Turn Service Headaches Into Success: How to Benefit From Feedback<br />Myra golden<br />
Fact: most people hate dealing with complaints & negative feedback<br />
A complaint is a gift!<br />
Using the customer’s perspective to improve your service efforts<br />
5 ways the customer’s perspective can help your service efforts<br />Build loyalty<br />Increase sales<br />Generate posit...
Listen up!<br />Your customers are giving you valuable feedback on what it takes to earn their trust and loyalty<br />
Effective use of feedback…<br />Empowers companies to take fast, clear, and specific actions to run the business better, g...
Using feedback to correct problems & keep customers from jumping ship<br />Acting on customer input is critical in differe...
Easy and convenient ways for customers to share feedback<br />
Do’s & don’ts when asking for feedback<br />Do….<br />Make it quick<br />Make it easy<br />Make it worthwhile<br />Make it...
Do’s & don’ts when asking for feedback<br />Don’t….<br />Attempt to get feedback without permission<br />Rely on one feedb...
Zappos’ 1-800 #<br />Encourages customers to call about anything<br />Take over 5,000 calls/day<br />Views 800# as a brand...
Easy & convenient ways to share feedback<br />1-800 Numbers<br />Comment cards<br />Surveys<br />Online polls<br />Incenti...
Keys to identify customers who will provide the most useful information<br />
Customers who give useful feedback<br />Complainants<br />Most loyal customers<br />Immediately after service/use<br />Rav...
Keys to capture customer concerns through social media outlets<br />
Tapping social media<br />Go where your customers are<br />Listen and engage<br />Search for online conversations<br />
Finding social media feedback<br />Google Alert<br />Google Blog Search<br />Technorati.com<br />IceRocket.com<br />YouTub...
Using customer comments to improve & protect your company’s image<br />
Motrin’s issue<br />Ad posted on motrin.com on a Saturday morning<br />By Saturday evening Motrin was most tweeted subject...
Email from motrin…<br />I am the Vice President of Marketing for McNeil Consumer Healthcare. I have responsibility for the...
Lesson learned from motrin:<br />Listen to the voice-of-the-customer and take swift action<br />
Strategies to build priceless training through customer complaints & feedback<br />
Using complaint data for employee training<br />Identify the top 50 complaints<br />Predetermine resolutions for each comp...
Armstrong floors uses toll-free # for training<br />Prints a toll-free # on no-wax floors<br />Customers must call # to le...
Tools to analyze feedback and make sense of what customers want<br />
Robust contact management software<br />Streamlined, intelligent data capture<br />Comprehensive, cross-channel agent port...
Q & A<br />Email me at myra@myragolden.com for: <br />Additional questions not answered today<br />For a copy of today’s p...
Turn Service Headaches Into Success: How to Benefit From Feedback<br />Thanks for attending!<br />
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How to benefit from consumer feedback

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Ways to turn customer complaintws into profits by using feedback more strategically.

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How to benefit from consumer feedback

  1. 1. Turn Service Headaches Into Success: How to Benefit From Feedback<br />Myra golden<br />
  2. 2. Fact: most people hate dealing with complaints & negative feedback<br />
  3. 3. A complaint is a gift!<br />
  4. 4. Using the customer’s perspective to improve your service efforts<br />
  5. 5. 5 ways the customer’s perspective can help your service efforts<br />Build loyalty<br />Increase sales<br />Generate positive word-of-mouth<br />Decrease acquisition costs<br />Reduce problem occurrence<br />
  6. 6. Listen up!<br />Your customers are giving you valuable feedback on what it takes to earn their trust and loyalty<br />
  7. 7. Effective use of feedback…<br />Empowers companies to take fast, clear, and specific actions to run the business better, gain competitive advantages and drive growth.<br />--Astute Solutions, Inc<br />
  8. 8. Using feedback to correct problems & keep customers from jumping ship<br />Acting on customer input is critical in differentiating your service<br />Feedback must be effectively captured and leveraged <br />You must respond immediately to feedback<br />Feedback gives you actionable insights <br />Needs<br />Preferences<br />Sentiments<br />Tells you what you’re doing well, too<br />
  9. 9. Easy and convenient ways for customers to share feedback<br />
  10. 10. Do’s & don’ts when asking for feedback<br />Do….<br />Make it quick<br />Make it easy<br />Make it worthwhile<br />Make it confidential<br />Make it “social”<br />
  11. 11. Do’s & don’ts when asking for feedback<br />Don’t….<br />Attempt to get feedback without permission<br />Rely on one feedback channel<br />Ignore social media<br />Set a goal to reduce complaints<br />Hide toll-free numbers<br />
  12. 12. Zappos’ 1-800 #<br />Encourages customers to call about anything<br />Take over 5,000 calls/day<br />Views 800# as a branding device and opportunity to build customer loyalty <br />
  13. 13. Easy & convenient ways to share feedback<br />1-800 Numbers<br />Comment cards<br />Surveys<br />Online polls<br />Incentivize<br />Focus groups<br />Social media <br />
  14. 14. Keys to identify customers who will provide the most useful information<br />
  15. 15. Customers who give useful feedback<br />Complainants<br />Most loyal customers<br />Immediately after service/use<br />Raving fans<br />
  16. 16. Keys to capture customer concerns through social media outlets<br />
  17. 17. Tapping social media<br />Go where your customers are<br />Listen and engage<br />Search for online conversations<br />
  18. 18. Finding social media feedback<br />Google Alert<br />Google Blog Search<br />Technorati.com<br />IceRocket.com<br />YouTube<br />Search.Twitter.com <br />
  19. 19. Using customer comments to improve & protect your company’s image<br />
  20. 20. Motrin’s issue<br />Ad posted on motrin.com on a Saturday morning<br />By Saturday evening Motrin was most tweeted subject on Twitter<br />Bloggers called for boycotts<br />Ad was removed by Monday evening<br />
  21. 21. Email from motrin…<br />I am the Vice President of Marketing for McNeil Consumer Healthcare. I have responsibility for the Motrin Brand, and am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters.<br />We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. <br />Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution. <br />-Kathy<br />Kathy WidmerVP of Marketing – Pain, Pediatrics, GI, SpecialtyMcNeil Consumer Healthcare<br />
  22. 22. Lesson learned from motrin:<br />Listen to the voice-of-the-customer and take swift action<br />
  23. 23. Strategies to build priceless training through customer complaints & feedback<br />
  24. 24. Using complaint data for employee training<br />Identify the top 50 complaints<br />Predetermine resolutions for each complaint<br />Empower and train employees to be able to immediately resolve top 50 problems <br />
  25. 25. Armstrong floors uses toll-free # for training<br />Prints a toll-free # on no-wax floors<br />Customers must call # to learn how to remove phone number<br />Reps tell customers how to care for floors so wax buildup is avoided<br />
  26. 26. Tools to analyze feedback and make sense of what customers want<br />
  27. 27. Robust contact management software<br />Streamlined, intelligent data capture<br />Comprehensive, cross-channel agent portal<br />Easily create powerful and actionable reports<br />Includes alerts & notifications<br />
  28. 28. Q & A<br />Email me at myra@myragolden.com for: <br />Additional questions not answered today<br />For a copy of today’s presentation<br />Blog: www.CustomerServiceTraining.biz<br />Web: www.MyraGolden.com<br />Twitter: www.twitter.com/MyraGolden<br />
  29. 29. Turn Service Headaches Into Success: How to Benefit From Feedback<br />Thanks for attending!<br />

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