Real-time feedback allows companies to quickly evaluate customer feedback from multiple channels in a structured way. It provides an immediate advantage by allowing companies to act on feedback and improve the customer experience. To implement real-time feedback successfully, companies must establish customer-centric processes, identify all customer touchpoints, and deploy an intelligent system that can integrate with other systems like CRM. The system should allow for feedback collection across channels and devices to match the speed of customers' journeys. Visual dashboards and the right survey methodology are also important to drive actions from insights. Case studies demonstrate how companies have increased revenues and customer loyalty through real-time feedback management.
Why Your Best Salesperson May Be a Customer Support RepCognizant
This document discusses how customer support organizations can be transformed into sales channels by focusing on providing a positive customer experience. It proposes that support teams should prioritize resolving issues on the first call to increase customer satisfaction and retention. The document also describes a customer care transformation framework that uses customer usage data and feedback to identify and fix recurring problems, empowering agents and customers to resolve issues themselves through self-service tools. This framework aims to transform dissatisfied customers into advocates by resolving the root causes of their issues.
The smartQ system consists of a smartphone interface for collecting human intelligence from respondents and an automatic online reporting system. It enables organizations to gather insights from employees and customers in several ways: (1) conducting real-time satisfaction surveys of customers, (2) creating a thinking network to source expertise from employees, and (3) engaging employees in decision-making processes. The system aims to provide managers with fast, easy access to analyzed data through automated reports on their smartphones.
Re-designing the Onboarding Customer Journey of a Retail BankValeria Chiappini
Onboarding shapes customers’ first impression of a bank and has the potential to influence the long-term success of the relationship.
In-depth qualitative research is needed to map an ideal onboarding customer journey, in order to ensure a consistently relevant experience through all touchpoints and moments of truth, by tapping into the customers' needs, expectations and pain points.
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
This document discusses moving from a focus on customer experience to customer engagement. It argues that customer engagement considers the two-way relationship between organizations and customers based on understanding customer needs. The document outlines seven areas to develop an effective customer engagement model: 1) Understanding customer engagement; 2) Defining a customer engagement framework; 3) Placing value on customer engagement; 4) Moving to an omnichannel engagement model; 5) Leveraging data; 6) Governance and accountability; and 7) Continually creating, iterating and reinventing the engagement model. The overall message is that effective customer engagement requires a holistic, data-driven approach and ongoing refinement to meet evolving customer needs.
3 New ways to Improve and Understand your Customers ExperienceVirginia Fernandez
This document discusses new ways for organizations to understand and improve the customer experience. It outlines three key capabilities needed: analyzing customer behavior to understand root causes of issues, visualizing customer journeys across channels, and easily pivoting between different analytics types. The document also discusses challenges like fragmented data, siloed tools and departments. It proposes that a unified analytics solution is needed to provide a holistic view of the customer experience.
Why Your Best Salesperson May Be a Customer Support RepCognizant
This document discusses how customer support organizations can be transformed into sales channels by focusing on providing a positive customer experience. It proposes that support teams should prioritize resolving issues on the first call to increase customer satisfaction and retention. The document also describes a customer care transformation framework that uses customer usage data and feedback to identify and fix recurring problems, empowering agents and customers to resolve issues themselves through self-service tools. This framework aims to transform dissatisfied customers into advocates by resolving the root causes of their issues.
The smartQ system consists of a smartphone interface for collecting human intelligence from respondents and an automatic online reporting system. It enables organizations to gather insights from employees and customers in several ways: (1) conducting real-time satisfaction surveys of customers, (2) creating a thinking network to source expertise from employees, and (3) engaging employees in decision-making processes. The system aims to provide managers with fast, easy access to analyzed data through automated reports on their smartphones.
Re-designing the Onboarding Customer Journey of a Retail BankValeria Chiappini
Onboarding shapes customers’ first impression of a bank and has the potential to influence the long-term success of the relationship.
In-depth qualitative research is needed to map an ideal onboarding customer journey, in order to ensure a consistently relevant experience through all touchpoints and moments of truth, by tapping into the customers' needs, expectations and pain points.
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
This document discusses moving from a focus on customer experience to customer engagement. It argues that customer engagement considers the two-way relationship between organizations and customers based on understanding customer needs. The document outlines seven areas to develop an effective customer engagement model: 1) Understanding customer engagement; 2) Defining a customer engagement framework; 3) Placing value on customer engagement; 4) Moving to an omnichannel engagement model; 5) Leveraging data; 6) Governance and accountability; and 7) Continually creating, iterating and reinventing the engagement model. The overall message is that effective customer engagement requires a holistic, data-driven approach and ongoing refinement to meet evolving customer needs.
3 New ways to Improve and Understand your Customers ExperienceVirginia Fernandez
This document discusses new ways for organizations to understand and improve the customer experience. It outlines three key capabilities needed: analyzing customer behavior to understand root causes of issues, visualizing customer journeys across channels, and easily pivoting between different analytics types. The document also discusses challenges like fragmented data, siloed tools and departments. It proposes that a unified analytics solution is needed to provide a holistic view of the customer experience.
Business leaders must find new ways to maintain customer bases in today's competitive marketplace while reducing costs without compromising quality. An effective approach is to focus on the total customer experience through supply chain and operations management. Customer experience management requires integrating marketing, sales, technology, supply chain, and social media to create a consistent brand and be responsive to customers. Companies must listen to customer feedback through various channels to continuously improve processes and better satisfy customers. Maintaining loyal customers is important for generating repeat business and revenue growth.
The document discusses a 3-stage approach to enterprise operations transformation using design thinking. The three stages are: 1) Examine the business processes to understand problems and opportunities, 2) Explore rapid prototyping of solutions through iterative testing and feedback, and 3) Execute by implementing the transformation insights gained from prior stages to create a robust customer experience. Design thinking is problem-centric and focuses on identifying a wide range of solutions through human-centered design and fast prototyping before selecting the best approach.
Thunderhead argues that businesses should shift their focus from managing the customer journey to understanding the customer-managed journey. A customer's journey consists of interactions they choose across multiple channels and cannot be controlled by a business. However, businesses can gain insight into the actual customer journey by comparing it to journey maps and using data from real interactions to analyze customer behavior and take real-time action. This allows businesses to improve the customer experience at each stage of their personal journey.
