Lifecycle Feedback: Harnessing the Silent Majority

Fizzback boast industry-leading response rates reaching out to our clients’ customer-bases, helping them to drive by Voice of the Customer. Interactions come through what we like to call touchpoints – a moment when a customer interacts, transacts or connects with a brand. That may be buying a coffee, complaining about a phone bill or tweeting love for the iPhone. Fizzback reaches out to customers following touchpoint engagement, interacting in natural language via preferred channels to generate our leading response rates and gather reams of meaningful and operational customer feedback.

But there exists within all customer bases a silent majority; it’s those customers who go on a journey with a brand but avoid common key touchpoints during that journey. Consider:
  1. The disgruntled mobile phone user who doesn’t call up to complain about his first bill.
  2. The broadband customer, a month from contract renewal, quietly content with his current provider and willing to actively recommend and do further business with the brand, given the opportunity.
Enter life-cycle feedback. We work with our clients to establish the key moments in the customer journey – and we can tap into that journey at the opportune time to give a voice to a previously silent majority.
  1. The disgruntled bill payer could be offered a sweetener.
  2. The broadband customer could be converted from a notional promoter to an active promoter with a ‘recommend-a-friend’ programme.
A whole host of these dynamic interventions are entirely possible when we engage at the right time.

And it’s not just the cost-saving and revenue-generating potential of life cycle feedback that helps our clients generate ROI. It’s a better understanding of brand NPS. By collating the touchpoint engagers with the silent majority, it is possible to build up a much more complete picture of exactly what your customers think of you.

And it’s only when you understand your customers that you can begin to maximise your potential in the marketplace.

Andy Robson
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