEEDBACK?

4. CUSTOMER COMPLAINTS – IS IT PERSONAL?
DISCUSS WITH A PARTNER
When was the last time a
customer complained to you?
How do you REALLY feel when
a customer complains?
What did you do about it?

6. DEVELOPING A CUSTOMER FEEDBACK SYSTEM







Cultural Shift
 Commit to Customer Feedback
 Highly Valued
Determine information/opinions needed
Keep your team informed and part of the
process.
Allow team members to organize feedback
 Who’s responsible for what?
 Expectations
Pre-determine how results will be used
Don’t use methods customers hate to use
 Mail
 Face-to-face
 Phone
 Email
 Mobile
 Web-based
 Social media
 Town Hall Meetings
Publicize your goals, objectives and intentions
How does your
agency listen?
How do you gather
and monitor
customer feedback?

7. WHAT DO
YOU
WANT/NEED
TO KNOW?

8. WHAT DO YOU NEED TO KNOW?
COMMON PARK AND
RECREATION SURVEYS

Who

Demographics














Age
Gender
Education
Military Service
Family Make-up
Generational
Is making buying
decisions?
When?
Where?
Why?
How?
Feedback













Events
Customer Service
Marketing Communications
Conference
Classes
Programs
Policies
Sponsorship Effectiveness
Economic Impact
Employee Engagement
Volunteer Organization
Environmental Issues
Customer Satisfaction
Website Feedback
Mobile or Cell Phone and App
Use

9. FREE SURVEY TOOLS WITH INEXPENSIVE
UPGRADE OPTIONS
Survey Tools and Terms
Online Survey Options

Define Survey Questions


Online Interface


Distribution

Links

Randomization

Flexible survey look and feel.

Skip logic.

Piping.

Randomization.


Website integration.


Survey Monkey
Zoomerang
SurveyGizmo
PollDaddy
Integrated Options
Data analysis.






Constant Contact - Options to
integrate newsletters, emails,
events, surveys
FormSite - Website integration
Moodle (www.moodle.org)
Allows tests and surveys
Polls Everywhere
Opiniator
Textizen
Overview of the options www.idealware.org/articles/fgt_online_surveys.php

10. SURVEY
MONKEY

11. “EXPERT SURVEY TEMPLATE” CATEGORIES













Most Popular (14)
Community (2)
Customer
Feedback (10)
Demographics (9)
Education (20)
Events (7)
Healthcare (14)
Human Resources (18)
Industry Specific (58)
Just for Fun (9)
Market Research (12)
Non-profit (5)
Political (11)

12. TEMPLATE
CUSTOMER
SATISFACTION
SURVEY

13. SURVEY TIPS

Surveys work well to get large scale feedback

Survey Style and Function






Keep it short & sweet:
Ask only the questions that you’ll use:
Remember the open-ended questions:
One question at a time
Use online survey sites (Survey Monkey) to develop valid
and unbiased questions.
Communicating via Surveys

Stay neutral:


Make rating scales consistent:



Be precise and stay topical
Avoid leading and loaded questions:
Sometimes you need a yes/no:
Increasing Response Rates


Give an incentive
Timing (Anytime people are waiting is a great time
for them to complete a survey.)

14. START WITH A TEMPLATE
AND CUSTOMIZE

15. FREE TOOLS
AND
TEMPLATES
NO
REINVENTING
THE WHEEL

16. SAMPLE SURVEYS
Volunteer Feedback
Community Events

17. ANALYZE RESULTS WITH VISUALS

18. PAY PER RESPONSE OPTION

Researchers aim
for 300 – 400
valid responses

19. IMBED FORMS INTO YOUR WEBSITE

20. PHONE
SURVEY
OPTIONS

21. 6 QUICK TIPS TO IMPROVE SURVEY RESPONSE RATES
Give advance warning – During event, class
Distribute during down times/while they are waiting.
Included info about how results will be used. Don’t lie
Be quick. Short and sweet.
Offer incentives. Small discount or an entry into a drawing
can help ensure that respondents complete your survey.
Make it fun. Use a friendly tone, show some personality.