How Simplify360 helps in Providing Banking Solutions Simplify360
Banking is one industry which needs to maintain a constant contact with their customers. Social Media in such a case is extremely useful. It provides access to a huge customer base aggregated in a single place.
Simplify360, helps banks listen to what the customers are talking and where, to make sure the company keeps their communication on a constant check. Here's how it is done.
The #Newtonians guide to #Excellent #ServiceFaris Gammoh
A guide for fellow #Newtonians developed by our own Newtonian Ammar Khalifeh, as we developed the brand based on Clarity, Continuity and Community
#Momentum on your side... Looking forward to making this a Global Reality. If interested in learning more or joining the movement, email me at faris@newtoninsurance.com
Pega Next-Best-Action Marketing White PaperVivastream
N-B-A (Next-Best-Action) marketing is an approach that uses real-time customer data and analytics to determine the optimal next action or communication for each individual customer across marketing channels. It aims to improve profitability through more customer-centric interactions. When implemented by O2, an early adopter, N-B-A resulted in a 9% increase in bill value, 75% response rate, and reduced customer retention costs in the first month. N-B-A marketing considers each customer's unique profile and preferences to identify the single best offer or message to provide at any given time, avoiding issues like campaign collisions seen in traditional marketing.
Building a profitable onboarding programDoxim Inc.
1) Effective onboarding programs focus on engaging customers in the first 3 months through digitizing account opening, building loyalty, and targeted offers.
2) Onboarding success is achieved through a 3 phase process: account opening, building loyalty in the first 3 weeks, and value-added communications and offers in the first 3 months.
3) Data-driven customer segmentation and personalized cross-selling based on individual customer needs uncovered during onboarding are key to increasing customer satisfaction, products per household, and lifetime value.
Modern businesses spend significant resources analyzing and optimizing the customer journey to understand how customers interact with their brand. However, customer journeys are complex as customers can interact across channels in unpredictable ways. The document discusses the need to view customer journeys from both a macro and micro level. It also identifies some key gaps brands should consider when evaluating customer journeys, such as visibility, interaction intelligence, sales conversion, and the overall experience. The document argues that technology is important to enable brands to actively shape journeys in real-time by surfacing the next best actions based on customer context and operationalizing real-time decisions through advanced analytics.
How Touchpoint Mapping® can help you increase acquisition, boost retention, and drive brand loyalty by moving more of the right customers closer to your organization.
The document discusses the six stages of the customer lifecycle: Discovery, Evaluate, Buy, Experience, Bond, and Advocate. In the Discovery stage, potential customers begin researching solutions online. The document recommends companies have a presence on social networks and a customer community to engage with potential customers and answer questions. It also discusses how customer communities can help during the Discovery stage by appearing in search results and allowing prospects to access user experiences.
Hospital CRM focuses on understanding customers through continual feedback capture and improved communication and personalization to drive loyalty. Key goals include increasing customer acquisition, retention and evangelism through improved profiling, targeting, and conversion. Hospitals should select a CRM system that best meets current and future needs to increase revenue, efficiency and customer value while decreasing costs and response times through a customer-centric approach.
How to Build and Finance Very Successful Start Ups the coming 10 yearsMike Mastroyiannis
The document discusses new approaches for building and financing startups in the next 10 years. It argues that the traditional product creation process is too slow and rigid for today's faster-changing markets. The key is to adopt an iterative process that involves customers early and often to test assumptions and validate the business model.
The new process focuses on customer development through four phases: 1) customer discovery to define the business model hypotheses, 2) testing the problem by getting customer feedback, 3) testing the product/solution with a minimum viable prototype, and 4) verifying the business model and deciding to change or proceed. The goal is to rapidly iterate based on customer input to achieve product-market fit and a repeatable, scalable
Target-Engage-Support: The definitive guide to online customer interactionGianluca Ferranti
The document discusses strategies for optimizing customer interactions across online channels. It emphasizes targeting the right customers, engaging customers through various digital channels at optimal times, and providing proactive versus reactive support. Proactive support involves anticipating customer needs and volunteering assistance, which can boost conversion rates and customer satisfaction while lowering costs. The key is engaging the right customers at the right time through the right channels and with appropriately trained agents.
The document discusses voice of the customer (VoC) strategies and their importance for customer-centric organizations. It provides guidance on implementing an effective VoC program with the following key steps: 1) understanding all customer touchpoints, 2) optimizing customer journeys, 3) surveying customers at relevant touchpoints, 4) building relevant surveys, 5) designing survey triggers, 6) implementing surveys, 7) analyzing feedback, and 8) optimizing processes based on feedback. It also stresses the importance of including employee and stakeholder feedback in VoC programs for a holistic view of processes.
Novoally Software provides innovations for changing business dynamics. It recommends that companies implement Customer Lifecycle Management (CLM) to unify sales and after-sales business management with a holistic view. CLM integrates initial product sales with customer service to maximize revenue over the product's lifetime. Companies must invest in building customer knowledge foundations and offering value-added services throughout the customer relationship.
While customer experience is a top priority among business leaders, very few are successful in building a financial business case for their customer-focused efforts. As a result, customer experience improvement initiatives may not get the attention they deserve in the boardroom. In the presentation, “Connect the ROI Dots with a Customer Experience Value Strategy”, Don Ryan, senior partner, iKnowtion, a TeleTech Company, and Elizabeth Glagowski, editor-in-chief, Customer Strategist Journal, discuss concrete steps companies can take to tie customer experience to financial impact. Learn how to:
- Make the quantifiable business case for customer experience initiatives
- Translate NPS, customer experience scores, and other measurements into corporate financial terms using advanced analytics
- Understand which metrics lead to financial outcomes, so you know which levers to pull
B2 c portal development the ultimate guide (challenges, features, and advanta...CRMJetty
A B2C portal allows businesses to directly connect with customers through a centralized digital hub. It provides personalized access to information and services for customers, employees and other stakeholders. Developing a B2C portal can help businesses streamline operations, increase customer engagement and self-service, and gain efficiencies through automation of workflows. Key elements to include are one-click login, a robust knowledge base, easy navigation, and the ability for customers to provide feedback.
50 Facts That Will Make Businesses Rethink their Customer ServiceDesk
Take a look at these cold, hard facts that might persuade you to rethink how you run your organization's customer service.
