How to benefit from consumer feedback
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Feedback from customers, even complaints, provides valuable insights that companies can use to improve their service efforts and build loyalty. Companies should make it easy for customers to share feedback through various channels and respond immediately by taking specific actions. For example, Motrin learned to listen closely to customer comments on social media and swiftly removed an ad after customers objected. Firms can also use complaint data to train employees on how to resolve common problems and keep customers satisfied.
How to benefit from consumer feedback
- 1. Turn Service Headaches Into Success: How to Benefit From FeedbackMyra golden
- 2. Fact: most people hate dealing with complaints & negative feedback
- 3. A complaint is a gift!
- 4. Using the customer’s perspective to improve your service efforts
- 5. 5 ways the customer’s perspective can help your service effortsBuild loyaltyIncrease salesGenerate positive word-of-mouthDecrease acquisition costsReduce problem occurrence
- 6. Listen up!Your customers are giving you valuable feedback on what it takes to earn their trust and loyalty
- 7. Effective use of feedback…Empowers companies to take fast, clear, and specific actions to run the business better, gain competitive advantages and drive growth.--Astute Solutions, Inc
- 8. Using feedback to correct problems & keep customers from jumping shipActing on customer input is critical in differentiating your serviceFeedback must be effectively captured and leveraged You must respond immediately to feedbackFeedback gives you actionable insights NeedsPreferencesSentimentsTells you what you’re doing well, too
- 9. Easy and convenient ways for customers to share feedback
- 10. Do’s & don’ts when asking for feedbackDo….Make it quickMake it easyMake it worthwhileMake it confidentialMake it “social”
- 11. Do’s & don’ts when asking for feedbackDon’t….Attempt to get feedback without permissionRely on one feedback channelIgnore social mediaSet a goal to reduce complaintsHide toll-free numbers
- 12. Zappos’ 1-800 #Encourages customers to call about anythingTake over 5,000 calls/dayViews 800# as a branding device and opportunity to build customer loyalty
- 13. Easy & convenient ways to share feedback1-800 NumbersComment cardsSurveysOnline pollsIncentivizeFocus groupsSocial media
- 14. Keys to identify customers who will provide the most useful information
- 15. Customers who give useful feedbackComplainantsMost loyal customersImmediately after service/useRaving fans
- 16. Keys to capture customer concerns through social media outlets
- 17. Tapping social mediaGo where your customers areListen and engageSearch for online conversations
- 18. Finding social media feedbackGoogle AlertGoogle Blog SearchTechnorati.comIceRocket.comYouTubeSearch.Twitter.com
- 19. Using customer comments to improve & protect your company’s image
- 20. Motrin’s issueAd posted on motrin.com on a Saturday morningBy Saturday evening Motrin was most tweeted subject on TwitterBloggers called for boycottsAd was removed by Monday evening
- 21. Email from motrin…I am the Vice President of Marketing for McNeil Consumer Healthcare. I have responsibility for the Motrin Brand, and am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters.We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution. -KathyKathy WidmerVP of Marketing – Pain, Pediatrics, GI, SpecialtyMcNeil Consumer Healthcare
- 22. Lesson learned from motrin:Listen to the voice-of-the-customer and take swift action
- 23. Strategies to build priceless training through customer complaints & feedback
- 24. Using complaint data for employee trainingIdentify the top 50 complaintsPredetermine resolutions for each complaintEmpower and train employees to be able to immediately resolve top 50 problems
- 25. Armstrong floors uses toll-free # for trainingPrints a toll-free # on no-wax floorsCustomers must call # to learn how to remove phone numberReps tell customers how to care for floors so wax buildup is avoided
- 26. Tools to analyze feedback and make sense of what customers want
- 27. Robust contact management softwareStreamlined, intelligent data captureComprehensive, cross-channel agent portalEasily create powerful and actionable reportsIncludes alerts & notifications
- 28. Q & AEmail me at myra@myragolden.com for: Additional questions not answered todayFor a copy of today’s presentationBlog: www.CustomerServiceTraining.bizWeb: www.MyraGolden.comTwitter: www.twitter.com/MyraGolden
- 29. Turn Service Headaches Into Success: How to Benefit From FeedbackThanks for attending!