Keeping your customer feedback strategy on track

Head of Consultancy
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Over the last few years we’ve seen numerous research suggesting that brand loyalty is at an all time low, indeed Brand Quarterly reported that most people wouldn’t care if 73% of brands disappeared tomorrow!

Given this bleak projection, it’s clearly essential to make sure you’re one of the businesses that operates among the remaining 27% of organisations that customers value. However, to achieve this you’ve clearly got to differentiate from your competitors based on the service and products you offer. But how do you set about collecting feedback to make sure you’re delivering on all fronts?

There are many approaches out there that allow you to gather multichannel feedback across all your channels, so it’s no longer a question of can we do it – instead we need to concentrate on selecting the right approach.

It’s always been difficult to get feedback right. For example, I get really annoyed when airlines survey me when I’ve just checked-in, but I met someone recently who thought it was a great approach. Clearly it’s essential to gain an understanding of individual customer preferences – and personalise their journey accordingly.

Central to this is an organisation’s ability to collect and act on feedback - connecting with customers over a sustained period of time, and developing customer experiences by enriching interactions. In order to drive up feedback acceptance rates among customers, it’s important to optimise your Voice of the Customer approach. Here’s seven tips to help keep your customer feedback strategies on track:

1. Have a team in place to analyse acceptance rates and drive up the percentage of customers completing your surveys. Without meaningful insight, it’s much harder to implement change.

2. Ensure your survey interactions are based on specific customer personalisation preferences. Allow customers to set their own preferences on your MyCompany self-service pages, and then make it impossible to survey customers via the wrong medium.

3. Set a policy for engaging with detractors and super-detractors. Decide whether you should be putting a call in, even if you know it’s likely to be negative.

4. Make sure your Voice of the Customer feedback initiatives are plugged directly into your continuous improvement activities. There’s no excuse for organisations that don’t act on their feedback.

5. Apply the same thinking for your employee surveys. You may have an issue with Average Handling Times, for example. It would be smart to ask your agents why they think this is happening – and make sure to act on their feedback.

6. Think about building some intelligence to your feedback approach. For voice surveys you can link your IVR to the survey application and provide customers with a more personalised approach. This would make a change from the kind of generic ‘opt in if you would be happy to do a survey’ strategy.

7. Link your feedback surveys to the reality of the customer journey. For example, if a customer has been put on hold four times then it makes sense to link them to a context-specific survey that takes account of the fact that they have probably had a poor experience

Don’t forget to thank your customers for taking part. If you act on their feedback, make sure you let them know and perhaps recognise their contribution in some way. It’s great from a marketing perspective, demonstrating that you really do listen to customers and act on their feedback.


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