get customer feedback chapter 8. customer service, 5e paul r. timm 2 © 2011, 2008, 2005, 2001...
TRANSCRIPT
Get Customer Feedback
Chapter 8
Customer Service, 5ePaul R. Timm 2
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Many people dislike negative feedback, however…
Feedback is a valuable form of coachingcoaching
Our toughest critics can become our best friends
Customer Service, 5ePaul R. Timm 3
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
“How likely is it that you would recommend this company to a friend or colleague?”
Customer Service, 5ePaul R. Timm 4
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
4
Detractors Passively Promoters Satisfied
Customer Service, 5ePaul R. Timm 5
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
NPS (Net Promoter Score): An excellent way to gather critical data about overall
customer loyaltyP - D = NPS
Total number of [P]romoters
Subtract the number of [D]etractors
The end number is your NPS
Customer Service, 5ePaul R. Timm 6
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Companies have varying levels of commitment to feedback
Reluctant-compliant
Active listener
Metric-conscious
Customer Service, 5ePaul R. Timm 7
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Increasing the number of complaints heard may be an effective strategy
Lack of feedback can indicate that something is preventing customers’ speaking out
Rewarding low complaint rates may give incentives for employees to ignore or discourage customer feedback
Customer Service, 5ePaul R. Timm 8
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Feedback cards are an unproductive way to get feedback
Customers only fill out a card when they are very upset or very happy
Cards are not readily available
Cards have too many questions
Cards are too open ended
Customer Service, 5ePaul R. Timm 9
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Feedback cards are an unproductive way to get feedback
Customers may not know what to do with the cards
Customer doesn’t believe that you really want feedback
Card mixes marketing with customer service questions
Customer Service, 5ePaul R. Timm 10
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
How we react to customer complaints determines whether we get additional “coaching”
The initial reaction is critical
Don’t justify or explain
Simply accept the criticism
You want to solve the problem
Customer Service, 5ePaul R. Timm 11
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Four ways to proactively seek out customer feedback
Focus groups
Explorer groups
Surveys
Mystery shoppers
Customer Service, 5ePaul R. Timm 12
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Focus groups gather unstructured information and opinions
Get a representative sample of customers
Use not fewer than five, not more than a dozen people
Reward participants for their time
Limit the time for the group
Record the entire session for analysis later
Customer Service, 5ePaul R. Timm 13
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Explorer groups go to other businesses
They do not need to go only to competitors;
They are forms of observational research
Before you go, decide what you are looking for
Customer Service, 5ePaul R. Timm 14
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Customer surveys work best with a random (or stratified random) sample
Random sample: any customer has an equal chance of being selected for the survey
Stratified random sample: anyone in a pre-selected category has an equal chance
Customer Service, 5ePaul R. Timm 15
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Use surveys when customers have recently completed a transaction
Face-to-face surveys as they walk out of your office or store
Mail or email brief questionnaires
Written surveys that they can mail back later
Telephone customers at home or at work
Customer Service, 5ePaul R. Timm 16
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Mystery shoppers visit or contact companies, posing as customers
Findings are used
In employee training materials
For improving the business
For improving product quality
To compare one location to another
Customer Service, 5ePaul R. Timm 17
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Capturing and using feedback is critical to success. Managers can benefit from maintaining a complaint log to capture ideas from customers and others.