Those who were watching from their computers were treated to an extremely interactive session, discussing many topics spanning best practices for gathering feedback to gaining support of agents and managers in your VoC program. Yet one of the most interesting topics for me was taking a step back, and looking into the basic principles of gathering feedback, driving actionable response rates and building a solution which suits your customers.
During the session I noted down a couple of key points which I believe are critical to any direct customer feedback program:
- Who to survey: typically a sampling approach will skew results and make it extremely difficult to operationalise feedback within the organisation. By surveying up to 95% of your customer base you empower your customers, gain meaningful volumes of feedback to an individual staff member level and create a positive impression on your customers.
- When to survey: real-time is a current industry buzz word and for good reason, but when it comes to feedback it is not just about getting the results to the right people fast. It is about surveying customers as close as possible to the point of interaction, so that the memory is still fresh and the feedback request is relevant.
- What to ask: surveys need to enable the customer to say what is important to them, not necessarily what is important for the business. Although ultimately KPI's must be tracked, keep surveys short, conversational and open ended from the customer perspective.
- How to survey: typically a multi-channel approach will always win out, our recent infographic, The Value of VoC, noted that organisations that use more than one channel to survey customers have higher advocacy scores by 22%. Simply put: let your customers give feedback in a channel which is best for them.
Tom Lynam
For more info on the NICE Fizzback solution, please visit www.nice.com/fizzback