Curious about Desk.com? Download this free kit to get started: http://bit.ly/FreeCustomerServiceKit
This document discusses how connecting devices to the internet through IoT and analyzing the data through connected service experiences (CSX) can enable companies to have more proactive post-purchase relationships with customers. Specifically, it outlines 30 measurable business cases for how IoT and CSX can help companies lower costs, increase revenue, improve customer satisfaction and safety, and gain a competitive advantage by enabling predictive monitoring of products and proactive interventions. The document argues that preventing issues before customers complain is less expensive than reacting to complaints, and near real-time analysis of device data through CSX allows companies to take proactive actions that improve productivity, uptime, and aftermarket sales.
The document discusses the importance of voice of the customer (VoC) strategies for companies over the next 10 years. It states that the most successful companies will be those that align everything they do to customer outcomes. It provides an overview of applying VoC, including understanding customer touchpoints, optimizing customer journeys, surveying customers, analyzing feedback, and using insights to improve processes. It emphasizes the need for VoC programs to include employee and stakeholder feedback as well.
Business leaders must find new ways to maintain customer bases in today's competitive marketplace while reducing costs without compromising quality. An effective approach is to focus on the total customer experience through supply chain and operations management. Customer experience management requires integrating marketing, sales, technology, supply chain, and social media to create a consistent brand and be responsive to customers. Companies must listen to customer feedback through various channels to continuously improve processes and better satisfy customers. Maintaining loyal customers is important for generating repeat business and revenue growth.
The document discusses a 3-stage approach to enterprise operations transformation using design thinking. The three stages are: 1) Examine the business processes to understand problems and opportunities, 2) Explore rapid prototyping of solutions through iterative testing and feedback, and 3) Execute by implementing the transformation insights gained from prior stages to create a robust customer experience. Design thinking is problem-centric and focuses on identifying a wide range of solutions through human-centered design and fast prototyping before selecting the best approach.
Thunderhead argues that businesses should shift their focus from managing the customer journey to understanding the customer-managed journey. A customer's journey consists of interactions they choose across multiple channels and cannot be controlled by a business. However, businesses can gain insight into the actual customer journey by comparing it to journey maps and using data from real interactions to analyze customer behavior and take real-time action. This allows businesses to improve the customer experience at each stage of their personal journey.
How Simplify360 helps in Providing Banking Solutions Simplify360
Banking is one industry which needs to maintain a constant contact with their customers. Social Media in such a case is extremely useful. It provides access to a huge customer base aggregated in a single place.
Simplify360, helps banks listen to what the customers are talking and where, to make sure the company keeps their communication on a constant check. Here's how it is done.
The #Newtonians guide to #Excellent #ServiceFaris Gammoh
A guide for fellow #Newtonians developed by our own Newtonian Ammar Khalifeh, as we developed the brand based on Clarity, Continuity and Community
#Momentum on your side... Looking forward to making this a Global Reality. If interested in learning more or joining the movement, email me at faris@newtoninsurance.com
Pega Next-Best-Action Marketing White PaperVivastream
N-B-A (Next-Best-Action) marketing is an approach that uses real-time customer data and analytics to determine the optimal next action or communication for each individual customer across marketing channels. It aims to improve profitability through more customer-centric interactions. When implemented by O2, an early adopter, N-B-A resulted in a 9% increase in bill value, 75% response rate, and reduced customer retention costs in the first month. N-B-A marketing considers each customer's unique profile and preferences to identify the single best offer or message to provide at any given time, avoiding issues like campaign collisions seen in traditional marketing.
Building a profitable onboarding programDoxim Inc.
1) Effective onboarding programs focus on engaging customers in the first 3 months through digitizing account opening, building loyalty, and targeted offers.
2) Onboarding success is achieved through a 3 phase process: account opening, building loyalty in the first 3 weeks, and value-added communications and offers in the first 3 months.
3) Data-driven customer segmentation and personalized cross-selling based on individual customer needs uncovered during onboarding are key to increasing customer satisfaction, products per household, and lifetime value.
Modern businesses spend significant resources analyzing and optimizing the customer journey to understand how customers interact with their brand. However, customer journeys are complex as customers can interact across channels in unpredictable ways. The document discusses the need to view customer journeys from both a macro and micro level. It also identifies some key gaps brands should consider when evaluating customer journeys, such as visibility, interaction intelligence, sales conversion, and the overall experience. The document argues that technology is important to enable brands to actively shape journeys in real-time by surfacing the next best actions based on customer context and operationalizing real-time decisions through advanced analytics.
How Touchpoint Mapping® can help you increase acquisition, boost retention, and drive brand loyalty by moving more of the right customers closer to your organization.
The document discusses the six stages of the customer lifecycle: Discovery, Evaluate, Buy, Experience, Bond, and Advocate. In the Discovery stage, potential customers begin researching solutions online. The document recommends companies have a presence on social networks and a customer community to engage with potential customers and answer questions. It also discusses how customer communities can help during the Discovery stage by appearing in search results and allowing prospects to access user experiences.
Hospital CRM focuses on understanding customers through continual feedback capture and improved communication and personalization to drive loyalty. Key goals include increasing customer acquisition, retention and evangelism through improved profiling, targeting, and conversion. Hospitals should select a CRM system that best meets current and future needs to increase revenue, efficiency and customer value while decreasing costs and response times through a customer-centric approach.
How to Build and Finance Very Successful Start Ups the coming 10 yearsMike Mastroyiannis
The document discusses new approaches for building and financing startups in the next 10 years. It argues that the traditional product creation process is too slow and rigid for today's faster-changing markets. The key is to adopt an iterative process that involves customers early and often to test assumptions and validate the business model.
The new process focuses on customer development through four phases: 1) customer discovery to define the business model hypotheses, 2) testing the problem by getting customer feedback, 3) testing the product/solution with a minimum viable prototype, and 4) verifying the business model and deciding to change or proceed. The goal is to rapidly iterate based on customer input to achieve product-market fit and a repeatable, scalable
Target-Engage-Support: The definitive guide to online customer interactionGianluca Ferranti
The document discusses strategies for optimizing customer interactions across online channels. It emphasizes targeting the right customers, engaging customers through various digital channels at optimal times, and providing proactive versus reactive support. Proactive support involves anticipating customer needs and volunteering assistance, which can boost conversion rates and customer satisfaction while lowering costs. The key is engaging the right customers at the right time through the right channels and with appropriately trained agents.
