Customer Insight should be your worst-kept secret
August 28, 2014
Here’s a story for you: A consumer electronics retailer kept getting callers complaining that the Wi-Fi on their laptop wouldn’t work. After diving into their customer feedback data, the company realized what was wrong: when the laptops were shipped, the Wi-Fi was switched to “Off” as the default setting. When the company’s customer experience department shared this discovery, the entire company sprang into action. The support team determined how to answer incoming calls around the issue. The product team ensured that the Wi-Fi was switched “On” for all future laptop shipments. Marketing updated the website, alerting customers to check their Wi-Fi setting in case of an issue.
The take-away? Customer insight is meant to be shared. It can only make a difference if it is delivered across the organization; it should not be locked up and kept a secret, lost within the depths of filing cabinets or stacks of reports.
So what’s the best way of sharing customer feedback? Unfortunately, there’s no one-size-fits-all approach, because each stakeholder consumes data differently. There are different ways to encourage sharing customer insight, from in-person meetings and daily reports to employee portals and personalized dashboards. It all depends on what works best for your organization. Here are five examples of what other Customer Experience (CX) leaders are doing to promote the sharing of customer insight:
1- Hold monthly meetings to facilitate in-person discussion: A major US airline holds monthly meetings with leaders from key departments, such as managers of airport operations, cargo, and the on-flight crew. The CX team builds integrated reports, using graphs, customer comments, bullet-pointed details and a few key metrics (such as satisfaction scores), to show what customers are focusing on each month.
2- Tailor early-warning reports to stay on top of emerging trends: With over 12 years of customer feedback data, the CX team of a large CPG company pays close attention to how trends change over time. They have developed early warning reports that are sent to the CX team four times a day. The reports highlight any highly sensitive issues, such as injury, a wrong product in a package, or foreign material discovered in products.
3- Deliver monthly or weekly high-level reports for the C-suite: High-level overviews and graphs showing trends and consumer sentiment, supported by more specific observations and direct consumer quotes, makes the information both accessible and relevant to executives.
4- Send personalized daily reports to front-line employees: Each day, managers of local retail branches at a large UK-based retailer receive personalized reports tailored to their specific branch. Each report, viewable on mobile devices such as tablets, shows a scorecard outlining the “health” of their branch, along with insight into any areas like cleanliness or staffing problems that require managers to take immediate action.
5- Bring the Voice of the Customer (VoC) to all your employees: Empower each one your team members to improve the customer experience. Deliver weekly personalized reports to branch managers that highlight employees who have been praised by customers in their feedback. Or, take the example of another company, whose CX team displays a dashboard of CX feedback on the welcome page of the internal employee portal. Everyone in the organization is able to see both the positive and negative customer feedback. By incorporating the dashboard into the internal employee portal, the “customer-first” mindset is constantly at the forefront of the company culture: employees begin and end their day with the customer in mind.
Regardless of how you share customer insight across your company, the bottom line is that keeping customer insights a secret is a “worst practice” that never translates into a better customer experience. Figure out what works best for your company and empower your business to openly share, discuss, and collaborate on what the customer is saying. Only then can you achieve true improvement to the customer experience.
Sharing the results of your customer experience activities is a crucial step in proving the value of your CX program. For a step-by-step guide to getting executive buy-in, organizational support, and budget, download our Cheat Sheet, “Proving the Value of Your CX Program.”