22. QUANTITATIVE VS. QUALITATIVE FEEDBACK
WHEN SURVEYS AREN’T ENOUGH



Conversations are Critical
Focus groups/one-on-one interviews allow genuine thoughts
The truth is… people lie on surveys (Cornell University)







Don’t remember (In one survey 40% of respondents false
reported the number of days they spent in a hospital)
Question confusion



People boast about their behavior
Up their status and deflate that of others
May not want others to know something about them
Embarrassed by questions or their answers
Being polite
What is a recreation program?
What is meant by “participating?”
People are “terrible” at predicting “future intentions”

23. DIALOGCENTRAL/ OPINIONLAB

24. POLLS EVERYWHERE

25. OPINIATOR

26. TEXTIZEN

27. VIRTUAL MEETINGS/TOWN HALLS

28. 
DOUBLE TREE
EXAMPLE





Ask people in your social network to share
their opinions on a critical issue through a
survey or poll.
Check out how DoubleTree is improving
its service offerings (and its fan base and
social media engagement while they're at
it) by asking its social community to
complete a short survey.
The company starts by tweeting a link to
the survey with its hashtag,
#LittleThings. It's aPromoted Tweet,
which shows DoubleTree cares enough to
spend money on getting the public's
feedback.
Also notice how many retweets it has
already received as people share the
survey with their friends.
The link takes you to DoubleTree's
Facebook page, where you're asked to Like
the page to complete the survey. And you
know what? I'm just opinionated enough
to do it.
Once the survey is complete, DoubleTree
does two smart things. First, they say
"thank you" -- in really, really big letters.
Second, they show a live tweet stream of
the #LittleThings hashtag and invite you
to join the discussion back on Twitter.

29. THANK, APPRECIATE
AND
LISTEN

30. 14 CUSTOMER FEEDBACK TOOLS TO EXPLORE














SuggestionBox
Kampyle
Get Satisfaction
Feedbackify
UserVoice
UserEcho
OpinionLab
IdeaScale
SparkBin
Gripe
DialogCentral
WebsiteChat.net
AnyMeeting
Facebook

31. FACT OR FICTION?
REVIEWERS ARE
USUALLY
COMPLAINING ABOUT
SOMETHING.

32. FACT OR FICTION?
REVIEWERS ARE
USUALLY
COMPLAINING ABOUT
SOMETHING.

33. THE SURVEY SAYS…
Source: Dimensional Research

34. CUSTOMER REVIEW SITES

Who are
“Reviewers”?



Reviewers are your citizens/patrons/ taxpayers/visitors.
Reviewers are human beings with (sometimes
unpredictable) feelings and sensitivities.
Reviewers are vocal and opinionated
Reviews as a hobby.
Reviewer Demographics

35. HOW TO BOOST POSITIVE REVIEWS
AND ENCOURAGE NEW BUSINESS

Claim your business on review sites so you can
respond to reviews
Publicly
 Privately
 Politely ask each customer to post a reviews (It’s a
numbers game)
 Make it easy by providing review site links in
communication.


Become part of the conversation
Responding to reviews is a great way to learn from
and build goodwill with vocal customers.
 Many review sites (Yelp, Four Square) allow
businesses to respond publicly and privately to user
reviews.


36. CREATING A
SOCIAL MEDIA
MONITORING
SYSTEM
Search Engine
Google (add the word:
reviews to your
search)
Google+ Local
Google Places for Business
Yahoo! Local
Bing Places
Twitter
Facebook
Yelp
(ontario, califonia, yelp,
parks)
Four Square
CitySearch
Trip Advisors
Angie’s List
Better Business Bureau
Kudzu

37. CLAIM
YOUR
BUSINESS
ON YELP

38. ONCE YOU CLAIM YOU CAN JOIN THE CONVERSATION

39. FOURSQUARE –
CLAIM YOUR PLACES AND SPACES

40. CLAIM YOUR BUSINESS ON REVIEW SITES

41. YEXT – CLAIM YOUR BUSINESS EVERYWHERE!

42. FIND A PARTNER AND SHARE
FOLLOW-UP
What does your agency do with its
customer feedback?
What does your agency do when a
customer complains?
What do you or department do
with negative customer feedback?