The document discusses voice of the customer (VoC) strategies and their importance for customer-centric organizations. It provides guidance on implementing an effective VoC program with the following key steps: 1) understanding all customer touchpoints, 2) optimizing customer journeys, 3) surveying customers at relevant touchpoints, 4) building relevant surveys, 5) designing survey triggers, 6) implementing surveys, 7) analyzing feedback, and 8) optimizing processes based on feedback. It also stresses the importance of including employee and stakeholder feedback in VoC programs for a holistic view of processes.
Novoally Software provides innovations for changing business dynamics. It recommends that companies implement Customer Lifecycle Management (CLM) to unify sales and after-sales business management with a holistic view. CLM integrates initial product sales with customer service to maximize revenue over the product's lifetime. Companies must invest in building customer knowledge foundations and offering value-added services throughout the customer relationship.
While customer experience is a top priority among business leaders, very few are successful in building a financial business case for their customer-focused efforts. As a result, customer experience improvement initiatives may not get the attention they deserve in the boardroom. In the presentation, “Connect the ROI Dots with a Customer Experience Value Strategy”, Don Ryan, senior partner, iKnowtion, a TeleTech Company, and Elizabeth Glagowski, editor-in-chief, Customer Strategist Journal, discuss concrete steps companies can take to tie customer experience to financial impact. Learn how to:
- Make the quantifiable business case for customer experience initiatives
- Translate NPS, customer experience scores, and other measurements into corporate financial terms using advanced analytics
- Understand which metrics lead to financial outcomes, so you know which levers to pull
B2 c portal development the ultimate guide (challenges, features, and advanta...CRMJetty
A B2C portal allows businesses to directly connect with customers through a centralized digital hub. It provides personalized access to information and services for customers, employees and other stakeholders. Developing a B2C portal can help businesses streamline operations, increase customer engagement and self-service, and gain efficiencies through automation of workflows. Key elements to include are one-click login, a robust knowledge base, easy navigation, and the ability for customers to provide feedback.
50 Facts That Will Make Businesses Rethink their Customer ServiceDesk
Take a look at these cold, hard facts that might persuade you to rethink how you run your organization's customer service.
Curious about Desk.com? Download this free kit to get started: http://bit.ly/FreeCustomerServiceKit
This document discusses how connecting devices to the internet through IoT and analyzing the data through connected service experiences (CSX) can enable companies to have more proactive post-purchase relationships with customers. Specifically, it outlines 30 measurable business cases for how IoT and CSX can help companies lower costs, increase revenue, improve customer satisfaction and safety, and gain a competitive advantage by enabling predictive monitoring of products and proactive interventions. The document argues that preventing issues before customers complain is less expensive than reacting to complaints, and near real-time analysis of device data through CSX allows companies to take proactive actions that improve productivity, uptime, and aftermarket sales.
The document discusses the importance of voice of the customer (VoC) strategies for companies over the next 10 years. It states that the most successful companies will be those that align everything they do to customer outcomes. It provides an overview of applying VoC, including understanding customer touchpoints, optimizing customer journeys, surveying customers, analyzing feedback, and using insights to improve processes. It emphasizes the need for VoC programs to include employee and stakeholder feedback as well.
The document discusses implementing a Voice of the Customer (VoC) strategy to better align companies with customer needs and improve business performance. It provides guidance on collecting customer feedback through multiple channels, analyzing insights in real-time, and using the information to optimize processes and drive innovation. A case study is presented of an insurance company that increased member retention and return per member by implementing a VoC software solution to gather multi-channel feedback.
5 Steps to Apply Deloitte’s Customer Service Delivery Model in SaaSQuekelsBaro
Use the 5 steps given in this article to reform your customer service delivery model. Apply Deloitte's five new capabilities to mitigate market disruptions.
Slide share Institute for Quality Assurance London - QualityWorld Customer ...Dr. Ted Marra
Another classic article on Customer Focus - while a number of approaches have evolved over the years, the foundation elements remain unchanged. Again, many organisations 'talk a good game' when it comes customers, customer focus or customer centricity. But as we all know, 'talk is cheap' and 'talk' alone doesn't get the job done. One needs to understand the true requirements for being customer focused. One needs a 'strategic customer relationship management' system as discussed in other of my SlideShare uploads. Hopefully you will find that this article helps to continue to provide a 'directionally correct' viewpoint! Enjoy!
Improve Service Quality Through Enterprise Feedback ManagementSpectos GmbH
How are companies improving their service quality with enterprise feedback management systems? Spectos has compiled a list of tips and hints about how to improve company performance by measuring customer satisfaction.
Greg Gianforte argues that proactive customer service can significantly improve customer satisfaction, cut costs, and provide a competitive advantage over non-proactive competitors. Proactive customer service involves addressing customer issues before customers are aware of them through techniques like proactive messaging to provide information to customers, implementing processes to answer customer questions online, and monitoring service quality. It requires technologies like a knowledge base, email tools, chat, and surveys to track metrics. Making the shift to proactive customer service can enhance business performance even in challenging economic times.
Empowering retention strategiesin the age of the customer
This white paper addresses:
– Why measurement programs need to change
– Six proven steps for a successful measurement program
– Using customer intelligence to predict and drive change
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
1) The document discusses five steps that companies can take to implement a successful customer experience strategy amid rapidly changing technology.
2) The first step is to make enhancing customer experience a strategic objective, with a roadmap to inform projects.
3) The second step is to focus on personalization and interactivity, tailoring services to individual customer preferences and responding quickly to their needs.
Retail banks need to extend their customer service to every important channel, including social media. This paper describes a model through which banks can plan their social care strategy from concept to launch and elevate their customer engagement to new levels.
This document summarizes a framework for understanding future customer expectations called the Future Customer Experience Framework. It discusses looking at customer needs in the short term (today), medium term (1-3 years), and long term (4-10 years). It also emphasizes the importance of an iterative innovation process focused on uncovering customer needs, testing concepts, and validating solutions with customers. The framework is meant to help companies anticipate changing customer expectations and needs to stay competitive over time.
By delving deeply into customer experience, business process design and operating model change, organizations can more effectively move from 'doing' digital to 'being’ digital.
Digitizing the Customer Experience within a Utility Robert Simon
Welcome to Transistor! The first ever strategic planning approach to taking the first steps towards building a digital customer experience within a Utility.
