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מצגת – שם לקוח שם1עמוד
Beyond NPS and Annual surveys
Integrating “voice of customer” with CSM
MobileSocial
Analytics
Web CSM Meetup30 June 2016
Dr. Guy YogevManaging Partner
מצגת – שם לקוח שם2עמוד 1עמוד
Once upon a time...Advanced cutting edge companies performed an annual customer satisfaction survey.Some even sent a generic survey after providing support services.With today’s customer success challenges ,this is not enough!
מצגת – שם לקוח שם1עמוד
Customer Success Operation Needs To Focus On:
Customer Journeys
Engaging With A Variety Of Stakeholders (B2B)
Customer Lifecycle Stages
Word Of Mouth And Social Media
Bringing And Highlighting Value
Measurable Results
VoC Program Assists Lifting This Heavy Load
מצגת – שם לקוח שם4עמוד 1עמוד
Periodical Event-Driven(ongoing)
ReactiveAd Hoc
Chu
rn S
urve
yVoC Program
Key ElementsSocial M
edia M
onitoring
מצגת – שם לקוח שם6עמוד 1עמוד
Start By Mapping Your Customer Journeys The VoC program will be journey based, and will cover the key
Journeys
Go LiveAdoption
Support
Training
Onboarding
Project Check UP
Renewal
Annual Meeting
מצגת – שם לקוח שם7עמוד 1עמוד
Follow The Feedback CycleOngoing Proactive and Actionable
Events: Interactions
with Customers
Sampling using
Business Triggers
Collecting Customer Feedback
Actionable Alerts for
Recovery And Debrief
Reporting and Analysis
Forums and Task Force
Event Driven Surveys
מצגת – שם לקוח שם8עמוד 1עמוד
Example: Triggers initiating feedback request in an “Adoption” survey:
Change in customer usage pattern
Churn Signal
Account Manager raise a flag in Salesforce
Changes in users or stockholder
Renewal is within 1 months
Didn’t respond to the last two requests for surveys
No answer to any survey in the last 9 months
מצגת – שם לקוח שם9עמוד 1עמוד
ExampleQuestionnaire:ProfessionalServiceProject
מצגת – שם לקוח שם10עמוד 1עמוד
Develop an Event-Driven Questionnaire Based On What You Plan To Do With It
More Improvement Orientation Than Measurement Accuracy
General attitude about us? Renewal, Recommendation, Better than industry, Trust
This event’s overall experience?Meeting you expectation
Delay / avoid asking about a particular individualConduct, Availability, Professionally, Willingness to assist
Effort from you side?Easy / Difficult to handle the issue / journey, Did we take responsibility?
Follow the process?Requesting for service, Service journey, Planned time, Actual vs. Planed, Clear status
Issue resolution?
You can use this framework:
מצגת – שם לקוח שם11עמוד 1עמוד
Be Careful Of Misusing The VOC Tool
• Surveying too often• Asking too many questions• Do nothing with the feedback• Health score is not representing the relevant journeys and contacts • To much indices (open text, recovery and case debriefing are not used) • NPS is not a good indicator of the customer experience
(maybe it is an indicator of churn)• …