43. SOCIAL MEDIA
RESPONSE
STRATEGY

44. AVOID THE BIG FOUR CUSTOMER SERVICE BLUNDERS

45. WHAT TO DO WITH NEGATIVE REVIEWS?
Dos and Don’ts


DO NOT

Take reviews personally

Respond emotionally.

Make excuses.

Get defensive.

Attempt to publicly identify a negative reviewer.
 Even if you know who the reviewer is, do not identify the reviewer
by name unless the reviewer voluntarily provided a name in the
review.
 Do not confront a reviewer if you are able to identify them.







DO

Sample Responses
Combat negative reviews with honest, sincere and professional
responses.
To show your commitment to providing good service, acknowledge
mistakes and offer to make amends. When implemented correctly,
dissatisfied customers are likely to turn into brand advocates for you.
When applicable, invite the reviewer to contact the business privately
to resolve the situation. (Don’t forget to provide clear contact
information!)
Keep responses short and concise.
Under promise and over deliver

Sometimes it’s best to do
nothing.
“Thank you for taking the
time to write this
review. Please contact
(Name) at (Email address) or
(Phone Number) to give us the
opportunity to resolve your
issue.”
“We are sorry to read this but
thank you for discussing your
experience so we can take
steps to prevent this from
happening again.”
“Please accept our sincere
apologies for the long wait you
experienced due to
circumstances beyond our
control. We look forward to
taking care of you promptly
next time.”

46. CUSTOMER REVIEW SITES –
WHO ARE “REVIEWERS”?
Reviewers are your
citizens/patrons/taxpayers/visitors.
 Reviewers are human beings with (sometimes
unpredictable) feelings and sensitivities.
 Reviewers are vocal and opinionated
 Reviews as a hobby.


47. ACKNOWLEDGE POSITIVE AND NEGATIVE
REVIEWS
Shows commitment to customer feedback
 Proves someone is reading them
 Customize responses when possible
 Sample responses




“We are delighted with your positive experience and
appreciate you sharing it.”
Thank you for the compliment. Glad to see our
efforts are paying off.”
“We are sorry to read this but thank you for
discussing your experience so we can take steps to
prevent this from happening again.”

48. TOP 10 FREE SOCIAL MEDIA MONITORING
TOOLS
TweetDeck
Scheduling
Manage multiple accounts
Hootsuite
User-friendly dashboard for monitor and listen across channels
Social Mention
Strength, Sentiment, Passion and Reach.
Facebook Insights.
Monitors Facebook activity, demographic breakdown
Google Analytics
Measures and analyzes traffic, where visitors originated, click-throughs
Google Alerts.
“Google Alerts can be extremely effective,” believes Outreach Manger and Link Building Specialist Matthew Zajechowski, Digital Third Coast.
“You can set up alerts so that whenever your business is mentioned you are notified. … Frequency of the alerts is up to you.”
12. Google Alerts
Google Alerts are e-mailed (or you can subscribe to the RSS feed) alerts of Google results.
Step 1: Type in the search term.
Step 2: Pick which kind of search type you want: News, blogs, Web, video, groups, or comprehensive (which includes all of the above search
platforms).
Step 3: Pick how often you want the updates (As it happens, once daily, or once a week)
Step 4: Pick the e-mail length (up to 20 results or up to 50 results).
Step 5: Pick whether to deliver it to your e-mail inbox or as a feed.
Step 6: Hit subscribe.

