Small Steps can be Giant Leaps: 10 Ways to Enhance a VOC Program
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Transcript of Small Steps can be Giant Leaps: 10 Ways to Enhance a VOC Program
About ExactTarget
• Founded in 2001 in Indianapolis, IN • World’s largest marketing SaaS provider • Mission: To inspire and enable organizations to leverage
digital marketing to drive phenomenal business results.
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About Our VOC Program
• Essential for remaining a market leader • Develop products/services to best serve clients • Increase retention and revenue
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About Our Survey
• “Client Success Survey” powered by Walker Information • Sent on a rolling, quarterly basis to clients with annual
renewals in the next quarter • Survey covers broad range of aspects of experience with
ExactTarget
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10 Simple Ways to Enhance a VOC Program
• Build the Credibility of Your Survey • Empower Employees to Listen and Respond to Clients • Drive Action through Relevant Feedback
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#2. Visible Executive Buy-in
• CEO, Scott Dorsey featured in communications • Executive team reviews client feedback • Company focus on Client Success
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#3. Reinforcing with Clients How You Use Feedback
• My InSight - monthly enewsletter • ExactTarget Blog
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#3. Reinforcing with Clients How You Use Feedback
• 3sixty Online Community - “Delivered!”
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Building the Credibility of your Survey
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1. Your Survey as an Internal & External Brand 2. Visible Executive Buy-in 3. Reinforcing with Clients How You Use Feedback
#5. Company-wide Client Thank-a-thon
• Thank clients for their partnership • Encourage them to take latest Client Success Survey • 30 employee volunteers • Reached out to almost 400 clients • 4-pt direct impact on increasing response rate
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#7. Triggered Emails for Timely Follow-up
• Highlight issues that need to be addressed • Aid in timely follow-up with clients who need it most
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Empower Employees to Listen and Respond to Clients
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4. Support Call Listen-ins 5. Company-wide Client Thank-a-thon 6. Driving Responses with Relationship Managers 7. Triggered Emails for Timely Follow-up
#8. Product Follow-up Survey
• Dig deeper into bottom 4-ranked attributes • Direct impact on product team’s roadmap
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#9. Face-to-Face Internal Client Feedback Meetings
• Share client data with 15+ teams • Mix of figures and client comments • Tailor presentations for highest action-ability
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#10. Create Internal Demand for Customer Data
• Be transparent • Answering questions from in-person meetings • Adding client intelligence into initiatives • Ad-hoc reporting
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#10. Create Internal Demand for Customer Data
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Product Rela;onship Management
Global Support Services Resources and Enablement
Accoun;ng/Finance Sales Consultant
Trends in "One Change" Comments
Drive Action Through Relevant Feedback
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8. Product Follow-up Survey 9. Face-to-Face Internal Client Feedback Meetings 10. Create Internal Demand for Customer Data