Drawing upon our independent research, workshops and extensive experience in customer experience, we have developed a foundational model for any utility looking to chart the course to stay relevant, be more effective (and competitive) as a digital customer centric organization. So what you’ll find inside this guide is a way to get the planning and preparing process started immediately to determine the roadmap you are going to need to build out, manage, and operationalize a lot of change.
Customer Service: Achieving excellence through a company-wide approachValue Partners
A new perspective devoted to customer satisfaction, a key driver to increase a company’s value. By Alberto Griselli and Charles Monteux of the São Paulo office
The document discusses how companies can transform their service operations into a growth engine by managing services as an integrated whole after the sale of products. It argues that over time, revenues from services may exceed those from product sales alone. It provides examples of companies that have successfully increased profits by improving service management, sharing customer information across departments, rewarding service employees, investing in technician productivity, and integrating materials and service operations.
The document discusses how companies can turn their product servicing operations into a growth engine by managing service as an integrated business to increase revenues and profits over time. It argues that over the product lifecycle, revenues and profits from services may eventually exceed those from product sales alone. The document outlines four stages companies typically go through to transform their business - from solely focusing on products to selling integrated solutions. It also provides recommendations for sharing customer information across departments and rewarding service employees to recognize their revenue-generating contributions.
Similar to Increase revenue using feedback whitepaper (20)
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
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Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Increase revenue using feedback whitepaper
1. Instant feedback =
immediate advantage
Is your company ready for real-time feedback?
Authors: laudine Petit (Head of Marketing CEUR, QuestBack)
C
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Radu Immenroth (Group Product Director, QuestBack)
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.
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e
s
t
b
a
c
k
.
C
O
M
2. 2
Real-time Feedback Solutions
1. Welcome to now:
Increase revenues by up
to 30 % with real-time
feedback
B
ut how can organizations quickly
evaluate “real-time” feedback from
these multiple touchpoints in a
structured way? For which indus-
tries is real-time feedback most valuable?
W
And what must companies do to transform
act on them quickly? New communication
financial value of real-time feedback manage-
channels have produced a real flood of cus-
ment. In one case, that meant an increase in
tomer data, and considerably reduced the dis-
repeat purchases of 44 % for a brand owner,
tance between customers and companies in
and a simultaneous reduction in the number
terms of speed of reaction and content. Many
of customers switching to competitors. One
customers now use the opportunities the In-
QuestBack customer can also provide an
ternet provides to make their voices heard.
impressive illustration of how real-time feed-
And companies have the chance to use this
back management delivers ROI: The number
feedback, often called “real-time feedback” to
of customers generating annual revenue of
improve their customer relationships.
more than €6000 rather than €500 increased by
hat do your customers think
themselves from feedback recipients, to gen-
about your products and ser-
uine managers of real-time feedback? Pro-
vices? What do you know about
jects that, for example, achieve a significant
their opinions and how do you
improvement in customer loyalty, prove the
D
avid Edelman from Harvard Business
Manager brings the revolutionary
nature of these new channels into
sharp focus in his analysis, “The new
»
rules of marketing”.
30 %.
T
his white paper offers companies
the opportunity to systematically
assess their readiness for real-time
feedback in multiple dimensions,
and answers questions such as:
ven if the fundamentals of the
E
Customer Decision Journey don’t
seem that revolutionary, the impact
on marketing is profound. (…) Our
analysis of dozens of marketing
budgets shows that 70-90 % of the
money is spent on ads and retail
campaigns that relate to the
“consider” and “purchase” phases of
the sales process. However, influence
on the user is significantly stronger
in the “rating”, “enjoy, recommend
and loyalty” phases.« *1
A. What fundamental requirements must be
fulfilled?
B. Which processes must be established?
C. What does it mean for personnel and
IT infrastructures?
D. What are the methodological requirements
to be aware of?
Real-world examples from companies like Hilti,
SWISS, and the user experience consultants USECON, illustrate exactly where the
challenges and opportunities for companies
lie. After all, business success is to a large
extent dependent on successful customer
interactions.
3. Real-time Feedback Solutions
3
2. What is real-time?
CHECKLIST
DIFFERENT KINDS OF
REAL-TIME?
A. GENERAL REQUIREMENTS
Depending on company and customer requirements,
Who uses real-time feedback?
real-time feedback varies in terms of capture and
reaction times. It can mean for example, that feedback
The fact that a company receives a lot of feedback from
is captured at the point of usage or immediately
customers does not, on it’s own, automatically mean
afterwards, but that the evaluation comes later, if it’s
there is a need for real-time feedback. The question
not related to an urgent request. However, if the feed-
is rather, to what extent do feedback channels
back indicates that a customer request needs to be
have an effect on the success of the company?
resolved immediately, it’s clear that evaluation and
For example, feedback clearly has an effect if a
reaction needs to happen more quickly.
brand wants to differentiate on customer service, or
when customer loyalty and therefore the number of
Depending on the form, real-time feedback manage-
repeat buyers increases as a result. Here the quantity
ment should take in relation to; feedback capture,
of feedback or ‘Big Data’ factor comes into play. If
evaluation and reaction for a particular company, and
there are a large number of touchpoints i.e. interac-
it’s important that businesses align their methods,
tions between companies and customers, then it’s
processes and technologies accordingly. This is
likely that real-time feedback management will reveal
the only way that the respective requirements can
very valuable information. However, a single piece of
be mapped. The following checklist provides an
feedback can also have an enormous impact when
initial opportunity to assess the real-time feedback
in comes to a major customer. In both cases then, a
management requirements of your business.
systematic and personalized approach to customer
care is very valuable.
This is proven by the experience of SWISS, part of
CASE STUDY
»
the Lufthansa Group:
y implementing an online questionnaire
B
using the QuestBack System, we can
continuously track all our important KPIs –
including the particularly significant
Arrival Experience«,
explains Samuel Rodenhausen, Market Research
Manager at SWISS, about the implementation of
their system. Through the rapid availability of survey
answers, SWISS can react to feedback immediately:
if the customer wants to be contacted, it can happen
quickly, impacting positively on customer loyalty.
