Beyond NPS and annual surveys: Integrating ongoing customer listening within CSM process.  Dr. Guy Yogev, Managing Partner, BDO Customer Management

1. Beyond NPS and Annual surveys
Integrating “voice of customer” with CSM
Mobile
Social
Analytics
Web CSM Meetup
30 June 2016
Dr. Guy Yogev
Managing Partner

2. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Once upon a time...
Advanced cutting edge companies performed an annual
customer satisfaction survey.
Some even sent a generic survey after providing support
services.
With today’s customer success challenges,
this is not enough!

3. Customer Success Operation Needs To Focus On:
 Customer Journeys
 Engaging With A Variety Of Stakeholders (B2B)
 Customer Lifecycle Stages
 Word Of Mouth And Social Media
 Bringing And Highlighting Value
 Measurable Results
VoC Program Assists
Lifting This Heavy Load

4. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Periodical Event-Driven
(ongoing)
ReactiveAd Hoc
ChurnSurvey
VoC Program
Key Elements
SocialMedia
Monitoring

5. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Start By Mapping Your Customer Journeys
The VoC program will be journey based, and will cover the key Journeys
Go Live
Adoption
Support
Training
Onboarding
Project Check UP
Renewal
Annual Meeting

6. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Follow The Feedback Cycle
Ongoing Proactive and Actionable
Events:
Interactions with
Customers
Sampling using
Business Triggers
Collecting
Customer
Feedback
Actionable Alerts
for Recovery And
Debrief
Reporting and
Analysis
Forums and
Task Force
Event Driven Surveys

7. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Example:
Triggers
initiating
feedback request
in an “Adoption”
survey:
 Change in customer usage pattern
 Churn Signal
 Account Manager raise a flag in Salesforce
 Changes in users or stockholder
 Renewal is within 1 months
 Didn’t respond to the last two requests for surveys
 No answer to any survey in the last 9 months

8. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Example
Questionnaire:
Professional
Service
Project

9. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Develop an Event-Driven Questionnaire
Based On What You Plan To Do With It
More Improvement Orientation Than Measurement Accuracy
General attitude about us?
Renewal, Recommendation, Better than industry, Trust
This event’s overall experience?
Meeting you expectation
Delay / avoid asking about a particular individual
Conduct, Availability, Professionally, Willingness to assist
Effort from you side?
Easy / Difficult to handle the issue / journey, Did we take responsibility?
Follow the process?
Requesting for service, Service journey, Planned time, Actual vs. Planed, Clear status
Issue resolution?
You can use this framework:

10. ‫לקוח‬ ‫שם‬–‫מצגת‬ ‫שם‬
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Be Careful Of Misusing The VOC Tool
• Surveying too often
• Asking too many questions
• Do nothing with the feedback
• Health score is not representing the relevant journeys and contacts
• To much indices (open text, recovery and case debriefing are not used)
• NPS is not a good indicator of the customer experience
(maybe it is an indicator of churn)
• …

11. Thank You!
guyY@bdo.co.il