MYRA GOLDEN

Turn Service Headaches Into Success: How to Benefit From Feedback

FACT: MOST PEOPLE HATE DEALING WITH COMPLAINTS & NEGATIVE FEEDBACK

A COMPLAINT IS A GIFT!

USING THE CUSTOMER’S PERSPECTIVE TO IMPROVE YOUR SERVICE EFFORTS

5 WAYS THE CUSTOMER’S PERSPECTIVE CAN HELP YOUR SERVICE EFFORTS

1. Build loyalty2. Increase sales3. Generate positive word-of-mouth4. Decrease acquisition costs5. Reduce problem occurrence

LISTEN UP!Your customers are giving you valuable feedback on what it takes to earn their trust and loyalty

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

USING FEEDBACK TO CORRECT PROBLEMS & KEEP CUSTOMERS FROM JUMPING SHIP

Acting on customer input is critical in differentiating your service

Feedback must be effectively captured and leveraged

You must respond immediately to feedback Feedback gives you actionable insights

Needs Preferences Sentiments Tells you what you’re doing well, too

EASY AND CONVENIENT WAYS FOR CUSTOMERS TO SHARE FEEDBACK

DO’S & DON’TS WHEN ASKING FOR FEEDBACK

Do…. Make it quick Make it easy Make it worthwhile Make it confidential Make it “social”

DO’S & DON’TS WHEN ASKING FOR FEEDBACK

Don’t…. Attempt to get feedback

without permission Rely on one feedback channel Ignore social media Set a goal to reduce

complaints Hide toll-free numbers

ZAPPOS’ 1-800 #

Encourages customers to call about anything

Take over 5,000 calls/day Views 800# as a branding device

and opportunity to build customer loyalty

EASY & CONVENIENT WAYS TO SHARE FEEDBACK

1-800 Numbers Comment cards Surveys Online polls Incentivize Focus groups Social media

KEYS TO IDENTIFY CUSTOMERS WHO WILL PROVIDE THE MOST USEFUL INFORMATION

CUSTOMERS WHO GIVE USEFUL FEEDBACK

Complainants Most loyal customers Immediately after service/use Raving fans

KEYS TO CAPTURE CUSTOMER CONCERNS THROUGH SOCIAL MEDIA OUTLETS

TAPPING SOCIAL MEDIA

Go where your customers are Listen and engage Search for online conversations

FINDING SOCIAL MEDIA FEEDBACK

Google Alert Google Blog Search Technorati.com IceRocket.com YouTube Search.Twitter.com

USING CUSTOMER COMMENTS TO IMPROVE & PROTECT YOUR COMPANY’S IMAGE

MOTRIN’S ISSUE

Ad posted on motrin.com on a Saturday morning

By Saturday evening Motrin was most tweeted subject on Twitter

Bloggers called for boycotts Ad was removed by Monday evening

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 Widmer

VP of Marketing – Pain, Pediatrics, GI, SpecialtyMcNeil Consumer Healthcare

LESSON LEARNED FROM MOTRIN:

Listen to the voice-of-the-customer and take swift action

STRATEGIES TO BUILD PRICELESS TRAINING THROUGH CUSTOMER COMPLAINTS & FEEDBACK

USING COMPLAINT DATA FOR EMPLOYEE TRAINING

1. Identify the top 50 complaints2. Predetermine resolutions for each

complaint3. Empower and train employees to be

able to immediately resolve top 50 problems

ARMSTRONG FLOORS USES TOLL-FREE # FOR TRAINING

Prints a toll-free # on no-wax floors

Customers must call # to learn how to remove phone number

Reps tell customers how to care for floors so wax buildup is avoided

TOOLS TO ANALYZE FEEDBACK AND MAKE SENSE OF WHAT CUSTOMERS WANT

ROBUST CONTACT MANAGEMENT SOFTWARE

Streamlined, intelligent data capture Comprehensive, cross-channel

agent portal Easily create powerful and

actionable reports Includes alerts & notifications

Q & A

Email me at myra@myragolden.com for:

Additional questions not answered today For a copy of today’s presentation

Blog: www.CustomerServiceTraining.biz

Web: www.MyraGolden.com Twitter: www.twitter.com/MyraGolden

THANKS FOR ATTENDING!

Turn Service Headaches Into Success: How to Benefit From Feedback