CCSM- 206

RESPONDING TO
CUSTOM ER FEEDBA CK
Slid e Ha nd outs
 Responding To
Customer Feedback

Handling Customer Feedback

Module Goals

1
Understand what makes up the Voice of
the Customer and why its important.

Define the “Moments of Truth” you

should consider when asking for
customer feedback.

Learn how to leverage a VOC Framework

to capture, analyze, share and take
action on feedback

2
Understand the basics of Net Promoter
Score and how it can be leveraged to
provide insightful feedback.

• The Voice Of The Customer

TOPICS IN THIS
• Defining “Moments of Truth”
MODULE
• The VOC Framework
• Leveraging NPS

The Voice of the Customer (VoC)

3
Do you care what customers think of
your company?

If you collect customer feedback but

don’t act on the data…

…you are sending the message that

you don’t care.

4
Customers already have a voice.

They talk about your product or

services…

to their colleagues.

5
 to other customers.

to prospects.

and even to your colleagues!

6
 There are plenty of sites where
experiences can be freely shared which
you have little control over.

How well you listen is up to you.

No one becomes an industry leader

without listening to the customer.

7
This is where a ‘Voice of the Customer’
(VoC) strategy can help.

Feedback collected directly from

customers about your product or
service.

Qualitative.

8
 Quantitative.

Feedback represents the collective

sentiment of how your customers
perceive your company.

It’s the market response to your

offering.

9
Your job is to amplify it.

Learn from it.

Encourage action.

10
59% of companies believe that their VoC
strategy will reduce customer churn yet
only 10% of companies have fully
deployed programs.

There are many tangible benefits to

having a robust VoC strategy.

Get an early indication of risk.

11
Capture product or service feedback.

Better understand your customers

industry and company needs.

Articulate and validate value delivery.

12
 But capturing feedback from busy
customers isn’t easy.

Nor is the process of distilling it into

learnings and action.

Defining Moments of Truth

13
Here are some eye opening statistics
about customer satisfaction from a
report published by the White House
Office of Consumer Affairs

The probability of selling to a new

customer is 5%-20%, while selling to an
existing customer is 60%-70%.

78% of consumers have ended a

transaction due to bad service

14
 Only 4% of dissatisfied customers
actually speak up

It takes 12 positive experiences to make

up for a single bad experience.

Negative interactions with a business are

spread to twice as many people as
positive ones.

15
 It costs over 6X more to get new
customers than it does to keep a current
one.

For every customer who complains, 26

others don’t speak up.

16
Each interaction with a customer is an
opportunity to create a promoter. But
which ones matter the most?

These are your “moments of truth”

Points of contact that hold the greatest

potential to delight or disappoint your
customers.

17
 Here are four common “moments of
truth” where promoters can be made
or broken.

The Sales Process

Handoff from Sales to Post-Sales

18
 The onboarding experience

Support in challenging times

What do they all have in common?

19
 They can all make or break your
relationship with a customer.

The VoC Framework

A Voice of the Customer (VoC)

framework provides structure to the
process of learning from customers.

20
It’s comprised of four phases.

Capture.

Analyze.

21
 Share.

Action.

Capture

22
The voice of the customer is best heard
as an ongoing conversation.

Customer feedback is abundant.

Structured.

23
 NPS surveys.

Support ticket surveys.

Customer interviews.

24
 Unstructured.

Survey comments.

Support interactions.

25
 Review sites.

Customer meetings.

Social media.

26
 Community forums.

Complaints.

Structured feedback provides

direction.

27
 Unstructured feedback provides the
color.

Analyze

Prompt analysis is essential.

28
Always keep one eye on the end goal.

The type of customer giving the

feedback matters.

Whether it’s prompted or unprompted

customer feedback matters.

29
Motivations matter.

Volume matters.

Repetition matters.

30
 The stakes matter.

Share

The main goal of a VoC program is to

amplify the voice of your customers.

31
Your job is to distill many voices into a
single voice and make sure everyone
hears that voice.

Share the learnings within your

company.

And also share your learnings back to

customers.

32
When your customers share their voice
with you, they expect you to listen, act
and report back to them.

This creates a positive feedback loop

which drives future feedback.

Action

33
 Change is the most powerful currency to
reward vocal and consultative customers.

A VoC program should not be a passive

feedback station.

It must be an active platform for

transforming the company and re-
orienting it around the customer.

34
Actionable items emerge from real-time,
contextual feedback from engaged
customers.

Paving the way for concrete fixes aimed

at improving the customer experience.

Yielding tangible business results.

35
And proving its worth to the organization
as a critical decision support tool.

Leveraging NPS

NPS is used to measure healthy and

loyalty of the customer base.

36
There are three types of NPS

Customer Relationship

Experience

37
 Competitive Benchmark

Remember, the VOC Framework has

four components.

38
What I love about NPS is its simplicity.

Here are two best practices for

increasing NPS survey participation

39
Ask your customers and let them know
you value their feedback.

Keep the survey as short as possible.

Once you’ve captured the feedback

you’re going to want to analyze it by
segment.

40
Promoters

Passives

Detractors

41
Your actions should be specific for each
respondent segment.

Promoters

Passives

42
 Detractors

Reaching out to those customers and

acknowledging their survey responses
and comments pays huge dividends.

Turn passive customers into advocates.

43
 Turn detractors into passives.

Neutralize customers that could be

detrimental to your business and
reputation.

Just following up will surprise many

customers and lead to higher future
response rates.

44
Wrap Up

Define the “Moments of

Understand Voice of the Truth” you should
Customer and why its consider when asking for
important. customer feedback

Learn how to leverage a

Understand the basics of
VOC Framework to
NPS and how it can be
capture, analyze, share
leveraged to provide
and take action on
insightful feedback.
feedback.

customersuccess.community
successcoaching.co

45
123 N 321 E
New Yor k Cit y,
NY 10007
em ail@w ebsit e.com 809 La u rel St ., Su it e 1162
h t t p:/ w ebsit e.com Sa n Ca rlos, CA 94 070
1-555-555-5555