When Your Customer is Upset – Business Intelligence Info

Soyou’vegottheresultsofyourcustomersatisfactionsurvey,andsomeofthemarejustdisastrous。

Nowwhat?

Willyou(a)giveupafterendlessdisputesonwhomtoblame,(b)merelyapologizeforthecustomer’spoorexperienceor(c)takeactionstoimprovethesituation?

“Toomanycustomersatisfactionstudiesgatherdustbecausethereisnomechanismforturningthemarketresearchfindingsintotangibleimprovements,”saysPaulHagueofB2BInternational。

Tangibleimprovements!

Howmanygotosuchgreatlengths?

Dealingwithconfidentialsurveysinthecomfortofyouroffice,youaresafefromthepublicshamingofreviewwebsitesanyway,sonoone–apartfromyourdissatisfiedcustomers–willnoticeyourreluctancetostandupandact。

However,byhushingupproblemsyouwillbesurelymissingagoldenchancetobecomebetterforthesakeofyourcurrentandprospectivecustomers。

Howtodealwithnegativefeedback…well,systematically?

Tohelpyoulookintotherootofyourcustomers’poorexperienceandimproveitbothshort-andlong-term,wecameupwiththefollowingworkflowthatcanbecomepartofyoursoftware-aidedcustomerexperiencemanagement(hitthelinktolearnmore)。

Definenegative

Benchmarkthedefinitionsoflow,averageandhighcustomersatisfactionforyourbusiness(watchoutforsatisfactionandreferrallikelihoodscores),addingthescopeofalarmingissuestobeaddressed(orignoredbecausetheyarenotplausibleenough)。

MakeCEOyourallyandenrollotherdepartments

Yourcustomerexperiencestrategyshouldbetop-downtowinmoreadvocatesacrossthecompany。

WithyourCEO’ssupport,engageotherconcerneddepartmentsaswell–theyshouldbereadytosupplyinformationoncustomerinteractionsandjumpintosolverelatedissuesandmakeapositivechange。

Takeactions

Approachindividualcasesimmediatelyplusworkoutlong-termactionsforsystematicimprovements。

Immediateactionsmayconcernonlyonecustomerinparticular(theonewhowasn’thappyinthefirstplace)–aletterofapology,anext-purchasediscount,etc。

butlong-termoneshavetodowithstrategic,in-depthchangesinthewayyourbusinessoperates–adoptingadifferentcommunicationpolicy,openingnewlocations,abandoningcertainbusinessdirections,introducingdifferentqualitymanagementworkflows,firingorhiring,etc。

Reiterateandreward

Afteryoutakeallthestepsforwinningyourcustomers’predispositionback,revivingtheirloyaltyandtweakingyourcompany’sattitudeonalargerscale,gothroughanotherroundofcustomersatisfactionsurveysandcomparetheresultsagainstyourexpectationstoadjustyourstrategy。

Jointhediscussion…

We’dbehappytohearyourthoughtsonthetopic。

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byScienceSoft

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