the what, how, now model to building a customer feedback program
TRANSCRIPT
What is Voice of the Customer? VoC
FEATURES & BENEFITS ¡ Constant pulse on customers/clients ¡ Identify needs & pain points BEFORE they become deal breakers ¡ Close the loop at the MICRO level ¡ Fix large-scale issues at the MACRO level ¡ Comparative performance
Industry standard term used to describe customer feedback and the programs/tools used to capture, quantify and act on it.
Companies who believe they provide a superior experience
80% Do You Know How Your Customers Really Feel?
Source: Bain & Company
Companies who believe they provide a superior experience
80%
Companies whose customers agree
8%
Do You Know How Your Customers Really Feel?
72% Delivery Gap
Source: Bain & Company
PRIOR STATE ¡ Single-channel program (survey) ¡ Poorly designed measurement (160 items; 5 survey revisions) ¡ No link between transactional and relational data ¡ Incomplete reporting throughout the organization ¡ Limitation on goal-setting and root cause analysis
CASE STUDY
TODAY ¡ Omni channel approach (survey, email, social) ¡ Relational data frames transactional data ¡ All channels funneled into single reporting system ¡ Tailored goals and root cause process
CASE STUDY
OUTCOME // MICRO ¡ PHL airport was showing low early-morning NPS scores ¡ Deep dive uncovered the root cause: Concessions were NOT open! ¡ Station manager offered coffee / juice for these flights –
Scores Increased
CASE STUDY
OUTCOME // MACRO ¡ Combining relational data (brand purchase drivers) with
transactional data (experience satisfaction) helped pinpoint key business exchanges
¡ As reported in the Wall Street Journal, changes in fare structure and seat density are forecasted to increase revenue in excess of $300 million per year
CASE STUDY