Presentation to the First Wednesday Group on the importance of listening to customer feedback

1. Jim Katzman
Voice of the Customer Retreat
October 26, 2010

2. 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…

3.  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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4.  Numerous platforms
Customer
 No synthesis of data from all Focus
Surveys
Product
sources Groups Surveys
 Not actionable
Customer feedback at times
Social Executive
Voice of
 Media
the
Escalations
falls into a black hole Customer
 Data not available across all User Quality
verticals
Forums Monitoring
 Customer inputs not part of Agent
Feedback
Call Center
Reports
product development process
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5. 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
Data drives changes to products, services
& processes that impact customers
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7.  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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8. The pictures I got back from your Sometimes I am unable to access
processor were blurry and fuzzy. my data. This makes me very
I am not sure what type of quality upset.
control you have but it isn’t good.
I will be telling my friends. 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 Things were sooooo
my anniversary expensive. While we
memorable – and that is had a great time, I
saying something after constantly was adding
25 years. up how much this all
cost
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13.  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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14. The data
speaks
loudly
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15.  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
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16. Jim Katzman
Expertise in the Customer Experience Life Cycle
jrkatzman66@gmail.com
(703) 795-2896
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