Managing Customer Feedback

Managing Customer Feedback
Instructor: Brad Cleveland
Released: 8/12/2018	Course Details 54m Beginner & Intermediate
Skills Covered Feedback Management		Course Link
Professional Certifications and Continuing Education Units (CEUs) National Association of State Boards of Accountancy (NASABA) – CPE: 2
Your customers have so much they want to tell you. When you put their insights to good use, everyone wins. That’s why every organization—regardless of size or industry—needs an effective approach to managing customer feedback. This course provides a step-by-step approach to collecting, tracking, and using customer feedback, complete with examples that show what other companies are doing in this important space. Brad Cleveland, an expert in customer experience and customer service, explains how to respond to positive and negative feedback, track trends over time, and put feedback into action. Using examples from some of the world’s leading organizations, Brad shows how to harness customer feedback to improve the experience customers have and to drive improvements to your products, services, and processes. Learning objectives – Identify why tracking and using customer feedback is so important to improving customer service. – Determine the characteristics of effective customer feedback management. – Recognize how to manage customer feedback in real time. – Examine effective methods to empower employees to act when attempting to address a customer’s issue. – Identify the different sources of customer feedback. – Discover effective ways to act on customer feedback. – Explore the best methods of assessing customer feedback. Source: LinkedIN Learning

The Importance of Managing Customer Feedback

What is managing customer feedback?

Managing Customer Feedback
Process by which an organization collects, analyzes, and acts on customer feedback.

Tactical Perspective
Acting on feedback as it happens to solve problems or deliver personalized service.

Strategic Perspective
Collecting and analyzing feedback from many customers and looking for recurring problems and opportunities.

Why managing customer feedback is so important

Word of mouth – many companies rely on referrals to increase their business
The iceberg effect – only hear from a small percent of customers who encounter problems, sometimes only 5%. Often companies see a 20% drop in loyalty when not reporting problems to the organization.
Guiding priorities – customers making the most noise, gets the most attention
Empowering the organization – pinpoint quality problems, assist sales & marketing, early warning systems to reduce risks, and also identify competitive strengths and weaknesses.

Establishing your goals

Customer satisfaction and loyalty
Positive word of mouth
Organization-wide improvements
Efficiency
Employee satisfaction
Financial returns – boost revenue, increase market share

Avoiding pitfalls

Pitfalls

Not having a structured approach
Building an overly complicated approach
Focusing only on problems or negative feedback
Having multiple owners of customer feedback
Having a “survey mentality”
Not acting on customer feedback

Characteristics of an effective approach

Self-Assessment: Managing Customer Feedback

Supportive culture
Feedback from many sources
Employee training
Responsive in real time
Tools and systems
Central repository
Project owner
Action orientation
Strategic approach
Ongoing feedback

Managing Customer Feedback As It Happens

Managing customer feedback in real time

Identify feedback sources.
Train employees.
Install supporting technology.
Forecast and plan the workload.
Adjust and improve.

Empowering individuals to act

Provide training and tools.
Give employees decision-making power.
Establish objectives.

Responding to positive or general feedback

Respond in a timely manner.
Say thank you.
Be specific.
Represent your brand’s voice.

Successfully handling negative feedback

Respond in a timely manner.
Thank the customer.
Apologize.
Resolve the issue.
Document.

The Strategic Approach to Managing Customer Feedback

A strategic framework for managing customer feedback

Sources of customer feedback

Structured feedback

Surveys
Focus groups
Welcome or exit interviews
Operational data

Unstructured Feedback

Customer interactions
Social posts
Employee observations
Ratings sites

Collecting feedback

Capturing Data

Touchpoint – after talking with service or during transaction?
Objective – what was the issue for the touchpoint?
Experience – was the issue resolved and on-time?
Impact – emotional impact of the experience

Analyzing input

Categorized by type using tags allows you to sort the feedback.

Type of Feedback

Price
New feature request
Usability
Bug

Cause and Effect Matrix
Diagram that compares all the inputs influencing an experience and organizes them in priority order.

Customer Journey Map
Visual depiction of key interactions at different touchpoints that a customer experiences with your business, based on feedback received.

Acting on feedback

Safety – should be top priority
Frequency – how often does the issue occur?
Magnitude
Innovation – customers wish list
Timing – some issues impact customers but can wait
Customer Segment – loyal customers
Prevention – resolving problems before they happen
Brand Impact – brand protection is important

Assessing results

Establish an overall metric
1. NPS – would you recommend us to others?
2. Customer Satisfaction (CSAT) – how would you rate your experience?
Create surveys for specific reasons.
1. Customer Effort Score – to what extent do you agree with the following statement?
Identify operational data.
Observe customer behavior.