Henley Business School - Centre for Customer Management
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Transcript of Henley Business School - Centre for Customer Management
Survey Fatigue• Low response rates (2-5%)• High drop out rates (20%)• High customer effort (typically take 20 mins)• Low satisfaction• Poor customer experience (can be
detrimental to the overall customer experience)
• Can be ‘gamed’ especially when an incentive is included!
• Only represent a ‘snap-shot’ in time – customers move on!
Most Investment but tech but has lowest satisfactionbut we don’t know why! Only 20% of companies are
capturing feedback via this channel
Capturing feedback fromthe people that didn’t buy
How was the onlineexperience?
Was it easy? (NET EASY)
Your brand in their hands…Understanding the customerexperience across thesupply chain
Capturing the emotive momentsSocial Experience / Engagement
Brand perception (NPS)
Was it a seamless experience?
Is the customer satisfied? (C-SAT)
Always On (Listening Posts)
Capture the pure, untainted opinions of their customers at Moments of Truth® via telephone, email and live chat channels
• C-Sat
• NPS
• Net Easy
• First Time Fix
• Verbatim
• ACTION
• An improvement across all metrics
• Better insight into root cause problems
“I love the new choice ofpillows in your rooms.
But the toilets in the restaurantare disgusting!”
The Sentiment Engine
“I love the new choice ofpillows in your rooms.
But the toilets in the restaurantare disgusting!”
Sentiment
Sentiment
Topic
Topic
Repurchase probability goes from 32% to 89% if an issue is
acknowledged and resolved in
real-time
BAIN & COMPANY
52% of all feedback is positive!Based on over 1 million responses
across clients from a variety of industries
Create a secret sales force of loyal customers
Allows customers to share positive
feedback socially
Improve your online reputation within social networks
Track customer influence with peers to create marketing segments
Amplify Positive Word of Mouth
24% reduction in new-customer drop-out
40% overall customer churn reduction
11% reduction in complaints