12 step guide on how to increase customer loyalty by listening, analyzing, distributing insights, acting and communicating with customers and employees.
4. 12 STEPS (7 ONE-TIME + 5 CONTINUOUS)
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty 1.
Listen
2.
Analyze
3.
Distribute
Insights
4.
Act
5.
Communicate
4#eip
5. PLAN&
PREPARE
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty
5#eip
6. 1. UNDERSTAND LOYALTY
• Know what the marketing has promised – understand what the
customers expect!
• Loyal customers
– Stay longer.
– Buy more and they buy more often.
– Cost less to serve.
– Insulate from price competition.
– Act as brand ambassadors.
– Provide honest, high-quality feedback.
6#eip
7. 2. GET MANAGEMENT COMMITMENT
Metrics – Dashboards – Strategic Themes – Customer Proposition - Company Values
7#eip
8. 3. ENGAGE EMPLOYEES
• Motivation – with HR
• Ideas
• Proxy
8#eip
“I am not
happy with
work-life
balance”
“I have an
idea for a
product
feature…”
“Customer
told me
that…”
9. 4. CREATE A LISTENING SYSTEM
9
Many channels
Opt-in
Intelligent Surveys
Transactional
Short
Drive volume
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CES
CSAT
NPS
10. 5. CREATE AN ANALYSIS FRAMEWORK
Consistent
Accurate
Relevant
Encompassing
h'p://www.etuma.com/blog/feedback-‐analysis-‐requirements
UNDERSTAND THE NATURE
OF FEEDBACK LANGUAGE
î RESOURCES
î DIY <-> TURN-KEY SERVICE
HIGH
QUALITY
ANALYSIS
• Touchpoint
– Industry Categories
• Keywords
• Category Specific Sentences
• Long-tail Categories
– Keywords
– Long-tail Category Specific Sentences
• Own and competitors brands
• Sentiment
– Category specific
– Whole comment
10
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11. 6. ENRICH DATA
• (T)NPS = Score + Comment + Demographics+ Purchase Behavior
• Demographics: Address, Gender,
• Purchase Behavior: What they buy, how much they buy, where they
usually shop
• Demographics + Purchase Behavior + Comment = Segmentation
and Personalization
• But, don’t ever ask demographic or purchase behavior information
in TNPS, because it makes you look incompetent. Enrich the data by
linking customer record into feedback analysis data
11#eip
15. Analyst Tool
Case Management
Feedback Analysis Service
4. ACT
Listening
and
Survey
System
Analysis
Results
Automatic
Issue
Detection
Trends,
Correlation,
Comparison,
Weak Signals
Manual
Case
Creation
Automatic
Task
Creation
Automatic
Case
Creation
Feedback Reporting
Data Analyst
Case Admin
Case
Prioritization,
Resourcing
and
Scheduling
Role-based
Reports
Manual
Issue
Detection
Manual
Case
Creation
15
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16. 5. COMMUNICATE
• Tell customers how their
feedback improved the
service.
• Tell employees about
positive/negative
customer feedback.
• Tell employees how their
ideas affected product
development.
16#eip
17. THANK YOU!
17
Matti Airas, CEO and Co-founder, Etuma Ltd
matti.airas@etuma.com, +358 40 822 2010
https://fi.linkedin.com/in/mattiairas
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