Action: Don’t Miss the Mark with Your Customer Satisfaction Strategy
Dmexco 2018 is focusing on users’ needs under the motto “Take C.A.R.E”. That’s four letters representing four themes: Curiosity, Action, Responsibility and Experience. We thought this was the opportunity for us to share on these subjects through a series of 4 blog articles.
Your curiosity teaches you a lot. You discover a great deal about your customers’ behavior, at each step of the journey, by paying close attention to their positive and negative feedback. This “customer listening” takes place via multiple channels and on a continuous basis.
So, your customer is communicating with you and you can hear their Voice on the local level—that’s great, but we’re still only halfway there. Now it’s time to take some concrete measures based on this feedback. Let’s continue our Take C.A.R.E. approach with the second key topic: Action. A relevant and continuous analysis of your customers’ satisfaction levels will bring you insights to create value for your business.
Analyze customer satisfaction in real time
What’s the point in collecting a lot of customer feedback if this precious data isn’t transformed into meaningful action? To put action to your customer experience follow-up plan, don’t miss these key metrics.
Listening to the Voice of the Customer is one thing, but answering the customer is another. To optimize the customer experience, we believe that the best contact person is someone local—positioned at “the point of experience”. To this end, there are three KPIs that measure how reactive your local teams, and particularly your Point of Sale managers, are in responding to customer reviews or feedback as well as the quality of their responses. These three indicators represent the Customer Relationship Score:
- Response rate: the percentage of comments the local manager responds to
- Response time: the time it takes for the local manager to respond to the comments/feedback
- Response quality: how the customer scores the manager’s response
Measuring customer satisfaction helps you identify your customers’ needs, check your decision-making accuracy, take corrective actions where needed, and reinforce customer loyalty. To help interpret your customer satisfaction-based business improvement, here are three crucial metrics to regularly update and analyze.
- Customer rating
This indicator is highly emotional in nature and therefore crucial to gauge. It helps bring to light how your customer perceives the quality of your service by giving them the chance to rate their satisfaction on a scale from 1 to 5. Flexible, this metric is used either for general evaluations, (e.g. ”Are you satisfied with our service?”) or specific criteria (e.g. “Were you satisfied with our customer service/wait time?”).
The Net Promoter Score aims to rate the customer’s willingness to recommend the service, brand, or point of sale to friends or family. Responding to the very simple question, “Would you recommend the service/brand/point of sale to someone in your circle ?”, the respondent gives a score from 0 (not likely at all) to 10 (very likely). Respondents are then categorized as detractors (score of 0 to 6), passives (score of 7 or 8) and promoters (score of 9 or 10). The NPS formula is as follows: NPS = % promoters - % detractors.
- Verbatim feedback
Key figures are easy to analyse, but what about verbatim feedback? Are compliments, issues, questions and suggestions measurable? Actually, yes! Word clouds highlight the most recurrent keywords in large text samples, letting you know the hot topics that are frequently quoted by your customers in their verbatim surveys (e.g. “customer service” or “staff”).
Create value from your insights
Generating insights from your metrics helps you to set up relevant action plans. Consider each angle: operational, by following up an individual dissatisfied customer, as well as strategic on a company-wide scale.
Surgical measures: manage your dissatisfied customers
How can you deal with your detractors? Two options are available to you: bury your head in the sand and lose the client, or face the situation and see a customer’s dissatisfaction as an opportunity!
This is a major challenge for companies: 96% of dissatisfied customers don’t express their sentiments directly to the business, though 95% will share with their family or friends.
Implement specific and surgical actions: Call your detractors and execute a meaningful follow-up session to check on their satisfaction after having initially responded to their feedback. By taking action on the individual and local levels, you’ll repair any damage, establish a sense of proximity with your former detractor, and lay the foundation for a great customer relationship!
Mass actions: think wide
Use your insights to deploy relevant strategies, oriented both externally and internally.
Marketing strategy: attract new customers and increase loyalty
Your existing customer insights are precious to you for the sake of seting up a strategy to attract new customers, as well as to transform your detractors into ambassadors. Here are several actions your marketing department can implement to achieve this.
- Send out regular newsletters to inform your customers that their feedback is always being taken into consideration and that they have the power to influence concrete improvements. Include selected examples of verbatim feedback and responses.
- Showcase your brand by displaying your Customer Relationship Score on your website. It’s true : your customer experience is what truly sets you apart from the competition.So, don’t hesitate to promote it!
- Display your Google rating and stars via a rich snippet in addition to on GMB. 88% of consumers pre-search their online purchases before making a purchase*. Local searches steer 50% of mobile users toward visiting stores in the following 24-hour period, and 28% of these searches will lead to an in-store purchase**. These figures summarize the importance of your local and global online reputation!
- Integrate the feedback collected in your CRM to enrich the data and create personalized campaigns.
Manage and Challenge: Motivate your teams
Customer feedback strategy brings happiness not only to your customers, but also to your teams!
Indeed, customer feedback is an incredible resource for improving your team’s morale, efficiency, and skillsets. Leveraging customer feedback to manage your employees will enable you to upgrade a “good team” to an “excellent team”.
A good way to optimize your management strategy is by scheduling weekly positive and negative feedback presentations to the board. On this basis, you can easily set up action plans regarding the different levers for improving customer satisfaction.
Béatrice Noto, a Flunch restaurant manager, shares customer feedback with her team: “They also look at it on their own initiative, by visiting our Flunch location’s web page. A member of the team even printed and displayed all of the verbatim feedback inside the break room! The positive reviews make us happy, both myself and the team. Negative opinions allow us to focus on pain points, and to correct the little bugs on a daily basis.”
Now you know all about how to flush out a customer satisfaction strategy, and think with a customer-centric approach! We will discuss this core topic further in our upcoming post: Dmexco 2018 - Take C.A.R.E. Point #3: Responsability.
Do we share the same strong values concerning customer satisfaction? Let’s meet up this year at Dmexco!