5 Ways Your Customer Feedback Can Get You Promoted

By: Elizabeth Clor

October 8, 2015

Tags:
CEM Programs
CEM Solutions
Customer Engagement
customer experience
customer experience management
Customer Feedback

Working toward that next big promotion? Use customer feedback to showcase your successes!

You’re collecting truckloads of feedback from your customers. For a customer-centric company, that’s a powerful asset. What you do with that feedback can elevate your role within the organization because you’re the one with the true pulse on what customers think, need, and want.

Build trust for the data

The first step to getting that big promotion is building trust for the all the feedback data that your business is collecting. To do this, make sure your data is statistically relevant by analyzing all touch points and sources. For example, a customer who calls the contact center is likely to have tried several means of self-support before picking up the phone. A customer who is considering a purchase is likely to have researched products online, asked employees for suggestions, and perhaps written inquiries on communities and forums.
Most companies do surveys. Being the survey master in your organization likely won’t get you promoted. Looking at the entire universe of customer feedback, however, can bring your insights to the next level.

An omni-source Voice of the Customer (VoC) program goes beyond surveys to sources such as social media comments, third party review sites, inbound calls, online chat, blogs, forums, internal business data, and more. Because businesses aren’t specifically requesting that customers provide this data at a particular point in the journey, it can reveal much richer insights than solicited feedback can alone.

Your company likely has a goal of delivering a consistent customer experience throughout all stages of the journey. To pave the way for a promotion, make sure you’re efforts are contributing to that goal by helping the business understand the complete customer journey.

Smash silos and work cross-functionally
Many organizations operate in silos and tend to look at the customer experience from the various departments within their business. For example, your call center has their own set of processes for addressing customer inquiries, while your marketing department is focused on influencing their buying decisions.

Rock star performers work across departments to help accomplish over-arching company objectives. You definitely need to do this in your role to be effective. While you can’t do it alone, being a change agent for breaking down silos is a critical first step.

The ability to quickly and easily distribute customer feedback data to the people who can act on it is critical. As a customer insights guru, you likely have access to heaps of data—from purchase history to demographic information to customer feedback—and you’re a whiz at piecing it all together.

But how do you communicate this effectively? Make sure the data tells a story that others in your organization can relate to. Don’t just present charts and graphs—make sure you provide context and truly represent the customer’s voice.

Once you’ve shared the data, follow up with people after they’ve seen it, tell them what you see, and run workshops to work together to decide the best way to tackle the issues. Elevate your role and go out on a ledge with the data, because now that you trust it, others will too. Sharing the data is important, but it’s up to you to make sure it’s driving key decisions.

Improve measures and claim it.
If you’re on the hook for raising metrics like Net Promoter Score (NPS) or Customer Satisfaction (CSAT) then you’ve probably realized that you need to fully understand the drivers of these metrics. In order to make the improvements that matter most to your customers (which may differ from your executives’ top priorities for the business) you need an action plan that’s driven by customer feedback.

Because customers are more vocal than ever, with an increasing number of communication channels to voice their opinions, you need to pay close attention. It will be difficult, if not impossible, to improve your customer satisfaction metrics if customers think that you are ignoring their needs and desires. This is a double whammy. Not only are you missing out on an opportunity to improve the customer experience, but you’re also risking your customers thinking that you didn’t listen to their feedback. Everyone wants to be heard, and if customers think you’re not listening, customer satisfaction will probably suffer.

Maybe you are already improving NPS and/or CSAT. But the biggest career mistake is not claiming success. Don’t forget to tell everyone that you are making customers happier every day.  Show them the value of customer happiness, share individual success stories, but also use the same reporting and measurement ideas from above to show the team your progress.

Want the full story on how to use customer feedback to get a promotion? Download our latest eBook.


Elizabeth Clor is the Sr. Director of Content Marketing and Communications at Clarabridge. In this role, she is responsible for solidifying Clarabridge’s position in the marketplace as the leading Customer Experience Management (CEM) technology vendor. Elizabeth has 17 years of experience in high-tech marketing and communications, and is a regular contributor to various marketing publications. She holds a B.A. of English from the University of Virginia.
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