Less than one in seven companies that collect and use customer feedback are running the process effectively.
Most are missing the key, and only useful, part of the process: taking action to improve their business. Many times though it’s not missing out of choice but because organisations do not know how to drive action in the business with customer feedback data.
A few weeks ago I asked more than 6,000 subscribers to our regular blog updates to tell me where they wanted the most help. I wanted to know where they are having the most issues with the customer feedback and Net Promoter ® process, so I could make sure I provided the right content on this blog.
While customer survey design, analysis, benchmarking and survey processes were all well represented in the responses, one area stood out: how to actually do something with the data.
Companies are collecting and analysing all of this data but when it actually comes to taking action, things often seem to fall apart.
Subscribers wanted to know how to use all that good customer information to really drive change in their companies. I heard things like:
- How can I influence others to prioritise areas for improvement for better customer experience?
- How can I channel that enthusiasm to do something with the numbers?
- How can I manage Detractors caused by departments external to mine?
- How can we link the NPS score to driving change in the business?
That people were having problems in this area was not a surprise to me but the level of frustration was.
The problem is that the mechanics of setting up a customer feedback system are, seemingly, relatively simple:
- Write some questions to ask customers
- Set up a survey tool (SurveyMonkey, Google Forms, etc.)
- Send it to customers.
And because the steps are easy, that’s what people actually do: they focus on the short term things that seem to be about customer feedback.
However, when responses come in they discover they actually need a larger set of skills and processes to turn the signals customers are providing into changes in the organisation.
Many of these processes are relatively straight forward to implement, once you know how. For instance the service recovery process can only really be run a couple of different ways. Once you know the options, selecting the right one and implementing it for your business is quite straight forward.
The real problem is, if you don’t have the play book for designing them, it can be very difficult to know where to start and what you’re missing.
Paying it Forward
When I asked for feedback from my subscribers, I did so to understand what type of content they needed the most and I will go on to provide it over time.
But as so many people responded and provided their input, I wanted to pay that goodwill forward more quickly.
Get on the Phone/Skype with Me for 30 Minutes for FREE
So, over the next few weeks, I’m going to do around 10-15 free Telephone/Skype consultations.
I’ll get on the phone with you for 30 minutes, and you can tell me exactly which problems you are facing in driving action from your customer feedback. Then I’ll give you advice that is specific to your exact situation.
And it’s 100% free. No charge, no strings. Not even an email opt-in.
All you have to do is email me at firstname.lastname@example.org and request a session.
In your email please provide initial details on what you are trying to achieve or the problems you are having. We can then book a time and run the session.
Also, it doesn’t matter which country you are in as we can arrange a time appropriate to both of us.
Just one thing – if too many people end up requesting a session, I’ll probably end up doing the free calls with people who provide the most information in their email to me on the issues they are trying to solve. So if you are keen for the session, please provide a good level of detail in your email.
If you have questions on how to drive action with customer feedback please do take me up on this offer. We’ve helped many organisations in the past and there are some simple approaches that can make a big difference.