In our recent blog, Improving Satisfaction by Closing the Feedback Loop, we discussed loops to improve the overall customer experience. There are three ways your customer satisfaction measurement program can support a closed feedback loop:
Many companies become unhappy with their customer satisfaction programs because they don't get information that leads to improvement. Using the closed feedback loop approach avoids this situation and helps to build a customer-focused approach to continuous improvement.
Here are some ways you can benefit from using your metrics in closed feedback loops:
Many companies don't have a comprehensive view of their customer experience. Your customer service department conducts a survey after every contact. Your marketing planning department is looking at relationship measures. And your website team is looking at other metrics. It's not that any of these metrics are inappropriate, but what do they mean for the health of the entire company?
The simplest way to get a comprehensive view is to combine measurements by ensuring that everyone uses the same metric. Whether it is Net Promoter Score, Overall Satisfaction, or Customer Loyalty doesn't matter. Everyone must agree to use the same question and response scale for measuring the customer's moments of truth.
Once you have everyone using a common measurement, the next step is to understand the relationship between the various moments of truth and the customer's overall perceptions. How much impact does a terrific customer service experience have on whether the customer will recommend your firm to others? What does an exceptional field service experience contribute to overall satisfaction? Understanding these relationships will tell you where to focus your improvement efforts.
Automating customer satisfaction measurement produces two benefits:
Automation allows information to be delivered nearly instantly to the people who can quickly address the situation. Without automation, the process of delivering scores to the front line is too labor-intensive, increasing costs and delaying information. Automating your measurement program is not difficult, and will pay for itself quickly.
If your satisfaction scores are only going to top management, you are missing an opportunity to close the feedback loop. To improve customer satisfaction, those results must be communicated to everyone in the feedback loop: front line employees, their managers, and even the customers.
A closed feedback loop combines information with action, and builds and supports a customer-oriented company culture. Without the appropriate metrics for your Moments of Truth, you cannot take action. And without closing the feedback loop with action and communication, you cannot get the best return on your investment in your satisfaction program. Combining strong metrics with closed feedback loop management lays the foundation for improving customer satisfaction.
At Nebu we have helped multiple agencies to implement Closed Feedback Loops using Dub InterViewer for their clients. For more information download our case study with Yorizon.