Feedback management

Feedback management

Definition

 What is feedback management? Simply put, it refers to all the methods used to capture the Voice of the Customer in its many forms and to the platform used to leverage this feedback. The feedback can come from satisfaction scores, standardized measurements (NPS, CES, CSAT, etc.) or even customer reviews and comments intended for publication. You can use this feedback as a tool to manage the quality of the customer experience and to guide your front office teams.  

Feedback management is a process

To be truly effective, your Customer Feedback Management program should be part of an overarching customer-centric approach. Gathering customer opinions and impressions is only the first step. But rather than launching a mass collection campaign across all your touchpoints, all the time and all year long, start by identifying your operational goals. Do you want to improve in-store satisfaction? Do you need product reviews? Do you intend to optimize your after-sales service processes? On-the-spot surveys, time-delayed surveys, NPS, CES, CSAT… just because you have access to all these tools does not mean you should use them all! As you begin to answer the questions suggested above, you will naturally identify the most appropriate touchpoint in the customer journey and the most relevant indicator with respect to your specific need. Beyond those objectives, consider whether you want to disseminate the results internally. Which teams will have access to them? Which managers? Which employees in the field? It is critical to involve all your staff at all levels of the organization to ensure the success of your feedback management program. When you communicate the right results to the right people in the right way, you are laying the groundwork for an operational approach that will enable your employees to quickly roll out suitable action plans.  

How do you leverage feedback?

 Collecting feedback is good, but using it is even better. There are still many companies that amass scores, ratings and user comments, but never translate them into actions. All that precious information is locked up in a dashboard at the corporate office, where someone is sitting on a literal gold mine! Depending on the volume of reviews collected, semantic analysis software may be helpful in extracting the key messages from your customer comments. Furthermore, when you link them to satisfaction scores (or even to the employee who had direct contact with the customer), you are giving your people all the insights they need to act swiftly and effectively to improve customer satisfaction. Here are some concrete examples of how to leverage customer feedback in different sectors:
  • Nature&Découvertes: When you are an NPS superstar, how can you use customer satisfaction measurements to stay on top? (link to business case)
  • Butagaz: Make CES your operational compass to ensure continuous improvements in processes and the customer experience (link to business case)
  • BPCE Factor: How can you boost the effectiveness of a Voice of the Customer program in B-to-B? (link to business case)
 

Follow up with your customers

Sending feedback to your customer is an integral part of a feedback management program. Any customer who takes the time to respond to your surveys deserves your attention ‒ whether they are satisfied or not! If they have given you a poor rating, pick up the phone and call them back as soon as you can. This will delight your customer and give you a golden opportunity to convert them to a brand ambassador. Take the time to listen, to understand the source of their dissatisfaction and to solve the problem. That is the essence of a win-win feedback management program.  

Pitfalls to avoid

When committing to a feedback management program, be aware of these mistakes to avoid:
  • Trying to measure “everything” (customer satisfaction, adherence to quality standards, intent to recommend, etc.) at a single customer touchpoint and ending up with lengthy questionnaires… and low response rates.
  • Defining employee objectives or incentives based on feedback from end customers without having first confirmed that the quantity and quality of customer responses will be adequate to give an indisputably representative snapshot of the employee’s work.
  • Underestimating the importance of following up with customers who have invested their time in sharing their thoughts with your company.
  • Failing to consider the customer’s omnichannel behavior as they await a response and requesting feedback each time: some people will contact a business simultaneously through multiple channels or will repeatedly communicate via the same channel at short intervals.
Looking beyond your main goals, you should approach Customer Feedback Management as a long-term process to assess and continuously improve quality and customer satisfaction.

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