listen, act and build loyalty: best practices for outbound survey programs
TRANSCRIPT
3 Confidential and Proprietary
• LISTEN: Outbound surveys are vital for companies seeking to improve customer experience and loyalty
• ACT: Quickly close the loop to prevent churn and win back frustrated customers (demo)
• BUILD LOYALTY: Tips for evolving beyond simply collecting feedback to using key insights for making meaningful business improvements
What You’ll Learn Today
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Which channels are you using today to send customer surveys? (select all that apply)
q Email with link to webq Direct Mail or Writtenq Phone (Live)q Phone (IVR)q Text (SMS or MMS)q Websiteq Otherq Not sending surveys today
Poll Question #1
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Survey Types Throughout the Customer Journey
Measures experience following a specific event
Measures experience periodically over customer lifetime
Measures milestones customers go through during their journeys
Relationship
Transactional
Touch Point
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Net Promoter Score (NPS)• Measures overall customer experience• Pair 0-‐10 numerical rating with open-‐ended feedback to enable actionable analytics
• Improving NPS scores are correlated with revenue growth
Customer Effort Score (CES)• Reflects level of effort for customers to do business with you or get problem solved
• Extremely strong predictor of future customer loyalty
Customer Satisfaction (CSAT)• Reflects overall opinion of a consumer’s satisfaction with a product, service or brand
• Perceived quality, reliability, and/or needs fulfilled
Manage Metrics that Matter
Please explain why you gave this rating:
How likely are you to recommend us to a friend/colleague?
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Capture and use customer channel preferences to increase survey response rates
Use Multiple Channels to Increase Response Rates
• Interactive SMS
• Text-‐to-‐Mobile Web
• Automated Voice/IVR
• Email-‐to-‐Web
• Smartphone App
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Capture and use customer channel preferences to increase survey response rates
Use Multiple Channels To Increase Response Rates
• Interactive SMS
• Text-‐to-‐Mobile Web
• Automated Voice/IVR
• Email-‐to-‐Web
• Smartphone App
GALAXYRouters
Ratings are everything to us.
Your total satisfaction is how we measure oursuccess, so we take your feedback seriously and do everything we can to improve your experience.
Please rate Galaxy Routers with 1 being “Notat all Likely” and 5 being “Very Likely”.
Q1/5: How likely are you to recommend Galaxy Routers to others?
10 Confidential and Proprietary
Capture and use customer channel preferences to increase survey response rates
Use Multiple Channels To Increase Response Rates
• Interactive SMS
• Text-‐to-‐Mobile Web
• Automated Voice/IVR
• Email-‐to-‐Web
• Smartphone App
11 Confidential and Proprietary
Capture and use customer channel preferences to increase survey response rates
Use Multiple Channels To Increase Response Rates
• Interactive SMS
• Text-‐to-‐Mobile Web
• Automated Voice/IVR
• Email-‐to-‐Web
• Smartphone App
12 Confidential and Proprietary
Capture and use customer channel preferences to increase survey response rates
Use Multiple Channels To Increase Response Rates
• Interactive SMS
• Text-‐to-‐Mobile Web
• Automated Voice/IVR
• Email-‐to-‐Web
• Smartphone App
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Feed responses into:• Salesforce / CRM System• Agent Desktop• Marketing Automation Software• Visual Dashboards for Executives
Feedback Should Be Accessible and Actionable
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Consumers should not feel their feedback is going into a black hole.
Arm your employees, the marketing department, and contact center agents with the information they need to “close the loop” in a timely fashion.
Create different post-‐survey strategies for Detractors, Passives, and Promoters.
Follow-‐up could be automated or manual.
Close the Loop
PROMOTERS:• Request opt-‐in • Offer upgraded services• Trial of new offerings• Tell-‐a-‐friend campaigns• VIP club invitations
DETRACTORS:• Agent callback• Email or SMS with offer• Focus on resolving specific
issue to win back and reduce churn
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Surveys: The Enabler for Change
Understanding the voice of the customer is critical to making organizational change.
However, very few companies actually do anything with the information gathered and do not improve the customer experience with the lessons learned.
Source: GCEM -‐ Creating Effective Customer Experience
0%
25%
50%
75%
100%
Collect Feedback
Effectively Communicate
Use Insights Improve Process
Measure Results & Refine
95%
50%
30%
10%5%
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Make the survey feedback actionable across the organizationfrom the C-‐Suite to the frontline
Inform, Analyze and Improve
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The Challenge of ChangeCo
mplexity
Maturity
Capture Feedback
Identify Change Areas
Staff Transforma
tion
Culture Shift
Strategic Insights
Growth
Staff FocusCustomer Focus
This is where most companies stop
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What components are missing or need the most improvement in your customer survey solutions today? (check all that apply)
q FCC/TCPA complianceq Multiple channels for surveys w/customer preferencesq Real-‐time feedback to the organizationq Results that impact bottom lineq Timely follow up with unhappy customersq Understanding the “voice of the customer”q Other
Poll Question #3
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Case Study: Retail/Healthcare
National Vision Sees Greater Survey Responses with Genesys
“After researching several customer experience and contact center providers, we found that Genesys offered all the features we needed at a price point that met our needs.”
Challenge• Analyze customer service performance at more
than 500 retail locations
Solution• Genesys proactive survey using Interactive
Voice Response (IVR)• Recorded feedback to open-‐ended questions
automatically transcribed and appended in CRM database for easy analysis
Results• Increased outbound surveys to 13,000 per
week through automation • Achieved consistent completion rate of 14%• “Substantial” cost advantages
Outbound IVR
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Case Study: Telco
Tier 1 U.S. Mobile Carrier Deploys NPS Surveys to Reduce Churn
Calling Detractors resulted in $10 million of churn
benefits per year
Challenge• Identify detractors, improve satisfaction and
mitigate churn
Solution• Genesys cross-‐channel survey program with
timely closed-‐loop voice follow-‐up• Interactive SMS survey sent to 1.5 million
customers each month
Results• 21% survey response rate • 97% of responses are within 24 hours• Agents speak with 55% of Detractors• $10 million in revenue savings per year based
on churn reductionDialerText
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• Survey types• Channel preferences
•Metrics
Capture Feedback
• Front line• C-‐Suite• KPI dashboards
Effectively Communicate • Different
strategies for Promoters & Detractors
• Ability to act
Close the Loop
• Customer interactions
• Staff, process & technology
Use Insights to Improve • Compare to
benchmarks• Continuous improvements
Measure Results and Refine
Develop a Roadmap to Effective Use of Surveys
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Why Genesys for Outbound Customer Surveys
Maximize responses by sending surveys over multiple channels and using customer preferences
Engagement platform with agent routing for immediate follow up
Ability to score and segment results and provide analytics for actionable insights
Integration with Salesforce
Proven results across many industries