The only reason to collect customer experience feedback is to act upon it. Our Customer Engagement Program turns simple customer surveys into quality conversations that drive operational improvement, strengthen relationships, and increase sales.
According to recent studies, 95 percent of companies collect feedback from their customers, yet only 10 percent actively follow up to do something about it.
When you follow up with customers to learn what it is that they like about your company, or what you can do to fix a problem they have shared, it gives you the permission to say, “Glad you’re happy, what else can we do for you?” or “Who else do you know who could benefit from the type of value you receive from your experience with us?”
One of the greatest benefits of conversing with customers, learning from them, and sharing their feedback is that doing so motivates action and drives revenue.
- Fix a problem: Uncover operational cost savings or rescue potentially lost customers.
- Share successes and challenges: Bring employees into the loop. Helping employees understand customer feedback reinforces the relevance of the work they do and feeds the environment for increasing their motivation and commitment to delivering the company values/brand.
- Ring the cash register: All companies have a register to ring. One way to “ring it more” is by achieving more up-sell and cross-sell opportunities or getting more referrals to new customers. This happens through more conversations with customers.
The follow-up conversation must happen if you want to see the ongoing results of a more engaged workforce, operational process improvements, and the ultimate benefits of increased sales and referrals (resulting from engaged customers).
Having the conversation with customers is critical to learning, building relationships, and growing revenue. This is the most challenging step in designing an effective Customer Engagement Program. The quality of the conversations with customers is what drives revenue and profits.
As part of the Customer Engagement Program design process, we create scripts for employees conducting follow-up calls with customers and develop rules/guidelines so they know how to handle various customer scenarios. For example, a few important questions to address include:
- Which customers should receive a follow-up visit versus a phone call or email?
- Who should conduct the follow-up conversations? Frontline employees? Frontline managers? Account managers? Executives? A specially trained task force?
- When will the follow-up be most effective?
- What happens after the follow-up is complete?
For more information about your company’s Customer Engagement Program or follow-up process, contact your program administrator.