49. HOOT SUITE

50. FACEBOOK INSIGHTS

51. TWITTER APPS TO EXPLORE
Twazzup
Twitter’s version of Facebook Insights
TweetReach
When tweets travel
Monitter
Real time Twitter monitoring service

52. TWEETREACH

53. TWAZZUP

54. ADDICT-O-MATIC
GOES BEYOND
TWITTER
TRACKS FLICKR,
YOUTUBE, TWITTER,
WORDPRESS, BING
NEWS, DELICIOUS,
GOOGLE, ASK.COM

55. SOCIAL
MENTION

56. OTHER APPS TO EXPLORE
IceRocket
Multiple languages
Reachli
Image and Video Analytics, Pinterest
Technorati
Register and monitor your blog posts and references
Workstreamer
Monitors companies and brands
BoardTracker
Monitors discussion boards
Klout
Measure “social enfluence”

57. ICEROCKET

58. TWEET
DECK

59. 7 TERRIFIC WAYS TO USE SOCIAL MEDIA FOR
INSTANT FEEDBACK
Monitor brand mentions
Host Focus Groups
Online surveys and polls
Collect product feedback
Ask industry experts
Develop personas
Source blog content

60. QR CODES – TREND OR FAD?
Provide the Following Info When
Scanned
Ideas for Using QR Codes

Text


Images


A Web Link

Email Address

Contact Information


A Facebook Link


Coupons

Specials

A Menu


Videos

A Sign-up Form for an Event, Product,
or Service


Newsletter Subscription


Google Maps Location


A vCard

Signage

Or, Any Other Kind of Promotion









Catalogs
Direct Mail Pieces
“For Sale” Signs
Newspaper & Magazine Ads
Postcards
Product Labels
Menus (ex: QR code linking to a video of fitness
instructor demonstrating equipment)
Packages
Clothing Tags
Fliers & Brochures
Business Cards
Bumper Stickers
Storefront Displays
Clothing
Trade Show Booths
Billboards
Promotional Items

61. IT’S FREE AND EASY
Mobile or Computer






Links users from the code to
the destination you choose
You can easily create QR codes
for free online or on your
iPhone,
Newer smartphones come with
a QR code reader installed.
Older phones can download free
software.
The beauty of QR codes is that
they are free and easy to create,
provide instant access to more
information, and tie offline
marketing to online resources.
Only takes seconds
QR Code generators:



http://qrcode.kaywa.com/
http://www.beqrious.com/g
enerator
http://goqr.me/

62. WHEW! WHAT NOW?
Schedule time in your calendar to explore these
apps and resources.
 Commit to developing a Customer Centered
culture
 Bring staff into the conversation



Training – Online and offline training
Allow staff to develop their own goals
Implement ONE offline and ONE online idea and
see where it takes you.
 Be patient with yourself and the process.
 Fill out your contact form to keep in touch with
Jodi and upcoming FREE and low cost training
opportunities.


63. JODI’S SOCIAL MEDIA MONITORING IN 10
MINUTES A DAY
1) Check Twitter for chatter about your company ( 2 minutes ):
Use tools like TweetDeck or Twitter Search to monitor conversations about your company in real-time. To check once
a day, set up an RSS feed for a specific Twitter Search to go straight to your Google Reader.
Do this by clicking the little RSS icon after you complete a search. Now, ongoing search results will be sent to your
reader.
2) Scan Google Alerts ( 1.5 minutes ):
Check your Google Alerts for your company name, products, executives or brand terms.
To set this up, enter your search terms and select to receive updates as they happen or once daily. Now, when people
blog about your products, an alert will be sent to your inbox.
You can read the articles and respond right away!
3) Check Facebook stats ( 1 minute ):
Visit your Agency’s Facebook Insights. This can be found by clicking "more" under the page's main photo. Scan your
fans and page views count. If you are a member of a group, check to see if any new discussions started.
4) Answer Industry-related LinkedIn questions ( 3 minutes ):
Search for questions on LinkedIn that you or members of your company can answer.
You can set up an RSS feed for specific question categories to go to your Google Reader as well.
When you find a relevant question, respond and include a link to your website.
5) Use Google Reader to check Flickr, Delicious, Digg and others ( 2.5 minutes ): Also set up RSS feeds for
searches on your company name and industry terms in other social media sites. Similar to monitoring
LinkedIn and Twitter, your Reader will serve as a great place to centralize your other searches too!
6)Use Social Mention as needed



Special Events
Social Issues
News Threads