Qualtrics' Principal Consultant, Catriona Sheil, takes you through the journey of closing the loop with your customers. She will describe best practices on strategic to operation closed loop feedback, the difference between B2B and B2C closed loop feedback, and more.
3. Catriona Sheil Bcomm, MBS
Principal Consultant – Customer Experience EMEA, Qualtrics
Catriona Scheil provides expert advice and
consultancy to clients in the EMEA region on the
design, management, and commercial impact of their
Voice of the Customer Programs.
Prior to working with Qualtrics, Catriona was Head of
Strategic Customer Experience at Vodaphone
Ireland. She has over 10 years experience
implementing customer experience programs and has
held multiple senior marketing roles at a variety of
organizations.
8. Strategic to Operational
Macro Level
Senior Leaders
Local Level
Functional/Regional
Individual Customer or Account
Frontline employees, supervisors
9. Business to Consumer (B2C)
Close the Loop Overview
Description How to close Owner(s)
Consistent feedback
from customers that
impacts strategic
positioning or direction
of client broadly
Develop global
initiatives to address
Ex: Global Program
Owner
Consistent feedback that
is isolated to a
particular Function or
Country/Region
Develop Market
initiatives to address
Ex Market SPOC
Individual Customer
Feedback
Contact the individual
customer and resolve
their issue
Ex: Ops manager or
dedicated team
responsible for CTL.
9
Macro
Global
Local
Market
Individual
Customer
10. Close the Loop Overview
Description How to close Owner(s)
Develop Account Plan Key Account Manager
10
Macro
Global
Local
Market
Account Key Contact
Individual
Client Member
Feedback from particular
account or individual
contact
Business to Business
18. What to do? When to do it? How to do it? What Else?
• Thank them for their
feedback
• Let them know you
take it seriously
• Try to understand
more
• Work out a resolution
to their issue or
communicate why
there is none.
• Deliver the Resolution
Promptly.
• Manage the clients
expectations as
resolution is being
worked through.
• Check that client is
satisfied with the
outcome
• Respond Promptly
• Respond in as near to
real-time as possible
• Be Patient
• Remain Calm
• Don’t take the
feedback personally
• Use active listening
skills
• Don’t be defensive or
argue back.
• Actively sympathise
with the client for the
inconvenience caused
to them
• Apologise gracefully
• Offer some goodwill
gesture to help mend
the relationship if
appropriate
Top Tips for Closing the Loop
• Use experienced
personnel to deal
with these situations
• Review trends and
categories of
individual issues so
that you can
implement proactive
changes to prevent
recurrence
• If possible track NPS
impact and
commercial impact of
accounts who have
had the close loop
experience.
Andrea Peyracchia has a long standing experience in digital experience design and marketing from Procter & Gamble and Hewlett-Packard. He is now a partner of McKinsey & Company and leads McKinsey Digital Labs in EMEA driving large scale digital transformations across multiple industries.
Closing the Loop is all about taking action on feedback from customers. The action taken is usually documented and tracked to drive accountability and ensure results are realized.
Presenter: Catriona
Goal:
- Establish credibility
Presenter: Catriona
Goal:
- Establish credibility
Presenter: Catriona
Goal:
- Establish credibility
Healthcare Provider Poor performer - didn’t empathise with the customer when they called in to complain about their cover for a particular health scan.
Coached by the team lead on how it should have been handled.
Utility Company - through the feedback they identified that some individuals on the team had a strong aptitude for handling billing issues so they were able to restructure their team so that all billing queries were handled by a team who had more aptitude in that area.
Automobile glass repair and replacement – The Customers were giving low NPS scores They felt the waiting time was too long and the agents didn’t understand or empathise even though calling their emergency support line were very upset and needed much faster speed of answer .
Large Private Medical Insurance Provider – On review of their corporate customer feedback found that they weren’t optimally set up to handle HR directors who typically are the decision maker for PMI in their organisation. The HR director had a single point of contact during the sales process but for implementation and set up they were introduced to a number of departments in the insurer and the insurer expected them to know who to contact. They introduced a SPOC for life of the contract to handle set-up and everything throughout the life and achieved a significant increase in NPS.
On-line retailer had a fantastic on line experience but customers were not happy with delivery times – so they introduced express delivery option (for a fee) and customer satisfaction increased as well as revenue.
Closing the Loop is all about taking action on feedback from customers. The action taken is usually documented and tracked to drive accountability and ensure results are realized.