Generating feedback from quiet customers
Chris Simmons and Stephen Coleman, client managers, ResponseTek
Many organizations turn to CEM to centralize customer feedback into a single reporting system so that it can be efficiently managed. However, some of our clients approach us with concerns about ensuring they have enough volume to extrapolate trends and identify organizational improvement opportunities. Below, we offer three suggestions to generate that valuable feedback.
The first two suggestions flow from a strategy we call “channel-linking.” This is where customer interactions in one channel (e.g. on the phone) direct customers to leave feedback via another (e.g. online). Our clients have seen significant results with these simple cross-promotions.
1. This just in - PVR broadcast announcement
By design, our cable TV client launched their online CEM solution softly, with no accompanying marketing campaign, in order to be sure the internal process and staff were familiar with the system prior to increasing feedback volume. After a short “get your feet wet” period, they recently delivered a text announcement to the message inboxes of their customers' personal video recorder units, announcing and promoting their online CEM solution to subscribers. The announcement had immediate impact on CEM system volumes: In one week, they saw three times the feedback they receive in one month.
2. Here’s my card - On-board business cards for flight attendants
One airline client provides its flight attendants with business cards that display the website address of their ResponseTek feedback solution. When immediate resolution by the in-flight crew is not possible, the crew directs the guest to the company’s preferred channel for feedback and issue management. The card reminds guests to provide the feedback and helps ensure the airline receives the information as soon after the actual experience as possible.
The third suggestion uses channel-linking as part of a broader strategy to generate customer awareness and internal momentum around CEM.
3. What’s in a name? Building a campaign
An insurance client branded a campaign to internally promote their CEM solution. As part of the campaign, they provided regular, company-wide status updates, which helped keep the entire organization focused on their customers. After meeting with customers over the phone or in person, brokers and agents encouraged customers to provide feedback via the online collector.
By using these types of channel-linking strategies you can get maximum value out of your CEM implementation by transforming the customer service organization from a basic front-line service provider into a valuable agent for organizational improvement.
For more information about increasing feedback volume, email us, with ResponseTek:CEM in the subject.