4. 4
Real-time Feedback Solutions
Early detection or fire fighting – what
can real-time feedback achieve?
through the early stages of the buying decision
every time, but make repeat purchases on the
basis of their existing trust in the company.*3
What can companies do today with the flood of
data coming in? It’s possible to fundamentally
differentiate between two functions of real-time
Identify the trend, react rapidly
feedback management – alerts and reporting. The
alert function helps address customer problems or
Nevertheless, repeat purchases a consistently
needs as quickly as possible.
excellent buying experience. Used at a management
level, the reporting function can reveal interactions
If, after using the online shop, an existing customer
that may signify wider trends via dashboards (Diag. 2)
completes a questionnaire about usage problems,
Are complaints about delivery times increasing?
the right system can inform the relevant customer
Is there a delay in reaction from support at the
adviser about it immediately via email. A call the
moment? Where are there positive customer
next day shows the customer that he is being taken
experiences that can improve the situation? The
seriously and is valued. If the problem can then be
overview a dashboard provides can also trigger
solved, you have a customer that is happier and
another real-time alert in a second-step, and
more loyal than before the problem occurred.
activate the appropriate response: Are more
personnel required in support? Should customer
Taking a long-term view of customer value,
advisors intervene to apologize and compensate
customer satisfaction and the depth of a customer
customers for delivery delays? In this way,
relationship become central economic factors
real-time
feedback
management
becomes
a
(Diag. 1* ) that can be maintained and enhanced
management instrument for marketing, sales,
through feedback management.
or support as well as every other business area
2
involved in the customer experience.
According to a Harvard Business Review report,
increased customer loyalty has another effect that
can impact revenues: loyal customers don’t go
How much is a customer worth?
Industry
Timeframe
Customer value
Loyal café visitor
1 year
1400 €
Typical supermarket customer
10 years
50,000 €
Regular Pizzeria customer
Lifetime
8000 €
Loyal credit card customer
Lifetime
12000 €
Typical car buyer
Lifetime
150,000 €
Loyal luxury car owner
Lifetime
320,000 €
Diag. 1: According to Bernd Strauss, Wolfgang Seidel, “Complaint management – unhappy customers as a
profitable target group”, 4th edition, 2007, Hanser Publishers, page 27
5. Real-time Feedback Solutions
B. PROCESS REQUIREMENTS
Tool or philosophy – What are the
prerequisites for successful real-time
feedback management?
Are your business processes already
customer-oriented?
For real-time feedback management to have an
impact, it must develop into something more valuable
Real-time feedback can’t be implemented “just
than a “tool”. The prerequisite for this is a clear com-
like that”. It is rather the logical consequence of
mitment from management to integrate feedback
making the entire organization customer focused.
into corporate strategy. This means that feedback
Only when all business units focus on ensuring
in all its dimensions needs to be incorporated: in the
that a customer has a positive experience at every
design of business processes, the implementation
touchpoint, can the corresponding automated and
of IT infrastructure, as well as in the development of
rule-based system processes be aligned to maximize
the organizational structure and personnel planning.
the impact of the customer-oriented strategy.
According to a prediction from Gartner, half the
Many companies have already taken the first step
Fortune 1000 companies will have developed a
in this direction. They are strengthening measures
“Voice of the customer” strategy by 2015, but only
to make the brand experience tangible for
10 % of them will actually have implemented it * .
customers at as many touchpoints as possible,
That leaves room for organizations to gain competi-
and fostering the dialog between customers and
tive advantage.
the company through digital media such as apps
4
and onsite touchpads.
Do you know your touchpoints?
The days when examining the point of sale was
all that was needed to get a picture of interaction
with customers are long gone. Nevertheless, many
companies aren’t aware of all their touchpoints,
from comments on Facebook, to conversations with
sales people, and interactions with middlemen such
as delivery services or sales partners. That’s why,
when starting out with real-time feedback management, all touchpoints must first be identified and the
most relevant selected. Relevance is a question of
definition which, in this case, is described by using
Key Performance Indicators (KPIs).
A simple example from the cosmetics industry
illustrates the innovation potential that is often left
untapped here. A McKinsey study found that more
than 60 % of face cream users only gather information about the product after they have already
bought it – a touchpoint that was completely overlooked until then*5, but which is obviously of central importance to satisfaction during the customer
journey, and therefore provides a good opportunity
to collect real-time feedback.
DIAG 2. Example of trends across different touchpoints at a
supermarket chain in the USECON dashboard.
(Customer Project QuestBack Central Europe)
5
6. Real-time Feedback Solutions
6
When is interaction and intervention
required?
Are the responsibilities defined?
Even with the highest level of automation, there
Information is worthless until it results in action.
must be people available that can make decisions
Effective feedback management must therefore
at any point along the real-time feedback loop. It’s
have a certain level of intelligence in order to
important that there is a a project manager outside
decide when intervention is necessary and when
of IT, that is accountable for the issue and ensures
not. Threshold levels need to be set for the touch-
that, for example, feedback content is delivered
point KPIs that trigger an action. This also helps
to the right place, whether that means marketing,
avoid overreaction. Ideally, real-time feedback
management or the relevant support person.
works like a personal conversation, in that subsequent questions and reactions should emerge
naturally during the course of the discussion.
What role does privacy play?
These must flow into the relevant processes that,
for example, determine escalation levels when a
A
customer needs to be contacted, highlight where
initially asks questions anonymously and must
real-time
feedback
management
system
existing customer history enhances the current
give the customer a choice over whether people
feedback, or ensure that the relevant employee
can be surveyed individually if required. This can
actually has access to this information. To en-
happen via a relevant question during the survey
sure that happens, the supporting processes and
process that allows the customer to agree to be
responsibilities must be clearly defined.
approached. It also means however, that from this
moment on an expectation exists. The customer
wants to be taken seriously, and that means he
expects an appropriate and immediate reaction.
The customer will only give up his privacy if he gets
an appropriate service in return.
7. Real-time Feedback Solutions
C. IT INFRASTRUCTURE AND
SYSTEM REQUIREMENTS
CASE STUDY
Which channels are available?
While touchpoint tracking identifies the relevant
This is how USECON, a user experience
channels, the IT infrastructure must ensure that as
consultancy, with the help of the EFS panel (EFS
many channels as possible feed into a consistent,
= Enterprise Feedback Suite) from QuestBack
comprehensive view of feedback data. But the flow
developed an efficient survey platform that among
of feedback in the other direction is also critical: Can
other things, enables a repeat survey among panel
feedback be collected from everywhere, wherever it
participants. This can be used to survey users at
originates? Real-time feedback also has to account
different times and in different situations, whether
for the fact that respondents are on the move. That’s
that means the early development phases of a
why questionnaires must work as well on mobile
new product, or across the entire product cycle.
devices as they do on desktop computers.
For its part, QuestBack customer SWISS is
using its newly deployed feedback system to allow
customers to provide feedback on every element
How fast is your customer journey?
of the service they receive. This enables teething
problems to be localized immediately when new
The more touchpoints that interaction with your
products are introduced. Time-related consid-
customers involves, the more relevant incidents
erations are therefore always oriented towards a
accumulate. The right system must be able to define
system’s real-world use cases.
the level of detail that measured via feedback
monitoring. For example, QuestBack currently delivers
half-hourly reporting on the relevant KPIs according
Which visualizations are required?
to need. But it’s important to differentiate between
the speed of feedback provision and the reaction
It makes sense that a relevant visualization of
to it. Does someone have to be contacted imme-
target KPIs and drill down dimensions is defined for
diately in order to ensure customer satisfaction?
management reports. That’s how dashboards
This is known as a “transactional survey”. Or is
earn their name and simplify the navigation of a
it sufficient to ask a customer twice a year about
company’s KPI landscape. (See DIAG. 3)
his satisfaction within the context of a regular
“relational survey”.
Other time-critical aspects can also play a role
however. It’s especially important
during the test and development
phases of products, to measure
the user experience and make
improvements in order to avoid
costly development mistakes.
DIAG: 3, Example of a QuestBack dashboard
for an NPS evaluation
7
8. Real-time Feedback Solutions
8
Is integration into existing systems like
SAP possible?
The full potential of real-time feedback can only
is there a danger that a major customer will switch?
be realized in combination with other systems.
Was a regular or very good customer affected by
(DIAG.4.). The combination of customer feedback
a system crash? Who is least affected by delivery
and operational data enables prioritization: Where
bottlenecks?
Data Export
E-Mail Alerts
Engagement / Action
Survey
Dashbord Reporting
Automatic Invitation
Checks
Customer CRM
Participiant Import
Case Data
Segmentation
Questback
Exchange Server
Customer
Contacts
Touchpoints
Customer Workflow
DIAG. 4: QuestBack workflow for implementation of real-time feedback management
Questback Workflow
9. Real-time Feedback Solutions
Is the deployed system
intelligent enough?
There are numerous systems available to evaluate
priorities and escalation levels. The longer the
data. The main differences lie in their scalability
company journey, the more significant these
and controllability. The system you select needs a
properties are. (DIAG. 5).
memory and appropriate rules for exceptions,
DIAG.5 Sample customer journey from SWISS airlines
9
10. Real-time Feedback Solutions
10
D. Methodology
requirements
The combination of all touchpoints is the basis
of the customer experience. Through analysis of
the interaction at each touchpoint, it’s possible to
Which is the right survey concept?
define what influence each has on the customer
experience or, even better, on revenue. QuestBack
During the planning of a real-time feedback
can currently measure and evaluate around
management system, it’s especially important that
50 touchpoints. A study from McKinsey revealed
all parameters are aligned with one another. The
that a differentiated experience at touchpoints
KPIs identified through touchpoint tracking must
is especially important. It showed that to a large
be fed into a survey concept that is actually used.
extent, the influence of different touchpoints is
Otherwise the result is false results and ineffective
dependent on whether a customer is still in the
interaction and control maneuvers.
consideration phase, or already in an evaluation or
buying decision phase. In the consideration phase,
he is mainly influenced by consumer-led marketing
Which are the relevant KPIs?
such as test reviews or recommendations, and
rarely by interaction with sales people. *5
Within the context of so-called touchpoint tracking,
the requirements for an effective real-time feedback management system need to be established.
How do you get reliable results?
Touchpoint tracking takes place along the entire
customer journey, in other words the path that a
When it comes to alerts, it’s about asking the
customer takes with a company, including the first
right questions and helping customers at the right
contact via an Internet ad, through to visiting the
moment (see survey concept). For reporting, tried
website and the purchase of a product, all the way
and trusted market research criteria are more impor-
up to a call to a support hotline, and participation
tant. For segmentation and validation in particular,
in an annual customer survey via a smartphone.
the results must be selective and reliable. That’s
because the conclusions and resulting decisions
made on information extracted from the dashboard
can have a direct effect on revenue. Reliability is
therefore critical at this level of evaluation.
PoS
iPhone
app
Event
iPad
app
Twitter
Brand
Youtube
Android
app
Facebook
Campaign
Website
Hotline
Mailing
DIAG 6: Every touchpoint has a different effect on the
customer experience.
11. Real-time Feedback Solutions
11
3. Customer case study HILTI
– the exception is the rule
T
he following project analysis demonstrates
Prerequisites
an example from HILTI, that demonstrates
what the actual implementation of a
• Customer focus: As a premium provider, customer
real-time feedback management system
service and feedback is particularly important.
looks like, what the requirements were, and how the
As a result, Hilti has been measuring customer
three dimensions of process, IT and methodology
satisfaction since 1994, making the company a
each played a role in the success of the project.
200,000 daily touchpoints –
customer satisfaction has the
highest priority at HILTI
»
pioneer within the construction industry.
he data on overall customer satisfaction
T
and loyalty are a benchmark of success for
us. They also influence the compensation of
many employees, right up to management
level,«
explains Steffen Müller, Head of Corporate Market
research at HILTI AG.
HILTI AG provides leading technology products,
• Goal setting and touchpoint inventory: In
systems and services to the construction industry.
addition to regular telephone surveys on satisfaction
Because two-thirds of its 22,000 strong workforce
and loyalty, Hilti wanted to collect feedback
are in sales and technology roles and have direct
directly after each of the 200,000 daily contacts
contact with customers, there are around 200,000
with the company, such as a meeting with an
touchpoints per day. Customer satisfaction is
account manager, a sales conversation in a Hilti
therefore extremely important for HILTI.
center, an online order, a complaint to the hotline,
or the repair of a drill by an engineer. To measure
customer satisfaction at the “moment of truth”,
i.e. directly after an individual transaction, Hilti
decided in 2010 to extend the telephone survey
with an online survey.
12. Real-time Feedback Solutions
12
The technical implementation
• Technical solution: The online questionnaire
based on the enterprise feedback suite (EFS)
from QuestBack is connected through a direct
interface to Hilti’s SAP system. This makes the
buying history of each customer available for
analysis. The software is web-based, and can be
used within any standard browser. Completion
of the questionnaire is easy from a wide range of
digital devices.
The methodology
• Survey triggers and process: Hilti uses the
online questionnaire in 15 market organizations
DIAG. 7: RTF workflow process at Hilti
with more than 80% share of sales. Each customer
who has had some contact with an account
manager, a Hilti Center, an online order, the
hotline or a repair service is invited to participate via email. The online survey takes just two
minutes to complete, and is focused on the
current customer situation (DIAG.8). This ensures
valid data about a real customer case is produced.
How satisfied are you with the recent visit from your Account Manager
Please give a rating using a scale from 1 to 10 where 1 means »very dissatisfied« and 10 means »very satisfied«
Flexibility for local questions
2 3 4 5 6 7 8 9 Very
1 - Very
10 dissatisfied
satisfied
Overall
Use of your time
Understands what you need
Open item
Quality of advice given
Continue
DIAG. 8: Example of a real-time feedback questionnaire
Don‘t
know
13. Real-time Feedback Solutions
Resulting processes
• Alerts and reporting: If a customer complains
in the online survey, the relevant team contacts
»
him within two working days to solve the problem.
Most customers are impressed with a
call within 2 days of taking part in the
online survey«,
says Steffen Müller. Through the evaluation of the
online survey, Hilti can strengthen relationships
between the customer and the company. The
evolution of customer satisfaction is illustrated
by weekly cockpit charts for every interaction
point.
• Overall benefit of the system: The values
for overall customer satisfaction and loyalty
have increased significantly since the introduction of real-time feedback in comparison with
the company’s closest competitors. In addition, a great deal of insight about process improvements has been generated, and Hilti has
received feedback from more than 18,000
customers, representing a significantly better
response rate of up to 20 %.
DIAG. 9: Real-time feedback influences the fundamental structure and quality control of the organization.
13
14. Real-time Feedback Solutions
14
4. Conclusion and Outlook
R
eal-time feedback management requires
and process perspective. The feedback loop is
a sophisticated and highly integrated
becoming increasingly closed, as every touchpoint
technical solution. However, the technical
can be covered within a survey, improvements are
concept and implementation are just two
made following every survey, interactions following
of the building blocks for the entire concept. Only
those improvements can themselves be evaluated,
when all the requirements in terms of processes,
and so on. This opens the way to the evolution of a
infrastructure, data and methodologies are fulfilled, is
feedback economy that treats customer orientation
it time to consider the technical integration. The effort
as the foundation of the business model. Studies show
of fulfilling these requirements will be rewarded with
that most companies have recognized the need for
a measureable return on investment. Implementing
action in this area. In a survey from DMA and neolane,
a real-time feedback management system lays the
77% of the companies asked named personalization
foundations for a rapid, technology-driven enhance-
in real-time, i.e. the individual and feedback-related
ment of the business, and the opportunities to use
alignment of offers and content, as the most important
feedback management as a strategic tool will only
challenge facing their organizations. *6. The exciting
grow in the future. It can be safely assumed that
question is, to what extent these companies will ad-
within the next few years, new channels and new
dress this challenge, and develop and implement an
global touchpoints will evolve that also need to be
appropriate feedback strategy.
integrated into the feedback system from a technical
15. Real-time Feedback Solutions
15
5. Real-time
feedback management
The essentials at a
glance
All implementation scenarios have one thing in
common: To collect, analyze and react to customer
feedback as quickly as possible. Initial experiences
with real-time feedback show that fast reactions can
A
significantly affect customer loyalty, which in turn
journey usually indicates that the
customer satisfaction and more repeat purchases.
organization has already taken the first step
This required a comprehensive integration with
along this path by orienting the entire structure
existing IT systems like SAP, through which feedback
of the company towards customers.
data is further enhanced and systematically utilized.
In order for real-time feedback to have maximum
Because of the wide-ranging impact of real-time
impact, the company must identify and analyze
feedback, its implementation is a key management
the relevant touchpoints, and the challenges and
task and requires appropriate personnel and organi-
opportunities in interactions with customers. This
zational structures. As soon as these structures are
analysis can be used as the starting point for the col-
in place, future channels can be easily integrated into
lection and evaluation of customer feedback, and
the IT and process landscape and monetized.
company’s willingness to drive a
has a direct impact on revenues. With its 200,000
measureable dialog with customers
touchpoints, Hilti has impressively demonstrated how
along the entire length of the customer
a flood of data can be transformed into increased
defining appropriate reactions to it. These preliminary
tasks determine how a company must organize
its processes, methodologies and IT landscape.
Particularly important here, is whether a customer
uses customer feedback to identify trends, or as
the basis for long-term management decisions.
*1 SOURCE: “Communication. The new rules of marketing“, DAVID C. EDELMANN, HARVARD BUSNIESS MANAGER, 2. AUGUST 2011
*2 SOURCE: BERND STAUSS, WOLFGANG SEIDEL, „Complaint management unhappy customers as profitable target group- “ , 4. Edition
2007, HANSER Publishers, S. 27
*3 SOURCE: “BRANDING IN THE DIGITAL AGE” FROM DAVID C. EDELMANN, QUOTED FROM THE HARVARD BUSINESS REVIEW
*4 SOURCE: “RESEARCH ROUNDUP FOR VOICE OF THE CUSTOMER”, JIM DAVIES, GARTNER RESEARCH, 4. FEBRUARY 2013
*5 SOURCE: “THE CONSUMER DECISION JOURNEY”, MCKINSEY QUARTERLY 2009 NR. 3
*6 SOURCE: “REAL-TIME MARKETING INSIGHTS STUDY“, NEOLANE AND DMA, JULY 2013
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Company Profile
www.questback.com
questback is a global leader in enterprise feedback management, market research solutions,
social crm, customer experience management, and hr management.
the company‘s software solutions enable organizations to gain actionable insights and build
stronger relationships with customers and employees. founded in 2000, questback is headquartered in oslo, norway and privately held with 17 offices worldwide. more than 4,000 global
customers rely on questback – including volvo, ernst young, coca-cola and general mills.